A Guide for Sports Marketing in India 2017

A Guide for SportsMarketing in India
2017
kingpatprashAuthor: Prashant Pathare +91– 99203 12380prashantdpathare@yahoo.co.in in.linkedin.com/in/kingpatprash @kingpatprash

Sporting Leagues’ Details
The different Sports Leagues in India taken into consideration are from the calendar years of 2016 and 2017. The leagues considered are
those follow the Indian Premier League (IPL) model. Exception is the Kerala Snake-Boat Race League (KBL) which is traditional sport and
termed to be adopting the IPL model.
Along side are the list of sports-leagues in the country with respective
associated sports, and abbreviated names which are mentioned with ease.
The period considered is of 18 months.
Football leagues, Indian Football League(I-League), and Indian Super
League (ISL) are starting in the year end. They are likely to be operational
for maximum five months. They can be considered to be the longest
running sport-properties. The governing body has suggested that both the
leagues would be played alongside. They are likely to kick-off in the mid-
week of November as the country shall be hosting the FIFAWC-U17, ending
on 28th October 2017.
Premier Futsal is a three week event kicking off on 15th September with
semi finals and finals to be played in Dubai.
Snake-Boat Race called as the Kerala Snake-Boat Race League (KBL) has
been approved by the state government. It starts from second Saturday of
August and again ends on second Saturday of October.
The International Premier Tennis League has not announced the date but
taken into consideration as the last event was executed in December 2016.
It is the shortest event amongst all.
Hockey India League (HIL), is country’s national game sporting event. Its
future looks uncertain in 2018 due to financial conditions of the franchises.
Sports Name Abb.
Badminton Premier Badminton League PBL
Wrestling Pro Wrestling League PWL
Hockey Hockey India League HIL
Poker Poker Sports League PSL
Basketball United Basketball Alliance League UBA
Cricket Indian Premier League IPL
Boxing Super Boxing League SBL
Table Tennis Ultimate Table-Tennis League UTTL
Kabaddi Pro Kabaddi League PKL
Snake Boat
Race
Kerala Boat Race League KBL
Futsal Premier Futsal
Premier
Futsal
Football Indian Super League ISL
Football Indian Football League I-League
Tennis Indian Premier Tennis League IPTL

Sporting Leagues’ Calendar
Indian Financial Year – 1st April to 31st March (Likely to be changed in the coming years)
Predicted schedule considering macro-conditions
13
17
36
119
28
46
36
17
92
56
21
107
134
9
PBL
PWL
HIL
PSL
UBA
IPL
SBL
UTTL
PKL
KBL
Premier Futsal
ISL
I-League
IPTL

India’s TV Viewership & Digital Measurement Organization
BARC have adopted the NCCS(New Consumer Classification System)
for industry use.
BARC (Broadcast Audience Research Council) India is an industry body set up to design, commission, supervise and own an accurate,
reliable and timely television audience measurement system for India.
Guided by the recommendations of the TRAI (Telecom Regulatory Authority of India) and MIB (Ministry of Information and Broadcasting)
notifications of January 2014, BARC India brings together the three key stakeholders in television audience measurement - broadcasters,
advertisers, and advertising and media agencies, via their apex bodies.
BARC has roped in Nielsen India as its primary digital measurement partner. They are in process of launching its digital measurement
services. The products will be made available under the umbrella brand Ekam (Sanskrit for one).
Ekam suite of products will enable comprehensive video measurement of all video (ads and content) played across TV and digital
platforms and the industry will be able to transact on a common currency with transparency.
The Ekam range of products – to be launched in a phased manner - will
also address the issue of viewability and ad fraud. The first product, Pulse -
will measure video ad campaigns to enable daily evaluation and
optimisation opportunities on more impactful ROI metrics.

Indian – Broadcasting Industry
Technological development has been shifting viewership from television to online streaming. Consumers have preferred watching shows
on electronic gadgets like laptops, mobile devices, and phablets.
Therefore, the sports-properties have started online streaming of sporting events live. The channels preferred can be from the Television
broadcasters’ own online products, social-media platforms and/ or preferred Google’s product – YouTube.
Star Sports and Sony have their online platforms in the form of Hotstar and Sony-Liv respectively.
The Indian Sports TV broadcasting industry had numerous players like Star, Ten Sports, Sony, Neo Sports, and state’s own channel –
Doordarshan Sports.
In 2016, ESPN entered into the Indian sports broadcast space by associating with Sony Pictures Networks (SPN). In early 2017, SPN
acquired the sports business of Zee Entertainment Enterprises (Zee)-housed under Ten Sports umbrella – for $385 million. SPN has
roped in World's cricket icon, Sachin Tendulkar as Ambassador..
After SPN’s acquisition, the industry was heading to duopoly. Discovery announced their entry into the space in February 2017 with
DSPORT.
Doordarshan meanwhile would be airing Universities/ Colleges league of different sports across the nation.
In 2017 from January till July, SPN sports cluster had a combined viewership share of 55%, whereas rival Star Sports network had 35%.
Remaining 10% was with other sports channels including Neo and DSPORT.
Due to technological advancement, broadcasters would be airing sporting events through TV channels in the form of SD and HD, and OTT.

Indian – Broadcasting Industry
Broadcasting Players of Sporting Leagues
Sports Name Abb. TV Digital
Badminton Premier Badminton League PBL Star Hotstar
Wrestling Pro Wrestling League PWL Sony
Hockey Hockey India League HIL Star Hotstar
Poker Poker Sports League PSL Facebook, You Tube
Basketball United Basketball Alliance League UBA Ten Sports
Cricket Indian Premier League IPL Star Hotstar
Boxing Super Boxing League SBL Sony Sony Liv
Table Tennis Ultimate Table-Tennis League UTTL Star Hotstar
Kabaddi Pro Kabaddi League PKL Star Hotstar
Snake Boat Race Kerala Boat Race League KBL Doordarshan
Futsal Premier Futsal
Premier
Futsal
Sony Sony Liv
Football Indian Super League ISL Star Hotstar
Football Indian Football League I-League Ten Sports
Tennis Indian Premier Tennis League IPTL Star

IPL Media Rights Bid for 2018 - 2022
Source: Times of India (Mumbai), 5th September 2017

India Advertising Spend – GroupM Report (This Year Next Year 2017)
✓ Advertising expenditure (AdEx) to increase 10% YoY
✓ The newly introduced tax, Goods and Services Tax (GST)
would have a varying impact depending industry wise
✓ Alongside is the figure of sector wise contribution.
FMCG is the dominant sector which contributes to 27%
of the AdEx
✓ 40% of AdEx spends happen from August to December
due to festive season
✓ Digital
Expected to continue growing the fastest
video advertising to be the biggest growth driver
Mobile Advertising expected to be 70% of AdEx
✓ Television
Expected to grow marginally slower pace of 8%
Continue to account for a majority share
But a declining share at least over the last two years
✓ Print
Marginally expected to grow by 0.5% YoY
✓ OOH
CAGR during 2011-16 has been 7%
Only 10% of OOH inventory being digital

Total AdEx estimated is INR 61,204 Crores.

India Advertising Spend – GroupM Report
✓ In 2017 – 18, INR 6,600 crores of advertising revenue is estimated to be spent on sports
✓ Roughly translates to over 10% of total ad dollars is invested in sports
✓ Cricket enjoys 80% of the total ad spend followed by kabaddi, football, and badminton, which are often termed as 'other sports' or
'non-cricketing sports'
61,204.00 , 90% 6,600.00 , 10%10%
Total Advertising Spend & Ad-Spend on Sports (INR Crores)
Total Spend Sports Spend
5,280.00 , 80%
1,320.00 , 20%
Advertising Spend on Sports-Properties
(INR Crores)
Cricket Other Sports

Utilization
Basedon the Sports-LeaguesCalendarand Advertisingspends–
✓ Various decision makers can plan, strategize and implement marketing campaigns to achieve their organization’s strategic
objectives.
✓ Advertising rates shall be different on Standard-Definition (SD), and High-Definition (HD) Channels IPL - 10, SPN charged per 10 sec
slot (cost in INR), SD: 5.2 lakh to 5.75 lakh, and HD: 2 lakh; Spot Buyers - 6 lakh
✓ Advertising spend should not only be concentrated through television broadcast but also through digital platforms.
✓ If new sports-properties are coming up, other broadcast channels can also be taken into consideration.
✓ Brand Managers should invest more into digital media and as well integrate with other traditional channels
Disclaimer –
➢ The events’ calendar has been created as per the past schedules.
➢ Possibility of changes in dates and duration of the sports-property as per decision taken by the property’s rights-holders.

References
Websites
• BARC India
• Star Sports
• Sony Pictures Networks (SPN)
• Premier Badminton League (PBL)
• Pro Wrestling League (PWL)
• Hockey India League (HIL)
• Poker Sports League (PSL)
• United Basketball Alliance League (UBA)
• Indian Premier League (IPL)
• Super Boxing League (SBL)
• Ultimate Table Tennis League (UTTL)
• Pro Kabaddi League (PKL)
• Premier Futsal
• Indian Super League (ISL)
• I-League
• International Premier Tennis League (IPTL)

References
Articles
• Bindu Menon, "Premier Futsal looking to monetise the game in a big way", 15th July 2017, The Hindu - Business Line
• Swaroop Swaminathan, "Hockey India League future uncertain next year", 14th July 2017, The New Indian Express
• "I-League clubs agree to simultaneous running of ISL", 29th June 2017, Business Standard
• Suchetana Ray, "Change fiscal year to Jan-Dec: Govt panel suggests break from 150-yr tradition", 28th December 2016, Hindustan Times
• Gaurav Laghate, "BARC India appoints Nielsen primary digital measurement partner", 4th July 2017, The Economic Times
• Gaurav Laghate, "Game for an India Poker League? You have over Rs 3 crore prize money to play for", 26th December 2016, The Economic Times
• Viewership shifting from TV sets to laptops, mobile phones, 25th April 2017, The Hindu - Business Line
• ESPN re-enters India in collaboration with Sony Pictures Network, 11th January 2016, Business Standard
• Gaurav Laghate, "Sony rebrands sports business; launches 2 new HD channels", 18th July 2017, The Economic Times
• Gaurav Laghate, "Discovery launches sports channel DSPORT in India", 6th February 2017, The Economic Times
• Harveen Ahluwalia, "Doordarshan plans to launch sports leagues", 1st July 2017, LiveMint
• Shambhavi Anand, "India Inc to spend Rs 24,000 crore on advertising, marketing and promotion", 2nd August 2017, ET Bureau
• Nikhil Pahwa, "Advertising in India in 2017, in 18 Charts", 15th February 2017, Medianama
• ETBrandEquity, "This is how GST may impact advertising budgets", 15th June 2017, The Economic Times
• Nabendu Bhattacharyya, "Going beyond regular OOH", 4th July 2017, Financial Express
• Gaurav Laghate, "9 sponsors game for IPL 2017, Sony targeting Rs 1,300 crore from 10th season", 20th February 2017, The Economic Times
• Anirban Roy Choudhury, "What makes Indian sports so attractive to marketers?", 18th September 2017, Afaqs-Mumbai

Thank You
Have An Exuberant Day !

A Guide for Sports Marketing in India 2017

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