2023-04-28-群邑-2023年印度体育赞助报告_52页_16mb

Summary of "Sporting Nation in the Making - X"

Core Content

This report, titled Sporting Nation in the Making - X, is a comprehensive analysis of the Indian sports industry, focusing on 2022's performance and growth trajectory. It is published by Group M Media India Private Limited, highlighting the evolving landscape of sports in India, particularly in the context of sponsorship, celebrity endorsement, and media spends.

Main Points and Key Information

Growth of the Indian Sports Industry

• The Indian sports industry has shown consistent growth over the past decade, with a CAGR of 14%.
• In 2022, the total sports industry revenue reached INR 14,209 crore ($1,799 Mn), marking a 49% YoY growth.
• The industry bounced back strongly after the pandemic-induced slowdown in 2020 and 2021, with 2022 being a landmark year for growth.

Cricket's Dominance

• Cricket continues to be the mainstay of the Indian sports industry, contributing 85% of the total revenue in 2022, equivalent to INR 12,115 crore ($1,534 Mn).
• Cricket accounted for 75% of all Sponsorship Spends and 85% of all Endorsement Spends.
• Media spends were dominated by cricket, with 94% of all ad expenses linked to cricket-related content across all media platforms.
• The Indian Men's Cricket Team played 67 matches in 2022, compared to 36 in 2021, showing a significant increase in monetization potential.
• The Indian Premier League (IPL), introduced in 2008, has been a key driver of growth, with INR 5,907 crore ($748 Mn) in Sponsorship Spends in 2022, a 105% YoY increase.
• The IPL 2022 saw a 597% growth in Franchise Fees, reaching INR 1,644 crore ($208 Mn), compared to INR 236 crore ($32 Mn) in 2021.
• Tata became the Title Sponsor of the IPL, and the addition of two new franchises – Lucknow (INR 7,090 crore) and Ahmedabad (INR 5,625 crore) – significantly boosted revenue.

Emerging Sports

• Emerging Sports (non-cricket sports) contributed 15% of the total industry revenue in 2022, up from 12% in 2021.
• These sports saw an 87% YoY growth, indicating a strong recovery from the pandemic's impact.
• The Pro Kabaddi League (PKL) and Indian Super League (ISL) are notable examples of franchise-based growth in emerging sports.
• Digital media is playing an increasingly important role in sports sponsorship, with 10% of ad spends going to Emerging Sports, compared to 5% on TV.

Sports Sponsorship Trends

• Ground Sponsorship accounted for 50% of total sponsorship spends in 2022, rising by 69% YoY to INR 2,953 crore ($374 Mn).
• Team Sponsorship grew by 45% YoY to INR 1,310 crore ($166 Mn).
• Franchise Fees saw the most dramatic increase, rising by 597% YoY to INR 1,644 crore ($208 Mn).

Sports Celebrity Endorsement

• Sports Celebrity Spends increased by 20% YoY to INR 749 crore ($95 Mn).
• This growth reflects the increased influence of athletes, especially women, in shaping consumer behavior and brand perceptions.

Media Spends

• Media Spends accounted for 53% of total industry spends, totaling INR 7,553 crore ($956 Mn), with a 26% YoY growth.
• Traditional Television still holds the largest share, but Digital Media is gaining momentum due to changing consumer habits and lower cost barriers.

Industry Insights

• The franchise model, pioneered by the IPL, has been adopted by other sports, such as football (ISL) and kabaddi (PKL), creating flourishing markets.
• The return of international events, like the FIFA World Cup in Qatar, played a crucial role in boosting sports sponsorship and media engagement.
• The role of technology in sports is becoming more prominent, offering newer and more immersive experiences for fans and brands alike.
• Women's sports is gaining traction, with brands like Mastercard promoting campaigns that highlight the importance of women's participation in sports.
• The collaboration among stakeholders in the sports value chain has been instrumental in monetizing events and building a robust sports ecosystem.

Future Outlook

• The Indian sports industry is poised for continued growth, with a focus on diversification beyond cricket.
• The Khelo India programme and other government initiatives are helping to develop grassroots sports and identify talent.
• The overall trend suggests that the industry is on a path to becoming a multi-sport nation, with emerging sports gaining more traction and visibility.

Expert Views

• Nitin Saini (Mondelez International) emphasizes the emotional connection between brands and sports through compelling content.
• Ajay Khanna (Amway India) highlights the strategic value of sports sponsorships in building brand awareness and promoting healthy lifestyles.
• Vikram Garga (Apollo Tyres) underscores the importance of engaging young minds and leveraging technology for immersive brand experiences.
• Sumeli Chatterjee (Coca-Cola) notes the potential of women's sports and the authentic promotion of such events.
• Satyam Trivedi (Adani Sportsline) highlights the dual purpose of sports sponsorships – brand building and nation building.
• Tushar Malhotra (Bisleri International) focuses on hydration as a key factor in sports performance and brand relevance.
• Manasi Narasimhan (Mastercard) advocates for supporting women's sports to create priceless consumer experiences.

Conclusion

2022 marked a resurgence in the Indian sports industry, with cricket continuing to dominate in terms of revenue and visibility, while emerging sports showed promising growth. The franchise model has been a game-changer, enabling sustainable monetization and fan engagement. The report underscores the importance of collaboration, innovation, and investment in building a multi-sport nation and fostering a culture of sports in India.