This article is authored by Ms. Shubhangi Gupta, Co-founder, SportVot
In recent years, sports sponsorships and advertising in India have witnessed a remarkable transformation, emerging as a crucial avenue for brands to connect with audiences. The immense popularity of sports, coupled with the rise of digital platforms, has revolutionized how brands approach marketing strategies. Moreover, sports advertising has extended its reach beyond elite sporting events, penetrating the grassroots-level sports ecosystem. Local tournaments now attract international or national brands as sponsors and critical partners, creating a win-win situation for all stakeholders.
The Power of Sports Advertising:
Sports have a unique ability to captivate people's attention, evoke emotions, and forge deep connections. Recognizing this, brands are tapping into the immense potential of sports advertising to build brand loyalty, increase visibility, and reach a diverse audience. According to the recent GroupM ESP report for sports sponsorships 2023, more than 14000 crores were invested in sports sponsorships. With many avenues to engage with their target consumers, sports sponsorships from a brand's perspective exceed on-ground branding or event sponsorships. Social media has enhanced the culture of influencer marketing, and with famous athletes as the brand ambassadors or faces of the brands, the reach for the brands is increasing exponentially. Today, brands are keen on signing athletes as their promoters or ambassadors. Apart from that, in the minds of the audience, an event-specific partnership or advertising is restricted to the duration of the event or the tournament, but getting an athlete directly to represent the brand gives a long-term cushioning for brands to present themselves in the market.While in India, cricket has always been a sport that garnered massive viewership and allowed brands to leverage the popularity of star athletes and teams. Other sports such as Kabaddi, Football, Volleyball, and Hockey also have an impressive viewership and a dedicated fan base, and the advent of IPL, like successive league-based tournaments in these sports have created opportunities for brands and athletes alike to monetize the game and reach out to the niche community.
But apart from this changing pattern within branding and advertising in sports, what is interesting is to notice that these trends have penetrated to the local, grassroots-level sports ecosystem. The shift has occurred in how brands look at local, community-level sports. With the diversification of the sporting landscape, brands acknowledge the potential of lesser-known sports events, tournaments, and more over local sporting heroes with a fan base in the locality. This is helping ma’am brands to target niche markets. This shift has brought local-level tournaments and local talent into the spotlight, where brands could connect with passionate fans more intimately.
Brands investing in local sports events and the local sports ecosystem showcases the democratization of sports advertising in India. Small towns and communities organize sporting events that attract substantial attention and participation. Brands recognize these events' potential and are eager to align themselves with the passion and energy generated by grassroots sports. By becoming sponsors or critical partners, brands are not only gaining exposure but are also getting to contribute to the development of sports at the grassroots level. The involvement of brands as sponsors or partners in local tournaments profoundly impacts the growth and empowerment of local sports. By investing in local sports, brands also contribute to nurturing talent, promoting a healthy sporting culture, and inspiring the next generation of athletes.
Apart from developing a sporting culture in the country, a key advantage of sports advertising from the brand's perspective has been its ability to reach diverse target audiences. Sports events attract people from different demographics, making them an ideal platform for brands to communicate their messages effectively. The amalgamation of sports and advertising has allowed brands to create memorable experiences that resonate with fans long after the event concludes. The advent of digital platforms has revolutionized sports advertising in India. Digital advancements have expanded the reach of sports advertising and enhanced fan experiences and brand engagement.
Sports advertising in India is shifting from focusing on elite sporting events to encompassing grassroots-level sports tournaments. This transformation has created an exciting landscape for brands to connect with audiences, increase brand visibility, and support the growth of local sports. The power of sports in uniting people and generating passion has enabled brands to leverage sports advertising as a potent.
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