Sports Marketing Aspects in India.

SPORTS MARKETING ASPECT IN INDIA
By,
Rohan Parakh (B -1646).

About Sports Marketing
 What is Sports Marketing?
• Sports Marketing refers to promotion of goods and services through the use of
sporting events and also by endorsement of respective athletes and sports teams.
• Promotion of athletes, sports teams, and sporting events in order to raise revenue
from the public interest that is generated.
• Sports marketing strategies are in accordance with the four “P”s of general
marketing.
• They are Product, Price, Promotion, and Place.

• Planning, Packaging, Positioning, and Perception. This addition is called the “sports
marketing mix”. Sports as a service is an addition to four “P’s” of sports marketing.
• Sports marketing can be done through,
 Direct sources.
 Indirect sources.
 Direct sources are the one which tells about the product &service, events, sport directly to
the audience. It includes some of the media channels like,
• Television programmes.
• Newspapers.
• Advertisements.
• Internet.
•

 Indirect sources are the one which promotes about the product/service, events, sport
indirectly to the audience. It includes some of the media channels like,
• Events.
• Social activities.
 It acts as the best tool for promoting the sports and non-sports accessories as it
is done by the reputed players who have global recognition in every nook &
corner of the world. It may be classified into:
• Promotion of the sports & games.
• Promotion of the products & services through various sports players & sports
teams.
• Promotion of sports & events in the public places to increase the participation.

Different Channels in Sports Marketing
• Bill boards in the public.
• Electronic media.
• Promotional vehicles.
• Social Events.
• Print media.

Segments of Sports Marketing Industry
• Sports Goods
• Sports Apparel
 Track Suits.
 Sports jersey.
 T-shirts.
 Swim suit.
 Shorts.
 Cricket dress.

Examples of Effective Sports Marketing
Campaigns
1.Reebok
• Sneaker maker lead one of the most memorable ad campaigns of all time
• A fictional rivalry between decathletes Dan O’Brien and Dave Johnson.
• Created buzz for both the Olympics and Reebok.
2. Coke
• An iconic ad featuring football player Joe Green signing an autograph for a
young boy helped introduce the slogan “Have a Coke and a smile.”

Campaigns
3. Mauka Mauka Campaign
• It was launched in 2015 by Star Sports.
• Catchy music and simply reflected enthusiasm for the Indian cricket fans.
• More ever, the series of ads were successful in gripping the audiences throughout the
ICC Champions World Cup 2015.

Campaigns
4. Fevikwik Todo Nahi Jodo
• A campaign from the ICC Cricket World Cup 2015 match between India and Pakistan.
• Featured two traditional rivals India and Pakistan with its unique take on soldiers at the border
facing similar problems, adding a human touch between the two rivals.
5. Vivo IPL’s Campaign of “Best out of Best”
• Launched during the start of the 2018 Vivo IPL.
• The campaign was all about the universal appeal of IPL.

Campaigns
5. HDFC Life
• The brand conducted a contest in the social media space using “MyTeamMyPride”
• Netizens were bowled with questions allied with cricket and lured with shopping vouchers.
• The contest was well received by the fans of the game
6. Pepsi
• The beverage brand has been associated with cricket for the longest time as the last IPL season “Pepsi
Challenge” came to country with their splendid crowd sourced campaign Crash the Pepsi IPL.
• This campaign allowed cricket maniacs to uncork their creativity by making a 30-second video on the
theme.
• The best entries had the opportunity to star in the new Pepsi ad where a prestige jury filtered the best
ads.

Examples of Effective Sports
Marketing Campaigns
7. Lays
• Lays bought out a cricket flavored zesty campaign during the World Cup 2015 on
Twitter.
• These hashtags were integrated within a campaign on Twitter where winners were
tempted to win a ticket to a seat in the stadium for the finals. Every cricket fan’s
desire!
• Once the contest was revealed Lays had asked participants to unleash their
imagination and reply to lays by using witty cricket languages at the same time
making it pertinent to lays.

Marketing Campaigns
8. Kingfisher
• The liquor brand kicked off a digital campaign for users to have a good time through the
lip-syncing app.
• Velfie, was the trend of 2015 and grasping firmly on it, Kingfisher which is a brand
connected with Indian Premier League carried on the campaign.
• Last year in May, amidst IPL, users were asked to make a Dubsmash video celebrating
the good times by performing on the brand’s jingle.

Marketing Campaigns
9. Gillette
• Last World Cup when the men in blue were battling out in Australia and New Zealand,
the cricket fans managed to keep up with the odd match timings.
• Gillette went ahead by shifting its tagline from ‘best a man can get’ to ‘the best a fan
can get’.
• As a compliment to the fan base, the brand launched a special edition of Indian razor
that had the word “INDIA” engraved on it to enhance the spirit.
• The razor was accompanied by a film commemorating the cricket fans and put across
this message via social media to reach the majority.
• The film encapsulates the sentimental journey of an Indian fan right from scratch,
featuring the legendary cricketer, Rahul Dravid.

Campaigns
10. Club Mahindra
• Club Mahindra joined the bandwagon of cricket themed campaigns by creatively
amalgamating tales from their resorts into the match between India and Pakistan.
• They utilized the Mandala from their logo with tweets around the toss and every time the
star cricketer Virat Kohli hit a four or a six and finally when he scored his century.
• They innovatively drew parallels with the match and their brand, finally concluding with
a photograph of a cake their chefs baked for the team at their resort.

How is Sports Marketing Done in India ?
1. Licensing and merchandising sports properties

2. Sponsorship Servicing

3. Player appearance at public events

4.Fan club management

5. Organize Leagues and Competitions

6. Looks out for advertisement opportunities:

How is Sports Marketing Done in India
7. Broadcasters and media

Introduction of the Project
• “Sports Marketing in India” as Sports Marketing is a huge concept and most of the
sports business running today is because of marketing.
• I have also limited the topic to India as Sports Marketing is a wide concept and takes
into account sports marketing done all over the world, the focus remains on the Indian
Leagues and would only cover Marketing of sports in India through sporting leagues.
• In India it has started to grow slowly but in coming years it will be a booming industry
as leagues like IPL, PKL, ISL, HIL, Pro Volleyball League and Pro Wrestling League
are minting huge amount of money by the way of sponsorships, brand endorsements and
player endorsements.
• Sports Marketing cover not only sponsorships but also the player aspect of brand
endorsements aspect as well. It is also a common and most practised concept in sports
industry.

Objective of the Study
1. To understand the working of Indian Leagues with respect to Sports Marketing.
2. To understand various concepts of sports marketing like sponsorship, endorsements,
advertisements, etc. with respect to Indian athletes and teams.
3. How Sports Marketing has effectively worked well for Indian Sports such as Kabaddi,
Badminton, Football, Volleyball and Wrestling.
4. To understand how sports products and events are promoted through marketing and
sponsorships.
5. Also to understand the difficulties or challenges faced by the Indian sporting firms while
marketing the sport product or an event.

Objective of the Study
6. To study the application of Sports Retail Sector and their practices in India and also
understanding the pricing strategy used by these firms.
7. Implementation of an effective marketing programme.
8. Role of Research in Sports Marketing.
9. Understanding the Legal Aspects of Sports Marketing in India.
10. Personal Involvement and Self – Identification of fans and the exclusive coverage
of media.

Research Design & Methodology.
Research Aim
1. To find out consumer opinions, interests and demographics.
2. To know about different Indian Leagues and their revenue generation system or
process.
3. To understand the Business Aspect of Sports Marketing.
4. To Conduct a research thesis or report on consumer demographics related to sports
brands and products.
5. To launch or redevelop an existing product for meeting certain needs of the
consumers.
6. To gather first hand primary and secondary information about a sports product.

Research Design & Methodology.
Research Methodology
1. Primary Data includes responses from consumer surveys that includes making a google
form and putting forward the form to various contacts and ask them to fill it, based on the
responses, conclusions shall be made.
2. The information in the report also includes texts from various renowned sports
sponsorship and marketing authors and publications, textbooks, Websites, Reading
Materials and Business Reports relating to Sports Marketing in India and in the World.
3. Figures and Approximations are based on calculations from a statistical data consisting
of mean from graphical representations.
4. Questionnaire Survey Method was used.

Sample Questionnaire & Analysis
1. Specify your Gender.
 Male
 Female
 Others.

2. Define your Age Group.
 10-15
 15-20
 20-25
 25-30
 30 and above

3. What according to you is Sports
Marketing ?
 Promotion of a sports event in the form of leagues
 Brand Endorsement by an Athlete or a
Sportsperson
 Marketing in the form of sponsorships and
advertising
 Sales of a product merchandise or equipments
 Publicity stunt performed by an athlete

4. What is a Sports Product according
to you ?
 Any sport service satisfying the customer
needs
 An event organized by a firm
 The Athlete or a Sportsperson
 Any Big Sport Tournament like World Cup
or Champions Trophy
 An Equipment or a Merchandise of a Sport
Team or a firm

5. What according to you is the most important aspect while
preparing a sports marketing campaign ?
 Demographics
 Interest
 Place
 Pricing
 Target Audience

6.Which League in India is emerging as a major sporting league in India ?
 Indian Premier League.
 Pro - Kabaddi League.
 Indian Super League.
 Hockey India League.
 All of The Above.

7. Which Sports Brand is really doing well in India ?
 HRX Brand
 Cure Fit
 Shivnaresh
 Nike
 Adidas

8. Is Marketing or Branding important for any Sport to become
popular and get associated with fans ?
 Yes it is important
 Not that important
 Maybe important

9. According to you which of these combination is more important
with regards to sports marketing ?
 Brand helps sports
 Sports helps brands
 Both

10. Rate the brand Adidas on a scale ranging 1-5
from 1 being the least to 5 being the most likeable
brand

11. Rate the brand Puma on a scale ranging from 1-5 from 1
being the least to 5 being the most likeable brand.

12. Does Customer Satisfaction play an important role in sports
marketing for satisfying fans need ?
 Yes
 No
 Maybe

13. Why is Sports Product considered
unique or different from a normal
consumer product ?
 Emphasis on product extensions than a
single core product.
 Generally consumed in public so the
experience is huge than what a consumer
product would get
 Emotional attachment and personal
identification associated with the sport for a
product
 Sport event is viewed as the core product
that give sports product its unique feature
 Inconsistent and Intangible

14. Does Media paly a huge
role in marketing of any sport
event or an athlete ?
 Yes
 No
 Maybe

15.Consider a situation where an Indian Athlete has recently
been caught in a scandal or misconduct. Do you think his/her
Marketing deals will fall down ?
 Yes
 No
 Maybe

Research Findings
 After conducting a google form survey, it was found that the survey has been answered
by 74.1% males while only 25.9% of females have responded to the survey.
 51.9 % of target audience majorly covers 20-25 years of the age group while people
from 15-20 and 30 above covers 22.22%. Only 3.7% covers 25-30 years.
 51.9% believe that sports marketing is the promotion of sports events in the form of
leagues while 44.4% believe it as sponsorships and advertsing.
 55.6% are of a opinion that a sports product is any service that satisfies the consumer
wants and 37% think it as a sports equipment and merchandise.
 59.3 % are of opinion that target audience plays a major role in determining the
campaign objective while 18.5 % think of demographics and rest 22.22% thinks that
place and pricing strategies are important for determining a marketing campaign.

Research Findings
 Majority of the survey tells that there are more people for IPL and Pro – Kabaddi
League while ISL and other leagues in India are not emerging leagues in India as
of now according to the research with 48.1% for IPL and 33.3% for Pro -
Kabaddi League
 Nike Brand is doing very well in the sports brands segment with 77.8% of
people say that Nike is a better brand. While 14.8% of people going with Adidas
and 7.4 % going with Cure Fit.

Research Findings
 92.6% of the population says that Branding and Marketing of a sport is important
for the fans to get associated with the sport.7.4% do not feel branding or
marketing of a sport is that important.
 25.9% says that sports helps brands while 14.8% feel that Brands helps sports and
the rest 59.3% have a mixed opinion regarding this concept.
 The brand Nike is being liked by 18 respondents (66.7%) and 9 respondents
(33.3%) respectively.
 The brand Adidas is being liked by 4 respondents (14.8%), 14 respondents (51.9%)
and 9 respondents (33.3%) respectively.
 88.9% of people believe that customer satisfaction play an important role in
sports marketing, while 3.7 % have different opinion about this question to
whomsoever I asked in my survey and 7.4% have mixed opinion.

Research Findings
 Sports Products are often considered unique and normal than a consumer product as 14.8%
emphasize on product extensions variety that a consumer product won’t be able to give
you as a USP.
 18.5% think that the sport product is consumed in public so the experience gained is large.
 48.1% of the people are emotionally attached with the sport product and involve a sense
of self-identification.

Research Findings
 33.3% of people view sport product as a core product and 3.7% says that sports
products are intangible and inconsistent with the respect to demand as the reason
for identifying sport product as unique.
 92.6% of audience are of the opinion that media is playing a huge role in marketing
for any sport athlete or event while 7.4% viewed it as a mere possibility or a
chance of it getting influenced.
 In a practical situation where the audience was given a scenario in which the
athlete’s image has drastically fallen down and if it will have any impact on their
deals or not, 77.8% were of the opinion that marketing deals would fall down
drastically while 14.8% of audience says that the scandal would not affect much on
athlete’s sponsorship deals.7.4% had a neutral opinion.

Research Conclusions
1. Sports Marketing creates a huge amount of brand recall when brands like Oppo, Vivo
and Paytm have positioned so well that these brands are sponsoring major leagues/team to
make a huge impact on sports leagues in India.
2. Brands are making a huge impact on Sports League in India because they made a good
approach in Brand Visibility.
3. Successful in developing an interest for any sport which they are sponsoring among
common public.
4. It is always sport that helps a brand and also sometimes a brand helping the sport.
5. Sports Marketing is seen as a marketing tool for promoting various sports leagues.

Research Conclusions
6. It is more than selling a sport merchandise or service, it emphasizes on customer
satisfaction and brand loyalty.
7. Consumer today are very much loyal to their brand irrespective of change in income or
consumer requirements.
8. Sports consumers or fans view their product as an experience as they go for matches in a
best facility to witness a heavy encounter.

RECOMMENDATIONS.
 Sports Marketing in India needs to start from grassroots level with the best grassroot
training systems in India like KOOH Sports does.
 Sports Product are considered to be inconsistent in demand and are produced non-non-
uniformly, which may result in a “bull – whip” effect within the supply chain.
 Sports Firms must focus on demand forecasting as it would make the production process
consistent and uniform.
 PR Team and Media Management Team must take care of the athlete’s image as a
negative publicity would drastically bring down the image of an athlete.

RECOMMENDATIONS
 Except few leagues like IPL, PKL and ISL more leagues and sports events have to
build a professional approach and cater to the Indian Consumers preferences and
need.
 Sports consumers in India are price sensitive and need to be tackled or satisfied.
 Sports Marketers need to approach on CSR activities as well because every
individual has the moral responsibility to contribute to the society and give back as
much as they can.

Sports Marketing Aspects in India.

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