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<ul><li>Since the beginning of sporting events like India’s tour of Sri Lanka in mid-July and the ongoing Olympics, <keyword id="3163762" type="PERSON" weightage="20" keywordseo="SonyLIV">SonyLIV</keyword> registered an increase of 3X in viewership.</li><li>SonyLIV has roped in 100+ advertisers for India’s tour of Sri Lanka and the Tokyo 2020 Olympic Games.</li></ul>Riding high on the success of Euro 2020, SonyLIV once again recorded landmark numbers with the Tokyo 2020 Olympic Games and India’s tour of Sri Lanka. Since the beginning of sporting events like India’s tour of Sri Lanka in mid-July and the ongoing Olympics, SonyLIV registered an increase of 3X in viewership. Pioneers in the industry, the platform offered highlights, player compilations, and specials of India’s tour of Sri Lanka in four languages - English, Hindi, Tamil and Telugu. With unprecedented coverage with 20 LIVE streams, SonyLIV emerged as the one-stop destination for all the action from the Tokyo 2020 Olympic Games. The platform tied up with Google for their Organised Search Results Page (OSRP) to enhance consumer engagement on the platform. With this collaboration, users searched and watched their favourite team or athlete’s medal-winning performances, world record clips, medal event highlights, comprehensive day-wise India highlights, and more on Google OneBox in the form of SonyLIV VODs. SonyLIV has roped in 100+ advertisers for India’s tour of Sri Lanka and the Tokyo 2020 Olympic Games. The list of multiple sponsors comprised brands like Maruti Suzuki, LIC, JSW (Jindal Steel), WazirX, Vimal, Swiggy Betway, Fresh to Home and MPL. The platform cleared 99% of the total advertising inventory, on the back of continued support from some of the most prominent brands across various sectors - AMFI, Apple, Tata Motors, RBI, Hindustan Unilever Ltd, Amazon, Herbalife, Visa, Amul, TVS Eurogrip Tyres, NPCI, Accenture, Acer, Dafanews, CoinDCX, Abbott, Cars24, Medibuddy, Bridgestone, Raymond, Yamaha, Fastrack and GoDigit. SonyLIV is also the streaming partner for India’s tour of England, comprising five test matches that began on 04th August 2021. <keyword id="11456071" type="UNKNOWN" weightage="20" keywordseo="Ranjana-Mangla">Ranjana Mangla</keyword>, Sr. VP &amp; Head of Ad Revenue, <keyword id="6358540" type="UNKNOWN" weightage="20" keywordseo="sony">Sony</keyword> LIV said, "We are enthralled with the overwhelming response from advertisers that helped clear 99% of our total inventory for India’s tour of Sri Lanka and the Tokyo 2020 Olympic Games. While majority of the Euro 2020 advertisers continued their association, we onboarded more than 100 advertisers. We are grateful to our partners who continue to extend support to all our sporting events. With sports consumption on the rise, we are confident of onboarding new brands for the India-England series." Parth Jindal, Managing Director, JSW Cement, JSW Paints and Founder JSW Sports and IIS said, "The association with Sony and SonyLIV has been truly outstanding - working with a team that is as passionate as JSW with regards to the Olympics has truly been a pleasure and is something we at the JSW Group hope to do again in the very near future." Shashank Srivastava, Executive Director, Maruti Suzuki Ltd said, "Our association with SonyLIV as the Co Presenting Sponsor for the Tokyo 2020 Olympic Games has been very fruitful as it enabled us to connect with sports enthusiasts across the country. For the first time in India, SonyLIV’ s coverage with 20 LIVE streams, has given the viewers a chance to watch their favourite sport and not miss any action. India has already won multiple medals and our association with ‘Tokyo 2020, India’s Top Moments’ and ‘Top Athletes’ segments helped achieve the desired engagement for the brand. We look forward to the forthcoming sporting events on the platform." Nischal Shetty, CEO, WazirX, said, "Our partnership with <keyword id="9550787" type="AGENCY" weightage="20" keywordseo="sonyliv-india">SonyLIV India</keyword> to co-present for the Euro 2020 and India Vs Sri Lanka cricket series through our #IndiakaBitcoinExchange campaign not only helped us land the right knowledge on crypto but also bust the misconceptions around crypto investments. It helped us stay true to our vision to make crypto mainstream in India."

SonyLIV witnesses 3X increase in viewership with its recent sporting events

<ul><li>Sony Sports has played a key role in bringing non-cricket sports to India.</li><li>This year, Sony Sports is the official broadcaster of the once-in-a-four-year global sports event, Tokyo Olympics.</li><li>Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India tells us how the broadcaster is trying to popularize other sports in India, its plans to immerse consumers with innovative marketing and more.</li></ul>With the lockdown being enforced, subsequent stoppage of play on the field and IPL getting postponed, advertisers have been starved of a good sporting tournament. After the pandemic, many sports properties have either been cancelled or postponed, directly affecting India’s ad revenue and sponsorship pie. While India’s most worshipped sport, cricket, still dominates viewership and sponsorship, <keyword id="3132005" type="PERSON" weightage="20" keywordseo="Sony-Pictures-Network">Sony Pictures Network</keyword> (SNP) has given its fans more choices between sporting events and SonyLiv has given them options in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. After a long, dry spell, millions of Indians are expected to tune into Tokyo Olympics this year. Sponsors and brands have also started seeing the Olympics as the one occasion to capitalise on the media and consumer attention. As a result, Sony Sports has seen an uptick in demand from sponsors and advertisers across categories for the summer games. To help its advertisers get the best bang for their buck, SPN launched an ‘innovative’ advertising format ‘Split-screen ads,’ which has <a href="https://twitter.com/Archit_0106/status/1418542834395729923">gained </a><a href="https://twitter.com/PrashantMUFC/status/1420988968238161920">mixed </a><a href="https://twitter.com/LifeIsAnElation/status/1418552243893116935">reviews </a>on social media. We caught up with Rajesh Kaul, Chief Revenue Officer, Distribution and Head – Sports Business, Sony Pictures Networks India to further understand what kind of response the broadcaster and streaming player has seen from advertisers and sponsors, how it is trying to increase non-sporting events’ viewership in india <cmsannotation type="cmsannotation" annotationid="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?" text="Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?">Q. This year, brands across categories have started to roll out campaigns celebrating the inspirational journey of athletes. This wasn't the case a few years ago. More and more advertisers are exploring international sports that represent India. Are advertisers open to exploring sports beyond cricket now?</cmsannotation> Indians have always been extremely supportive of the Indian athletes when they compete at a global stage. Their performances are celebrated as it is a huge thing to even get to participate, let alone winning a medal at Olympics. More and more business houses/organizations/brands have started promoting various athletes and or Indian contingent. Sports in India is growing dramatically as an entertainment option beyond just cricket. This year. Sony Sports has embarked on a mission to popularize the athletes participating in the <keyword id="7932992" type="UNKNOWN" weightage="20" keywordseo="olympic-games-tokyo-2020">Olympic Games Tokyo 2020</keyword> and to make them household names. Sony Sports launched the grandest ever campaign in the history of Indian Olympics, Hum Honge Kamyab to galvanize the whole nation to cheer for the India contingent. From the honorable Prime minister of India himself to the sports minister as well as industrialists, sports personalities, philanthropists, Bollywood Superstars, Youtube influencers joined us in our endeavor. Sony Sports has collaborated with the Ministry of Youth Affairs and Sports as well as eminent personalities and joining the brigade are Union Minister for I&amp;B and Youth Affairs &amp; Sports, Shri Anurag Thakur, General Bipin Rawat, Chief of Defence Staff and Chairman Chiefs of Staff Committee and Mr. N.P. Singh, MD &amp; CEO, Sony Pictures Networks India, along with Amitabh Bachchan, Akshay Kumar, Anupam Kher, Sajjan Jindal, Sudha Murty, Nita Ambani, Gautam Adani, Rana Daggubati, Yuvraj Singh, Anjali Bhagwat, Parth Jindal, Boman Irani, Farhan Akhtar, Sonakshi Sinha, Johnny Lever, Ali Fazal, Adille Sumariwala, Arshad Warsi, Pullela Gopichand, Vijender Singh, Anjali Bhagwat, Harsha Bhogle, Shankar Mahadevan, Anurag Basu, and many more to catalyze the Olympic momentum in the nation for the landmark event. This was unprecedented and Sony Sports’ efforts have pumped up the volume of Olympics in India and the #Olympicsjosh decibels have gone up to another level. <div type="Youtube" id="-bnwo0ezgQE" title="Watch PV Sindhu, Manu Bhaker, Mary Kom, Deepak Kumar, Hockey (M) &amp; others LIVE, TOM, July 25 on Sony" thumbUrl="https://i.ytimg.com/vi/-bnwo0ezgQE/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="Q. Can you tell us what kind of interest you have seen from advertisers and brands?" text="Q. Can you tell us what kind of interest you have seen from advertisers and brands?">Q. Can you tell us what kind of interest you have seen from advertisers and brands?</cmsannotation> We have received a phenomenal response from advertisers and we have got sponsors on board across categories like beverages, FMCG, education, automobiles, banking, finance, gaming, sports foundations amongst others. The sponsors are Coca-Cola India Pvt. Ltd., LIC, JSW, MPL, Hero MotoCorp, Amul, Reserve Bank of India, AMFI and other advertisers include Visa, Byju’s, Adani Group, Herbalife Nutrition &amp; Lenovo and more. <cmsannotation type="cmsannotation" annotationid="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?" text="Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?">Q. This once-in-a-four-year sports event attracts eyeballs from across the world hosting sports such as shooting, wrestling, long jump, and hockey. Which sport do you think will perform the best in India in terms of viewership?</cmsannotation> We expect great Sports like Wrestling, Shooting, Archery and Hockey, which have also done extremely well on TV in the past, due to the medal winning performances by Indian Athletes. Additionally, there has been high interest to watch Athletics and Gymnastics, owing to the visually engaging nature of the sports. During the 2016 Rio Olympics, Badminton had the highest viewership owing to PV Sindhu winning a silver medal. The final match between PV Sindhu and Carolina Marin was watched by 42 million viewers across the country. This year, we have our largest contingent ever of 127 athletes travelling to Tokyo and the whole nation will want to support and watch our athletes in the various sports disciplines they are competing in like boxing, wrestling, tennis, athletics, badminton, hockey, shooting, archery, weightlifting, Equestrian, Table tennis and more. Some of the athletes that the audiences are already looking out for are Manu Bhaker and Saurabh Chaudhary in shooting, Vinesh Phogat and Bajrang Punia in wrestling, Amit Panghal and Mary Kom in boxing, Deepika Kumari and Atanu Das, PV Sindu in badminton and more. Also, for the first time, we will see participation in fencing with Bhavani Devi and Fouaad Mirza making it to the equestrian event which will also attract audiences. Additionally, to reach out to a wider audience and engage viewers across India, Sony Sports will have a Live wraparound studio show called SPORTS EXTRAAA with a distinguished panel that comprising former Olympians and legendary Indian athletes like Vijender Singh, Gagan Narang, Karnam Malleswari, Anjali Bhagwat, Anju Bobby George, Sakshi Malik, Viren Rasquinha, Somdev Devvarman, Trupti Murgunde, Rahul Banerjee, Kripa Shankar and Satish Shivalingam. We will also have the world-renowned Sprinter and four-time Olympic medalist, Yohan Blake, considered to be the second fastest man after Usain Bolt as a marquee expert on the show. The comprehensive coverage for the global event will be broadcast LIVE in four languages: SONY TEN 2 and SONY SIX channels in English, SONY TEN 3 channels in Hindi and in Tamil &amp; Telugu on the newly launched SONY TEN 4 channels. <cmsannotation type="cmsannotation" annotationid="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?" text="Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?">Q. How do brands get to benefit from advertising on Olympics through Sony this year? What is your advice to brands who are advertising? How can they get the best bang for their buck?</cmsannotation> The Olympic Games is an extremely premium global sporting event, the greatest show on earth with 200+ countries, 11000+ athletes across 339 events in 33 different sports, encompassing a total of 50 disciplines. As I mentioned earlier, this year, we have rolled out the grandest campaign for this showcase event involving 30+ luminaries across the country. The sheer association to the Olympics for any brand will create and drive great brand perception and awareness value. We have offered value-based propositions to our clients and have ensured that we amplify their associations with athletes in the Indian contingent which they might be sponsoring. The brands have also been given the opportunity to ride on the back of the amazing build- up programming which we have locally produced adding to the brands association and visibility. Series like “Torch bearers” are resonating well with our audiences. We are also excited to offer a new breakthrough innovation “Split Screen” advertisement opportunity during the live broadcast. This will help the brands break away from the clutter and amplifies the brand’s visibility manifold without intruding into the viewing experiences of our audiences. This new technology is a game changer and will surely get the best ROI for our key sponsors. <cmsannotation type="cmsannotation" annotationid="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?" text="Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?">Q. How do you think sports marketing has changed in India in the last few years? Any interesting trends that you are expecting to see as we move forward?</cmsannotation> While Indian Cricket will dominate viewership and revenues, Sony Sports has been consistently making efforts to massify and popularize other sports. Sony Sports is a global multi-sporting arena and sports marketing here, is not only talks to the purists but also focuses on attracting fence-sitters and newer audiences to join the Sony Sports community. This has paid off and every year our viewership for sports like WWE, UFC, football properties like UEFA Champions League and non-India cricket is steadily growing. Even the recently concluded UEFA EURO 2020 on our sports channels has seen massive growth compared to the last edition in 2016 by almost 70% Sports as an entertainment quotient is only going to grow.

Sony Sports has embarked on a mission to popularize the athletes participating in the Olympic Games Tokyo 2020 and to make them household names: Rajesh Kaul of SPN

<ul><li><keyword id="2755348" type="PERSON" weightage="20" keywordseo="Tokyo-Olympics-2020">Tokyo Olympics 2020</keyword> will see the participation of athletes from 206 countries.</li><li>Around 11,000 athletes are expected to be part of the event.</li><li>The opening ceremony of the <keyword id="395647" type="SPORT" weightage="20" keywordseo="Tokyo-Olympics">Tokyo Olympics</keyword> will begin at 4:30 pm IST on July 23.</li></ul>Tokyo Olympics 2020 is the biggest and one of the most anticipated sporting events of the year. Although the current year is 2021, the organisation has retained its official name Tokyo Olympics 2020 after it was postponed due to the pandemic last year. The rescheduled event is all set to kick off at the newly constructed Japan National Stadium on Friday, July 23. The games are scheduled to go on from July 23 to August 8. The Olympics Games will see the participation of around 11,000 athletes from 206 countries. They will be competing for 339 gold medals across 33 sports. The Tokyo Olympics 2020 will see India’s largest contingent to feature at the mega sporting event ever. At least 119 Indian athletes will compete for glory across sports. Here are the details on how and where you can live stream the <keyword id="11576394" type="UNKNOWN" weightage="20" keywordseo="Tokyo-Olympics-Opening-Ceremony">Tokyo Olympics opening ceremony</keyword>: Where will the Tokyo Olympics 2020 opening ceremony take place? The opening ceremony of the Tokyo Olympics 2020 will be held at the National Stadium in Tokyo. At what time will the opening ceremony begin in India? The opening ceremony of the Tokyo Olympics will commence at 8 pm local time or 4:30 pm IST on July 23, 2021. Where can I watch the Tokyo Olympics opening ceremony live stream in India? Sony Sports Network has the exclusive rights to broadcast all events of the Tokyo Olympics 2020 including the opening ceremony live in India. Sony TEN 1 and Sony TEN 2 will feature English commentary while Sony TEN 3 will have Hindi commentary. You can live stream the Tokyo Olympics opening ceremony online on SonyLIV and platforms like JioTV that have Sony TEN 1, Sony TEN 2 and Sony TEN 3 channels. SonyLIV is a subscription-based platform and the premium plan can be purchased at ₹299/month or ₹999/year. What to expect from the Tokyo Olympics opening ceremony? As most opening ceremonies celebrate the culture of host countries, we will also see Japanese culture come to light on Friday. It is expected to showcase popular video game characters built in Japan, such as Nintendo's Mario &amp; Luigi. SEE ALSO: <a href="https://www.businessinsider.in/sports/news/more-than-300-horses-traveled-to-the-olympics-on-special-flights-complete-with-passports-in-flight-meals-and-mandatory-covid-quarantines/articleshow/84565150.cms">More than 300 horses travelled to the Olympics on special flights complete with passports, in-flight meals, and mandatory COVID quarantines</a> <a href="https://www.businessinsider.in/sports/news/the-olympics-are-already-being-ravaged-by-covid-19-and-some-athletes-are-pulling-out-of-the-games/articleshow/84560330.cms">The Olympics are already being ravaged by COVID-19 - and some athletes are pulling out of the games</a>

Tokyo Olympics: How and where to watch the opening ceremony live stream in India

<ul><li><keyword id="3163762" type="PERSON" weightage="20" keywordseo="SonyLIV">SonyLIV</keyword> has roped in over 50 advertisers for India’s tour of Sri Lanka comprising three ODIs and three T20s.</li><li>Some of the brands it has onboarded includes Apple, HUL, Amazon, JSW, TVS, Tata Motors, <keyword id="26280" type="COMPANY" weightage="20" keywordseo="amul">Amul</keyword>, <keyword id="11673053" type="UNKNOWN" weightage="20" keywordseo="dafanews">Dafanews</keyword>, <keyword id="6416838" type="PERSON" weightage="20" keywordseo="coindcx">CoinDCX</keyword>, <keyword id="143842" type="COMPANY" weightage="20" keywordseo="Mobikwik">Mobikwik</keyword>, <keyword id="4306161" type="PERSON" weightage="20" keywordseo="Cars24">Cars24</keyword>, Medibuddy, Bridgestone, Acko General Insurance &amp; GoDigit amongst others.</li></ul>SonyLIV has announced that it has roped in over 50 advertisers including brands like Apple, HUL, Amazon, JSW, TVS, Tata Motors, Amul, Dafanews, CoinDCX, Mobikwik, Cars24, Medibuddy, Bridgestone, Acko General Insurance &amp; GoDigit amongst others for India’s tour of Sri Lanka comprising three ODIs and three T20s that began on July 18 and will go on till July 29. The series can be viewed live across 6 different languages including Hindi, English, Tamil, Telugu, Malayalam, and Bengali only on SonyLIV. With the increasing viewership coupled with the love for cricket amongst fans, SonyLIV has also locked sponsorship deals with some of the most prominent brands like Vimal, Betway, WazirX, and Swiggy. The platform is also set to provide comprehensive coverage of the Tokyo Olympics 2020 from July 23. Ranjana Mangla, Sr. VP &amp; Head of Ad Revenue, SonyLIV said, "We are elated to witness an overwhelming response from our advertising partners for all our sporting events that air on SonyLIV. Following the success of Euro 2020, we have managed to onboard more than 50 advertisers and multiple sponsors for India’s tour to Sri Lanka. Like always, we are committed to providing the best viewing experience for all global sporting events on the platform."

SonyLIV on-boards over 50 advertisers for India’s tour of Sri Lanka

<ul><li>Euro beats FIFA world cup 2018's views and watch time on <keyword id="3163762" type="PERSON" weightage="20" keywordseo="SonyLIV">SonyLiv</keyword> with 14 million hours of streaming.</li><li>The platform has sold 100% of its inventory for <keyword id="963902" type="PERSON" weightage="20" keywordseo="Euro-2020">Euro 2020</keyword>. </li></ul>Hearts racing, adrenaline pumping as thousands of fans across the country gear up to witness the finals of the biggest football extravaganza in Wembley, London on 11th July. Before the final kick-off, Euro has already outdone the FIFA world cup 2018 views and watch time. With a total of 14 Mn Hours of streaming, the engagement level of users has increased ever since the first match on 11th June 2021. Making the tournament an unprecedented hit, the platform garnered a remarkable rise in viewership with matches like Portugal vs Germany, followed by Croatia vs Spain, France vs Switzerland, and England vs Germany from the playoff stage (Round of 16). Euro 2020 has been a crowd-puller on SonyLIV and is being viewed across more than 400 cities in India. The platform has recorded significantly higher viewership from football loving states like West Bengal, Northeast, Kerala and Goa. Also, the streaming of the matches in 6 different languages has seen encouraging traction in smaller non-metro cities. The uptake of subscriptions in non-metros has doubled as that of metro cities. With the much-loved tournament coming to an end, football enthusiasts cannot wait for the 2nd semi-final to kick-off between England and Denmark on 7th July. Which team will join Italy in the finals on 11th July is something you need to watch out for on SonyLIV. Ranjana Mangla, Head Ad Sales Revenue, SonyLIV said, "Euro 2020 has been a great tournament for us. We successfully sold out 100% of our inventory with 7 sponsors (<keyword id="6672551" type="UNKNOWN" weightage="20" keywordseo="wazirx">WazirX</keyword>, <keyword id="1763236" type="PERSON" weightage="20" keywordseo="CRED">Cred</keyword>, Acko General Insurance, Dell Technologies, Mahindra, Betway and Black&amp;White) and more than 35 brands from across categories like Auto, Electronics, Banking, Finance, Insurance, Technology &amp; FMCG. During this period Spotlight Roadblocks on the platform have also been a huge hit amongst advertisers. Riding high on the overwhelming response by our advertising partners for Euro 2020, we are confident of onboarding several more for Olympic Games Tokyo 2020 as well as our strong upcoming line-up of global sporting events." Talking about the successful association, sponsors of SonyLIV, Nischal Shetty, Founder and CEO, WazirX said, "SonyLIV is the destination for sporting enthusiasts for many global sporting events in India. Associating with a platform that caters to a vast audience with their various entertainment offerings has been a great association. The success of Euro 2020 drew a great number of viewers and that has helped us engage better with our target audience. Ashish Mishra, EVP Marketing, ACKO said, "Our association with SonyLIV has been a fruitful one as it helps ACKO reach niche audiences across top cities. They have some great live sports content lined up, starting with the Euro 2020 which has been a huge success, bringing in diverse viewers. Our goal was to introduce the brand to newer audiences and through this partnership we successfully managed to get the desired reach and have continued to stay top-of-mind."

Euro 2020's viewership on SonyLiv beats 2018's FIFA World Cup

<ul><li><keyword id="177241" type="General" weightage="20" keywordseo="groupm" source="Orion">GroupM</keyword> ESP, the entertainment, esports and sports division of GroupM India has released the 9th edition of Sporting Nation in The Making, its sports report that takes into consideration the sponsorship spends, player endorsements and media spends on sports properties.</li><li>The report estimated that the size of the Indian sports industry spends had surpassed Rs 9500 crore in 2021. It also revealed that the spending on sports celebrity endorsement grew by 11% year-on-year in 2021.</li></ul>GroupM ESP, the entertainment, esports and sports division of GroupM India in its sports sponsorship report for India 2021 said that the size of the Indian sports industry spends was estimated to have surpassed Rs 9500 crore in 2021. The report also stated that the spending on sports celebrity endorsement grew by 11% year-on-year in 2021. 2021 saw an echoing comeback for sports sponsorships and media deals, as compared to 2020 when the pandemic took over. 2021 got our Sporting Nation back to a billion-dollar scale with a 62% growth over 2020. India’s performance at the Tokyo Olympics has been a morale booster for budding sports talent in the country and 2022 will bring new opportunities in multi-sport events. With INR 6018 Cr, Sports Adex surpassed 2019 levels in both TV &amp; digital. <keyword id="1521" type="General" weightage="20" keywordseo="cricket" source="Orion">Cricket</keyword> yet again, remains the most popular sport, accounting for 94% of the sports AdEx. The media spends on cricket in 2021 was higher (Rs 5657 crore) than the overall media spends of 2019 (Rs 5232 crore). A total of 444 brand endorsement deals have happened in 2021, with cricketers accounting for 318 endorsement deals and 87% of total brand endorsement value. The Olympic Year of 2021 increased Emerging Sports Athletes' endorsements by 79%, accounting for 13% of the overall brand endorsement value. <keyword id="232445" type="General" weightage="20" keywordseo="prasanth-kumar" source="Orion">Prasanth Kumar</keyword>, CEO – GroupM South Asia said, “2021 was a year of a major comeback for the sports industry. Not only in sports but we saw growth in sponsorships, endorsements, and media expenses in 2021. This year will also be a good re-start point for brands to invest in sports properties since sports will see a rise and will in-turn deliver ROI to brands. Apart from this, we even saw esports gaining significant traction and there was a major rise in the number of gamers in the country. Properties like PKL, ISL, etc. are also seeing a major rise in followers which goes to show that India is heavily invested in overall sports from an interest and inquisitiveness standpoint. As for cricket, we are seeing a growing interest by Foreign private equity giants investing in Indian cricket which is proving that Cricket will continue seeing a huge surge in India and with 2021 getting cricket back on track, we are seeing 2022 racing ahead, aiming to cross INR 10,000 Cr mark.” Acceptance of visual media for live sports broadcast by fans led to a great demand of platforms like SonyLiv and Disney Hotstar who are now streaming a variety of sports for their audiences. We see the OTT space becoming more competitive in the years to come since India is adopting OTT for live streaming sporting action. <keyword id="345370" type="General" weightage="20" keywordseo="vinit-karnik" source="Orion">Vinit Karnik</keyword>, Head – Sports, Entertainment and Esports, GroupM South Asia said, “India as a Sporting Nation has finally arrived, overcoming all barriers brought in by the pandemic. Cricket being the hero of India, contributed 88% of the sports spends. IPL and T20 WC boosted the sports adex growth. We also saw emerging sports contributing 12% on the overall sports spends. The media spends in 2021 were the biggest contributors, who accounted for almost two-thirds of all sports industry spending. While sports celebrity endorsement was on the rise in 2021, Virat Kohli, MS Dhoni, <keyword id="13937" type="General" weightage="20" keywordseo="rohit-sharma" source="Orion">Rohit Sharma</keyword>, Neeraj Chopra and PV Sindhu are the top athletes in the sports celebrity brand endorsement space. 2022 will be an exciting year with the Asian Games, FIFA World Cup, Premier Badminton League, and many more properties coming up, and the fans are in for a treat. The sports arena is an exciting drive ahead from the fanbase lens and the business lens too and we have a host of opportunities in the Indian sports industry.” With an action-packed 2021, media spends in sports saw some heavy scoring in India as brands and consumers were brought closer by broadcasters. Technology also played a very crucial role in evolving the way people appreciate sports. The household penetration of TV sets in different markets over the country saw a major role in the growth of sports properties. With this, TV continues to be the largest medium since 2021 saw overall ad spends of Rs 5051 crore, which was a growth of 59% over 2020 and we saw digital spends touching Rs 965 crore.

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SonyLIV witnesses 3X increase in viewership with its recent sporting events

BI India Partner

Sony Sports has embarked on a mission to popularize the athletes participating in the Olympic Games Tokyo 2020 and to make them household names: Rajesh Kaul of SPN

Karuna Sharma

Tokyo Olympics: How and where to watch the opening ceremony live stream in India

Shadab Rabbani

SonyLIV on-boards over 50 advertisers for India’s tour of Sri Lanka

BI India Partner

Euro 2020's viewership on SonyLiv beats 2018's FIFA World Cup

BI India Partner

The spending on sports celebrity endorsements grew by 11% year-on-year in 2021: GroupM ESP’s Sporting Nation Report 2022

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