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<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.

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

<ul><li>The size of the <keyword id="8900632" type="UNKNOWN" weightage="20" keywordseo="Indian-sports-industry">Indian Sports Industry</keyword> in 2020 is estimated at INR 5894 Cr ($ 796 Mn). This takes into consideration the following - <keyword id="933048" type="PERSON" weightage="20" keywordseo="Sports-sponsorship">Sports Sponsorship</keyword> Spends, Sports Celebrity Endorsement, and Media Spends on Sports Properties.</li><li>The biggest share here goes to media.</li></ul>GroupM ESP, the entertainment, esports and sports division of GroupM India today released the sports sponsorship report for India 2020. The size of the Indian Sports Industry in 2020 is estimated at INR 5894 Crores. This report takes into consideration - sponsorship spends, celebrity endorsement and media spends on sports properties. The biggest share here goes to media, where advertisement spends on TV, Digital and Print media contributed to INR 3657 Crores, which accounts for 62% of the total spends. Sponsorship Spends included On-Ground Sponsorships, Team Sponsorships and Franchise Fee, and this took up 28% of the industry pie, which translates to an amount of INR 1673 Crores. An interesting shift that gained momentum in 2020 was the athlete endorsement which grew 5% over 2019, against the run of play in a year ravaged by the pandemic. During the period of inactivity in sports, there was a significant step jump in the level of social media influencer activity among popular athletes. Here again, cricketers ruled the roost, with a 92% share of the pie. Of the 377 endorsement deals that happened last year, 275 involved cricket players. 2020 also saw female athletes pulling in brands and the continued success of these stars is proof of the fact that our champions are loved, and we are proud of them. As the sporting nations wait eagerly in anticipation, the stocks are highly in favour of endorsements from our athletes. The lockdown had also catalyzed the growth in certain sectors. The absence of live sports along with a sub-optimal supply of fresh OTT content led to the shift towards gaming; the month of April 2020 saw an 11% increase in users per week along with a significant jump in average time spent per gamer. This led to a sudden boom in e-sports in 2020, with communities getting built and multiplayer activities gaining ground. Over the last three years, there has been a doubling in the gamer base as well as viewership numbers in the time. Despite the Covid-19 threat and multiple risks, India’s foremost sporting league, the Indian Premier League (IPL) got underway in UAE in September much to the delight of fans, players, franchisees, sponsors, and rights holders. The success of the IPL was a great demonstration of the qualities of brinkmanship and improvisation, just what the doctor ordered to lift the spirits of a nation in which cricket is followed with religious fervour. Even as the absence of a fair share of events has rendered year-on-year comparisons irrelevant, two things are extremely heartening. First, the overall levels of business seen in the industry in 2020, and then, the high running momentum as we exit the year and move on to 2021.In November, the Indian Super League (ISL) got underway in three venues in Goa with strict protocols and adherence to bio-bubble considerations. This was the first major sports event to be held in India after the pandemic; giving ample demonstration of our ability to pull off an event of this magnitude under such circumstances. Prasanth Kumar, CEO - GroupM South Asia said, “With the lockdown being enforced and subsequent stoppage of play on the field, the void was stark with no visibility on how the anti-Covid efforts would pan out. And even without any activities, our sports heroes stayed close to us. They came closer by actively engaging with their followers on social media and the spontaneity of this online content flow and with the open arms that we welcomed it, is the demonstration of the power of sports in our country. Speedy responses and improvisations are on the go where what the situation demanded and among the many things the Covid-19 situation taught us marketers, was the need to be adaptable as the tide turns fast around us.” <keyword id="345370" type="PERSON" weightage="20" keywordseo="Vinit-Karnik">Vinit Karnik</keyword>, Head – Sports, Esports and Entertainment, GroupM South Asia said, “Many sports properties were either cancelled or postponed and even sponsorship and media spends were impacted. But it is commendable how the sporting ecosystem reacted to this crisis taking into consideration the very fact that sports were back sooner than expected. Even in the face of an adverse context, the stakeholders came together to provide the spark the industry needed. The IPL and ISL are an exemplary demonstration of India’s preparedness to host major sporting events under such taxing circumstances. With many sporting events lined up in 2021, fans might have to make choices between certain events in terms of what, when and how much to watch, leading to a rise in demand for subscription viewing in live sports. 2020 looks like that proverbial backward step we take before a giant leap, like the one we are expected to take in 2021, as part of the making of the sporting nation." The past decade has seen the sports ecosystem coming on its own and as the Covid-19 threat put the brakes on the ecosystem, it has brought the stakeholders closer to one another as we found ways to work around the crisis. As India moves into the decade of the 20s, marketers can expect a continuous evolution in the state of affairs in the sports industry. As new content platforms emerged in the wake of the shortage of live sports in 2020, it will increase the demand for sporting content and its consumption in our country.

Indian Sports Industry in 2020 is estimated at Rs 5894 crore; cricket claims 87% share of sports sponsorship pie: GroupM ESP

<ul><li>IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans and players. </li><li>Even though the pandemic has seen a direct impact on the <keyword id="10091989" type="UNKNOWN" weightage="20" keywordseo="sports-sponsorship-market">sports sponsorship market</keyword>, IPL continues to carve a niche for itself in India while also keeping its fans engaged. </li><li><keyword id="7463791" type="PERSON" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. </li></ul> ESP Properties, the entertainment and sports division of <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword>, cited that the IPL 2020 sponsorship crossed the ₹500 crore mark this season. IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans and players. Even though the pandemic has seen a direct impact on the sports sponsorship market, IPL continues to carve a niche for itself in India while also keeping its fans engaged. The current position at which IPL stands is quite strong considering how the pandemic has taken a toll in India. This year ESP properties, being at the forefront, helped multiple brands in different categories close deals for IPL, some of them include; Paytm, Colgate, Myntra, Lifebuoy, Cadbury Dairy Milk, Clear Shampoo, Acko Insurance, MPL, Center Fruit and Tata Tea – Chakra Gold amongst others. IPL 2020 has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship. <keyword id="345370" type="PERSON" weightage="20" keywordseo="Vinit-Karnik">Vinit Karnik</keyword>, Business Head, <keyword id="9208643" type="COMPANY" weightage="20" keywordseo="groupm-esp-properties">GroupM ESP Properties</keyword> said, “Sport is a universal language that connects everyone. While Cricket in the country returned with IPL – India welcomed it with a tremendous fervour despite the games being delayed and in a ‘no-live audience’ scenario. GroupM played a pivotal role in closing central and team sponsorships deals this year which goes to show that in a pandemic like this, brands have leveraged IPL to communicate their brand stories in the best way possible. With the heartfelt connection that our country has with the IPL phenomena, the fans made sure that they loyally and virtually welcome the games making sure that COVID-19 does not impact their vibe.” Despite the slowdown, backed by its growing presence IPL continues to attract strong consideration from advertisers and add to the year on year growth of the sports business industry.

IPL team sponsorship crosses ₹500 crore mark this year: GroupM’s ESP Properties

<ul><li>As per the report, 2019 saw a healthy 17% growth in the overall <keyword id="933048" type="PERSON" weightage="20" keywordseo="Sports-sponsorship">Sports Sponsorship</keyword> market in India with the value crossing the mark of ₹9000 crore or $ 1286 million for the first time ever.</li><li>57% of the total Sports Sponsorship Industry was on account of media spends, which delivered ₹800 crore. </li></ul>ESP Properties- the entertainment and sports division of <keyword id="1601118" type="COMPANY" weightage="20" keywordseo="GroupM-India">GroupM India</keyword> today released the 2020 report on sports sponsorship in India. Overall growth in Sports Sponsorship at a healthy 17% where the Sports Sponsorship Industry crossed the INR 9000 Crore mark in 2019. 2019 was the year for Cricket and dominated the sports advertising sector unanimously. IPL &amp; ICC World Cup gave a push in both, On-Ground Sponsorship and Media Spends. On-ground Sponsorship grew by 25%, for the first time, crossing INR 2000 Crore mark. Overall industry upsurge was INR 1347 crore of which INR 800 crore was contributed by media spends alone growing at 18%. Digital shot up by a whopping 84% from INR 475 crore to INR 875 crore.. While TV continues to grow as the biggest medium for ad spends in sports, brands are also having a clear digital plan along with a presence on TV to build a rapport with their consumers by reaching out to them in more ways than one. Engagement and interactivity are important elements of consumer marketing, and digital technology can be leveraged well to give differentiated solutions to sports lovers. 2019 also saw fantasy sports applications growing fast as advertisers and this traction will be carried forward into 2020 also with new experiences for the Indian sports fan. BCCI home series deals saw double the jump in sports sponsorship amounts. Paytm’s bid was at 58% incremental value in comparison to the previous per match value. Dream11, Lafarge Holcim (ACC Cement and Ambuja Cement), Hyundai will be the official sponsors for the next four years. At INR 2.59 Crore per match, the three sponsors will layout 73% more than the previous round. 
	
 
 
 <div type="image" title="Media Spend_infographic 1" msid="74590492" hostid="261"></div>







 <keyword id="345370" type="PERSON" weightage="20" keywordseo="Vinit-Karnik">Vinit Karnik</keyword> - Business Head, <keyword id="3199196" type="PERSON" weightage="20" keywordseo="ESP-Properties">ESP Properties</keyword> said, “Indian sports industry is on an upward trajectory breaking new grounds year-on-year. While cricket proved its dominance in 2019, overall the last 5 years the industry has doubled its size. If we look further, we can see a strong CAGR of 12.8% in the business of sports over the last 10 years, making it one of the strong pillars of the Indian economy. With the sports industry growing at 17% in 2019, the momentum on sports with added thrust from the government provides a holistic opportunity for the sector. Initiatives like Khelo India and Fit India movement are drivers towards making India a truly sporting nation.” Prasanth Kumar, CEO of GroupM South Asia said, “Over the last decade, we have witnessed the growth of sports leagues and their gaining popularity across the country. The sports industry has been growing and has witnessed a significant upward shift in the overall ad spends. The passion and excitement that’s involved in this platform have only strengthened. We see more and diverse audience indulging with this platform. Many innovations and leverage of assets in this space are powerful opportunities. As we are unfolding another decade, we see this space to be providing powerful thrust for greater brand stories.” The endorsement industry grew by 11% where cricketers contributed the most yet again validating the point that sports leagues and celebrity endorsements go hand in hand. In 2019, 70 new brand endorsement deals had happened. 50 out of 70 endorsements were done by cricketers. While 85% of total brand endorsements have come from cricketers, Virat Kohli and MS Dhoni pulled away 63% of the total brand endorsements. A total of 329 endorsement deals took place out of which 228 brands signed up with cricketers. The non-cricketing space was dominated by women athletes. Badminton queen P V Sindhu was the leading non-cricketing athlete in 2019 in terms of brand endorsements. While Sindhu added four brands to her portfolio, the most notable one among them was her tie-up with VISA that made her the first Indian athlete to endorse the financial services brand. 
	
 
 
 <div type="image" title="Sports Industry Data_Infographic 1" msid="74590451" hostid="261"></div>







 Mary Kom was another prominent name in the list of brand endorsers. While she brought glory for India at international Boxing events, she also added four brands to her tally. Adding to their list of brands were track &amp; field sensation Hima Das and Olympic Medallist Sakshi Malik too. All the women athletes added 11 new brands in 2019 takes the tally to 45 from 34 in 2018.

Indian Sports Sponsorship crossed ₹9000 crore in 2019; 57% came from media spends: GroupM’s ESP Properties

<ul><li>The big bang Bollywood show might be bracing for a slowdown which might not have affected it yet. </li><li>Indian comedians are mocking about how Indian International Film Academy Awards (IIFA) being held in Mumbai, is a sign of an economic slowdown. </li><li>However, experts believe it can be a good opportunity for the <keyword id="34968" type="PERSON" weightage="20" keywordseo="bollywood-industry">Bollywood industry</keyword>. </li></ul>Comedians are joking about how Indian International Film Academy awards (IIFA) being held in Mumbai, is a sign of an economic slowdown. However, the organizers of the show which is known for its pomp and splendour in international locales, call it the homecoming of the show on its 20th year. <div type="twitter" handle="sapanv" handlename="Sapan Verma" image="http://pbs.twimg.com/profile_images/1172402203404824577/QS8J-nVO_normal.jpg" favoritecount="2337" retweetcount="355" status="Bollywood stars ka offsite aka IIFA is happening in Mumbai and if that's not a sign of the Indian economy slowing d… https://t.co/X6WgjDArRV" createdat="1568654467000" id="1173648018463002624"></div>

 Wizcraft International, the organizer said that it is getting positive response from the industry as well as the government. And that, the proof lies in ticket sales. The show which will be held on September 18, has already sold out a majority of its seats. As of September 17, only 55 seats of the total 2,500 are available on<a href="https://in.bookmyshow.com/events/iifa-awards/ET00111132"> bookmyshow.com</a>. This is even as the ticket prices have gone up in the last few years. Depending on the proximity to the stage, the tickets are retailed between ₹10,000 to ₹90,000. In spite of the sales, the big bang Bollywood show might be bracing for a slowdown which might not have affected it yet. After all, the entire media and entertainment industry revised its growth estimates to 12% from its earlier 13% for the financial year, <a href="http://71166633.cms">said an Economic Times</a> report. In spite of landmark events like Lok Sabha Election and the ICC world cup, the subdued growth is due to uncertainty in the market and lower TV ad spends. "IIFA has always Bollywood in gaining international traction and it is as international as it gets. It isn't a sign of slowdown. As far as I know, 5-7 advertisers have already backed the awards and the ticket sale can give a better picture,” Vinit Karnik, Business Head - Entertainment, Sports &amp; Live Events at GroupM told Business Insider India. Until now, the awards, popularly dubbed "Bollywood Oscars" by international press, was held at 16 countries. This year by holding it in Mumbai, the heart of Bollywood would save the organizers a few millions on travel and accommodation costs of stars and their entourage. It is not an unwise decision to make in the current time. The IIFA awards will be held at Sardar Vallabhbhai Patel Indoor Stadium at 8pm. See also: <a href="https://www.businessinsider.in/bumble-india-has-announced-a-5000-grant-for-women-entrepreneurs/articleshow/71150307.cms">Priyanka Chopra backed Bumble announces $5000 grant for women entrepreneurs</a>

Bollywood is rewarding its best from the comfort of its home for the first time ever

After Iodex, Yonex, Bajaj Nomarks, India’s ace badminton player <keyword id="30618" type="PERSON" weightage="100" keywordseo="Saina-Nehwal">Saina Nehwal</keyword> will now be seen endorsing products for Kellogg. 
 
World Number 2 in women’s singles, Nehwal, signed the two-year deal pegged at around Rs 1.5 crore, outpacing tennis star Sania Mirza and boxer Mary Kom. 
 A spokesperson of <keyword id="98896" type="COMPANY" weightage="100" keywordseo="Kellogg-India">Kellogg India</keyword> confirmed the deal with Nehwal but did not divulge any further details. 
 
"Kellogg is looking for a repositioning exercise with Saina... the advertising is likely to break next month," one of the persons familiar with the development told Economic Times. 
 
Nehwal has also endorsed Indian Overseas Bank and the Sahara group. 
 
National director of sports and live events at GroupM ESP, Vinit Karnik, told ET Saina is the highest paid woman sportsperson in India. 
“Sania Mirza's endorsement fee used to be the highest till about five years back. But Saina has been far more visible on the circuit, which is what brands look for,” he told the financial daily. 
 
However, few managers believe that gap between earnings of male and female sportstars still remains wide. 
 
Indian cricket team captain Mahendra Singh Dhoni charges over Rs 10 crore for brand endorsement and Virat Kohli's fee is Rs 5-6 crore. 
But, talent management firm Kwan's promoter Anirban Das told ET, "It's a reflection of the popularity of the sport rather than a function of gender. The reach of cricket still hugely overshadows any other sport in India." 
 
(Image: Reuters)

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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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Indian Sports Sponsorship crossed ₹9000 crore in 2019; 57% came from media spends: GroupM’s ESP Properties

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