Page 14 - CONNECT 2023-24

Branding and Advertising in Sports in India
Branding and advertising in sports has grown
significantly in India over the years due to
the rise in popularity of sports, especially
cricket, and the emergence of various
sports leagues. Here are some key aspects
of Indian sports branding and advertising:
The Dominance of Cricket:
Cricket is the most popular sport in India
and offers huge opportunities for branding
and promotion.
• The Indian Premier League (IPL) is one of
the biggest cricket leagues in the world,
attracting global brands and advertisers.
Team sponsorship, stadium branding and
player endorsements are common in cricket.
• Sports Leagues: Apart from cricket, many
other sports leagues like Pro Kabaddi League,
Indian Super League (ISL) and Premier
Badminton League have also emerged.
These leagues provide platforms for brands
to join the sport and interact with different
audiences.
• Celebrity Endorsements: Indian athletes,
especially cricketers, are often used as brand
ambassadors. Their popularity and reliability
to the public make them an attractive way
for companies to promote their products or
services.
• Team Sponsorship: Brands sponsor both
national and local sports teams to increase
their visibility and reach. This includes use
of the brand on team jerseys, merchandise
and stadium naming rights.
• Stadium Advertising: Advertising space in
sports stadiums is a valuable asset. Brands
can buy space on billboards, LED screens
and other advertising media to connect with
their personal audience and reach millions
on television.
Digital and Social Media: Digital marketing
and social media play an important role in
sports promotion. Brands use social media
2023-24 14
- Prof. Rasika Datar
to connect with fans and promote their
products. They also partner with sports
websites, apps and YouTube channels to
reach a wider online audience.
• Event Sponsorship: Brands often sponsor
sporting events, from marathons to tennis
tournaments. This way they can present
their products and services to a diverse and
engaged audience.
• Fantasy Sports: The rise of fantasy
sports platforms in India has created new
opportunities for advertising and branding.
Companies can promote their brands by
partnering with these platforms.
• Fan engagement: Indian brands are
increasingly focusing on fan engagement
through interactive campaigns, contests
and sports-related experiences. This
helps create a deeper connection with the
audience.
• Government initiatives: The Government of
India has promoted sports through initiatives
such as the Khelo India programme, which
aims to nurture talent at the grassroots
level. Brands can adapt to these initiatives to
show their commitment to the development
of the sport.
Ethical Considerations: Brands must
consider ethical considerations in sports
advertising. There have been cases where
advertisements or sponsorships have faced
backlash due to conflicts or ethical issues
surrounding the sport. Location: India is a
diverse country with several languages
and cultures. Brands often adapt their
advertising and branding strategies to
regional preferences and sentiments.
Overall, sports branding and advertising
in India is dynamic and growing. With a
passionate fan base and the emergence
of various sports leagues, it offers ample
opportunities for brands to reach their
target audience and increase their market
presence.