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Value of Sports Marketing Anil Dua Sr. Vice President –Marketing & Sales Hero Honda Anil Dua Sr. Vice President –Marketing & Sales Hero Honda
Physical /mental /equipment
So, there is immense value… But..the yardsticks are different…
Subjective or Objective ?
Tangible or intangible ?
Predictable or unpredictable ?
Control on quality ?
Group consumption or individual consumption ?
How much is the value ? INR spends in Crores on Sports marketing Source : AdEx, Group M estimates
Where is the value ? % of spends on various components of sports marketing Source : AdEx, Group M estimates
Cricket dominates overall spends… Sports sponsorships in 2008 Source : AdEx, Group M estimates
and also in team sponsorship…. Team sponsorships in 2008 Source : AdEx, Group M estimates
Sports Genre Sport EventChannelAvg. TVRs CricketIPLSET Max4.50 * SoccerEURO CupESPN0.56 TennisUS OPENTen Sports0.10 RacingF1 Grand PrixSTAR Sports0.07 GolfEuropean Tour - Sas MastersTen Sports0.04 HockeySultan Azlan Shah CupZee Sports0.02 BasketballNBAESPN0.02 BadmintonIndonesian OpenESPN0.02 BoxingSr National Boxing ChampionshipDD Sports0.01 *FIFA in 2007 had a rating 0f 1.01 GEC GenreEventChannel Avg. TVRs - Male TG Avg. TVRs - Female TG GECKyunki Saas Bhi KabhiSTAR Plus2.93.9 GECHH SRGMP ChallengeZee TV2.83.7 GECDulhan / Saat PhereZee TV23.4 and in deliveries…
Hero Hondas association with sports
On ground On air
The real value is in taking it down the line
and in leveraging national events
and also in getting into our core product area
Share of Voice higher than Share of spend TG – Male, 18 -40 yrs Great ROI
Sponsoring sports – Inspiring people
Is it enough?
Olympics 2008 medals tally
What ails Indian sports ? Not enough playing population ? Not enough interest ? Not enough access ? The ability to participate depends on a variety of enabling social conditions Amartya Sen
What ails Indian sports ? Infrastructure Institutional & administrative reforms – Talent tapping – Talent nurturing – Social security Awareness & Interest
Opportunity – India Land of Sports…..but few Heroes…
Making the cycle self perpetuating
Lets give sports a chance… Thanks….
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