Value of Sports Marketing Anil Dua Sr. Vice President –Marketing & Sales Hero Honda Anil Dua Sr. Vice President –Marketing & Sales Hero Honda.

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Presentation transcript:

Value of Sports Marketing Anil Dua Sr. Vice President –Marketing & Sales Hero Honda Anil Dua Sr. Vice President –Marketing & Sales Hero Honda

Competitive

Physical /mental /equipment

Formal

Informal

Products

Passion

Mass appeal

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 Plus GECHH SRGMP ChallengeZee TV 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, 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….