✍️ Vaibhaw Tiwari

🗓️ June 10, 2024

Have you ever noticed the array of advertisements while enjoying your favourite sport or cheering for your favourite team and wondered what that’s they were all about?

From the high-intensity cricketing field to an enthusiastic game of a Kabaddi match and the sidelines of a football game, they’re everywhere. In this article, we will uncover what it’s all about. So, stick around as we unearth the enigma of sponsorship and its impact on Indian sports.

A Win-Win Situation for Everyone with Sponsorships

Sport is one of the fastest-growing industries in India. But if you’re not riding the waves, chances are you’re not getting anywhere. That’s why every brand, as big as Reliance and sometimes even small local brands, decides to jump on the ship of sports sponsorship.

The biggest reason behind this is the opportunity it provides them to forge a deep connection with their targeted audience. That too, without the fanbase knowing they are being influenced. For example, if a CSK fan has to buy tyres for his vehicle, he is more likely to explore TVS company because he associates that company with his favourite team.

Understanding the numbers

The Indian Sports Sponsorship is, without a doubt, witnessing a golden age. Reports suggest a massive 105% growth in sponsorship value, reaching ₹5,907 Cr ($748 million), highlighting the sector’s economic boom. Cricket remains the undisputed king but with a 44% surge in sponsorships, endorsements, and ad spending.

This dominance is mirrored by a 20% rise in athlete endorsements, showcasing their marketing clout. While television maintains its grip on sports consumption, digital media is rapidly gaining ground. Live viewing, however, remains a goldmine for advertisers.  

How to get sponsorships?

If you have an opportunity to make it big, take it with both hands by following the key steps listed below:

1. Define your value position: clearly state what value—audience and media exposure—you bring to the table that will make you unique and attractive to sponsors.
2. Target right sponsors: research companies that will want to target the same audience that you have. Look for brands that are active in sports sponsorships or connected to your specific sport/event.
3. Crafting compelling proposal: putting pen to paper is the most crucial bit of getting sponsored, as you need to showcase your value proposition. Include details about your audience demographics, sponsorship packages with different benefits, and success stories from past sponsorships (if applicable).

The future of Indian Sports sponsorship is full of brimming opportunities and potential. With the nation’s sporting horizon expanding beyond cricket and sports like Kabaddi, football, and Volleyball coming into the foray, sponsorship opportunities will only grow many folds. This will also offer exciting possibilities for brands and sports organisations to expand.

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