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Impact of Sports Marketing in India and Sri Lanka
Impact of Sports Marketing in India and Sri Lanka
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Suntharalingam Thanuraj
Athletic Coach
Department of Sports development
Ministry of Sports, Sri Lanka
Email: thanuraj@gmail.com, Tel: +94777770035
Sellathurai Jeganenthiran
Lecturer
Dept. of Sports Sciences & Physical Education
Faculty of Applied Science.
Sabaragamuwa University of Sri Lanka
Email: jeganenthiran@gmail.com, Tel: +94774968263
Abstract
The prevalence of sports marketing among leading brands exemplifies its effectiveness
compared to other marketing channels such as music and movies. The expenditure in sports is
not just a resource that helps deliver a desirable return on investment, but a long-term
Contents
Introduction
Conclusion
Introduction
At least 80% of the leading brands in various industrial sectors in India employ sports
marketing in the pursuit of commercial objectives (Madani and Mitra, 2010). In neighboring
Sri Lanka, cricket has attracted one of the largest sponsorship deals in the South Asian
continent. Leading telecommunications company Dialog Axiata has, in the last three years,
sponsored Sri Lanka ticket to the tune of Rs. 745 million. The sponsorship deal earned the
telecommunications team the title of the official sponsor of the National Cricket team,
enhancing the visibility of its brand locally and overseas. In addition, Sri Lanka has attained a
global reputation as a destination for sports tourism, which has enhanced the viability of sports
The effectiveness of sports marketing in enhancing brand awareness and preference among
consumers explains why Indian and Sri Lankan companies take a strategic and long term view
in how they associate with sports. Sports increase the salience of people’s emotions and
passions, which makes it possible for brands to leverage them to establish an emotional
connection with the fans. Empirical evidence suggests that as much as 65% of Indian brands
have invested in sports because emotions and passions are a fundamental element of sports
(Deepam and Sumith, 2014). Indian consumers perceive competitive brands as young and
energetic, which is one of the images that define sports. With the Indian consumer market
majorly comprising young people, it follows that sports offer brands a valuable platform for
India’s economic growth has created a middle class that is conscious about healthy
lifestyles. As such, it has become imperative for firms to position their offerings on addressing
the consumers’ health concerns. Sports convey the image of an active and healthy lifestyle,
which provides sports marketers the opportunity to connect with consumers who are conscious
about healthy lifestyles. Sports marketing primarily entail advertising spending and the
purchase of spots during telecasts of sports events. Sponsorship is also a favored marketing
channel among Indian sports marketers, with as much as 67% of top Indian brands having
investments in sponsorships (Kumutha, Kirubakar and Margaret, 2010). The Indian Premier
League has taken the lion’s share of the resources that companies have invested in sports
sponsorship.
The opportunities for sports marketing have expanded as participative sports emerge; one
survey suggested that at least 40% of Indian sports marketers employed participative sports as
a marketing channel (Kumutha, Kirubakar and Margaret, 2010). It is not difficult to figure why
there has been a phenomenal rise in the preference for marketing using participative sports
when we consider how participative sports facilitate direct engagement and involvement with
consumers of a brand (Goldman, 2011). Over the recent past, the Indian sports landscape has
seen the sprouting of sports leagues that have created opportunities for marketers to sponsor
teams and leagues. Researchers suggest that at least 44% and 35% of sports marketers have
Considering the enormous resources that Indian sports marketers have invested in
sports marketing programs, they have found it essential to value the programs appropriately.
One of the most important yardsticks that Indian sports marketers use in evaluating sports
programs is the size of the spectator and participant base. Sports marketing programs cannot
attain their intended goals if the target audience is not large enough. The spectators and
participants in a sports event will hardly matter if the event does not provide adequate
opportunities to leverage a given brand. Thus, sports marketers also consider the opportunities
for leveraging their brands when deciding to invest in sports marketing programs.
Leading Indian brands have business objectives that they aim to attain when
undertaking sports marketing programs, and the most important one is the change of
consumers’ attitudes towards a brand. A key challenge of sports marketers in India is how to
leverage sports sponsorships for to attain marketing success continuously and over the long
term. Sponsorship programs are important in enhancing the reach and visibility of brands, but
it is more crucial to leverage the programs to meet the broader marketing and organizational
objectives. Few brands in India have invested resources on a scale that permits the leveraging
of sports marketing programs for the attainment of broader marketing and organizational
objectives.
The phenomenal success attained by the brands that have embraced sports marketing as a
marketing tool implies that there will be an increase its preference as a marketing tool. Surveys
have shown that the firms that have invested in sports marketing programs intend to increase
their investment in future, while brands that are yet to adopt sports marketing as a marketing
tool are interested in employing it in the future (Mazhari et.al, 2012). While there are limited
avenues for investing in the sports in India, the growth of other sports apart from the dominant
ones like soccer, hockey, and cricket implies the evolution of sports marketing.
There has been an increase in the Indian people’s exposure to the non-traditional sports, and
with the growth in channels, media coverage, and international success of the non-traditional
sports, people will gain more interest in the non-traditional sports. An increase in people’s
interest will expand the fan base of non-traditional sports, creating further avenues for sports
marketers.
Even the example of KABADDI game one of the famous traditional game in India and Sri
Lanka now calling PRO-KABADDI which is improving several ways such as marketing,
broadcasting, live streaming scores, special web pages , world cup competitions are efficiently
improving. The economic also improving specially multi million dollars money turn overs in
The increase in the popularity of other sports apart from the traditional ones will require the
sports marketers to change their strategic approaches in utilizing sports as a marketing channel.
Conclusion
Whether a game is played on the field, ice, or track, sponsors support the games, events, and
sports icons that are important to us. But why sponsor? After reading articles on marketing and
sponsorship the answer is clear. Sponsorships offers the ability to achieve several goals at once.
It enhances their image, shapes consumer attitudes, drives sales, heightens visibility, and
creates positive publicity. Often companies are looking to improve how they are perceived by
their target audience. Sponsoring events that appeal to their market are likely to shape buying
Sponsorships are becoming increasingly popular for companies. I have learned that
advantages, as well as showing support of the event. Additionally, sponsors are able to increase
Deepam K. J. and Sumith P. P., 2014. Sports marketing in India-Bangaluru Football Club.
Goldman, M. M., 2011. Post-Crisis Sports Marketing Business Model Shifts. Managing
Kumutha, N., Kirubakar, S.G. and Margaret, G.D., 2010. Prospects and strategies for sports
pp.i80-i80.
Madani, A.S. and Mitra, C.D., 2010. Sports marketing in India: Development of a fan
relationship strategy for an IPL team in the off season (Royal Challengers Bangalore).
Mazhari, M., Madahi, A., Sharifpour, Y., & Mirzai, M., 2012. The Status of Female Sports