Sports sponsorships have got down over the recent years. Going over the past analytics it has been analyzed that growth has been slowed down by 12% in 2018 as it was 14.1 % in 2017. Looking upon the statistics, on-ground sponsorship grew by 20% and team sponsorship grew by 7% in 2017. Looking upon the cricket then it has witnessed a hike of 34% with IPL contributing to the revenue of about ?600 Crore in 2018.
However, for the first time, the IPL team sponsorship tally touches ?300 Crore by the first time. However, the sponsorship for football gets down by ?30 Crore in 2018 which was de-growth of 17%. Vinit Karnik, Business Head of ESP Properties said, “Unlike other industries, the growth in sports depends upon the number of events that happen in a year.
2019 will witness massive growth owing to the huge cricketing season which includes IPL and ICC World Cup. We will play almost 25 matches in India as compared to 15 matches that were played in India. Football numbers have downgraded because in 2017 India hosted FIFA U17 World Cup but there was no such big event last year.”
The sport has spent an average of 9% more on media events as compared to the previous year with 85% of all the expenditure happened on the television in 2018. Whereas digital spend grows about 44%. Continuing to the previous conversation Karnik added, “Television will dominate sports advertising but there’s a serious double-digit growth in digital platforms as well. Since premium rights are with Hotstar and SonyLiv they will continue to dominate for the next couple of years.”
As far as other sports are concerned then the emerging sports are getting positive growth signals. Looking on to the other sports Pro-Kabbadi League has a very good year having a growth of 31% as compared to the previous year. Another sport was having a good year, i.e. our national sport Hockey when Odisha Government announced a 5-year deal with Hockey India. Also, TATA motors become the lead sponsor of Indian wrestling in the non- cricket team sponsorship.
Looking upon the athlete brand endorsement value then it bagged around 22% growth which costs around at ?482 Crore out of which 81% was accounted by cricket itself. Alone Virat Kohli and MS Dhoni pulled about 66% of all athlete endorsement out of which Virat Kohli has an endorsement of about ?200 Crore. Also, Badminton player PV Sindhu has acquired 11 brands deal which amount to ?35 Crore.