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Sports Marketing in India and Sri Lanka

Article · February 2018

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Suntharalingam Thanuraj Jeganenthiran Sellathurai

Ministry of Sports Sabaragamuwa University of Sri Lanka
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 Sports Marketing in India and Sri Lanka

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

investment that enhances brand competitiveness.

Contents

Introduction

Effectiveness of sports marketing

Opportunities for sports marketing

Phenomenal success in sports marketing

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

as a marketing channel for firms and brands in Sri Lanka.

Effectiveness of sports marketing

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

interaction with a significant segment of the consumers.

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.

Opportunities for sports marketing

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

sponsored, respectively, teams and leagues.

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.

Phenomenal success in sports marketing

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

this specific marketing sites.

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

attitudes and help generate a positive reaction.

Sponsorships are becoming increasingly popular for companies. I have learned that

sponsorships offers significant opportunities for distinct marketing and competitive

advantages, as well as showing support of the event. Additionally, sponsors are able to increase

their credibility, image, and prestige in the market.

 References

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

Global Transitions: International Research Journal, 9(2), pp. 171-184

Kumutha, N., Kirubakar, S.G. and Margaret, G.D., 2010. Prospects and strategies for sports

marketing in India: an overview. British Journal of Sports Medicine, 44(Suppl 1),

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

Marketing Products, Management Science & Engineering, 6(2), pp. 79-85

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