The Indian sports industry has a vast dimension and as per the reports Indian sports industry, it has been estimated that the spending surpassed Rs 9.500 crore in 2021. The report has been titled, ‘Sporting Nation in The Making’ and it takes note of the sponsorship spending, player endorsements and media spending on sports properties. According to the report, 2021 saw a resounding comeback for sports sponsorships and media deals, as compared to 2020 when the pandemic took over and posted 62% growth in 2021.
Details of the spending in the Indian Sports
Sports Adex surpassed 2019 levels in both TV and digital with the amount Rs 6,018 crore, the report stated. Cricket continues to dominate the sports segment, accounting for 94% of the sports AdEx. The media spends on cricket in 2021 saw an 8.1% to Rs 5657 crore growth in 2021 as opposed to Rs 5232 crore in 2019.
The spending on sports celebrity endorsement grew by 11% year-on-year in 2021. A total of 444 brand endorsement deals have happened in 2021, with cricketers accounting for 318 endorsement deals and 87% of total brand endorsement value. The Olympic Year of 2021 increased Emerging Sports Athletes’ endorsements by 79%, accounting for 13% of the overall brand endorsement value.
Vinit Karnik, head – sports, entertainment and Esports, GroupM South Asia, said that “Cricket being the hero of India, contributed 88% of the sports spends. IPL and T20 WC boosted the sports adex growth. We also saw emerging sports contributing 12% on the overall sports spends.”
There has been a demand of platforms like SonyLiv and Disney Hotstar which are now streaming a variety of sports for their audiences.
“2021 was a year of a major comeback for the sports industry. Not only in sports but we saw growth in sponsorships, endorsements, and media expenses in 2021. This year will also be a good re-start point for brands to invest in sports properties since sports will see a rise and will in-turn deliver ROI to brands.”
“Apart from this, we even saw esports gaining significant traction and there was a major rise in the number of gamers in the country. With 2021 getting cricket back on track, we are seeing 2022 racing ahead, aiming to cross Rs 10,000 crore mark,” Prasanth Kumar, CEO, GroupM South Asia, highlighted.
TV continues to be the largest medium since 2021 saw overall ad spends of Rs 5051 crore, which was a growth of 59% over 2020 and we saw digital spending touching Rs 965 crore.
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