Value of Sports Marketing Anil Dua Sr. Vice President –Marketing & Sales Hero Honda Anil Dua Sr....
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Transcript of Value of Sports Marketing Anil Dua Sr. Vice President –Marketing & Sales Hero Honda Anil Dua Sr....
Value of Sports MarketingValue of Sports Marketing
Anil DuaSr. Vice President –Marketing & Sales
Hero Honda
Anil DuaSr. Vice President –Marketing & Sales
Hero Honda
Competitive
Physical /mental /equipment
Formal
Informal
Products
Passion
Mass appeal
So, there is immense value…
But..the yardsticks are different…
Subjective or Objective ?
Subjective or Objective ?
Subjective or Objective ?
Subjective or Objective ?
Subjective or Objective ?
Subjective or Objective ?
Tangible or intangible ?
Predictable or unpredictable ?
Series1
Control on quality ?
Group consumption or individual consumption ?
How much is the value ?
2007 20080
500
1000
1500
2000
2500
568.8
1917.7
INR spends in Crores on Sports marketingINR spends in Crores on Sports marketing
Source : AdEx, Group M estimates
Where is the value ?
Sports Sponsorship
Athlete Management
Team Sponsorship
Ideas & Innovations
Mass media spends
0 10 20 30 40 50 60
20
7
22.5
0.7
49.8
27.5
5
7
7.5
53
20072008
% of spends on various components of sports marketing % of spends on various components of sports marketing
Source : AdEx, Group M estimates
Cricket dominates overall spends…
Cricket Golf Marathon Other Sports
Football Tennis Motor Sports
Athletics Hockey0
10
20
30
40
50
60
70
80
90
77
7.3 7 4 2.2 1.5 0.3 0.3 0
Sports sponsorships in 2008Sports sponsorships in 2008
Source : AdEx, Group M estimates
and also in team sponsorship….
IPL Indian Cricket Team
Indian Football Football Club Ranji0
102030405060708090
79
19
1.3 1 0.3
% spends
Team sponsorships in 2008Team sponsorships in 2008
Source : AdEx, Group M estimates
Sports GenreSport Event Channel Avg. TVRs
Cricket IPL SET Max 4.50* Soccer EURO Cup ESPN 0.56Tennis US OPEN Ten Sports 0.10Racing F1 Grand Prix STAR Sports 0.07Golf European Tour - Sas Masters Ten Sports 0.04Hockey Sultan Azlan Shah Cup Zee Sports 0.02Basketball NBA ESPN 0.02Badminton Indonesian Open ESPN 0.02Boxing Sr National Boxing Championship DD Sports 0.01
*FIFA in 2007 had a rating 0f 1.01
GEC
Genre Event ChannelAvg. TVRs -
Male TGAvg. TVRs - Female TG
GEC Kyunki Saas Bhi Kabhi STAR Plus 2.9 3.9GEC HH SRGMP Challenge Zee TV 2.8 3.7GEC Dulhan / Saat Phere Zee TV 2 3.4
and in deliveries…
Hero Honda’s association with sports
Hero Honda’s association with sports
On ground
On air
The real value is in taking it down the line
and in leveraging national events
and also in getting into our core product area
Share of Voice higher than Share of spend
TG – Male , 18 -40 yrs
Great ROI
Sponsoring sports – Inspiring peopleSponsoring sports – Inspiring people
Is it enough?
Olympics 2008 medals tally
Olympics 2008 medals tally
What ails Indian sports ?
• Not enough playing population ?
• Not enough interest ?
• Not enough access ?
• “The ability to participate depends on a variety of
enabling social conditions” Amartya Sen
What ails Indian sports ?
• Infrastructure• Institutional & administrative reforms
– Talent tapping
– Talent nurturing
– Social security• Awareness & Interest
Opportunity – India Land of Sports…..but few Heroes…
Making the cycle self perpetuating
More Icons
Higher participation
Bigger sponsorsBetter Infrastructure
Greater talent
Lets give sports a chance…
Thanks….Thanks….