Category: Sports

Usha International continues partnership with MI Emirates for International League T20, 2024

Mumbai: Usha International, a leading consumer durables brand in India, has extended its partnership with MI Emirates for the second consecutive year, for the International League T20, 2024. The month-long league is underway, featuring six teams, spanning Abu Dhabi, Sharjah, and Dubai.

In 2023, Usha International extended its reach to cricket fans worldwide with its partnership with MI Emirates. This partnership further builds on the 12-year partnership between Usha International and Mumbai Indians, advancing the company’s commitment to supporting the sport of cricket worldwide.

The MI Emirates for the 2024 season is led by Nicholas Pooran and supported by a stellar cast of international cricket stars, including Kieron Pollard, Dwayne Bravo, and Trent Boult. Additionally, the team features promising local talent from the UAE, such as Muhammad Waseem, Basil Hameed, Zahoor Khan, and Rohan Bangash. Further bolstering the roster is Ambati Rayudu, India’s prolific T20 specialist.

Commenting on the partnership, the spokesperson for Usha International said, “Building on our 12-year relationship with the Mumbai Indians, this partnership with MI Emirates for the International League T20, 2024, reflects our commitment to leverage cricket’s universal appeal to promote healthy and active living. Through this synergistic union, we aim to engage with the global cricket community, sharing in the spirit of the game that transcends geographies and inspires a passion for sportsmanship”.

January 27, 2024
Khelo India Youth Games and Sports For All are all set to revolutionise grassroots sports India

Mumbai: The much-awaited Khelo India Youth Games 2023, Tamil Nadu edition began on 19 January 2024, with competitions being held across four cities – Chennai, Coimbatore, Madurai, and Trichy. The Khelo India Youth Games (KIYG) is a flagship competition where emerging sporting talent is inspired and motivated, to harness their potential as future Champions. With the aligned commitment to transform grassroots sports in India across disciplines, Sports For All (SFA) continues the commitment towards Khelo India Youth Games (KIYG), in the second year of the sponsorship.

Sports Authority of India (SAI) DDG Ekta Vishnoi shared, “Propelling India onto the global sporting map begins with discovering India’s untapped sporting talent. Khelo India Youth Games was launched with the vision to bring about change in the country’s sporting ecosystem, at the grassroots level. Aligning our commitment with the strength that Sports For All (SFA) has been building, is what makes this partnership a landmark in developing a sporting nation. Hosting the games for the first time in southern India, the debut of squash and Tamil Nadu’s oldest weapon-based martial arts form Silambam, launching the first woman mascot – these firsts narrate the new era of sports in the country, and we are proud to have team SFA join this journey.”

SFA has been an integral part of the Khelo India Youth Games in Haryana, Pune and Guwahati. In 2023, coming on board as the ‘powered by’ sponsor, SFA committed an investment of Rs. 12.5crores (for five years), emphasizing on the unwavering dedication to discover young sporting talent in the country. As sponsors, SFA gets on-ground branding and the company’s logo is displayed on the player jerseys. This year (2024) for Khelo India Youth Games(KIYG), SFA is organizing the on-ground games across Tamil Nadu, providing their rich expertise in managing multi-sport experiences.

Speaking about the partnership, Sports For All (SFA) COO Rajas Joshi elaborated, “At SFA, our aim is to enable athletes to begin their sporting journey with SFA Championships and eventually represent at the State, National and International platforms. Our partnership with Khelo India Youth Games is a perfect synergy of our shared vision to empower young athletes and provide them with a platform to showcase their incredible talent. Having seamlessly conducted editions of Khelo India Youth Games, two editions of National Games and more than 21 SFA Championships, our efforts are focused to contribute significantly towards the development of grassroots sports, in India”.

January 23, 2024
Skyesports league brings city-based BGMI esports to Mumbai in March 2024
Mumbai: Skyesports, South Asia’s leading esports tournament organiser, has brought one of the first major BGMI esports tournaments in 2024. The Skyesports League is a unique IP as the country’s top esports teams represent different cities for glory. The tournament is set to happen in Mumbai, India as an on-ground event in March 2024.

Commenting on the Skyesports League, Skyesports founder and CEO Shiva Nandy said, “The Skyesports League will be a celebration of India’s diversity and will include a regional and localised flavour never seen before in Indian esports. Each team will be representing a different city from every nook and corner of the country, paving the way for more regional engagement while also bringing more content for fans. As BGMI esports becomes a sport enjoyed across the country, it’s important to celebrate and leverage India’s cultural diversity which we will be doing with the Skyesports League.”

The 16 cities competing in the Skyesports League are as follows:
- Ahmedabad Avengers
- Bengaluru Crushers
- Bhubaneswar Titans
- Chennai Clutchers
- Delhi Dragons
- Guwahati Giants
- Hyderabad Nawabs
- Kochi Kings
- Kolkata Tridents
- Lucknow Pushers
- Mumbai Aces
- Pune Pros
- Punjab Pinnacles
- Rajasthan Strikers
- Ranchi Warriors
- Vizag Gladiators
Each city will be represented by a different esports organisation. Skyesports has selected each esports organisation in the Skyesports League based on past results, contribution to the ecosystem, and commitment to localized content for the esports event. These 16 teams and their players will be revealed soon on Skyesports’ Instagram and Twitter handles

Adding on the process of selecting teams, Skyesports head of global business partnerships Sashank Bhandaru added, “While we received a huge number of applications to be a part of the Skyesports League, we have carefully shortlisted the best teams for the esports event. They haven’t just been selected based on their star players or popularity but also on their ability to engage regional audiences which is the goal with the Skyesports League. We couldn’t be more excited for the tournament and the jam-packed entertainment in store for fans with esports action, music videos, memes, and celebration of localised culture.”

The Skyesports League 2024 will take place in Mumbai in March 2024. The multi-day on-ground esports event will be open to a live audience giving a chance to fans to cheer on their favorite teams and the home squad of Mumbai Aces in person. More information will be announced soon.

So far, Enigma Gaming has secured its slot in the Skyesports League 2024 after their spectacular victory at the Pova Cup Season 4 – BGMI, organised by Skyesports.
January 23, 2024
Sports marketers active participation increased substantially in India

Mumbai: After the COVID pandemic, most athletes and sports players bring inspiration to all youngsters for ‘ Show Must Go On’. Events such as the Olympics, Marathon, Cricket tournament, and different sports make society competitive and participatory. Most likely enhancement of human activities is a reflection of perspective, how he/she looks differently. Sports also allow a person to think proactively to decide the next step in advance.

It is a subjective matter though sports become a bastion between negativity and success. Different technological platforms are getting closer however offline sports have also become the center of attraction for reputed brands. In India, the young, adolescent, middle age group consists of more than half the population of the country. Due to technological transformation, the sports ecosystem has reached rural areas along with small townships. Slowly sports have also become career options for sports and fitness enthusiasts. B schools prominently inculcate sports management curriculum.

The late 90s saw the growing brands start campaigning or labeling as sponsors dominantly to the enhancement of brand recall in the minds of the consumers. Having a sense of perception brands prefer popular sports league events and programs or to sports players as the wheel of endorsement. Mutual beneficial relationship between sports and brand leverage brand image at next level.

For example, marketers do understand the importance of topography and demographic situations while planning for brand advertisements. In the late 90’s Coca Coca-Cola, LG, Pepsi, Reebok, ICICI Bank, Vimal Textile, and many other products strategically reached India cricket tournaments in Sharjah, Dubai, and the Middle East.

The reason is to catch not eyesights of consumers but to lure consumers by making a larger-than-life image of the brand. The Middle East is a popular destination for Indians for attractive salary jobs. This circular economy forced many brands to shift their base to the UAE. Segmentation of premium brands became cohesively visible to all tourists in UAE as real estate infrastructure was booming in that era.

Strategically changing their focus on many verticals, marketers do understand the need for sports marketing in a large space. Fitness in changing lifestyle, and healthcare sports getting the most attention because sports are the medium where ethnicity, nationality, and religion do not become dominant factors, perhaps enjoying community participation in participative sports.

At the outset, India opened doors for Foreign Direct Investment (FDI) for global brands in the last two decades. Global supply chain management helps brands in broader India. Globally recognised brands come in a country that boosts the Indian economy. Especially starting the IPL gives a headstart for huge investments and broadening the scope of the investment. Privatisation helps spot infrastructure to allow players for more brand endorsements and it opens doors for brands for sports marketing in India. It helps brands to innovate new product lines by leveraging technology. Fitness bands and smartwatch products business have become exponential to reach new target consumers. Simultaneously brands like Adidas, Nike, Puma, Fila, Reebok, and Asics not only bring marketing exposure for sports marketing but also help to spread all the sports in the Indian continant

Sports management agencies play a crucial role in developing new infrastructure in the country. The current market segmentation of sports brands helping the Indian sports industry to develop futuristic products and services.

Currently, the 28 per cent GST levy by the department encourages sports marketers to focus on offline sports. Online gaming brands are finding it difficult to sustain because of increasing costs plus promotions expenditures.

In that case, the unprivileged society also gets the opportunity to showcase talent and associate with brands. Racing, Kabbadi, Volleyball, and Kho Kho brands focus incurred expenses on different marketing initiatives.

According to the latest KPMG report, the overall sports business is estimated at Rs 37.8 to 44.2 crore which is 1 per cent of total GDP ( Gross Domestic Product). Recently 30 per cent growth in viewership is a growth story for sports development in India. National autonomous sports bodies have the responsibility to develop sports activities.

The marketers are using the Customer Data Platform (CDP’s) to gather demographical data to know the audience. The data management also has become an important tool for understanding problems arising in the country.

Still Indian sports have a few challenges like accountability, auditing, Investment, revenue structure, and failed ROI, still, brands are optimistic about increasing the substantial sports market. Private equity funding also helps brands to highly elevate the user’s experiences.

Brands are willing to increase spend on sports marketing. The brand also focuses on its image by leveraging goodwill by sponsoring the events. Particularly participative sports marketing is now shifting its gear from traditional mediums to digital-edged platforms of promotions. Once upon a time as mentioned earlier, the brands were just focusing on traditional advertising and sponsorship. Now startups have taken their place to spread the word of the brand in society. Big companies and corporate giants are doing image building by supporting social causes. ESG commitment is mandatory for all companies now. These norms make the company push to attain a return on investment ethically and encourage sponsors to support social causes initiatives.

For example, there was a time in India when cricket had only access to reaching brands, forcing brands to mainline advertising. The introduction of mobile advertising, CSR, project management, digital advertising, and marketing changes the whole perspective of people to look at advertising.

Unrealistic claims and false promises by brands through advertising are gradually declining due to rules and regulations. More advertising infrastructure became predominantly transparent by ensuring standard advertising on various platforms.By changing periods event marketers have taken part in games like kho Kho, Kabaddi, Running, and others. The time came in Mumbai when the Tata Mumbai Marathon started in India around 2004, and the people’s participation in the activity was tremendously increasing. For the last so many years Tata Mumbai Marathon has been enjoying cultural, social, and socio-economic vibrant Mumbai. The same Tata Mumbai Marathon was held in Mumbai on 21 January 2024.

The events were sponsored by different brands like TCS, IDFC FIRST Bank, ASICS, TATA.ev from Tata Motors,Bisleri, Cadbury FUSE, FAST&UP, Vedanta,Trident,Club Vistara,The Times of India, Mirchi,Sony Sports 1, Asian Heart Institute,United Way Mumbai, Adhata,Mumbai Festival with primary title sponsored by Tata Group. Such reputed brands have actively participated in Tata Mumbai Marathon 2024 recently. The Tata Marathon reflects cultural fabric as participants around the world come together to enjoy a support-caused festival.

In the last few years, marketers decided to invest in the right event that encompasses the ideology of the brand. Suitability is a crucial factor for brands for reputation management of the brand. For instance, Tata is known as the first and oldest reputed philanthropy-oriented group. Tata Mumbai Marathon is also encouraging sports players to actively participate and come forward to build a domestic sports segment. Different brands have different images which helps them to identify the target audience and promote interest.

According to official data available, In the last few years now there are more than 1500 Running races that have taken place every year in India. Talking about the Tata Mumbai Marathon last year 59497 people actively participated in the event. This time before the last application date all registration capacities were fulfilled. That’s the approach changing towards sustainability of the sports events. Social media advertisements are becoming parallel and important along with traditional brands to raise event and brand awareness. Such a ground sports event, the ‘Feel Good’ experience of the event helps the economy in a way directly or indirectly for brand endorsement and campaigning.

Ideally, these brands leverage ‘visibility’ simultaneously on the ground and broadcasting through OTT, television, mobiles, and other instruments. At the same cost, advertisers get better benefits by increasing ROI in standard investment.

‘Specific timeline events are designed to tie up between brand and theme of sports events to pass awareness in the society in return for the good profit for brands. TV commercials play an important role in making the brand visible and attracting potential consumers. The loyalty of the brand is subjective still brand recall plays a vital role in the advertising ecosystem. Sports players are also associating with the brand which is correct for their brand positioning.

The events have viable platforms to reach consumers over the years. Now the sports business is reaching $ 400 million dollars. That’s the potential of the brand association to help new entrants by diversifying investment in advertising spending.

Talking about recent sports marketing trends and brand association with Tata Mumbai Marathon 2024, a spokesperson of Asics India said, ‘In the vibrant landscape of sports sponsorships, the trend of brands extending their investments beyond cricket to embrace participative sports events is a big leap in recognising the larger potential of the sports industry. The allure of participative sports events lies in their unique ability to foster a direct and engaging connection with the consumers. Unlike traditional sponsorships, events like the Tata Mumbai Marathon create an ecosystem where brands can engage with participants in more profound and build long-lasting connections.

Partnering with TATA Mumbai Marathon 2024 has brought a significant boost to ASICS’ brand visibility and market presence in India. This partnership holds immense potential to propel ASICS’ brand dominance in the Indian athletic gear market, driving increased visibility, trust, and market share.

In today’s time, modern consumers are not merely interested in products; they seek experiences and values that align with their lifestyles. ASICS India’s participation in top sporting events allows the brand to associate with the growing consumer focus on health, wellness, and an active lifestyle. This association not only enhances our perception but also cultivates loyalty among consumers who share similar values.’ he added.

The Tata Mumbai Marathon 2024, binds the city together in the most exhilarating way and turns out to be the perfect collaboration for the brand to connect with thousands of fitness enthusiasts. ASICS India has recognised the event’s potential to drive brand awareness and provide runners with the best-in-class products.’

The acumen of marketers anticipating sports marketing is one of the best investment options from MNCs to NGOs. Large corporations have been keen on different sports apart from cricket in the last few years.

In a way, sports-related brands and products reach target consumers efficiently. According to experts, participation in sports is growing and the number can expand rapidly in upcoming years. Sportsmen are also actively engaging with consumers. The marketing mix of different platforms has become consumer-oriented by evaluating the success of brand campaigning.

January 23, 2024
Ultimate Kho Kho became first sports league in India to secure private equity investment – Tenzing Niyogi

Mumbai: Day by day sports culture is reduced by many factors. The role of physical games replaced by eSports, playstation, and virtual games. However physical sports are still valuable. It is not just for discipline but engagement of human psychology to deliver mental and physical results. Other than cricket, few traditional sports are still underrated. Kho Kho is the game of ‘ Challengers’. It can be a better game for enthusiasts but training and molding Kho Kho enthusiasts is difficult. To improve awareness about Kho Kho as an International sport program few of the people are working hard to keep Kho Kho alive. Not only alive but also making Kho Kho stronger.

In the latest interaction, Indiantelevision.com exclusively spoke to Tenzing Niyogi CEO and league commissioner of Ultimate Kho Kho. Sports and business management are indigenous sides. Tenzing Niyogi has spoken about the dynamics of the sports industry.

Sports management and project management are also paramount for keeping sports alive and building a sports economy. Revenue is part of the secondary process of building the sports ecosystem in India along with giving a platform for sports players.

To speak about the second season of Ultimate Kho Kho Niyogi shared his input on ongoing events in the sports industry and his perspectives on Kho Kho sports.

With more than 16 years of experience across Sports strategy planning, broadcasting, sponsorship, and development of leagues/sports IPs and events, Ultimate Kho Kho Tenzing Niyogi is initiating a new era for homegrown and indigenous sports in India.

Here are excerpts –

On Kho Kho worldwide recognition and awareness –

Kho Kho holds a special place in the memories of many, being a sport that most people have played during their school days. Even those unfamiliar with the game can easily grasp its dynamics when watching it. Remarkably, Kho Kho is currently played in 25 countries worldwide, attesting to its wide popularity. In the Indian context, the sport enjoys widespread popularity across states like Karnataka, Andhra Pradesh, Odisha with a particularly strong following in Maharashtra. The key lies in bringing Kho Kho into the spotlight, allowing people to reconnect with the sport and fostering a closer connection between enthusiasts and this traditional game.

The purpose of Ultimate Kho Kho is to market and package India’s indigenous sport of Kho Kho into a professional structure. The initiative aims to bring India’s very own home-grown sport to the forefront and make it the most sought-after sports league in India. The league strives to elevate the age-old Indian sport to international standards and allow young talents to showcase their skills in front of a pan-India and global audience. While maintaining the strategic core of traditional Kho Kho, Ultimate Kho Kho, is a reimagined version which brings dynamic elements that demand players to adapt swiftly to evolving scenarios, ensuring a thrilling and captivating experience for both participants and spectators alike.

On the future of Kho Kho in India –

We hope to make Kho Kho the next big thing, just like cricket, hockey or football. To achieve this, we are on a mission to strategically rebrand the sport, igniting heightened interest and enthusiasm among the viewers.

Elevating the status of the sport is imperative and that can be done especially by emphasizing the need to celebrate and glamorize the sport. Building sports heroes within the realm of this sport is pivotal, as these icons can genuinely inspire a new wave of players to embrace it. Equally crucial is the meticulous training of these athletes, ensuring their physical and strategic prowess is honed to perfection. The preparation is geared towards enabling them to exhibit their absolute best when avid viewers tune in from the comfort of their television screens and are hooked to the screen, afraid not to miss out on any action.

Embracing change, we have introduced modifications that infuse dynamism into the game, rendering it fast-paced and more enthralling for the audience. Securing sponsorships and attracting investors is undeniably a critical factor in taking any league ahead and we have 10 to 12 corporates who have shown keen interest to invest which is a great win for us, setting great prospects in favour of the game. Ultimate Kho Kho also became the first sports league in India to secure private equity investment from the UK-based BNP Group aiming to elevate the trajectory of Kho-Kho both within India and on a global scale.

This sport unquestionably possesses the potential to transform into a successful commercial IP, provided it receives the appropriate mix of strategic promotion, financial support, and audience-focused approach.

On grassroot sports development –

This initiative, blending tradition with innovation, promises to reignite the passion for Kho Kho and captivate both players and sports enthusiasts. The inaugural season accumulated a considerable viewership of 164 million across various media platforms which was huge.

I got interested in Kho Kho during my visit to Ichalkaranji in Maharashtra which introduced me to the rural and indigenous version of the game. The idea of creating the Ultimate Kho Kho league came to me when I imagined the sport’s potential on TV, especially in an indoor arena with close-up camera shots. My aim is to inspire the youth and give the opportunity to support the traditional sport Kho Kho. The league ensures viewers are able to feel the intensity and thrill of the sport and are constantly amused by the live action of these players.

To enrich the spectator experience, Ultimate Kho Kho employs modern technologies for enhanced broadcasting. It is the first league to bring Spider Cam in an indoor league in India. Ultimate Kho Kho is also the first that brought the Sheffield plate to be used in India. It spins, and we use it especially for pole dives, that’s what you see in the super slow motion – a close-up of the pole and of skydives. Providing viewers cool coverage, smart commentary, and interesting analysis all help to grab their attention. The introduction of professional leagues, featuring regional franchises, intensifies competition and fosters a sense of loyalty among fans and helps to uplift the sport.

On current infrastructure for Kho Kho players –

Despite the diverse and rich sports culture in India, certain disciplines like Kho Kho, Kabaddi, Wrestling, Gymnastics, and others have not received the same widespread attention as cricket. Acknowledging the need for improvement, India has witnessed significant changes and reforms in sports development. The country is actively working towards becoming one of the top sporting nations, evident from the positive developments in its sports landscape.

As a testament to this commitment, Odisha stands out as a leader in fostering sports excellence, with an investment exceeding Rs 2500 crores. Notably, the state boasts the largest Sports Science Centre at the Kalinga Stadium, where athletes, including those from the Odisha Juggernaut, can benefit from advanced recovery sessions.

The dedication of the Odisha Government to sports development is further exemplified by their initiative to host Ultimate Kho Kho. We extend our gratitude to Chief Minister Shri Naveen Patnaik for inviting us to showcase and celebrate the passion for sports in a state that is actively working towards uplifting both sports and its people.

On second season of ultimate Kho Kho –

Ultimate Kho Kho is promoted by Amit Burman, and is in collaboration with Kho Kho Federation of India. The primary goal is to enhance the presence of the sport by establishing India’s first professional Kho Kho League. The inaugural season received an enthusiastic response, with a substantial viewership of 164 million across diverse media platforms and an impressive 225 million video views on various social media channels.

Notably, Ultimate Kho Kho has swiftly ascended to a prominent position among the top three non-cricketing leagues in India, underscoring its growing significance in the sporting landscape. A remarkable aspect of its success is the inclusive appeal, with 41 per cent of the viewership comprising a female audience. Considering the recent inception of the league, these achievements signify a noteworthy milestone. Having captivated the audience’s attention, the focus is towards maintaining and building upon this momentum, ensuring a sustained engagement with Kho Kho enthusiasts.

On brand campaign for promoting Ultimate Kho Kho-

The primary goal is to cultivate broad appeal for the game, aiming to capture the essence of its unique features such as pole diving, skydive, power play, and the inherent speed and agility demanded by the sport. Our tagline, “India Maar Chalaang,” reflects the superhero-like airborne dives of the players. By establishing a robust foundation of enthusiasm and support, we envision evolving the game into a widely recognized sporting entity.

Our widespread involvement on social media highlights the global anticipation for Ultimate Kho Kho. It demonstrates the sport’s appeal transcending borders, creating a loyal and dedicated fan base. The fact that we have top Indian Corporates and Sports investors backing the League as franchise teams like Chennai Quick Guns owned by KLO Sports, Gujarat Giants by Adani Sportsline, Mumbai Khiladis by Punit Balan Group, Odisha Juggernauts supported by Government of Odisha, Rajasthan Warriors by Capri Global Group and Telugu Yoddhas by GMR Sports underscores the immense potential of the league. Their involvement not only brings financial backing but also lends a sense of legitimacy to the sport, attracting attention and investment from diverse quarters.

Brand campaigns are in the thought process but currently our focus is to build a successful second edition of Ultimate Kho Kho.

On future prediction for Kho Kho in next 10 years –

Kho Kho stands out as a sport rich in strategy, speed, and agility—a perfect blend of elements that make any sport enjoyable. Spectators find themselves deeply engrossed in the game, feeling the pulse and intensity of the players’ actions, making it evident that the sport holds tremendous growth potential. The idea that a Kho Kho league would be conceptualized and televised nationally was once unimaginable, yet it has become a reality. The fact that Kho Kho, once confined to local fields and regional tournaments, now graces the national television screens is a testament to its growing popularity and acceptance. The sport has transcended its traditional boundaries, reached a wider audience and brought the exhilarating gameplay to the masses.

Over the next decade, we anticipate witnessing a cohort of highly refined players elevating our traditional sport, the earthy game of Kho Kho, to a global stature. We are just beginning and we are sure one day Ultimate Kho Kho will outlive all of us.

On nurturing sports culture and increasing Kho Kho accessibility –

Ultimate Kho Kho league holds the potential to revolutionize the accessibility and popularity of the traditional sport by implementing a multifaceted approach.

The burgeoning fan culture surrounding the league is a testament to its growing popularity. More and more youngsters are actively participating in the sport, indicating a positive shift in its demographic appeal. Notably, 33 players in the Ultimate Kho Kho fall within the age group of 16 to 18, suggesting a strong engagement from the youth.

To further elevate the level of competition, there is an emphasis on more advanced training for players. This commitment to enhancing player skills and capabilities reflects a dedication to the overall growth and development of the sport. By combining regular fixtures, media exposure, youth engagement, and advanced player training, Ultimate Kho Kho aspires to bring about a revolutionary change in how traditional sports are perceived and embraced.

On personal ambitions in developing the sports ecosystem –

My personal aspiration is to establish Ultimate Kho Kho as the premier sports league property, showcasing and advancing the indigenous sport to unprecedented heights. A significant component of this vision involves the strategic inclusion of the women’s rendition of Ultimate Kho Kho, with the aim of expanding its influence to a broader audience. Introducing women’s Ultimate Kho Kho represents a substantial milestone, symbolizing our commitment to inclusivity and making significant strides in popularizing this traditional sport on a more extensive scale.

January 23, 2024
Record attendance at LALIGA stadiums

Mumbai: LALIGA reaches the halfway point of its competitions following Matchday 19 in LALIGA EA SPORTS and Matchday 21 in LALIGA HYPERMOTION. And it does so having had nearly eight million people attending its 41 stadiums, which represents an attendance rate of 73.7 per cent, an increase of 4.9 per cent compared to the same period last season. This data shows the current trend in LALIGA, which increases its attendance every year in comparison to the previous season.

Specifically, in LALIGA EA SPORTS there has been an increase in total attendees of 0.6 per cent compared to the 22/23 season, exceeding five million people. Regarding the occupancy rate, this season it is 83.4 per cent, increasing by 4.11 per cent compared to last season. In LALIGA HYPERMOTION, more than two million people have passed through one of its courses, increasing the data by 8.9 per cent compared to last season. The occupancy rate in the category reaches 57.5 per cent, which represents an increase of 8.3 per cent compared to the previous season.

The data derived from the first half of the 2023/24 campaign has one distinction in that FC Barcelona isn’t playing home games at its usual stadium, the 95,426 capacity Camp Nou. Instead, it’s home matches are held at the Estadi Olímpic Lluís Companys, which has a capacity of 50,319, a difference of more than 45,000 spectators. Additionally, on Matchday 2 of LALIGA HYPERMOTION, the RCD Espanyol – R. Racing Club fixtures was played behind closed doors. Likewise, attendances in the 2019/20, 2020/21 and 2021/22 seasons were affected by the COVID pandemic and construction work in various stadiums.

In terms of clubs, during this first half of the season, the five teams with the highest average attendance in LALIGA EA SPORTS were Real Madrid CF, Atlético de Madrid, Real Betis, Athletic Club and Valencia CF; whereas, by occupancy, the clubs with the highest occupancy rates were Real Madrid CF (92 per cent), Cádiz CF (91 per cent), Deportivo Alavés (91 per cent), Valencia CF (89 per cent) and CA Osasuna (88 per cent). Cádiz CF, RCD Mallorca, Villarreal CF and Valencia CF all increased their average occupancy rate the most when compared to last season.

In LALIGA HYPERMOTION, Real Zaragoza, RCD Espanyol, Real Sporting, CD Tenerife and Real Valladolid CF are the five clubs with the highest average attendance at their matches up to Matchday 21. In terms of highest occupancy rate, Burgos CF (78 per cent), CD Tenerife (76 per cent), CD Eldense (70 per cent), Real Zaragoza, Albacete BP and Real Racing (69 per cent) are the clubs with the highest occupancy rates. Compared to last season, CD Tenerife and Albacete BP were the clubs that increased their occupancy rate the most, with Burgos CF being the club with the highest occupancy rate over both seasons.

These LALIGA stadium attendance figures reflect the current trend in the competition which, since the 2014/15 season, has seen a progressive increase in stadium attendances compared to the previous season, with the exception of the seasons affected by the COVID pandemic. Last season, total attendance between the two competitions was well over 15 million, surpassing the attendance figures from the 2014/15 season by more than two million.

January 20, 2024
Pro Kabaddi League solidifies its position as the second most-watched league with 213 million viewers in the first six weeks

Mumbai: Star Sports, the official broadcaster of the Pro Kabaddi League, has achieved a remarkable success during the halfway mark of the tournament, captivating an astounding 213 million viewers in the first 68 matches of Season 10. This signifies an impressive growth of 16 per cent in reach compared to the previous season, as reported by BARC. The surge in watch time, witnessing a notable 18 per cent increase to exceed 30 billion minutes, along with a 25 per cent rise in TVR** compared to Season 9, bear testimony to the escalating interest and fervour among fans for the electrifying action that the Pro Kabaddi League consistently delivers.

A Star Sports spokesperson said, “Kabaddi has firmly established itself as India’s second most loved sport. Kabaddi’s success story is deeply rooted in its ability to resonate with both urban and rural audiences, creating a unifying thread that binds communities together. The caravan format, returning after a four-year hiatus, has brought novelty and excitement, connecting the sport with fans across diverse regions. The active participation of top celebrities at various venues has significantly heightened the league’s visibility and appeal. We express gratitude to fans for their continued support and passion for India’s sport and look forward to making the 10th season truly memorable.”

The Pro Kabaddi League has not only elevated the indigenous sport to unprecedented heights but also stands as the exclusive non-cricket league consistently crossing the remarkable threshold of 200 million viewers. Star Sports unwavering commitment to delivering unparalleled viewing experience is vividly demonstrated by these remarkable viewership figures, highlighting the enduring support and passion of the Indian audience for PKL.

The league’s return to a multi-city caravan-style format, complemented by celebrity associations featuring some of the biggest superstars like Amitabh Bachchan, Akshay Kumar, Hrithik Roshan, Ballaya, Sudeep Kiccha, Tiger Shroff, Pankaj Tripathi, Vicky Kaushal, Manoj Bajpayee, and many more, has brought a layer of stardom into the fast-paced matches and attracted massive crowds who have been kept on the edge of their seats, contributing significantly to the league’s immense popularity.

**Source: BARC India Urban 15+MAB

January 19, 2024
Will Union Budget boost catapult India to Olympic glory in Paris 2024 and beyond?

Mumbai: With the Paris Olympics on the horizon, the spotlight is blazing on India’s sports sector as we eagerly await the Union Budget 2024. In 2023, the industry witnessed a historic budget boost, soaring by over Rs 300 Crores to reach Rs 3397.32 Cr – a testament to the government’s commitment.

Khelo India emerged as the frontrunner with a whopping allocation of Rs 1045 Crores, playing a game-changing role. Now, with the global stage beckoning in Paris and future Olympic bids, the nation’s sports enthusiasts are on the edge of their seats, anticipating how the upcoming budget will script India’s sports narrative for the world.

Here are the quotes from the various industry experts on pre-Union Budget allocation for the sports sector

Punit Balan Group chairman & managing director Punit Balan expressed his optimism, stating, “Last year’s significant boost in the sports budget showcased the government’s commitment to supporting athletic talent. Considering the Paris Olympics 2024 this year, I hope to see a continued emphasis on encouraging and building future stars. The combination of grassroots initiatives like Khelo India and the professional leagues is essential for nurturing talent and ensuring a sustainable ecosystem for Indian sports.”

Ultimate Kho Kho CEO and league commissioner Tenzing Niyogi emphasised the need for strategic allocations, noting, “Aligning with the nation’s vision to host the 2036 Olympics under the leadership of our prime minister Shri Narendra Modi, we expect a strategic allocation for non-cricketing sports for infrastructure and talent development across diverse sporting disciplines. Furthermore, the allocation of funds from NSF is also of utmost importance as it will serve as a catalyst for nurturing grassroots programs and identifying as well as developing raw talent. An increase in the National Skill Development Fund is also imperative. This is not only in line with making India a multisport-playing nation but also with the creation of more opportunities through the PPP model to engage and entice additional corporate participation in the Sports Movement.”

As the sporting landscape in India evolves, U Mumba CEO Suhail Chandhok emphasised the importance of channelling resources into the development of indigenous sports leagues, the identification of talent, and the nurturing of grassroots initiatives.

“With the rapid development of emerging homegrown sports leagues, we anticipate an allocation of funds to elevate their prominence in the country. We also hope for a strategic focus on talent identification and grassroots development which to me are crucial pillars for creating a vibrant sports ecosystem. Investing in these areas will not only promote but also contribute to the sustainable development of diverse sporting disciplines,” he said.

Addressing the crucial aspect of international-level coaching, facilities, and sports sciences, Yuva Kabaddi Series CEO Vikas K Gautam commented, “The allocation of funds towards the training of coaches is crucial, given the current lack of infrastructure and the absence of internationally standardized coaching facilities. It is imperative to recognize that only well-trained coaches can cultivate athletes to compete at the international level. Emphasis on holistic development programs, focusing on talent identification and nurturing, nutrition, and sports science, to create a well-rounded ecosystem for aspiring athletes.”

Gamepoint co-founder & CEO Aditya Reddy brought attention to the fiscal aspects of the sports sector, emphasizing that reducing GST could play a pivotal role in its transformation by remarking, “To transform the sports sector in India, it is imperative to encourage and incentivise private sports organisations. This can be made possible by reducing the GST on sports services from 18 per cent to 12 per cent, incentivising the establishment of sports goods manufacturing in India through a PLI scheme for sports equipment, and facilitating access to government, railways, and PSU sports facilities for the general public. If necessary, involving private organizations in managing these facilities under a PPP model can enhance both management and maintenance efficiency.”

January 19, 2024
EaseMyTrip, Vimal Elaichi among sponsors for Sharjah Warriors in ILT20 Season 2

Mumbai: An exciting second season of the DP World ILT20 is knocking on everyone’s door, and the Sharjah Warriors, who will be in action on Match Day 1, are busy preparing, covering all essential aspects for the franchise. Led by Tom Kohler-Cadmore and Head Coach Johan Botha, the Sharjah Warriors also have in their ranks the dynamic JP Duminy as the Batting Coach.

While the cricketing leadership group put in the plans for what’s to happen on the field; off the field, Capri Sports’ Sharjah Warriors have finalised their sponsors, who are of course one of the most important elements for franchisees. Each of the sponsors’ will have their logos on the Sharjah Warriors’ kit, with 11Exch. Live’s logo going on the front of the jersey, while Vimal Elaichi takes up its spot on the back.

Funexch.Games’ logo will be on the Right Side of the chest of the jersey, with EaseMyTrip as the Lead Arm Sponsor. On the batters’ helmet, Mymaster11’s logo will be on the front, with Capri Loans on the rear. The trousers will see Redesyn’s logo as the Lead sponsor with Bisleri as the Non-Lead Sponsor.

“Capri Sports and Sharjah Warriors have one thing in common with Vimal Elaichi, and that is the aim to be the outright best and the game changers, in each other’s respective avenues. So, it was easy to come together and work for the team’s best interest, and we hope that this is a match-winning stand,” said, a Senior Representative, Vimal Elaichi.

Bisleri chief marketing officer Tushar Malhotra said, “Joining forces with the Sharjah Warriors is among the important partnerships at Bisleri, because on both sides of the fence, there is the zeal to stand out tall. Capri Sports’ investment and support for cricket in UAE and India has the potential to really make a difference, and we would like to be part of this initiative, giving all the support needed,”

EaseMyTrip CEO & co-founder Nishant Pitti said, The Sharjah Warriors team is a brilliant one, and as is Capri Sports who bring a Warrior approach to the sporting world, and we at EaseMyTrip are delighted to be associated as the Lead Arm Sponsor of the Sharjah Warriors. We are always here to support the team in all their endeavours and wish them the very best, ahead of an important season of the ILT20,”

Capri Loans gold loan business head Ravish Gupta said, “We are very proud to be associated with the Sharjah Warriors and wish them the very best in Season 2 of the ILT20. The league has a huge viewership of close to 210 Mn in India and through this association Capri Loans will be able to reach these audiences and build awareness for its lending business,”

Capri Global Group CMO Basant Dhawan said, “Capri Sports and Sharjah Warriors are delighted to welcome on the journey, all the sponsors, who have shown us their undeterred support. We at the Sharjah Warriors are keen to play quality cricket that makes fans and partners proud, and eventually grow these relationships over time. Fans, Partnerships and the sporting spirit are after all among the most essential aspects of cricket and these are very important for us,”

The Capri Sports owned Sharjah Warriors open their campaign at the DP World ILT20 against the defending champions the Gulf Giants (19 January), before taking on the Dubai Capitals in their second game on 22 January.

January 18, 2024
Citykart sponsors UP Yoddhas for this season’s Pro Kabaddi League

Mumbai: Citykart Pvt. Ltd. retailers focusing on family fashion in tier-II, III & IV cities, it is present in 9 states with 102 stores and has ventured into sports sponsorship for the first time. The platform is sponsoring the Uttar Pradesh team UP Yoddhas for season 10 Pro Kabaddi League (PKL), an Indian Men’s Professional Kabaddi League launched in 2014.

The strategic deal between the two parties is expected to draw in spectators who appreciate the perfect balance between the latest fashion in an affordable range and performance, as the competition advances, in addition to elevating the sports experience. Being a value fashion retailer with an established presence in North India and 52 stores across Uttar Pradesh, Citykart Pvt. Ltd. is the ideal complement to the vibrant and fiery atmosphere of the UP-based Kabaddi Club.

The spokesperson of Citykart Pvt. Ltd. shared his thoughts. “As Citykart Pvt. Ltd. takes its first stride into the realm of sports sponsorship, we are thrilled to announce our partnership with the UP Yoddhas for this Pro Kabaddi League season. Our brand ethos of Being a truly Indian brand, we take pride in promoting truly Indian sports like Kabbadi which is gaining popularity throughout the world. Sponsoring the UP Kabbadi team is a humble acknowledgement of the love and support that Citykart receives from our customers based in UP.

January 18, 2024