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.
