ITV

Tag: ESP Properties

  • IPL team sponsorship crosses ₹ 500 cr mark this year, GroupM’s ESP Properties

    IPL team sponsorship crosses ₹ 500 cr mark this year, GroupM’s ESP Properties

    NEW DELHI: ESP Properties, the entertainment, and sports division of GroupM  cited that the IPL 2020 sponsorship crossed the ₹ 500 cr mark this season. IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans, and players. Even though the pandemic has seen a direct impact on the sports sponsorship market, IPL continues to carve a niche for itself in India while also keeping its fans engaged.    

    The current position at which IPL stands is quite strong considering how the pandemic has taken a toll in India. This year ESP properties, being at the forefront, helped multiple brands in different categories close deals for IPL, some of them include; Paytm, Colgate, Myntra, Lifebuoy, Cadbury Dairy Milk, Clear Shampoo, Acko Insurance, MPL, Center Fruit and Tata Tea – Chakra Gold amongst others. IPL 2020 has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship.    

    Read more news on Vinit Karnik

    GroupM ESP Properties business head  Vinit Karnik said, “Sport is a universal language that connects everyone. While Cricket in the country returned with IPL – India welcomed it with a tremendous fervour despite the games being delayed and in a ‘no-live audience’ scenario. GroupM played a pivotal role in closing central and team sponsorships deals this year which goes to show that in a pandemic like this, brands have leveraged IPL to communicate their brand stories in the best way possible. With the heartfelt connection that our country has with the IPL phenomena, the fans made sure that they loyally and virtually welcome the games making sure that COVID-19 does not impact their vibe.”    

    Despite the slowdown, backed by its growing presence IPL continues to attract strong consideration from advertisers and adds to the year-on-year growth of the sports business industry. 

  • Indian sports sponsorship grew by 17% to Rs 9k cr in 2019: GroupM’s ESP Properties

    Indian sports sponsorship grew by 17% to Rs 9k cr in 2019: GroupM’s ESP Properties

    MUMBAI: In 2019, the overall sports sponsorship industry grew by 17 per cent to Rs 9000 crore, says a report released by ESP Properties – the entertainment and sports division of GroupM India.

    The 2020 report on sports sponsorship mentions that last year cricket dominated sports advertising sector grew unanimously due to International Cricket Council 2019 World Cup and IPL 2019. Both these events gave a major push in on-ground sponsorship and media spends.

    For the first time ever, the on-ground sponsorship grew by 25 per cent to Rs 2000 crore. Whereas, the overall industry upsurge was Rs 1347 crore, of which Rs 800 crore was contributed by media spends alone with a growth of 18 per cent in 2019.

    The report says, “TV continues to grow as the biggest medium for ad spends in sports, brands are also having a clear digital plan along with a presence on TV to build a rapport with their consumers by reaching out to them in more ways than one.”

    The digital advertising in 2019 grew by 87 per cent to Rs 875 crore from Rs 475 crore. In this regard, the report points out that the engagement and interactivity are important elements of consumer marketing, and digital technology can be leveraged well to give differentiated solutions to sports lovers.

    ESP Properties’ business head Vinit Karnik said: “Going forward, we see a strong CAGR of 12.8 per cent in the sports’ business over the last 10 years, making it one of the strong pillars of the Indian economy.”

    Karnik expects, “With the sports industry growing at 17 per cent in 2019, the momentum on sports with added thrust from the government provides a holistic opportunity for the sector. Similarly, initiatives like Khelo India and Fit India movement are drivers towards making India a truly sporting nation.”

    Meanwhile, GroupM South Asia’s chief executive officer Prasanth Kumar said, “The sports industry has been witnessing a significant upward shift in the overall ad spends. The passion and excitement that’s involved in this platform have only strengthened.”

    He further added, “We see more and diverse audience indulging with this platform. Many innovations and leverage of assets in this space are powerful opportunities. As we are unfolding another decade, we see this space to be providing powerful thrust for greater brand stories.”

    The report also mentions that the Board of Cricket Council of India (BCCI) saw double the jump in sports sponsorship amounts in the home series deals. Paytm’s bid stood at 58 per cent incremental value as compared to the previous per match value.

    Dream11, Lafarge Holcim (ACC Cement and Ambuja Cement), Hyundai will be the official sponsors for the next four years. The three sponsors will layout 73 per cent to Rs 2.59 crore per match more than the previous round, the report added.

    The endorsement industry grew by 11 per cent where cricketers contributed the most yet again validating the point that sports leagues and celebrity endorsements go hand in hand. At least 70 new brand endorsement deals happened in 2019 alone, of which 50 were done by cricketers.

    While Indian skipper Virat Kohli has 85 per cent of total brand endorsements, MS Dhoni has bagged 63 per cent of the total endorsements. In all, 329 endorsement deals took place in 2019, of which 228 brands signed up with cricketers.

    The non-cricketing space was dominated by women athletes, wherein Badminton player PV Sindhu was leading the athlete in 2019 in terms of brand endorsements. Sindhu added four brands to her portfolio, one of them was with VISA that made her first Indian athlete to endorse the financial services brand.

    Mary Kom was another prominent name in the list of brand endorsers, who added four brands to her tally. Sprinter Hima Das and Olympic medallist Sakshi Malik had also marked their names in brand endorsements. In all, the women athletes added 11 new brands in 2019, taking up the tally to 45.

  • Paytm Wins BCCI Title Sponsorship Second Time in A Row, with able facilitation by Wavemaker & ESP Properties

    Paytm Wins BCCI Title Sponsorship Second Time in A Row, with able facilitation by Wavemaker & ESP Properties

    Mumbai: Wavemaker and ESP Properties, GroupM’s sports and entertainment marketing agency, has collaborated and facilitated the renewal of the partnership between Paytm and BCCI for the title sponsorship rights for BCCI’s International and Domestic cricket matches at home from 1st September 2019 to 31st March 2023. Paytm first bagged the title sponsorship rights in 2015.

    Earlier this month BCCI invited online bids for the title sponsorship rights for the BCCI organised domestic and international cricket matches. BCCI confirmed that Paytm will be the title sponsor of all domestic series/events organised, managed and administered by BCCI and played in India, between 1st September 2019 and 31st March 2023.

    Jaskaran Singh Kapany, Head- Marketing, Paytm said, “We decided very early in our journey to partner with India Cricket. Over the last few years, our association with the sport has given us a huge platform to be visible in front of half a billion Indian cricket fans. This has helped the brand immensely at various levels to build long term salience & stature. Paytm is a brand for the masses and continuing as the Title Sponsor of Cricket in India will help us bolster Paytm’s leadership position in the minds of millions of consumers, on the back of the most popular sport in the country.”

    Kartik Sharma, CEO, Wavemaker – South Asia added, “Partnering with ESP properties to help Paytm win BCCI title sponsorship rights for the second time in a row is a huge feat for all of us. It is our constant endeavour to offer best platforms to all our partners and help them grow along the journey.”

    Vinit Karnik, Business Head, ESP Properties, GroupM India said, “Paytm over the last four years has demonstrated its faith and commitment towards Indian Cricket. They understand & appreciate the potential of the game very well. Paytm & BCCI continuing their existing relationship will be huge win for both. The following that cricket gets in the sub-continent is at times more than any other sporting event across the planet and Paytm can continue to benefit from this.”

    “Earlier this year in ESP’s annual trends report we predicted that cricket would dominate the media and mind measure in 2019 and with such start to the new cricketing season we believe that this will only grow and improve over the next few months and years to come,” Vinit added.

  • Football viewership up 7% in 2018 from 5% in 2016

    Football viewership up 7% in 2018 from 5% in 2016

    MUMBAI: After Star India took the initiative to boost a variety of sports in India, other broadcasters also picked up their shovels to dig deep. It has made a sincere effort in the turnaround of Indian football with participation (to build culture), incentivisation (to build careers), and commercialisation model (to drive in viewership) which are the three building blocks to development.

    Delivering a keynote address at the Star Sports India Football Forum 2018, an initiative by SportzPower, Star Sports head marketing Rajiv Mathrani said, “The best way to predict the future is to dream it. India is not too far from playing FIFA World Cup with the increase in the number of teams, the ranking in which we are and the young talent which is coming along.”

    All India Football Federation (AIFF) general secretary Kushal Das said that AIFF will very soon launch a school-level project along with the game’s world governing body FIFA.

    According to BARC data, FIFA WC final garnered 16 million impressions in India and stood at fourth place. China (56 million impressions), Germany (21 million impressions) and France (19 million impressions) were ahead of India.  

    BARC India head- partnerships Elbert D’Silva said, “If we look at football, in 2016 the sport garnered 2 billion impressions and now till October 2018, it has garnered 3 billion impressions.”

    Football viewership has gone up from five per cent in 2016 to seven per cent in 2018.

    As of now, there are 836 million viewers who watch television across India. Out of these 836 million viewers who have access to television, 791 million or 95 per cent have consumed some sporting content across multiple TV channels. If we look at football numbers, 498 million people have sampled some content related to football in the country.

    According to D’Silva, the movement of Cristiano Ronaldo from Real Madrid to Juventus has affected the viewership. El Clasico’s impressions dropped down from 4 million to 2 million, but on the other hand, Serie A viewership doubled.

    The sports revenue in India has increased from $0.9 billion in 2016 to $1.1 billion in 2017, whereas North America has seen a spike in the revenue from $15.7 billion in 2016 to $16.2 billion in 2017.

    SPN India EVP and head digital business Uday Sodhi thinks that this year’s FIFA WC has really made football mainstream in India. “The only difference for OTT is that this is a newer medium, the forms of monetisation and the way you monetise will take more time to get established,” Sodhi added.

    ESP Properties business head Vinit Karnik said, “With multiple services coming in one set top box, the day is not too far when the gap between traditional TV and OTT will change.”

    SonyLiv has a large sports footprint, football is growing 150 per cent y-o-y, basketball is growing 3-5X. Sodhi believes that India will have a freemium business going forward to a large extent. There will be a significant amount of advertising play and subscription will then be able to create a niche for itself for premium content.

  • ESP Properties ties in Vodafone U with Rock On 2

    ESP Properties ties in Vodafone U with Rock On 2

    MUMBAI: ESP Properties (Entertainment Sports Partnership), the entertainment, sports and content arm of GroupM, have facilitated the integration with Vodafone U for the newly released, Rock On 2. In a unique tie-in, Vodafone U is utilizing the association to promote its recently launched segmented youth proposition —Vodafone U and conceptualized #JoinTheBand campaign with Rock On 2. The brand used the association with Rock On 2 through live concerts and meet & greets to create a holistic association and integration.

    Talking about the association ESP Properties senior business head Aastha Jain said, “Rock On 2 is a film about friends and music, that’s exactly what resonates with the youth. Vodafone U is the brand offering targeted primarily to the youth and hence the association seemed perfect fit. The Vodafone and Rock On 2 association is unique in a manner beyond the conventional integrations which are well thought of and executed and will hit the right chords with the consumers as well as viewers.”

    Vodafone India national brand head Siddharth Banerjee added, “Music is the key passion point of Indian youth and Vodafone U is targeted at that set! With this integration, we not only attract and engage our core audiences but also communicate our brand story and proposition effectively! We are happy to work with ESP who understand, execute and ideate through the brand lens”

    Excel Entertainment marketing head Vishal Ramchandani explained, “We made sure that we aligned with Vodafone in a way that benefits and creates a win-win situation for both, the movie and the brand. Rock On 2’s association with Vodafone is rather a natural alliance. We are pleased that India’s leading telecom service provider Vodafone and Rock On 2 have come together to spread its Magik to millions of consumers and grateful to ESP for stitching this through so seamlessly.”

  • ESP Properties ties in Vodafone U with Rock On 2

    ESP Properties ties in Vodafone U with Rock On 2

    MUMBAI: ESP Properties (Entertainment Sports Partnership), the entertainment, sports and content arm of GroupM, have facilitated the integration with Vodafone U for the newly released, Rock On 2. In a unique tie-in, Vodafone U is utilizing the association to promote its recently launched segmented youth proposition —Vodafone U and conceptualized #JoinTheBand campaign with Rock On 2. The brand used the association with Rock On 2 through live concerts and meet & greets to create a holistic association and integration.

    Talking about the association ESP Properties senior business head Aastha Jain said, “Rock On 2 is a film about friends and music, that’s exactly what resonates with the youth. Vodafone U is the brand offering targeted primarily to the youth and hence the association seemed perfect fit. The Vodafone and Rock On 2 association is unique in a manner beyond the conventional integrations which are well thought of and executed and will hit the right chords with the consumers as well as viewers.”

    Vodafone India national brand head Siddharth Banerjee added, “Music is the key passion point of Indian youth and Vodafone U is targeted at that set! With this integration, we not only attract and engage our core audiences but also communicate our brand story and proposition effectively! We are happy to work with ESP who understand, execute and ideate through the brand lens”

    Excel Entertainment marketing head Vishal Ramchandani explained, “We made sure that we aligned with Vodafone in a way that benefits and creates a win-win situation for both, the movie and the brand. Rock On 2’s association with Vodafone is rather a natural alliance. We are pleased that India’s leading telecom service provider Vodafone and Rock On 2 have come together to spread its Magik to millions of consumers and grateful to ESP for stitching this through so seamlessly.”

  • Himalaya Men & BharatBenz kick-start festive season with Chennaiyin FC

    Himalaya Men & BharatBenz kick-start festive season with Chennaiyin FC

    MUMBAI: ESP Properties has enabled key deals for ISL’s Chennaiyin FC by roping in BharatBenz and Himalaya Men as jersey sponsors. Through this deal, BharatBenz comes on board with an ISL team for the first time and Himalaya Men continues their path breaking campaign of – Pimple Story.

    After the successful collaboration of Himalaya Men and IPL (with RCB team), ESP Properties has continued Himalaya’s Pimple story campaign with PKL (with Patna Pirates team) and now ISL (with Chennaiyin FC team). As an activation, for the first 2 matches of Chennaiyin FC during ISL 2016, the back of jersey would have ‘Pimple’ written on it and from 3rd match onwards, it’s going to change to ‘Himalaya Men.’ A key idea which was implemented through a unique sports marketing led campaign than vanilla advertisements!

    For BharatBenz, it would be their first foray into sports sponsorships. They have crafted a unique campaign to spread their ‘Safety First initiative’ roping the kids who accompany the players to the field at the start of the game.

    ESP Properties business head Vinit Karnik said, “The strategy is being seen as a move to leverage ISL as a platform to target Himalaya’s and BharatBenz’s key consumers by associating with the Chennaiyin FC. ISL marks the beginning of the festive season in India where brands are looking to increase their share of voice need clutter breaking and engaging platform to occupy consumer mind space.”

    Chennaiyin FC co-owner Vita Dani said, “We are delighted to welcome Himalaya Men as the Co-Sponsor of Chennaiyin FC.”

    Himalaya Men’s Ashwani Gandhi said, “Sports lends itself as a perfect platform for us to connect with our TG, the youth. After fruitful associations with IPL and PKL, we are hoping to continue our success run by associating with the Chennaiyin FC.”

    “Chennaiyin FC, the club is young, dynamic and a powerful force in the league – just like what BharatBenz is in the commercial vehicle segment. We also share a strong affinity with Chennai being our home ground,” added BharatBenz, Daimler India Commercial Vehicles general marketing manager Apar Bansal.

  • Himalaya Men & BharatBenz kick-start festive season with Chennaiyin FC

    Himalaya Men & BharatBenz kick-start festive season with Chennaiyin FC

    MUMBAI: ESP Properties has enabled key deals for ISL’s Chennaiyin FC by roping in BharatBenz and Himalaya Men as jersey sponsors. Through this deal, BharatBenz comes on board with an ISL team for the first time and Himalaya Men continues their path breaking campaign of – Pimple Story.

    After the successful collaboration of Himalaya Men and IPL (with RCB team), ESP Properties has continued Himalaya’s Pimple story campaign with PKL (with Patna Pirates team) and now ISL (with Chennaiyin FC team). As an activation, for the first 2 matches of Chennaiyin FC during ISL 2016, the back of jersey would have ‘Pimple’ written on it and from 3rd match onwards, it’s going to change to ‘Himalaya Men.’ A key idea which was implemented through a unique sports marketing led campaign than vanilla advertisements!

    For BharatBenz, it would be their first foray into sports sponsorships. They have crafted a unique campaign to spread their ‘Safety First initiative’ roping the kids who accompany the players to the field at the start of the game.

    ESP Properties business head Vinit Karnik said, “The strategy is being seen as a move to leverage ISL as a platform to target Himalaya’s and BharatBenz’s key consumers by associating with the Chennaiyin FC. ISL marks the beginning of the festive season in India where brands are looking to increase their share of voice need clutter breaking and engaging platform to occupy consumer mind space.”

    Chennaiyin FC co-owner Vita Dani said, “We are delighted to welcome Himalaya Men as the Co-Sponsor of Chennaiyin FC.”

    Himalaya Men’s Ashwani Gandhi said, “Sports lends itself as a perfect platform for us to connect with our TG, the youth. After fruitful associations with IPL and PKL, we are hoping to continue our success run by associating with the Chennaiyin FC.”

    “Chennaiyin FC, the club is young, dynamic and a powerful force in the league – just like what BharatBenz is in the commercial vehicle segment. We also share a strong affinity with Chennai being our home ground,” added BharatBenz, Daimler India Commercial Vehicles general marketing manager Apar Bansal.