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Tag: Repucom

  • World Kabaddi League features in top sporting properties in inaugural year

    World Kabaddi League features in top sporting properties in inaugural year

    MUMBAI: After its initial season, the Wave World Kabaddi League (WKL) attracted an aggregate reach of just over 101 million individuals as per TAM India in its very first edition placing it among the top five sporting properties in India, claim the organisers.

     

    This is both in terms of viewers as well as visibility to sponsoring brands. The league, which was telecast live on Sony Six, also garnered 1.5 million views on YouTube with 60 per cent of the views coming in from the diaspora in United States, Canada, UK and as far as Italy. Additionally an estimated 50 million reach was acquired through international feed in Pakistan, Middle East, Europe, US and Canada.

     

    WKL CEO Raman Raheja said, “We are overjoyed with the response to the WKL in its very first year. The idea of keeping the latter and final parts of the WKL in India, where the sport is extremely popular, also paid rich dividends in terms of TV exposure for the sponsors. We are now looking to a bigger event in the second edition.”

     

    Repucom, a research company that measures ROI for all sports across the world, gave an interesting comparison of WKL’s sponsored property exposure on TV as compared to other sports. Repucom India analyzed that the 86 matches played during the first season garnered as many as 143 hours of screen exposure, which translated into an hour and 40 minutes of exposure per match.

     

    The event as a whole received media value worth Rs 301,02,60,323 for 86 matches with an average worth of Rs 3,50,03,027 per match.  Wave Infratech’s media value was put at Rs 135,90,62,603 for all the matches at an average Rs 1,58,03,054 per match.

     

    Title sponsors, Wave Infratech, earned maximum visibility and ROI with 45 per cent of share compared to all the other sponsors exhibited during the event. Among other main properties, the static board earned 37 hours on screen exposure (18 per cent share compared to other sponsors) and the  Jersey front was the second leading property with 22 hours on screen exposure (19 per cent share compared to other sponsors).

     

    Repucom South Asia/India director and senior vice president- Joseph Eapen said, “We recommend that teams acquire more sponsors on the team apparels like jersey front, jersey back, jersey side, chest logo and trousers to cash the exposures and value from apparels.”

     

  • Asia’s investment in US Sports makes it an ‘Emerging Giant’: Repucom

    Asia’s investment in US Sports makes it an ‘Emerging Giant’: Repucom

    MUMBAI: Over the past three years, investment from Asia into US sports franchises has been growing consistently. This comes in wake of a report released by sports management company Repucom titled ‘Emerging Giants’, which states that in the past two years, close to $1.1 billion has been invested by Asian businessmen in US Sports franchises.

    All of the US big leagues now have at least one team fully or partially owned by an Asian-born investor. Asian ownership first came to American sport when Japanese company Nintendo bought the Major League Baseball (MLB) Seattle Mariners back in 1992. Ever since the team imported Ichiro Suzuki, who emerged as one of the great players in MLB history, there has been a steady stream of Japanese talent into the US league, drawing the world’s two biggest baseball markets closer to one another. Nintendo remains one of the few corporate owners of US teams.

    According to the report, one of the most well-known Asian investors in US sport is Chinese-born software mogul Charles Wang of Computer Associates became the majority owner of the New York Islanders of the National Hockey League (NHL) in 2004. After failing in his efforts to get a new arena approved for the team in its original suburban New York location, he has decided to move the Islanders to Brooklyn’s Barclays Center for the 2015-16 season as the new arena’s anchor ice hockey tenant. India’s Vivek Ranadive’s investment in National Basketball Association (NBA)’s Sacramento Kings’s is pegged at $ 348 million.

    Major investment in US sports sponsorship has been dominated by three big exporters from the region i.e South Korea, Japan and China and the key industry sectors are  automotive, consumer electronics and sports apparel.

    Recent deals such as India’s Tata Consultancy Services’ decision to sponsor the New York Marathon has been pegged at $ 3.8 million. South Korean automotive brand Kia and their deal with LeBron James has been reported to be around $ five million and Kumho Tires’ deal with the NBA has been pegged at $ 2.6 million.

    South Korean investment has come mainly in the shape of Hyundai, Samsung and Kia. Hyundai invested $8 million into the naming rights of the Hyundai Tournament of Champions on the PGA Tour in 2011 and Samsung’s $33.3 million per year deal with the NBA in 2013 has made the electronics company the league’s supplier of mobile device and televisions. As part of the agreement, referees of games in the NBA as well as the WNBA and NBA Development League will use Samsung tablets alongside the basketball court to review plays. Kia chose another route into US sports by targeting one of the most iconic venues in the country. Their $ seven million sponsorship deal with Madison Square Garden (MSG) in New York gives the company prominent signage in this famous arena, a custom-built display space at the entrance for its cars, tie-ins with the MSG owned New York Knicks (NBA) and Rangers (NHL) and an expanded presence on the MSG regional sports networks. Japan’s Sony Electronics sponsorship and technology agreement with the Barclays Centre in Brooklyn, home of the Nets NBA franchise, is another example of big name property rights purchasing. As part of the deal, 600 Sony professional and consumer HD screens are positioned throughout the arena.

    Besides economic growth, the report mentions the various reasons for the driving trend for investment in sport which are as follows:

    1) Health-The rise in interest and participation in sport is a reflection of efforts to promote health, and companies in the Middle East and Asia are using sponsorships of global sports as a means to engage local consumers with a healthy and active lifestyle message.

    2)  Entertainment- With the growth of television and internet, the appetite for entertainment has surged across the Middle East and Asia. Given the lack of local sports attractions and the time required to build new clubs and franchises, investment in global sports properties is a short-cut to delivering programming that engages audiences.

    3) Growing young population- Brands from the Middle East and Asia are using sponsorships of key global sports to target and engage this youth population.

    4) National Unity- Governments from the Middle East and Asia see investment in sport as a key means by which to promote national unity in what are often markets which have very fragmented sociocultural sub-pockets, domestically speaking.

    5) Social mobility- Encouraging people from all levels of society to follow and engage with sport, offers them a level playing field for social interaction.

  • Repucom predicts that IPTL will help boost tennis in Asia

    Repucom predicts that IPTL will help boost tennis in Asia

    MUMBAI: As the International Premier Tennis League (IPTL) begins its Delhi leg today, sports marketing research company, Repucom, has predicted an upsurge in tennis fans across Asia and the Middle East.

    The line-up rivalling a grand slam, exemplifies the growth, popularity and market for tennis in Asia and the Middle East, says the study. Repucom´s Sports DNA study reveals that 11 per cent of people interviewed aged 16-69 in urban areas of India this year, stated that they were interested in tennis, constituting 29 million people, a significant figure when considering the status of cricket in the country.

    Singapore is by far the country with the highest proliferation of tennis fans amongst the four countries where the event is taking place, with 40 per cent of people interested in tennis, which equates to 1.78 million of the population, followed by 20 per cent of people said to be interested in tennis in the UAE, constituting approximately 7,40,000 people. 17.4 per cent of people interviewed in urban areas of the Philippines last year stated that they were interested in tennis, which results in 5.5 million of the population, claims the study.

    The IPTL player line-up includes tennis stars, Roger Federer, Novak Djokovic, Serena Williams, Maria Sharapova, Andy Murray, Caroline Wozniacki, Ana Ivanovic, Indian starlet Sania Mirza, as well as tennis legends Pete Sampras and Andre Agassi, who will all draw attention to the sport, leading to a further increase of interest in tennis, Repucom predicts.

    Repucom South Asia senior vice president and India director, Joseph Eapen, said: “The IPTL will be a big boost for tennis in Asia. People are more aware of the sport and Asia and the Middle East are investing a lot of money in developing world-class sports stadiums and grounds. Globosport, an existing Repucom client and organisers of the event, have done a tremendous job in securing the biggest stars in tennis and promoting the much anticipated event. In these regions that are highly passionate about sports, the IPTL will inspire people to watch and even play tennis.”

     

  • Repucom adds Procam International to its existing portfolio

    Repucom adds Procam International to its existing portfolio

    MUMBAI:  Global sports marketing research consultancy  Repucom has  signed two deals with Procam International wherein it will provide sponsorship evaluation and social media intelligence for Procam’s marathon events like the Airtel Half Delhi Marathon (AHDM) and the Standard Chartered Mumbai Marathon (SCMM).

     As part of the deal Repucom will be conducting a Catalyst to measure the activation in the form of a 20-day Treadmillion Challenge in over 30 locations in India that will lead to the main event. Catalyst is a framework used by the company to analyse the effectiveness of on-site activation in the context of sponsorships which generates insights on property engagement and attendee profiling, activation diagnosis and impacts on brands.

    Speaking about the deal Repucom senior vice president south Asia and director India Joseph Eapen said, “Catalyst is unique and employs a consistent methodology and questions set to measure activation, effectiveness across different types of sponsorship, brand portfolios and territories, which will greatly benefit Procam and increase visibility and awareness of their flagship events.”

     The tenth edition of the Airtel Half Delhi Marathon will take place this Sunday, 22 November. The event attracts names in the field of distance running such as Kenyan running star, Edwin Kipyego and Atsedu Tsegay from Ethiopia, who broke the course record last year with the time of 59:12. Winner of last year’s half marathon event, Florence Kiplagat from Kenya and 2013 champion, Wude Avalew of Ethiopia, are other names in the women’s race who are also expected to compete in the event next Saturday.

    The twelfth edition of the SCMM will be held on 18 January 2015. Sporting icons such as Michael Johnson, Linford Christie, Steve Ovett, Paul Tergat, Dame Kelly Holmes, Gail Devers, Gabriela Szabo, Kapil Dev, Vijay Amritraj, Aravinda DeSilva, Javagal Srinath, Anju Bobby George, have been SCMM event ambassadors. Bollywood superstar John Abraham has also been the event’s Indian brand ambassador.

     

  • Repucom eyes India’s expansion to a multi sport nation

    Repucom eyes India’s expansion to a multi sport nation

    MUMBAI: The year 2014 has been a wonderful one for sports in India. With a number of sporting leagues starting and big conglomerates putting in their money and muscles to make India a multi sport country, the brands are ready to jump on to the band wagon.

     

    To run the show, finances of a large magnitude, a sustained and reliable inflow of premium information and analytics is of crucial importance  and so is the evaluation to help clubs, teams, franchise owners or sponsors to better understand the returns of sponsorships as well as, provide a frame of reference for future projects and aids in the planning process. However, not all has been and can be evaluated. So, here comes Repucom, a sport marketing research company, which helps find a solution to this.

     

     The research company, with more than 20 offices worldwide and 1000 plus clients, conducts sponsorship evaluation, market research, consultancy, media evaluation and commercial auditing. And keeping an eye on India’s growing sport culture, Repucom is all set to cash-in on the frenzy.

     

    Repucom south Asia senior VP and India director Joseph Eapen says, “India is one of our key country of interest, from a cricket crazy country, now a truly a multi-sport country. From the past seven years, we were providing the sponsorship ROI metrics for cricket – IPL and all homes series; then came HIL, IBL, racing, and this year we are providing the same for Pro Kabaddi League, Indian Super League, running and International Premier Tennis League. So it is an important time and we are on it to quantity the investments.”

    So how is it all done?

     

    The company covers a varied amount of sports research through its various initiatives. It conducts sponsorship evaluation for TV, print and the online space. It arrives at ROI in terms of 100 per cent advertising equivalency and mainly quality index that quantifies the ROI on the basis of the quality of integration with the sport or any branded content. The quality factor it considers is size, duration, position and number of brand hits.

     

    Through social intelligence it picks up drivers of social conversations like the rights holders, the event, the sponsors, the celebrity associated with it or the promotional activities around an event, organic and  otherwise and develop a KPI score card that provides clients insights on a pre-event, weekly, monthly as well as post event basis. In the case of the Hero ISL, it was done on a daily basis.

     

    Through Bespoke Research it utilizes methodologies tailored to the individual requirements of clients. Sports DNA is a sponsorship planning and monitoring tool for clients pursuing an international strategy. According to Eapen, it is the world’s largest multi-client sports study, running consecutively since 2000, allowing high-quality market research via consistent and comparable methodology. It is built upon a twice-yearly survey of over 30 markets worldwide to deliver a wide range of insights globally.

     

    Similarly, Catalyst is a framework that analyses the effectiveness of on-site activation in the context of sponsorships which generates key insights on property engagement and attendee profiling, activation diagnosis and impacts on brands. Currently it is being done for Procam International (for their activations leading to the Airtel Delhi Half Marathon) in 30 plus locations in India.

     

    But the tool which is creating the most buzz is Celebrity DBI. It is an independent index that quantifies and qualifies consumer perceptions of celebrities. The categories of celebrities indexed include actors, athletes, film and TV stars, musical performers, business leaders etc. Subcategory examples include coaches, designers, chefs, politicians. It evaluates celebrities in 13 key markets worldwide like Germany, France, Italy, United States, China, Russia, Australia, Brazil, Japan, India etc.

     

    “It’s the only global celebrity evaluation service designed to provide superior brand-relevant insights. Brands, agencies, rights holders, teams, leagues and other marketers worldwide can measure, compare and leverage the impact of celebrities both locally and globally. The expanded database features more than 5,000,” says Eapen.

     

    In India the company has been working with IMG, Hero, Muthoot, Pepsi, Vodafone, Yes Bank, Star Sports, USL, Garnier Men, Airtel, Standard Chartered, Mahindra, Toyota, Red Bull, Johnnie Walker, Nokia and Panasonic. For branded content it has been working with Idea, L’oreal, Tata tea, Snapdeal, Vodafone, Sunfeast, Maruti, Cornetto, Lux, Oreo and Lenovo.

     

    For the ongoing ISL the company has firehose access to twitter feeds and a special tool to look at Facebook posts, plus uses Crimson Hexagon, Social Bakers and other tools are used by their in-house and global digital team.

     

    It has also been working with broadcasters for their branded content analysis it says it is proud of their association with Viacom18, especially Colors, as they have a contract to provide ROI metrics for all of their branded content.

     

    In the field of cricket the company has been conducting commercial auditing for ICC; as their compliance monitor – policing the broadcast of rights-related content through compliance monitoring helps to ensure that all events, branding and commercial stipulations are adhered to according to contract.

     

    With India now being a key market that is offering a lot of consumption potential for the business of sports, according to Eapen, besides the usual four of gate revenues, sponsorship revenues, media rights and merchandising there is another added factor- the 10+2 ad cap. “This reduction in ad inventory will force brands to look at integration and placement within the content – sport is an ideal platform for this

     

    Talking about the company’s future expansion plans in India, Eapen informs that a lot of growth will happen from the sport sponsorship consultancy services turn knowledge into action. “Our fact-based insight and recommendations allow brands, right holders and agencies to maximise the value of their investments in sport and entertainment” he concludes.

     

  • Ibope, Repucom launch sports marketing research service in LatAm

    Ibope, Repucom launch sports marketing research service in LatAm

    MUMBAI: Ibope Media, a joint venture between Grupo Ibope and Kantar Media, has entered into an agreement with Repucom, a member of the RSMG Insights group, to launch a comprehensive sports marketing research service in Latin America, excluding Brazil.

    The cooperation will begin operations under the name Ibope/Repucom Sports in Buenos Aires, Argentina, with additional services across the region’s Hispanic countries coming on line through the remainder of the year.

    “We have followed the growth of the sports sector in Latin America and have considered various means of entry however an appropriate partner was key to successful rollout of services and Ibope Media is the logical fit in this regard,” said Repucom CEO Paul Smith.

    Added Kantar Sports head Richard Brinkmann: “In keeping with Kantar Media‘s long-standing relationship with IBOPE Media we have greatly enjoyed working alongside them to develop critical additional media research services that focus on the rapidly-growing sports sponsorship sector. We are greatly looking forward to playing a role in this venture and excited to offer Kantar clients the additional insight into the Latin American market that it will bring.”