群邑（GroupM）：2024年印度体育赞助报告（英文版）

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India Sports Sponsorship Report

XI Edion

building a legacy

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At GroupM ESP (the Entertainment

& Sports division of GroupM), we

are proud to present the eleventh

edition of our annual report on

the Indian Sports Industry. We

have been pursuing this initiative

with the objective of providing a

thorough picture of the playing

conditions in the business of sports,

quantitatively and qualitatively.

Sixteen years have elapsed since

the advent of the Indian Premier

League (IPL). 2008 was a watershed

year for the industry, with the

launch of the T20 blitz in our

country. Since then, the franchising

route has been cross-pollinated into

other sports too. The subsequent

years have seen the establishment

of a win-win framework, as work

practices in the sports industry

metamorphosed from the

unstructured to the structured.

While the IPL system has grown in

brand valuation by 433% (Source -

Brand Finance report), the learning

curve gained by the industry

through this ultra-competitive

cricket league has had a

snowballing eect on Indian

sports. The past decade has

witnessed a six-fold increment in

the industry, including cricket

and emerging sports.

This report analyses the trends from three perspectives – Sponsorships

(inclusive of ground, team and franchise fee), Athlete Endorsements,

and Media Spends by brands. The three, cumulatively, have delivered a

revenue in excess of INR 15000 Cr in 2023, with a double-digit growth

over the previous year. Providing the backdrop for this uptrend has been

the excellent performances by our sporting ambassadors at global

events, as evinced in the ever-increasing number of medals won by our

champion athletes at reputed multi-disciplinary competitions, and

several epoch-making wins in dierent individual and team sports in the

past few years. In cricket, the most popular sport in the country, we are

a juggernaut on the world stage, and it represents a success story on

and o the ﬁeld.

Today, India is the ﬁfth largest economy in the world. In sports too, we have

come a long way. Recent years have seen many landmark wins from our

athletes which would have seemed improbable, if not impossible, a decade

ago. An Indian has won an individual Olympic Gold in track and ﬁeld, our

shuttlers have clinched the prestigious Thomas Cup in badminton, we have

crossed the threshold of one hundred podium ﬁnishes at the Asian Games

held in Hangzhou, the nation hosts a sports league with the second highest

per-match broadcast value in the world - all these and more are such

sterling accomplishments have clearly highlighted the new elevated status

we now have in sports. The ﬁrst edition of this India Sports Sponsorship

Report was released by us in 2013, under the name ‘Sporting Nation in the

Making’ – because that was, quite literally, the fact of the matter. In light of

the current circumstances, we felt that a reappraisal for the nomenclature

would be appropriate. Consequently, we are delighted to bring to you the

eleventh edition of the report as ‘Sporting Nation: Building a Legacy’. The

reason for this is self-evident; it takes into account a beautiful story that

is being written now. The coming generations will look back at these

years as a glorious phase in the evolution of the industry in India.

This report gives you in-depth understanding of the ﬂuctuations in the

sports commercialization space, with focus on the numbers on one level,

while providing perspectives on the drivers and barriers to growth, on

the other. We are in the era of marketing measurability; hence we also

zoom in on digital data like social conversations, search etc. with the

On Air Reach & TRPs in the major franchise-based leagues in the Sporting

Nation. This is in alignment with the goal of maximizing the value to rights

owners, advertisers, and agencies. Our team also enhances the report

every year by adding emerging pieces of information on spend patterns,

so that the readers are updated about the same. We are grateful for

the contributions from many rights owners, agencies, and industry

participants who have given us invaluable inputs and support, along with

oodles of energy to move forward in our resolve. We express our sincere

gratitude to all of them, and their encouragement means the world to us.

Our actions have always been driven by the commitment to share a

cogent report, and to set higher benchmarks every year. We will be most

happy to receive feedback and suggestions that will help us in elevating

the experience for the readers.

FOREWORD

Vinit Karnik

Head – Entertainment,

Esports & Sports,

GroupM South Asia

vinit.karnik@espglobal.com

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