GroupMESP, the entertainment, esports and sports division of GroupM India has released the 9th edition of Sporting Nation in The Making, its sports report that takes into consideration the sponsorship spends, player endorsements and media spends on sports properties.
- The report estimated that the size of the Indian sports industry spends had surpassed Rs 9500 crore in 2021. It also revealed that the spending on sports celebrity endorsement grew by 11% year-on-year in 2021.
2021 saw an echoing comeback for sports sponsorships and media deals, as compared to 2020 when the pandemic took over. 2021 got our Sporting Nation back to a billion-dollar scale with a 62% growth over 2020. India’s performance at the Tokyo Olympics has been a morale booster for budding sports talent in the country and 2022 will bring new opportunities in multi-sport events.
With INR 6018 Cr, Sports Adex surpassed 2019 levels in both TV & digital.
Prasanth Kumar, CEO – GroupM South Asia said, “2021 was a year of a major comeback for the sports industry. Not only in sports but we saw growth in sponsorships, endorsements, and media expenses in 2021. This year will also be a good re-start point for brands to invest in sports properties since sports will see a rise and will in-turn deliver ROI to brands. Apart from this, we even saw esports gaining significant traction and there was a major rise in the number of gamers in the country. Properties like PKL, ISL, etc. are also seeing a major rise in followers which goes to show that India is heavily invested in overall sports from an interest and inquisitiveness standpoint. As for cricket, we are seeing a growing interest by Foreign private equity giants investing in Indian cricket which is proving that Cricket will continue seeing a huge surge in India and with 2021 getting cricket back on track, we are seeing 2022 racing ahead, aiming to cross INR 10,000 Cr mark.”
Acceptance of visual media for live sports broadcast by fans led to a great demand of platforms like SonyLiv and Disney Hotstar who are now streaming a variety of sports for their audiences. We see the OTT space becoming more competitive in the years to come since India is adopting OTT for live streaming sporting action.
Vinit Karnik, Head – Sports, Entertainment and Esports, GroupM South Asia said, “India as a Sporting Nation has finally arrived, overcoming all barriers brought in by the pandemic. Cricket being the hero of India, contributed 88% of the sports spends. IPL and T20 WC boosted the sports adex growth. We also saw emerging sports contributing 12% on the overall sports spends. The media spends in 2021 were the biggest contributors, who accounted for almost two-thirds of all sports industry spending. While sports celebrity endorsement was on the rise in 2021, Virat Kohli, MS Dhoni,
With an action-packed 2021, media spends in sports saw some heavy scoring in India as brands and consumers were brought closer by broadcasters. Technology also played a very crucial role in evolving the way people appreciate sports. The household penetration of TV sets in different markets over the country saw a major role in the growth of sports properties. With this, TV continues to be the largest medium since 2021 saw overall ad spends of Rs 5051 crore, which was a growth of 59% over 2020 and we saw digital spends touching Rs 965 crore.