IPL-style boxing league set to make impact in India

NEW DELHI: The Indian company which forked out $5 million for a World Series of Boxing (WSB) franchise has pledged its long-term commitment to the global amateur competition and is confident it can break even within seven years.

The Videocon Group set up the franchise last year but backed out citing “unavoidable circumstances”, and the inaugural season of the International Boxing Association (AIBA) event went ahead without Indian representation.

However, TransStadia chief executive Udit Sheth said his company had bought the franchise with definite long-term plans for the Mumbai-based team. “I won’t comment on why they (Videocon) pulled out but we are a sports company and we are in the business of sports infrastructure and sports IT management,” Sheth told Reuters in a telephone interview. “We felt it would be an ideal fit for our market. We bought the franchise for perpetuity… We are here for the long term, definitely.”

Sheth said his company would pump more funds into the project with the hope of breaking even by 2018. “We are paying almost $5 million to AIBA but at the same time we are also investing in our boxers, support staff, events, promotions…

“Over the next five years, we would be investing 500-600 million rupees ($11.16-13.39 million)…

“It will take five to seven years (to break even).” Sheth was convinced that boxing would garner enough interest in the world’s second most populous nation, where every sport is cricket’s poor cousin.

“India is an upcoming sports market. We definitely believe that with our success in international sports events, especially boxing, the market is ready to accept such sporting activities.

“That’s why we decided to bring WSB to India. WSB also has a major goal to enter the Indian market because of the large youth population in the country.

“We are convinced that boxing has a market in India. We would not have invested so much if we didn’t think it was a good venture to get into.”

CRICKET RE-RUNS

Sheth said they were also weighing up options on the best way to televise the event.  “We and the AIBA are looking for the right partner. This is a great opportunity for the broadcasters as well to introduce new content.

“Currently, the only content which really works on TV in India is cricket and then you have re-runs of cricket and then more re-runs of cricket. I think this kind of new, live content would be welcome.”

The company was now in the process of recruiting boxers and support staff to prepare for WSB’s second season starting on Nov. 1.

“It’s like running a company. You need marketing guys, finance guys, technical guys…

“We will recruit 15 boxers and their sparring partners.There has to be some foreign competitors in every franchise as well.”

The tournament’s new competition format will have 12 teams divided into two inter-continental groups, facing each other on a home-and-away basis before the top four teams qualify for the playoffs.

Boxers in five categories trade punches in five-round bouts, without headguards or vests and using a professional-style scoring system.

SOURCE : http://www.dawn.com


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Desi F1 unleashes marketing blitzkrieg

The smell of burning rubber. The screeching of cars zipping around at 300 km/hour. The vra vra vroom pit babes. The speed, the thrill, the big money, the bigger egos-Formula 1 isn't called a marketing circus for nothing. And with its desi debut lined up end October, the marketing buzz is beginning to turn ear-splitting.

Although there are no confirmations from companies on the figures, sources in the Indian Grand Prix circuit say title sponsor Airtel has spent around Rs 30 crore for three seasons spread over three years. Alongside Airtel, the other big sponsors include Red Bull (which will bring everything from its aero models to its bikers and all that they have in the name of adventure to India by September end), UB group (which owns Force India and is the only Indian team in F1), Mercedes Benz, Shell, Renault, Castrol, JK Tyre, Vodafone, Tag Heuer, Helix-you name it. Many companies that haven't signed up as official sponsors are now joining the fray in a slightly different capacity. Hero Motors, for instance, has signed up with Narain Karthikeyan who will drive his Hispania car at the Indian Grand Prix.

TICKETS

The track owners JPSI has spent $400 million on building the track and stadium alone. Given that there are around 100,000-odd tickets for sale-already the lowest denominations, worth Rs 2,500 and Rs 6,000, are sold out, says Sameer Gaur, MD of JPSI-the gate money should be in the region of around Rs 1,000 crore. The platinum boxes, worth Rs 50 lakh, have been booked by corporates like Citi, Venky's, Kingfisher and JK Tyre not to mention some of the top business names in the country. Top of that heap though will be the box bang opposite the grand stand with a cool tag of Rs 1 crore. Gaur refused to divulge details of who has snapped that up. Of course even with all our billions you may still not be eligible for the Paddock Club, the most exclusive club in the F1 firmament. Entry costs $4,500 apiece but just buying a ticket doesn't ensure you're chosen-that's left to Bernie Ecclestone and the boys who run FOM ( Formula One  Management) to scan your application and then take a call. It's not just tickets which are disappearing; even hotel rooms in the vicinity are sold out.

ADVERTISING

So what explains the mad marketing rush for an F1 footprint? The TRPs may not compare with cricket but F1 is a potent marketing opportunity. Says Sam Balsara, CEO of Madison: "F1 as a concept has tremendous appeal for young, modern, dynamic and fast-paced companies. They want to appeal to people with the same characteristics and F1 offers that platform. The TRPs may be miniscule but exposure will be very high." That's pretty much what convinced Airtel to pitch for the Indian Grand Prix. Says Airtel CEO Sanjay Kapoor: "Brand Airtel has always used sports to connect with the audience. The characteristics of both Airtel brand and F1 is similar, as they both stand for freshness, youth and dynamism. Given the demographics, this is a sport that will be very relevant for India and more so given the 14 % growth of the $40 billion sports marketing business (sports, sports entertainment, sponsorships and sports goods retailing) in the country," he explains.

TRPs

F1 is about association, an opportunity to engage with the potential consumer, rather than sheer exposure. That, says Balsara, is part of a growing trend in the advertising world "where the chain has moved from exposure to engagement". Which also explains the money pouring into a sport that still doesn't boast top gear TRPs. Says Anamika Mehta, branch head Lodestar, Delhi: "Typically, the target group is the 15- 24-year-old and the TRPs for a F1 race is between 6 and 8 against 2 of a home series test match."

The low TRPs mean that there would a "lot less money involved when it comes to advertising" and more "below the line marketing for the event". At any rate, she says, when it comes to advertising inventory the "India feed is only about 600 seconds and a good part of that will be retained by ESPN for pricing it at a premium closer to the event." For now, though, the price of a 10 second ad is roughly Rs 1-1.2 lakh, which is double that of cricket. However, unlike cricket, the duration of advertising is limited since there are no ads in the middle of the race.

SOURCE : http://articles.timesofindia.indiatimes.com

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Milestone Brandcom launches Sports Marketing Division

Milestone Brandcom has extended its service offering through the line with the launch of Milestone Connect, an on-ground event, sports marketing and promotional marketing solutions division. Milestone Connect will focus on the experiential aspect of consumer marketing, playing a pivotal role in the consumer’s daily life that influences brand experience at various touch points.

Taking about this new initiative to exchange4media, Nabendu Bhattacharyya, Founder & Managing Director, Milestone Brandcom, said, “Cricket is the only common religion that Indians follow despite the diversity. However, the popularity of F1, soccer and tennis is also gaining traction with the Indian youth, who are the potential consumers today and the next 40 years. This high consumption power of Indian youth and increasing attraction towards sports is what makes ‘sports’ a religion that Milestone Connect will bracket together.”

He further said that the time was right with India rising on the global stage and worldwide marketers entering India, creating a healthy competing environment, which made logical business sense for Milestone to set up the experiential division as a natural extension in connecting with the consumer more meaningfully. “We see a huge and untapped potential to establish brands and delight customers by creating unique as well as practical and engaging experiences in public places, simultaneously integrating them into their digital social life. By creating such opportunities to interact with the consumers, Milestone Connect will drive marketing efforts that aim to create, stimulate and influence customer behaviour in the lighter moments of their life helping brands resonate emotionally and deliver measurable results,” he added.

To lead the new unit, Milestone Brandcom has brought on board Shivneet Singh as VP & National Head, Milestone Connect. Prior to this Singh was VP at Kidstuff (the promotional marketing arm of Mudra Max) and was responsible for North India & East India operations. With 18 years of rich experience in handling product launches, brand promotions, sports and events across a broad range of businesses. Singh has played an instrumental role in bringing brands to life both nationally and internationally. Singh has also worked with TIC-Integrated Marketing Solutions, CS Direkt Events & Exhibitions Pvt Ltd, Lemon Tree Media Pvt Ltd and Sporting Ambition.

“Shivneet’s appointment strengthens Milestone Group’s service portfolio significantly and will give a jump-start to the experiential marketing and brand promotions for Milestone Group,” said Bhattacharyya.

On joining the new division, Singh said, “Looking at the spirit and momentum of team Milestone I am all excited and geared up for the ‘Big Challenge’ to take-off Milestone Connect. My immediate task is to attract the best talent in the industry and spur Milestone’s growth trajectory to its natural level integrating events, sports and promotions with its proven capabilities in the OOH advertising space.”

Milestone Connect will cater to brand activation in an inclusive sense, connecting brands with consumers in the lighter moments of their life at diverse touch points – at malls, multiplexes, sports events or even cultural fairs and social gatherings, while they are having fun and are receptive to information which is creatively delivered. Their deliverables on sports arena is to create brand experiences at the event venue, on ground, managing sports celebrities, organising corporate tournaments around sports like golf, cricket, soccer, etc., including ownership of sports advertisement space rights.

Milestone Connect already has a 30-member team on board in Mumbai and Delhi and in the next 30-45 days they would be operational in five other metros (Bangalore, Chennai, Hyderabad, Ahmedabad and Kolkata).

SOURCE : http://www.exchange4media.com/OutOfHome/news

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NPD Releases Global Sports Estimate Report 2011

The NPD Group, Inc., a leading market research company, released the results of its fifth annual study on the global sports market, Global Sports Estimate 2011.

According to the Global Sports Estimate Report 2011, the worldwide sports market has returned to growth in 2010. Globally the sales of sports equipment, active apparel, and athletic footwear are valued at $ 315 billion USD (€ 226 billion) for 2010, which represents a four percent increase from 2009.

NPD’s Global Sports Estimate* Percent Change

2009 – 2010 4%
2008 - 2009 -2%
2008 - 2007 0%
2007 - 2006 4%
2006 - 2005 4%

*Estimate based on sales of athletic footwear, active apparel, sports equipment, and bicycles in USD.

“Sales of running, hiking/walking, and football/soccer products are the primary drivers behind this growth,” said Renaud Vaschalde, global sports industry analyst, The NPD Group, Inc., “Overall growth in the sales of footwear and bicycles out-performed apparel and equipment and as expected the 2010 World Cup helped the sport brands associated with it post growth.”

NPD’s Global Sports Estimate Report shows that there are now seven countries in which the sports market size exceeds 10 billion USD in 2010 and another 11 countries with sales estimates between three and 10 billion USD.

Countries with Sports Market Estimates* Over 10 Billion

USA
Japan
Germany
China
France
UK
Italy

*Sales at retail of Athletic Footwear, Active Apparel, Bicycles, and Equipment
(Countries ranked in dollar sales order)

Additionally, the Global Sports Estimate Report finds that products that are designed for sport use+ are less vulnerable to economic conditions than products that designed with a sport style++ focus.

“Sales of products that are for use in a specific sport (or sport use products) have held up pretty well despite the recession,” said Vaschalde, “It was only in Japan and Spain that there was a slight decline in the sales of sport use products during 2010.”

*Exchange rate calculation: 1€=$1.39

+ Sport Use is product designed for use in pursuit of a specific sport.
++Sport Style is product that incorporates features of sport specific product but has more of a fashion focus.

The survey: The NPD Group is now able to estimate the market size for almost all countries in the world. For the top 15 countries, NPD measures or estimates market size broken down by sport. For each sport within those countries, NPD estimates footwear, apparel, equipment, sales intended for sport use and sales NOT intended for sport use separately. The estimate covers the years 2010 and 2009.

Methodology: This study’s estimates of the global sports market’s size are based on The NPD Group, Inc.’s consumer panel tracking data, statistical projections, and the company’s extensive sports industry expertise. The NPD Group measures the athletic footwear and sports apparel markets in 10 countries, representing 70% of the global sports sales. For the remaining 30%, NPD estimates are based on assumptions related to Gross Domestic Product development.

About The NPD Group, Inc.

The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games, and wireless.

SOURCE: http://www.prweb.com/releases

Best Uses of Digital Sports Technology Today

Digital technology has come a long way. At first the sports universe was hesitant but now they have embraced it with open arms.

Tampa Bay Buccaneers

Training camp is hard enough. The days are long and filled with practice, weight training, meetings, and watching game film. During their off time, players use the extra time to recuperate and study their oversized playbook.  For this season the Tampa Bay Buccaneers coaching staff decided to get rid of the heavy binder and take advantage of technology.

Every player on the Buccaneers was handed an iPad2 with the entire playbook, team materials, and videos stored on it. Instead of being confined to a facility to watch film or dragging around a phonebook-sized playbook, players have the luxury of studying or analyzing game film at their convenience.

Another digital benefit is how easy it is to track the iPad2 compared to regular notebooks. If the iPad2 ever fell into the wrong hands or was misplaced, all of the information stored on the device can be erased with a simple push of the button.

Major League Baseball

Major League Baseball has always been one step ahead of other leagues in embracing digital technology. A few of their achievements are:

• Streaming live games on their website in 2002
• Launching MLBlog.com in 2005
• Joining the iPhone app market in 2008

What is impressive about MLB is how innovative their ideas are and how hard they try to give their fans exactly what they want. For example, during the final three games of the 2010 season MLB and the Philadelphia Phillies test piloted the “At Bat” iPhone App which allowed fans to order and receive food without getting up from their seat.

During this current season T-Mobile rented out Android tablets to fans at Angel Stadium for only $10 per game. The goal was to give fans more options during the game. For the passionate fan this meant they could read the game program while the other fans could play Angry Birds between innings.

SOURCE : http://www.sportsnetworker.com/

Why Sports Marketing is proving to be the future

Lord Tim Bell is well-known as a maverick. He was a legendary adman at the founding of Saatchi & Saatchi and also Margaret Thatcher’s press adviser. Now herunsChimeCommunications, the biggest owner of PR agencies in the UK.

But he said something at Chime’s interim results recently that surprised many. He predicted that almost half of his business, which also includes ad agency VCCP, would come from sports marketing within a few years.

Bell’s sports marketing arm saw a 7 per cent boost in net revenues to £19.2m year-on-year. Indeed, right across the PR industry, revenues fromthe sports sector are bucking the generally sluggish trend.

So what is driving this buoyancy? In part it is the London 2012 bandwagon, with myriad brands trying to prove their sports credentials as the Olympics buzz comes to these shores. This stretches beyond official sponsors, and those with a natural “fit” such as Nike or Paddy Power, to the likes of Cadbury, Red Bull and even financial institutions.

With few entertainment vehicles still able to provide brands with young, engaged audiences on a scale they demand, big sporting events are becoming relatively much more powerful.

Digital media also make such events genuinely global. So we see savvy British sports consultancies opening outposts in destinations such asBrazil, which will host a World Cup and an Olympic Games within the next five years.

At a time of global unrest, it seems that sport provides a welcome diversion to consumers everywhere – and an increasingly lucrative opportunity for media operators with a background in the sports world.

SOURCE : www.independent.co.uk/news/media/advertising

Career in Sports Marketing

Who is a Sports Marketing Executive..??

Sports marketing executives are the people who usually handle the business side of sports. Some of them work for a league or sports association. Some others usually work for teams. Then there are also some who work on behalf of major companies; they manage promotional campaigns and sponsorships of domestic and international sporting events.

There are also some in the field of sports marketing who work as sports agents. As sports agents they represent professional athletes, and negotiate contracts and endorsements, and they otherwise simple manage an athlete's career.

Also in the field of sports marketing, there are some who organize sports-related events on behalf of sports organizations, associations, teams, or companies. There are many tourism offices and convention and visitors bureaus that hire sports marketing executives specifically to work and help a particular city lure important sports events and teams to the town.

In the near future the opportunities in the area of sports marketing in India are only growing. There are not too many sports marketing executives working specifically in the area yet, and therefore poses a large scope for growth.

Out of all the possible areas of work in the area of sports marketing, the most lucrative and untapped market in India is in the area of sports agents. Some of the specific duties of sports marketing executives working in any of the above areas include one or more of the following duties:

-Negotiating and preparing contracts for athletes
-Strategizing about how best to leverage sponsorship
-Planning and coordinating sports events
-Conducting market research and analysis
-Producing promotional material, including mailings and web-pages
-Talking with athletes and sports organizations about their needs
-Monitoring sports activities and new trends
-Overseeing the development of new merchandise and products associated with a team, player or a particular sport
-Overseeing the upkeep and maintenance of a sports facility
-Overseeing ticket sales

In order to get into this field in India, one might require a master's degree in business administration with an emphasis in sports marketing or sports management from one of the reputed colleges in India. There is no doubt that the most prestigious jobs with well-known organizations, teams, and companies go to people with MBAs.

However, there are of course smaller teams, organizations and agencies that often accept people with only a bachelor's degree in sports management or business.

 Sports marketing executives usually get ahead by gradually representing bigger, more important and more prestigious sports teams, companies, associations, and athletes. The jobs in the sports marketing field in India is expected to grow faster than average through 2012. This is because there is an increasing interest in sports in India.

SOURCE : http://www.indianchild.com/marketing/sports-marketing.htm