A look at the photo op board of the Asian Games during the ship-off of the Indian athletes truly suggests the developing interest amongst advertisers and enthusiasts in non-cricket sports activities. As players stood in the front of the board, one could not pass over noticing brands’ presence throughout segments– from FMCG participant Amul to fashion retailer Raymond and financial offerings business enterprise Edelweiss to paint manufacturer Nippon Paints. To top all of it, India despatched an 800-plus contingent, such as 572 athletes, to the Asian Games with a purpose to be held from August 18 to September 2.
Asian Games isn’t always the primary event within the recent beyond, while manufacturers got ahead to help sports activities apart from cricket. The past few weeks noticed back-to-again announcements of brands associating with sports. Last week, Ola, in partnership with JSW Sports Institute, announced its nationwide crowdfunding campaign #RoadToGold to nurture grassroots sporting talent. The cab-hailing app asked clients to contribute to Re 1 according to experience across the 110 towns it operates in. The funds accrued might be used for the schooling and coaching of younger athletes in the facility.
Earlier, Tata Motors had introduced an all-encompassing 3-12 months strategic partnership (reportedly worth Rs 18 crore) with the Wrestling Federation of India as its ‘Principal Sponsor’. The association encourages and promotes the sport, from the Asian Games 2018 to the Olympics. The logo claimed that the league is one of your biggest non-cricket institutions. S.
Regarding the concept at the back of the sponsorship, UT Ramprasad, Head – Marketing and Brand Communications, Commercial Vehicle Business Unit, Tata Motors, stated, “Our goal institution clients have a predominantly rural/semi-urban profile, and wrestling is a famous rural game. So it blends perfectly with our commercial motors’ rich history, toughness, sturdiness, and robust performance, which might be usual via our clients in India and global markets.”
Earlier this 12 months, the Edelweiss Group inked a protracted-term partnership with the Indian Olympic Association to sponsor the Indian contingent for all tournaments, including Commonwealth Games 2018, Asian Games 2018, Tokyo Olympic Games 2020, and National Games 2019 and 2020. In truth, it extended Rs 50 lakh lifestyle coverage to all collaborating athletes (earlier, it was best for those whose federations had been acknowledged through the IOA). In the beyond, Amul had partnered with the Indian Olympic Association as the authentic sponsor of the Indian contingent for the Olympics in 2012, 2016, and the Commonwealth Games 2010 and 2014.
Mustafa Ghouse, CEO of JSW Sports, is overjoyed to look at this growing participation from brands.
“It is encouraging for the sports activities ecosystem that more brands are extending their assistance toward non-cricketing residences. This is certainly an illustration that the fulfillment of Indian athletes on the global stage has been noticed, and extra people are starting to explore opportunities to companion with those tales of grit and backbone,” he said.
“The expansion of brand portfolio for sporting residences also illustrates how we are transitioning far away from being an unmarried-recreation state. I consider referencing sports activities past cricket will help brands hook up with more diverse demography,” added Ghouse.
The developing hobby in logo association on those houses may be credited to the increasing consumption of non-cricketing homes and the excellence done with the aid of Indian athletes. For example, in keeping with media reviews, 30-35 percent of TV viewership on sports activities comes from non-cricket residences.
Last month, Assam’s Hima Das created records by becoming the first Indian to win a bar of gold at the World Under-20 Track and Field Championships. This was accompanied by sports management firm IOS Sports and Entertainment signing her as their client in a multi-crore-year contract.
Moving forward, the association is anticipated only to grow bigger. Ghouse feels that brands want to invest in stories of success.
“With an upward thrust inside the wide variety of success tales among Indian athletes, I am positive we would see various manufacturers stepping ahead. I’m assured that these outcomes will power extra brands to spend money on those athletes,” says Ghouse optimistically.
