Marketing using sports in India
Summary :
Table of Contents
- Introduction
- The history of sports in India
- Sports in ancient India
- Popular sports in India
- History of cricket
- History of hockey
- History of lawn tennis
- History of golf
- Rajiv Gandhi Khel Ratna awards winners in India
- Arjuna Awards
- Dronacharya Award
- Sports marketing in India
- Lowdown on sports marketing
- Objective of the research
- Research methodology
- Cricket controversy in India
- The rise and fall of sports icons
- Conclusion
- Bibliography
Abstract
If there is one change that has taken place in the sporting arena during the past 15 years in the country, it is the influx of marketing muscle and the infusion of large sums of money. Players, events, broadcast and media coverage, clothing and merchandising, grassroots development programs, fan management, talent development, advertising - thanks to marketers, every aspects of indian sports, particularly cricket and few others like golf, hockey and tennis, has been analyzed, professionals and monitored. Television rights, sponsorships, player endorsements, advertising and peripherals like hospitality and signage have been corporatized. In cricket; a hollowed playing field for a slew of marketers - top players have been elevated to the status of demi-goods. What they wear, the brands they endorse and the commercials they figure in have all helped them achieve status with a fan following of tens of millions - ably assisted by a robust and thriving consumer marketing and advertising industry. For a moment, let's go back in time. During the 1980s could you have ever thought of a Sahara Cup, Hero Honda Cup, Samsung Cup, ESPN -Star sports Premier Hockey League, StanChart Procam Mumbai International Marathon, BILT Skins Golf, or a JK Tyre National Racing Championship? Could you have imagined that top sport channels would bid 100 of crores of rupees for exclusive telecast rights, brand the bats and hockey sticks, or for that matter, the shoes of players in close range would cleverly the name of the brand - Adidas, Nike and Reebok? Imagine our top sports stars raking in crores of rupees through commercials and endorsements a decade and halfback.
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