SPORTING NATION IN THE MAKING V - Report 2018
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SPORTING
NATION
IN THE MAKING V
ESP Properties - SportzPower
India Sports Sponsorship
Report 2018
Sporting Nation In The Making V / ©GroupM Media India Private Limited and Sportz Network Private Limited
©GroupM Media India Private Limited and Sportz Network Private Limited
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Sporting Nation In The Making V / Foreword
We are glad to bring to you the
fifth edition of the SPORTING
NATION IN THE MAKING, an
industry initiative between ESP
Properties (the Entertainment &
Sports arm of GroupM) and
Vinit Karnik Thomas Abraham
SportzPower (India’s leading Business Head - ESP Properties Co-Founder, SportzPower
provider of sports business news). vinit.karnik@espglobal.com thomas@sportzpower.com
This edition examines the happenings with a run time of 18+-weeks compared industry of India in 4 parts — On Ground
in the India Sports Sponsorship market to ten weeks earlier on, now allows Sponsorship, Team Sponsorship &
during calendar year 2017, which their respective promoters to look to Franchise, Athlete Management, and
despite the drag on the larger economy growing the all-important fan Media Spends. Each chapter also
caused by end-2016’s demonetisation loyalty/engagement quotient going covers key trends on investment in
and the introduction of General Sales forward. order to provide a perspective. The
Tax (GST) mid-year, has turned out to be report also captures the digital data
Football had added momentum going
remarkable one in more ways than one. (social conversations & search), and the
for it from the increased attention that
On Air reach & TRPs in each of the
Let’s start at the top. Cricket and the came its way as India hosted its first
leagues (IPL, ISL, PBL, PKL) in order to
Indian Premier League (IPL) had its best ever FIFA U-17 World Cup that became
increase its utility to Rights Owners,
ever season. Paradoxically, in part due the most attended in the history of the
Advertisers, and Agencies.
to the disruption caused by event.
demonetisation, which put a big This edition of the report goes beyond
That movement is reflected on the
squeeze on consumption that the the numbers, and combines our
Ground in the numbers delivered by
cricket carnival was able to cash in on. knowledge and insights to analyze and
Football, but with the tenth season of
The first big release of all that pent up present the key developments that
IPL having its best ever season in terms
demand was leveraged by brands move the industry so that all
of revenues generated for host
during the IPL. stakeholders are aware of ground
broadcaster Sony Pictures Networks
realities that could affect their business.
There is also the argument that 2017 and Team India playing twice the
was the first TRULY big year for sport number of home internationals than We gratefully acknowledge the
beyond cricket. And not surprisingly it 2016, Cricket’s dominance was only valuable inputs provided by rights
has been football and kabaddi, further embossed. owners, agencies, and industry
participants who have provided
specifically Pro Kabaddi and Indian All things considered, it is creditable
valuable information and support during
Super League, that laid down the that not only did the industry survive the
the preparation of this report.
markers. bouncers thrown at it by extraneous
economic anomalies, but still grew a We hope that you will find this report
Both PKL and ISL added teams and
solid 14.1% to hit INR 7,300 Crore and in useful and informative. Any feedback or
extended their seasons. A 12-team PKL
the process breach the $1 billion barrier. suggestions to enhance future editions
stretched from a four-week event to a
of this report are most welcome.
13-week one, while the ten-team ISL This report covers the size of sports
Sporting Nation In The Making V / Contents
CONTENTS
Indian Sport Steps up its Big Leagues Game 02
Data Management Platforms & Sports Marketing:
A Ready Opportunity for the Taking 06
Football Steps up a Big Notch; Cricket has 50%
of the Ground Covered 09
Analytics takes Midfield in Sports 15
New Franchises, Leagues make for a Healthy Brew 17
An ode to a Decade of “Manoranjan ka Baap” 24
Virat Pads Up Blue Sky between him and the Rest;
As does Sindhu among women 27
How Sports has Evolved in Media 31
IPL Drives Media Spends on TV, Digital to New Highs 37
Await the Cricket Storm 40
Summary 43
The Last Word 44
01
Sporting Nation In The Making V / Indian Sport Steps up its Big Leagues Game
Good governance and transparency. The holy grail for sports is still
a good distance away in India as a general principal but the needle
IS shifting in fits and starts, with and without judicial intervention.
2017 kicked off with the Supreme Court Premier League. For the fifth season,
appointing a four-member Committee the tournament expanded, both in
of Administrators led by the former terms of participating teams and
Comptroller and Auditor General (CAG) duration. The original eight franchises
Vinod Rai to function as the new interim were buttressed by the addition of four
boss of the Board of Control for Cricket new teams - Gujarat Fortunegiants,
in India (BCCI). The CoA’s mandate - to Tamil Thalaivas, UP Yoddha and
run the day-to-day administration of the Haryana Steelers.
world’s richest and most powerful In terms of time span, Pro Kabaddi
cricket body. stretched from a four-week event to a
That the four-member panel had 13-week one. While there have been
become a two-member one by year-end questions raised on whether the
was not exactly the best advertisement league’s transformation from a compact
for the manner in which the CoA itself high-on-action tournament to an
was being run. But that is at par when expanded proposition has delivered on
one talks of matters of governance in the intent of creating a product that
India, so suffice to say that net net, there remains a prime-time broadcast for a
were positive takeaways from the whole longer period of time, the truth is that
exercise by the time 2017 came to a when viewed from a big picture
close. perspective, it has worked. That is the
message that comes through from the
For the purposes of this report, however, franchise owners and sponsors.
what is of most importance is where the
various leagues in the country, new and As for the ISL, 2017 saw the entry of
old, well governed or not, stand in the Jamshedpur FC, owned by Tata Steel,
popularity stakes? In that regard there is and Bengaluru FC (parent company
an argument that 2017 was the first Jindal South West Holdings Ltd) into the
TRULY big year for sport beyond cricket. league, making it a ten-team
championship. A ten-team
And not surprisingly it has been football
championship that with a run time of
and kabaddi, specifically Pro Kabaddi
18+-weeks compared to ten weeks
and Indian Super League, that laid down
earlier on, will allow promoters Football
the markers.
Sports Development Ltd to grow the
First Pro Kabaddi, which, as per all-important fan loyalty/engagement
television ratings, is the second-most quotient in the coming seasons.
popular league in India after the Indian
02
Sporting Nation In The Making V / Indian Sport Steps up its Big Leagues Game
In the more immediate here and now cr ($171 million) to INR 1337 cr ($203 Hero MotoCorp renew its Title
though, the big upstick for the Beautiful million); Team Sponsorship went up Sponsorship till 2019 at a 196 per cent
Game was delivered by India hosting from INR 700 cr ($103 million) to INR 819 incremental value over the previous
its first ever FIFA tournament. The 17th cr ($124 million); Franchise Fees rose cycle.
edition of the U-17 World Cup in India
from INR 548 cr ($81 million) to INR 684
became the most attended in the There was also the U-17 World Cup
cr ($104 million). It was not all positive
history of the event that has been which pulled in over INR 40 cr ($6
variously described as a watershed though, with Endorsements down from
million) worth of sponsorships from a
moment, a tipping point for Indian INR 476 cr ($70 million) to INR 395 cr
clutch of local partners.
football, a springboard to take the ($60 million).
game to new heights in the country. Speaking of U-17 World Cup, India’s
As always, making up the biggest
Hyperbole aside, and paraphrasing hosting of the FIFA youth football
quantum of Sports Sponsorship
Star India managing director Sanjay tournament also meant that questions
Gupta in an interview he gave to investments was Media Spends
around the future structure of club
SportzPower, “So one big movement accounting for 55.68 per cent of overall
football in India got pushed for some
(in the last few years) has been that spends. Growing 15.8 per cent, they
resolution into 2018. The temporary
multi sports, or sports beyond cricket, were up from INR 3511 cr ($516 million)
solution that FIFA and continental body
have got a certain level of recognition to INR 4065 cr ($616 million).
AFC endorsed was that ISL and the
from a viewer point of view.”
Looking at the highs of 2017, IPL carried struggling to stay afloat I-League would
That movement is reflected on the forward the momentum from 2016 and run simultaneously for the 2017-2018
Ground in the numbers delivered by
soared even higher, both ratings and season.
Football, but with the tenth season of
revenue-wise. India’s Money League
the Indian Premier League having its Staying with Football, what didn’t make
best ever season in terms of revenues mopped up INR 1200 cr+ ($182 million)
money for a second season running
generated for host broadcaster Sony NET in ad sales revenues for Sony
was Premier Futsal, a league that
Pictures Networks and Team India Pictures Network India, compared to
looked to channel money into
playing twice the number of home INR 1020 cr ($150 million) net in 2016.
Football’s short-form format and had
internationals than 2016, Cricket’s
IPL’s 2017 season garnered 411 million international star power simply did not
dominance was more pronounced in
2017 than the prior year. viewers, as per data provided have a convincing tale to tell
by BARC, up from 361 potential partners, it would
Looked at from a big picture
million for IPL 9. seem.
perspective, India’s advertising
investment in 2017 stood at INR 61,263 As for India’s second
cr ($9282 million), growing at below 10 biggest sport by
per cent, due to in some measure to participation and
the drag on the economy caused by attendance, Football
demonetisation in November 2016 and has grown by a massive
the implementation of the Goods and 63.8 per cent.
Services Tax (GST) in July 2017. This was mainly on the
It was a milestone year on the Sports back of the ISL becoming
Sponsorship front, however, as the $1 a 10-team league with
billion mark was breached for the first an 18+-weeks
time. Overall growth in Sports s e a s o n
Sponsorship stood at an impressive 14.1 which
per cent, touching INR 7,300 cr ($1106 saw
million), a solid step up from the INR
6,400 cr ($941 million) garnered in
2016.
While On Ground
Sponsorship
grew from
INR 1165
03
Sporting Nation In The Making V / Indian Sport Steps up its Big Leagues Game
And Premier Futsal was not the only Sponsorship for Pro Kabaddi was The Report examines advertising
franchise based league that failed to sealed by Chinese smartphone major investments in Indian Sport in the
pull in the moolah. Super Boxing Vivo for INR 262 cr ($40 million) for 5 calendar year 2017 from four angles –
League, Super Fight League and Cue years, starting 2017 – at 100 per cent On Ground, Team Sponsorship, Athlete
Slam, all of which made their debuts in incremental value from rights holder Star Endorsement, and Media – while also
2017, had negligible sponsor support in Sports’ previous ask. Clearly, 2017 was noting how franchise revenues
their inaugural seasons. not without challenges. So all the more impacted the overall sponsorship pie. It
There were also leagues on the plus reason to believe that the momentum bears noting that the Sports Industry
side of the earnings lane – Hockey that is/has been building these past few Data provided in this report DOES NOT
India League, Premier Badminton years is an unstoppable force. include: Gate Receipts; Players Fee /
League, Pro Wrestling League, as well Salary; Prize Money; Merchandising;
In Cricket, the force remained with Virat
as newbies Ultimate Table Tennis and Subscription; Sports Goods;
Kohli, who is setting new benchmarks
P1 Powerboat Indian Grand Prix of the Operational Costs. As stated, Sports
and breaking records by the day. Indian
Seas all managed to raise sponsor Sponsorship grew across the board by
Cricket is no more a triumvirate of Kohli,
revenues to varying degrees. an impressive 14.1% in 2017, to INR
MS Dhoni and Sachin Tendulkar. The
7,300 cr ($1106 million), a big jump up
As for Kabaddi, the league marginally Indian captain in all formats is today the
from the INR 6,400 cr ($941 million)
de-grew by 6.6 per cent. The decision Big ONE, standing in a league of his
garnered in 2016, and comparing
by Star India, Pro Kabaddi League’s own with endorsement deals that tote
brilliantly well to the sub 10 per cent
principal owner, to have only one up to more than twice what the other
growth in overall ad spends the Media
extended season and 12 franchises two endorsement titans of Indian sport
Sector as a whole registered in the
competing in 2017 instead of the two pull in. Staying with the money
year to stand at INR 61,263 cr ($9282
seasons that were seen in 2016, as well discourse, and accounting for the
million).
as the fact that in 2016 the Kabaddi challenges that 2017 threw up, net, net,
World Cup was held in Ahmedabad, are the picture certainly looks bright. And And while demonetisation and GST has
the twin reasons why sponsorship while Cricket upped the ante on all hit overall ad expenditure in 2017, the
support for the sport contracted in fronts, Non Cricket made a BIG Sports sector has been able to ride the
absolute terms. statement with the title sponsorship storm more than well. Summing up,
deals that Pro Kabaddi and ISL with ad spending in India touching INR
Overall, Kabaddi generated INR 114 cr negotiated in 2017. All of this forms the 61,263 cr ($9282 million) in 2017, Sports
($17 million), down from INR 122 cr ($18 preamble for the fifth edition of the ESP Sponsorship makes up 11.9 per cent of
million) in 2016. The more pertinent Properties - SportzPower India Sports the overall advertising pie, a step up
news from India’s home grown contact Sponsorship Report. from the 11.5 per cent market share
team sport though, was that Title registered in 2016.
04
Sporting Nation In The Making V / Indian Sport Steps up its Big Leagues Game
SPORTS
INDUSTRY
DATA
1165 2016 (INR CR)
171
2016 (USD MN)
GROUND
SPONSORSHIP 1337
2017 (INR CR)
203
2017 (USD MN)
700
2016 (INR CR)
103
2016 (USD MN)
TEAM
SPONSORSHIP 819
2017 (INR CR)
124
2017 (USD MN)
548
2016 (INR CR)
81
2016 (USD MN)
FRANCHISE 684
2017 (INR CR)
104
2017 (USD MN)
476
2016 (INR CR)
70
2016 (USD MN)
ENDORSEMENT 395
2017 (INR CR)
60
2017 (USD MN)
3511 2016 (INR CR)
516
2016 (USD MN)
MEDIA
SPENDS 4065
2017 (INR CR)
616
2017 (USD MN)
TOTAL
6400 941
2016 (INR CR) 2016 (USD MN)
INDUSTRY
SIZE
7300 1106
2017 (INR CR) 2017 (USD MN)
Source – ESP Properties 2016 Conversion Rate 1$ = INR 68 2017 Conversion Rate 1$ = INR 66
Sports Sponsorship grew by 14.1%
Sports Sponsorship Size 11.9% of AdEx
05
Sporting Nation In The Making V / Data Management Platforms & Sports Marketing: A Ready Opportunity for the Taking
Baldeep Singh
WPP’s Data Alliance,
Country Manager, India
GroupM’s [m]PLATFORM,
Head, Client Development
& Data Partnerships, India
As technological innovation continues to transform the world of sports
advertising, Data Management Platforms (DMPs) present a new,
revenue yielding, opportunity to create fan-based audience segments.
Imagine connecting a single sports fan When we try to find sports fans, our
to the number of games they have ability to seek them is generally out of a
watched, digital content they consume, myopic view. We tend to look for people
place where they reside, organization either on sports publications online,
they work with, online and offline watching TV content, or live in stadia for
transactions, and any other behavior offline activities. However, an average
based on browsing habits—such as sports lover in India consumes other
intent to purchase. The permutations to digital content and that unearths
create consumer segments are untapped advertising opportunities.
endless, and this opportunity currently With the help of DMPs, we can find that
exists. Combined with the ability to an average sports lover also spends
target media via SMS, display, video time on movies, business, and health
through their various devices and related activities. Reaching these users
screens in real time via programmatic during these other moments capitalizes
platforms, we can come to understand on beneficial purchasing power. With
the consumer as a well-rounded the help of polygon geo fencing around
individual. areas of interest, we can then extract
AdID and IDFA from mobile devices for
To give some context, statistical data an immersive and rich in-app
and market research analysis have experience. Finally, to come full circle,
always been used to study athlete we use all this information to reach the
performance and popularity, in order to specific individual while they are
gain a larger share of wallet from brands consuming unrelated content, at the
with reinforcement in form of supporting right moment via an OTA partner—a
facts and figures. While this practice has targeted, personalized approach.
evolved over a longer period, and is
supported by many technological Although there are many Data
advances, the formulae to calculate Management Platforms in market which
monies have not changed much. We allow for the enterprise to manage their
have reached an apex, we are CRM first party data and create
plateauing. We must look to other meaningful audience segments from
avenues for capitalizing untouched, 3rd party data assets available,
valuable data sets: fans and GroupM’s [m]PLATFORM is the only
partnerships. DMP that goes above and beyond by
06
Sporting Nation In The Making V / Data Management Platforms & Sports Marketing: A Ready Opportunity for the Taking
adding ad exposure, transactional mobile survey data and IMRB’s horizontally with these agencies and
activities, media consumption and iProspect data all come together with others like Wunderman and Ogilvy, to
market research data to the equation. countless other attributes to help provide resources and data
[m]PLATFORM allows brands to build identify fans at an individual level and partnerships, build use cases and
more personal and meaningful find other consumers who resemble execute audience insights that help
relationships with sports fans. them. Finally, WPP’s Data Alliance, a drive these types of opportunities.
Additionally, WPP owned Kantar World WPP company that supports the
Panel and TGI, Light Speed Research Group's data business, works
Top digital
behaviours of an
average sports
enthusiast in India:
74%
Health & Fitness
45%
Personal Finance
60%
Society
59%
Travel
These segments open
68%
the umbrella of
opportunities for
targeting and also help
Movies
us understand the
overall persona of a
user. In-turn using these
insights to improve
52%
Business
offline campaigns.
07Sporting Nation In The Making V / Data Management Platforms & Sports Marketing: A Ready Opportunity for the Taking
Consider one last example of how appeal to a key segment, as part of
sponsorship intelligence was the planning process. Without
improved in 2016 by taking surprise there was a match of 40K
segment data and matching it to between the client’s Segment Data
Facebook likes, to plan with Context Data (Facebook
sponsorships for the Olympics. Likes). The ‘likes’ were mined by
WPP was tasked with helping the segment to understand affinities by
client understand how best to page and category.
Relative Top
Music Likes Music v. Sports/Athletes
Sports/Athletes Music
12%
10%
8%
6%
4%
2%
0%
MF AS
“Earlier we only had music genre data, now we can get deeper engagement
with specific artists for commercials and promos.” – Financial Services Client
From the actionable insights sponsorships and/or ad campaigns
mined, it was learned that Athletes/ for Rio 2016. Context highlighted
Sports may not be the right place that all customer segments over
to focus on for content creation. indexed in music vs.
Instead, the focus should shift to Sports/Athletes.
the Top Liked category, Music,
Similarly using a Sport Data
which represented 11% of all likes.
Management Platform can
As a result of this shift, the brand
substantially unearth previously
was able to tell their live-events
unknown facts about Sports
partner the top liked artists per
Audiences and allow for finer
segment to incorporate into
attribution and thereby enabling
promotional planning. In appealing
agencies to build better
to real tastes, the client was eager
communications, dynamic
to understand the tastes of key
campaigns catered to specific
segments to help in researching
audience subsets and lead to
alignment with past Olympics and
higher ROI’s.
specific sports & athletes for
08Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered
The Big Daddy of Indian Sports had much to crow about in the Chinese
Year of the Rooster. Growing at a solid 18.9%, On Ground sponsorship in
Cricket crossed the magic $100 million mark for the first time, closing the
year more than INR 100 crore to the good over what 2016 delivered.
The short answer to how On Ground which is also an ICC Global Sponsor, is
sponsorship shot up to INR 669 crore not included in the calculation as the
($101 million) from INR 563 crore ($83 sponsorship is coming from the UAE.
million) in the previous year is - more One advantage that 2016 had over 2017
home game time. Team India faced in terms of revenue accruals, however,
international teams in 34 games all told in was that there were two more
2017, exactly twice the number of home tournaments in the year - Asia Cup
matches the Boys in Blue played in 2016. (Bangladesh) and Masters Champions
As for India’s Big Money league, there League (UAE). Though neither was held
was no change in IPL Central in India, all the sponsor deals of note
Sponsorship, ergo revenues accrued - were from Indian brands.
at approximately INR 235 crore ($36 Cricket also had two state run franchise
million) - remained unchanged. based leagues that added to the
Among IPL Central Sponsors, there was overall sponsorship pie.
Vivo (Title), Official Partners Vodafone, The second season of the Tamil Nadu
Yes Bank, Maruti and Future Group's Premier League had India Cements
value fashion brand fbb and Ceat as pumping in INR 4 crore ($0.6 million)
Strategic Time-Out Partner. while remaining the title sponsor, as
A point of note is that fbb became an well as Birla Super White, Equitas Bank,
official partner after Snapdeal-owned TechPlay, and Tata Gluco Plus on board
digital payments platform FreeCharge as associate sponsors generating INR
surrendered the final year of its 6.45 crore ($1 million) as central
two-year on-ground IPL sponsorship sponsorship revenue for the N
rights over to the Future Group. Srinivasan-controlled Tamil Nadu
Cricket Association.
The same was the case as far as ICC
Central Sponsorship was concerned. Not too far behind TNPL was the
These include Global Sponsors MRF, Karnataka Premier League, where
Nissan and Oppo, along with Event Karbon Mobiles took title rights for INR
Partner Moneygram, collectively 3 crore ($0.4 million) while Cycle, Vimal,
accounting for approximately INR SBI and Titan pitched in as associate
140-150 crore ($21 - 23 million) that sponsors; pumping in INR 6.3 crore ($1
comes directly from the Indian market. million) in all as central revenues.
It needs noting that Emirates Airlines,
09Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered
From cricket to the two team games state government reclaimed what can due to the fact that the ISL is a much
that offer the immediate next lower now justifiably be called its pride. bigger proposition now, what with JSW
rung of money league propositions in Steel owned Bengaluru FC and TATA
For the purposes of this report,
India - Kabaddi and Football. It was a Steel owned Jamshedpur FC joining its
however, what is relevant is the On
straight swap in terms of monies ranks to make for a ten-team league
Ground sponsor monies that the
mopped up between the country’s from the 2017-2018 season on. Even in
tournament managed to pull in.
home grown team contact sport and terms of run time the ISL is now an 18+
‘National Supporters’ Hero Moto Corp,
the world’s most popular team game. week league as compared to ten
Bank of Baroda, Coal India, NTPC,
weeks in the first three seasons.
It was not just a swap though, but a Dalmia Cements and Byjus collectively
major shift that took place, with Football spent over INR 40 crore ($6 million) on And what of the I-League? Well, it is
surging well ahead of Kabaddi in its On the World Cup. clearly living on borrowed time as far as
Ground game. While Football has its (at least for now) notional status as
As the numbers show,
grown by a massive 63.8% in 2017, the country’s top tier club competition
it was clearly not the
Kabaddi saw a contraction, down 6.6% is concerned.
World Cup that
over 2016.
moved the needle The scheduling change that was made
A significant contributor to the BIG year that resulted in a on account of the U-17 World Cup
that Football was centred of course 63.8% positive swing where the ISL and I-League ran
around India hosting its first FIFA in On Ground concurrently rather than one
tournament - the Under-17 World Cup - sponsorship for following the other as was
which kicked off on 6 October 2017, Football. the case earlier, in
running through till the final on 28 actual fact set the
That honour actually
October at Kolkata’s iconic Salt Lake template on what can
belongs NOT to a
Stadium. be expected going
football property, but to
That the wider public took to the event a brand – Hero
was more than validated in spectator MotoCorp.
numbers. Attendance for this World
After being associated
Cup was a record 1,347,133, surpassing
with the Indian Super
China's 1985 edition where it was
League since its
1,230,976.
inaugural edition as a
And while fan attendance was a title sponsor, the
revelation, what also set records was world's largest
the Mission 11 Million football initiative t w o - w h e e l e r
that the Union government got fully manufacturer
behind, which was aimed towards renewed its lead
taking the game to 12,000 schools in 37 partner positioning
cities across the country. The ball was with ISL for another three
set rolling by then Union Sports years till 2019 at 196 percent
Minister Vijay Goel and president of the incremental value from the previous
All India Football Federation (AIFF) cycle. Not just that, Hero is also the title
Praful Patel at New Delhi’s Nehru sponsor of the I-league, the
Stadium in early February 2017. Federation Cup and lead sponsor
of the Indian national teams to
The state governments of the six cities
boot.
chosen as host venues for the U17
World Cup pulled their weight as well, All told, Hero's financial commitment
leaving a lasting legacy of world class to Indian football stands at upwards of
stadiums in Navi Mumbai, Margao, INR 48 crore ($7 million) a year.
Kochi, Kolkata, Guwahati and New Delhi.
Having said that, at INR 38 crore ($6
None more so than Salt Lake though. million), it is the ISL that makes up the
The West Bengal government spent highest value proposition in Hero’s
more than INR 100 crore ($15 million) in football sponsorship and is a massive
its refurbishment before temporarily increase from the INR 18 crore ($3
handing it over to FIFA’s control for million) the Delhi-based two-wheeler
50-odd days till the World Cup was giant was paying in the earlier cycle.
done and dusted. After the final, the
Hero’s increased outlay is of course
10Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered
forward. Which is that, as is the case Sahi Hai, Manyavar and Gillette as well the Odisha Men's Hockey World
across the world, the different tiers of as official partners Nissin, Royal League Final Bhubaneswar 2017, which
India’s football leagues will run Challenge, RR Kabel and Ultratech, had only Hero MotoCorp as leadership
concurrently. So while much faux hair collectively contributing over INR 62 partner.
splitting may continue on what status crore ($9 million+).
Coming in behind HIL was the third
the I-League has in the current scheme
In terms of sponsorships, therefore, Pro edition of Premier Badminton League.
of things, like it or not the objective
Kabaddi 2017 was clearly up over the Vodafone commenced its association
reality on the ground is that it is the
two editions that were delivered in as title sponsor, Maruti Suzuki was the
second tier league of Indian club
2016. “powered by” partner, Amazon & Bajaj
football.
That it still fell short of the 2016 Electricals associate and Bisleri partner,
On the subject of second tier, that all of which accounted for INR 8.5-9
numbers is because in 2016 there was
Kabaddi dropped in 2017 to no. 3 from crore ($1.3 - 1.4 million) going behind
also the Kabaddi World Cup, which
the second spot it held behind Cricket PBL.
generated approximately INR 20 crore
in 2016 has everything to do with the
($3 million) in sponsorship monies from Interestingly, next in line on the On
reasons detailed above. But Kabaddi’s
Amazon, Patanjali, Syska, Volini as Ground revenues front was NOT the
drop in absolute terms from INR 122
associate sponsors, and Thumbs Up, Pro Wrestling League, into its second
crore ($18 million) to INR 114 crore ($17
Skill India and Nissin as official season, but a powerboat series
million) came in spite of Pro Kabaddi
partners. launched by marathon specialists
controlling stakeholder Star India finally
Moving on from the Top 3 in the On Procam International. The P1
getting a title sponsor on board in Vivo
Ground game to the “best of the rest”, Powerboat, Indian Grand Prix of the
for INR 262 crore ($40 million) for 5
the Distance Running ecosystem Seas, boasting Nexa as title sponsor
years starting 2017.
continues its upward trajectory, and Nautica as official partner raked in
It bears noting that Star India had gone INR 6.5 crore ($1 million).
growing 32% to INR 99 crore ($15
through four editions of Pro Kabaddi
million), up from INR 75 crore ($11 As for PWL, even as governance issues
without a title sponsor as it refused to
million) in the year prior. continue to dog the event, the mass
budge on its asking price of INR 25
The numbers tell their own tale, as Anil support the sport enjoys in North India
crore ($4 million). That when it did finally
Singh, managing director of Procam in particular ensured organizers Pro
sign on a title partner it was at a 100+%
International (one half of the brother Sportify were able to secure sponsor
incremental value from its previous ask
duo that pioneered distance running in buy ins from Patanjali (title), Amul
is quite remarkable.
India) informed SportzPower in a recent (co-sponsor), Essco Bathware,
Of course the more than doubling in the Sunflame, Piccadily and Bisleri
interaction. “Now there are over 800 of
value of title sponsor price came on the (associate sponsors) to the tune of INR
them (timed running events held in
back of Pro Kabaddi adding four new 6 crore ( $1 million).
India annually), which means on an
franchises with big name owners in
average there are more than two taking P1 Powerboat, was not the only
Iquest Enterprises Private Limited (N
place each day,” Singh noted. franchise based league to test Indian
Prasad & Sachin Tendulkar), Adani
As for the Other Sports, it grappled with waters in 2017. Leagues around Table
Wilmar Limited (Adani Group), GMR
negative growth in 2017, dropping from Tennis, Boxing , MMA and Cue Sports
League Games Private Limited (GMR
INR 296 crore ($44 million) to INR 275 all made their respective debuts.
Group) and JSW Sports Private Limited
crore ($42 million). Among the four newbies, it was only
(JSW Group). The bumping up of Pro
Ultimate Table Tennis (promoted by
Kabaddi from an eight-team league to a As was the case in 2016, the main Vita Dani's 11Even Sports Pvt. Ltd) that
12-team one meant PKL 2017 was a 12+ contributor remained the Hockey India could manage a title sponsor in CEAT.
week league playing out 138 matches League, which had Coal India (Title),
compared to 5 weeks and 60 matches Airtel, Hero MotoCorp and Lava Neither Super Boxing League, nor
in the earlier seasons. mobiles as associate sponsors and MMA promotion Super Fight League,
Indian Oil and ONGC as official fronted by British businessman and
All of this also meant more monies
partners, collectively pulling in INR 10-11 sports enthusiast Bill Dosanjh and
coming in from associate sponsors TVS
crore ($1.5-1.7 million). There was also two-time world champion boxer Amir
Tyres, Bajaj Electricals, Mutual Fund
11Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered
Khan, made any money but the There was some good news for Tennis In summation, the On Ground
promoters have vowed to pump in fans though. India’s only ATP 250 sponsorship pie, at INR 1,337 crore
investments to ensure SBL and SFL tournament was assured of staying in ($203 million) grew by a healthy 14.7%
make their mark in coming seasons. the country after Maharashtra in 2017, up from INR 1,165 crore ($171
government stepped in following the million) the previous year.
Mounted on a much smaller scale was
demise of Tamil Nadu state chief
Cue Slam - Indian Cue Masters League, Expect 2018 to only get bigger, not just
minister J Jayalalithaa. Owned by IMG
a cue sports league promoted by on the back of growth from the
and organized by IMG Reliance, the
SportzLive with 5 franchises competing leagues that are now up and running,
annual tournament known till 2017 as
in the inaugural edition. Like in the case but also from new kids on the block
the Chennai Open, had been played in
of SFL and SBL, Cue Slam will also that are debuting in the year –
the Tamil Nadu capital since 1996. But it
need to be “nurtured” over the coming Volleyball being a notable one.
was no secret that the renewal in 2016
seasons if it is to have any hopes of
of the Chennai Open contract for a
“lasting the course”.
further three years, though signed
From no money / some money to no between IMG, IMG-Reliance and the
league. The exit of Mahesh Bhupathi’s Tamil Nadu Tennis Association, was in
International Premier Tennis League operation essentially because
from the scene surprised no one as the Jayalalithaa stood guarantee.
economics were always suspect. The
Jayalalithaa’s passing meant that the
franchise-based league the doubles
tournament had to find another patron
ace first served up in 2014 had a no
or would move out of India, and
show in 2017 with claims of monies
fortunately Maharashtra government
unpaid and no likelihood of a return.
agreed to perform the role of white
Add to that the super successful debut
knight.
of another international team-based
tennis tournament - the Roger Federer
backed Rod laver Cup – was the
proverbial final nail in the coffin for the
IPTL.
12Sporting Nation In The Making V / Football Steps up a Big Notch; Cricket has 50% of the Ground Covered
ON
CRICKET GROUND
563 83 669 101
2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)
Source – ESP Properties
2016 Conversion Rate 1$ = INR 68
2017 Conversion Rate 1$ = INR 66
On ground sponsorship has grown by 14.7%
FOOTBALL India Cricket has grown by 18.9% as India
played more matches in 2017
110 16 179 27
2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)
Football has grown by 63.8%.
- FIFA Under 17 World Cup was successfully
held with 6 Indian Sponsors
- Hero MotoCorp renewed ISL Title
Sponsorship at 196% incremental value
KABBADI from previous year
While the other sports saw a decline due
122 18 114 17
2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)
to No Olympics and IPTL in 2017; new
leagues like the UTT, SBL, SFL, Cue Slam,
Power Boating contributed to overall growth
MARATHON
75 11 99
2016 (INR CR) 2016 (USD MN) 2017 (INR CR)
152017 (USD MN)
OTHER SPORTS
296 44 275 42
2016 (INR CR) 2016 (USD MN) 2017 (INR CR) 2017 (USD MN)
TOTAL
203 2017 (USD MN)
1337 2017 (INR CR)
171 2016 (USD MN)
1165 2016 (INR CR)
13Leagues
Indian Premier Pro Kabbadi
League
Social
Conversation 2,224,905 316,198
Search 398,268,425 42,187,775
Facebook 20,639,654 1,500,000
Twitter 5,380,000 241,000
Instagram 1,500,000 80,600
TVR 2.7 1.5
Reach 411,083,000 312,679,000
Indian Super Premier Badminton
League League
Social
Conversation 475,372 47,986
Search 19,861,425 2,212,550
Facebook 4,200,000 1,040,000
Twitter 649,000 34,300
Instagram 326,000 14,500
TVR 0.3 0.0
Reach 158,866,000 35,027,000
Source – GroupM Source for TVR and Reach - BARC
ISL data is till 31st Jan 2018 TG: 2+, All NCCS, All India
12x jump seen in monthly social conversations volumes for Top 4 Sports Leagues during season; PBL being the highest
at 18x and ISL related social conversations are the lowest gainers at 4x
While IPL & PBL search volumes peak in the start months of the league, PKL & ISL peaks around the middle in terms of
search volumes
22x jump seen in monthly search volumes for Top 4 Sports Leagues during season; IPL being the highest at 33x and
PKL is at the lower rung in during season search volume gains at 17x
14Sporting Nation In The Making V / Analytics takes Midfield in Sports
The past decade in sports has witnessed an evolutionary shift
towards leveraging analytics to deliver excellence in
performance in almost all games and fitness activities. Power
and fitness have been the core drivers of this change. Sandeep Pandey
Chief Product & Strategy Officer,
Technology, sophisticated data analytics and machine learning Wavemaker South Asia
algorithms have accelerated this trend at an exponential pace.
You name a sport and we see
cutting-edge analytics deployed at its
best:
Cricket: NFL/NBA: Olympics:
Average high scores are increasing Player selection, on-ground team Michael Phelps, the most
every season – it’s all analytics, dynamics to improve individual player decorated Olympian of all times
whether getting the right customized performance and overall team scores (28 medals), how does he do it
gear to help the impaired cricket by addressing their weakness. Should every time and yet again after
legends to play and yet break their you improve your jump shot or not – every 4 years? He is one of the top
existing records again. Or analyze the such scenarios are now simulated with athletes of the world, who has
bowler’s hand movement and simulate opponent team player dynamics (in/out reached the elite level where
the action to practice for better member kinematics) to help the players every movement of his is
performance. practice with real time challenges. measured and analyzed by
performance trainers. A dedicated
Tennis: analytics team deploy video
Formula One: analytics and simulat possibilities
The most significant innovations in the to perfect his streamline posture
design of racquets with the shift from Analyzing petabytes of data produced using body ratio (legs compared to
wooden to graphite and composite in a single Formula One championship torso size), kick angle, etc. – these
material have seen the drift in game weekend is one of the major tools generate 100s MB of
strategy from the days of Ashe to the investments for the research teams to physiological data everyday
era of Roger Federer and Serena better their machine efficiency and tracking heart rate, heart rate
Williams. Did it ever occur to you that performance, which helps them win by variability, skin conductivity,
the fashion/aesthetics shift in attire from nanoseconds every season. ambient temperature,
tight shorts to long baggy shorts was accelerometry, etc. to design
proven mathematically to drive training and recovery sessions.
controlled movement assisted by loose
fitting kit? Interesting!!
15Sporting Nation In The Making V / Analytics takes Midfield in Sports
The amount of dedication, time, And the worst nightmare of the
investment and reward associated with marketers, which team to sponsor?
sports today is immense. Whether it’s Which match to be on? We at
the players, coaches, managers, team WaveMaker took a stab at making it
owners, all have realized the easy for their clients. Let’s leash the
importance of hawk-eyed observation, data and see what the new team
analysis and evaluating individual composition entails. Analyze historical
player sport skills to improve their edge player performance (past 10 IPL season
on the game. Data is fascinating, its data), inherent fan following, and live
impressive the amount of information game dynamics is an attempt to get as
they have access to, through wearable much accurate reach as possible
devices, drone cameras, IoTs- tracking scientifically/statistically.
every on-field movement,
We have built models that tested it for
hand/wrist/leg movement, etc.
the last five seasons, from previous to
Sports analytics excites its audience the next and we could predict the
and users in whichever form used or reach for 25% of the IPL matches at
deployed. From the basic presentation 95% accuracy, and 90% of the matches
skills resulting in new interesting metric in more than 80% accuracy. We built
designed by the broadcasters, to multilevel ensemble models to predict
engage and excite the audience for the the static fan following for each of the 8
upcoming match teams e.g. the teams individually and the dynamic
heatometer by Star Sports channel to factor for each of the two teams playing
define the match excitement index for – 56 matches (including player
the teams playing is innovative. performance, bowler impact, field/pitch
– home away stadium, pitch type,
The amount of money involved in
weather effect, reach by day and night
today’s sporting activities from
time) to get it right to the second
marketers to betting (legal/illegal) has
decimal point.
raised the demand for forecasters
more than ever. It’s the precision of A highly competitive sports arena has
their forecast of how the IPL team will made it a necessity to use the most
perform on a Sunday night match in advanced analytical techniques for
humid summer evening in the city of deeper insights to perfect that one
Mumbai that makes them “Wanted”. shot/stroke/hand movement of the
players to have the highest level of
It all starts from the beginning of the
control on every move the athlete
season, team selection – do I have the
makes. Those who bring it to use are
right mix? Oops! this was my star
the ones who prove it again and make
performer last season picked up by
the new records. Match outcome is not
KKR this year, who should I replace this
easy to predict, since there are so
loss with? Are we spending the right
many moving variables in any live
amount for this spinner? And yes,
sport. We deploy highly advanced
analytics helps you make this decision,
machine learning algorithms to
a much “informed one”. Moneyball was
minimize the error at each level to get it
all about this, and decision makers are
close.
making use of the most sophisticated
algorithms to analyze the player’s past Leverage sports analytics, make it a
performance before getting them on reality. Convert your weakness to
board. strength, every notch you improve
takes you closer to success. It is not by
What are the odds? We played as a
chance but you master it, to do it every
team until the last season, we are
time henceforth.
playing against them this season. What
should be my strategy? What should be
my playing order? How do I improve
my team performance to turn the game
to my favor?
16Sporting Nation In The Making V / New Franchises, Leagues make for a Healthy Brew
In a year where the aftershocks of demonetisation were still being felt,
and the rollout of GST was a drag on the overall economy, came five
new franchise based leagues. It was also a year when two established
leagues added new teams to their respective rosters. And one that saw
the unfortunate but much-expected demise of an existing league.
This, however, was not the "You must Johri, who saw the high bids as proof of
be kidding me" moment of 2017. That the “strength of Indian cricket and the
moment was provided by Oppo opportunity that BCCI provides to
Mobiles, when the Board of Control for companies”.
Cricket in India (BCCI) announced that
While on the topic of strength, in
the Chinese smartphone firm had made
significant part due to the Oppo deal,
the highest bid ever for Team India
as too the fact that India played more
sponsorship. Oppo's winning bid
international home fixtures (34), Cricket
worked out to INR 1,079 crore ($163.48
Team Sponsorship was up by 20.6% in
million) over five years or INR 4.61 crore
2017 - from INR 429 crore ($63 million)
($0.70 million) per bilateral match and
to INR 518 crore ($78 million).
INR 1.56 crore ($0.24 million) for an ICC
tournament match that Team India plays The story was even brighter for the
between April 1 2017 and March 31 country’s second biggest game by
2022. Incidentally, BCCI’s reserve price participation. Football saw a massive
was INR 538 crore ($81.52 million). expansion in Team Sponsorship
numbers to the tune of 41.84%. The
For some context, Oppo’s bid was 2.4
uptake, from INR 98 crore ($14 million)
times what previous sponsor Star India
in 2016 to INR 139 crore ($21 million),
had paid (INR 203 crore, $30.76 million)
came on the back of the Indian Super
over the three years it held the rights (at
League adding two more franchises to
INR 1.92 crore ($0.29 million) per
become a ten-team league. The other
bilateral match / INR 0.61 crore ($0.09
key factor in the upswing was the raft of
million)per ICC match).
international deals that a number of
That the only other player in the race Indian brands entered into with Premier
was sister smartphone brand Vivo (both League clubs.
are subsidiaries of BBK Electronics
Looking at just the ISL, Team
Corp), with a INR 768 crore ($116.36
Sponsorship has gone up by 22% due
million) offer, would certainly have been
to two additional teams and more
a pain point for the Oppo strategy team.
games (total 95).
Not so for BCCI chief executive Rahul
17
05Sporting Nation In The Making V / New Franchises, Leagues make for a Healthy Brew
The international deals that Indian by a 12-team league in one season, it is Tennis at INR 2.5-3 crore ($0.38-0.46
brands struck with English clubs tote up INR 60-65 crore ($9.09-9.85 million) as million) per franchise; followed by
to INR 75-80 crore ($11.36 - 12.12 against INR 40-42 crore ($6.06-6.36 Super Boxing League and Super Fight
million) all told, the notable ones being: million). League (INR 2 crore, $0.31 million); with
HCL continued its association with All taken together therefore, Team Cue Slam bringing up the rear at INR
Manchester United Sponsorship registered a healthy 17.1% 1-1.5 crore ($0.15-0.23 million) per team.
Wipro continued its association with growth, from INR 700 crore ($103 In the year, what is again noteworthy is
Chelsea million) to INR 819 crore ($124 million). that the BCCI waived off the franchise
The news was even more heartening fee commitments of the suspended
Apollo continued its association with
on the Franchise Fees front, growing at Chennai Super Kings and Rajasthan
Manchester United and signed with
24.8% from INR 548 crore ($81 million) Royals till their return to the IPL in 2018.
Crystal Palace also
to INR 684 crore ($104 million). CSK and RR’s “temporary”
MRF signed up with West Bromwich replacements Rising Pune Supergiant
Albion, Newcastle United, and West And here, all the upside came from and Gujarat Lions paid INR 16 crore
Ham United developments on the Other Sports ($2.42 million) and INR 10 crore ($1.51
arena, as Cricket remained unchanged million) respectively to the BCCI. But
Gulf Oil signed with Manchester
at INR 337 crore ($51.66 million). they also forfeited INR 40 crore each
United
And what an upside! Growth in from the central pool payable to
Coming to Other Sports, despite the franchises. These amounts have been
Franchise Fees was at a massive
addition of five new leagues and the accounted for in ground sponsorships.
64.45%; from INR 211 crore ($31 million)
expansion of ProKabaddi from an
to INR 347 crore ($53 million). The As for the Tamil Nadu Premier League,
eight-franchise proposition to a
largest chunk of course came from the its eight franchises collectively paid the
12-team entity, it still witnessed a
addition of two new franchises to the N Srinivasan controlled Tamil Nadu
contraction from INR 172 crore ($26.37
ISL, each bringing in INR 15 crore ($2.3 Cricket Association around INR 33
million) in 2016 to INR 163 crore ($25
million). crore ($5 million).
million). The two reasons being the
return of PKL from a two-season As for the four new teams added in All told a positive year on the Team
experiment back to a traditional one PKL, each brought in approximately INR Sponsorship and Franchise Fees front.
season property and the exit of 6-8 crore ($0.91-1.21 million). And with a new volleyball league
Mahesh Bhupathi’s International Of the five new leagues on the block, expected to launch mid-year, it will
Premier Tennis League from the scene. P1 Powerboat Indian Grand Prix of the hopefully cover for the exit of P1
Comparing the Team Sponsorship Seas had the highest franchise fees at Powerboat, which will not be making a
revenues generated from two seasons INR 3-3.5 crore ($0.45 - 0.53 million) return after its inaugural season.
by an eight-team PKL versus earnings per team; then was Ultimate Table
18Sporting Nation In The Making V / New Franchises, Leagues make for a Healthy Brew
TEAM
SPONSORSHIP & FRANCHISE FEE
429 CRICKET
TEAM SPONSORSHIP
98 FOOTBALL
63 CRICKET
172 OTHER SPORTS
14 FOOTBALL
2016 518 CRICKET
(INR CR) 25 OTHER SPORTS
139 FOOTBALL
700
2016
(USD MN) 163 OTHER SPORTS 78 CRICKET
21 FOOTBALL
103 2017
(INR CR)
25 OTHER SPORTS
819 2017
(USD MN)
124
337 CRICKET FRANCHISE
2016
211 OTHER SPORTS
(INR CR) 50 CRICKET
31 OTHER SPORTS
548
2016
(USD MN) 337 CRICKET
347 OTHER SPORTS
81 2017
(INR CR) 51 CRICKET
53 OTHER SPORTS
Source – ESP Properties
2016 Conversion Rate 1$ = INR 68
2017 Conversion Rate 1$ = INR 66
684 2017
(USD MN)
Team Sponsorship has grown by 17.1%
104
- Oppo secured Team India Sponsorship at INR 1079 Cr (April 2017 to March 2022).
117% incremental value from previous deal resulting in 20.6% growth in Cricket
Team Sponsorship
- Football Team Sponsorship has grown by 41.4%.
ISL Team Sponsorship grew by 22% as the number of matches has gone up
International Football Club Sponsorship is growing rapidly
Franchise Fee has grown by 24.8%
- 4 New Teams added in PKL and 2 New Teams added in ISL
- Emergence of UTT, SBL, SFL, Cue Slam, P1 added to the overall Franchise Fee Pie
19IPL
Franchise
Mumbai Kolkata Knight Royal Challengers Sunrisers
Indians Riders Bangalore Hyderabad
Social 651,182 448,201 326,000 196,629
Conversation
Search 19,446,950 8,856,900 15,748,125 7,048,900
Facebook 12,000,000 15,000,000 9,000,000 5,700,000
Twitter 4,300,000 3,690,000 2,750,000 1,690,000
Instagram 1,500,000 469,000 1,400,000 382,400
TVR 3.2 2.8 2.8 2.5
Reach 270,000,000 256,000,000 249,000,000 246,000,000
Kings XI Delhi Rising Pune Gujarat
Punjab Daredevils Supergiant Lions
Social 122,636 37,098 218,804 133,705
Conversation
Search 3,464,925 4,314,225 6,007,825 6,573,175
Facebook 8,400,000 4,500,000 17,00,000 11,20,690
Twitter 1,640,000 1,060,000 2,98,000 2,66,000
Instagram 501,900 307,100 2,81,000 2,69,000
TVR 2.5 1.5 2.8 2.5
Reach 245,000,000 250,000,000 256,000,000 249,000,000
Source – GroupM Source for TVR and Reach - BARC
TG: 2+, All NCCS, All India
In terms of average monthly social conversations, Mumbai Indians, Kolkata Knight Riders and Royal Challengers
Bangalore are several notches above the rest of the IPL franchises. Delhi Daredevils’ average monthly social
conversations, is 1/18th of that of Mumbai Indians
Monthly social conversations for IPL teams starts picking up from February, peaks in April and wanes out by July
In terms of average monthly search volumes, Mumbai Indians and Royal Challengers Bangalore are head and
shoulders above the rest of the IPL franchises. KXIP’s average monthly search volumes, lowest of the lot, is 1/6th of
that of Mumbai Indians
Monthly search volumes for IPL teams starts picking up from February, peaks in April and wanes out by June
20ISL
Franchise
Bengaluru FC Kerala Blasters Chennaiyin FC ATK
Social
Conversation 79,684 70,968 54,216 53,344
Search 959,925 350,200 1,101,025 1,161,600
Facebook 320,000 1,900,000 456,000 1,100,000
Twitter 277,000 1,790,000 787,000 496,000
Instagram 622,000 412,000 112,000 115,000
TVR 0.3 0.6 0.3 0.5
Reach 55,000,000 61,000,000 62,000,000 57,000,000
FC Goa Pune City Mumbai City Delhi Dynamos
Social
Conversation 31,678 28,109 26,336 19,275
Search 779,050 508,475 415,275 61,575
Facebook 457,000 912,000 584,000 654,000
Twitter 307,000 134,000 150,000 113,000
Instagram 116,000 66,500 66,000 47,500
TVR 0.3 0.3 0.4 0.3
Reach 55,000,000 61,000,000 61,000,000 49,000,000
Source – GroupM Source for TVR and Reach - BARC
Jamshedpur FC NorthEast United FC TG: 2+, All NCCS, All India
Social Monthly social conversations for ISL teams is at the
Conversation 16,732 16,711 lowest only in February and March 2017. Monthly social
conversations for ISL franchises picked up in July and
Search 46,500 321,675 grew exponentially in November and December
Leaving the youngest team – Jamshedpur FC out,
Facebook 65,207 319,000 Atletico de Kolkata, Chennaiyin FC, Bengaluru FC and
FC Goa are the most searched ISL franchises as per
Twitter 6,954 418,000 average monthly volumes. Delhi Dynamos FC’s
average monthly search volumes, lowest of the lot,
Instagram 20,600 73,900 it is 1/19th of that of Atletico de Kolkata
Except for April’17 which was an anomaly, monthly
TVR 0.4 0.4 average search volumes for ISL franchises picked up
in July, grew exponentially in November and peaked
Reach 60,000,000 51,000,000 in December
21PKL
Franchise
Patna Tamil Gujarat Bengal
Pirates Thalaivas Fortunegiants Warriors
Social Conversation 50,992 45,404 67,282 27,990
Search 1,193,725 372,750 27,700 700,475
Facebook 692,000 272,000 273,000 742,000
Twitter 452,000 24,700 10,900 60,800
Instagram 62,400 25,600 20,500 28,700
TVR 1.6 1.4 1.6 1.4
Reach 186,000,000 159,000,000 184,000,000 168,000,000
Puneri Jaipur Bengaluru Telugu
Paltan Pink Panthers Bulls Titans
Social Conversation 24,631 23,045 17,443 17,584
Search 332,475 1,141,200 833,200 1,927,200
Facebook 95 0 807,000 750,000 534,000
Twitter 95,700 107,000 136,000 125,000
Instagram 42,800 42,200 45,100 31,900
TVR 1.4 1.4 1.5 1.8
Reach 170,000,000 171,000,000 162,000,000 174,000,000
Dabang Haryana
Delhi K.C. Steelers U Mumba U.P. Yoddha
Social Conversation 15,004 14,916 24,529 15,335
Search 197,725 0 767,500 0
Facebook 1,100,000 358,000 1,050,000 231,000
Twitter 43,500 11,000 114,000 9,832
Instagram 24,600 24,500 66,700 8,785
TVR 1.3 1.4 1.5 1.5
Reach 152,000,000 163,000,000 166,000,000 167,000,000
Source – GroupM Source for TVR and Reach - BARC
While monthly search volumes for PKL franchises saw a 4x jump during season TG: 2+, All NCCS, All India
compared to off-season, the conversations jumped a whooping 22x during season over the rest of the year
Gujarat Fortunegiants had polarity of sorts. While their average monthly search volumes were the lowest owing to being one of
the youngest team in PKL 2017, their average monthly social conversations was the highest courtesy their on-field performance
On social media conversations, 2015 season champion U Mumba couldn’t generate enough chatter on social media
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