Cricket pushes Indians like virtually no other sport. The truth is with 1.2 billion people with an average age of 24 years, it is actually with out a doubt proving itself to be the most significant marketplaces for the sport.
The cricket mania and also the compassionate following to the sport have pulled in many marketers to engage this consumer.
For example, based on newspaper reports of PepsiCo’s bid of apparently INR 397 crore (US$ 73 million) for the title sponsorship for the recently-started Indian Premium League (IPL) for five years is one such example of the kind of investments companies are making in the business of cricket.
It is also most likely the largest investment PepsiCo has made in India in the game.
The undeniable fact that Indian sports TV broadcasting segment is massively dominated by cricket, contributing 85-90 per cent of the total TV sports advertising revenues speaks a lot of about the segment.
The near future for the sport looks equally exciting and formats like the Indian Premier Leagure (IPL) have only opened new avenues for marketers to win over the Indian consumer.
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