It all started long back. Football was slated to be the next big thing post Cricket. Link it to the rising urban population, the popularity (and following) of clubs like Mohun Bagan, Salgaonkars etc – or just the fact that India’s 1.2Bn population was embracing new sports. Suddenly the sports section was covering Olympics, editors who always had their hands full with cricket were talking alternate sports – and above all – the audience was reading (or better said “engaging”).
Reputed EPL teams have already spoken about how Indian audience is growing the fan base in Asia Pacific for them. Hence, a perfect backdrop to a commercial viable format – with international player glitz – was framed and hence came Indian Super League.
The Star Power :
Sachin Tendulkar (Kochi), Ranbir Kapoor (Mumbai), Saurav Ganguly (Kolkata), John Abraham (Guwahati), Virat Kohli (Goa) and the latest being Mahendra Singh Dhoni (Chennai).
The power of telecast :
Sponsorship dollars somehow link back to the impact created – which in turn links to the audience engaged in the content. That’s where the aspect of the telecast partner comes into play. Now a telecast partner values content – hence with Star Sports coming on board as the equity partner in ISL , the stage was set. (Psst : However the same channel was on board for Pro Kabaddi and IBL – where the sponsor interest was far from adequate – in the first season)
Marketing, Digital and pre-event engagement :
With stars coming on board – not as mere faces but as equity participants – a fantastic promo was launched just days back.
The twitter following is steadily rising. The current stats (07 Oct, 11 am) are
Lets talk sponsorships
Who would be the target audience – Who would it be good for ? Will that be everyone ?
We have heard numerous data points about 60+% of Indian consumer below the age of 27 etc – which suddenly gives a massive upswing for association. The content is rich and the association rub-off is fantastic ; if any of the associations of EPL are to be believed, the payoffs in terms of ROI are phenomenal.
So why are sponsors wary ?
Brands have been vary – like everytime. It’s a new format and doesn’t come cheap. The costs of association are broadly 60-70% of comparable content in IPL which has attained a behemoth stature and proportion in sponsors mind. Hence sponsors are wary – very wary. It’s a long term investment, and what IPL has taught us is that short term associations don’t really pay-off (also read our article here and here)
According to GOAL magazine’s latest article, “Sponsorship deals with regards to the tournament are struggling to be tied up, primarily because IMG-Reliance are unwilling to negotiate the Rs.8 crore and Rs.10 crore premium rate it has established for associate sponsorships.” IMG and Star executives have admitted that sponsor attention is high but costing has been a deterrant – but names would be announced soon.
Brands that have been in discussions (per multiple reports available online) for closing the deals are Muthoot, Coca Cola, Puma etc
Lets talk numbers.
At the central level, Indian Super League is commanding 8-10 Cr for an associate sponsorship. According to reports, advertising on the front of the jersey will take upto Rupees 5 Cr, while back of the jersey will command close to Rupees 3 Cr. The sleeves are expected to rake in Rupees 1 – 1.15 Cr.
After seeing a great season with IPL deals, Onspon.com has seen tremendous interest in ISL and has been engaging in discussions. We believe in the power of this platform to engage with the younger generation – and to establish a bond with audience. We also believe that these conversations need to be structured well in terms of deliverables – both on-ground and on-air. We believe that brand clutter maybe a deterrant – but with an effective engagement model and tighter (?) commercials – this would be a great deal. So #LETSFOOTBALL
About the author : Hitesh Gossain is the founder CEO of onspon.com which has established itself as India’s biggest sponsorship aggregation platform which helps the right avenues meet the right sponsors online. He extensively interacts with multiple intellectual property owners and takes multiple courses on experiential marketing, sports management and celebrity management in premier Institutions. Visit www.onspon.com to know more.
Everything Tech - thats how Sharad pens his profile. He has designed Tech products, developed them, built tech teams, and also sold tech products as part of multi-million dollar Enterprise Solutions. He is currently the CTO of Onspon which is India's biggest event marketplace that aims to help event professionals create fantastic events and monetize them. Onspon helps event managers in getting sponsorships, selling stalls, partnering with great vendors and plan their event better. With partnerships like eventonapp, Onspon also uses mobile first platforms (event apps) to create fantastic opportunities for events to engage their audience and sponsors.
Sharad is an industry speaker on event trends and engaging user behaviour in communities and is a part of multiple leadership forums. An avid reader, book critic and writer, he currently lives in Mumbai.
The platform your event should be on, its Onspon.com !
Onspon provides industry best , easy-to-use and showcase event platform which helps you find and partner with stakeholders to discover and exchange synergies to create fabulous events.
Create your event , showcase your company background, create powerful event decks, integrate your community and event app - all in one super charged dashboard. We aim to integrate all your ticketing, registration, event hiring solutions, celebrity sourcing, venue search, social media analytics - all in one simple to use dashboard.
We help organizations plan and market events, find sponsors, execute on ground, engage with attendees and measure results - all through just one simple listing.
So next time when someone asks you to “send your event profile”, just share your event’s Onspon URL - its your event’s beautiful showcase.
The power packed URL :
Showcases your event to the world
Increases visibility of your event with our power packed SEO