While many question the rationality of hosting the Commonwealth Games in Delhi, considering the enormous expenditure involved, sports marketing is set to benefit from the games. Up until recently, the only sport which has any selling power was cricketers, and likewise cricketers were in demand. Almost every brand worth its salt signed up cricketers. With the exception of few like Paes, Bhupati and V. Anand, cricketers have dominated the sports marketing business in India.
After India lost the cricket world cup, companies have realised that signing cricketers is a risky gamble, as their appeal is directly linked to their performance on field and the visibility they have among the others playing. This has lead to companies looking at other sports to diversify their risk. This has lead to the growth in the popularity of people like Pankaj Advani, the slew of chess players, Narain Kartikeyan and others. Along with this television channels have also started actively promoting various other spots like football, tennis and formula 1.
The future definitely look as the hold cricket has over the Indian sports fan is set to decrease as more options are available to him. Companies will look to have a diversified portfolio of sportspersons as ambassadors rather than hinging their fortunes on one sport or the film industry alone.
After India lost the cricket world cup, companies have realised that signing cricketers is a risky gamble, as their appeal is directly linked to their performance on field and the visibility they have among the others playing. This has lead to companies looking at other sports to diversify their risk. This has lead to the growth in the popularity of people like Pankaj Advani, the slew of chess players, Narain Kartikeyan and others. Along with this television channels have also started actively promoting various other spots like football, tennis and formula 1.
The future definitely look as the hold cricket has over the Indian sports fan is set to decrease as more options are available to him. Companies will look to have a diversified portfolio of sportspersons as ambassadors rather than hinging their fortunes on one sport or the film industry alone.
