How it Works – Page 260

Ad spends dip as startups slash marketing budgets

Unlike established brands and industries, startups cannot afford to stop investing in brand building and sales either. (Representational image via Unsplash)

Winter in the startup category is also freezing advertising expenditure (AdEx) and marketing budgets. This is in sharp contrast to 2021, when startups contributed around 11 percent to the overall AdEx of around Rs74,000 crore as per industry estimates.

Advantages of Sponsorship – Where there is a bill there is a pay

Sport reaches the right people. In particular, it is an efficient way of reaching young, affluent, upmarket men, elusive to conventional advertising. (Representative Image via Unsplash)

In sponsorship, it is not what you have, it is what you do with it that makes the difference.

Trends to watch for in sports marketing for a modern marketer

With the rise of more sportswomen, we will see more support from brands towards women in sports and the sports for women. (Representative Image via @ Unsplash)

Not all the possibilities that are opening in sports marketing are becoming mainstream. A list of 10 sports marketing trends to an keep an eye on right now.

Is Sports pushing Bollywood out of the marketing spotlight?

Recent FICCI report says that the Indian sports segment grew 62 percent in 2021, exceeding pre COVID-19 levels, and television garnered 84 percent of media spends on sports. Still from CRED’s ad.

Both new-age and legacy brands are now using cricket and other emerging sports as their preferred marketing tool. Bollywood may not be out of the picture, but sports has certainly upped its game.

Should brands dissociate with influencers who promote toxic content?

Influencer marketing, if done right, is highly rewarding in terms of consumer connect and brand building but it can cause severe damage to brands if it is not well planned and thought through in terms of influencer selection and promotions. (Representational Image via Unsplash)

The stakes are high for brands, not just because of the money being invested in influencer activities but also because social media backlash can be severely damaging for a brand’s reputation once things go wrong.

Addressing Sustainability in Sports: Emergence of Smart Stadiums

Some of the brands that have decided to stay on include Dream11, boAt and Acko. (Representational Image via Unsplash)

A single cricket match releases about 10,000 tonnes of carbon dioxide. The task at hand is to create awareness about the environmental cost of sports events and find solutions.

Why India needs an Indian Idol-esque platform to hunt for talented runners

India’s performance in track and field has been dismal and the picture is far more grim and grey when it comes to “running”. (Representational Image via Unsplash)

Till we put a stop to considering “running” as a fitness entertainment and start seeing it as a professional sport, nothing will change.

Why are startups betting big on sports marketing?

With two new teams (Gujarat Titans and Lucknow SuperGiants) getting bought last year at a combined staggering value of $1.6 billion, the average price tag of a team has seen a 16-fold jump from its inception. These two factors were instrumental in boosting the valuation of IPL to become a Decacorn and the second largest sporting league (on a per match basis from broadcasting fees) globally. (Representative Image via Unsplash)

Current sporting events in India are more than mere competitive events; they are more carnivalesque extravaganzas with viewers celebrating a common cause – entertainment.

How Usha International is nurturing sports culture in India

Usha International is the first brand in India to promote Ultimate, originally known as Ultimate Frisbee, a non-contact team game played with a flying disc.

Komal Mehra, head, sports initiatives and associations, Usha International, on how the brand is encouraging indigenous sports in the deepest pockets of India, breaking gender barriers through sports, and more.

Why e-sports and gaming firms went on an IPL marketing overdrive

As per a February 2022 Deloitte report, the Indian fantasy sports industry base alone grew by over 20 lakh users between May 2021 and June 2021, and this growth can be linked to Phase 1 of IPL that year. (Representative Image via Unsplash)

In a bid to enhance user base and traffic, gaming and esports companies have pumped in a sizable chunk of their annual ad budget into IPL 2022. The companies expect at least 20-30% rise in user base this IPL season.