
IPL cricket has promised big financial rewards to players and big exposure and brand-building opportunities for sponsors, but the large agencies in India are struggling to make it work for them. An article in the Business Standard, reports that IPL moving to South Africa will make it even harder for Indian based sports marketing companies to survive.
Ogilvy Sports downed shutters last December 2008.
“Ogilvy Sports was a part of Ogilvy Action (brand activation arm). Making it a specialised, separate entity was just an experiment. To be frank, it never existed and is not existing. There were only two-three people working in it, who have quit,” : Sanjay Thapar, group president, north and east, Ogilvy & Mather.
Anand Yalvigi, general manager, Havas Sports (a division of MPG India), however has a different perspective.
“It depends on how unique and viable is your sports marketing solution. For us, the growth has been quite good, thanks to IPL, where we have been able to generate huge sponsorships for one of the franchisees.” He refused to disclose the name of the team, saying that it would be announced soon.
Mahesh Ranka, general manager-India, Relay Worldwide, Starcom MediaVest Group’s sports marketing arm:
“Stakeholders are not professional. In India, 85 per cent of the sports property is cricket, and a little bit comes from golf, tennis and badminton. There are not enough heroes (excluding cricketers). Consider the case of Abhinav Bindra. He remained in the media for a couple of months but is seen nowhere today.”
“For sports marketing to flourish, it needs sports to be successful, which is not happening. Sports infrastructure is lacking. It’s only cricket that is working. Administrators blame it on the lack of sponsorship. But even if sports get sponsorships, one can’t make stadiums from that money,”