Regardless of the pandemic-related challenges, manufacturers have proven sturdy curiosity in associating with the upcoming Tokyo Olympic Video games and backing the Indian contingent in addition to particular person athletes with sponsorship offers.
After a delay of practically an 12 months, the Olympic Video games Tokyo 2020 are slated to kickstart on July 23.
Sponsors roped in
The official broadcaster, Sony Photos Sports activities Community, has roped in a slew of sponsors for the reside telecast.
Whereas Coca-Cola, Hero Motocorp, Amul, JSW and Cell Premier League (MPL) have come on board as co-presenting sponsors, Affiliation of Mutual Funds in India, RBI, Visa, Lenovo, Byju’s and Herbalife Diet have signed up because the affiliate sponsors. Manufacturers are anticipated to shell out ₹4 crore to ₹8 crore, relying on the bundle they decide up.
Rohit Gupta, Chief Income Officer, Advert Gross sales & Worldwide Enterprise, Sony Photos Networks India, mentioned: “Over the previous few years, now we have seen a giant surge in advertisers spending cash on non-cricketing sports activities.
The engagement ranges on sporting occasions are very excessive, particularly in relation to the youth aged 18-28 years. Manufacturers wish to be related to prestigious international sporting occasions and, therefore, their curiosity ranges has been excellent.”
Indian viewers will be capable of watch the Olympics motion on Sony SIX, Sony TEN 2, Sony TEN 3 and Sony TEN 4 channels.
Manufacturers reminiscent of Edelweiss, Herbalife Diet, Inox Group, Amul, Nippon Paint, JSW, and SRL Diagnostics, amongst others, are backing the 228-strong Indian contingent by inking sponsorship offers with the Indian Olympic Affiliation.
’To advertise sports activities’
Neerav Tomar, MD & CEO, IOS Sports activities & Leisure, which is the official advertising and marketing company of IOA, mentioned: “There was a powerful curiosity seen from sponsors, which has surpassed the degrees, seen throughout Rio Olympics. Regardless of the challenges because of the second wave of the pandemic, 9 manufacturers have already signed offers with IOA to return on board as sponsors for the Indian contingent.
“The target behind our affiliation with IOA is to develop and promote sports activities throughout India, be it bodily or digital.”
“We wish to leverage the upcoming Olympics as a car to lift consciousness concerning the many athletes who’ve achieved vital,” mentioned Sai Srinivas, Trustee, MPL Sports activities Basis.
S Ganeshkumar, COO, Raymond Life-style Enterprise, the official model accomplice for IOA, acknowledged that youthful shoppers now have an curiosity in a various set of sports activities past cricket. “The opposite sports activities are actually gaining grounds and pulling advertisers, particularly if the sporting occasion is linked to the nationwide delight and patriotism,” he added.
Many manufacturers reminiscent of Thums Up have additionally inked strategic particular person sponsorship offers with athletes.
Mustafa Ghouse, CEO, JSW Sports activities, mentioned: “Curiously, it’s not simply the medal prospects or the large names that manufacturers wish to be linked with. The unheralded Indian athletes who’ve made the reduce in not-so-mainstream disciplines, too, have been getting consideration from manufacturers who wish to be related to their tales. That mentioned, there’s a very small variety of athletes who can be on par with cricketers in relation to commanding cash.”
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