THERE’S NO DENYING THAT India has always been a cricket-loving nation. But for the past few years, it has been witnessing a breakthrough in non-cricket leagues, which had long been in the offing. There has been a paradigm shift in viewership and brands’ approach, also resulting in the rise of non-cricket sports. While cricket may trigger a visceral attachment, sports such as badminton, boxing, kabaddi, football, and wrestling come with a ‘community’ feel to them. Although cricket is mass, sports like football, kabaddi or badminton are market-specific and help brands engage their captive audience.
According to BARC India’s data for 2018, though cricket was the most-watched sport in the country, soccer gained popularity with a 50 percent rise in viewership, compared to the year before. A major contribution of this surge and the overall rise in the sports viewership was due to the availability of sports in regional languages. FIFA World Cup 2018 was aired in Malayalam and Bangla, thereby engaging football fans in the respective states.
Another trend, which is catching up, is these athletes have started being perceived as celebrities, akin to those in the entertainment sphere. Devoted fans, who want to know everything about their sports heroes -- right from their training regimes to what they eat, their feelings, and even private details of their lives have also made these sports stars the new influencers. Astute sports marketers have taken advantage of this celebrity and merged sporting with fashion, entertainment and lifestyle.
Esta historia es de la edición August 31, 2019 de Businessworld.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición August 31, 2019 de Businessworld.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
Is Leadership Without Hierarchies Possible?
LEADERSHIP IN THE current era is more challenging than ever before.
The Rise and Evolution of Coffee Culture in India
AS A BANGALORE native, South Indian filter ‘Kaapi’ has always been a significant part of our tradition.
The Daily Ground Goes Desi
Success in Tier-2 and Tier-3 cities hinges on several key factors, with one of the most important being the ability to offer high-quality products at an accessible price point
Cracking The Indian Code
TARUN JAIN, CEO of Tim Hortons India believes in creating an experience at cafes by blending global quality, local flavours and affordability
Making Coffee the New Chai in India
Affordable, great-tasting coffee made fast-abCoffee is reshaping how India drinks coffee
Scripting A New Era Of Coffee In India
From a bootstrapped startup to international expansion, NOTHING BEFORE COFFEE is brewing its way to the top by challenging the giants of the coffee industry with innovation, personalisation, and sustainability
"Driven By A Younger Demographic, Coffee Culture Is On The Upswing"
SUNIL D'SOUZA, Managing Director and CEO of Tata Consumer Products, discusses the company's strategic growth in India's booming coffee market, focusing on premiumisation, innovation, and expanding consumer experiences both at home and in cafés, in this exclusive conversation with BW Businessworld's Tarannum Manjul
Fresh Brew, Big Ambitions
From startups to stores, Beanly's Samayesh Khanna and Rahul Jain elevate India's coffee culture by making freshly brewed coffee a daily delight
"On Track To Become India's Top Café Chain"
In an exclusive interview, RAJAT AGRAWAL, CEO of Barista Coffee, shared insights on the company's current market position, expansion strategies, and its response to growing competition
"Ensuring A Seamless Coffee Experience Outside The Cafe Is The Next Big Thing To Watch Out For"
In an exclusive conversation with BW Businessworld's Resham Suhail, Third Wave Coffee CEO RAJAT LUTHRA and its Co-founder AYUSH BATHWAL delve on how they are navigating the competitive landscape, going beyond retail and tapping changing consumer preferences