20.1 C


MUMBAI: Cricket advertising is poised to grow 15-20 per cent in the next three years, overcoming a slowdown over the past two years, as new-age ecommerce and technology companies seek to enhance their visibility by reaching out to millions of the game’s fans, according to media agencies. Three deals have already set the stage for the increased spending: MRF as the global partner for the ICC Cricket World Cup 2015, Ceat Tyres as the strategic time-out partner for the Indian Premier League and Paytm’s contract with the Board of Control for Cricket in India on title sponsorship for 84 matches for the next four years.
“We expect an 8-10 per cent growth for 2015. And if we take 2015 as the base, then I think cricket advertising would grow by at least 15-20 per cent in the next three years,” said Vinit Karnik, national director, entertainment, sports and live events (ESP) at GroupM , who was instrumental in stitching the Paytm-BCCI deal. “Cricket advertising grew 9 per cent in 2013. However, the growth slowed down in 2014 and came down to the 2012 level.”
“Cricket advertising would grow by at least 20 per cent in the next three years,” said Ousep Joseph of PMG, the sports marketing unit of Madison World, adding that the Paytm deal will open the doors for this new set of advertisers. CricBuzz, the online and mobile cricket news and information company owned by

Times Internet, has just picked up the title sponsorship deal for the test series between India and Sri Lanka starting later this month. “A new set of advertisers has come in to build their brands on the back of the new Indian cricket team,” said Karnik. “Growth will come from the new ecommerce, digital and tech companies,” he added.
Karnik said the first big players were the tobacco and liquor companies, followed by “the Pepsis and Heros of the world.” The cola wars were fought 10 years ago on the back of cricket, followed by telecom five years ago and now, it is the ecomm companies, said Shashi Sinha, CEO of IPG Mediabrands India.

Joseph of PMG said the traditional big cricket spenders won’t entirely exit the game because of its sheer reach.

10 top photo spots in Alberta, Canada.

A trip to Alberta, with places like Jasper and Banff, is a photographer's paradise. These are 10 top photo spots in Alberta, Canada. Must Read:...

Things You Should Do in San Diego, California

Belmont Park Mission Bay's Belmont Park was opened on July 4, 1925. It is a historic amusement park located along the beachfront. The park offers...

The Best Photography Spots In Banff National Park

After many trips to this area of Canada, I have compiled 10 of my favorite photo spots in Banff National Park. These iconic spots...

Florida Keys Travel Guide: All You Need To Know

The Florida Keys Travel Guide covers all you need to know about planning a trip to these Keys, including where to stay and what...

Winter Party Games for Kids

Are you thinking of hosting a winter party with your kids? These festive and fun party games will warm them up. Grapevine is a...


Please enter your comment!
Please enter your name here

error: Content is protected !!