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ORIGINAL ARTICLE
ISSN:-2230-7850
Indian Streams Research Journal
MARKETING STRATEGIES OF SPONSORS
COMPANY’S DURING CRICKET MATCHES ON
SPORT TV CHANNEL
Abstract:In recent decades ,the business world is mainly depends upon the marketing activities of
their firm .As increase in the competition at market place for getting same consumer for their self
products. The performance of this business is largely depending upon efficiency and effectiveness
of marketing department.
To sustain in the competitive global environment, companies invest a lot of money for making
the series of advertisements and place them in to suitable media to make consumers aware about
their offerings.
L. B. Bagal
Head, Department of Commerce, R.
P. College, Osmanabad.
To promote the products or services the companies use associates or different channels such as
sponsorships of teams or athletes, TV or radio channels.
Keywords:
CPromotion strategy, Advertisement media, ESPN star sport, sponsoring company.
www.isrj.org
MARKETING STRATEGIES OF SPONSORS COMPANY’S DURING CRICKET ....................
OBJECTIVES:
1.To know how to Promote the product by the using SPORT
2.To study role of Brand Ambassador.
3.To learn Marketing strategy of Sponsors Company.
4.To study the emotions and feeling of customer towards the product attract.
5.To know new Formats of advertisement
6.To study the Contribution of Sponsors Company during sport event.
INTRODUCTION:
Sport marketing is a subdivision of marketing which focuses both on the promotion of sports
events and teams as well as the promotion of other products & services through sporting events and
sports teams.
Commercial partners ICC's host broadcaster ESPN star sports is a 50:50 joint venture between
two of the world's leading cable and satellite broadcasters. As Asia’s definitive and complete sports
broadcaster and content provider, ESPN star sports combines the strengths and resources of its ultimate
parent companies - Walt Disney (ESPN, inc.) and news corporation limited (star) - to deliver a diverse
array of international and regional sports to viewers via its encrypted pay and free-to-air services.
ESPN star sports showcases an unparalleled variety of premier live sports from around the
globe to a cumulative reach of more than 310 million viewers in Asia’s, 24 hours a day. ESPN star sports
have 17 networks covering 24 countries, each localized to deliver differentiated world-class premier
sports programming to Asian viewers.
Marketing concept is a customer centered sense and responds philosophy. ESPN STAR Sports
had targeted ad revenue of Rs 240 corer from the event, a rise of about 50 per cent over the revenue from
previous T20 World Cup, aired on the channel two years earlier.
MAJOR SPORT CHANNEL
1. STAR Cricket,
2. STAR Cricket HD,
3. STAR Sports and
4. ESPN, the T20 cricket World Cup is most rewarding, in terms of advertising revenue.
1. Reliance Communications,
2. Havells India and
3. Hero MotoCorp
Joint sponsors.
1. Tata Motors,
2. PepsiCo,
3. Nokia India,
4. Pernod Ricard,
5. Hyundai Motor India,
6. Tata Teleservices and
7. Union Bank of India
Are the associate sponsors. Other advertisers have also been signed up for pre and post-match
programming.
A total of 10 sponsors, including three joint presenting and seven associate sponsors have come
on board. Though ESPN STAR Sports officials refused to comment on the ad rates, media buyers said
the company had signed deals at an ad rate of about Rs 3.5 lakh per 10 seconds for all the 27 matches to be
aired on Star Cricket and Star Cricket HD.
SPONSORS COMPANY’S SUMMARY
ICC's host broad caster ESPN STAR Sports is a 50:50 joint venture between two of the world's
leading cable and satellite broadcasters. As Asia's definitive and complete sports broadcaster and
content provider, ESPN STAR Sports combines the strengths and resources of its ultimate parent
companies - Walt Disney (ESPN, Inc.) and News Corporation Limited (STAR) - to deliver a diverse
array of international and regional sports to viewers via its encrypted pay and free-to-air services. ESPN
STAR Sports showcases an unparalleled variety of premier live sports from around the globe to a
cumulative reach of more than 310 million viewers in Asia, 24 hours a day. ESPN STAR Sports has 17
networks covering 24 countries, each localized to deliver differentiated world-class premier sports
programming to Asian viewers.
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MARKETING STRATEGIES OF SPONSORS COMPANY’S DURING CRICKET ....................
MEDIAS OF ESPN BROADCAST
This includes ESPN Asia, ESPN China,
ESPN India,
ESPN Malaysia,
ESPN Taiwan,
ESPN Singapore,
ESPN Philippines,
MBC-ESPN (Korea),
ESPN Hong Kong,
STAR Sports Hong Kong,
STAR Sports Asia,
STAR Sports India,
STAR Sports Malaysia,
STAR Sports Taiwan,
STAR Sports Southeast Asia,
STAR Sports Singapore & STAR Cricket.
About Reliance Communications: Reliance Communications Limited founded by the late Shri
Dhirubhai H Ambani (1932-2002) is the flagship company of the Reliance Anil Dhirubhai Ambani
Group. The Reliance Anil Dhirubhai Ambani Group currently has a net worth in excess of Rs. 64,000
crore (US$ 13.6 billion), cash flows of Rs. 13,000 crore (US$ 2.8 billion), net profit of Rs. 8,400 crore
(US$ 1.8 billion).
Reliance Communications has established a pan-India, next generation, integrated (wireless
and wireline), convergent (voice, data and video) digital network that is capable of supporting best-ofclass services spanning the entire communications value chain, covering over 24,000 towns and
600,000 villages. Reliance Communications owns and operates the world's largest next generation IP
enabled connectivity infrastructure, comprising over 190,000 route kilometers of fibre optic cable
systems in India, USA, Europe, Middle East and the Asia Pacific region.
LG Electronics is one of the longest standing Global Partners of ICC, promoting cricket among
its billions of passionate followers. We are proud to be associated with this great sport and with ICC to
help grow the popularity of cricket and the pride associated with international Cricket at the highest
level. Through the global platform provided by ICC events, we will enhance the joys of cricket with our
own innovative programs and campaigns.
Established in 1958, LG Electronics, Inc. (LG) is a global leader and technology innovator in
consumer electronics, home appliances and mobile communications, employing more than 84,000
people working in over 115 operations including 84 subsidiaries around the world. With 2008 global
sales of USD 44.7 billion, LG comprises five business units - Home Entertainment, Mobile
Communications, Home Appliance, Air Conditioning and Business Solutions. LG is the world's leading
producer of flat panel TVs, mobile handsets, air conditioners, front-loading washing machines, LCD
monitors and optical storage products.
PepsiCo is proud to continue to be the official beverage and snack partner of the ICC. As part of
PepsiCo's passionate commitment to growing the popularity of the sport, the partnership between
PepsiCo and the ICC will enable billions of cricket enthusiasts and casual fans to connect with the game.
We're delighted to join the ICC in the development and execution of exciting events and grassroots
programs, supported by innovative and entertaining advertising and marketing campaigns to embrace
consumers worldwide. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay,
and PepsiCo brands are available in nearly 200 countries across the world. Tropicana was acquired in
1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.
Hero MotoCorp Ltd is committed to the promotion of sport, in particular cricket and golf, at
both the elite and grass-roots level. Its association with cricket began in 1993 with the sponsorship of
Hero Honda Cup (five-nation cricket tournament), while it was also one of the sponsors for the ICC
Cricket World Cup 1999. Players such as Virender Sehwag, Ishant Sharma, Gautam Gambhir, Suresh
Raina, Irfan Pathan and Zaheer Khan have been brand ambassadors of Hero Honda.
Fly Emirates Since its launch in 1985, Emirates grown to become one of the largest
international airlines in the world. It believes sports sponsorship is key to connecting with the
passengers it serves on its global network of more than 100 destinations. The Dubai-based carrier has a
vast sponsorship portfolio spanning a number of sports in addition to cricket, including football, golf,
tennis, sailing and rugby.Emirates' ICC Official Partner status gives the airline sponsorship rights to all
ICC major tournaments, including the 2011 and 2015 ICC Cricket World Cups, ICC Champions Trophy
and ICC World Twenty20. It also sponsors the ICC Cricket World Cup Qualifier, ICC Under-19 World
Cup, ICC Intercontinental Cup and the ICC Women's World Cup.
In partnership with the ICC, Emirates will continue sponsoring the Emirates Elite Panel of ICC
Umpires and Referees. This agreement will see the Fly Emirates logo prominently displayed on the
umpires' clothing at all ICC events until 2015.
Reebok International Limited is a British producer of athletic footwear, apparel, and
accessories and is currently a subsidiary of Adidas AG. The company, founded in 1895, was originally
called Mercury Sports but was renamed Reebok in 1960. Adidas completed its acquisition of Reebok in
early 2006.
The company holds exclusive rights to manufacture and market both authentic and replica
uniform jerseys and sideline apparel of the teams of the National Football League since 2002, the
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MARKETING STRATEGIES OF SPONSORS COMPANY’S DURING CRICKET ....................
Canadian Football League since 2004, and is the official shoe supplier to the NFL and Major League
Baseball. In addition Reebok acquired official National Hockey League sponsor CCM in 2004, and is
now manufacturing ice hockey equipment under the CCM and RBK brand. Reebok has phased out the
CCM name on NHL authentic and replica jerseys in recent years, using the Reebok logo since 2005.
Reebok is also the sponsors of Bolton Wanderers Football Club. Several international
cricketers, such as Pakistani skipper Shoaib Malik, Pakistani batsman Abdur Razzaq, Sri Lankan
Captain Mahela Jayawardene, Indian captain Mahendra Singh Dhoni, Indian batsmen VVS Laxman
and Rahul Dravid, and Chris Gayle of the West Indies, endorse Reebok.
Castrol Founded by Charles Cheers Wakefield in 1899, Castrol is the world's leading
lubricants brand. Castrol's commercial success is underpinned by its ability to deliver improved
performance through the application of technology and innovation. This has been the key to Castrol's
success over the last 110 years and has led to the development of superior performing lubricants
including Castrol Edge, Castrol Magnatec, Castrol GTX, Castrol Power1 and Castrol Activ - to name
just a few.
Castrol's association with cricket goes back to 1997 when Castrol India announced the launch
of the Castrol Awards for Cricketing Excellence to recognize performances by Indian cricketers. Over
the last decade, the Awards have recognized excellence in Indian cricket - past, present and future. In
2009, Castrol launched the Castrol Index - an analytical tool that objectively analyses player and team
performances and provides unique insights that enhance the fan's understanding and enjoyment of the
game. The Castrol Index resides on castrolcricket.com - a unique website focused on delivering cricket
coverage with deep insights into what goes into a great cricket performance
In 2010, Castrol cemented its association with cricket with the sponsorship of the International
Cricket Council for a period of 5 years until the end of the ICC World Cup 2015. Following this tie up,
the company has signed up an impressive list of Brand Ambassadors including Sachin Tendulkar,
Harsha Bhogle and Ravi Shastri.
MoneyGram International, is a leading global payments services company. Our core purpose is
to help people and businesses by providing affordable, reliable and convenient payment services. Our
MoneyGram brand is recognized throughout the world, and we are committed to bringing greater
control and choice to our customers. The diverse array of products and services we offer enables
consumers - most of who are not fully served by traditional financial institutions - to make payments and
transfer money around the world.
MoneyGram's primary business is international money transfers. The company's money
transfer service allows consumers to send and receive money worldwide, primarily through a global
network of third-party agents that use our money transfer system. In most locations, we offer "multicurrency" payout where consumers choose to collect funds in local currency, United States dollars or
euros. Customers have alternatives in money transfer delivery channels such as cash, direct-to-account,
ATMs and kiosks for deposit and cash receipt, cash-to-a mobile phone and cash-to-card.
Hyundai- Established in 1967, Hyundai Motor Co. has grown into the Hyundai-Kia
Automotive Group, ranked as the world's fifth-largest automaker since 2007 and includes over two
dozen auto-related subsidiaries and affiliates. Employing over 75,000 people worldwide, Hyundai
Motor sold approximately 3.05 million vehicles globally in 2009.Hyundai vehicles are sold in 193
countries through some 6,000 dealerships and showrooms.
MEDIAS COVERAGE OF ESPN STAR SPORT:
Afghanistan Lemar TV Salaam Wantadar
Australia Fox Sports
Nine Network (Australia matches & finals only) Brunei Darussalam, Malaysia Astros
Bangladesh Bangladesh Television Bangladesh Papua New Guinea, Singapore ESPN
Star Sports
Star Cricket espnstar.com
Canada Sportsnet Sportsnet World Online
Caribbean, Central America and South America ESPN
CMC ESPN3
Europe excluding the United Kingdom and
Ireland Eurosport 2
India ESPN
STAR Cricket
Door Darshan (India matches only) All India Radio Ireland, United Kingdom Sky Sports BBC q
skysports.com
Middle East and North Africa Crick One 89.1 Radio4
New Zealand Sky TV Radio Sport
Pacific Islands Fiji TV
Pakistan PTV Home (Terrestrial)
PTV Sports (Cable)
TEN Sports (Cable and IP TV) PBC
Hum FM
Hot FM (Pakistan matches) espnstar.com
Solomon Islands Telkom TV
Sri Lanka CSN SLBC
South Africa SABC
Super Sport SABC supersport.com
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MARKETING STRATEGIES OF SPONSORS COMPANY’S DURING CRICKET ....................
Sub Sahran Africa Super Sport supersport.com
Tonga Tonga TV
USA, Puerto Rico, Guam,
Mexico, Nicaragua and Panama ESPN2 (Final only) ESPN3
STRATEGIES FOLLOW THE TRADITIONAL 4P’S OF MARKETING
4P’S IN ADVERTISEMENT
1. Product
2. Price
3. Place
4. Promotion
PRODUCT
P
P
L
R
A
4P’s
I
C
C
E
E
PROMOTION
1. PRODUCT:
1. Coca cola
2. Money Gram
3. Castrol
4. Hyundai
5. Hero Motocorp
6. Reebok
7. Fly Emirates
8. PepsiCo
9. LG Electronics
10. Reliance Communications
11. ESPN SPORTS
2. PLACE / DISTRIBUTION STRATEGIES:
Planning physical distribution, managing logistics and controlling marketing communication
are major impediments for entering markets.
The distribution structure involves stock points in feeder towns to service these retail outlets at
the urban and village levels.
That is place is one of the four elements of the marketing mix.
Distribution is the process of making a product or service available for use or consumption by a
consumer or business user, using direct means or using indirect means with intermediaries.
3. PROMOTION:
The challenge is to create communication that would help rural and urban consumer in
recognizing brands, logos, visuals and colors.
Mainly three Methods are used for PROMOTION:
1.Advertising by the help of sport event:
Such as cricket tournament, T20WC MATCH, foot ball Olympics.
2.Promoting by the use of individual deal:
Team of sporting and individual, athletes /players to promote various products.
3. Promotion of Sport to the public participation:
In case of use sporting events called “marketing through sports”. When the promotion is about
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MARKETING STRATEGIES OF SPONSORS COMPANY’S DURING CRICKET ....................
increasing participation amongst the public is called ‘Grass roots sports marketing’.
They use different of channels, magazines, news papers and banners. But for effective tool
company use TV channels.
4.Price:
The all right of advertisement bought by the ESPN STAR Rs.250cr. For other 34 advertiser
company’s deal 3.5lakh for 10 seconds.
5.Promotion:
Promotion topics include:
1. Advertising and marketing advertising
2. Event Management
3. Promotions and offers
4. Arts, culture and entertainment cinema
5. Process industry beverage industry
6. Sport cricket
Promotion strategies:
Sport Channel Marketing Is Divided In To Three Sectors:
1. Advertising of Sport:2. Use of Sporting events:3. The promotion of sport to the public in order to increase participation.
1. Marketing Strategy of Coca-Cola:
Speculations are rife that leading beverage maker coca cola is also likely to sign up the master
blaster Sachin Tendulkar ahead of the ICC world cup.
2. Money Gram Strategy:
Money Gram ICC World Twenty20 2012 Commercial - 15 Second Spot International cricket
council signed a five-year commercial deal, including a local level sponsorship of the 2011 cricket
world cup in the subcontinent, with a global money transfer major money gram international. As per the
agreement, money gram will have a presence AT all ICC cricket tournaments around the world during
2011-2015.
"More immediately, money gram will be a local partner level sponsor of the ICC cricket world cup 2011,
which takes place in Bangladesh, India and Sri Lanka from February 19 to April 2, 2011
"Money gram is delighted about T20 WC long-term sponsorship with the ICC.
"Money gram has retained its involvement as a local partner for our flagship event, the ICC
cricket world cup 2011.
3. Castrol Strategy:
Castrol India signs up Sachin Tendulkar as brand ambassador
As Castrol’s brand ambassador, sachin will be the face of the company's cricket initiatives and promote
brands such as Castrol power1, active and gtx.
As per industry estimates, Tendulkar charges about Rs. 5corer per endorsement.
"i am very passionate about motorsport with which Castrol has been associated for over a
century. So to me, this partnership seems to be the perfect fit," Tendulkar said.
4. Hyundai Strategy:
Hyundai's relationship with international cricket council sept. 12, 2012 -Hyundai motor co. and
Hyundai Lanka (Pvt.) ltd. will join forces as the official partner of the ICC T20 cricket world cup 2012,
part of Hyundai’s ongoing and close relationship with the international cricket council (ICC).
“ Hyundai motor and hyundai lanka will provide 60 vehicles for the tournament, which runs
from...”
5. Marketing Strategy of Pepsi:
x
Pepsi’s latest television commercial is bringing Bollywood actor Ranbir Kapoor and Indian cricket
team skipper Mahendra Singh Dhoni together for the very first time.
x
The commercial revolves around the ‘unorthodox fervour’ of the young Indian Twenty20 cricket fans
when Ranbir shows the cricketers, including Dhoni, Virat Kohli and Suresh Raina, the ‘Na Tameez’- the
no-holds barred form of watching and celebrating the game.
x
As the actor puts it in the 45-second commercial –“Yeh T20 hai boss… na tameez se khela jaata hai…
na tameez se dekha jaata hai!” (This is T20 cricket boss…it is neither played with respect, nor watched
with respect.)
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MARKETING STRATEGIES OF SPONSORS COMPANY’S DURING CRICKET ....................
x
Pepsi will be launching contests for its fans on Facebook to win passes for the ICC World Twenty20.
x
The marketing initiatives would also be launched on Twitter and mobile, the company said.
LIMITATIONS:
1.Lack of deep information of marketing.
2.Less information in the form of theory of promotional ads than the videos.
3.Major company has set the same brand ambassador due to same strategy has used.
4.Time limitation also occurred.
CONCLUSION:
Sport / cricket is a very famous sport game in India as well as in world so ,sport channel
company has use the behaviourstic sense of people to attract the people.
People or younger are very crazy about the sport players, so sponsoring company has use the
brand ambassador very easy to set strategy to attract the customer in the form of emotions. Also cricket is
a mass media coverage channel to inform and know the people.
REFERENCE:
1. Google .com
2. ICC T20 wc2012.com
3. Reference book
4. Research Methodology: Kothari
5. News Papers
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