Olympic viewership will play a role of game changer in India
Current Sports News

Olympic viewership will play a role of game changer in India

In India, women athletes like Mary Kom, Sania Nehwal, and Sania Mirza accounted for 40 per cent of the total endorsement  value among non-cricketers. While releasing  the report, Vinit Karnik, business head, ESP properties  highlighted  how there is growth.

“We do pre-empt brands showing interest in athletes like PV Sindhu, Sakshi Malik, Dipa Karmakar, Manavjit Singh Sandhu and Shiva Thapa among others, however, what will make us a truly sporting nation is when infrastructure and funds happen from grassroots levels,” says Karnik.

“In India, we talk about athletes only around a big event like Olympics, commonwealth games etc… It’s high time we as a country rise and start supporting athletes really early on and help them with world class training facilities and support staff,” he added.

There are many  corporate institutions believe that  winning medals will change  the way the event  is perceived in the future and also attract sponsorships.  According to  Gossain as the cost of the brand, the association is low (at the country contingent  level and in terms of associating  with sports people) brands are finding the return on investment  attractive.

This year saw huge participation  from corporate  such as Adani, JSW, Herbalife, Amul, Edelweiss, Li Ning, Tata Salt is sponsoring  the Rio Contingent. Adani and JSW took up Olympic funding through a CSR route where they funded the training of a number of athletes.  According to Financial Express, this year too has marked a great difference in the way Olympics are perceived. Massive eyeballs and conversations have initiated across physical and social media.

According to Financial Express, this year too has marked a great difference in the way Olympics are perceived. Massive eyeballs and conversations have initiated across physical and social media.

“Twitter trends, Facebook walls — everything is talking about Olympics. Although we are way behind countries like China where Olympics is like a mainstream slotted TV content, but we are making significant progress,” says Hitesh Gossain, founder & CEO of Onspon.com.

This year in June, Star Sports announced that they will broadcast Olympic in their all eight channels. They even avoided  broadcasting the first three matches of the England vs Pakistan Test series that ended with a thrilling draw.  Star Sports’ four HD channel has been giving  round the clock coverage of the game straight from Rio de Janerio. It happens for the first time in India.

The games started on August 5. According to BARC India, the opening ceremony across all the nine channels (Doordarshan), Star Sports 1,2,3,4 (SD+HD)channels) garnered 0.5 million impressions.

The telecast across channels for cumulatively 950 hours, Olympic in the first 7 days ( August 6-12) gained 210.9 million impressions. The event is also being aired on Hotstar-the network’s OTT platform.

Most Popular

Top