Marking a strong jump from 2020, when the pandemic brought the sports industry to a halt, the number surpassed the 2019 topline of Rs 9,000 crore by 5.5%.
According to the ninth edition of ‘Sporting Nation in the Making’, the growth was once again primarily driven by media spending around cricket and on-ground sponsorship, with contributions from both the Indian Premier League and the ICC World Cup.
The total share of cricket in the sports industry was 88% or Rs 8,410 crore, while that of emerging sports was Rs 1,119 crore. While cricket spending grew by 64% and 15% in 2020 and 2019, respectively, emerging sports saw an increase of 47% in 2020. However, spending on emerging sports was still down 38% from 2019.
Spending on sports celebrity endorsements grew 11% year-on-year in 2021. A total of 444 brand endorsement deals took place in 2021, in which cricketers accounted for 318 endorsement deals and 87% of the total brand endorsement value. The 2021 Olympic year saw a 79% increase in advertising for emerging sports athletes, accounting for 13% of the overall brand endorsement value.
GroupM South Asia CEO Prashant Kumar said, “The year 2021 was a year of great comeback for the sports industry.” “Not only in sports, but we saw an increase in sponsorship, advertising and media spends in 2021. This year will be a good restart point for brands to invest in sports properties as sports will grow and in return provide ROI for the brand. We saw esports gaining significant traction and a huge increase in the number of gamers in the country.”
According to the report, with Rs 6018 crore, Ad Expenditure on Sports (AdEx) crossed 2019 levels in both TV and digital, with cricket playing 94% of the total AdEx or Rs 5657 crore.
Vineet Karnik, Head – Sports, Entertainment & Esports, GroupM South Asia, said that India has finally emerged as a sporting nation, overcoming all the hurdles brought by the pandemic.
“Media spending was the largest contributor in 2021, accounting for nearly two-thirds of all sports industry spending. While sports celebrity endorsement was on the rise in 2021, Virat Kohli, MS Dhoni, Rohit Sharma, Neeraj Chopra and PV Sindhu are the top athletes in the sports celebrity brand endorsement space,” said Karnik. “2022 will be an exciting year with assets like the Asian Games, FIFA World Cup, Premier Badminton League and many more. The sports sector is an exciting drive from the fanbase lens and also from the business lens and we have many opportunities in the Indian sports industry. ,
Karnik said that while the pandemic struck a chord, 2021 was the year of the comeback.
“We are looking at 2022 with a further increase in sponsorship spend, player support and media spend. Sports, broadcasters, and sportsperson endorsements on OTT platforms will bring fans closer in a more exclusive ecosystem in 2021. We see sports skyrocketing in 2022, with various sports properties coming up. ,
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