As per the report, ‘Sporting Nation within the Making 2021’, the Indian sports activities trade fell to Rs 5,894 crore in 2020, in comparison with Rs 9,109 crore in 2019.
The largest share went to media, the place commercial spends on TV, digital and print media contributed to Rs 3,657 crore, or 62% of the full spends. In 2019, media spends alone have been at Rs 5,232 crore.
Sponsorship spends, which included on-ground sponsorships, workforce sponsorships and franchise charge, and this took up 28% of the trade pie, or Rs 1,673 crore in 2020, down from Rs 3,340 crore in 2019.
Athlete endorsement, in the meantime, grew 5% over 2019 to Rs 564 crore (from Rs 537 crore), towards the run of play in a yr ravaged by the pandemic.
Nonetheless, the pandemic as soon as once more resulted in wiping out positive aspects of many rising sports activities. Cricket, with general spends of Rs 5,133 crore, cornered 87% of the general pie. Rising sports activities’ share dropped to 13% in general sports activities spends.
“Many sports activities properties have been both cancelled or postponed and even sponsorship and media spends have been impacted. However it’s commendable how the sporting ecosystem reacted to this disaster taking into account the actual fact that sports activities have been again ahead of anticipated,” stated Vinit Karnik, Head – Sports activities, Esports and Leisure, GroupM South Asia. “Even within the face of an antagonistic context, the stakeholders got here collectively to supply the spark the trade wanted. The Indian Premier League (IPL) and Indian Super League (ISL) are an exemplary demonstration of India’s preparedness to host main sporting occasions below such taxing circumstances.”
The enterprise of sports activities had grown at a compounded annual progress fee of 12.8% over the past decade, and if not for the pandemic, it was anticipated to cross Rs 9,500 crore in 2020.
“2020 appears to be like like that proverbial backward step we take earlier than an enormous leap, just like the one we’re anticipated to absorb 2021, as a part of the making of the sporting nation,” Karnik added.
In the meantime, in the course of the interval of inactivity in sports activities, there was a major step bounce within the degree of social media influencer exercise amongst in style athletes. Cricketers dominated the roost, with a 92% share of the pie.
Of the 377 endorsement offers that occurred final yr, 275 concerned cricket gamers. Nonetheless, the yr 2020 additionally noticed feminine athletes pulling in manufacturers.
The lockdown had additionally catalysed the expansion in sure sectors. The absence of dwell sports activities together with a sub-optimal provide of contemporary OTT content material led to the shift in direction of gaming, the report stated. The month of April 2020 noticed an 11% enhance in customers per week together with a major bounce in common time spent per gamer. This led to a sudden increase in esports in 2020, with communities getting constructed and multiplayer actions gaining floor. Over the past three years, there was a doubling within the gamer base in addition to viewership numbers within the time.