Sachin Tendulkar appeals emotionally to at least four generations if not more. Gearing up for his 200th test capping a 24 year career at Mumbai’s Wankhede Stadium from 14 to 18 November, ticket sales are soaring as people realise this may be their last opportunity to see the legendary player in action.
In conversation with Mr. Vinit Karnik, National Director, Sports and Live Events , GroupM ESP, we measure the repercussions of what could possibly be the biggest development in Indian sports history over the last few decades.
EE: How do you suppose brand sponsorship would be affected by Sachin’s retirement?
These are people who have grown watching Sachin play and do not mind more of him. Post retirement, if he is seen endorsing a brand, these people would love ‘catching up’ on him even if it is in the ‘brand’ space.
EE: How are brands capitalizing on Sachin’s last match
There surely will be a lot of buzz from in the brand space. There will be brands who want to be in the middle of the action, while some might chose to be away from the clutter. Star Sports is the official broadcaster for the match and is expecting a 50% increase in advertising rates owing to anticipated viewership.
EE: How would the business of cricket be impacted with this new development?
Pele retired, football grew. Maradona retired football grew. Schumacher retired, F1 grew. Gavaskar, Kapil Dev retired, cricket grew. Sachin will retire and I am sure cricket will grow even more.
EE: In what ways do you reckon it is lucrative for brands to associate themselves with sporting events?
Association is just step one. The most important part in leveraging any sponsorship is activating the association. Sponsorship provides a distinct imagery and experience for the associating brands. If that is utilized to brand’s advantage, that provides real value back to the brand.
EE: What sort of experiential activities are propagating around sports?
Match tickets, player meet and greets, guided tours, shoot days, award giveaways are a few experiential activities that are being packaged around a sports property.
