Sports & Entertainment Spend Trends for 2019

27 Feb,2019


By A Correspondent


ESP Properties has released its Top Sports and Entertainment Trends for 2019. Said Vinit Karnik, Business Head. ESP Properties India: “2019, will be a year for sports and entertainment. With Cricket on our minds for more than half the year, brands would want to revolve their game around the sport and the athletes. While e-sports is also becoming big, it has come a long way, and it is only expected to get bigger. With almost 20 per cent of share of spend expected in digital, adspends in sports and entertainment marketing is expected to grow and evolve.”


Cricket to dominate media and mind measures in 2019:

Cricket is in full swing in H1 2019 with Team India moving bases from Australia to New Zealand post the ODI series and following it up with hosting Australia in February to play ODIs & T20s. Then comes Vivo IPL and ICC Cricket World Cup. 2019 will break all records of cricket consumption on TV and Digital.


Embrace the athlete, embrace their stories:

One of the biggest marketing trends of this year is storytelling and the study expects talent to unlock maximum value in 2019. Sporting landscape, led by cricket, will see the true value of talent beyond the top cricketers being unlocked. Audiences not only want to be taken on a journey, but they also want to connect with brands. Brands which can use athlete and their storytelling power will garner massive interest from fans and advertisers owing to mass media exposure via TV and one-to-one engagement through social communities, rediscovering their true value. Federations and leagues will carefully evaluate talent contracts in terms of talent usage rights for self, sponsor activation and scope of the engagement. With social media becoming the primary engagement platform, the right balance between personal and public imagery will be most talked and debated in 2019.


Definition of ‘sellable’ content to be rejigged by newer monetisation models:

Experimental content is facing challenges to release in large scale formats like cinemas. With newer digital platform and content taking centrestage, storytelling will be redefined with a lot of experimentation and fresh feel. This trend is expected to continue with many more such content prices seeing a ray of hope to see the light of day.


Broadcasting platforms to lean on data-driven insights and player access to engage and build fans:

While traditional broadcast passed on gold standards of content from linear to non-linear platforms, best practices in consumer engagement will move from non-linear to linear platforms. With professional sporting ecosystem in India being over a decade old, advertisers have started looking at ‘sponsorship’ as a one-stop solution to media exposure and talent access.


Mobile Gaming to take centrestage in the competitive CPU dominant Professional E-Sports World:

Globally, professional e-sport competitions are primarily held on a computer and consoles and mobiles take a backseat. In India, we’re witnessing a different trend where tournaments being held on the mobile, courtesy – PUBG on mobile with DAU of approx 10mn+ which is more than any other game in the world across any platform is already giving gamers in India almost half the prize money of an E-Sports League India and this is only going to further grow. There will be so many more mobile E-Sport tournaments which will be seen in the coming future.



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