Cashing in on sports

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: of sports channels, ESPN is already expanding the demographic base by targeting a younger audience and the female segment by creating content that is specifically designed for their needs. It has created a line-up of original in-house programming like Dream Job and Locker Room around key sports and events, and have got fans engaging with it through various platforms.

“The fact that Dream Job continues to be sponsored by an FMCG company like Hindustan Lever shows that this programme delivers enormous value to brands. Similarly, Locker Room, our original programming around football, is sponsored by Nike,” says Venkateish, while adding, “India is steadily developing into a multi-sports market.”

According to Rajasekharan, advertisers are realising the advantage of showcasing a product for the much smaller, but with ‘great-potential-to-grow’ segment of audience. “We are in the process of picking up some more tennis tournaments from the circuit because the sport is getting huge eyeballs at the moment.” Says advertising agency Madison Mates CEO Darshana Bhalla: “You get a tremendous return on investment, if you associate with a sport where there is talent and momentum going. With this strategy, instead of riding the wave of what exists, you go with what does not exist and grow with it.”

She cites the example of ESPN that sells both its soccer and F1 properties at a premium and yet finds takers for both. There’s another trend developing which should send marketers to the drawing board and that is female viewership.

As the Twenty20 World Cup showed, there is a strong, growing female audience for the sport and it’s not restricted to cricket alone. According to Venkateish, there is an overall 54% increase in ratings for the three tennis grand slams—especially with regard to women’s viewership where the growth has been significant. To reach out to this diverse market, most channels are developing a strong programming line-up that is a healthy mix of acquired and original content.

Most channels know that the fans