Rohit Sharma

FIFA Football World Cup, probably the most widely watched sporting event across the world, is on the go. An estimated 715 million viewers around the world watched the final match of 2006 world cup held in Germany and this year, experts say, FIFA viewership might break the billion-barrier. In India, the world cup has already notched up a viewership of nearly 20 million during the first two days (June 11 and 12), a large growth of 35% over the previous world cup, according to TAM Sports data. Another report by The Nielsen Company, says that eight out of ten viewers are expected to follow the world cup on their television sets, something that highlights India’s phenomenal love for the game that is not cricket.

Get these facts- 81% of India would follow the live telecast of the game on television. 58% would follow the game in the newspapers, and a half (51%) would watch the games in delayed broadcasts & highlights on TV.

Approximately, 110 million viewers in India will be glued to the football matches and the marketers are already cashing on the frenzy. The one which has struck the jackpot is the official broadcaster of FIFA, ESPN network. The channel has already sold 95% of its advertisement inventory to advertisers such as Vodafone, Airtel DTH, Nokia, Samsung and Hero Honda. Media reports that the advertising rates have been set around Rs 2 Lakh for 10 seconds with a rider that all 58 matches be bought. Reports further reveal that from the tournament, ESPN expects ad revenue of around Rs 1.5 billion compared to a meager Rs 550 million. And why not? The time slots of matches are in sync with Indian timings. Media is covering the event with fervor as well as the audience, including those who don’t follow the sport but have come under the influence thanks to the frenzy surrounding it. Also, adding up to the viewership are social networks like Twitter and Facebook which are helping promote the event. Twitter has launched an official ‘Twitter World Cup Page’ that lets the users follow live tweets of the world cup 2010, including their favourite team. Nike has launched its ‘Football India’ page on Facebook where more than 117000 football fans are discussing the world cup.

Viewership of sports events in India

TV makers, sports goods manufacturers, retail giants, restaurant chains, hotels and many more segments have geared up for the sporting extravaganza and lure in customers.

The golden opportunity to make quick money is for the sports goods makers. Brands like Adidas, Nike, Reebok and Puma have come out with exclusive merchandise and promotional offers. Adidas that has sponsored 12 teams (Nike sponsors 10 teams and Puma 7) is leading the merchandise brigade. “We have introduced team jerseys, personalized jerseys, fan t-shirts, match balls and football boots. This FIFA, we have also come out with world’s lightest football shoes called F50 adizero,” says the Adidas spokesperson. The items are a hit in the stores and people are flocking to buy the jerseys of the teams they support. In Adidas, teams like Argentina, Spain, South Africa and France are the most in demand. “The commercial potential of the event is stronger than ever before and we are looking at a 400% increase in our world cup merchandise sales.” While Nike’s national teams- Brazil, Portugal and Netherlands- are wearing jerseys made entirely from recycled polyester also available for fans, Puma has come out with jerseys of Italy, Cameroon and Ghana and some special purses.

TV market is especially bustling with the spurt in sales. Indian TV market expects flat TV and LCD/Plasma TV sales to grow by 15-20% according to a media report. Panasonic India, largest manufacturers of electronic products, is targetting a sales turnover of Rs 750 million from soccer crazy states of Kerala, West Bengal and the Union Territory of Goa. Aiming at the football season, it has introduced a unique 'Panasonic Soccer Mania 2010' offer on their range of 'Viera' Plasma TV and LCD TVs where the customers can get assured gifts along road shows to promote their products. Direct-to-home (DTH) services are also getting into the game. In India, around 21 million of 130 million TV sets use DTH services, while 84 million have cable connections. Thanks to the event, the DTH base is set to reach much higher level. ESPN is giving its hi-definition (HD) broadcast feed to DishTV’s subscribers for free. Bharti Airtel is offering DTH connections at special rates that include 75 days of free viewing of the channels on which the World Cup will be shown. Sun Direct is offering ESPN and Star Sports free to new subscribers in markets such as Kerala and West Bengal.

The Nielsen report states that internet on mobile phones is also viewed as an option to keep one up-to-date with the matches (34%). Other modes of following the game are Online video clips (30%), Online streaming (28%), Radio (20%), Online blogs/chat rooms/forums (18%), Video clips and Applications on mobile phones (both 14%), and Podcasts (6%). India may not be playing football amongst the lucky 32 countries but will be earnestly watching all the 64 matches and this is getting reflected in FIFA’s Indian business part as well.

Restaurant chains have also spruced up to showcase the live matches and unabashedly indulge in some brand promotions. Popular pubs and restaurants like TGIF, Hard Rock café, Shalom and many more have made sure they install high definition/LCD TVs and bring out promotional offers to entice more crowds. Beam Global brand Sauza Tequila has tied up with TGIF bar chain where the outlet will be dressed up to give the entire feel of FIFA and promotional activities for Sauza will be done. Brands like Coca Cola and McDonalds are not staying behind as they have launched FIFA related contests and tournaments for their consumers.

One can not beat the fact that cricket (along with Bollywood) rules India. Indian Premiere League-3 (IPL) had a cumulative viewership of 210 million, more than double from the time it began. But for a country where cricket is a religion, international football is not distant anymore. FIFA, an import, has already pulled in millions sports maniacs from India - not only from football loving states - much to the happiness of brands, marketers and advertisers. So as football Gods Messi, Cristiano Ronaldo, Kaka and Wayne Rooney fight it out for the biggest sports honor on the South African battle grounds, its actually miles away in India, spoils are already being rejoiced.

Indiabiznews, June 22, 2010