A marketer and fan clubs share their reports of deals with the league and how they keep their hopes up for the new normal.
Football is the most follow-up time in India, after cricket. While the latter is a mass sport, the wealth of football lies in its places: howler teenagers, young fanatics and mature antiques.
Over the years, the league has built a remarkably strong logo value, driven by wide and varied success, as well as through its fan clubs and clubs across the country in each and every state and city, extending even to Tier 2 cities. According to recent BARC data, the overall success of the Premier League in India has surpassed 6. 2 million enthusiasts (a 50% year-on-year increase). Over the years, advertisers have shown growing interest in the league and its audience. But that’s not the only explanation for why the typical Premier League fan is an ambitious young man (3 out of 4 spectators enter NCCS’s A1 category) and are incredibly passionate, tech-aware and stick to the latest trends. It is ideal for a lot of marketing specialists, especially those who want to target Generation Y, Generation Z and beyond.
According to public listening on social media, the league has a higher male audience (85%) whose main interests are online video games, music, food and drink and travel. This not only provides an understanding of a ‘Premier League fan’, but also marks the league as an ideal platform for brands in previous spaces in order to leverage the league to succeed in its TG.
We spoke with Mayur Bhosale, director of marketing and events at Chelsea FC India Supporters Club, Chelsea FC’s largest official amateur club in Asia and India. On the central role of broadcasting, an attractive anecdote tells: “I do not forget the beginnings, that is, before the broadcast of DTH, when the transmission of sports was limited to a single channel and transmitted according to the preferences of the cable operator; and seeing a quick adjustment was a big challenge; the operator had to be attracted and the games had to be today, when almost every single primary league can be watched live on the big screen, the broadcast has played an important role in bringing world football to the homes and hearts of Indian audiences.
Established in 2006, Chelsea FC India Supporters Club now has more than 40 branches in Indian cities and has a total of 1. 5 lakh of active members. Mayur, a loyal team fan since 2002, says his club’s temperament is already complete with returning from the league.
In the other aspect of the court, Chelsea’s historic rival, Manchester United, has its own fan base. Manchester United are the most popular club, with 21% of Indians calling it their favorite club, according to Brand Finance. Official fan clubs in India (according to MANU’s official website) with a combined fan base of more than 1. 5 lakhs. Dhruv Dua, preaspectnt of MUFC-D( Delhi), who founded the organization with a friend seven years ago. officially recognized through the club in 2015, it now organises normal screenings for all primary matches involving Manchester United. In a live story, Dhruv, a lighting designer by profession, shared: “When it comes to attendance, we are huge. We don’t advertise. We simply create an occasion on our Facebook page and others appear. That’s how much other people love United here in Delhi. “
Highlighting the expansion of the Premier League in India and logo associations, Alexander Lambrecht, VICE President of Marketing for South Asia at AB InBev, said: “Knowledge implies that the biggest fan base of the coveted club, Manchester United, is here in India. The league’s platforms and logos have also worked to bring all stadium fun to life for consumers. Conversations of many well-known celebrities, most of whom have joined through Premier League clubs as official ambassadors, around their favorite team or player have only increased the excitement. “
Another contributing factor is the long duration of the league with games every weekend compared to only a few months of other events. According to a recent GlobalWebIndex premier league report, 57% of enthusiasts have filed loyalty to the logo and 30% of audiences (PL enthusiasts) on average are well known for the belief of being “ambitious and adventurous” and “tend to buy logos I see. announced. ” Knowledge revealed that PL’s audience are active advocates for sports, electronics and luxury logo users and advocates. The report also suggests that the average fan is 29 years old; a share that is lucrative for advertisers in various sectors.
But what about the marks? Without on-field activation or without fan interaction, how are associations conducted effectively?Alexander said: “We are running to offer more delights in the house, giving our consumers similar tactics to interact in the game and celebrate their favorite groups and players. Whether we work with official fan clubs in key markets for exciting competitions, enrich the fun of games with exclusive player/game content and other collaborations, we are committed to bringing the football pastime to life as much as possible, even remotely. . »
Recently, Budweiser celebrated liverpool FC’s historic victory, crowned 2020 champion, after 30 years with his enthusiasts, virtually. A night shift in accordance with the best comedians and enthusiasts of the Reds: Anirban Das Gupta, Kumar Varun and Rahul Subramanian organized. enthusiasts had the chance to win a reproduction of the Premier League trophy, IRL.
In the midst of several foreign and local leagues, from the point of view of a logo, what does an occasion like PL imply that others do not attract?Alexander reveals: “As a logo, the Premier League gives us the opportunity to interact and explore the opportunities that fuel unity and bring other people together, that’s at the heart of our logo philosophy. Given our commitment to football, we have noticed an opportunity with the Premier League to forge closer ties with and interact with enthusiasts. not only once every 4 years (AB InBev is also a FIFA partner), but also the year through immersive reports on the game through virtual content and PartnerArray innovations».