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As a child, I could not complete 200 meters in school during the pre-Sports’ Day audition. I am a beginner, having run marathons for the last 15 years across different cities around the world including New York, Berlin, Mumbai, Boston, Chicago, London, Amsterdam, and Delhi. Over the years my Personal Best (PB) finish time improved from 4:42 to 3:33 (Hour: Minutes). And a PB of half marathon at sub-100 minutes. I have gone through terrible long-lasting injuries and some epic failures. The last marathon, at Rotterdam in April 2022, I “Did Not Finish”. This is the second time I Did Not Finish a marathon race.

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The injuries and failures have taught me as much as my PBs. I draw learnings from every marathon experience which could be relevant to my career, business, and life in general.

You are what you do repeatedly: Primarily, it’s training, however boring it sounds, which will see you through the finishing line. Organisational capabilities are built and competitive advantages are sustained by doing those essential activities repeatedly. It is still the good-old-fashioned hard work and discipline that will help you endure business uncertainties and tough times. Like following a 5-day-a-week running regime, starting at 5.00 am, there is no escape from rolling up your sleeves and getting your hands dirty again and again.

Speed can kill your run, business, and career: Starting the run faster or trying to outpace a faster co-runner can lead to hitting the wall soon during the race or to poor finish timing. Similarly, an indiscreet move like accelerated expansion or enthusiastic spending on promotion, or exorbitant investments in fancy technology is a sure-short recipe to value erosion, delayed profitability, or employee attrition, due to fatigue and low morale, in the middle of the battle.

Respect and adapt to changing conditions: Varying race courses or weather conditions are akin to dynamic regulations, changing consumer behavior, the onslaught of technology or local market conditions. A good run at the Amsterdam Marathon does not translate into a good one at the Mumbai Marathon and vice versa. Like for business markets, a successful stint in your last job may not necessarily be the same in your new job. Respect and adapt to different organisational cultures, norms, and protocols. What got you there, may not get you here.

Prepare for Uphill but restrain during Downhill: Though as much as I hate uphills during the run, downhills have been the causes of my serious marathon injuries – at times kept me off running for several weeks, and months. Exuberance emanating from the perceived economic boom or a short-term spike in sales is typically followed by over-leverage or undesirable sales practices. Be mindful of the consequences of the increased risk-taking capacity and actions in good times or rather, perceived good times.

Cramps are inevitable - Keep going: However hard you train, you are bound to experience cramps or severe aches during the marathon race. Many runners will agree that sooner or later they auto disappear or, at least, the pain intensity reduces. Similarly, both in career and business short-term blips are certain. Do not let a tough quarter or hostile conditions at work bog you down. As they say, this too shall pass.

Rapid change is lethal: Many marathon beginners make the mistake of changing their running gear or their diet during race day which leads to sub-optimal race performance. Similarly, an abrupt and rapid change in strategy during a penultimate business period could be disastrous as it takes time for the entire organizational machinery including the sales force and operations team to adapt and synchronise the action. That is why many changes that look promising in the boardroom, fail to take off because the ecosystem was inadequately prepared for rapid change.

Micro breaks are important even before you need them: Staying hydrated through the run will keep you going. Many seasoned runners know the importance of drinking water or sports drinks at a regular interval; in fact, doing so much ahead of getting into the red zone. Plan your breaks well in advance even before you need them. It will keep you energized through the journey.

Know when to Quit: We have been brought up worshiping “Grit”. Being wise to timely quit can cut deep losses and keep you afloat. It was frustrating to quit the Rotterdam race at the 32 K mark, due to unbearable recurring pain. Had I continued, it is probable that my injury would have worsened to force me out of running permanently.

Mental Fatigue overpowers physical strength: With exactly the same fitness level, a runner with mental fatigue or perception of exhaustion is slower than his peer who is comparatively mentally fresh. Leaders could curb mental fatigue by creating a fair and conducive work environment. Individuals could keep themselves rejuvenated by following passions outside work, traveling, music, reading, regular exercises etc.

To run far, run together: As surprising as it may sound, running a marathon is a team sport. Eventually, being surrounded by the right co runners, family, friends, coach, physios, nutritionist, etc. gets you to the finishing line. Exactly the same in Business and Careers. Supportive workmates, family, friends, and mentors will unlock the best version of you. If you need to run fast, run alone. If you want to run far, run together.
 
Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.

Marathon Musings Of A Marketer

From the shoes and jerseys they wear to the goggles they sport and the colas they have in their breaks, everything around an athlete is a branding opportunity these days. Lokesh Suji, Director at the Esports Federation of India, says there is equal opportunity when it comes to cyber athletes.

Esports comes with huge branding opportunities, he says. Suji says the segment is also giving birth to a whole new category of influencers who are taking the branding and marketing game of esports to an all new level. Edited excerpts:

Tell us a little about where we are at the moment in terms of adoption. How popular is esports in India, especially after the surge in traffic on the platforms in the last two years?

The surge in traffic is indeed very encouraging. Thanks to the stay-at-home crowd, during the various phases of lockdowns in the last two years, adoption of both gaming and esports has been very rapid. Since people couldn’t meet up with friends or family, they picked up new habits of communication and entertainment. And casual gaming and esports are an important part of that new habit.

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What are the opportunities in the space for marketers?

The target audience of esports brings both the new-age brands as well as legacy brands to the space. There are multiple collaboration opportunities for brands. Firstly, there is an ad network which we do not prefer because we consider it a very intrusive form of advertising. During a game, there are panels and ads coming up selling something or the other. But there are other interesting opportunities in the space through which brands can interact with their TG (target group).

The easiest is to put together your own esports IP. Then there is team sponsorship and title sponsorships. Brands can also come on board as a partner or sponsor of an existing esports IP. Brands can always invest in development of the sport like it happens in any other sport formats. They can set up training centres wherein training can be given to esports players. The centres can be both online and offline. This is the kind of collaboration the country needs right now. There is no dearth of talent in the country but we definitely need upskilling so that our players perform well at both domestic- and international-level tournaments. Lastly, they can also come on board with the federation as a partner and be a part of all the activities the federation puts together to increase reach, access, popularity and engagement. Ad networks should however be the least preferred option.

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How important is the role of content in driving growth in the segment? How are marketers using it?

Content is one of the most interesting aspects of esports today. Those that are creating content in the space are actually leading the segment and making more money than the ones who are just players. All thanks to the reach and engagement of this content. These creators are live streamers and a subset of these live streamers are influencers who earn revenues through sponsorships and brand engagement activities. They are all gamers who know how to keep their fans engaged and entertained while they are playing the game. There are basically entertainers in the esports space who have a live audience. Brands often work with these creators who advertise their console, mobile phones and other gaming equipment during the livestream.

The real growth begins when these creators start building a loyal fan base and a community, that’s when they become influencers.

It is difficult to ignore all the debates and discussions around regulation in the segment. Is that a deterrent for investors and advertisers?

The biggest deterrent here is the perception. There are card-based games, casual games, fantasy games and esports. The audience generally confuses the distinction between the categories and everything is together clubbed in as esports. If you are playing rummy or teen patti or even Candy Crush, it is not esports. Some would call esports as a game of skill. Unfortunately, all these misconceptions make it difficult for both the audience and the brands.

Esports is recognized as a sport world over, thanks to the Olympic Council of Asia and the International Olympic Committee. The definition should end there. The moment we confuse it with other formats of games, marketers who are new in the space confuse it with gambling, betting, etc. The world of online gaming is vague. Internationally, the other games are categorized under iGaming. We call it real money games in India. 
We should stick to these nomenclatures and not jumble everything up.

Moreover, The Public Gambling Act of 1867 is also very old. We need to revisit these and work on the perception issue. Till these are resolved there will always be a fear factor among investors who are new in the space.

We have seen a surge in traffic and we have also seen the growth in the number of businesses in the segment. What next? Where do you see the next phase of growth coming from?

Physical tournaments starting again is a huge boost and we see more and more IPs coming up every day. However, the next phase of growth will happen at the grassroots level where we will have representation from the remotest parts of India. We are already seeing players from very small towns come forward and we are hoping we will see more.

There is so much being said on NFTs and metaverse but these are not new for the esport ecosystem. However there is new tech being developed every day and the Indian startup economy is a huge booster for the esports industry because they are innovating every day in terms of tech and also bringing in the much needed investments in the space.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.

Playing fantasy or rummy or even Candy Crush is not esports: Lokesh Suji

Cricket has thrived in India, so far. Not because the sport marketed itself well or anything. Instead of the BCCI or ICC, our parents and family led the indoctrination from when we were two days old. Why did this happen? The answer is very simple. There were hardly any channels while growing up in the '90s. There was nothing binge-worthy. Content wasn’t gamed to algorithms or human behaviour. So in Ravi Shastri’s words, “Cricket was the real winner.”

It was the only ‘most exciting’ thing among the other limited things on TV. It had no real competition for years. So when sport becomes family viewing, it is very hard to break the chain. Families need ammo for small talk, if that supply isn’t coming from love marriages in the family, it starts coming from shared experiences like serials, movies and cricket.

Month in Focus LogoOnce you enter the small talk club, you don’t need marketing or content to grow the sport. This mummy-daddy marketing not only gets you viewers but gets you loyalists - the gold standard viewer. When children watch content with their parents, they also watch the reaction of parents to the content. They understand events through the perspective of their parents in their impressionable years. This is how political ideology gets passed on from generation to generation; this is also how sporting loyalty gets passed on. At least until the kids turn adults and rebel.

But this was until the early 2010s. Things changed after that. Today, we are a multi screen household. Children have their own screens, parents have their own screens and grandparents complain about everyone having their own screens on their WhatsApp window. Families are soon going to have fewer shared experiences with respect to content. Which means fewer parents peddling their favourites to the next generation. Suddenly, certain sports will have to start slugging it out in the free market for the attention and interest of the next generation.

To become a fan of a particular sport, you need to have context: Why is the win so important to a particular character? Why is someone the hero, the villain, or the underdog? Whose story do you relate to the most? We usually invested our childhoods into gaining this context. But as we grow up, we don't have the time, or the patience to invest in a sport: gain all the context, develop a perspective and fall in love with a hero or a team, for whom you can't miss a single game. And that was until sport discovered content marketing.

I restarted watching F1 (Formula 1) after watching a season of Drive To Survive. I started following the EPL (English Premier League) after a season of All Or Nothing. I started playing European football after getting hooked on the PlayStation in my office. Why did this happen? Well-produced content fast-tracked context.

At the heart of it, every game is almost a three act structure - like a movie. There's drama, an all-is-lost moment, characters overcoming difficulties in order to have a dramatic happy ending. To truly feel this thrill like a die hard fan, you need to feel for the characters.

And well-produced sporting content and video games is the fastest way to bring everyone up to speed with everything that is happening, in order to get invested into the drama and understand the story. Today for a sport to grow, the content around the sport has to be king.

When Liberty Media acquired F1 in 2017, they didn’t look at getting better race car drivers to grow the sport. They looked at content and packaging. To grow an otherwise stagnant fanbase, they had to enter into the realms of pop culture in order to get relevant again. They chose content because content breeds culture.

This is a golden opportunity for sports that have historically found it hard to get an audience to put itself on the map.

And at the same time, it’s a massive threat to sports that has built its fandom based on the monopoly of single screen homes. With a generation that is suffering from dwindling attention span and dopamine addiction, cricket in particular could be under significant threat. T20 has saved the sport, but is that enough?

Sporting bodies need to start understanding the importance of content. They can start by going easy on YouTubers and content creators who use their footage in their content. Yes, monetise your IP and footage rights by striking deals with billion-dollar corporations instead of using the same terms to go after a YouTuber who makes a few thousand rupees on revenue when their video goes viral.

In fact, start paying anyone who is using your content and going viral because they are marketing your sport and placing it in pop culture. M.S. Dhoni can hit a six in the last ball, but if you don’t create enough interest before the match to bring in the viewers, nobody is going to watch that six over long on.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports

Why content around the sport has to be king

Every sport-sponsoring brand works hard with the intent to expand the passion and excited enthusiasm fans have for their favorite sport to also include the sponsoring brand. The fact that the typical sponsorship comes with a spectrum of activation opportunities, the magnetic pull of live events, B2B hospitality opportunities and global reach – makes for a sweet deal.

With the convergence of physical and digital in the world of sports, and the growing popularity of hyper-reality experiences, it’s even more of a blast to be a sports fan, and, of course, a sports sponsor. Having said that, in the same way marketers are inextricably focused on consumers and their evolving needs, sports-sponsoring brands have their sights set on fans – whether in the real world or virtual.

If sports fans will be more spontaneous, more conscientious or more adventurous, then brands seeking to win mind space with them must create avenues for their passion and purpose – and technology is but a means to this end.

Here are some broad strokes of the evolution I believe sports fans are moving towards, and some ideas for how sport-sponsoring brands can keep up:

Some things won’t change, how we respond to it will.


For example, beyond star athletes and state-of-the-art stadiums, spectators have and will always immensely value something far more basic: that cliff-hanger game and the suspense of not knowing who will walk away with the prize.

Research corroborates this timeless truth. But today, what we can do with breakthroughs in data analytics, AI and digital is put stats and insights in the hands of fans, in deeply immersive ways, that can make the nail-biting journey to the finish, an experience to cherish.

I’ll never forget how fans were thrilled when Nadal defied the AI win predictor’s 4% odds to win the Australian Open 2022 and beat AI, Medvedev and his demons to win the coveted 21st Slam. Or more recently in the Champions League semi-finals when Real-Madrid overturned a 1-goal deficit to Manchester City again defying the 99% win predictor in the 89th minute!

Sports in the digital world will mean more space to play to the fan gallery.


Digital real-estate for sports – like all digital real-estate – means more space for sponsorships and endorsements but also economies driven with cryptos and trading platforms for NFTs. A much talked about move last spring was how cryptocurrency marketplace FTX was named the exclusive cryptocurrency exchange partner of the NBA Favorite Miami Heat.

With the metaverse touted as an annual trillion dollar industry to be, a market consolidation where NFT collectibles, crypto, ticketing, betting, OTT and fantasy players coming together seems somewhat inevitable. Bundling fan packages, offers and experiences will become the order of the day.

In India, for example, while the IPL is on, almost everyone enjoys creating a tactical team on Dream11 to try their fortune and at the same time view the match on Hotstar. There may be an opportunity here to consolidate OTT viewing with Fantasy league, link it with special ticketing offers, develop NFTs and craft a custom experience for a loyal fanbase. I believe that might play out rather interestingly!

Esports will offer alternate means to engage with alternate fans on their own turf.


Competitive esports watched by spectators is growing in popularity – publicly announced esports sponsorship deals have grown from just over 450 in 2016 to 2000+ in 2021. With a fan demography ranging from 18 to 34 years old and encompasses nearly 30% women and 70% men, it’s a great way to reach an otherwise somewhat elusive audience: digital, high-income, passionate young people - who are more likely to reward brands that show support for their preferred esports league or player. F1, tennis, football and basketball – the opportunity is clearly ubiquitous.

Growing demand for deeper content-driven human connect.


Fans are lapping up the story behind the sport and its teams and athletes. This could lead to unbundling live and non-live content sponsorships to drive visibility on platforms such as Netflix, Amazon Prime, Hotstar and the like. For example, ESPN is enjoying increasing ratings since it took over broadcasting F1 in 2018 moving from an average viewership of 554,000 that year to 927,000 in 2021, yearly rises tallying with the growth in popularity of each subsequent series of Drive to Survive.

Learning from their success, the entire tennis community including the 4 Grand Slams, ITF, WTA and ATP have come together and are launching a new Netflix series on tennis in 2023. This is emerging as one of those new-age growth drivers for sports organizations and only a matter of time before it becomes a norm to bundle sponsorship play with story-telling.

Making societal impact will make a difference.


Humanity has seen some truly testing times these past many months and now more than ever fans look up to the sports ecosystem to come together purposefully - impact the well-being of athletes, the community, the planet and simply do good. A telling example is how early last year, The Premier League launched its No Room For Racism Action Plan, outlining a series of commitments aimed at creating greater access to opportunities and career progression for Black, Asian and other minority ethnic groups in football, and actions to eradicate racial prejudice. Fans appreciate more of that, and smart brands won’t miss the opportunity to respond.

Quite clearly, the world of competitive sports is evolving. Dimensions such as the rising viewership in women’s sports, increased interest in college level sports leagues especially in the US and growing demand in the sports betting market as it bats for legalization will continue to be trends to keep an eye on. And yet, traditional ways of sponsorship marketing will continue to hold sway - whether through digital signboards on broadcast TV, advertisements, player endorsements, or live match viewing experiences and sponsorships. For sports fans and sponsoring brands - it’ll continue to be a team sport.

Deepening the sports-brands-fans connection

It was a gloomy Tuesday morning in central London.

I was in the heart of Mayfair walking up to The London Sporting Club where I was joining two very profound sportsmen from England, who also happen to be managed by my company, and a well-known British sports journalist, for a breakfast interview.

After exchanging some pleasantries and sipping our black coffee, we got down to business. The questions came in one after the other and I seem to have hit them out of the park quite easily…..until this one.

“During my last trip to India it appeared to me that most Indians are dealing with ‘hurry sickness’. I mean they seem to be running all the time (haha!) which makes me wonder how come you guys have not produced any (Usain) Bolts and (Sir Mo) Farahs so far, 1 eh?” (mocked the journalist)

After a momentary pause, I sipped my coffee and reciprocated, “Well mate, aren’t you just happy with our globally renowned cricketers?”

A dull silence followed. I think the journalist understood I didn’t have an answer to his question so he smiled and graciously moved on. But the question was stuck in my head for a very long time.

India is the second most populous country in the world with the worst Olympic record in terms of medals per head. In 2012 we bagged six medals which was one for every 200 million people. None in track and field. In 2016 Rio we bagged two, that’s one for every 600 million. None in track and field. And in 2020 Tokyo Olympics, we bagged seven in total. One out of them was in athletics (track and field) won by Neeraj Chopra and more interestingly it was India’s first medal in athletics in 72 years. Yes, the first.

Let’s face it: India’s performance in track and field has been dismal and the picture is far more grim and grey when it comes to “running”. The question asked by the journalist to me at The London Sporting Club is a question we should be asking ourselves.

Why haven’t we produced good runners? How come Kenya produces them in hordes which is a sixth in size, and much less privileged and scientifically advanced than India? (with all due respect)

If the film Paan Singh Tomar has taught us one thing, it’s the desperate need to recognise and groom home-grown talent. I once heard a government official say it with a grin, “What is the need for producing runners when we have our cricketers who can hit fours and sixes and make others run to get back the ball?”

We suffer from what I call the ‘comfort-zone syndrome’. Cricket works, so all things sports in India become about the bat and ball.

The problem lies in our mentality.

See, the babus sitting in sporting authorities couldn’t care less, but the fact is neither do most of you reading this right now. All you want to know is the score in an ongoing cricket match, because that is where the buck stops. `

I don’t believe that our inability to produce runners is due to the lack of talent available in India. On the contrary, it is the lack of willingness and a vision to find them, train them and get them ready to become globally competitive.

When are we going to learn new names outside of PT Usha and Milkha Singh? How many more decades do we have to wait for the next Dutee Chand to come into the limelight? Why do we not have a Hima Das sprinting out from every state today? Do you know who Avinash Sable is? Of course you don’t. But FYI, he is a steeplechase runner from India who recently smashed the 30-year-old men's 5000m national record in the US.

Well, till we put a stop to considering “running” as a fitness entertainment and start seeing it as a professional sport; nothing will change.

Yes, Milind Soman may have managed to keep conversations about running alive on Page 3 but that has not helped us identify new talent to represent India. Brands like Airtel, TATA and Standard Chartered may sponsor marathons across the country but that is just one day in a year when we see hashtag (#) running trending on social media in India.

How many brands except Bournvita have invested their dollars towards creating running based ad films? How many of them have used our Indian runners as their brand endorsers? When was the last time you read an article about running or runners in India?

Unless the sports ecosystem joins hands with the media to make running popular, runners popular and give enough prominence to athletics as a career choice, we will never produce enough Olympic medal winners, definitely not in running.

Although I strongly believe we can actually produce more globally competitive runners than any country in the world - because we not only have the population to justify it but also the advanced infrastructure today to get them ready for the big races.

It’s actually not that difficult to find these talents from across the length and breadth of our country. Perhaps, all we may need to do is run a talent hunt like the Indian Idol. I am sure we will find India’s fastest runners in no time! And once we do, we must give them the highest and most sophisticated platform to be trained by the best trainers and coaches from around the world.

At the same time brands and corporations must step in with investments commitments and the media must start writing and talking more about running than they ever did before.

Now that I think about it, maybe my own company can start this hunt in India and create an exclusive IP that churns our runners every season. While we are on it, let me run out and make some quick calls to my team. But hey, whether we do it or someone else does, please lend your support to help them reach the finishing line.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.

Why India needs an Indian Idol-esque platform to hunt for talented runners

India has two great loves - sports and Bollywood. It is a language that unites the entire country and makes such a diverse nation run through a unified feeling. The Indian sports industry is a very relatable platform for interactions, often having the capability to drive a message globally. It is no surprise, thus, that marketing through sports events is increasingly becoming popular today.

To put it clearly, imagine the billboards that you would see while driving down the highway. Go back about 30-40 years and you will hear stories about how actors like Amitabh Bachchan and Dharmendra ruled the hoardings, advertising across brands, banking on an average Indian’s adulation for Bollywood. Cut to the

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present, and you will find cricketers like Virat Kohli, M.S. Dhoni and the Pandya brothers splashed across realistic adverts. Not only cricket. India’s growing love for sports stars has seen eclipsing popularity for shuttlers like P.V. Sindhu and athletes like Neeraj Chopra. Sports is transcending Bollywood in many ways, giving us relatable idols who have had humble backgrounds.
Current sporting events in India are more than mere competitive events; they are more carnivalesque extravaganzas with viewers celebrating a common cause - entertainment. It draws people from all backgrounds, and this becomes a platform where a brand can successfully create a relationship with its customers. The sporting ground helps create a unique connection and following like no other. In no other modes of marketing would you be able to grab attention spans so effectively as sports. This is where sports marketing cuts the cake.

Like moths to a flame: the power of the field

The sporting ground is like a temple which can attract millions of followers, helping in the desired outcome. It is the best space for start-ups to advertise, because they get a wide visibility at an affordable price.

Startups are under severe pressure to scale, build brand awareness and drive profitability. To achieve this, it becomes very important to be visible in large-scale events that are sure to attract millions. TV and print ads do not guarantee optimum viewership always. With sporting events, punctuating breaks with your brand logo assures visibility. Sporting events simplify these and establish connect and engage with such a large audience. Be it IPLs, Kabbadi tournaments or football matches - these events draw in millions into a pool that brands may tap, create a recall, and ultimately lead to conversion.

In today’s era, sports marketing serves a variety of opportunities. Fans are enjoying matches – in the stadium, on their television sets, and now more so on-demand on their mobile handsets. Each new format has broadened the marketer’s basket.

Think long term

With celebrated sportspeople endorsing established brands to start ups across various business lines, ranging from steel, BFSI, automobiles, etc., their potential in the marketing scenario has become immense. A new and promising athlete or sports personality endorsing a startup means tapping a newer audience and also giving way to new product lines in newer geographies.

Pandemic or not, the show must go on

The sports marketing game is always evolving. A marketing manager never disrupts but engages with potential customers. So, while the mode of engagement has changed, the core remains the same.

In fact, the platforms for conversations have evolved now. Instead of pushing out advertisements, we have an opportunity to talk directly with a sports fan. Also, with athletes so active on social media, the interaction has become so much more authentic. The ground is ripe for sports marketing now. Companies, especially startups, who go about it the right way will be in a position to become leaders in their respective industries, driving engagements to conversions, and creating an indelible mark with innovative marketing disruptions.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.

Why are startups betting big on sports marketing?

In the early '80s, Usha International’s former chairman late Siddharth Shriram, who was a golf enthusiast, was thinking of ways to bring fitness to city dwellers’ lifestyles. With Shriram’s goal in mind and with his direction and drive, the company flagged off one of the first marathons in the country. This was well before running and marathons drew people by the thousands from all walks of life in India.

Not many may remember or are aware of this activity because Shriram never saw this as a marketing opportunity, says Komal Mehra, head, sports initiatives and associations, Usha International. “He wanted to create platforms for sports where there isn’t too much clutter. As a brand, we haven’t taken authority on any particular sport. We have always been enablers and have focused on creating partnerships to enhance sports experiences,” adds Mehra.

Professional golf programmes were formally introduced by Shriram, especially to encourage women golfers. Today, Usha International supports the DGC Ladies Open Amateur Golf Championship and Army Ladies Amateur Golf Championship. “Sports have no barriers. That’s why there is a gold mine of opportunities for brands to nurture sports culture,” Mehra tells Storyboard18. According to her, for Usha International marketing came much later in the brand narrative.

Associations with a difference

Usha International is the first brand in India to promote Ultimate, originally known as Ultimate Frisbee, a non-contact team game played with a flying disc. Over the years, the company has supported Ultimate Players Association of India’s (UPAI) Ultimate Championships across the country as the title sponsor. The company with the help of non-profit organizations across the country ran a pilot coaching program in Delhi. As part of this, Ultimate was taken to children in primary and secondary schools. The brand also supported various institutions like St Stephens and Ashoka University, among a few others, with international standard discs – Discraft discs. The sport was also taken to lower-income communities with the help of different NGOs.

Mehra, who is an Ultimate player too, explains why Usha International showed interest in the sport. “It’s not a popular game but it’s one of its kind. Anyone can play this game. All you need is a frisbee which we source from the States and an open ground. The investments are minimal. It’s one of the few sports in the world in which men and women play together. It brings in gender equity, sportsmanship, and fitness.” Ultimate is also a non-refereed sport that at various levels teaches players integrity. Usha International with Ultimate Players Association of India has been popularising the sport in the deepest pockets of India.

For instance, the brand is introducing Ultimate in rural India through Usha Silai Schools, which is a community built by the brand that empowers women in villages to become entrepreneurs through sewing and setting up sewing schools. The company, in partnership with local NGOs, sets up Silai Schools in some of the country's most remote and rural corners. Currently, there are about 29,450 Silai Schools.

Usha International is also invested in indigenous sports. The indigenous region-specific sports the company supports include Mallakhamb in Tamil Nadu, Siat Khnam (Archery) in North-East states, Kalaripayattu (a form of ancient Martial Arts) in Kerala, and a few others are in the pipeline. Mehra says that supporting indigenous sports is like being a part of people’s celebration and happiness. “Most of the time it’s not about competition. It is the participation that counts.”

Winning over challenges

The pandemic paused several on-ground plans for Usha International. Mehra admits initially it was challenging and even disappointing. However, the brand went online to create communities. Through the digital platform Usha Play, the brand featured sports personalities, coaches, and their journeys through documentaries, podcasts, Reels, infographics, and contests. Some of the guests have been Brian Lara, Mumbai India players Rohit Sharma, Ishan Kishan, and Keiron Pollard, among many others.

The Indian Premier League was one of the few sports events that were conducted during the pandemic. Usha International has been partnering with Mumbai Indians for the last nine years. Mehra says long-term associations in sports matter.

“Being a part of sports makes our brand young too. That way we will know the pulse of the youth closely.” Having said that, she also observes that sports shouldn’t be just looked at as a source of glamour and entertainment: “Sports has enhancing powers. It changes people’s lifestyles and outlook toward life. Those are the areas where brands need to create conversations.”

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports.

How Usha International is nurturing sports culture in India

In August 2021, when ace shuttler P.V. Sindhu won her second Olympic medal, brands flocked to congratulate her for the historic moment. However, Baseline Ventures, the sports marketing agency that manages all commercial deals for Sindhu, didn’t think it was a great idea. The agency sent legal notices to around 20 brands on her behalf, seeking damages worth Rs 5 crore from each for unauthorized use of her name and pictures for marketing purposes.

In March this year, when Lakshya Sen came in second at the 2022 edition of the All England Open Badminton Championship, Baseline Ventures got calls from a few brands seeking permission to use Sen’s name and photographs for moment marketing campaigns. The agency declined and sent the brands the commercials if they wanted to use the shuttler’s pictures and name.

There weren’t many takers after Baseline asked the brands to pay up if they wanted to ride on the shuttler’s success.

Ramakrishnan R., co-founder of Baseline Ventures tells Storyboard18, “It’s not fair for brands to ride on the success of a sportsperson just for moment marketing campaigns. Honestly, they are using it to only grab attention for themselves.”
With Kidambi Srikanth, Lakshya Sen, and doubles pair Satwiksairaj Rankireddy and Chirag Shetty, recently bringing home India’s first-ever Thomas Cup, Ramakrishnan believes while the spirit of the nation is positive towards the sport and the players, it will still be a hard sell to marketers.

“It is no rocket science why a brand supports a sportsperson post a successful event. When you pitch a non-cricketer to marketers, they want to know the eyeballs the player will bring in. They evaluate the factors with a micro lens. In my opinion, the comparison with cricket is unfair. Cricket will always be a popular sport because there is strong economics behind it. Having said that, every sport is unique and will bring value to brands,” explains Ramakrishnan.

He admits that when Sindhu was just climbing the success ladder, it was difficult to win the confidence of brands.

Today, Sindhu has over 10 brands in her portfolio. Vizag Steel, Bank of Baroda, Li Ning, Spinny, Stayfree, Bridgestone, Asian paints, Visa and Maybelline, among others have been supporting Sindhu. The endorsement deals are in the range of Rs 3-4 crore.

In 2020, Sindhu’s brand value was about USD 12 million and it could go up by 20-25 percent this year. Srikanth has long-term deals with Bank Of Baroda and Li Ning. For Sen, Baseline Ventures is in talks with a few brands. Currently, he has Herbalife, Country Delight and Japanese sports equipment manufacturer Yonex in his kitty. Rankireddy and Shetty are also on the Baseline Ventures’ roster. The duo are also supported by Yonex, a brand that has been instrumental in supplying world-class equipment to Indian shuttlers.

Saina Nehwal, a two-time Commonwealth Games gold medallist and 2012 London Olympics bronze medallist, also had her share of big endorsement wins. Over the years, she has promoted brands like Herbalife, Star Sports, Godrej, No Marks, Emami, Sahara, Indian Overseas Bank and Iodex among others.

According to Ramakrishnan, the best kind of brand associations in sports are the ones that become a part of an athlete’s journey. “It’s a game at the end of the day. There are going to be ups and downs. Marketers who stand by an athlete during good and bad days are remembered by consumers too.”

Off-the-court performance


The success stories of shuttlers in recent times prove that a robust system for the sport is in place, says Anil Jayaraj, CEO, Viacom18 Sports.

Today, badminton has become a household name, believes Jayaraj. “At the top level, badminton is played for over 30 weeks around the year, so players have substantial opportunities to prove their mettle and be seen,” he adds.
Sports18 and Viacom18’s OTT platform VOOT were the official broadcast partners of BWF Thomas and Uber Cup. They are also the official broadcaster for all BWF World Tour events including the upcoming Thailand Open, followed by Indonesia Masters, Indonesia Open, and the BWF World Championships later in the year.

Nikhil Paramjit Sharma, founder and CEO, Zlait Sports Management, says sports performance off the pitch starts mirroring the performance on the pitch or court sooner than later. “Badminton now is a pan-India sport and not just restricted to a few strong pockets. So the identification that India has as a country with the sport is stronger and more entrenched than it was maybe even a decade ago,” he says.

Brands are also investing to go deeper into different pockets of India with minimal marketing and maximum on ground support. For instance, in the past The Tata Trusts have partnered with the Pullela Gopichand Badminton Academy (PGBA) to promote badminton in Mizoram.

Last year, the Padukone Sports Management (PSM) founded by Indian badminton legend Prakash Padukone and Vimal Kumar hosted one of India's biggest grassroots badminton tournaments. Earlier this year, the head national coach of the Indian para-badminton team, Gaurav Khanna and Ageas Federal Life Insurance got together to set up India's first Para-badminton Academy in Lucknow. The effort is to encourage more para-shuttlers to come on board.
Badminton Association of India and Japanese sports equipment manufacturer Yonex also have grassroots programmes to popularise the game and encourage young talent. However, for the sport to grow even more, there has to be more grassroots movements in training and tournaments.

“Brands could actively participate in the sport across all levels of the player pyramid to ensure the fervour for the sport is maintained in competitive as well as recreational participation,” he suggests, adding that a content-led marketing approach will benefit brands to attract more talent on the court.

Note to readers: Storyboard18’s new Month In Focus initiative spotlights themes and topics that are pushing marketers to reshape and rethink how brands interact with today’s customers. Our first theme is Just Sports, a special spotlight on sports marketing presented by Sports18. We bring to you stories of how marketers are harnessing the power of technology, innovation and creativity in sports to create powerful storytelling in campaigns that increase affinity and loyalty with audiences. From traditional sports platforms around cricket to emerging games and the rise of esports, we get leading voices from the marketing and sports worlds to give us sharp and fast insights into future-facing marketing practices. Also, tune in for analyses which will surface ideas and strategies that are helping brands to level up experiences and storytelling with authentic collaborations. So watch this space for Just Sports

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