MUMBAI: The year 2014 has been a wonderful one for sports in India. With a number of sporting leagues starting and big conglomerates putting in their money and muscles to make India a multi sport country, the brands are ready to jump on to the band wagon.
To run the show, finances of a large magnitude, a sustained and reliable inflow of premium information and analytics is of crucial importance and so is the evaluation to help clubs, teams, franchise owners or sponsors to better understand the returns of sponsorships as well as, provide a frame of reference for future projects and aids in the planning process. However, not all has been and can be evaluated. So, here comes Repucom, a sport marketing research company, which helps find a solution to this.
The research company, with more than 20 offices worldwide and 1000 plus clients, conducts sponsorship evaluation, market research, consultancy, media evaluation and commercial auditing. And keeping an eye on India’s growing sport culture, Repucom is all set to cash-in on the frenzy.
Repucom south Asia senior VP and India director Joseph Eapen says, “India is one of our key country of interest, from a cricket crazy country, now a truly a multi-sport country. From the past seven years, we were providing the sponsorship ROI metrics for cricket – IPL and all homes series; then came HIL, IBL, racing, and this year we are providing the same for Pro Kabaddi League, Indian Super League, running and International Premier Tennis League. So it is an important time and we are on it to quantity the investments.”
So how is it all done?
The company covers a varied amount of sports research through its various initiatives. It conducts sponsorship evaluation for TV, print and the online space. It arrives at ROI in terms of 100 per cent advertising equivalency and mainly quality index that quantifies the ROI on the basis of the quality of integration with the sport or any branded content. The quality factor it considers is size, duration, position and number of brand hits.
Through social intelligence it picks up drivers of social conversations like the rights holders, the event, the sponsors, the celebrity associated with it or the promotional activities around an event, organic and otherwise and develop a KPI score card that provides clients insights on a pre-event, weekly, monthly as well as post event basis. In the case of the Hero ISL, it was done on a daily basis.
Through Bespoke Research it utilizes methodologies tailored to the individual requirements of clients. Sports DNA is a sponsorship planning and monitoring tool for clients pursuing an international strategy. According to Eapen, it is the world’s largest multi-client sports study, running consecutively since 2000, allowing high-quality market research via consistent and comparable methodology. It is built upon a twice-yearly survey of over 30 markets worldwide to deliver a wide range of insights globally.
Follow this link to read the complete IndianTelevision.com article with Joseph Eapen.