The Effectiveness of Sports Marketing Amongst Different Age Groups in Delhi NCR and Aurangabad

International Journal of Economics and Management Studies
© 2023 by SSRG - IJEMS Journal
Volume 10 Issue 8
Year of Publication : 2023
Authors : Rishi Sai Kattunga
pdf
How to Cite?

Rishi Sai Kattunga, "The Effectiveness of Sports Marketing Amongst Different Age Groups in Delhi NCR and Aurangabad," SSRG International Journal of Economics and Management Studies, vol. 10,  no. 8, pp. 21-31, 2023. Crossref, https://doi.org/10.14445/23939125/IJEMS-V10I8P104

Abstract:

Marketing creates a sense of urgency and importance around a product by highlighting a specific need or desire in consumers. This motivates consumers to make a purchase, viewing your product as a necessary and valuable addition to their lives. There are various ways through which marketing is carried out in Outdoor Marketing, Print Marketing, Digital Marketing, and Sports Marketing. The sports industry is growing rapidly, attracting billions of followers worldwide. This provides a great platform for brands to promote their products and reach large masses worldwide simultaneously. Sports marketing is becoming one of the most effective forms of marketing, thus making it important to study. The present study aims to assess the effectiveness of sports marketing. It was carried out using a sample group of three age groups belonging to the upper socio-economic background from Delhi NCR and Aurangabad, India. It was found that cricket is the most popular sport in India. Out of the sample group, the majority of people have used a product as a result of watching a sport, which proves that smart marketing is an effective tool for marketing; however, other factors such as brand reputation, pricing, accessibility, and customer loyalty may also play a crucial role in influencing consumer behaviour.

Keywords:

Delhi NCR - Aurangabad, Digital marketing, Sports marketing, Cricket, Socio-economic background.

References:

[1] The 10 Most Popular Sports in India, The Sporting Blog, 2023. [Online]. Available: https://thesporting.blog/blog/the-10-most-popular-sports-in-india
[2] Debashish Chakraborty, Case Study on CRED’s Successful Growth Story with IPL 2020, Afaqs, 2020. [Online]. Available: https://www.afaqs.com/news/brands-and-sports-marketing/case-study-on-creds-successful-growth-story-with-ipl-2020
[3] Javed Farooqui, and ET Bureau, End of HBO Deal May Take Some Shine Off Disney+Hotstar, The Economic Times, 2023. [Online]. Available: https://economictimes.indiatimes.com/industry/media/entertainment/media/end-of-hbo-deal-may-take-some-shine-off-disneyhotstar/articleshow/98502118.cms?from=mdr
[4] 4 Ps of Marketing: What they are and how to Use them, Coursera, 2023. [Online]. Available: https://www.coursera.org/in/articles/4-ps-of-marketing
[5] Christina Gough, Size of Sports Sponsorship Market Worldwide in 2022, with a Forecast for 2030, Statista, 2023. [Online]. Available: https://www.statista.com/statistics/269784/revenue-from-sports-sponsorship-worldwide-by-region/
[6] India’s Sports Fan Base Stands at 136.3 Million People: Report, Brand Equity, 2022. [Online]. Available: https://brandequity.economictimes.indiatimes.com/news/research/indias-sports-fan-base-stands-at-136-3-million-people-report/90822230
[7] Lata Jha, Back Digital Sports Revenue to Touch ₹4,360 Crore by FY26, Live Mint, 2022. [Online]. Available: https://www.livemint.com/Sports/News/Digital-Sports-Revenue-To-Touch-Rs-4-360-Crore-By-Fy26-11668595275662.Html
[8] Nathan McAlone, Netflix is Over 12 Times More Popular than its Competition Among Younger Viewers, Business Insider, 2022. [Online]. Available: https://www.businessinsider.in/netflix-is-over-12-times-more-popular-than-its-competition-among-younger-viewers/articleshow/54858574.cms
[9] Ashwin Muralidharan, Who is the Most Popular and Famous Soccer Player in the World?, Goal, 2023. [Online]. Available: https://www.goal.com/en-in/lists/who-is-the-most-popular-and-famous-soccer-player-in-the-world/blt89995e9134d9899f#cs358d341cb3387809
[10] Kevin Omuya, How Many Sports are there in the World? A List of All Sports and Games, Sports Brief, 2023. [Online]. Available: https://sportsbrief.com/other-sports/33197-how-sports-world-a-list-sports-games/#
[11] Deepti Patwardhan, How Formula One is Zooming in Popularity in India, Red Bull, 2023. [Online]. Available: https://www.redbull.com/in-en/f1-popularity-in-india
[12] Paytm to Spend Rs 500 Crore on Brand Promotion in Sports Events, The Economic Times, 2015. [Online]. Available: https://economictimes.indiatimes.com/news/economy/finance/paytm-to-spend-rs-500-crore-on-brand-promotion-in-sports-events/articleshow/48973084.cms?from=mdr
[13] Toni, 2023 Sports Viewership Statistics: How Many People Watch Sports?, Cometoplay, 2021. [Online]. Available: https://cometoplay.co.uk/interesting-facts/sports-viewership-statistics
[14] Start Selling with Shopify Today, Shopify, 2022. [Online]. Available: https://www.shopify.com/blog/types-marketing
[15] Virat Kohli Continues to Rule Social Media, Becomes First Cricketer to Reach 50 Million Followers on Twitter, Times Now, 2022. [Online]. Available: https://www.timesnownews.com/sports/cricket/virat-kohli-continues-to-rule-social-media-becomes-first-cricketer-to-reach-50-million-followers-on-twitter-article-94168563