Indian cricket fans have tribal passion akin to mature soccer markets: Study

MUMBAI: The cricket fan base in India is very homogeneous, making it easier for advertisers to address a mass nationwide reach.

There is another deeper benefit for marketers taking to cricket, a research by Octagon Worldwide pointed out. Unlike the UK where Test and T20 cricket had inherent brand images that are diametrically opposed, in India the perceived image profile of T20 is very much aligned with Test cricket. This makes it easier for Indian sponsors to create an effective and efficient consumer-relevant pan-cricket activation plan.

Test cricket fans have a similar tribal passion that is found in mature European and South American football markets. The overall Test cricket fan profile proved to be very tribal, with a clearly defined hierarchy of factors.

Said Octagon Worldwide chief strategy officer Simon Wardle, "Team devotion is the primary factor behind the passions of India?s Test cricket fans. In fact, in many ways it is similar to the tribal Passion Drivers profiles that we have found for football in mature European and South American football markets. However, it was very different to the Passion Driver factors revealed by similar studies in England, South Africa and Australia where there was no dominant factor."

Cricket offers tremendous activation opportunities that Indian marketers can leverage upon. "We identified four different types of cricket fans and three of those four fan typologies had Team Devotion as the number one factor. This high indexing of the Team Devotion factor is good news for Indian marketers using test cricket as a marketing platform since it suggests activation strategies leveraging team assets and equities will resonate best with test cricket fans," said Simon Wardle.

Research among India?s avid cricket fans conducted recently by sports marketing firm Octagon Worldwide aims at increasing the understanding of the cricket fan base and offers positive, actionable insights for marketers using the sport as a platform to reach their consumers.

The latest findings result from Octagon?s Passion Drivers research initiative that enables sponsors to develop compelling and relevant sponsorship leveraging programmes based on a quantified understanding of why fans are so passionate about their favorite sports.

Wardle, the creator of Passion Drivers, said that the research examined both Test cricket and the Indian Premier League (IPL).

Cricket?s ability to attract corporate sponsors is not surprising. Said  , "By understanding what drives cricket fans? passions and how that, in turn, shapes their attachment and desire for products, corporate cricket sponsors can focus not just on generic fans, applying ???one-size-fits-all activations, but can focus on the factors that will truly motivate fan behaviour."

Octagon began its proprietary research into sports fans? passion seven years ago and has since studied some 75,000 avid fans of over 30 sports in 13 countries. The Team Devotion factor is one of 12 primary factors that drive fan passion for sports, and is defined as, fans? love for their team bordering on obsession and unquestioned loyalty.

Other factors include:

Active Appreciation: Fans? ability to call upon personal experience playing the game now or at some point in their lives.

All Consuming: Power of the sport to draw the fan in to the point where nothing else matters while the game is being played.

Gloating: Appeal of reveling in the agony of rival fans when their team loses.

Personal Indulgence: Sport is seen as a selfish reward—an excuse for "me time."

Player Affinity: Fans? interest in relating to sports stars as people. Player Excitement: Pure hero worship and admiration for their

athleticism and skills.

Love of the Game: Pure enjoyment of the sport and competition regardless of who is playing or who wins or loses.

Nostalgia: Combines the history of the sport and personal recollections of watching the sport growing up.

Sense of Belonging: Being part of a group of like-minded fans (of the same team).

TV Preference: How fans prefer to follow the sport. TV often provides a more satisfying experience than attending in person or participating.

Talk and Socialising: Sport as a topic of conversation and a means to build friendships.

The importance of these factors in terms of the degree to which they contribute to fan passion varies significantly from sport to sport and based on this study, Octagon has discovered that a sport?s fan base in a particular country can include fans that follow the sport for very different reasons.

"With this new insight, corporate sponsors of cricket in India can build unique, relevant compelling leveraging programs that connect to the passions of their customers," Wardle concluded.

Latest Reads
HUL top advertiser; Dettol enters top 5 in BARC week 32

The Broadcast Audience Research Council (BARC) India has released its data for last week’s top advertisers and brands between 4 August to 10 August 2018.

MAM Marketing Brands
SBI hands over media mandate to DDB Mudramax

Indian bank, State Bank of India (SBI), has appointed DDB Mudramax as its media agency for media duties.

MAM Marketing Brands
Paytm Mall targets $10 bn annualised gross sales by 2019

With the aim to garner a bigger slice of India’s growing online retail market, Paytm Mall, owned by Paytm e-commerce, has ramped-up its efforts to expand the business. 

MAM Marketing Brands
Yamaha's 'The Call of the Blue' is launched as the new exciting brand campaign

India Yamaha Motor Pvt. Ltd. developed its new brand campaign ‘The Call of the Blue’ in order to draw a parallel to its product planning, marketing and customer engagement strategies with the brand’s global image of ‘excitement, stylish and sporty’.

MAM Media and Advertising Ad Campaigns
Isuzu Motors signs Jonty Rhodes as Indian brand ambassador

Isuzu motors, Japanese car manufacturer, has signed on former South African cricketer Jonty Rhodes as the brand ambassador to promote the brand and its latest product V-Cross in India. The brand will complete six years on 21 August 2018 in the Indian market.

MAM Media and Advertising People
UCB's first social experiment in India #UNITEDBYHOPE

Reaffirming its commitment to challenge social norms and fearlessly address issues focused on secularism and non-discrimination, United Colors of Benetton marked India’s 72nd Independence Day with a digital film titled #UnitedByHope, celebrating India’s unity in its diversity.

MAM Marketing MAM bolsters senior management team to pursue expansion plan

To pursue its ambitious growth and expansion plans, recently strengthened its senior management team with experienced talent.

MAM Marketing MAM
The Advertising Club announces the Category Awards for Marquees 2018

The Advertising Club today announced the various sector and special category awards for Marquees 2018.

MAM Marketing MAM
White Rivers Media celebrates 6th anniversary

In India, one of the fastest growing independent agencies White Rivers Media has recently completed its six years in social media and digital marketing industry.  

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories