Cricket: Global Sponsorship - Product Image

Cricket: Global Sponsorship

  • ID: 3097119
  • Report
  • Region: Global
  • 92 Pages
  • International Marketing Reports Ltd
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Analysis of cricket sponsorship around the world
The 92-page report is the most in-depth analysis of the cricket sponsorship market to date. It lists 788 deals from around the world with either reported values or estimates. This provides the reader with a clear picture of who sponsors cricket and how much they pay. The data is further analysed using 60 charts and tables to show detailed analysis and trends by country, by industry sector, by company and by international source of sponsorship investment.

Key issues identified include:

- India now biggest sponsorship market
- Rights holders struggling to maintain fee value
- Scandals have hit rights fees
- Developing countries have mature sponsor profile
- Developed countries have problem with 'old' sponsorship profile
- Rights durations short in India - a problem for BCCI in particular
- Financial services spend less on cricket than other sports
- Alcohol still a major player in all major nations
- Too much clutter in English cricket
- What is the sponsorship profile for all cricketing nations?
- Why does that profile need to change?
- Which industry sector doesn't bother with the ICC?
- Can Australia and the West Indies grow their rights fees?
- Why might doping and match fixing scandals not hurt sponsors?

Professionals involved in cricket sponsorship will benefit from an improved knowledge of deal values and the structure of sponsorship within cricket. It will enable to them have a better understanding of values, of opportunities and of the companies and rights holders involved.

The report reduces the time spent getting a full knowledge of cricket sponsorship and informs negotiations, decision making and provides enhanced reporting.

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1. Executive Summary
- Cricket sponsorship passes $400 mark
- India and IPL driving growth
- Scandal and corruption holding cricket back
- Formats and busy calendars

2. Introduction
- Upheaval and uncertainty
- Progression in question
- The question of format
- The decline of Australia and the West Indies
- Implications for sponsors

3. Cricket: Global sponsorship spend
- Cricket sponsorship passes $400m
- Cricket sponsorship by rights holder
- Cricket sponsorship by industry sector
- Financial services leads
- Telecommunications
- Soft drinks
- ‘Developed’ and ‘developing’ world comparison

4. Cricket sponsorship by company

5. Cricket sponsorship analysis - International rights

6. Cricket sponsorship analysis - India

7. Cricket sponsorship analysis - UK
- English cricket - embracing change
- English county cricket - clutter and lack of vision
- Financial services dominant
- Beer pouring rights in cricket
- Car manufacturers and dealers

8. Cricket sponsorship analysis - Australia
- Financial services worth 30% by value
- Alcohol a major sponsor despite Government initiative

9. Cricket sponsorship analysis - South Africa
- Cricket South Africa’s scandal and strained BCCI relationship
- The loss of Standard Bank
- Alcohol leads in sponsorship

10. Cricket sponsorship analysis - New Zealand New Zealand cricket sponsorship
- Overview

11. Cricket sponsorship analysis - Pakistan
- Scandal, terrorism and a failing bank

12. Cricket sponsorship analysis - Sri Lanka

13. Cricket sponsorship analysis - West Indies
- Arresting the decline

14. Cricket sponsorship analysis - Bangladesh

15. Cricket sponsorship analysis - Canada

16. Cricket sponsorship analysis - Kenya

17. Cricket sponsorship analysis - Zimbabwe

18. Sponsorship by international source

Table of charts and tables:
Table 1. Global cricket sponsorship deals by country
Chart 1. Global cricket sponsorship deals by country by value
Chart 2. Global cricket sponsorship deals by country by number of deals
Table 2a. Global sponsorship income by rights holder
Table 2b. Global sponsorship income by rights holder
Table 2c. Global sponsorship income by rights holder
Table 3. Global cricket sponsorship spend by industry sector
Chart 3. Global cricket sponsorship spend by industry sector - by value of deals
Chart 4. Global cricket sponsorship spend by industry sector - by number of deals
Table 4. Cricket sponsorship deal numbers by industry sector - ‘Developed’ / ‘Developing' World
Chart 5. Cricket sponsorship deal numbers by industry sector - ‘Developed’ World
Chart 6. Cricket sponsorship deal numbers by industry sector - ‘Developing’ World
Table 5. Cricket sponsorship deal value by industry sector - ‘Developed’ / ‘Developing’ World
Chart 7. Cricket sponsorship deal value by industry sector - ‘Developed’ World
Chart 8. Cricket sponsorship deal value by industry sector - ‘Developing’ World
Table 6. Global cricket sponsorship deals by company
Table 7. International cricket sponsorship spend by industry sector
Chart 9. International cricket sponsorship spend by industry sector - by value of deals
Chart 10. International cricket sponsorship spend by industry sector - by number of deals
Table 8. International cricket sponsorship deals
Table 9. India cricket sponsorship spend by industry sector
Chart 11. India cricket sponsorship spend by industry sector - by value of deals
Chart 12. India cricket sponsorship spend by industry sector - by number of deals
Table 10. Indian cricket sponsorship deals
Table 10a. Indian cricket sponsorship deals
Table 10b. Indian cricket sponsorship deals
Table 10c. Indian cricket sponsorship deals
Table 10d. Indian cricket sponsorship deals
Table 10e. Indian cricket sponsorship deals
Table 11. UK cricket sponsorship spend by industry sector
Chart 13. UK cricket sponsorship spend by industry sector - by value of deals
Chart 14. UK cricket sponsorship spend by industry sector - by number of deals
Table 12. UK cricket sponsorship deals
Table 12a. UK cricket sponsorship deals
Table 12b. UK cricket sponsorship deals
Table 12c. UK cricket sponsorship deals
Table 12d. UK cricket sponsorship deals
Table 12e. UK cricket sponsorship deals
Table 12f. UK cricket sponsorship deals
Table 12g. UK cricket sponsorship deals
Table 12h. UK cricket sponsorship deals
Table 12i. UK cricket sponsorship deals
Table 12j. UK cricket sponsorship deals
Table 12k. UK cricket sponsorship deals
Table 12l. UK cricket sponsorship deals
Table 12m. UK cricket sponsorship deals
Table 12n. UK cricket sponsorship deals
Table 13. Australia cricket sponsorship spend by industry sector
Chart 15. Australia cricket sponsorship spend by industry sector - by value of deals
Chart 16. Australia cricket sponsorship spend by industry sector - by number of deals
Table 14. Australia cricket sponsorship deals
Table 14a. Australia cricket sponsorship deals
Table 14b. Australia cricket sponsorship deals
Table 14c. Australia cricket sponsorship deals
Table 14d. Australia cricket sponsorship deals
Table 14e. Australia cricket sponsorship deals
Table 14f. Australia cricket sponsorship deals
Table 15 . South Africa cricket sponsorship spend by industry sector
Chart 17. South Africa cricket sponsorship spend by industry sector - by value of deals
Chart 18. South Africa cricket sponsorship spend by industry sector - by number of deals
Table 16. South Africa cricket sponsorship deals
Table 16a. South Africa cricket sponsorship deals
Table 16b. South Africa cricket sponsorship deals
Table 16c. South Africa cricket sponsorship deals
Table 17. New Zealand cricket sponsorship spend by industry sector
Chart 19. New Zealand cricket sponsorship spend by industry sector - by value of deals
Chart 20. New Zealand cricket sponsorship spend by industry sector - by number of deals
Table 18. New Zealand cricket sponsorship deals
Table 18a. New Zealand cricket sponsorship deals
Table 18b. New Zealand cricket sponsorship deals
Table 18c. New Zealand cricket sponsorship deals
Table 18d. New Zealand cricket sponsorship deals
Table 19 . Pakistan cricket sponsorship spend by industry sector
Chart 21. Pakistan cricket sponsorship spend by industry sector - by value of deals
Table 20. Pakistan cricket sponsorship deals
Table 21. Sri Lanka cricket sponsorship spend by industry sector
Chart 22. Sri Lanka cricket sponsorship spend by industry sector - by value of deals
Table 22. Sri Lanka cricket sponsorship deals
Table 23. West Indies cricket sponsorship spend by industry sector
Chart 23. West Indies cricket sponsorship spend by industry sector - by value of deals
Chart 24. West Indies cricket sponsorship spend by industry sector - by number of deals
Table 24. West Indies cricket sponsorship deals
Table 25. Bangladesh cricket sponsorship spend by industry sector
Chart 25. Bangladesh cricket sponsorship spend by industry sector - by value of deals
Table 26. Bangladesh cricket sponsorship deals
Table 27.Canada cricket sponsorship spend by industry sector
Chart 26. Canada cricket sponsorship spend by industry sector - by value of deals
Table 28. Canada cricket sponsorship deals
Table 29. Kenya cricket sponsorship spend by industry sector
Table 30. Zimbabwe cricket sponsorship spend by industry sector
Table 31. Kenya/Zimbabwe cricket sponsorship deals
Table 32. Global cricket sponsorship deals by company national headquarters
Chart 27. Global cricket sponsorship deals by company HQ by value
Chart 28. Global cricket sponsorship deals by company HQ by number
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Cricket Sponsorship Passes $400 Mark:

Sponsorship of cricket is now worth slightly more than $400 million per year. The major rights holders are the Board of Control for Cricket India (BCCI), the International Cricket Council (ICC), the England and Wales Cricket Board (ECB) and Cricket Australia (CA). Between them, these governing bodies account for $227 million, more than half the total.

The governing bodies have the rights to the most valuable properties in the sport, namely international and domestic competitions. At club level, teams have not been developed as major brands in the same manner as soccer, NFL or baseball clubs have achieved. As a consequence, the sponsorship value of team rights still lags that of federations by a considerable degree.

With the introduction of the Indian Premier League (IPL), this situation is beginning to change and primary deals among the leading teams now exceed $4 million per year.

India and IPL Driving Growth:

The driving force behind recent growth in the market is the commercialisation of cricket in India in general and the development of the IPL in particular. The IPL, a shortened, 20-over per side (known as ‘Twenty20’ or T20) format has also been introduced to all the major cricketing nations.

The rational for Twenty20 cricket is that being short, matches can be completed in a single evening and the method of play is to score runs quickly rather than eke out a large score over a much longer period. The game is, therefore, fast and exciting and has attracted new fans to attend cricket matches.

In terms of sponsorship, the format is attractive to companies seeking to engage with the increased cricket audiences and, being a completely new tier of the game, it adds to the cumulative sponsorship income in the sport.

Scandal and Corruption Holding Cricket Back:

In recent years most of the major cricketing nations have suffered from controversial incidents and in some cases the unethical behaviour has come from the senior management of the game. Fraud, corruption, match-fixing, internal disputes and links to organised crime have left the reputation of the game damaged. In Pakistan cricket has suffered as a result of terrorist attacks meaning that the team cannot fulfil its home international fixtures within the country.

These are serious problems facing the sport and they are a major concern for sponsors who seek to associate themselves with sports that are free of negative publicity.

Formats and Busy Calendars:

Twenty20 cricket is undoubtedly an exciting development in cricket, but it has created a problem in terms of the cricketing calendar. With the game still having an important long-format element, whether at domestic club or test match level, fitting new matches into the calendar is difficult. The IPL and the Champions League, both big money spinners, that attract the top players, have to fit into an already busy calendar. This has put particular pressure on one-day cricket and its raison d’etre is increasingly being questioned. The 50-over format has, for more than a generation, been the exciting short-form version of the sport, designed to appeal to the masses who don’t have either the time or the patience to follow test cricket. With the introduction of Twenty20, this need is, to an extent, filled.

From the point of view of the TV companies, a three-hour match can be more attractive as it doesn’t completely takeover the schedules for a day, although dedicated sports channels are not necessarily concerned because they need quality content to fill their schedules.

From the sponsors’ point of view, however, too many matches represent clutter and there is a particular problem with those events with lower profiles, which really struggle to stand out.

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