Melt TV | Episode 215 | GroupM South Asia’s Vinit Karnik On Sports Sponsorship In India

melt, April 29, 2023

"Brands who want to engage a niche audience should look beyond cricket at other emerging sports."

Earlier this month, WPP’s media agency, GroupM, released its 10th annual Sporting Nation report that tracks India’s fast-growing sports industry. The report has good news – total industry spends for 2022 stood at over 14 thousand crore rupees, registering a 49% growth from 2021. And no surprises – cricket garnered 85% of that market, while all other sports make up just 15%. To know more, we are in conversation today with Vinit Karnik, Head of Sports, E-Sports and Entertainment at GroupM South Asia. Is cricket over-saturated? Can marketers bank on badminton, football, and other emerging sports? Let’s find out as we get ready to melt with Vinit Karnik.