Publicação de SBC Summit Rio

5 Principais insights para o OOH ;) #canneslions

The Great Indian Gamble Kumar Kushagra has been the highest bid player for IPL 2024 at Rs. 7.2 crores. To be fair, summer and bidding wars seem to go hand-in-hand with the rampant 60-day battle to the top alongside, the sponsors. But how does the IPL generate enough cyclical money to run the entire show each year? Dating back to 2007, Lalit Modi had a wonderous idea – To introduce T20 as a growing landscape for emerging cricketers across the globe; and an ambitious goal to make a few bucks. As of 2022 reports, the IPL currently generates an annual Rs. 90,038 crores, with a 28% jump between FY 2022-23. Stated as the world’s leading brand consultancy, income at the IPL is directly associated with the nation’s GDP so much so contributing Rs.1,150 crores back in 2015, over 60 days. The league additionally contributes over Rs. 350 crores annually in taxes; the BCCI initially ruled out as a “Charitable organization”. In the ambit of churning in enough revenues, the wealth streams are broadly classified into 4 categories: Broadcasting rights, Sponsorship deals, Merchandise sales, and Player Auctions. A few other streams include naming conventions and endorsements that provide windfall gains or losses limited to strategizing. Each year, the league pools in over Rs. 3000 mn in brand deals and sponsorships owing to 80% of total capital inflow. The other avenue of broadcasting rights is then borne by media and telecommunication companies, the revenue of which splits into franchisee owners and the league itself. Back in 2023, Gujarat Titans reported a broadcasting viewership of 120mn people solely watching the finals; 44% higher than the PY. Mumbai Indians on the other end raised Rs. 100 crore in sponsorship deals with 5000 units in merchandise sales within 3 months. Certain owners have also struck deals with leading companies in the infrastructure, telecommunications, and hospitality space (Bonvoy for MI, JSW with DC) causing name shifts, eventually reducing the net acquisition cost for the franchisee. The industry boasts an oligopoly of HNIs & JVs with an average net worth of >100mn and high brand value. In the 2014-15 season with KKR, King Khan added to an aggregate increase of 55% growth in the franchisee’s profit; much owing to the brand value and networking caliber that the actor brought in. N Srinivasan, the leading man for CSK “splurged a record sum” to have MSD play for CSK. Safe to say, it hasn’t been a let-down. With stringent rules being set around gambling and E-Sports, emerging players have accounted for large pool sizes and rampant opportunities at winning, in turn attracting brand deals. To the contrary of a layman, if it does happen that a friend hits a pot of gold, the 3-month payback and a hefty bunch in deals across the land doesn’t seem like a very bad idea. However, with this comes the added pressure of a quantitative gamble between Cricket and Cash. How well do you know your game though?  #ipl #bcci #gujarattitans #t20cricket

Zet 8 oktober vast in je agenda!

#Spectatorship | The Brazilian sport mkt genius is so underrated SHORT (: Probably the perfect activation. Definitely a new case study for my courses in Sport Management. LONG :) GUT São Paulo created the "Placa Gandula" (the "ballboy LCD screen") for Mercado Livre. The Brazilian brench of one of the biggest Amazon's competitors, aiming at highlighting its speedy delivery service, communicated its message in a very clear and easy way: simple to understand and extremely effective. On top of an that, I find this activation one of the best of the century, because of its... 😲 WOW! EFFECT - it will attract their attention, then engage their neurons, ensuring a positive memory is recorded in their brain, thanks to the emotions provoked by watching something new. 🤑 BRAND EXPOSURE - it's more than a logo on the screen: it's adding an attraction to the (football) event, literally transforming a "dead time" (waiting the ball to be passed to the player by the ballboy) into #entertainment. 🇧🇷 Since the 1st time I've worked in Brazil, for the Pan American Games in Rio (2007), I've noticed how Brazil was decades ahead in #mkt compared to Europe. Here is another proof that Brazilian marketers are at another level! CONCLUSION(:) Best football activation of the century! Could this be a game changer? Approved ✅️ 💯 #FanZoni | #BeFancentric #football #marketing #sportevents #Flamengo #futebol #fanengagement #fanexperience #Brasil

*MGM CEO Confident UAE Resort Will Offer Casino Gaming* - Bill Hornbuckle says MGM will run casino in Dubai project - Reportedly UAE gaming degree has been signed but not released - MGM to apply for New York license by end of 2023 MGM Resorts International CEO Bill Hornbuckle is confident that their planned resort project within the United Arab Emirates (UAE) will eventually be licensed to offer casino gaming, as the company continues to move forward with opportunities in Japan and New York. “Originally, it was just going to be a management agreement because we wanted the stake,” Hornbuckle said. “We have told them, we will put equity in or will lease the casino in its entirety and give us the casino business. I don’t know if they are going to want to be in the casino business.” MGM has been involved with a project with Wasl Asset Management Group in Dubai that will see the Las Vegas-based company manage a major non-gaming resort being developed, which also includes a 150,000 to 200,000-square feet space that could be used for a casino. The 1,000-room hospitality project is being built on a man-made island called Proto Island. Since the beginning of the year, Hornbuckle has made it clear in conversations with analysts and reporters that any legalization of gaming in the UAE as a whole was up to Abu Dhabi and the national government to decide. Hornbuckle said he ultimately expects MGM will end up leasing the casino. “What we are not going to do is take our brand, our company, our database of customers and get an 8 percent to 10 percent (vigorish). That ain’t happening,” Hornbuckle told attendees on Thursday (September 7) at the Bank of America Securities 2023 Gaming and Lodging conference in New York. “So, it has to be a sizeable piece of the real gaming business,” he said. On Monday, the UAE announced it was creating its first gambling regulatory authority to oversee lotteries and potentially other forms of gaming. “Reportedly there is a gaming degree that has been signed but not released,” Hornbuckle said. #uae #gamblingindustry #casinos https://lnkd.in/ep7Sc8YR

Let’s start with a very basic question. Why is the IPL auction being held in Dubai, and not in India? It could easily have been held in Mumbai or Delhi or Kolkata, and not at the Coca Cola Arena in Dubai. And yet the BCCI decided to take it to Dubai, which is the gateway to Asia and South Asia. The only reason behind this move is the global ambition of the IPL as a brand. It is a key element in India’s use of its soft power ambitions, and that’s what explains the auction in Dubai. At a time when T20 leagues are mushrooming round the world and seem to have economic viability, the IPL has established itself as cricket’s dominant franchise-based competition, the benchmark. But then, you need to consider what next for the tournament? How does it go to the next level? While the Indian fan base is cemented, unless it becomes a global league with the diaspora hooked even more than it is now, it can’t make the next big leap. Two years from now, the telecast deal will be up for renewal and for the BCCI to go beyond the existing value of 50,000 crores, it is essential to add more to the tournament and add further properties for the broadcasters to sell. The auction is one such property and could be a standalone addition to the competition. Read: https://lnkd.in/e3ui_FDa Boria Majumdar Sharmistha Gooptu

In a speech at the Global Gaming Expo (G2E) in Las Vegas, MGM Resorts International CEO Bill Hornbuckle expressed his optimism about the United Arab Emirates (UAE) becoming a hub for casino resorts. Hornbuckle, during his address at G2E, stated that MGM Resorts is actively working on a project in Dubai, in partnership with Wasl Asset Management Group, which could potentially house a casino. He mentioned that the development, which includes MGM, Bellagio, and Aria, is being designed with a flexible space of 150,000 square feet, awaiting the nod from the UAE leadership to introduce gaming into the mix. This revelation comes amid the UAE’s recent announcement about the formation of its first gaming regulatory agency, the General Commercial Gaming Regulatory Authority (GCGRA), chaired by former MGM CEO Jim Murren. While the UAE has traditionally prohibited gambling under Sharia law, recent indications suggest a paradigm shift. Read the full article ➡ https://lnkd.in/dCaqGKxg #business #casino #gambling #gamblingnews

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In the high-stakes world of #IPL brand recalls, the Saudi Tourism Authority | الهيئة السعودية للسياحة found itself in an unexpected predicament. Despite pouring a massive 63.69 crores into the tournament, their brand failed to secure a spot in the top 10 brand recalls of IPL 2023. This raises a crucial question - does being a top sponsor guarantee a lasting impression in the hearts of the audience? The answer, it seems, lies beyond mere financial muscle. It is evident that simply splurging money on the tournament is not enough. It requires a well-crafted strategy fueled by data-driven IPL insights to strike the right chord with the audience. At Markelytics Solutions, we have been aiding brand strategies for the past 5 years during IPL. We offer our expertise to brands seeking to make their every penny count as a lifelong investment. With more than 11 in-depth analyses in the IPL brands insights study, Markelytics helps brands identify the key drivers that resonate with the IPL audience.          To know more, reach out to us at sales@markelytics.com or click here: https://bit.ly/3Oa5DdK #markelytics #mrx #ipl #insights #sponsorship #marketing #adverstising #iplanalysis #brandsinsights #iplroi #maximizeroi #consumerinsights #viewershiptrends #campaignroi #adeffectiveness #campaigntracking #brandrecall #sportsmarketing #iplbrandsinsightsstudy #mrxinsights #campaignperformance #cricket

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