Ad spend on cricket falls 20% post World Cup

Advertising spends on cricket have dropped by 20% after the World Cup. After Pepsi, LG is the latest in the brandwagon to shift focus from cricket.

 

India's performance in the 2007 World Cup and the recent Board of Control for Cricket in India, or BCCI, ruling on endorsements has compelled advertisers to relook cricket-based deals. Some companies have decided to wait and see how the issue pans out, but others are looking at alternatives.

 

Industry experts say that ad spends on cricket have dropped by about 20% after the ICC World Cup 2007. Consequently, ad spends on other sports like golf, football, tennis have increased marginally.

 

Cola companies like Pepsi have taken some steps too. Pepsi has increased its association with Bollywood. The latest being the packaging for mango drink Slice, with Jhoom Barabar Jhoom.

 

Sandeep Tiwari, Marketing Head, LG Electronics, said, "We are not renewing the contract for the next cricket World Cup."

 

LG will conduct a nationwide golf tour with 13 events and may also look at launching new campaigns with the golfing theme. Other non-cricket games are also being considered.

 

But sports management firms still have faith in the popularity of cricket and believe that the flirtation with Bollywood and golf is just a blip.