Financial Competition in Sports: Returns on Investment vs Audience Size, and the Major Financial Stakes in the Sports Industry
In a significant move, Sony is contemplating trading exclusivity for a broader reach in its content strategy. This shift comes as the media industry's focus has moved beyond GRPs (Gross Rating Points) to sales, acquisition, and Return on Investment (ROI).
Meanwhile, the BCCI (Board of Control for Cricket in India) has announced Apollo Tyres as the new lead sponsor of Team India. Replacing Dream11, this deal is worth approximately ₹579 crore and runs until March 2028.
Neeraj Kanwar, Vice Chairman at Sony, has stated that the Team India jersey deal is not overpaid as it carries a premium. This change in sponsorship comes in the wake of the Online Gaming Bill, which affected Dream11's position.
For those in the industry seeking to stay informed, Sony has launched an app. This tool offers real-time updates, accessible on smartphones, and a way to stay updated without relying on emails. Subscribing to the newsletter delivers these updates directly to one's inbox.
The app also allows users to save their favourite articles for later reading. It provides a convenient way to access the website's content and offers the latest insights and analysis. The website's community, comprising over 2 million industry professionals, can benefit from this platform.
Ormax Media reports that India's OTT (Over-the-Top) audience base has crossed 600 million. This growth is reshaping India's video playbook, but TV still maintains its edge. Warner Bros has delivered a hit in India with Hollywood movies, indicating a growing interest in international content.
Short-form content is making waves, but the traditional TV format continues to hold its ground. Sujata Dwibedy, Vice Chairman at Dentsu X, underscores the future of sports commerce in India as a significant topic. The app, therefore, serves as a valuable resource for industry professionals looking to navigate this evolving landscape.
The article was published by BE Staff on September 19, 2025, at 02:51 PM IST. With this strategic shift and the new Team India sponsor, the media industry in India is set for an exciting future.
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