Sports Celebrity Management Services in India | Services Marketing Case Studies

Details

Case Code : CLSM040
Publication date : 2005
Subject : Services Marketing
Industry : Media and entertainment
Length : 03 Pages
Price : Rs. 100

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Key words:

Sports Celebrity Management, Kapil Dev, Worldtel, Mark Mascarenhas, Sachin Tendulkar, IMG, Total Sports, Collage Sports, And Percept D'Mark, Showdiff, Brand Value, Saurav Ganguly, Dhanraj Pillay, Baichung Bhutia, Sports Celebrity Endorsements

Note

1: This caselet is intended for use only in class discussions.
2: More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

Abstract:

The caselet examines the emergence of sports celebrity management services in India. It provides details of these services in India, which were largely focused on cricket. The caselet also emphasizes the need for sports management agencies to be aware of various risks involved in this business.

Issues:

  » Sports celebrity management services in India.
  » Assessing the brand value of a sports celebrity.
  » Challenges involved in sports celebrity management services business.

Introduction

Sports celebrity management - once an unknown concept - has become the buzzword in the Indian advertising industry. The seeds for sports celebrity management were sown during the early 80's when former cricketer Kapil Dev endorsed brands like Palmolive and Boost.

But the concept shot into the limelight in the mid-1990s when WorldTel's Mark Mascarenhas signed Sachin Tendulkar on for a seven-year contract with a minimum guarantee of Rs 200 mn.

Sachin again came into the public eye when WorldTel signed him on for Rs 1 bn for five years starting 2001-02. This contract drew the attention of many in the industry to the sports celebrity management services...

Questions for Discussion:

1. Make a SWOT analysis of sports celebrity management industry as a whole.

2. "At the end of the day, the biggest risk that a company faces arises out of an improper fit between the brand and the celebrity." How can both celebrity management agencies and the clients reduce or avoid the risk of mismatch between the brand and the celebrity?