MAM
Mindshare, Global Sportnet form new sponsorship co.
LONDON: WPP’s global communications agency MindShare and its sports marketing agency Global Sportnet have announced their intention to rapidly scale their presence within the sports marketing sector. To this end they have announced the formation of a new company.
It will focus on providing new and existing clients with strategic consulting, identification and purchase of sponsorship opportunities, activation and measurement expertise of sponsor marketing campaigns. The company has been formed as a 50:50 joint venture between WPP’s two entities.
David Stubley is the chief executive of the new entity. He has worked in television and sponsorship for over 18 years and has developed sponsorship campaigns in sport. These include the Volvo Ocean Race, Vodafone and Ferrari and Norwich Unions five year association with UK Athletics.
An official release informs that the business will combine the existing BroadMind/Global Sportnet consulting teams and open its doors with four offices in London, Hamburg, Stockholm and Milan. It plans to grow rapidly through a combination of organic growth and acquisition.
Stubley added, “I have always believed that the major communications groups are best placed to provide brands with strategic and independent advice on how to unlock value from an involvement in sport. WPP has recognised the opportunity and that the way to do this, is to create a focussed business within this arena.
“This new company will build on the firm foundations that exist with the joint venture partners and so benefit from access to the media and insight knowledge of MindShare, along with the sports marketing background and expertise of Global Sportnet. This is a unique and powerful combination and I’m delighted to have been chosen to lead this initiative.”
Global Sportnet CEO Thomas Martens said, “Global Sportnet has over the past years developed a successful sports consulting business alongside its core sports rights business. Having joined WPP 20 months ago, one of the objectives was to bundle and make use of the synergies across the group for sports marketing purposes and after having experienced very positive results already we are pleased to now collaborate with MindShare on this joint venture. It will provide our clients with even greater expertise and I feel sure will facilitate further synergies across WPP”.
MindShare is a global media investment management company with billings in excess of $18 billion. The network consists of 77 offices in 53 countries throughout the USA, Latin America, Europe, the Middle East, and Asia Pacific.
Global Sportnet is a German-based (Hamburg) sports marketing agency. It specialises in the marketing of exclusive and worldwide broadcasting rights to European soccer matches and the sponsorship consultancy of blue-chip clients across various sports. The company owns the rights to more than 100 soccer clubs from 32 different European countries such as Juventus FC, FC Internazionale, S.S. Lazio, AC Parma, SL Benfica, PAOK FC and Slavia Praha, as well as various soccer associations. All of them have signed long-term contracts for the exclusive marketing of their broadcasting rights. Founded in 1995 by Thomas Martens, Global Sportnet claims to have quickly become a market leader in the European soccer business. Global Sportnet became a member of WPP in January 2002.
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
