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Sporting entities to evolve by building digital and social assets: GroupM ESP
MUMBAI: The year 2014 saw the sports landscape in the country being altered as maiden sports leagues were introduced. But what will be the road ahead for the category? GroupM ESP (Entertainment and Sports Partnerships) has released its top 10 trends for 2015 to look out for in sports and entertainment marketing.
The report states that with the rise of leagues across various sporting formats and with increase in co-branded promotions, the opportunities for brands to associate with movies and sports are also increasing. Positioned at the intersection of media and marketing, the study predicted the following for the year ahead:
1) An increased role and usage of celebrities as digital influencers.
2) Sporting entities will evolve by building digital and social assets to drive their valuation.
3) A blurring gap between the entertainment and sports category.
4) “Associative” to “Associative + Integration + Surround + Social.”
5) From Advertisers to Sponsors.
6) New avenues for traditional licensing – for example, branded real estate.
7) TV fiction characters to be seen as brand ambassadors
8) Non-cricket sports to help expand the sports business ecosystem
9) Sports businesses to help build strong grassroots engagement through experiential programs
10) And finally, music concerts to grow bigger than award shows
Commenting on the trends, GroupM ESP national director Vinit Karnik said, “As we scale up our practice, 2015 will see a change in the way consumers interact with the sports and entertainment category. Sporting entities will evolve by building digital and social assets to drive their valuation and brands will increase role and usage of celebrities as influencers especially across digital assets.”
He further adds that celebrities have been using the digital medium extensively – from promoting their movies to inviting fans to attend a social cause – celebs have been making use of the medium in a great way. “With millions of followers, celebrities have the power to influence their fans and effectively get their message forward,” Karnik added.
He informs that in order to increase the fan base, sporting franchisees and leagues will develop fan following around them by efficient use of the digital medium. “With immense focus on digital rights of sporting leagues, digital video sites will be competing with television broadcasters for eyeballs in the near future,” he concluded.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
