How the Olympics can tap into the IPL’s Indian Market Success?

The Olympics are back in Paris for its centenary anniversary, and it's safe to say it's grown into a truly global event with 200 nations participating compared to 44 the last time it was here. Not quite there in 1924, India will now have her share of athletes representing her colours and the dedicated back home cheering them on.

The average Indian, whose sporting interest is currently dominated by the IPL and other cricketing spectacles, is offered the rare alternative and incentive by the Olympics once every four years. The Olympics consistently comes and goes, barely making an impression. The IPL and its marketing engine must be studied to understand the essentials to capture Indian attention.

Indians enjoy sports. India has a culture of celebration and community. The way the populace here operates is rooted in values of collectivism. Hence, it is no surprise that the public is ardent in cheering on any competitive participants at events. However, when it comes to the Olympics and most sports except cricket, it may become more tedious to get the word out and charge up the quintessential Indian watcher.

The audience in India is less engaged than expected, with data showing that Northeast states show the most interest in Olympic sporting events and other parts of India show less to no interest in the activities during the Olympics. Despite recent investments in infrastructure, the high costs of training and travel, untapped rural talent, lack of sports awareness, and the overwhelming popularity of cricket limit the number of players representing our country in other sports, further diminishing public interest and support for the events.

While all this might seem disheartening for the growth of the Olympics in our country, IPL wasn't handed its fortune on a silver platter either. Cricket, traditionally a bastion of conservatism, was grappling with a crisis in the early 2000s. Successive failures in ICC tournaments and a growing monotony in the longer formats were eroding the sport's popularity. Adding fuel to the fire were the allegations of match-fixing coming out left and right. The advent of Twenty20 cricket in England, while met with initial skepticism, offered a glimmer of hope for a reinvigorated game.

India's historic triumph in the inaugural T20 World Cup 2007 was a watershed moment. The exhilarating brand of cricket on display captured the imagination of fans worldwide. The format's brevity and high-scoring nature promised a thrilling spectacle, starkly contrasting the often-languid pace of Test and ODI cricket.

The stage was set for a revolutionary change. With cricket's landscape ripe for disruption, the Indian Premier League (IPL) emerged as a bold and audacious concept. Launched in 2007, the IPL capitalized on the euphoria surrounding India's T20 World Cup victory, offering a platform for high-octane cricket, star power, and unprecedented entertainment.

Many leagues have failed to capitalize on their respective watershed moments. The IPL's success was sustained by innovative marketing and sporting strategies that set it apart. The IPL modeled its format on the NBA and EPL, leveraging traditional and modern promotional methods, including digital platforms, social media, and broadcasting. Key strategies included content marketing by celebrity franchise owners, engaging fan experiences, and securing high-profile sponsorships from brands. The IPL's unique approach, combining AI, VR, and live concerts, has captivated cricket fans, making it the most popular cricket league globally with a significant viewer base.

In recent years, sports other than cricket in India, like football and Formula 1, have seen notable growth by adopting some successful strategies pioneered by the IPL. The Indian Super League (ISL) for football, for instance, has embraced the franchise-based model and celebrity endorsements similar to the IPL. Formula 1, a foreign sport, has successfully established a strong following in India by incorporating entertainment elements and relatable storylines to attract fans.

Similarly, to enhance the appeal of the Olympics in India, by creating engaging narratives around athletes, leveraging high-profile endorsements, and adopting a more dynamic marketing approach, the Olympics can capture the enthusiasm and support seen in these other sports. Emphasizing national pride and creating compelling stories could help make the Olympics more relatable and exciting for Indian audiences, much like how the IPL has transformed the landscape for other sports.

Hosting pre-Olympic events and forming partnerships with Indian sports organizations can help generate local interest and support. Involving Indian celebrities as ambassadors or influencers would boost visibility and media coverage. Collaborating with major Indian broadcasters for extensive coverage, including localized commentary, can cater to Indian audiences. Digital campaigns on popular social media platforms should focus on interactive content and athlete highlights to build an online community. Engaging youth through Olympic-themed sports camps and school programs can inspire future generations and create long-term connections.

The Olympics holds a special place in the hearts of all Indians. Just as the 2007 ICC Cricket World Cup ignited a nationwide passion for Indian cricket on the global stage, there is immense potential to capitalize on the current success of Indian athletes to bring greater glory and recognition to the Olympics in India. When an Indian player competes, the nation rallies behind them. It’s a unifying event that transcends regional and cultural differences. Manu Bhaker is now a cherished part of every Indian family.

However, sustaining the interest is the harder part. Uncrowned stars receive close to no support from the fans as they carry all of us on their shoulders. Olympians usually are seen only during their crowning ceremony and not at their actual performance. Olympic medals don't automatically equate to sustained sports growth. While wins undeniably spark short-term interest, they often reflect existing popularity, not create it. Curling's post-Olympic surge is often cited as proof of the Olympic effect. Yet, its popularity in countries like Canada and Scotland, with deep curling roots, predates Olympic inclusion. The Olympics amplified existing passion, not ignited it. Sustained interest requires a strong domestic foundation. Sports lacking grassroots development, accessibility, and engaging content struggle post-Olympics. Without these, even stellar Olympic performances leave a limited impact. Ultimately, Olympic gold rewards hard work, not replaces it.