Star Sports marketing sport as Brand

Star sports the numero uno of sport broadcasting in India has gone from strength.Launched in 1993 and nearly 22 years after its inception it has 4 major channels and has become broadcasting major international tournaments be it EPL, Bundesliga or being the prime sponsor of Indian cricket team.It has done it all.The point of interest which I look from outside is the way it is using to create a buzz or build up for a sporting tournament. Let me present you with some examples:-

ICC Cricket World Cup 2015:India was not in great form going out into the world cup after series loss in England and Australia;experts did not gave a chance.The way Mauka Mauka campaign was designed for Indian team and the way new ad was coming post each match is something incredible.Its not like before world cups were not broadcasted but the way Star sports created buzz with Mauka mauka campaign considering the form  of Indian cricket team .

 Pro Kabaddi league:Pro kabaddi league which was  launched in  2014 also discovered that Kabaddi not only can be played but through makeover it can be played in mat also.Kabaddi, game  invented played India and Indians are champions in the sport.Pro Kabbadi league season 2 was played in the month of August  and September this year before the start of seasons there was lot of shows aired on star sports network showing the best matches,best raiders  and best defenders of the previous season.Kabaddi a sport played mostly in villages grabbed lot of eyeballs in season 1 .Looking at that Star sports build up season 2 by airing shows on discussing strategies,expert views and analysis .iT actually proved to be a perception changer that Kabaddi is not only game of strength but a game where player should be quick as horse, strong as wrestler and clever as chess player.

Indian Super League(ISL):There were lot of soccer leagues organized before ISL but the way ISL was branded has its own set of audiences. Filmstars,cricketers having their own teams and Reliance being prime sponsor of the league.The second edition is on its way but the way Star sports  has branded soccer league as showing all owners of teams conversing in what’s app group about each teams strength and weakness is actually clever.Also anthems like “Bajegi seeti and Udega ball” are actually rhythmic and easily one to create buzz.

Freedom series:India after longtime would be playing long home season of cricket against South Africa who are strong and formidable side.It is difficult test for India considering that the tag line which was given to the series was “Muskil hain mazza aayega”.It is long tour starting from T20,ODI to test cricket and India had to really bring out their A game to defeat South Africa considering that tagline is apt and actually has hit bulls eye.

These were specific examples of how it created  buzz and how Star sports was able to grab eyeballs and increase interest in sports and tournaments