Published on January 6, 2014
Sports licensing in India: Running the next mile Mayuri Pitale, WWE India 19th October 2013
Quick Quiz • • • • Which is your favorite sport? Which is your favorite team? Who is your favorite sports-person? Have you ever bought any merchandise with you favorite sport, or team or sports-person on it?
What are the religions followed in India? 1. Bollywood 2. Cricket And now with IPL they are married!! With a purpose to provide complete entertainment. The advent of Sports Licensing!!
Which is the sport followed after Cricket in India? The answer is WWE. • WWE specials outscore Cricket in terms of TVR on Ten Sports in India. • GRPs (gross rating points) crossing Cricket, Football, Tennis and other sports on the channel! • WWE is consistently top of the charts on TV in India from 1996 and reaches 68 MILLION households through Ten Sports.
• • • • 300+ live events each year 52 weeks a year; average 6 events per week 2 million attendees globally 12 pay-per-view live events scheduled for 2013
The Licensing Opportunity • WWE fuels the most dedicated audience on the planet, with WWE Content airing on Ten Sports 365 days in a year which roughly amounts to 1460 hours of programing a year!! • Fans love WWE Superstars and follow them any way they can: on TV, at live events, in video games, through social media and on the Web. • Fans buy their CDs, merchandise, and programming on demand. They go see their movies, buy their books and carry their favorites with them on their mobile phones. • We’ve been at the top of the sports-entertainment industry for over half a century, and every year we’ve found new ways to grow.
The difference between Sports Licensing and Entertainment Licensing • Real People Vs Static Characters • Unpredictable Matches Vs Pre-decided Storyline • Uncontrolled environment Vs Controlled Environment • Every Sport-person is a brand in its own right
Social Media Powerhouse As per WWE Facebook User Breakdown By Country, India ranks No.2 after U.S. has more fans than has more followers than
WWE vs. Other Sports Leagues • WWE’s Facebook Page Network has more fans than the NFL and its 32 member teams’ Pages COMBINED. • WWE’s Facebook Page Network also has more fans than Major League Baseball and its 30 member teams’ pages COMBINED. > - FanPageList.com, October 3, 2012 9
Where Superstars Rank on Facebook 20 WWE SUPERSTARS & DIVAS rank in the Top 100 most-followed athletes on Facebook. Source: FanPageList.com, September 6, 2012 10
Where Superstars Rank on Facebook John Cena’s Page John Cena is the 7th most-followed athlete in the world Cena is 3rd most-followed American athlete (behind Michael Jordan and Kobe Bryant) Cena has more fans than any athlete in MLB, NHL, NASCAR, PGA, NFL or UFC. Source: FanPageList.com, October 3, 2013 11
Where WWE Ranks on Twitter @WWE is: Tied for #1 most influential brand #1 most influential sports brand 4th most followed sports brand 6th most followed sports team/league 36th most followed brand Source: FanPageList.com, October 3, 2013 Influence measured by Klout.com, based on acct. followers’ interactions with @WWE 12
WWE’s investment in Indian Talent The Great Khali with Jinder Mahal
WWE’s Star Power In India
Recent Ryback India Tour in September 2013 Over 10,000 fans screaming “Feed Me More” at the WWE 2K 14 Preorder launch event at Oberoi Mall, Mumbai. http://www.youtube.com/watch?v=U_jP5NHTI7M
India Loves Entertainment from WWE The Big Show DX (D-Generation X) The ring, setting, audience /crowd, the live action, make it larger than life The World Fight TLC
WWE Superstars - portrayal by an Indian fan THE ‘HEROES’ • Sculpted /Bodies • Super Human capabilities THE STYLE • • • • • The ‘MOVES’ The ‘ATTITUDE’ Signature Styles Hairstyles Accessories THE MORALS • Right vs Wrong 18
WWE’s investment in Local Office Carved out India as a separate Territory out of APAC and invested in a local office backed by investment in resources from People to Marketing Dollars since last two years. • Kizilbash, Rukn General Manager , India • Pitale, Mayuri Licensing Manager, India • Sequeira, Carl Marketing Manager, India
WWE Consumer Product Portfolio India Mattel India Action figures, toys and role play sets Topps India Trading cards and collectibles 2K (E-Xpress) Video Games Excel Productions Home Videos My Baby Excels Impulse toys, stationery and sporting goods/ride-ons Only Kids BTS - Plastic water bottles and lunch boxes Simba Play Kraft School Bags Bombay Plastics Proline Penguin Board Games, Puzzles and DIY Kits Wall Decals, mugs and roll mats Apparel/Outerwear Publishing
WWE running for the next mile in Sports Entertainment Licensing!
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