This document analyzes social media data to identify popular sports being discussed in India besides cricket. It finds that soccer/football, Formula 1 racing, and tennis are discussed the most after cricket on Twitter. For each sport, it analyzes sentiment, demographics of discussants, and top cities/regions represented. The data comes from tracking relevant sports keywords over 15 days on social media platforms using Simplify360 tools. It estimates annual reach of discussions for each sport based on unique monthly mentions. The analysis aims to help brands identify opportunities for sports sponsorships and activations in India.

1. Powered
Sports Buzz in India by
Social Media Intelligence Report
© 2011 Simplify360
© 2011 Simplify360

2. Key Objectives
To help Brands identify sports for their Sports
Sponsorship Strategies.
• Discover popular sports beside cricket that people are talking
about in India.
• Identify online platforms where people are actively discussing
these sports.
• Understand the demographics of people talking about these
sports.
© 2011 Simplify360

3. Methodology
LISTENING
Relevant sports keywords were tracked in social media using
Simplify360.
DATA SAMPLE
15 days conversation was collected for the analysis purpose.
ANALYSIS
Key metrics like age, gender, sentiments were calculated using
Simplify360 AnalyticsTM.
© 2011 Simplify360

4. Sport
Sponsorship
―Activation‖—promotions, competitions, television advertising during breaks, corporate
hospitality and so forth—might multiply the sponsor’s budget two or three times over,
and it is vital. ―In sponsorship it’s not what you have, it’s what you do with it,‖ says Joe
Tripodi, chief marketing officer of Coca-Cola. ―It’s all about activation.‖ – 2008
Economist
© 2011 Simplify360

5. Brands Value Sport Sponsorships …
8,500
Sports Sponsorship Market 2009 (in crores, INR
)
India
320,000
USA India's sports sponsorship
market is estimated at
$250 million per year*
450 *Source – sportzpower.com
50,000
Annual TV Ad Spends Sports Sponsorship Spends
*Source – tamindia.com
© 2011 Simplify360

6. © 2011 Simplify360
Image Credits : www.telegraph.co.uk

7. Why Social Media Insights?
Age Demographics of Indian
Facebook Users
1%1%
High presence of target audience 3%
on social media. 5% 18-24
7% 25-34
16-17
The total number of Facebook 8% 35-44
users in India is reaching 47%
13-15
48 Million and grew by more 45-54
than 6 Million in the last 55-64
6 months. 28% 65-0
*Source - SocialBakers
© 2011 Simplify360

8. Sports Online Buzz in India
Twitter Mentions of 6 major sports beside cricket.
33,912 2,325
8,859 1,828
2,477 921
*Data Source – 15 days data from Simplify360
© 2011 Simplify360

9. Soccer | Football
Keywords Used
Football, Soccer, FIFA, EuroCu
p, UEFA, EPL, "Mohan
Bagan", "East
Bengal", "Bhaichung Bhutia"
© 2011 Simplify360

10. Buzz Analysis
10% Age Distribution Top Cities
Positive 17% Mumbai 12%
31%
31% Negative 13-17
59% Kolkata 9%
Neutral 83% 26% 18-25
Bangalore 6%
26-35
Twitter Facebook 33% 36-45 Delhi 5%
1%
10%
1 99% Others 68%
1
In 15 Days : 33,912 Twitter Mentions
Soccer coverage is close
Annualized to 41% of all Twitter
No. of Twitter Mentions : 0.8 Million Audience (12 M) or 4.95
Unique Mentions : 0.5 Million **
M.
* Estimated reach is 10 times the unique mentions.
** 60% unique estimated over a period of 1 year.
© 2011 Simplify360

11. F1 | Formula 1 Racing
Keywords Used
"Force India", F1, "Formula
One", "Formula 1"
© 2011 Simplify360

12. Buzz Analysis
11% Positive Age Distribution Top Cities
24%
Negativ 29%
e Bangalore 11%
39% 50% 13-17
Neutral 76% 18-25 Mumbai 10%
44%
26-35
36-45
Delhi 7%
Twitter Facebook
1% 21%
Others 73%
1 99% 5%
1
In 15 Days: 8,859 Twitter Mentions
Soccer coverage is close
Annualized to 11% of all Twitter
No. of Twitter Mentions = 0.21 Million Audience (12M) or 1.13
Unique Mentions = 0.13 Million **
M.
* Estimated reach is 10 times the unique mentions.
** 60% unique estimated over a period of 1 year.
© 2011 Simplify360

13. Tennis
Keywords Used
Tennis, "Sania
Mirza", "Somdev", "Mahesh
Bhupathi", "Leander Paes"
© 2011 Simplify360

14. Buzz Analysis
Age Distribution Top Cities
25% Positive 36%
Mumbai 14%
Negative
9% 54%
66% Neutral 13-17
64% Bangalore 8%
18-25
26-35 Delhi 7%
24%
Twitter Facebook News Blogs 36-45
1% 17%
Others 71%
1 97% 1% 5%
1% 1
In 15 Days: 1,608 Twitter Mentions Tennis coverage is close to
Annualized 3.01% of all Twitter Audience
No. of Twitter Mentions = 60 K (12 M) or 0.36 M.
Unique Mentions = 40 K **
* Estimated reach is 10 times the unique mentions.
** 60% unique estimated over a period of 1 year.
© 2011 Simplify360

15. Basketball
Keywords Used
―Basketball‖, ―NBA‖, ―Kobe
Bryant‖, ―Shaquille O’Neill‖
© 2011 Simplify360

16. Buzz Analysis
Age Distribution Top Cities
Positive 21%
26%
Negative 23% 13-17 Mumbai 12%
7% 67% Neutral
79% 18-25
Delhi 8%
42% 26-35
Twitter Facebook News Blogs Discussion Video 36-45
Bangalore 8%
1.3% 0.4% 0.3%0.2%0.1% 26%
1 97.7% 9% Others 72%
1
In 15 Days: 2,325 Twitter Mentions
Basketball coverage is close
Annualized to 2.83% of all Twitter
No. of Twitter Mentions = 56 K Audience
Unique Mentions = 31 K**
(12 M) or 0.34M.
* Estimated reach is 10 times the unique mentions.
** 60% unique estimated over a period of 1 year.
© 2011 Simplify360

17. Golf
Keywords Used
―Golf‖, ―Jeev Milkha
Singh‖, ―Arjun Atwal‖,‖Tiger
Woods‖
© 2011 Simplify360

18. Buzz Analysis
10% Age Distribution Top Cities
Positive 17% Mumbai 12%
31%
31% Negative 13-17
59% Kolkata 9%
Neutral 83% 26% 18-25
Bangalore 6%
26-35
Twitter Facebook 33% 36-45 Delhi 5%
1%
10%
1 99% Others 68%
1
In 15 Days: 1,828 Twitter Mentions
Golf coverage is close to
Annualized 2.22% of all Twitter
No. of Twitter Mentions = 44 K Audience
Unique Mentions = 30 K **
(12 M)or 0.27 M
* Estimated reach is 10 times the unique mentions.
** 60% unique estimated over a period of 1 year.
© 2011 Simplify360

19. Chess
Keywords Used
―Chess‖, "Vishwanathan
Anand"
© 2011 Simplify360

20. Buzz Analysis
Age Distribution Top Cities
25% Positive
38%
Negative Mumbai 11%
9% 66% Neutral 23%
13-17
62% Bangalore 8%
42% 18-25
Twitter Facebook News Blogs 26-35
Delhi 4%
2%1%1% 36-45
26%
1 96% Others 77%
9%
1
In 15 Days: 552 Twitter Mentions
Chess coverage is close to
Annualized 1.12% of all Twitter
No. of Twitter Mentions = 22 K Audience (12 M) or 0.13M
Unique Mentions = 10 K**
* Estimated reach is 10 times the unique mentions.
** 60% unique estimated over a period of 1 year.
© 2011 Simplify360

21. Prospect Analysis
By 2014, 300 million Indians are expected to be online. By then Twitter and Facebook
population are estimated to be at least 36 million and 114 million.
This will increase the online media reach by more than 3 times.
© 2011 Simplify360
Image Credit: etcndsomemore.blogspot.in

22. Social Media Analysis
Summary
© 2011 Simplify360

23. Key Insights
Football is the most prominent sport after Cricket in India.
Most of these sports are prominent in the youth population;
possibly because of demographic bias in the online population.
Sports by popularity Soccer and F1 are already targeted by some
Rank companies for major sponsorship. Other
Soccer sports remains fairly virgin.
Formula 1 Basketball has the highest percentage of
Teens following it.
Tennis
Highest buzz from age group above 36 years
Basketball comes for F1, followed by Golf and Soccer.
Golf Maximum percentage of Female Buzz is for
F1, and minimum for Soccer.
Chess
© 2011 Simplify360

24. Social Media Management
SaaS Infrastructure
Simplify360 enables organizations to effectively implement social media concepts in to
core business functions. Powered by Simplify360 AnalyticsTM, we extend a sophisticated
and user-friendly environment to realize value via actionable intelligence.
For more information visit : www.simplify360.com
© 2011 Simplify360