In an exclusive live chat with Taruka Srivastava on Sportskeeda’s Facebook page, Vivek Sethia spoke at length about the evolution of sports sponsorship. He felt that most of the brands in India have a narrow approach towards sports sponsorship.
Lots of organizations and brands are looking at sports as media assets: Vivek Sethia on sponsorship in sports
Vivek Sethia believed that financial backers in sports should not only care about the size of their logo but also build deeper relationships with the sporting entity.
The CEO of India on Track agreed that the advertisement section should be the sponsorship deal’s focal point. However, Vivek Sethia stated that advertising and marketing should not be the only objective,
The India on Track Founder then used the example of Apollo Tyres’ partnership with Manchester United, Chennaiyan FC, and ISL and hailed the brand for cultivating a deeper and more involved relationship with the sports organizations. He concluded by revealing that a majority of the Indian sports sponsorship market was stuck in a media mindset.
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