Analysing The Effectiveness Of Promotional Strategies Of Indian Super League

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Jatin Jadhav, Shiny Raizada

Abstract

Background: Sports brings people together. It has become an important source of entertainment and cultural exchange. It has reached such a level that it can be monetized. Indian Super League was launched in 2013 similar to the Indian Premier League which is a very successful cricket league in the world. ISL has 11 teams based on different cities and states in India. ISL was launched to nurture the local talent as well as revolutionise Indian football. The paper aims to assess the effectiveness of promotions and advertisement for ISL to create awareness, influence and make the consumer purchase or effect the behaviour of viewers. A total of 166 subjects were selected using convenience sampling technique. A questionnaire consisting of questions pertaining to six stages of response hierarchy model was used for the data collection. Factors influencing the purchase decisions of consumers such as celebrity stakeholder, Home team and social media use were identified and evaluated. Results indicated that the level of awareness, attitude and behaviour of the people towards ISL was highest in the 23-28 age group.

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