Urban Indians likelier to rely on social media, TV for Paris 2024 Olympics

As Paris prepares to host the 2024 Olympics, latest data from YouGov shows that among urban Indians who plan to follow the event, most will rely on social media updates (55%) or tune into TV broadcasts (54%) to keep up with the games. It surveyed 1,025 adults in March 2024 and found that nearly half will stream it online (47%), while over a third will opt for coverage in newspapers or news sites (36%).

A fifth will watch the games at a sports bar or other broadcasting venues (22%), while one in ten (11%) urban Indians intend to catch the action live in Paris at an Olympic venue. Men are more likely than women to follow the Olympics via online streaming (52% men vs 42% women).

Among the age groups, TV broadcast as a viewing option is more popular among adults aged 45 and older as compared to the younger demographics. Saying updated about the games through newspapers is notably more popular among adults aged 55 and above (at 49%) as compared to the rest.

When asked why they watch the Olympics, more than half of urban Indians who watch the games (55%) said they do so to support their country’s athletes. Two in five (42%) watch to enjoy the spectacle and excitement of the event, while a third do so to feel a part of a global spectacle (33%) or to witness participating athletes’ feats and performances (32%). A fifth watch the games because their friends and family do so (19%).

As the Paris Olympics 2024 kicks off on July 26, 117 Indian athletes shoulder the nation's hopes of surpassing previous medal tallies. Brands are also gearing up to capitalise on their successes, especially as they increasingly lean towards shift from a cricket-heavy sports marketing strategy to diversifying into other sports.

In the past eight years, several sports marketing and talent management firms have observed that more brands are eager to support non-cricket stars amid a growing sports culture in India. Olympic stars, especially, offer brands a unique way to stand out.

Leading this charge is Olympic Gold medallist Neeraj Chopra, the only non-cricket athlete among the top 25 most valued celebrities in 2023, with a brand valuation of $29.6 million. He currently endorses 21 brands, including Samsung, Under Armour, Omega, and Visa.

Olympic medallist PV Sindhu also ranks high among non-cricket sports icons, endorsing brands like Bank of Baroda, Optimum Nutrition, Visa, Centuary Mattresses, American Pistachio Growers, and Flyboo. Several major brands have partnered with the Indian Olympic Association, including Reliance, Amul, Adani Sportsline, JSW Group, Bharat Petroleum, Aditya Birla Capital, Puma, YES Bank, Herbalife, INOX Group, Borosil, and Ebco.

A GroupM ESP report that was released in March 2024 pegged total sports sponsorship spends in 2023 at INR 7,345 crore, with cricket taking 75% and emerging sports 25%. The report suggests that while emerging sports' share may fluctuate, it is expected to grow significantly over time, especially with the 2024 Olympics promising new winners, stars, and success stories.