Advertisers race to win loyalty of fans

Despite an uncertain global economic climate in recent years, advertisers have been taking a generally positive attitude toward sports in Asia. Data suggest that, from jewelry retailers to automakers, major brands are doling out millions of dollars on sports advertising in the region.

GroupM, the consolidated media investment management arm of communications giant WPP, says that advertisers in India spent 92 percent more in sporting event in 2013 on sporting events than in 2008. GroupM has based its conclusions on the parameters of sponsorship, athlete endorsement and media spending.

"Total spending on sports advertising has increased from 21.49 billion rupees ($356 million) to 41.1 billion rupees between 2008 and 2013 in India. It depicts the whole story of the region," Dilip Cherian, founding partner of communication firm Perfect Relations, tells China Daily.