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Cricket accounted for 87% celebrity endorsement deals in 2021: GroupM ESP Sporting Nation Report 2022

Out of a total of 444 brand endorsement deals that happened in 2021, cricketers accounted for 318 endorsement deals with 87% of total brand endorsement value

According to the GroupM ESP Sporting Nation Report 2022, in 2019, out of total endorsement value of Rs 537 crore, cricket alone got a share of Rs 456 crore and other emerging sports managed to get Rs 81 crore.

In 2020, out of the total endorsement value of Rs 564 crore, cricket got a share of Rs 517 crore while other emerging sports got Rs 47 crore.

In 2021, while the total endorsement value was Rs 625 crore, cricket again got the bigger share of the pie at Rs 541 crore, other emerging sports witnessed a notable growth and accounted for Rs 84 crore.

Brand endorsements in the past three years grew 16% in India with cricket's contribution increasing from 80% in 2019 to 88% in 2021. Focusing on last year, the sports endorsement industry grew by 11% year-on-year in 2021.

In cricket, the top endorsers for the year were former Team India skippers Virat Kohli and MS Dhoni followed by Rohit Sharma. Other than cricket, the leading endorsers were Olympic stars - Neeraj Chopra and PV Sindhu

The emerging sports category witnessed a notable dip in 2020. From 15% in 2019, it slipped to 8% in 2020. However, in 2021 the segment came back with 13% share with 126 endorsement deals and a total of Rs 84 crore, the YoY growth was 79%.

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