What is it about Kolkata Knight Riders, that despite the fact that the team has performed poorly in both the seasons, it has been able to garner sponsors, and a lot of them at that, at will?
What I mean here is that any corporate player (and these sponsors, all of them, are just corporate players at the end of the day) would wish to get associated with a brand that is a winner in its field. It is a basic rule which we call the "Implication by Association Rule (IBA)". This attitude of the corporate to get attached to a winning team is to send out a message to its audience that the corporate is a winning outfit as well.
But KKR has not been that, at least not in the past. So, what is it that gets corporate players, all market leaders in their own way, to sponsor a team that is not a leader in its field?
Couldn't find it? Well, let me spell it for you then.
The answer is the first eyeball factor, given in the table. The answer is Shah Rukh Khan. No, IBA does not fail in the case of KKR, either. However, in the case of KKR, IBA is not signified by the association with the team, but with the owner of the team, who is a leader in his field of entertainment.
You don't agree with us? Figure this:
Nokia, Belmonte, Tag Heuer were associated with Shah Rukh Khan before KKR existed. Star Plus had an association with SRK from the KBC 3 times. Reebok got product placed in My Name is Khan (MNIK), a Hindi film released by Fox worldwide, as it got associated with SRK. Sprite, XXX and Lux Hosiery feature SRK in its advertisements and simply because they are associated with KKR. SRK needs to make an appearance on the advertisements to promote his own investment in the team of KKR.
Yes, the team has got a load of sponsors. But aren't these players really getting associated with Shah Rukh Khan and that is about it?! You tell us.
2 comments:
i had been wondering abt this..... nice post
isha,
thank you... we are glad that we satiated some of your curiosity....
Post a Comment