sports marketing event - kabaddi
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Team : THE PLAYERSTeam : THE PLAYERSCollege : IIM INDORECollege : IIM INDORE
JAGADISH LJAGADISH L | | O B VISHNU RUBANO B VISHNU RUBAN
KABADDI: KABADDI INDIAN LEAGUEKabaddi: Most potential game for Olympics 2020CURRENT SCENARIO: THE WORLD KABADDI IN MAJOR TOURNAMENTS REASON FOR SELECTION
Total: 49 countries Mainly prevalent in South Asia Roots as old as 5th Century World inception: 1936 Olympics Tournaments: Kabaddi world
Cup, UK Kabaddi Cup, Asia Kabaddi Cup
Forms: Sanjeevani and Gaminee Considered as a “Sport for the
strong” National game for Bangladesh,
IranCURRENT SCENARIO: INDIA
Total: 9 states Extra Teams: Services and
Railways Official body: AKFI (Amateur
Kabaddi federation of India) Inception: 1972 (affiliated to IOA) Considered as a game to develop
strength and perseverance Styles: Circle and Normal Men: Current World champions Women: Current World
Champions
COMINGCOMING SOONSOON INDIA IN RECENT MAJOR TOURNAMENTS
INDIA: DOMINATION
4 WC – All win, 5th WC in progress
6 Asian – All win 2 Asian Indoor – All win 9 SAF – 8 wins, 1 runner
EVENT DESIGN: KABADDI INDIAN LEAGUEGo for the KIL!!!GAME FORMAT
TOURNEY FORMAT POTENTIAL FOREIGN TEAMS
1 2 3 4 5 6 POOLS
1 2 3 4 TEAMS PER POOL
1 2 3 4 FOREIGN TEAMS
1 2 HEAD-HEAD
POOL MATCHES72
HOST CITIES12
STAGE-I
TOP 6 TEAMS
STAGE-IIDIRECT Q/F
1 2 TEAMS FROM REMAINING 6
FINALS
ROUND ROBIN FOR SIX TEAMS
TIME LINE
SEMI FINALS
QUART FINALS
CHALLENGES
Lack of nation wide recognition Very less viewership Considered as a physical game Spreading awareness across non-playing
nations is difficult Scalability issues: Alternate forms possible No proper academy and qualified
professionals
WAY AHEAD: KABADDI INDIAN LEAGUEFUTURE OF THE GAME
FUTURE PLANS OVERCOMING HURDLES
Right marketing techniques to reach the mass
Using national channels to promote the initial stages of the game
Changing the perception of the game Leveraging foreign interest in the game Making it mandatory for franchise to
establish Kabaddi academies in the future
TEAM OWNER / FRANCHISES
MERCHANDISE TEAM SPONSORS EVENTS
PLAYER, STAFF SALARIESTEAM ADVERTISINGPROMOTIONS
KABADDI INDIA LEAGUE
(GOVERNING BODY)
FRANCHISE FEES
REVENUE SHARING
BROADCASTER
REFEREE SALARIESPRIZE MONEY
IN-STADIA ADVERTISERS TICKET SALES CENTRAL SPONSORSTV ADS
PRODUCTION EXPENSES
BROADCASTING FEES
REVENUE STREAM EXPENSEExpense Amount (Rs.)
1st Prize 1,000,000
2nd Prize 750,000
3rd Prize 500,000
4th to 24th 4,200,000
Referee Salary per day 2,500
Stadium Rent per day 50,000
Matchdays 33
Referee salary (4) 330,000
Administrative staff 66,000
Stadium expense 1,650,000
Operational Expense 6,246,000
Marketing Budget 24,984,000
Miscellaneous 3,123,000
Total expense 34,353,000
Total expense (5yrs) 171,765,000
INCOMEParticulars Amount (Rs.)
Franchisee fee - 5yr 9,000,000 Franchisee fee - 1yr 1,800,000
Foreign franchisee - 5yr 6,000,000
Foreign franchisee - 1yr 1,200,000
Title 200,000,000
Broadcasting 100,000,000 Radio 10,000,000 Media 10,000,000 Other 15,000,000
Revenue Sharing 140,000,000
Income 210,000,000
FINANCIAL PROJECTIONS
Rs. 4 Crore Profit
FAN ACTIVATIONSTP, VALUE PROPOSITION, IMC AND ENGAGEMENT STRATEGIES
STP
VALUE PROPOSITION
WWIIFFMM
ACQUISITION & ENGAGEMENT STRATEGY
ON SITE
IMC
PLAN
PUBLIC RELATIONS
TICKETS
PRINT MEDIA
COMMUNICATION
PROMOTIONS
SOCIAL MEDIA
SUPER FAN AWARD
CHEER LEADERS
TEASER VIDEOS
PUBLICITY VEHICLES
SEASON TICKET
PROMOTIONAL DISCOUNTS
NEWSPAPER BANNERS
TV ADS RADIO
RURAL FEST MASCOT
FACEBOOK YOUTUBE
SPONSORSHIP ACTIVATIONSELECTION, VALUE PROPOSITION AND ENGAGEMENT OF SPONSORS
POTENTIAL SPONSORSSELECTION CRITERIA
REFRESHMENT
MEDIA
RADIO
TITLE
BROADCASTING
SPONSOR TYPE
POTENTIAL TARGETS
Regional newspapers
VALUE PROPOSITION
WWIIFFMM
HERO CAVINKARE TVS MOTORS LOCAL FOOD CHAINS
OTHER POTENTIAL SPONSORS
IMC – SPONSOR ACTIVATION
ENGAGEMENT AVENUES
SPECIAL AWARDSEG: HERO SPLENDOR SUPER RAIDER AWARDCHYAWANPRASH BEST DEFENDER AWARD
PREFIXING GAME TERMSTITAN TIME OUT
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