coca cola football india
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soccer trophy by coca colaTRANSCRIPT
INDIAN FOOTBALL
MARKETING CASE STUDY
COCA-COLA MIR IQBAL HUSSAIN TROPHY
FOOTBALL IN INDIAFOOTBALL IN INDIA
“Has the sleeping giant,that is India, begun to stirat last?”
- Mr. Sepp BlatterFIFA President
FOOTBALL AND BOLLYWOOD
POPULAR INDIAN ADVERTISINGFootball in …
Airtel Mobile – TV Ad
IDBI Bank – TV / Print Ad
AEGON Religare Life Insurance – TV Ad
Reliance BIG TV – TV Ad
TATA Docomo – TV Ad
GLOBAL PARTNERSHIPS
Attendances and TV audiences
ATTENDANCETOURNAMENT # OF SPECTATORS IN THE STADIUM
I-League Derby at Kolkata 95,000
Oliver Kahn Farewell match 120,000
National Football Championships Final 25,000
Women’s Nationals Finals 10,000
ONGC Nehru Cup Final 25,000
AFC Challenge Cup Final 20,000
83%
FIFA WC viewers
Football viewers across years
Top league/tournaments in 2008
Top Matches on Zee Sports
THE INDIAN NATIONAL FOOTBALL TEAM
FOOTBALL SEASON
23
EVENT• India’s premier club football competition • 14 clubs in 2009-10 season. • Played for 8 months , home & away
basis, September to April• Winner represents India in the AFC
Champions League • Total 182 Matches, televised games 50
I-LEAGUE
24
EVENT• Inter-state annual football
competition • Quarterfinal League to be followed
by semis & final• 15 matches Live
SANTOSH TROPHYPrestigious Interstate competition
25
EVENT• India’s FA-Cup style tournament• To be held in Guwahati, Assam in
December 2009• 27 matches Live
FEDERATION CUP
26
EVENT • International tournament – August,
Alternate year• Next Scheduled in August 2009• 6 teams, round robin, with Semis
and Finals• 10 matches telecast Live.• Venue: New Delhi – Ambedkar
Stadium
NEHRU CUPInternational tournament held in India
FOOTBALL ‘MATLAB’ COCA-COLA
NATIONAL SUB-JUNIOR FOOTBALL CHAMPIONSHIP FOR
‘MIR IQBAL HUSSAIN TROPHY’
• Under-15 years• 33 State Teams• Annual Tournament
33 STATESplay the inter-state tournament for
Mir Iqbal Hussain Trophy
INDIAN JUNIOR NATIONAL TEAM
TOURNAMENT STRUCTURE
PROPOSITION• Integrate Coca-Cola’s sporting objectives with
the network and authenticity of the AIFF• Coca-Cola to own the sub-junior championships
for ‘Mir Iqbal Hussain Trophy’• Coca-Cola becomes the grassroots partner and
claims the title of the sub-junior championship
THE RESTRUCTURED VERSION
ACTIVATIONEvent Rights
• Coca-Cola get the title rights to the U15 National Championships for ‘Mir Iqbal Hussain Trophy’
• Coca-Cola to get on-ground branding rights for the National and Regional Championships
LET THIS BE A BEGINNING.......