INDIAN FOOTBALL MARKETING CASE STUDY COCA-COLA MIR IQBAL HUSSAIN TROPHY INDIAN FOOTBALL MARKETING CASE STUDY COCA-COLA MIR IQBAL HUSSAIN TROPHY

FOOTBALL IN INDIA “Has the sleeping giant, that is India, begun to stir at last?” -Mr. Sepp Blatter FIFA President

FOOTBALL AND BOLLYWOOD

POPULAR INDIAN ADVERTISING Football 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

ATTENDANCE TOURNAMENT# OF SPECTATORS IN THE STADIUM I-League Derby at Kolkata95,000 Oliver Kahn Farewell match120,000 National Football Championships Final25,000 Women’s Nationals Finals10,000 ONGC Nehru Cup Final25,000 AFC Challenge Cup Final20,000

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 I-League 1 st and 2 nd Division Federation Cup National Championships Santosh Trophy Age-Group Tournament Nehru Cup INDIAN NATIONAL FOOTBALL TEAM

23 EVENT India’s premier club football competition 14 clubs in 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 TROPHY Prestigious Interstate competition

25 EVENT India’s FA-Cup style tournament To be held in Guwahati, Assam in December matches Live FEDERATION CUP

26 EVENT International tournament – August, Alternate year Next Scheduled in August teams, round robin, with Semis and Finals 10 matches telecast Live. Venue: New Delhi – Ambedkar Stadium NEHRU CUP International 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 STATES play 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

Indian Junior Team 4 Regions 33 States 400 Districts THE RESTRUCTURED VERSION

ACTIVATION Event 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