Rural Olympics Kila Raipur Sports Festival 2015

Rural Olympics
Kila Raipur Sports Festival 2015
79th Edition of the games- 29th Jan to 1st Feb 2015
Contents
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About Punjab : the market
Brief History of Kila Raipur Sports Festival
Major events
Brands Participation
Our Approach
Amplification opportunities
Sponsorship offering for 2015
The Market : Punjab
The Focus : Doaba belt
• Prosperous & progressive
•90%+ electrification, 95%+ population
above BPL
• Brand conscious & aware
• Pro Sports – watch,
play and support
Doaba belt is amongst the
most prosperous across India
Background
Kila Raipur Sports Festival
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The spectacle began in 1933.
Initiated by the ‘Grewal Family’ as an
annual recreational meet for the
community
Single largest sporting extravaganza in
Punjab
Possibly the biggest Rural Sports
Festival of the scale in the world
Audience includes Locals, rest of India
and International visitors
Recognized by –
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Sports Authority Of India,
Tourism Dept – Govt. of India,
Punjab Sports Department,
Government of Punjab,
Ludhiana Administration
Audience
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Amongst the richest belts in India
(Doaba belt)
– On Household Premium-ness
Index the region is 6 times higher
than that of rest of India
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Attendance
– 6000+ Sports persons compete
over a 4 day extravaganza
– Over 500,000 visitors
– Excitement captured extensively
by Media ( Print & Electronic) &
followed across Punjab, India and
abroad
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Stadium Capacity – ~40,000
Event showcase
Major Events
Bullock Cart Race
Hockey
Athletics
Kabbaddi
Dog Race
Weight Lifting
Rare Bazigars Feats
Nihangs Riding Skills
Old gentlemen's race
Tug of War
Cultural show
Tent pegging
Tractor race
Cycling
Showcase event
physically disabled race
gatka
entertainment evenings
Cultural Xtravaganza!
• Cultural Program
– Top-notch singers performances
• Every day Bhangra and Gidha Players perform
live during the date
– Each evening folk and contemporary
singers perform to enthrall crowds
• The program continues from 7 pm till 10:30 pm
• 3 days – 2nd, 3rd and 4th day of the festival.
– The attendance is upwards of 15,000 on
daily basis
Kila Raipur Sports Festival
The Constituents of success
Success through excellence
Internal
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Planning and management
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Excellent ground, event and media :
Multisport event : played in
sportsman spirit
Participation
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External
Excellent participation levels
Cultural extravaganza
Musical evenings
Excellent media management
and facility
Lineage and community support
Progressive outlook
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Professional Sponsorship
management
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High quality vendor selection
Brands bring their strength
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Protecting sponsors against
ambush marketing
STRONG PR :Information
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dissipation to media : local,
national and international
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Celebrity and renowned
personalities presence
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TV broadcast – Live / deferred/
highlights*
* To be confirmed
Partners over years
….Among others!
Our Approach
• Association with the Event - Ownership
– Awareness, Reach, Promotions & Affinity
Building
• Understanding of the Brand requirements
and leveraging opportunities
• Amplification and leverage!
Proposed Marketing
Partnership
TV
Coverage*
Multimedi
a
PR
leverage
Association
With select
sports
Targeted
Communi
cation
Interactivity
KRSF
2015
Live
Audience
* TV partner to be confirmed
Sales
promotion
Amplification
Of
relationship
Local level
marketing
Opportunities to associate
Title Sponsorship
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Naming Rights – Title Sponsorship viz XYZ Kila Raipur Sports festival 2015
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Pre Event Activity
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During the event activity
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Post Event Activity
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Rights
– Announcement of Partnership – Press Conference
– Pre activity branding elements – Co branded Outdoor, Stationery, Invitation Cards,
Posters & Car Stickers ( proportionate presence)
– Exclusive Branding Elements on ground: Hoardings, Arena Boards, Sponsorship of select
sports & Prize Distribution of sponsored sports, Wall painting, Flags, Audio mentions
– Co Branded Elements on ground –Welcome Gates, Welcome Panels, Ceremony Dias,
Porch, Area approaching press room
– Credit lines, Opening Montage and tags in exclusive program*
– Year around presence on official website
– Advertising Space in the Souvenir
– Rights to use Kila Raipur Sports Festival logo, event and related for marketing purposes
– Rights to use the same in ATL, BTL marketing and consumer and trade promotions
Investment : Rs 45 lac (net+taxes)
* TV partner to be confirmed
Co-Sponsorship
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Co sponsor status
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Pre Event Activity
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During the event activity
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Post event Activity
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Rights
– Press Conference
– Co branded Outdoor, Stationery, Invitation Cards ( proportionate presence)
– Exclusive Branding Elements on ground : Hoardings, Arena Boards, Sponsorship of select
sports & Prize Distribution of sponsored sports, Wall painting, , Audio mentions
– Co Branded Elements on ground –Welcome Gates, Welcome Panels, Ceremony Dias,
Porch, Area approaching press room
– Credit lines, Opening Montage and tags in exclusive program*
– Year around presence on official website
– Advertising Space in the Souvenir
– Rights to use Kila Raipur Sports Festival logo, event and related for marketing purposes
– Rights to use the same in ATL, BTL marketing and consumer and trade promotions
Investment : Rs 22.5 lac (net+taxes)
* TV partner to be confirmed
Event Partners – Entitlements
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Event Partner status
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Pre Event Activity
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During Event the activity
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Post Event Activity
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Rights
– Press Conference
– Co branded Outdoor, Stationery, Invitation Cards ( proportionate presence)
– Exclusive Branding Elements on ground : Hoardings, Arena Boards, Sponsorship of
select sport & Prize Distribution of sponsored sport, Wall painting, , Audio mentions
– Co Branded Elements on ground –Welcome Gates, Welcome Panels, Ceremony Dias,
Porch, Area approaching press room
– Year around presence on official website
– Advertising Space in the Souvenir
– Rights to use Kila Raipur Sports Festival logo, event and related for marketing purposes
– Rights to use the same in ATL, BTL marketing and consumer and trade promotions
Investment : Rs 15 lac (net+taxes)
* TV partner to be confirmed
Structure
• Each Marketing Partner get a specific no. of properties, in
addition to Title/ Co Sponsorship entitlements, named after
them
• Sponsorship Structure
Title
– Title Sponsor
Co-sponsor 3
Co-sponsor 1
– Co Sponsors - ( 4 )
Partner 1
– Event Partners ( 4 )
* TV partner to be confirmed
Co-sponsor4
Co-sponsor 2
Partner 3
Partner 2
Partner 4
Terms and Conditions
• All the confirmations to be sent to Indus Sports
• Billing will be done by INDUS SPORTS
– Service Tax Extra (to be paid by the client as per regulations)
• Nett of agency commission if any
• Cost of production additional : with approved vendor
only.
• 50% payment advance and 50% within 2 weeks from
the last date of the event date
• Additional investments for leverage plan
Our recommendation
• A pre-marketing plan a must in surrounding areas – 60-100
villages/towns
• Specific product / service offer during the Kila Raipur Sports
Festival
• Amplification through
– On ground activation
– Media association - Radio, TV, Print
Indus Sport and
Grewal Sports Association
• As consultants to Grewal Sports Committee, we advise
them on
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Understanding and maintaining relationships with brands
Multimedia Leverage
Sponsorship marketing and management
Structure and uniformity to final execution of brand activity
Creating marketing buzz to strengthen brand-event association
• Transparency
– 100% transparency
Thank You