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.......