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

Coca Cola Football India

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Page 1: Coca Cola Football India

INDIAN FOOTBALL

MARKETING CASE STUDY

COCA-COLA MIR IQBAL HUSSAIN TROPHY

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FOOTBALL IN INDIAFOOTBALL IN INDIA

“Has the sleeping giant,that is India, begun to stirat last?”

- Mr. Sepp BlatterFIFA President

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FOOTBALL AND BOLLYWOOD

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POPULAR INDIAN ADVERTISINGFootball in …

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Airtel Mobile – TV Ad

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IDBI Bank – TV / Print Ad

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AEGON Religare Life Insurance – TV Ad

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Reliance BIG TV – TV Ad

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TATA Docomo – TV Ad

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GLOBAL PARTNERSHIPS

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Attendances and TV audiences

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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

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83%

FIFA WC viewers

Football viewers across years

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Top league/tournaments in 2008

Top Matches on Zee Sports

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THE INDIAN NATIONAL FOOTBALL TEAM

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FOOTBALL SEASON

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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

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EVENT• Inter-state annual football

competition • Quarterfinal League to be followed

by semis & final• 15 matches Live

SANTOSH TROPHYPrestigious Interstate competition

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EVENT• India’s FA-Cup style tournament• To be held in Guwahati, Assam in

December 2009• 27 matches Live

FEDERATION CUP

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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

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FOOTBALL ‘MATLAB’ COCA-COLA

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NATIONAL SUB-JUNIOR FOOTBALL CHAMPIONSHIP FOR

‘MIR IQBAL HUSSAIN TROPHY’

• Under-15 years• 33 State Teams• Annual Tournament

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33 STATESplay the inter-state tournament for

Mir Iqbal Hussain Trophy

INDIAN JUNIOR NATIONAL TEAM

TOURNAMENT STRUCTURE

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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

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THE RESTRUCTURED VERSION

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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

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LET THIS BE A BEGINNING.......