Team : THE PLAYERS College : IIM INDORE

JAGADISH L | O B VISHNU RUBAN

KABADDI: KABADDI INDIAN LEAGUE

Kabaddi: Most potential game for Olympics 2020
CURRENT SCENARIO: THE WORLD Total: 49 countries Mainly prevalent in South Asia Roots as old as 5th Century World inception: 1936 Olympics Tournaments: Kabaddi world Cup, UK Kabaddi Cup, Asia Kabaddi Cup Forms: Sanjeevani and Gaminee Considered as a Sport for the strong National game for Bangladesh, Iran CURRENT SCENARIO: INDIA KABADDI IN MAJOR TOURNAMENTS REASON FOR SELECTION

Total: 9 states Extra Teams: Services and Railways Official body: AKFI (Amateur Kabaddi federation of India) Inception: 1972 (affiliated to IOA) Considered as a game to develop strength and perseverance Styles: Circle and Normal Men: Current World champions Women: Current World Champions

COMING SOON INDIA: DOMINATION 4 WC All win, 5th WC in progress 6 Asian All win 2 Asian Indoor All win 9 SAF 8 wins, 1 runner

INDIA IN RECENT MAJOR TOURNAMENTS

EVENT DESIGN: KABADDI INDIAN LEAGUE

Go for the KIL!!!
TOURNEY FORMAT GAME FORMAT
CITY BASED FRANCHISEE MODEL

POTENTIAL FOREIGN TEAMS

3
1

4 2 2

5 3 3 1

6 4

POOLS
TWO TOURNAMENTS IN A YEAR

TEAMS PER POOL

FIRST: MUD BED; SECOND: SYNTHETIC FLOOR

4
2 72 12

FOREIGN TEAMS HEAD-HEAD POOL MATCHES HOST CITIES DIRECT Q/F TEAMS FROM REMAINING 6
MENS (SENIOR) TOURNAMENT

CHALLENGES
HOST CITIES CHANGED EVERY YEAR

STAGE-I

RANKINGS CHANGED AFTER EACH TOURNAMENT

TOP 6 TEAMS

FOUR TEAMS TO BE RELEGATED YEAR ON YEAR

STAGE-II 1
ROUND ROBIN FOR SIX TEAMS

Lack of nation wide recognition Very less viewership Considered as a physical game Spreading awareness across non-playing nations is difficult Scalability issues: Alternate forms possible No proper academy and qualified professionals

TIME LINE

QUART FINALS LEAGUE MATCH: SEMI FINALS FINALS START: JUNE/DEC FIRST WEEK JUN/DEC-1ST AND 3RD JUL/JAN-1ST AND 3RD BOTTOM 6 TEAMS: ROUND ROBIN FOR 2 WEEKS (AUG/FEB) Q/F S/F FINAL LAST WEEK AUG/FEB RANKINGS/RATING: 2ND WEEK OCT/APR POOL DECISION: 2ND WEEK NOV/MAY

WAY AHEAD: KABADDI INDIAN LEAGUE

FUTURE OF THE GAME
FUTURE PLANS
INCLUDING THE SAME TOURNAMENT FOR WOMEN

OVERCOMING HURDLES

UNDER-21 TOURNAMENT TO BE INTRODUCED

HAVING HOME/AWAY FIXTURE FOR MATCHES

Right marketing techniques to reach the mass Using national channels to promote the initial stages of the game Changing the perception of the game Leveraging foreign interest in the game Making it mandatory for franchise to establish Kabaddi academies in the future

CHANGING THE GAME RULES FOR ENTERTAINMENT

FINANCIAL PROJECTIONS REVENUE STREAM

CHANGING PERCEPTION PARADIGM OF THE GAME
EXPENSE Expense 1st Prize 2nd Prize
IN-STADIA ADVERTISERS TICKET SALES CENTRAL SPONSORS MERCHANDISE TEAM SPONSORS EVENTS

Amount (Rs.) 1,000,000 750,000 500,000 4,200,000 2,500 50,000 33 330,000 66,000 1,650,000 6,246,000 24,984,000 INCOME Particulars Amount (Rs.) Franchisee fee - 5yr 9,000,000 Franchisee fee - 1yr 1,800,000 Foreign franchisee - 5yr Foreign franchisee - 1yr Title Broadcasting Radio Media Other Revenue Sharing Income 6,000,000 1,200,000 200,000,000 100,000,000 10,000,000 10,000,000 15,000,000 140,000,000 210,000,000

3rd Prize 4th to 24th Referee Salary per day

TV ADS

BROADCASTING FEES KABADDI INDIA LEAGUE (GOVERNING BODY)

REVENUE SHARING

Stadium Rent per day Matchdays

BROADCASTER

TEAM OWNER / FRANCHISES FRANCHISE FEES PLAYER, STAFF SALARIES TEAM ADVERTISING PROMOTIONS

Referee salary (4) Administrative staff Stadium expense Operational Expense Marketing Budget

PRODUCTION EXPENSES

REFEREE SALARIES PRIZE MONEY

Miscellaneous Total expense

Total expense (5yrs)

3,123,000 34,353,000
171,765,000

Rs. 4 Crore Profit

FAN ACTIVATION
STP, VALUE PROPOSITION, IMC AND ENGAGEMENT STRATEGIES
STP
Segmentation
Based on Geography Based on Attitude towards sports

ACQUISITION & ENGAGEMENT STRATEGY

ON SITE

SUPER FAN AWARD TEASER VIDEOS

CHEER LEADERS
PUBLICITY VEHICLES

Target
Semi-Urban, Rural Indian Sports Enthusiasts

PUBLIC RELATIONS

Positioning
Highly Energetic and Physical Desi game in a Bigger league

I M C

TICKETS

SEASON TICKET

PROMOTIONAL DISCOUNTS

VALUE PROPOSITION
PRINT MEDIA

NEWSPAPER

BANNERS

ENTERTAINMENT FEEL OF NATIVITY SON OF SOIL PART OF THE TRADITIONAL SPORT EVENT 45 minutes of engrossing action SOCIAL MONEY DEVELOPMENT OF INDIAN SPORT

W I F M

P L A N

COMMUNICA TION

TV ADS

RADIO

PROMOTIONS

RURAL FEST

MASCOT

SOCIAL MEDIA

FACEBOOK

YOUTUBE

SPONSORSHIP ACTIVATION
SELECTION, VALUE PROPOSITION AND ENGAGEMENT OF SPONSORS
SELECTION CRITERIA VALUE PROPOSITION POTENTIAL SPONSORS

REACH TO THE MASS SUB-URBAN, RURAL MARKET

MASS MARKET BRAND INDIAN

RECOGNITION, ASSOCIATION AS INDIAN BRAND

NONPREMIUM

SPONSOR TYPE TITLE

POTENTIAL TARGETS

SPONSOR
IMC SPONSOR ACTIVATION
ON-SITE DISPLAYS STALLS

W I F M

POSITIVE SHIFT IN ATTITUDE TOWARDS BRAND BUILDING SOCIAL CAPITAL FOCUSED SALES PROMOTION MERCHANDISING OPPORTUNITY DIFFERENTIATION FROM COMPETITORS
RADIO BROADC ASTING MEDIA REFRES HMENT
OTHER POTENTIAL SPONSORS HERO CAVINKARE TVS MOTORS LOCAL FOOD CHAINS
Regional newspapers

TICKET EVENTS

PR SPONSORS SPONSORED CAMPAIGNS

ENGAGEMENT AVENUES SPECIAL AWARDS EG: HERO SPLENDOR SUPER RAIDER AWARD CHYAWANPRASH BEST DEFENDER AWARD PREFIXING GAME TERMS TITAN TIME OUT

OUTDOOR CAMPAIGNS

THANK YOU!!!