BENGALURU: Team Banga Beats from Bengaluru's promoters
and international property consultant BOP plans to spend
around Rs 2.5 crore, mainly for BTL activities, during
the course of the year towards media communications
and brand building. ATL activities for the present include
print, outdoor and digital.
"ATL spends in many markets across the world is
lower than BTL", said BOP GM-marketing Karan Caudhri
to Indiantelevision.com. BTL activities would involve
school activities, and BOP is looking at participation
from 25 schools this year. "BOP plans organising
tournaments in schools and expects about 50 children
from each school to participate in tournament. Badminton
is a sport that is played by people across all ages
in India. All that is required is a couple of rackets,
a net, a shuttlecock, but, infrastructure in most places
in not there, or difficult to access. Since real estate
is our business, we will also be visiting hosing societies
and see what we can do there", revealed Caudhri.
Overall, BOP spends between one-two per cent of the
value of its real estate inventory towards marketing
and mass media communications.
Speaking about getting sponsors on board for team Banga
Beats, Caudhri said, "Its early days yet, the teams
have been auctioned just a week ago. Most teams would
preferably like to at least recover the franchisee fees
and the money paid for the players in the auction. As
the game and the event gains popularity, we could get
there by the next edition. I am sure that by 14 August,
we will have some sponsors on board."
Caudhri was in Bengaluru to introduce the Banga Beats
team players to their home city. Banga Beats players
include P. Kashyap (India), Hu Yan (Hong Kong), Tai
Tzu-ying (Taiwan), Carolina Marin (Spain), Carsten Morgensen
(Denmark), Arvind Bhat (India), Akshay Dewalkar (India),
Arana Balan (India), Aditya Prakash (India) and J Meghana
(India). The teams CEO is Vijay Lany, its chief
coach is U Vimal Kumar and its chief consultant is Gagan
BOP is also looking at team merchandise as a revenue
stream. Tickets for the event are controlled centrally
for now, with some revenue share for teams.
The Indian Badminton league (IBL) announced yesterday
Star Sports channels as the host broadcaster for the
IBL 2013. All the 90 matches, including 75 league matches,
10 matches in the semifinals and five matches in the final
will be shown live on Star Sports 2 and ESPN channels.
The one million dollar IBL which features six franchisee-based
city teams kicks off from 14 August, 2013.
Delhi Smashers, Awadhe Warriors, Hyderabad Hotshots,
Banga Beats and Pune Pistons will feature in the inaugural
edition of the richest prize-money badminton tournament
in the world.