MUMBAI: It’s Pakistan ahoy for Sam Balsara’s Madison Outdoor Media Services (Moms). The outdoor marketing and management firm has pocketed the instadia rights for 40 per cent of the total available space at the various venues that the matches will be played from the Pakistan Cricket Board. Harish Thawani’s Nimbus Sport has the right to hawk the remaining 60 per cent space at the stadia.

 
"We are very excited by Moms foray into sports marketing,” says Madison chairman Sam Balsara, who reveals that five agencies were bidding for the same tender. “Sports marketing is a high potential business and this is a small step which we hope will be a precursor to many bigger steps.”

Moms has an association with Pakistan’s leading outdoor company, Sign Source, with offices in Karachi, Lahore and Islamabad, which will help the Indian firm in the words of a press release issued a short while ago “ensure efficient and speedy on–the- spot services to advertisers.”

Basically, Moms' 40 per cent share means that it can vend the instadia space to multinational advertisers whose products are available in Pakistan or companies incorporated in Pakistan. “Only brands of multinational companies which are be available in Pakistan can take up the space through us,” clarifies Balsara.

The Moms press release say the Pakistan Cricket Board has split up the rights between Moms and Nimbus “with a view to granting special concession to products and services sold in Pakistan by multi-national companies or local Pakistan companies.”

Balsara adds that Moms is working on drawing up a rate card for potential advertisers who meet the qualifications in the next two to three days. And Moms’ Arunangshu Ghosh is the contact point in Moms for the same.