Repucom adds Procam International to its existing portfolio

MUMBAI:  Global sports marketing research consultancy  Repucom has  signed two deals with Procam International wherein it will provide sponsorship evaluation and social media intelligence for Procam’s marathon events like the Airtel Half Delhi Marathon (AHDM) and the Standard Chartered Mumbai Marathon (SCMM).

 As part of the deal Repucom will be conducting a Catalyst to measure the activation in the form of a 20-day Treadmillion Challenge in over 30 locations in India that will lead to the main event. Catalyst is a framework used by the company to analyse the effectiveness of on-site activation in the context of sponsorships which generates insights on property engagement and attendee profiling, activation diagnosis and impacts on brands.

Speaking about the deal Repucom senior vice president south Asia and director India Joseph Eapen said, “Catalyst is unique and employs a consistent methodology and questions set to measure activation, effectiveness across different types of sponsorship, brand portfolios and territories, which will greatly benefit Procam and increase visibility and awareness of their flagship events.”

 The tenth edition of the Airtel Half Delhi Marathon will take place this Sunday, 22 November. The event attracts names in the field of distance running such as Kenyan running star, Edwin Kipyego and Atsedu Tsegay from Ethiopia, who broke the course record last year with the time of 59:12. Winner of last year’s half marathon event, Florence Kiplagat from Kenya and 2013 champion, Wude Avalew of Ethiopia, are other names in the women’s race who are also expected to compete in the event next Saturday.

The twelfth edition of the SCMM will be held on 18 January 2015. Sporting icons such as Michael Johnson, Linford Christie, Steve Ovett, Paul Tergat, Dame Kelly Holmes, Gail Devers, Gabriela Szabo, Kapil Dev, Vijay Amritraj, Aravinda DeSilva, Javagal Srinath, Anju Bobby George, have been SCMM event ambassadors. Bollywood superstar John Abraham has also been the event's Indian brand ambassador.

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