MOMS, the outdoor unit of Madison, entered the field of Sports Marketing during the recent Indo-Pak series. As is known, it won the bid from the Pakistan Cricket Board for 40% of the ground rights for all matches at all stadia. However, there was a rider – the sites could be sold only to those brands, which were available in Pakistan – whether national or international.
In spite of the restriction, MOMS managed to sell all the sites. Hyundai, ESPN-STAR Sports, Strepsils, Saridon, Montex, Maxell, Instaphone, Adidas, Dollar East Exchange Company, Metro Rice and National Aids Control Programme advertised on in-stadia signages. MOMS, in association with PCB, also organised a special award, The Hyundai Super Striker which was awarded to Inzamam Ul Haq.
Reflecting the reasons of bidding for in-stadia rights over the cricket series, Soumitra Bhattacharya, President, MOMS, says: “One of our existing clients wanted to do some activity over the Indo-Pak series. While exploring the opportunity, we realised with in-stadia rights we would be able to offer yet another option to our clients. We always wanted to expand our sphere of activities and this was a good opportunity.”
Bhattacharya, however, states that this being the first time when MOMS was involved in such an activity, it was more of a learning experience. Money making, as per him, was not the ultimate goal and in spite of it being their first experience in this direction they did not make losses. “Being the first time that we had ventured into this field the experience was more of improving our skills as well as gaining knowledge. All along our objective was not focused on making money but on carrying out this venture successfully to give all of us here in MOMS a moral boost. The fact that at the end we did not lose money was an added bonus which has given us more resolve to pursue this line aggressively,” he says.
Bhattacharya believes that Sports Marketing has a tremendous scope in the country. MOMS intends to participate in all activities in the field of sports marketing other than TV and radio. The plan is to start with cricket and then span out to other sports as well.