The Pakistan Cricket Board has granted Madison Outdoor Media Services (MOMS) the in-stadia rights for 40% of the total available space for onward selling in the coming Indo-Pakistan cricket series.
The Pakistan Cricket Board, with a view of granting special concession to products and services sold in Pakistan by multi-national companies or local Pakistan companies, has granted the rights to the outdoor entity. The onward selling would be done with a focus on multinational advertisers whose products are available in Pakistan and companies incorporated in Pakistan.
MOMS is associating itself with Pakistan’s leading outdoor company, Sign Source which has offices in Karachi, Lahore and Islamabad to ensure efficient and speedy services to advertisers. Says Soumitra Bhattacharya, President, MOMS, “We are very pleased with the prospects involved as an India-Pakistan cricket series is an event in itself. Since we come from a country where cricket is a passion, there would undoubtedly be a lot of decibels associated with the series in addition to the media spotlight. It is the first time that MOMS is venturing into sports marketing and we hope to follow this up, with more of sports events in the future. We are in the process of roping in advertisers, which would mainly be multinational entities that cater to the Pakistani market as well. We are working in close collaboration with Pakistan’s leading outdoor company M/S Sign Source to ensure a speedy and efficient job.”
How does it feel to be working in close tandem with a Pakistani outdoor company? Bhattacharya acknowledges, “Since this a series that’s taking place on Pakistani soil, working with a Pakistani entity was inevitable. Sign Source is a reputed concern in Pakistan. It feels great to be associated with them. We have a common agenda for the series, in other words, a smooth and timely sell out and I believe that we are working in perfect tandem towards the same.”
The winning of this bid by MOMS represents the young company’s first foray into sports marketing and is therefore a landmark in itself.