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Total Sports Asia partners Churchill Brothers; eyes $2 mn in media rights

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Total Sports Asia partners Churchill Brothers; eyes $2 mn in media rights

After winning the I-League title, Goan football club Churchill Brothers has roped in Total Sports Asia (TSA) as its exclusive marketing partner. With this strategic partnership, TSA will be exclusively managing all sponsorship and marketing tie-ups for Churchill Brothers. The club’s tie-up was based on the sports marketing agency’s expertise in handling sponsorship and licensing activities for top European clubs.

According to industry estimates, TSA is looking at revenues of $2 million across media rights, sponsorship, licensing and merchandising.

In a prepared statement, Joaquim Alemao, President, Churchill Borthers Sports Club said “We are extremely proud to have won the title this year after being runners up four times previously. This title is dedicated to our beloved mother Eslinda Alemao. It was her dream that Churchill Brothers would lift the title one day. This victory has cemented our position as one of India’s leading football clubs. We hope to retain all our players and win the I-League next year too. We look forward to working together with TSA in building commercial partnerships and also developing football in the region.”

Speaking to exchange4media, Suvrangsu Mukherjee, Managing Director (Indian Subcontinent) Total Sports Asia said, “I believe cricket is over priced and football although the awareness and knowledge is 100 per cent unfortunately no one is coming forward to embrace this category. Therefore I believe it is a great opportunity for someone to come forward and invest in long term strategy for India. We don’t have the title or other sponsors so pretty much growing all the revenue chain that the club to possibly have from sponsorship of licensing and merchandising from launching a club television channel to generating Churchill brothers fanclub across the country to promoting football as a whole. Therefore pretty much making Churchill more accessible to the entire consumer base.”

“This is the first client in my mind where Indian football is actually partnering with multinational sports marketing agency which shows that Churchill brothers is putting the right step forward and its very different from managing media rights for any German or English football league or selling a licenses and that makes it all the more challenging that with India with more than one billion people will not represent the world cup very soon so, its about coming in and making an early investment and putting in a seed capital and being a game change of sorts” he added.

He further said, “As of now first we are looking at the title sponsor for the club that being said we will also look forward to the second tier sponsorships from different product category and kids segment is very imp for us to harness the power of football through a very robust school contact forum not only in Goa but, across India.”

The partnership is a long term one which is more than ten years, the club’s maiden title coupled with TSA’s sports marketing expertise will be the new found impetus for Churchill Brothers as a force to reckon with in the Asian Football World.

Total Sports Asia is Asia’s leading integrated Sports Marketing Agency headquartered at KL , Malaysia with seven offices across Asia, including Delhi and Mumbai. Total Sports Asia's past and present business associates include Sports Federations, Events and Sports Clubs like US Open Tennis, Manchester United, Real Madrid FC, Arsenal FC, FC Barcelona, Liverpool FC, Formula 1 teams, Moto GP, World Wrestling Entertainment, Badminton World Federation and Championship Golf Courses like St Andrews Links.

The Agency’s core business activities are Media Rights and Sales Distribution, Licensing and Merchandising, Sponsorship Sales Activation, Consultancy and representation and Golf Course Design and Management consulting facilitation.


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