Sports broadcaster ESPN Star Sports India Pvt. Ltd is promoting the live telecast of UEFA Euro 2004 during June 12-July 4 with an extensive campaign in the national and regional print media. The print campaign will be carried out in two phases. The channel is also employing outdoor media for the same, that includes hoardings, public transport vehicles, metro rail in Kolkata and double-decker buses in Mumbai. All these form the first phase of the campaign that was released on May 22, Himanshu Verma, Associate Director, Corporate Communications, informed exchange4media.com today.
He added that the second set of ads using popular soccer stars like David Beckham will hit the print media soon. The ads will be in regional languages like Kannada, Telugu, Bengali, Malayalam, etc and will have catchy lines like ‘rivalry runs in their blood, watch it get worst’.
The communication strategy is positioned as “the biggest soccer battle” with big teams and big players participating in the tournament. The entire campaign brings forward the sporting rivalry between the European nations. Bhaichung Bhutia, captain of the Indian football team, will also be involved in promoting the championship.
Bhutia would be based out of ESPN Star, Singapore studios during the duration of the tournament to analyse the game for Indian football fans, Verma said.
HTA has developed the campaign and around Rs 1.6 crore has been spent on the advertising of the event. Samsung would be the presenting sponsor for the live and exclusive telecast. Airtel and Hero Honda will be the associate sponsors. The company has so far been successful in selling 80 per cent of the advertising inventory for the championship. To add an Indian touch to the event, for the first time a special Hindi commentary and analysis will be available in addition to the English programming.
“Hindi commentary will enhance the penetration of soccer considerably in Hindi- speaking pockets like UP, Gujarat, Haryana, Uttranchal, Bihar, etc.,” Verma said.