This summer is going to see lots of action in West Bengal. No, it's not cricket but football that is going to pump up the adrenaline. Total Sports and Entertainment, a sports marketing company, has organised Futsal, a five-a-side football meet, which kicked off on April 16.
Total Sports and Entertainment MD Navneet Sharma, said, "It's essential to understand the pulse of the city. The two big games in Kolkata are cricket and football. While cricket is an extensive proposition for a company at its entry point, football is a growing sport in India and on a global scale is a very popular game."
The USP of the company is in sports marketing and what they do is not just popularise the sport, but juice up the whole event by backing it with active promotions, ad campaigns, mobile interactivity etc. Big brands have been associated with this event. "For brands focusing on regional activities, this is a fantastic platform to leverage," he said. In the event, picking up the tab is title sponsor TVS Motors and the associate sponsors include Khadims and Haywards 5000.
Sixteen teams would play in each of the 19 districts and winners of each district will then play another knockout round to decide on the overall district champions on May 28 at the Howrah Municipal Stadium. The Kolkata champions and district champions will be clubbed with the top six of last year's Super Division for the final round on May 29.
Asked for the reason for targeting the state, Sharma said, "West Bengal was the test market and if the event turns successful, then we would go national with it. We may not move away from this venue, but bring in teams from different states."
The event is backed with extensive promotions. There are in-house promos that will be aired of the official television partners, Ten Sports and Tara Bangla. Both the channels will cover the event jointly. "While Ten Sports will cover the semi finals and the finals, Tara Bangla will cover the district level matches too," he said.