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Selvel bags in-stadia advertising rights for hockey’s Champions Trophy in Lahore

17-November-2004
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Selvel bags in-stadia advertising rights for hockey’s Champions Trophy in Lahore

Selvel Media Services Pvt Ltd has signed an agreement with Pakistan Hockey Federation to sell in-stadia space to Indian sponsors for the Samsung Champions Trophy 2004, to be held in Lahore from December 4 to 12. The National Stadium in Lahore is the world’s largest hockey stadium and a new astroturf is being laid for the premier hockey tournament. A large number of hockey lovers from India are expected to attend the event.

“We have signed an MoU with the Pakistan Hockey Federation to sell stadium space to Indian sponsors. We have promised to generate a business of Rs 20 lakh from India. I am certain that we will cross this amount. The PHF has given us more than 50 per cent of the total stadium space available for advertisements,” said Pramod Bhandula, General Manager, Selvel Media.

The global partners involved in the event include Samsung, Korea, Sahara India, Rabo Bank, Netherlands, and IBBO, a CA firm from Germany. Six nations will participate in the tournament -- Pakistan, India, Holland, Germany, Spain and New Zealand. Ten Sports, DD, PTV and all other major sports channels will telecast the tournament.

On the possible sponsors, Bhandula said, “We are targeting the TV channels because we find that serials from Star and Sahara are very popular in Pakistan. Also, all the major communication companies like Reliance, Airtel and Hutch are being targeted.”

Asked if the company is open to franchise operations, Bhandula said, “We are open to franchise operations. We are getting 15 per cent of whatever sales we make for this event. We wouldn’t mind going fifty-fifty on it.”

Interestingly, more advertising space has been allocated for Indian sponsors than for local Pakistani companies. “The brief given to us by PHF was to get maximum Indian corporate participation for the event. We are certain that a lot of Indian companies would come forward to associate themselves in this venture,” Bhandula said.

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