GETSETSPORJO

CREATE AND MARKET A BRAND-NEW

PROFESSIONAL SPORTS TEAM IN ANY SPORT
BY ABI VARGHESE
 The Golden Age of Indian Hockey

 The Indian Men’s Hockey Team took its first-ever gold

medal in 1928, beginning a streak of six consecutive
gold medals in the sport. Between 1928 and 1980, the
team won 11 medals, including eight Golds — 1928
(Amsterdam), 1932 (Los Angeles), 1936 (Berlin), 1948
(London), 1952 (Helsinki), 1956 (Melbourne), 1964
(Tokyo) and 1980 (Moscow). The eight Olympic gold
medals have made India the most successful team ever.
The period up to 1960 was considered the golden age
or the men’s hockey in India.
Present Scenario

 According to the 2016 figures released by the Broadcast Audience Research Council
(BARC), The Hockey India League was viewed by 43 million people.
 The HIL was telecast in 146 countries. Total viewership was 69.7 million, including 41.4
million for India.
 The Odisha governments Jalandhar-based Surjit Hockey Academy is excelling at creating
a pipeline of young talent.
 National team camps and government organisations like the Petroleum Sports Promotion
Board and the Railway Sports Promotion Board are leading the way.
Goldmine of Opportunity

With the Recent success at the Tokyo Olympics the current

iterations of the men’s and women’s hockey teams
are India’s best ever in a long time.

But the lack of consistent domestic leagues are hampering its

development.

The engagement numbers were higher than most other sports

on Dream11s FanCode, indicating a clear audience interested
in the sport – it just needs to be tapped into.

Broadcasters like Star Sports, and its predecessor ESPNStar,

were the broadcasters for the PHL and the HIL, but in today’s
era of online streaming, other avenues should be considered.
Revenue and Reach Comparison

Initial market standing of

Advertisement revenue
and reach from 2015.
Brand Blueprint - The Bengaluru Bears

 Bears are identified as symbols of

courage, strength, wisdom and power.
They are known for being fiercely
protective of their own.

 ‘The Bengaluru Bears’ will establish

themselves as a team that fearlessly
evolves with time while keeping a strong
footing of its roots, throughout its actions,
decisions and communications.
Personality Blueprint

Brand Culture To be fearless and honorable.

To be humble in victory and gracious in

Core Values defeat - Strength of character and honour.

Symbols Bears, Black and Purple

 Digital Marketing Strategy

 1. The Crux of the Digital Marketing Campaign is Fan Engagement.

 2. Relevant Content to connect past and present events for full circle effect.

 3. Optimized for all devices.

 4. Consistency

 5. Monitor, Record and Review.

Omni Channel Marketing

Omnichannel Success
 Using both traditional and non-traditional strategies to create one cohesive well-wound
experience. For example, fans that attend games, they receive targeted ads and other
promotions. By implementing this, not only will your team receive the guarantee of a cohesive
sports marketing campaign but it also ensures your customers get consistent experience with
your brand. 

Why?
 This is mainly due to the consumers tendency to bounce from one channel to another and the
sheer volume of platforms to engage. For instance, one fan might go from watching game
recaps on YouTube to Twitter to congratulate you and your team. 
 Key Point Indicators

1. Website Engagement: Monthly unique visitors, Monthly returning visitors etc

2. Traffic by Channel
3. Customer Lifetime Value (LTV): Customer lifetime value indicates the average revenue that a single
customer is predicted to generate during the time he remains a customer of the company. 
4. Return on Investment (ROI): ROI = (Revenue generated from digital effort – investment cost)/Investment
cost.
5. Social Media Engagement Rate: Engagement rate = (Total number of interactions/Total number of
followers)
Fan Engagement - Digital and On ground

Fowler and Wilson 360 degree Fan

Engagement matrix
 On Ground Engagement

 Payment apps enabling spectators to order and pay food for merchandise from their mobile devices and
have the food delivered to them in their seat, meaning they don’t need to miss a moment of the action.
 On field sponsor demonstrations pre and post match an supplement the match day experience.
 RFID chip into team jerseys. Fan’s automatically receive discounts in the club stores and on all other
retail stands. The stadium then becomes flooded with the team colours, which enhances the overall
experience on the day and in turn leads to more season ticket sales.
 Sponsorship activations around the stadium to engage fans and promote sense of partnership.
 Meet and greet, fan of the match, exclusive behind the scenes action.
Digital Engagement

 Tie ups with Data collection partners, enabling data to be relayed to TV viewers within
seconds thanks to the GPS and radio frequency chips fitted on equipment.
 Fan apps engaging fans from different continents even on non-match days with the ability
to purchase merchandise or delve into stats with a personalised element offering deals
tailored to the user.
 Harnessing the potential of VR and AR to give fans an immersive experience of the
match, stadium, or museum tours from anywhere.
 Gamification element to fan points to boost engagement and build loyalty. Creating
experiences for your fans to promote higher levels of engagement and motivation. Build
emotional connection with your fans to increase brand loyalty.
 Marketing across other Mediums

TV :
Advertisements, Promos that harnessing Bengaluru’s tradition and ethos.
Developing a sense of pride that comes with representing the team.

Newspaper:
Features of Club branding and Player Promotions.
Eye catching picture promos.

Radio: In game broadcasts.

Interviews with past and present representatives of the team.
Fan Call-ins post game to assess fan reaction and promote active discussion.
THANK YOU