Despite telecast deals for 152 countries, most companies turned down sponsorship offers for Friday’s match between Argentina and Venezuela.
Bengal’s fascination for football is not new. King Pele in 1977, Diego Maradona in 2008, ‘Leo’ Messi in 2011. Kolkata’s Yuva Bharati Krirarangan is set for more football history on Friday. However, Celebrity Management Group (CMG), the match promoter, will be making history for a different reason.
According to the deals it has negotiated, the match between Argentina and Venezuela is set to be broadcast in 152 countries. This is a feat yet to be managed by even cricket, arguably the country’s most favoured sport.
And, yet, the proposition was not found lucrative enough for companies such as Coca-Cola and Adidas and the other usual sponsors for big cricketing events. “We approached most of the big companies for sponsorship, but given the fact that the event has no precedent, and is a first, most were reluctant to participate,” said Bhaswar Goswami, director, CMG.
The timing perhaps was another reason. Most companies start aggressive marketing only around the festival season. “The soft drink business in India continues to be seasonal, with volumes peaking during the summer and later in the festive season from Durga Puja onwards. This match is scheduled at a time when, from a business standpoint, the activation would not have had optimal returns,” said a Coca-Cola spokesperson.
CMG knew its football-crazy city better and, so, tied up with the city-based hospitality-to-retailing major, Rose Valley Group, as title sponsor. Another city-based company, Emta Group, which also sponsors Bhaichung Bhutia’s new club, and PepsiCo, the only major company to do so, have put in their cash.
The broadcasting rights, which form the crux of revenue for most such events, have been sold to multiple agencies for various regions. Specifically, broadcasting rights have been sold for about $1 million or Rs 4.5 crore. Of this, ESPN has bagged the rights for broadcast in South Asia at about $500,000 (Rs 2.25 crore). In Africa, the distribution rights have been given to Supersport, while the North and South American and European rights have been bought by Swiss company Kentaro.
“Despite the lack of enthusiasm for football, we have managed to get the sponsorship amount we needed. The apathy might be due to a general lack of interest in football and a doubt over what mileage a brand would derive from a football event,” Goswami said.
Adding: “While we are targeting revenues of up to Rs 20 crore, realistically we should reach about 80 per cent of the target. To be more precise, the revenues from this one game will equal those of about 50 football matches to be played in India.”
The game is not an exhibition match but one regulated by the Fédération Internationale de Football Association (Fifa), an official friendly game between Venezuela and Argentina, the 40th and 10th ranked teams in the world, respectively. Significantly, the outcome would impact the rankings of both teams.
“Indians tend to follow success and the problem with football in India is the dismal performance of the national team,” said Alyque Padamsee, communications specialist.
CMG expects to also make money from ticket sales. However, the venue, which has a capacity for 120,000 spectators, is expected to be partially empty on Friday. As of today, only 40 per cent of the tickets had been sold. This could also explain the lack of interest among sponsors.
Tickets have been priced at Rs 700, 1,000, 1,800 and 2,800. Till now, it is said, six corporate boxes have been bought by film stars, like Ranbir Kapoor, for Rs 7.5 lakh each.
Besides Messi, who has been the Fifa ‘Player of the Year’ twice, Javier Mascherano, Sergio Aguero and Gonzalo Higuain will be seen raising fever pitch at the Mecca of Indian football.
