Download - Kabaddi League Analysis
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Sport has the power to change the world. It has the power to inspire. It has
the power to unite people in a way that little else does. It speaks to youth in
a language they understand. Sport can create hope where once there was
only despair. It is more powerful than government in breaking down racial
barriers Nelson Mandela
SPORTS LEAGUES
Sports leagues comprise of teams made of individual athletes competing on
a national or international scene. These teams are owned by individuals from
diverse background comprising of corporate, lm stars, sportsmen etc.
Usually in these types of leagues due to involvement of various business
houses large amount of money is pooled in and huge investments go in.
Few Sports leagues across the world
Formula 1 !uto "acing#
$!S%!"!uto "acing#
!merican &eague 'ase'all#
$ational 'asket'all !ssociation $'!#
(nglish )remier &eague Soccer#
Sports Leagues in India
!thletics *ndian !thletics &eague *! + to be launched
'adminton *ndian 'adminton &eague *' + &aunched in -1/ *ndian )remier &eague *) + Started in --0, into its th edition
%hampions &eague T- %&T-# + &aunched in --2, into its 3th edition
*ndian %ricket &eague *% + From -- to --2 $ow defunct#
Football *+&eague + &aunched in --, and is in its th edition this year
$ational Football &eague $F + From 1223 to --
*ndian Super &eague *S 4 Finished its rst edition on 5616-15
7ockey *ndia &eague 7* + &aunched in -1 editions over, ne8t in
-19# )ro :abaddi &eague ): + *naugurated in -15 rst edition was a big
hit# ;orld :abaddi &eague ;: + &aunched in -15
*nternational )remier Tennis &eague 4 Finished its rst edition in
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PRO-KAA!!I
:abaddi made its debut in !sian =ames in 122- and since then *ndia has
won it on each occasion. >n top of it *ndia has won the :abaddi ;orld %up onlast 9 occasions. !ccording to federation data there are ,255 :abaddi
leagues in *ndia.
)ro :abaddi is an initiative of ?ashal Sports, which is driven by )iyush
)andey >gilvy @ ?ather#, !nand ?ahindra ?ahindra @ ?ahindra#, "aAiv
&uthra &uthra @ &uthra &aw >Bces# and %haru Sharma *ndian
commentator, CuiDmaster and ?anaging
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The league has taken our indigenous sport of :abaddi to new levels of
professionalism, benetted all stakeholders involved in the ecosystem of the
game and players have become role+models for the youth.
This bold and revolutionary step has highlighted the new, modern,
international and competitive face of :abaddi throughout the length andbreadth of the country.
The )ro :abaddi &eague has advanced the sportEs reputation and made it
reach in international circuits. *t has brought together *ndian and
international players, acclaimed *ndian personalities and sports authorities.
)ro :abaddi has set the ball rolling to make the sport visible, attractive,
professional, and remunerative and, for a large section of *ndiaEs athletic
youth, aspirational.
FOR"AT OF T#E LEAGUE
(ight+city league with games played on a home @ away basis.
(ach team played each other twice.
0 venues hosting 5 days of GhomeE team action.
?atches were played as per the current international rules and
regulations of the *: but with minute alterations, to enhance its appeal
on television.
AU$TIO%
7osted by the GTravelling =avelE 'ob 7ayton, who has over - years of
auctioning e8perience 'udget cap + "s 3- lakhs6franchise
Selection 5 players from %ategory ! 3 players from %ategory ' 1 player from %ategory % 1 player from domestic buHer area.
)layers participated I 23 *ndians , Foreign 5#!part from *ndia, players from Turkmenistan, *ran, Japan, South :orea,
)akistan, U:, )akistan, :enya, 'angladesh and Taiwan were a part of the
auction.
FRA%$#ISES
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'engal ;arriors I :olkata :ishor 'iyani, Future =roup %hief#
'engaluru 'ulls I'engaluru :osmik =lobal ?edia#
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*n $ovember -1 ST!" committed an investment of "s -,--- crore
to develop multiple sports culture in *ndia and ):& is one those
commitments to foster the same TL advertisements showed :abaddi in a new GavatarE all together.
&eague tuned into prime time slot after .- which brought the game
closer to viewers. )layers were interviewed in 7indi making them comfortable and
allowing the viewers to connect with them.
PRO"OTIO% "I'
PRO!U$T
=ame shifted from earth to synthetic mats mud to mat transition#
State of the art indoor stadiums + *nfrastructures were built to provide
facility for all the matches wherever the league travelled Specialists were hired from contact sport like rugby, bo8ing and
wrestling to create a good television e8perience 19 diHerent cameras were used to cover the picture from each and
every angle
M Ultra motion cameras to camera to capture the smallest details
%rane cameras for over head shots
Steady, hand held cameras to focus on the crowd
(dgy graphics were designed by an *sraeli company
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*n depth statistical analysis was displayed on televisions to improve the
perception of the game being a serious sport and to engage more
viewers =ames of the rules were tweaked like only - seconds were given for a
raid )layers wore shirts which provided space for logos of sponsors
;hite electronic scoreboards were used
&ycra uniforms were used
7igh+grip shoes were provided to the players which gave the game a
modern look =ame was made televisual 4 )layers where bright outts ,enter the
arena with loud music pyrotechnics, plumes of smoke and colourful
strobe lighting
PLA$E &arge scale campaign strategies were made to attract viewers so that
they remove any pre conceived notions about the game
=ame was launched on multiple ST!" networks at prime time which
increased the number of users
Sports %hannelsI Star Sports and Star Sports 7< in (nglish
commentary ensured sports enthusiast remain glued with the game
(ntertainment channel while Star =old in 7indi commentary. This was
done to target the consumers who do not consume sports as
entertainment on a routinely basis.
The game was played in big cities which enabled to catch media
attention as well
PRI$E
$o direct costs associated with the consumption of entertainmentproducts on television therefore it is important to look at perceived
costs
! relatively economical game + a synthetic mat costs +5 lakhs
Shorter in duration thus it reduced the time associated with a viewer to
spend on a single match
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The price of the ticket in the stadiums were kept low appr8
--6person# &eague was held in caravan formatE which allowed the management to
handle the tournament easily and lower down the costs
*naugural auction saw 5-.- lakhs being spent by all 0 franchisescombined
"akesh :umar 4 *ndia captain was picked by )atna )irates for 1.0
lakhs 4 three times his base price 5 lakhs# which was the highest
PRO"OTIO%
)an *ndia activation strategy was designed
?alls with ma8imum footfalls were targeted. =ame units were placed
inside the malls obstacles in shopping comple8# which allowed usersto e8perience the thrill of the game.
This introduced viewers to real time aspect of the game and created
curiosity among them which in turn increased the footfall in stadiums %elebrities like Salman :han, Shahrukh :han ,Sachin
Tendulkar,!mitabh 'achchan, !bhishek 'achchan, )riyanka %hopra,
!Aay beroi , created a theme song G
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!IGITAL STRATEG&
SO$IAL "E!IA
Twitter handle (pro)a*addi and Facebook page ProKa*addi was
created where fans can follow the latest scores and engage on social
media interactions.
(verything was organic +$o ads, paid promotions, asking fans to re+
tweet ,no contests
)ro:abaddi twitter handle was also not being promoted on television
Strateg+
'uilding the buDD6momentum from before?ay# 1stmatch on 3th
July
)re game community building
%onstant key word monitoring and replying
"eplying to Cueries and regular re+tweeting
&ive tweeting the matches as they unfolded
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%onstant engagement with fans and :abaddi enthusiasts pre+game
and on match day
%onstant engagement with teams, team owners, celebrities,
Aournalists, magaDines, sport enthusiasts , inOuencers
Signature Seles I shared by celebrities like !mitabh 'achchan,
Shahrukh :han, !amir :han, Sachin Tendulkar present in the stadiums
and their tweets about the e8perience added to the buDD around the
game.
OT#ER !IGITAL "E!IU"S
!n oBcial )ro+:abaddi website www.prokabaddi.comwas launched
?atches were streamed live on starsports.com
)aid application to watch matches and videos
USI%ESS "O!EL
>wner to spent 1+1.9 crore on team rights for 1- years
>wnerEs revenue will come from
Sponsorship Ticket Sales )riDe money
>wners shed appro8imately 9+3 crore which included salaries of the
players and their travel
http://www.prokabaddi.com/http://www.prokabaddi.com/ -
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PRO KAA!!I - A SU$$ESS,,,
#& E SA& T#IS.
For the Sport/Pla+ers
)layers became household names and got the distinction theydeserved thus giving a brand image to the game + !nup :umar, "ahul
%haudhari, ?aninder Singh even when these players have won !sian
games they were earlier not known to the common masses# 7elped in nding new talent for *ndia "ahul %haudhariLiDag# , !Aay
Thakur'engaluru# and Surinder $ada?umbai# to name a few "ahul %haudhari 4 raider Telegu Titans says he is now getting marriage
proposals and daily --+5-- friend reCuests on Facebook :abaddi provided the lu8ury of endorsement deals to the players and
gave them the opportunity to earn in lakhs :abaddi the game of soil is making heroes out of sons of soil
!lready being compared with what :erry )acker did for cricket by
organiDing ;orld Series cricket and Sky Sports did with )remier league
in 122-
For the Sponsors/Associates
Shakti )umps sponsoring Jaipur )ink )anthers#I 7elped rm enhance
brand recognition in the rural areas says !nkit )atidar ,L) marketing .
%ustomers discuss the game in GchaupalsE held by their distribution
team Future =roup owns franchisee in 'engal Team#I organiDed :abaddi
matches outside 'ig 'aDar outlets which struck the chord with the
masses and increased footfalls. They even hope to break even in Aust
years
>n+air and on+ground integration with Fevicol displaying the line
GFevicol :i )akad, %hhootegi $ahinE was shown displayed on &(ver 2-R comments and reactions had a positive tone
9R conversations were initiated by women Series culmination day produced more than 9--- tweets
Tele1ision
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1stday 4 million viewers tuned in to watch ):& T!? data#
>ver -- million watched in the rst 0 days
First 19 days I ):& 00 million viewers / *)& had 59 million viewers /
F*F! ;orld %up 12 million viewers *n day leagueI 59 million viewers tuned in to Star which is thrice
the number of people who watched F*F! ;orld %up -15 in *ndia *)& had 99 million thus on the basis of numbers :abaddi did became
*ndiaEs ndmost favorite sport 03.5 million tuned in to watch the nal match between Jaipur )ink
)anthers and ?umbaiEs U ?umba F*F! world cup nal 4 5.3 million
/;;( ;restlemania 4 . million / 7ockey ;orld %up nal+ 1-.5
million / ;imbeldon menEs nal 3.1 million#
The game of all genders6age groups I >ver 2R viewership wasfemales / R children thus breaking the stereotype that it was a male
dominated sport.
In words of Charu Sharma and Anand Mahindra brought Kabaddi
out of the shadows into the sunlight
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PAT# OF SU$$ESS,,
The andwagon e2ect
Tapping into all the pro3otion strategies at once created a
*and wagon e2ect which got 1iewers to *e in1ol1ed with the
ga3e4
In1ol1e3ent o5 cele*rities and word o5 3outh pla+ed critical
role in helping reach sustaina*ilit+ and increase the reach
Ti3e
The league was launched during an away series of *ndian cricket
team thus not competing with *ndiaEs most popular game cricket.
Penetration
Star T6 has e7panded its 5ootprint to 3ore than 89 cities thus
Pro Ka*addi penetrated 5urther
$olla*oration with rural *rands li)e "ahindra and ig a0arwill added to the penetration o5 the ga3e
rand purpose
ith 3ore than :;< 3illion people li1ing : sport was not
enough thus there was a lot o5 space 5or other sports4
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Identi=cation > targeting and repac)aging the sport in a wa+ so
that it appeals to the audience is the purpose o5 the *rand
Re?u1enating the @product 5ro3 the roots up
Synthetic mats, lycra uniforms, high+grip shoes @ electronic
scoreboards changed the rural Gbarefoot sportE forever
The high+adrenaline game needing athleticism and international rugby
cameramen have helped dramatiDe the action
rand properties
Strong visual @ sonic properties
&ogos @ identities of all 0 teams in the league
Tagline claimed to be GThe new face of :abaddiE which shed the belief
of :abaddi being an GoldE *ndian game
Inno1ati1e co33s that dra3ati0e the *rand idea
(ach team was owned or associated with big 'ollywood stars
Top stars @ business tycoons were guests at the matches, visibly
tweeting @ clicking seles during the games.
'randing @ communication was gladiatorial + *t appealed to young
males, dramatiDed the sportEs rougher, physical side @ featuring slick,
violent visuals.
%o FaigueB(nsured it got over Cuickly Aust like *)& days# thus the viewer
did not felt fatigued
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eing IndianB*ndians are replacing the idea of being western as being cool
and becoming more comfortable with the idea of being *ndians and adapting
to indigenous platforms
Ka*addi as a ga3e
?ass following
&ow+cost sport
?ade it modern, can be scaled up.
Few rules Full+on contact sport that needs no eCuipment whatsoever
Short @ intense
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)eople may still not be familiar with the rules of the game so
scrolling through the rules so that viewers get familiariDed will
come in handy. !lso constant tinkering with the game of the rules should be
avoided and ):& and *:F should have the same standard of rules
so that the viewer does not get confused
$reating icon For a sport to be successful one needs to have a role model6icon.
:abaddi should try to build that one role model ?eet the star campaign where few lucky get to meet a star player of
the team. "unning documentaries on a particular player will help in building
up his prole.
!ddition of social wel5are e7penditure *+ co3paniestowards
sports at both rural and national level will add to the growing
popularity and improve the sport further
(nsuring teams represent appropriate regionsI Tamil $adu and )unAab contribute the most number of players to
*ndian :abaddi but no teams from those regions were available. To keep a level playing eld for the fans teams from strategic
regions should also be Ooated in
$reati1it+ B Super'owl do not have an yearly auction so that interests in the
players is maintained and viewers are able to identify with their
players something on same grounds can be done here also
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(ven with low price cost of the seats went empty during the
events thus itEs important to create a uniCue e8perience for the
viewers 'aseball is known for 7ot dogs and coke/ Football for its fantasy
games/ 'asketball for instant replays similarly ):& should try and
invent something new which will create fan e8perience , like give
artists acrobats, magicians# to showcase their talent in intervals
Getting Ad1ertisers/Sponsors Sponsors played a wait and watch game though their interest
kept increasing as the league progressed ):& should combine on ground and on air packages henceforth Franchises hopeful of breaking even by third year Liewership numbers and e8perience can add to the number of
sponsors ne8t season onwards
Sponsorship opportunities include buying space on Aerseys or
ground rights
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REFERE%$ES
httpsI66twitter.com6)ro:abaddi
httpI66sportsrediscovered.com61216building+pro+kabaddi+league+bollywood+cricket
httpI66www.business+standard.com6article6companies6on+day+one+pro+kabaddi+league+a+hit+with+viewers+115-0--1991.html
httpI66www.sportskeeda.com6kabaddi6pro+kabaddi+league+gears+up+to+raid+global+kabaddi+talent+from+15+countries+in+auction
httpI66www.tellytrp.in6-156-26star+indias+bet+with+pro+kabaddi+league+second+edition+gets+a+thumbs+up.html
httpI66indiatoday.intoday.in6story6kabaddi+league+Aaipur+pink+panthers+abhishek+bachchan+anand+mahindra6160-29.html
httpsI66www.saddahaC.com6sports6prokabaddirevolution6from+rags+to+riches+indias+pro+kabaddi+league
httpI66nicheiima.wordpress.com6-156-261-6marketing+lessons+from+pro+
kabaddi+league6 httpI66www.eventfaCs.com6news6ef+-9116Star+Sports+promotes+)ro+
:abad+15-32590159.html httpI66businesstoday.intoday.in6story6pro+kabaddi+league+yet+to+strike+a+
chord+with+advertisers616-0590.html httpsI66www.google.co.in6url
sat@rctA@C@esrcs@sourceweb@cd9@cadrAa@uact0@ved-%JtS)u!SC8o&!
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httpI66www.m8mindia.com6-156-06brands+like+mm+and+future+group+bet+on+pro+kabbadi+league+for+rural+push6
httpI66www.afaCs.com6news6story65199)ro+:abaddi+&eagueI+!+grand+opening
httpI66www.bbc.com6news6business+033-5
httpI66forbesindia.com6article6special6pro+kabaddi+a+strong+start+but+the+need+for+improvement603961
httpI66www.adgully.com6perspective+indian+sports+heading+to+a+league+of+leagues+phase+923.html
httpI66www.afaCs.com6news6story6513>n+the+ground+with+)ro+:abaddi
httpI66www.buDDoop.com6kabaddi6star+sports+winning+strategy+pro+kabaddi6
httpI66www.afaCs.com6news6story65155Star+Sports+ups+the+ante+with+)ro+:abaddi+&eague
httpI66www.afaCs.com6news6story65199)ro+:abaddi+&eagueI+!+grand+opening
httpI66www.afaCs.com6news6story6513-:abaddi+leaguesI+breathless+pace
httpI66wheresthesausage.typepad.com6myweblog6-156-26even+ancient+brands+can+be+reAuvenated.html
httpI66www.e8change5media.com69-30good+ratings+give+added+push+to+fevicol+association+with+pro+kabaddi+league.html
httpI66www.wsA.com6articles6what+is+kabaddi+new+league+draws+sellout+crowds+in+india+15-2-15
httpI66blogs.wsA.com6indiarealtime6-156-06-96in+pictures+indias+pro+kabaddi+league+teams+grapple+for+victory6
httpI66timesondia.indiatimes.com6sports6more+sports6others6%elebrities+draw+fans+to+sport+Study6articleshow659051.cms
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ports/more-sports/others/Celebrities-draw-fans-to-sport-Study/articleshow/45384721.cms