Kamla Bhatt

Yes, they call it football in India, and not soccer. And no, this is not a reference to the American football but to what the rest of the world refers to as football.

The "World Cup" mania is starting to gather momentum in India and I suspect in the next two days main stream media will start devoting more time on this topic. Indian football fans are gearing up to watch the month-long world football cup match. Football fans are now spread all over India and no longer confined to the traditional football crazy states of Kerala and West Bengal and the North Eastern states.

Indian businesses are also gearing up to tap into the football mania currently sweeping across India in a gentle wave, which is expected to turn into a frenzy starting June 9th.

First some facts. Here are some interesting facts from a recent article in India Today:

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  • about 120 to 150 million people are expected to watch the event on TV.
  • Rs 57.6 crore worth of TV ads sold
  • 13 advertisers per game for less clutter, more impact

Now, translate those number of eyeballs and there is a huge untapped market for revenue. Businesses from retail shop owners, to mobile phone operators to Airlines are pitching in with creative ideas to generate revenue. For instance, the advertisement rates for FIFA are going at a premium and rank next to the popular Indo-Pak one day cricket match. According to an article in The Telegraph the advertisement revenue from FIFA-related business is expected to go up by 75 percent.

ESPN-Star Sports will telecast the games in India. Airtel has signed a deal with ESPN Mobile Singapore to bring the game to its mobile users. According to the Business Standard:

"Starting June 9, 2006, Airtel subscribers all over the country can get two-and-a-half-minute preview clips on every World Cup 2006 match to be played till July 9, 2006. These will include match analysis and predictions, highlights and team news.

Subscribers can also download football games, wallpapers, ringtones and video clips on their mobiles. Subscribers would have to pay Rs 10 to download wallpapers, Rs 15 for ringtones, Rs 30 for videos, between Rs 50 and Rs 99 for games. "

And for $2 dollars Airtel users can get a comprehensive package that will include alerts on match and goals.

Airlines companies are also tapping into this football mania. Earlier this year Emirates started selling a football package deal for Indian fans.

I wonder in what other creative ways other businesses are tapping into this football fever in India?

Pratyush sent this excellent link to an article published in The Hindu Business Line.

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