Field of Dreams: Edition 12

Greetings dear reader,

Along with the start of a fresh financial year, we are witnessing a “Summer of Sport” with one of the most packed phases of the sports calendar! We’ve got our hands full with the IPL and the World Cup approaching, along with rising levels of excitement for the Olympics and the UEFA Champions League!

Can you tell that 2024 is going to be more promising than ever??

The Kingdom of Saudi Arabia definitely thinks so with their intentions to launch a Sports Technology Center of Excellence!

At home, athletes are being celebrated like never before.

Check it all out??

Team Tales

When it comes to stitching deals, our team at ITW Universe has had quite the busy quarter!

Deepan Gujrati and Vajeendra Kannangara onboarded two brands as jersey sponsors for the Sri Lankan Cricket team’s tour of Bangladesh 2024 including Dialog Axiata PLC and Ritzbury.

ITW MENA & ITW Sports Teams are especially taking the stage by storm!

The team including Joshey John Abhishek Agarwal Karan Sureka Punit Khanna Pranav Ahuja Nikhil Vyas Vicky Vasnani Deepan Gujrati Raja Chakraborty Mohamad Sharik Jaskaran Gulati Ankur Jalota and many more, spearheaded various deals for the OMAN vs PNG T20 series, for the African Games and the India-England series.

With the WPL too, we’ve had a bumper year with onboarding Sintex as the central sponsor. Shout out to Aniket Biju Kattikulam for being the driving force behind this partnership along with my spectacular team - for facilitating various partnerships for jersey branding, as associate sponsors and more!

Tech for Thought

It was at the world’s most attended conference- LEAP 2024, where global disruptors in the tech space came together to discuss what’s next for their world.

Here, IT firm 源讯 announced their plans to launch a Sports Technology Center of Excellence as part of their MENA headquarters in Riyadh, Saudi Arabia.

I believe that this is an especially strategic move as the Kingdom is currently mobilising on their development program which is set to shape the future of its economy and with it, its sport.

Even as part of its “Vision 2030”, Saudi Arabia is looking to be the hottest hub (no pun intended ??) for the world’s most prestigious international events.

How though?

Drawing upon 源讯 ’ best-in-class IT services and solutions to global sporting events along with the Kingdom’s every initiative being rooted in tradition and culture, building a sport hub that captivates its audience would come with precision in every move.

When I tell you that the business of sport does not get more versatile than this, here’s what I mean-

Javier Escudero Navarrete (Commercial Director at Atos Major Events) made mentions of their unique track record in sport including over 25 Asian projects such as the Olympic Games, and Asian, Arab and Gulf Games!

Under the umbrella of “Club Atos”, this centre will be hosting an array of activities ranging from keynote sessions, roundtable discussions, technology demonstrations, workshops and networking events to further the prevalence of sport in the region!

Advancing what matters indeed!

Incidentally, our ITW MENA HQ plays a dual role with sports at its core and business, right next to it!

Market Mania

From Swiggy’s “No order is too small” to Vodafone’s goofy ZooZoos- sport campaigns have a way of transporting you back in time.

The ones off late have a different approach- painting a vision of the future- and I am impressed!

While Indians fill their cup with cricket, a slow-brewing revolution, a hunger for sport beyond the pitch is ready to raise a storm!

#HungryForGold is a legacy drawn from Britannia’s iconic 99’ World Cup campaign! It was born from the core values of Britannia Industries Limited and the creative prowess of Talented.Agency in collaboration with JSW Sports Pvt Ltd .

“Britannia Khao, Paris Jao” allows consumers to play various games, top the leaderboard and win an opportunity to go to Paris!

It featured six athletes- Neeraj Chopra (Javelin), Lovlina Borgohain (Boxing), Satwiksairaj Rankireddy & Chirag Shetty (Badminton), Bhavani Devi (Fencing) and Avinash Sable (Steeplechase).

With inclusivity as its intent- athletes that were diverse in the sport they play, in their gender and the states they come from- were chosen to ignite a passion for various sports that exist in the country but are not as sought after or even recognised.

I believe that #HungryforGold is a modern rendition of the 1999 campaign. While tech has evolved, the core principle is still the same- building engagement! Every fan had the opportunity to engage on their phones while also being educated about our stars who display their hunger for the game, over fame!??

Britannia has had some of the most nostalgic campaigns that never fail to tug at one’s heartstrings.

#HungryForGold has struck the right sentiment in Indians who work just as hard for the smaller victories of everyday as they do for those that are of great magnitude.

Kudos to the minds behind the making- Amit Doshi (CMO, Britannia), Pearl Alex (Creative, Talented) and the team at Rooted Films Rooted Films (Production House).

Watch out for the next newsletter, for it is going to be themed around the Indian Premier League India and all about it's inner workings!

This upcoming quarter holds a world of excitement for the sport lover. Which global event are you most looking forward to?

Let me know!

Until then…?

Bhairav Shanth