ITV

Tag: Total Sports Asia

  • TSA appoints Sudhir Sahni as new India MD

    TSA appoints Sudhir Sahni as new India MD

    MUMBAI: One of Asia’s global leader in sports content and branding solutions, TSA (Total Sports Asia) has appointed Sudhir Sahni as its new managing director Indian-subcontinent based in Delhi.

     

    Sahni comes with over 25 years of experience in the advertising industry. With a post graduate degree from India Institute of Management, Ahmedabad, he comes with a deep understanding of various consumer segments and the experience of building strong brands across various product and service categories.

     

    Sahni has worked with leading global brands and organisations like American Express, Coca Cola India, Pernod Ricard India, Max New York Life, Pepsi Foods, Glaxo Smith Kline, KFC, Taco Bell, Gillette, besides leading Indian brands like Religare, Usha, HT Media, Spice Telecom, among many others.

     

    Besides shorter stints at leading advertising agencies like RK Swamy (BBDO), JWT and Draft FCB, Sudhir spent 16 years with O&M India, in various roles, including the last three years as the president – head of advertising at the Delhi office. Sahni was also the country manager, India at Tag Worldwide before joining TSA.

     

    Founder and group CEO of TSA Marcus Luer stated: “We are delighted to welcome both Sudhir and Al to the TSA Senior management team. I am confident that their deep knowledge of the Indian and Malaysian advertising industry will provide us with new and fresh perspective. TSA has evolved over the past years and today our brand consulting and strategy approach linked to sports properties as well as branded real estate projects have created waves across the region. I am confident that under the leadership of Sudhir, we will continue to be on the forefront of new and exciting projects in the country.”

     

    Speaking on his new appointment, Sahni added: “Sports is a great platform for communication and branding. Being associated with local and global sports properties is a very powerful way for brands and corporations to connect with their consumers and stakeholders. For years, India was only about cricket, now finally the interest in sports is becoming much broader and TSA is well placed and committed to provide fresh and unique brand building solutions to marketers in the area of sports, entertainment and real estate. I am extremely excited about the opportunity to drive TSA’s business in India and add my expertise to the overall vision of the company.”

  • SMAAASH announces ‘Total Sports Asia’ as its exclusive brand solutions agency

    SMAAASH announces ‘Total Sports Asia’ as its exclusive brand solutions agency

    MUMBAI: Smaaash Entertainment (SMAAASH) has announced its exclusive partnership with Total Sports Asia (TSA). A global leader in sports, entertainment & branding solutions, TSA will come on board as its exclusive Sponsorship Sales and Brand Solutions agency for all the SMAAASH centers in the country and abroad.

     

    Through this association, SMAAASH aims at reaching out to brands and marketers across the country, by leveraging the specialised services offered by TSA and by further exploring key business development activities. TSA will provide expertise in providing customised solutions to brands, who want to engage with their consumers in unique and engaging routes, via the wide gamut of sponsorship opportunities across existing and upcoming SMAAASH centers.

     

    TSA director – sales and business development Ramakrishnan R said, “In this new era of sportainment, TSA is excited to be partnering with SMAAASH – the next big thing in gaming and entertainment, for all its upcoming centres. This is the closest to reality and an exciting platform for brands to interact with their consumers. Over the years we have successfully delivered to our rights holders globally and with our expertise across all offices globally, we hope to add value to SMAAASH through clearly defined brand assets.”

     

    Very recently SMAAASH Entertainment roped in FW Sports Investment Fund LP (FSIF), a Mauritius-based private equity fund as strategic investor; this is the first round of private equity funding into the company. This capital base will be a catalyst for the company to achieve its aggressive expansion plans and meet its objective of providing active entertainment via a fun filled, value-for-money experience.

     

    SMAAASH founder Shripal Morakhia added, “We are pleased to partner with Asia’s global leader in sports content and branding solutions- Total Sports Asia, as the team’s official Brand Solutions Agency. SMAAASH engages with every customer in a unique way, and this partnership with TSA will help add long term value to all constituents – from our customers and brands to TSA & SMAAASH.”

     

    With an aim to entertain the masses with incredible indoor game facilities, SMAAASH is on the verge of expansion and meeting all the core points of the country. Spreading across the fun and entertainment zone with the most unique concepts, this sports-centric immersive and interactive entertainment venue by the end of 2014’s financial year will touch base in Surat, Delhi – Noida & Gurgaon, Hyderabad, Bangalore and Pune.

  • TSA appointed marketing partner for Team Golf League

    MUMBAI: Sports marketing agency Total Sports Asia (TSA) has been appointed as the exclusive marketing partner of Team Golf League (TGL) 2013, which was earlier known as Touché Golf League.

    TGL, in its fourth edition will be held across 11 cities in India and for the first time will be played in three international destinations – Singapore, Thailand and Malaysia.

    Apart from handling sponsorship sales, TSA‘s international offices in Singapore, Malaysia and Thailand will also be involved in event management.

    Believed to be the largest amateur golf tournament in India and Asia, TGL 2013 will see the participation of 2400 golfers in India and 2400 golfers from Singapore, Thailand and Malaysia, divided into gangs of ten golfers each. Gangs will compete for the title of the best golfing gang in Asia.

    TSA MD & Sr. International Vice President Suvrangsu Mukherjee said, “TSA believes in ‘partnerships‘ and ‘value creation‘ and both these attributes are what makes TSA unique from anyone else in our industry. We have invented most of our business verticals at TSA India from scratch and turned them into formidable communication power houses that they are today. We hope to replicate a similar success story with TGL.”

    TGL 2013 starts in June with the Malaysia leg and the India leg scheduled in September. The All India finals will be held in Bangalore and the All Asia Finals is slated to be held in Turkey in December. The Indian leg boasts of some of the most illustrious names from the business and Industrial fraternity.

    Commenting on the tie-up, Touché Golf Sports MD Rathan Kumar said, “We are excited in leveraging the strengths of TSA in expanding this championship to Asia as the largest amateur team championship event, seeing the huge interest it has generated among the amateur golfing community in India, delivering beyond expectations to all involved.”

    TGL started as a Bangalore centric tournament in 2010 with 336 Golfers and grew from strength to strength into a 9 city event with 1600 amateur golfers in 2012.

  • ‘India is a very important part of our growth strategy’ : Marcus Luer- Total Sports Asia CEO

    ‘India is a very important part of our growth strategy’ : Marcus Luer- Total Sports Asia CEO

    Total Sports Asia (TSA) has big plans in India. Though it has concentrated on soccer, golf and badminton, the specialist in personalised sport and entertainment solutions is now looking at the opportunity of getting involved with the Indian Premier League (IPL). It views the team franchises as a hot property, offering a wide spectrum of revenue streams.

     

    Launched in India five years back, TSA has made progress in different areas like representing World Wrestling Entertainment (WWE) and organising the opening and closing ceremonies of the World Military Games. The plan is to also get involved in the high-profile, high-stakes game of cricket.

     

    In an interview with Indiantelevision.com‘s Ashwin Pinto, Total Sports Asia CEO Marcus Luer discusses about the dynamics of the sports marketing business and the company’s growth plans.

     

    Excerpts:

    How would you describe the progress that Total Sports Asia has made since launching in India five years back?
    TSA has grown from a small team in Mumbai to two fully operating offices in Mumbai and Delhi. We work across all our core business lines in India now – media rights, sponsorship, events and consulting. Over the years we have been involved in a host of different activities from the management of the World Military Games Opening and Closing Ceremonies to licensing deals for WWE. This is partially due to the nature of the Indian sports landscape and our wide range of skill sets. We are continue to explore various niche areas and are comfortable across many different sports.

    What will be your key areas of focus in India?
    India will remain a core market for TSA and we have identified certain sports and entertainment content which will be our focus. Without giving away too much, football, badminton and golf will be an important element for us. We have also identified a variety of local events which we believe have long term potential and we are keen to develop further.

    In terms of revenue and business generated, how important is India vis-a-vis the rest of Asia?
    I see India as a very important part of our growth strategy in the short and long term. The market has tremendous potential and we will continue to grow our presence.

    How does the deal with Nectar Capital benefit Total Sports Asia?
    The simplest way to look at this is that Nectar Capital provides us with additional fire power in terms of funding and financial business acumen. Having a strong PE partner makes us a better company.

    Cricket is the dominant sport in India . How come you have not been more active in this space?
    We have been involved but haven’t been that high profile. There are lots of discussions behind the scene and it is best left at this.
    ‘There are many great value-for-money projects which deliver a strong demographic audience and RoI for the sponsors. Our involvement in the Kerala Boat Race comes to mind. This is one of the biggest tourist festivals in the country and with us getting involved, the event will be elevated to a completely new level‘

    Are you looking at associating with an IPL franchise to help them monetise and plan better?
    Yes, I do believe that IPL franchises have great commercial potential and only very few truly maximise their commercial rights. There has been a lot of noise and too many people claiming that they represent this team or that team. We are quite happy to wait for the dust to settle and then have a smart partnership with the right franchise. The IPL is here for the long-run and so is TSA. The teams will work out pretty soon who is for real and who just talks.

    India will be hosting three big events over the next couple of years – Commonwealth Games, cricket World Cup and hockey World Cup. There is also the possibility of F1 race taking place. What opportunities does TSA see for itself here?
    These events represent great opportunities for us. We are in different discussions on all 3-4 of them. Some opportunities relate directly to our own core services whereas in others we have teamed up with global partners who will bring in the required skill and services. We are also involved in the World Championship of Badminton in Hyderabad this year, another global event in the country.

    India has commonly been called a one-sport country. Will so many big ticket events taking place here change things in any manner?
    Yes! I do believe that India is becoming more open to other sports, especially when there is the local hero factor. Saina Nehwal’s recent success in Badminton and the subsequent coverage in the local media shows that people love to see a winner.This was similar when Sania Mirza appeared a few years ago. With more major international events in the country and also better training facilities in other sports, India has the human capital and potential to excel in many areas.

    You have plans in badminton with the World Championship this August in Hyderabad. Do you feel that this could be the catalyst for viewership of this sport to grow?
    Yes! As I mentioned, badminton is a core sport for us and we are excited over the prospects of this event in India. With Saina Nehwal stepping out of the shadow of the Chinese players, the timing could not have been any better. If she continues this way, we could see an Indian World Champion being crowned on home turf. I think this would put the sport on a fast track to truly make an impact. Badminton has a strong grassroots following but that has not translated into commercial success yet.

    How did the deal with Nirmal Lifestyle come about for the US Open?
    It was a collaboration between us and the client. We were given a brief and a vision of what Nirmal was looking for and then went out to find the right partners and build a concept around it. It is truly a unique deal for all parties involved and we are confident to add more deals in this space.

    What are the other kinds of innovative tie ups that Total Sports Asia is looking at?
    There are a host of other unique licensing deals being discussed with global recognised sports brands but it is too early to reveal.

    Is there more of an understanding among clients in India about how sports can be used for brand building beyond just cricket?
    Yes! I do believe Indian brands appreciate that we don’t just talk about cricket when we sit in front of them but truly show them the opportunities with other sports or entertainment concepts. There are so many other great value-for-money projects which deliver a strong demographic audience and RoI for the sponsors. Our involvement in the Kerala Boat Race comes to mind. This is one of the biggest tourist festivals in the country and with us getting involved, the event will be elevated to a completely new level.
    You did a deal with Real Madrid for mobile content in Japan. Will this kind of a service come to India shortly with soccer growing in popularity?
    We represent the Real Madrid mobile rights and many other top sporting mobile rights for India as well. Mobile content growth is directly related to the local network capabilities. Having a large customer base in India is a great starting point but the lower spectrum of bandwidth still stops ‘rich’ content from truly being consumed in India. This is just a matter of time when new technologies will make this experience available in the market.
    You also recently did a deal with mlogic. Is leveraging the new media space becoming more of a focus area for TSA?
    We are in the process of launching our own online channel (www.totalsports.tv). This will stream live action from various events including the World Championship of Badminton in India and the US Open tennis over the internet. The service is in partnership with Octopus Media in the UK.
    Are you planning to work with sports bodies in India to grow sport at the grassroots level?
    In general we have a more top down approach. We start with media rights, build an awareness and presence for the sport on TV, and then develop a great ‘live’ experience for the fans. We let the fans touch and feel the sport and the stars and then give the fans what they want in terms of other interaction and experiences to allow them to truly immerse themselves with their favourite sport, team or athlete. This is currently the smarter route to develop the right level of awareness and commercial interest in a sport. That does not mean grassroots is not important and needs to be nourished. I truly believe that’s where the government needs to step up and provide the necessary infrastructure and financial support. Agencies will then be able to support that effort.
    Does TSA have plans in the player representation area in India and Asia?
    I’m sure this will be a natural process coming out of our involvement with certain sports and sectors.
    Apart from India, China is another key market for you. How did the Olympics impact the dynamics of the sports marketing business in that country?
    There are clear signs that the event has changed the perception of sport in China forever. The local athletes have become the true heroes of the games and many more stars will come out of the young generation who watched the Games from the sideline. At the same time, the typical Olympic hang over in the commercial sector was also felt, coupled with the global recession. So several new initiatives were shelved or put on hold. Overall, sports in China will continue to grow in double digit figures and the country will continue to produce world class athletes in many disciplines. The investment in the Games will pay off over the next 10-20 years and will make China a huge force in sports globally.
    How do you see the current economic downturn impacting the sports marketing business in India and Asia?
    The first five months of the year were difficult with a lot of negotiations slowing down or being put on hold. In the last two months we see a lot of renewed interest and discussions being revived. I believe that the corporate sector has managed to see the light at the end of the tunnel and worked out how they need to deal with the climate. Lots of projects for the later part of the year and next year are in full swing.
  • Disney to postpone ‘Hungamathon’ in Delhi and Kolkata

    Disney to postpone ‘Hungamathon’ in Delhi and Kolkata

     MUMBAI: Following the pandemonium that took place at the ‘Hungamathon’ (8 -15 year olds) organized by Disney owned kid’s broadcaster Hungama TV in Mumbai on 7 January, the channel has decided to postpone the mini marathon slated to kick off in the other two cities of Delhi and Kolkata on 14 and 28 January, respectively.

    A scroll running on the channel will indicate the change in schedule. However, a fixed date for the same has not been announced yet, confirms a Walt Disney spokeperson.

    An official statement issued by the channel prior to the event claimed that they had “received an overwhelming response of more than 90,000 entries across three cities in India, with close to 30,000 entries only from Mumbai.” However, later reports say that the organizers, Total Sports Asia, were only equipped to handle 15,000 registered participants.

    The Britannia Tiger sponsored ‘Hungamathon’ was to be planned, promoted and executed by Total Sports Asia in association with the Athletic Federation of India and conducted across the three major metros. However, the unexpected turn out in the number of participants and spectators gave way to a disorderly situation, in which a few children received injuries. This has now put the other two events on hold.

     

  • Chai Peng to head Total Sports Asia’s operations in China

    Chai Peng to head Total Sports Asia’s operations in China

    MUMBAI: Sports marketing firm Total Sports Asia (TSA) has appointed Chai Peng as the MD for China.

    Peng will oversee TSA’s operations in China and will be responsible for the division’s overall performance.

    He says that TSA is a young company with a passionate business. “I believe there is a lot of potential in sports in China. We will increase the areas where TSA is already well established and develop new, creative avenues as well.”
    On the plans for China he says, “We will look into key consumer trends, key owners, main advertisers, sponsors, media and key people in the industry within the next couple of months and then explore a new strategy to take TSA China forward.”

    TSA CEO Marcus Luer said, “Chai brings an amazing track record in building up a business in China with him and has the international experience as well. Together with our expertise in sports marketing, we believe that we have a winning combination.”

  • TSA, IBF launch interactive badminton game

    TSA, IBF launch interactive badminton game

    MUMBAI: The International Badminton Federation (IBF) and its marketing agency Total Sports Asia (TSA) have launched Badminton Manager, an interactive fantasy game.

    IBF executive deputy president Datuk Punch Gunalan says that Badminton Manager allows badminton fans from around the world to become more actively involved in the game, managing their own team of players.

    “Fantasy games are very well known in other major sports like football and formula one. It creates a new level of enjoyment for the badminton fan by giving them an interactive experience of the game.”

    Total Sports Asia CEO Marcus Luer says, “Playing Badminton Manager will bring fans closer to the players, tournaments and the new points system with its fun and educational elements. We want to share this opportunity with as many fans as possible and we are offering this top of the line product at absolutely no cost for the users.”

    Badminton Manager is launched in conjunction with the Thomas & Uber Cup. Gunalan said that “Starting with Thomas & Uber Cup just seems right. It represents a terrific opportunity for badminton enthusiasts to get acquainted with the game. We have plans to extend Badminton Manager to the World Championships in September and continue with a year-long version by the 2007 season.

    “Being a truly global sport, an online presence is increasingly important for the game of badminton. Badminton Manager will be featured on the official IBF and Thomas & Uber Cup websites. It will also have its own dedicated website at www.badmintonmanager.net”.

    Sportdreams, a European fantasy sports company from Europe produced Badminton Manager 2006. The company’s CEO Gerald Smith says, “We believe that the fantasy badminton audience will grow rapidly. We are not only creating a true fun experience for fans around the world, but at the same time build a database with the incredibly dedicated and loyal following that is treasured by commercial partners.

  • Total Sports Asia, Mountain Dew launch adventure reality show

    Total Sports Asia, Mountain Dew launch adventure reality show

    MUMBAI: Mountain Dew, the drink that celebrates the adventurous pulse of the youth, has launched an adventure reality show with Mountain Dew Himalayan Challenge 2006.

    Mountain Dew has partnered with Uttaranchal Tourism and associated with co-sponsors – Ten Sports, Mentos, Hercules TI and Weekender. The event is being managed by Total Sports & Entertainment India.

    The event will see 10 teams of 3 contestants each, pitted against each other amidst the mighty range of Himalayas to win prize money worth Rs 200,000 . The Challenge will comprise of teams participating in adventure sports such as rock-climbing, rappelling, GPS navigated cross-country, white-water rafting and mountain biking.

    The event will air over five episodes on Ten Sports, from May to June 2006. Besides this, the event will be promoted through heavy activation in press and outdoors to create awareness and build participation.

    Pepsi India executive VP, marketing – flavours Pratik Pota says, “The Mountain Dew Himalayan Challenge 2006 is designed for all adventure enthusiasts who dare to challenge and showcase their competitive streak. The event exemplifies Mountain Dew’s daring imagery and we are positive that this will help strengthen Mountain Dew’s association with adventure sports as well as enhance consumer connect in India”.

    Total Sports Asia director business development Shail Kapri says, “We are proud to associate with Mountain Dew and launch the mega ‘Mountain Dew Himalayan Challenge 2006’ in India. Adventure sports is fast gaining popularity in India and the event is a reflection of the adventurous spirit that has caught the attention of the youth. We are positive that such initiatives will give a boost to the competitive sport segment in India”.

    The event will be held in Auli and Rishikesh from 23 to 25 April. On the first day, the teams will compete across rock-climbing, rappelling and cross-country in Auli. On the 25th, they will raft down from Kaudiyala to Laxman Jhoola in Rishikesh, followed by mountain biking through Rajaji National Park till end at Rishikesh Barrage. The prize presentation ceremony will take place on the eve of 25 April, which will also see the winners of the ‘Runner-Up Trophy’ and the ‘Mentos Trophy’ for the ‘quick thinking’ team.

    To participate in the event consumers can fill entry forms, available at any of the 52 Weekender stores across the country. They can also log on to www.dewdares.com and enter the challenge. The last date for entries is 18 April. The teams will be selected from across 40 cities and will comprise of 3 members each. The nationwide selection will be on the basis of various parameters such as fitness, health, past experience etc. Entry is open to all above 18 years of age and is free of cost.