This presentation is a suggestion for a potential revenue generation stream via Digital/Online mediums for AIFF and the I League. The presentation is a research done by me on the basis of conversations with player agents and club officials.

1. Central Digital Marketing
Plan

2. How the idea came about
• 2 ILeague clubs approached me March/April month inquiring
for online marketing services
• I presented to one of the club and the feed back I received
was that my retainer costs were high
• That prompted me to analyze all club websites and realized
that they all need an over haul
• I communicated with ports bloggers on a sports blog network
and asked them for feedback on changes they want to see on
websites

3. Key Learning's
• Club’s don’t have budgets for digital activities
• Clubs want to connect with fans
• Fans want to visit club sites but currently they
bounce rates are high
• Opportunities to create new line of revenue from
digital space
• Monetization via sponsorships and advertising

4. Introduction
• 3 Clubs don’t have a Website
• 1 Club’s Website is under construction
• 10 Clubs have Websites
• None of the Clubs have a Fan engagement
platform
• None of the clubs have blogs
• Not all clubs have video content
• Content is not Mobile friendly

5. SWOTSTRENGHTS
• Rapid growth of Internet in India
• Growth of Mobile phones and Internet access
via phones
• You Tube and photo sharing most active social
networks
• Strong base of Football fans in India
• Access to football clubs for a dialog
• Demand for video content is very high
WEAKNESSES
• Expensive to set up operations
• Challenge to raise Monies
• Challenge to get all clubs to agree to the plan
• AIFF’s view about the project
• No inbuilt resources to manage the day to day
activities on the project
THREATS
• AIFF/Reliance IMG partnership (Research to be
done)
• AIFF/IPFCA differences
• Blue print can be copied
• Clubs with existing websites may oppose the
plan (to be explored with Dempo)
OPPORTUNITIES
• Generate New Revenue streams
• Separate self sustainable sponsorship model
• Clubs to trim costs (Online Mktg Costs)
• We get an opportunity to venture into Digital
production and build properties around that
• Promote local football viewership
• Influence IPFCA

6. W-O-W Strategy
STRENGHTS
• Rapid growth of Internet in India
• Growth of Mobile phones and Internet access
via phones
• You Tube and photo sharing most active social
networks
• Strong base of Football fans in India
• Access to football clubs for a dialog
• Demand for video content is very high
WEAKNESSES
• Expensive to set up operations
• Challenge to raise Monies
• Challenge to get all clubs to agree to the plan
• AIFF’s view about the project
• No inbuilt resources to manage the day to day
activities on the project
THREATS
• AIFF/Reliance IMG partnership (Research to be
done)
• AIFF/IPFCA differences
• Blue print can be copied
• Clubs with existing websites may oppose the
plan (to be explored with Dempo)
OPPORTUNITIES
• Generate New Revenue streams
• Separate self sustainable sponsorship model
• Clubs to trim costs (Online Mktg Costs)
• We get an opportunity to venture into Digital
production and build properties around that
• Promote local football viewership
• Influence IPFCA

7. Before we get into our proposed offering lets
understand sport, culture, the web and online
usage statistics in India ……..

8. Sports on the Web
Sport as an (online) experience:
Experience is improved:
• Lengthened: longer & more often
• Broadened (more users)
• Deepened (more types of use)
Builds a relationship with the consumer

9. Sports Culture in India
• Loyal Fans
• Major Traditional and Online Media coverage
• Numerous Clubs and Federations
• High levels of fan interaction
• High level of online sports website traffic
Society and Vitality

11. 2
India’s Rank in
Facebook Usage
100+
Million
Internet Users in
India
790+
Million
40+
Million
Mobile Phone
Users in India
Mobile Internet
Users in India
70%
Of Internet users
in India watch
You Tube Videos
51%
31%
18%
18 - 24
25 - 34
34+
Facebook
Demographics India
72
94
Web
Browsing
Mobile
Apps

12. Facebook & Twitter Most Popular Social
Networks
Liking and sharing social posts most active
activity on Social Networks
Watching Videos and distributing/sharing
Video content is a very popular activity
amongst Indians
65200000 blog articles that mention I-League.
Conversations on various forums and
communities
935,000,000
Google Searches for I-League News

13. Current state of sports on web
India context
• Popular Sports governing bodies have a webs
presence
• Failure to engage fans
• Very low level of activities in Social Networking
space
• No common platform for Fans to communicate
• IPL franchises have better websites than football
clubs (and IPL is just 5 years old)

14. I-League on web
Club Website Website URL Notes
Air India No
Chirag United Club Kerala No http://www.chiragsports.com/ Under Construction
Churchill Brothers Yes
http://www.churchill-
brothers.com/main.php
Dempo Yes http://demposportsclub.com/
East Bengal Yes http://www.eastbengalfootballclub.com/
HAL No
Mohun Bagan Yes http://www.mohunbaganclub.com/
Mumbai Yes
http://www.mumbaifc.com/MumbaiFC201
2/
Pailan Arrows No
Prayag United Yes http://prayagunited.com/
Pune Yes http://punefc.com/
Salgaocar Yes http://www.salgaocarfc.in/
Shillong Lajong Yes http://www.shillonglajong.com/
Sporting Clube de Goa Yes http://www.sportingclubedegoa.com/

15. I-League Social Media Stats
Club Website Facebook Twitter You Tube Channel Wikipedia Blog
Info Page Fan Page
Air India No Yes no No Yes No Yes No
Chirag United Club
Kerala No No No No No No Yes No
Churchill Brothers Yes No No No No No Yes No
Dempo Yes No Yes Yes Yes Yes Yes No
East Bengal Yes No Yes Yes Yes Yes Yes No
HAL No No No No No No No No
Mohun Bagan Yes No Yes Yes Yes Yes Yes No
Mumbai Yes No Yes No Yes Yes Yes No
Pailan Arrows No No No No No No Yes No
Prayag United Yes Yes No No No No Yes No
Pune Yes Yes Yes Yes Yes Yes No
Salgaocar Yes No No No No No Yes No
Shillong Lajong Yes Yes Yes Yes No
Sporting Clube de Goa Yes No Yes No No No Yes No

16. Scope of Work
Complete gamut of digital services can be
looked into:
• Digital Assets
• Fan engagement assets
• Production
• Online Marketing

17. What are we proposing
Our pitch is to AIFF/iLeague Clubs and IPFCA to offer the following services:
1. Web Site Design, Develop and Maintain
2. Search Engine Marketing
3. Search Engine Optimization
4. Social Media Optimization
5. Online Marketing Campaign
6. Digitally Produced Content (video)
7. Mobile Friendly Websites
8. Mobile Applications
9. INLINE Marketing Consultancy
10. Online PR – Blogger/Community Outreach

18. Four Pillars of I-League Digital Plan

19. Operational Plan
DIGITAL
MARKETING
WEBSITE
SEO
ONSITE
OFF SITE
PPC
AD COPY
ACCOUNT MGT
CONTENT
SOCIAL MEDIA
MARKETING
BRANDED PAGES
ENGAGEMENT
ADVERTSING
APPLICATIONS
GAMES
MICRO BLOGGING
BRANDED PAGES
ACCOUNT MGT
PROMOTIONS
BLOGGING
SEO
BOOK MARKING
MOBILE
APPLICATIONS
DESIGN
BUILD
PROMOTE
ONLINE
REPUTATION
MANAGEMENT
TREND TRACKING
COMMUNIACTION
TRACKING
COMMENT
TRACKINGI
PHASE1 PHASE 2 PHASE 4PHASE 3

20. Special Features of our services
• Customizable website
• Hosting
• Domain Name Management
• Subsidized Video Production
• Content Management

22. Best practice examples

23. NORWICH CITY FC
• Canaries News
• Official Club content
• Official club highlights
• Live Audio
• Video Archive
• Ecommerce Integration
• SMO
• Mobile Services
• Online Betting
• Prizes and Gaming
• Partner product previews

25. Revenue Generation
• Corporate Sponsorship (Multiple Categories)
• Banner Ad sales
• Targeted Ads – Year 2
• Subscription – Year 2
• Sales from Video content – Year 2

26. Revenue generation- Monetization
75%
25%
0% 0%
Sponsorship
Banner Ads
Targetted Ads
Subscription

27. Ecosystem post Implementation

28. Next Steps
Draft/Submit
EOI to AIFF via
IPFCA
Create
presentations
and sponsorship
plans
Create a
sponsorship
plan and get
proposals ready
Online partner
selection/Demo
pages for
potential
partners
Go to Market

29. Thank you
Presentation by
Nilesh Deshmukh
www.insportbiz.com
insportbiz@gmail.com