The document proposes a plan to revive the traditional sport of kabaddi in Bangladesh through franchising and commercialization. It outlines establishing a professional kabaddi league with city-based franchises to generate revenue from sponsorship, advertising, media rights and viewer fees. The plan details targeting rural and urban audiences, holding local qualifying tournaments to recruit players for franchises, and promoting the league nationally and internationally to popularize kabaddi as a mainstream sport.

1. Reviving A Lost Heritage
A Make-over Plan to Bring Back the Glory Of Our National Sport- Kabaddi

2. o Uplift the face of Kabaddi
o Engage the entire nation with Kabaddi
o The Platform and Campaign regarding
the platform to create into a business
o How and where the business will be
formed for all stakeholders
Objective Key Strategy
Remind of the heritage
Through mass advertising &
activation
Create profit motivation through
commercialization
Create opportunities for profit

3. Key
Problem
The sport is almost-dead
No one watches it anymore
There is nothingto watch
New generation probably haven’t hear about this sport
One
Solution
Franchise Kabaddi
Proven & popular method
Tons of business opportunities
Sustainable

4. Challenge
Popularity &
Sustainability
Other sports failed to grab interest
Hype doesn’t last over the years
Lack of private sponsorship interest
One
Solution
Primary Target Audience
Deep rooted in their culture
Very familiar with the game
Loyal audience
Lucrative audience for the right brands

5. Established models to follow
India,
2014
Pakistan
2018 ?

6. Bussiness in It
o 1st season viewership was 43.5 crore
o Star India earned Rs200-230 crorefrom Season 7
o Rs50 crores to acquire 200 players
o Each paid fees of up to US$250,000to join
o Vivo signed as title sponsor for Rs262 crorefor 5 years
o ‘Powered by’ sponsors contributed to around Rs90 crore
o Now the No. 2 sports in India

7. Parts
01 Anatomy Check
Background, Identifying TG,
Stakeholders
02 The Act
Activities in broad picture,
Activities for the franchise game
03 Look, Feel & Tone
Branding the sport
04 Taking it to the people
Advertising & PR
05 Talk Business
Identifying business opportunities
and gains

8. Part 1: Anatomy Check

9. History & Background
● Very ancient sport, almost 4000 years- our game
● Rooted in the rural culture- farmer’s game
● Played during festivals- Eid & Puja
● Played on mud, not mat
● Never had an urban fan-base
● National team is silver & bronze winner of Asian Game
● Current team is consist of army members
Squeezing Out the Local Essence of The Game

10. Specifying Target
Rural
● Naturally popular
● Have the infrastructure (big field)
● Greater chance of sustainability
● Larger audience
Urban
● To grow interest in the next
generation of youth
● Exposed to many entertainment
source, thus not the primary target
● To go international
Semi-Urban
● Still have admiration for heritage
● Activate participation of youth
Getting inside each household
All Age Groups
All Gender
Demographic Dominance

11. Stakeholders A public-private initiative
Local govt.
Sports Ministry
Govt. Bodies
Audience
All the households of
Bangladesh
Media
Telecast
Print
Publications
Sports Org.
Bangladesh Kabaddi Federation
World Kabaddi Federation
Kabaddi Federation of India
Partners
Sponsors
Franchises
Players
Divisional
Under franchise
National

12. Part 1I: The Act

13. Bigger Picture
Win in SA
Games
Win in Asian
Games
Win
Kabaddi
World Cup
Produce
Star player-
National
Icon
Run a franchise
based league

14. Why we need the big picture?
International exposure generates
national interest
National interest increases
viewership
Audience turns into domestic
leagues
High viewership increases ad-
revenue & sponsorship value
Creates national icons like
Sakib-Al-Hasan, Zamal Bhuyian
and they worth a lot now

15. Path to Success
ATL-BTL
Pre-hype
January,
2021
Naming &
branding the
Franchieses
January,
2021
Rural
Activation
for
divisional
selection
January,
2021
Forming
franchise
teams
February,
2021
Team based
advertising
February,
2021
League
Innaguration
March 26th,
2021
Live
Telecast
April,
2021

16. Path to Success
League
Finale
April,
2021
Ad exposure
of the
players-
Make them
known
May-Onwards
2021
Muddy field
Amateur
tournament-
Rural based
August,
2021
Army
Training of
the players
2021
Beach
tournament
Decemeber,
2021
ATL-BTL
camp
during the
tourney
April,
2021
Popularize
as School
Sport
2022

17. Part 1II: Look, Feel & Tone

18. Naming the League
League ✓
Tournament X
Championship X
Cup X
Bangladesh
Kabaddi
League
-BKL

19. Installing The Spirit
Rhythmic
Easy to understand for TG
Catchy
Hols the spot’s spirit
“দম লাগিয়ে
জিতয় াই”

20. Tone
Bring in people
Local tone
Very rythmic
Sportsy
Set the spirit of the game
Theme
Song

21. Mnemonic
Communicate with the TG
Convertible
Not too mordernish
Install the spirit

22. Jursey
Symbol of pride
Recognition for players
Market value

23. Trophy
Symbolism of the game
Consistant all the year
Not too modern
Precious

24. Venue Branding
Audience friendly
Modern
Tech-based
Indoor

25. Part 1V: Taking it to the People

26. Celebrity Endorsement
Each team will have associationwith a celebrity. As the sport requires fitness,
the endorsed celebrity has to be a fitness icon for the players to look up to.
JannatulFerdoush
Peya
Fitness Priority
Arefin Shuvo Abm Sumon Jaya Ahsan Pori Moni

27. Foreign Players
40 countries play kabaddi. Franchises will hire coaches & players
from those countries as well.
Exposing to the world
o Larger audience size
o More competitive
o Learning for the local players
o Gives credibility to the game
o Brings more economy
o Strengthens the federation

28. Prehype
Mini Caravan
TG: Semi-urban
Micing
TG: Rural
Live Big Screen
Medium: Projector, Big
Screen
TG: Rural, Semi Urban, Urban
Location: Central parks/field,
Installed Screens
Promo Video, Team
Promo AV
Medium: TV, Digital
TG: Everyone
Grafitti
TG: Urban
youth
Live Telecast, FM Scorecard
Medium: TV & FM
TG: Everyone
ATL
BTL
Bill Board
TG: Urban,
Semi-urban
During Game
Theme Song
Medium: FM
TG: Everyone
Venue
Branding
TG: All

29. Post Event
Endorse players with brands
Medium: TVC
National Team Support TVC
Medium: TVC
ATL
Go International

30. Part V: Talk Business

31. Business Opportunities
02 Team Franchise
Rights of teams to
businesses
03 Co-sponsor
Brought-to-you-by for
ad revenue
04
Media Rights
Telecast rights
08
Entertainment
Valuation of the game
as entertainment
06
Player Auction
Selling players to
franchises
07
Players
Endorsements
Brand endorsements of
star players
01 Selling the rights
Title Sponsor
05
Viewership
Live audience & tv audience
Exposure to international
audience
$

32. Gains & Values Monetary & Non-monetary
TAX Revenue
Govt.
Vendors
Infrastructure
Agencies
Suppliers
Media
Ad Revenue
TRP
Viewership
Bangladesh Kabaddi
Federation
Revenue i.e. BCB
Partners
Sales
Brand exposure
Loyalty
Players
Financial Security
Lifestyle

33. Prospective brands Alligning with the TG

34. Concerns
o Title sponsor must not overshadow the game itself
o Celebrity endorsements of the teams need to be picked carefully considering the
personalities & brand values to avoid controversy
o Hiring of the foreign players for the franchises needs to be supervisioned for transparency
o Quality maintenance of the telecast has to be ensured
o Venue branding has to be a top priority for the look & feel

35. THANKS FOR YOUR TIME
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