Jitendra Joshi, Co-Founder and Director of SportzConsult, which started the experiential sports property Mumbai Games in 2018, and which has announced its plans for the second season that will roll out from November 2019, is upbeat about the experiential sports property, which SportzConsult describes as ‘the biggest experiential sports extravaganza of Mumbai’.
Joshi’s SportzConsult started Mumbai Games in 2018 “to make Mumbaikars play”, and in its maiden year, the event saw participation of 10000+ across the Mumbai region, competing in 16 different sports. It is claimed to be “the world’s first ever city-level, franchise-based sporting extravaganza”. Participants can participate and play irrespective of age, skill or social strata, and can choose from a variety of sports competitions which are held across multiple venues in Mumbai. The objective, says SportzConsult, ‘is to make Mumbai bond over sports and have Mumbaikars make sports a part of their daily routine, making Mumbai a sporty city’.
The organizers hope to make the second edition of Mumbai Games double the size of its first edition in terms of participation and generally bigger and more attractive. And for a property that will begin to roll out only in November 2019, three brands – Bisleri, Yonex and Gold’s Gym, are already on board.
MediaBrief.com caught up with Jitendra Joshi on SportzConsult, Mumbai Games 1 and 2, Experiential events, and more. Read on:
Experiential sports seem to be becoming the new kind of initiative brands like to consider to reach out to focused TGs in an organic fashion. Why do you think that’s happening?
When a brand partners with any event, the first aspect it invariably looks for is a good brand fit. Once the brand sees its own DNA in the concept, the partnership becomes seamless. This was exactly the case with Mumbai Games. You see, Experiential Sports Marketing brings realism into marketing communication, and that’s why it is slowly but steadily becoming a core part of brands’ marketing mix.
You describe SportzConsult as a leading sports marketing company. Could you substantiate that?
As a sports marketing company, we are the number one brand when it comes to grassroots sports development in the country. We are handling the biggest pan-India grassroots leagues for the last decade. Moreover, the fact that we are on the five empanelled agencies for the ‘Khelo India’ project by the government of India is testimony to the same.
You claim that Mumbai Games is the biggest experiential sports extravaganza in Mumbai. Can you substantiate that?
In its very first year itself, Mumbai Games saw 10,896 participants, with each participant playing at least two games. In terms of participants and number of matches, this has been by far the largest participative event for mixed age groups.
With a geographical region so vast, managing 16 different sports at 8 different locations, makes the event extravagant in its execution and success. Hence, we can proudly claim it was the biggest sports extravaganza because of the number of participants, the number of matches, all the multiple sports, multiple age groups, its association with Olympian Stars and of course, eight locations spread across length and breadth of Mumbai city and beyond in Thane and Nave Mumbai.
Last year, you had somewhat above 10000 people participating. And this year, you’ve said you are confident of doubling that number. Are you confident of doing that? How do you plan to go about doing it?
Yes, in the upcoming second season, we will double the numbers of participation at the Mumbai Games, and will also increase the number of sports from 16 from the first season.
We are sure the number of venues too will increase. For the first edition, we had divided Mumbai City plus Thane and Navi Mumbai into 8 different zones and had decided upon the venues of the games guided by factors like participants’ convenience and ease of access for their families and fans.
And while during the Mumbai Games’ maiden year, all the marketing efforts revolved around digital, outdoor and BTL campaigns, for the upcoming second season, we are all set to take the marketing to the next level with ATL marketing.
We are also meeting more academies, coaches and sports networks.
Also, the coming season will see the number of sports increased from 16 to 22, which will eventually attract a broader spectrum of participation and audience engagement.