Tribute the Talent

1. Mega Sports Award: By A Tribute to Talent and Passion

2. WhySports…??? A Tool to Enhance National Unity Means of National Image Building A Means Towards Active Life Style An Approach to Channelize Youth Energy An Effective Medium to Promote Diverse Brands

3. Current Scenario of Brand Association with Sports

4. On Screen Branding for International Events Very high cost & highly cluttered. Viewership is interest based only On Ground Branding During International Events Very high cost and interest based viewership Decreasing opportunities due to security concerns Association with National Sports Events Limited viewership and restricted recognition Taking players as Brand Ambassador Has its own limitations

5. Need of an Alternative ! Keeping in view our uncertain/ unstable geopolitical and economic situations, there is a need of having an ‘Alternative’ that can encash the loyalty of not only Cricket lovers but all other popular sports in ONE GO.

6. An Innovative Way of Branding Through SPORTS EVENT…!

8. BIG IDEA…! BIGIdea 1: Tribute the Talent and passion BIGIdea 2: Inspiring Pakistani Youth BIGIdea 3: Integrating Quality & Popularity

9. Significance Of the Mega Sports Awards

10. A noble cause – To pay Tribute to the Pakistani talent Nationwide Involvement – Involvement of nationwide public & favorite sports on One platform Single Event Investment - Multi sports Loyalties in return Interactivecampaign for quick & easy involvement High involvement of youth– Alfa Teen age group One ground event and unlimited mileage

11. No restrictions & dictations by any Official sports organizations Flexi Budget. All ATL & BTL activities are as per sponsors standard & budgets Highly integrated BTL and Event Activations for youth Sponsors suggested games will be considered Sustainable Investment – long term results and Equity

12. Event Structure

15. Games which are popular in Pakistan can be CLASSIFIED on the basis of following Games having Int’l glory / International ICONS Games popular in Corporate but no Int’l glory Games popular in Youth but no Int’l glory Games popular in Certain Class but no Int’l glory Games popular in Rural areas [Traditional] but no Int’l glory

17. GAMES WILL BE SELECTED AS PER FOLLOWING CRITERIA First Year Those games in which Pakistan have Int’l Glory & are popular among masses Cricket Squash Hockey Boxing Tennis Snooker Marathon

18. Second Year & onwardsTo add one game from each category i.e. Youth Popular, Corporate Popular, Rural Popular etc.

20. Sports Awards have been created to recognise and honour individuals who have excelled in a specific Time periods. At broader level the Categories are divided in to two types Public Voting Categories Non Public Voting Categories

22. Emerging Player of The Year Game Name

23. Glamorous player of the Year Game Name

24. Best (Blind) Player of the year Game Name

25. Best Female Player of the year Game Name* Categories in each sports may vary

26. Voting procedure – SMS : An interactive application will be designed through which the participants can caste vote for their favourite sports star. Voting procedure – Internet: A web portal will be designed where 24/7 polling will be allowed for internet users. Voting procedure – IVR with UAN number: An interactive application will be designed for landline / CDMA / broadband users

28. Sport TV Program of the year All TV Channels

29. Sports Journalist of the Year All Print Media

30. Sports Publication of the Year All games

31. Sports Brand of the Year All sports goods

32. Sports venue of the Year All games

33. Sport Sponsorship of the Year All games

34. Life time achievement Award - One player each

35. Life time achievement Award Umpire (each game)

36. Most Memorable Moment of the year (each game)

39. TASK FOR THE JURY: To finalize the Nomination for Public Voting Categories To finalize the Nomination for Non voting Category To supervise the public voting mechanism

40. THE JURY OF EXPERTS WILL COMPRISE OF: Personnel from the various sports bodies / federations Personnel from the various games / Sports Personnel from Sports Media Sports Sponsoring Brands Judiciary. [Optional]

41. Proposed name for Jury are as under Lt. General Arif Hassan (Chief of Pakistan Olympics Association) Jalal-ud-Din (Cricket Coach certified as PCB Level-3) Sikander Bakht (Ex bowler & Sports Analyst Indus & Samaa Television) OR Iqbal Mirza (sports anchor – Geo Sports) Arif Khan Gold medallist in table tennis Islahudin Olympian / Ex hockey player

42. Cont… QamarZaman – V P Squash Federation / British Open Champion AsadI.A.Khan Sindh Golf Association NaveenParwani Ex National Champion Snooker/ Medalist Asian Games Dr. Mohammad Ali Shah Ministry of sports – SindhGovt Mehboob Shah Ex Umpire (International Cricket)

44. Results will be disclosed on the day when Awards Ceremony takes place. All nominees will be invited to the Awards Ceremony. Legend from sports, showbiz and govt officials related to sports will also be invited Legends of the specified field will give awards to the winner Thematic Show biz performances Awards Ceremony to be broadcasted Live on TV.

45. Opening Session - The grand opening ceremony of the event will have a blend of large customized ideas to attract the attention of the viewers. It will be a large scale celebration capturing the spirit and personality of our greatest athletes. The opening will have a look and feel and an association with mega sports events. Joined with top selected officials and experts across the country, it will be a celebration to start the event and show case the rich cultural heritage of Pakistan’s. The ceremony will feature group dancers, flag bearers, fireworks and dancing mascots.

46. Image Building Plan

48. Maximum Public Involvement

49. Creating Noise Level STAGES STAGE I - ATL Advertising and Creative STAGE II - Incentive plan for public involvement STAGE III - Creating maximum awareness /noise level STAGE IV - PR building Activity

50. STAGE I – Advertising & Creative The ultimate goal of the perception building in Public is to utilize the public opportunities made available throughout the process to influence the decisions. A good ATL along with a theme song and Digital Advertising can be designed to create maximum impact and perception in people (as per brands preference) .

52. Keeping people associated with the event through the theme

53. Raising patriotic spirit

54. Promoted as a patriotic song

55. Coordination with event milestone

57. STAGE III – Creating Maximum Awareness / Noise Level Creating noise level in public is crucial for the success of any public involvement effort. The activities will include: 360 Sports expo at Karachi Youth Tournaments Universities involvement Other involvements Roundabout branding Statements by Government politician

58. 360 degree Sports expo at Karachi 360 Sports exhibition will be a showcase of sports industry that will bring together all the stakeholders associated with the industry. This will include all the Pakistani sports federations, manufacturers, sports brands, leading academies and to have a Large Galley of our event. It will be a highly interactive exhibition with audience involved in playing the games that vendors put on display. This expo may be the launch of our event with a press conference.

59. Youth tournaments Games that are popular in youth do not have data base available for awarding the talent when required. For this purpose sports event will arrange youth tournaments that will motivate participation and youth development simultaneously. This will help polish the talent to serve the nation and will also provide authentic data to award the deserving in the coming years of sports awards.

60. Universities involvement Universities will own a nominee as there representative. University students will be promoting their ambassador through carrying their cut outs. This activity will give hype in public and media, showing that something grand is happening between the youth. This will encourage people to get involved and vote for their ambassador.

61. Other involvements Trade union , Scouts / Guides, Special children & Para Staff supporting university players. Roundabout branding Cut outs of nominee in a category will be placed on selected roundabouts. This will raise the impact level in public and raising sports spirit. Statements by Government Officials General sports promotion statements.

62. STAGE IV – PR Building Activity PR building is an essential step of the campaign that will help in strengthening the roots of the event in Giant Corporate sector. Corporate golf tournaments will be arranged nationwide to encourage the playing class to participate. This will strengthen the corporate image, build PR in specific sector, give weight age to the event and filter the playing class to be rewarded in the ward ceremony.

63. More Involvement [Value Added Features] Real time SMS Based Sports Quiz with hundreds of gifts Nationwide Sports elections – Various TV channels involvement during the elections Great debate about Nominees Reality show of sports quiz Player’s involvement – vote appeal Ambassadors from showbiz involvement for player’s promotion

64. TimeLine Because people are emotionally attached with the sporting spirit, the ideal time to launch this event is before a mega sports event. This will create a motivational spirit resulting in maximum public involvement. Will also protect from the Sad Sentiments For example: Jan 2011 - before cricket world cup 2011 June 2012 – before London Olympics 2012

65. ProposedPartners Pakistan Sports Trust OR Pakistan Olympics Association Sports Journalist Association Support of Ministry of Sports OR Pakistan Sports Board. Media Partner ( preferably Geo Network)

66. FinancialOutline

67. Major Expenses Lower Side Medium Side Primary expences 8,50,000 8,50,000 Event Activations 30,00,000 45,00,000 360 Expo - Optional - 30,00,000 Red Carpet Ceremony 40,00,000 70,00,000 ATL with theme song 2,00,00,000 3,00,00,000 Digital Advertising 4,50,000 8,00,000 Prize Money 10,000,000 10,000,000 Trophy Total in PKR 3,83,00,000 5,61,50,000

68. COST BENEFIT ANALYSIS Owning Sports Award v/s Regular Branding of Int’I event

69. Limitations of Int’l Sports Event’s Branding All eggs in one basket - sponsoring package on single channel Limited frequency as per package (100% viewers not catered) Cluttered advertisement No dominancy over others advertising Spilt viewership -Single media purchase and multi-channels airing the event Risk of Crashed Viewership [when team is out from the tournament]

70. Cont… 7. No ATL, BTL, or activation supported 8. No role in the event creativity and design Temporary Mileage – till tournament is running No sustainable investment - Tournament over, loyalty over General youth not involved except sports fans Separate investment for each sport / event

71. Benefits of owning an event Sustainable and flexible investment ATL on all lead channels of your choice BTL on nationwide as per your investment Confident Creative with your own agency Unlimited youth involvement Maximum public involvement due to incentive policy Not only Cricket - More then Cricket All popular games for maximum loyalty Association and recognition with High Recall Long term your equity due to unique execution

72. Thank You..!!!