Bengal Warriorz, a prominent team in the Pro Kabaddi League (PKL), are doing effectively well with one victory, a draw, and one defeat, currently ranking eighth in the points table.
Over the years as well, the team has experienced shifts in fortune. The squad has performed poorly in the first two seasons. The team’s performance, however, improved in the third season, as it advanced to the playoffs in 2016. However, after a poor performance in the 2016 PKL season (June), the unit entirely rebuilt their roster. Following that, the team consistently made the playoffs in 2017-2018, and 2019.
The team, under the leadership of Fazel Atrachali, has increased its commercial worth for the current season by making significant acquisitions at the auction and by taking important decisions off the pitch. This involves the release of a campaign called ‘Ek7Akraman‘ (Seven-Player Assault). The campaign intends to pique fans’ interest and rally support for the squad for season 11.
The actions taken demonstrate how actively the team works to increase its value. To learn more about this, SportsMint Media had the privilege of interviewing Ms Jinisha Sharma, Director of Capri Sports and Bengal Warriorz.
In an exclusive interview, Ms Sharma mentioned about the team’s preparations, the strategies to onboard sponsors, and more.
1. Can you talk about the team’s preparation for PKL season 11?
Last season was a rollercoaster. We started strong but faced inconsistencies that highlighted crucial team gaps. Thankfully, the auction exceeded our expectations, building a squad with immense potential. While paper promises a lot, the true test lies in execution. We’re excited to see how our blend of experienced players and promising young talent performs under pressure. Our investment in developing young talent is a cornerstone of Capri Global, and we hope it pays dividends on the mat.
2. What strategy has Capri Sports used to get sponsors for Bengal Warriorz?
Kabaddi has certain markets where it does much better, certain markets where maybe it’s not as exciting. As a mature product after IPL, it does have really solid numbers when it comes to your TV ratings. We know it contains everything the brands are looking for. It’s also about how we provide packages, and based on that, the brand decides whether to launch a new product or simply want the association to generate awareness. We already have a front-of-jersey with DafaNews in a multi-year deal and we are in talks with more brands. Furthermore, this year, with the league’s decision to make it a three-city event, we are concentrated in three very different markets. This should give the brand more opportunities. The team also just from a time-bandwidth perspective, has more time to give to the sponsor. It’s also a festive period again and brands get more interested to spend.
3. How different is it for the company to acquire brands for both the Kabaddi team and other sporting teams?
Kabaddi is already a well-established sport business with large numbers and we know what to expect. In our current portfolio, it is the team that runs for nearly three months, as opposed to our WPL team. For UP Warriorz, we are focussing on categories such as skincare, makeup, and healthcare, as well as targeting a new demographic, specifically younger women and families, to increase interest in women’s cricket.
Kabaddi attracts its own audience. Fans are deeply invested in the Kabaddi scene and have a strong sense of cultural pride because some of the players come from their own village, and they have been following them since the beginning. The audience is predominantly male, so we look for brands that cater to that group. We conduct extensive research to determine the appropriate age group, as well as the cities and states from which we receive the most engagement, and develop a strategy for sponsors to reach that audience.
WPL, on the other hand, is only played in one or two locations, and as a team from UP, our audience is slightly different in that regard. Because ILT20 is based in the UAE, it attracts a unique set of sponsors. We’ve all seen that betting brands spend the most on sponsorships. In Sharjah, we’ve noticed that gaming categories are becoming more active. We also look at brands that may want to work with international cricketers. Other brands, such as perfumes, have expressed an interest in shooting with international players. So the landscape is very different for all teams.
4. How was your initial stint in this position as director of Capri Sports? And how prepared are you for the second season? Now that you’re more acquainted with matters?
Season one was undoubtedly a learning experience since we began with ILT20 and WPL. We were moving quickly, and once the WPL ended, we didn’t know when Kabaddi would begin owing to the ICC Men’s Cricket World Cup 2023. We had to work properly, and we learnt a lot. I got to experience everything from operations to team strategy auctions, how to find the right coaching staff, and spending a lot of time with the players. It provided me with a thorough understanding of how a sports business works, as I had previously worked on the business side of things with Capri Loans. But sport is very dynamic and agile, and one must be quick, especially when you’re young and still establishing systems. We spend a significant amount of time building the foundation. Now that we’re in season two, we’ve learnt a lot more about what we didn’t do well in season one and what we need to do better now, while also laying the groundwork for future investments and expansion.
5. How helpful is it for the team’s business to have players like Fazel Atrachali and Maninder Singh in order to increase its worth or attract more sponsors?
We’ve been associated with Maninder for a long time, and brands now understand that fans appreciate that we’ve retained a name like Maninder for so many seasons. Brands are aware of this as well and feel that there is a premium value that can be asked. Since Fazel, Maninder, Nitesh, and other well-known names are well-liked by fans, it is helpful to look at multiple deals because we know that fans are coming to see them. We can make a serious case to the sponsors about the impact they will see. It just makes things easier when certain big names are wearing our jerseys. Nevertheless, sponsors continue to be primarily concerned with numbers when it comes to brand awareness or marketing of a new product.
6. While front-of-shirt branding is noticeable in other sports, in Kabaddi, the back spot is more prominent. Does that conversation take place with brands?
There are several methods of measurement, such as a TV exposure study that examines all TV exposure time and its commercial worth. But, of course, we push them and explain that back is more premium because it is displayed more. Sometimes brands want to do a package, saying they want back with shoulder or back with something else. It actually depends on the combo they’re attempting to come up with. We’re more concerned with the target value and achieving that value for the spot. There are, of course, some thresholds that we will not cross; for example, if someone comes in and says, “I want the back spot for the price of the shorts,” we cannot do so. However, if they have a certain mix in mind, we can gladly accommodate them.
