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Mahindra & Mahinrda's president Alan Durante elaborated on how
the company has had great success with football. The initiative
was taken on by Mahindra's automotive sector. "While we have produced
sportspersons over the years like Sandeep Patil, Sanjay Manjrekar
it was clear that we were missing out on an opportunity. Big success
only comes from thinking big.
"We realised that we needed to zero in on one sport. Cricket
was too cluttered and does not fit with our Boleros, Scorpios which
are all about stamina and endurance. Football was a great fit and
we decided that it would be our cup of tea."
Durante went on to add that the next challenge was to create a
new brand statement. The club Mahindra United was formed in 2000.
The colour of the blazer changed from orange to red. Six co-sponsors
joined the venture including Shell. "We soon found out that professional
sport was tough and lonely. Our team started out by losing. So companies
making an investment have to be prepared for a gestation period.
"However once we hired David Boothe as coach the tide began
to turn. This year we won the Federation Cup. It gave the company
great exposure. 80,000 fans attended the final. The Mahindra name
becomes a shorthand brand name on the jersey.
"Other ways of exposure include the print media. Wins and defeats
are reported. This makes the company top of the mind as far as brand
recall is concerned. Our relationship with dealers was also strengthened.
Their families are invited to important games. There is also a societal
spin off. Senior members of the team visit schools and so the brand
gets further imprinted in the minds of youngsters. The team has
also served as the glue that binds our employees together which
is vital to drive up sales."
Durante mentioned that football fans are very loyal to their club.
This rubs off onto Mahindra and he urged other companies to follow
suit. He finished off with this tongue'n'cheek quote. "If they are
bending it like Beckham you will find that your company and the
brand are spicing it up like Posh."
Another presentation was made by the head of MRF's Pace Foundation
T.A. Sekar. The foundation was started in 1987 as the company was
looking to do something different. " We found that due to a dearth
of pace bowlers India struggled to win matches abroad even if the
batsmen score runs. Denis Lillee was roped in as coach because he
is a great role model. Early obstacles were faced.
"There was skepticism that a car company was embarking on
a project that was too ambitious. We however succeeded in creating
facilities that are world class. The foundation is run as a division
of the company. The opinions of the board members are noted."
Sekar added that the Australian, New Zealand and English cricket
academies have a memorandum of understanding with the foundation.
The facilities are complete and include a sports psychologist, yoga
instructor as well as different kinds of pitches so that aspiring
fast bowlers get used to bowling in different conditions.
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