Wednesday, November 25, 2009

Sports MBA style : United Warrior League

First 10 days of November were full of sporting activities at IIFT. If was time of United Warrior League (UWL). Event was platform where we enjoyed playing and also learn management fundas.

UWL is a sports and marketing events based on lines of IPL. There are four teams
Southern Stallions
Aryans Juggernauts
Eastern Gladiators
Mumbai Hawks

First of all owners were selcted in an interview process by the organizing committee. There after another round of interviews were conducted for selecting 2 brand managers for each team. A team is not only supposed to win on the ground but also win hearts all around. IPL consist of only cricket we had cricket, volleyball, football, carom, darts, table tennis, basket ball, badminton and athletics.Owners and brand managers thereafter selected 25 players for their respective teams in a closed bidding process in which base price of a player was Rs30, total budget was Rs1000. Highest bid price went at Rs120 and for the girls it went to Rs70. It is not a male only tournament each team is supposed to have atleast 4 girls, 7 junior boys and 7 senior boys and 1 exchange student.

Teams tried numerous ways of promoting themselves with innovative ways like sending promotional SMSes, running ‘Enthusiastic Fan’ contests, launching blogs and websites, releasing promotional videos on youtube, hiding chocolates in classroom, Launching campus cleaning drive to outright crazy ideas like Running dating contest and loudest fan of the team.

Sports celebrities Vijay Dahiya, Indian ODI player and Badrinath Pathri, Physiologist to Sania Mirza inaugurated the sporting and branding event at IIFT Delhi campus. Launch event consisted of team introduction, team video, team jerseys and flag launch. Two teams got dhol and music band to introduce their team, one showed kerala martial arts.

Though its said that when the real battle start everything is kept aside, it was not the case here branding and promotional activities ran on full swing till the end. College was full of noise at 10.30pm when matches used to start. Though its rare to see a MBA student getting up at 6.00 am in the morning but for cricket everyone used to get up.

Eastern Gladiators lifted the cup this year, last year it was Aryan Juggernauts. Southern Stallions were awarded the best team in branding contest.

See you next year :)

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