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Ignitee Sports to handle Maxx Mobile's on-ground activation for IPL

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | March 23, 2011
The agency has entered into an annual contract with Maxx Mobile for the fourth edition of the Indian Premier League; Havas Sports handled the mandate last year.

Ignitee Sports, the sports marketing division of Ignitee Digital Solutions has been appointed as the sports management agency of Maxx Mobile for the fourth edition of the Indian Premier League.

Ignitee Sports has entered into an annual contract with the mobile company to handle the on-ground implementation and execution of the 'Maxx Mobile Strategic Time-Out & Play Off sponsorship' for IPL.

According to the Maxx-Mobile and IPL association, the deliverables to the mobile company include two mobile mock-ups on the ground for all matches during the tournament, digital mock-ups on the scoreboard during the strategic time-out, perimeter boards on the ground, and the presentation of the man-of-the-match awards for three playoff games and the final match.

On the association, Anand Yalvigi, president, Ignitee Sports says, "The idea was to promote the business of sports management with innovative ideas. I am sure that our association with Maxx Mobile will go a long way in proving that the sports marketing business in India can indeed attain such heights of excellence."

While no official pitch was called for the business, it is learnt that around four agencies were in the fray.

Interestingly, in the last season of the tournament, the mandate was handled by Havas Sports India. Yalvigi was, at the time, working with Havas Sports, before he joined Ignitee.

While financial details of the association could not be ascertained, it is understood that the sports agency works on a commission basis.

Maxx Mobile was one of the mobile companies that did a loud noise campaign in the previous edition of IPL with Mahendra Singh Dhoni, the Indian cricket team captain, as ambassador.

With the aim to leverage the property to the maximum, Maxx is likely to launch a similar aggressive campaign this time around, as well.

Sajal Roy, business head, Maxx Mobile says, "We were looking for an agency that has the required expertise to handle a large-scale sports event like the IPL and Ignitee Sports was found to do full justice to the event. We have faith in Ignitee and we are sure they will deliver its best for Maxx."

Since its inception in 2008, Ignitee Sports has also implemented other sports properties, including the city-based six-a-side corporate cricket tournaments -- Dubai Super Sixes, Chennai Super Sixes, and now, Delhi Super Sixes.

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