Opinion: Good marketing key to an event’s overall success
The recent conduct of the Asia Road Racing Championship is a positive step for Indian motorsport.
It was four years before an event of this magnitude came back to India. All three classes, the SuperSports 600cc, Asia Production 250cc and Underbone 150cc, produced some fantastic racing.
The other international event that India hosts and that is the Asia-Pacific Rally Championship. The good news is that the FIM Asia Supermoto Championship will conduct a round in Bangalore in November.
In what is a good sign, the promoters and FIM seemed to be pretty pleased with the conduct of the ARRC. But, there is a lot more to be done.
There is no doubt that an event like the ARRC can be a good crowd puller. There was one stand with a decent turnout, but it could be a lot better.
Getting the crowd is the key. Agreed that the Madras Motor Race Track is far away from the heart of Chennai and it could be a deterrent for people to come that far. But, that is the challenge.
Why is a big event conducted and at a new venue? The obvious answer is the championship. But, equally important is the fact that the crowd has to be there to support the event. If there is a big crowd, it contributes to the development of the sport and that is what a country like India needs.
Media support is key to successful events and in turn the growth of the sport. The media exposure will come when there is a publicity plan. But sadly, this is the most neglected aspect of any event. Most organisers forget this when organising an event.
In cricket-crazy India, it is difficult for other events to get good coverage. That is why, we need to work hard at it. It should be to the extent that the media cannot ignore it.
Right now, we have a platform and that is the big events that are being brought to India. If publicity is done in the right way, the first beneficiary is the organiser. Secondly, it contributes to the growth of the sport.
Take any sport for that matter. What is the use of having a big event when there is hardly anyone, or nobody, to appreciate and enjoy the event.
Publicity and marketing a sport should definitely be given impetus as opposed to just breaking even or making a profit.
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