New Delhi : IMG, the sports management and promotion organisation, isbroadening its focus from cricket, tennis and golf to soccer and adventuresports. Says Mr Peter Hutton, joint managing director, IMG/TWI, South Asia:``Adventure sports is fast becoming a favourite with spectators andcorporates. We're also rolling out initiatives to be more involved withsoccer.''Also, through its television division Trans World International (TWI), IMGwill be focusing on music and entertainment coverage besides maintainingsports news. ``We've already got 20 music events lined up for televisionprogramming,'' says Mr Hutton. ``We'll also be filming Zee Cine Awards nextmonth and the Lakme Fashion Week in September.'' Known for celebritymanagement worldwide, IMG also has plans to institutionalise the modellingbusiness.
IMG is currently managing Godfrey Phillips Sports Goods Division'smulti-crore adventure project - Four Square Challenge, a nationalwhitewater-rafting contest.
Says Mr Hutton: ``Adventure sports offers opportunities for many brandswhich want to project themselves as youthful and exciting. Our organisationhas worked with over 50 global brands (like Timex) which have now enteredIndia. We'll like to build fresh properties for companies in segments likefashion, watches and commercial beverages. The adventure proposition isspecially attractive to those brands which aspire to address upscaleconsumers in the age-group of 18-30.''
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
