Product Overview

Procam International, set up by brothers Anil and Vivek Singh, has been working in the field of sports management in India for over two decades. Procam was the first organiser of large-scale long-distance running events in India, including the 2004 Mumbai Marathon. It conducts the following major events across four cities: • Tata Mumbai Marathon •Airtel Delhi Half Marathon • TCS World 10K Bengaluru • Tata Steel Kolkata 25K The case discusses Procam's approach to introducing large-scale participatory sports events in a country dominated by spectator sports. They began with a large-scale city marathon at a time when India had few distance runners and had not witnessed a major city event involving thousands of participants.

Learning Objectives

Highlight importance of having a long-term vision at the start of an entrepreneurial journey Indicate the need for an entrepreneurial mindset in tackling challenges that start-ups confront in the early years of their establishment Identify challenges involved in establishing and growing a brand Understand sports promotion mix and its five components: personal selling, advertising, sponsorship, public relations and licensing Explore unanticipated external developments (e.g., national lockdown during the pandemic) and how entrepreneurs can leverage unexpected events to their advantage