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Sports Illustrated India Post Huge Awareness Success Partnering with Alpha League Races

Sports Illustrated India's Sales and Marketing team, Karan Raj and Prateek Bahri created big buzz for the SI India brand following their recent partnership with ultimate race gurus Alpha League. Partnering the 2000-strong battle-of-the-fittest in Bangalore, SI India alligned themselves to the race with a blend of conventional logo branding and sampling. To add more to the heady adrenalin-soaked mix, the team demonstrated the brand's sporting heritage by inviting Indian star sportsmen, Sandeep Sejwal, along to kick-start the race and encourage beleaguered athletes over the finish line.


The team also leveraged extra revenue to the event by getting tech giants Microsoft involved, using the 5KM race as a driver to sample their new mobile handset. The event proved hugely popular with competitors with owners Alpha league proclaiming the Bangalore leg, the best delivered and best received they'd ever been involved in. The partnership and franchise is set to continue and plans are afoot (not Athletes) to grow the franchise, become more extreme and put even more jelly-legged Indians through the cross-country ringer.




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