The first Indian Grand Prix had so much in stake for itself. The advertisement or the bad PR of Common Wealth has not been erased from the memory of the public. As the preparations were going on at a racy speed came the Supreme Court order that they move 25% of the ticket sales to a separate bank account till they decided if the sporting event needed a tax cut.
Cut to the party after the successful hosting of the Indian Grand Prix which was attended by the most venerated person Sachin Tendulkar, in a country where Cricket is a religion and God decided to witness the race, it was only fitting that he waived the chequered flag.
One of the most interesting takeaways of this whole exercise is that it has been able to showcase India as a wonderful tourist destination. !ncredible India was bang on as one driver after another went gaga about the Taj, the roads, the food, the pretty Indian women and ofcourse the rickshaw or the tuk-tuk. Sebastian Vettel has vowed to learn the most important words in Hindi so that he would be able to impress a few charming godess as he put it the next time he is in Delhi.
It opened vistas for a lot of event management people albeit only for the month still it did give rise to hope for better days in the near future. The people who had sold their land in the meanwhile had made a killing and are living a luxurious life thanks to this F1 venture of Jaypee.
The success had its effect and it was not without reason. It was a show case par excellence in terms of private party holding an event of this magnitude. For all of us having to tend to disagree with what government working can be like this event with such mass gathering of over 1 lakh plus apart from the volunteers and the men working around the clock to ensure a great event was like raising hope over something’s that we normally don’t take for granted.
It also underlined that the public private partnerships, thought the government was not directly involved, can work wonders for the sports. With the unveiling of the track we have already seen Mercedes open a training academy that’s the first here and third after Germany and China. So it would only spur the motorsports fraternity to test waters and make it a global hub.
It was also nice to see two support races in MRF Championship and JK Tyre Asia Series where all the future racers gave a shot to their dreams not withstanding the machinery they had was not that great, but the spirit was there for all to see. The next year the machine will be all the more bigger and better.
It has also opened up the newly christened iSeries on the lines of the IPL, which has already got enough of media attention and has lined up more almost all the franchise as I write this, the reason is very clear – the series has two of its races at Buddh International Circuit.
Also be rest assured that there will be a lot of Karting races happening and you can actually scout for some new venues which will come up in the days to come since that is the basic breeding ground for kids to enter racing early in their life. Force India already ran a One in a Billion in 7 cities and now Red Bull is doing a Kart Fight in 4 cities.
On a large level the economic benefits of this is yet to be realized to its full potential, while the racing weekend can rake in a lot of tourist and makes for a good tourist festival, the motorsports as an industry will only thrive with so many brand getting into the sponsorship arena.
Take the case of Amul, which partnered Sauber for a one off race sponsorship, gives ample scope for the brands to think global starting with such associations. The other brands like Vodafone and Renault already having tasted the success of being a part of F1 circus will increase their spend to better it the next time. But if you ask me the one brand which walked laughing all the way to the branding bank was Airtel. It made a kill with a branding by being the presenting sponsor – Airtel Indian grand Prix and the rest was history. And I like it when you have two of the most competitive brands in Airtel and Vodafone vying for your mindspace.
So the race has already got cracking with the calendar for next year. With such economic benefits the brands will only be ready not to miss the ship this time.