This joint venture will work closely with the national sports body, Indian Boxing Federation. The company will promote bilateral boxing tournaments between India and other countries as well as a host of events across malls, public areas, and road shows through slums, talent promotion and will most importantly, work on the grass root development of the sport.
Commenting on the venture, Shailendra Singh, Joint Managing Director, Percept India said, "India so far has been considered a one sport nation and cricket truly has been a remarkable success story. However, I have always strongly felt that boxing has the potential to be the number two sport in India. Fight Night as a product is our idea to change the face of Indian boxing including a solid grassroots programme, taking the sport to the masses and hence growing it from the ground up. We are confident that once the people come out there and experience this well packaged sport and entertainment product, the future of the sport will be well secured."
Sandeep Jajodia, Executive Vice-Chairman and Managing Director, Monnet Ispat added, "In recent times, boxing as a sport has come to the forefront with Indian boxers gaining recognition across national and international championships. Amateur boxing in particular has gained popularity in the last couple of years with the Indian boxers winning over 100 international medals. Today, India boasts some of the World's top boxers, who like cricketers, are making waves in the sporting industry. The sport is slowly and steadily gaining importance and through this venture, we aim to further the overall experience and spirit of the game. We believe in this partnership and the sport, and will work hard towards bringing success to Indian boxing."
Fight Nights - Lagaan Cup will be a mix of sports, entertainment and glamour with a premium experience for the audience. It has been formatted as 90-minute event with four exhibition boxing matches (of three rounds) between amateur boxers interspersed with entertainment performances. The fights will follow international amateur boxing rules and will be approved by the IBF. The Lagaan Cup would be an annual affair and would be followed shortly by other match ups in an effort to grow the sport's perception among the potential consumers out there.
Monnet Ispat has also signed a deal of $1 million with the Indian Boxing Federation to be sponsors for a team and kit for the next three years.
A 360 degree marketing campaign has been planned to promote ‘Fight Night - Lagaan Cup'. The tournament will be extensively promoted through feature films, television shows, live events and talent promotion. Apart from this, in a bid to make boxing and fight nights a common man's sport and a family outing, Percept will roll out interactive contests and on-ground promotions. Monnet Ispat will be the main sponsor for the event and Star News will be the broadcast partner for the ‘Fight Night-Lagaan Cup.'
Hero Honda and XXX Energy Drink will support the event. The online partner for this venture is Cinecurry.