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first year. Indian grand prix was marketed as a one-time event and not as a sport. IPLfollowed the same model and succeeded because they dont need to market cricket at all,

the noise is created throughout the year for them; whereas Indian Grand Prix createsnoise for 2 months or so before the race which is never a healthy option in the longer run.The technical issue that we see is, F1 has the media & sponsorship rights, and it is only

the ticketing revenue that comes to circuit promoters (Jaypee) whereas in the case of IPL,BCCI own all the rights and they also promote the event themselves. F1 in that sensedoes not do any promotions, especially in new circuits. The reason being F1 is based outof UK and doesntwant to invest heavily in newer markets while BCCI is the big daddyof the ICC and is based out of India itself and trusts the Indian market heavily. FIA failedto understand the need to involving local promoters at the grass-root level and also, failedto device an encouraging revenue model for sponsors & promoters which led tomiscalculating the break-even by 2 years.

Leveraging the circuit in absence of the event:The nationalistic aspect of the project - Buddh International Circuit, is very much visible.

This facility will encourage young Indians to take to motorsport and some sponsors, someadvertisers, will also back them. The concept of track day racing is ideal for the circuit,where commoners can try out the track with vehicles. Track day racing generally garnersa lot of sponsorship from the companies working in the automobile industry. Budhhcircuit is a part of the Jaypee Green Sports city where there is a go Karting arena, anunder construction cricket stadium and a plethora of commercial and residential projects.Events at the go karting arena can gather mind share. If the infrastructure sector identifieslucrative opportunities at the premise they have all the ammunition to market the circuitin a national manner. Force India is Indian representation at the national level in F1which is based out of Silverstone (race circuit) in the UK. Budhh circuit provides allsimilar facilities and if Force India can be persuaded to shift base they can prove to be theyear round presence at the circuit which would automatically attract fans and highlightthe circuit in a glamorous manner. Also, an association with the quite famous Delhi auto-expo can prove beneficial when the circuit premises can be used to host the event. Thecricketing facility at the sports city can host exhibition matches and provide all sorts oftraining facilities due to its world class infrastructure at least to the Ranji Trophy teams ofDelhi and UP also.

Recommendations:F1 racing is a European Phenomenon, the revenues that are expected in the formadvertising and sponsorships should be coming from European companies trying toventure into Indian markets and vice versa. Identification of such companies is a mustbecause they are the ones who will prove to be the support in terms of fund backing thatis missing. Heromoto Corp. , Shriram Group and JAYPEE themselves are a few of thosecompany which are initiating global operations their need of global recognition can beleveraged in the Indian Grand Prix as it attracts a global viewer base. A portal on the linesof the fantasy premier league can be initiated to keep the youth involved year round withthe sport which is a combination of gamification and crowd sourcing. Redbull should beapproached as a co-branding partner to promote the track and racing in India. Merc,BMW, Renault being engine providers to the F1 community and also having pan India

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presence should be given preference and lucrative deals should have been struck withthese automobile majors that would have boosted their brands across the country and alsowould have provided a financial cushion to the organizers. A digital campaign that runsfrom 6 months prior to the event can create a highly effective viral buzz which wouldinvolve and educate the youth about the sport leading to long term rewards for F1 in

India.