The benefits of getting involved with alternative adventure sports events are numerous, and represent all new marketing niches.
The days of huge, top heavy organisations monopolising sporting events with crudely implemented messages are gone. The modern, dynamic organisation is on the look out for completely new marketing opportunities, to create and reach new demographics, and secure a brand loyalty that ensures an ongoing return. Companies and groups are now seeking to be associated in the mind of the individual with types of events, and to associate their message with upwardly mobile and exciting endeavours, rather than simply blanketing and mass market tactics.

Off –the-wall events such as ‘battling robots’ now attract media attention from the like of CNN, CBS, NBC, ABC, NHK-Japan, USA Today, the New York Times, ESPN, Discovery Channel, Wired, c/Net, and even the China Daily. Such events certainly do not by any means challenge the supremacy of such fixtures as World Cups or the Olympics, but are providing an entirely new alternative platform for sponsors to convey their message, and popularise their brand. These new platforms reach previous underexposed groups of young, mobile, energetic individuals with a typically high disposable income.

Every single day the media is more and more conscious of alternative events, giving a larger and larger broadcast share to those sports and activities once considered too fringe or amateur to attract major sponsors. At the forefront of the alternative, amateur adventure sports genre is the truly unique Indian Auto Rickshaw Challenge .

The Indian Auto Rickshaw Challenge – known as the Indian ARC for short – is an enormous event in the amateur adventurer’s calendar. The event centres on a rally stretching for over a thousand kilometres through the heart land and costal regions of India. No where else in the world is there such a rally, conducted in a riot of noise and colour, truly in the spotlight of international television and print media. Not only has this event garnered fame as an ‘amazing race for the clinically insane’, but is also renowned for the enormous amount of humanitarian aid it bring to the region, making a lasting difference on the life expectancy of the regions children . Any sponsor that becomes involved with this enterprise not only enjoys the attention of international coverage in a full spectrum of medias, but also the satisfaction of knowing they are making a vital difference to an often severely deprived people.

The Indian ARC is an enormous event in terms of its riotous members, its international impact, and also in the amount of organisation that such multinational venture requires. The participants in the Indian ARC deserve the very best event possible, as do our sponsor to properly showcase their message. In proportion to their commitment each sponsor can be assured high profile international exposure in an event that has some very specific benefits for those supporting companies.

Sponsoring the Indian ARC has some distinctive benefits over association with generic sporting occasions  The fan base is a ready database to target  Participants are fiercely loyal and will extend that loyalty to the associated sponsors  Both fans and participants offer an extended ‘grass roots’ network through friends and family  The widely broadcasting event offers and immediate global presence throughout the world.  With two distinct annual events, sponsors may build up a sustained image in the sector  Charity is an international language, and a celebration of the best of humanity

The Indian ARC rally attracts media attention from around the world, and its participants are a complete cross-section of youthful, globally mobile and dynamic individuals. Despite the high profile of this event, and the unprecedented growth of its popularity, it remains a non-profit enterprise with its priorities locked on to the spirit of adventure and its humanitarian commitments. Every penny after costs of this rally goes directly to our charitable cause. It is only with the help of steadfast sponsors such as yourselves that the managers are still able to carry out the vast organisational tasks needed to gather together the teams, and ensure the smooth running of the rally across thousands of miles and multiple jurisdictions. The proprietors of the Indian ARC work very hard to ensure that the participants get the fullest experience possible, that the humanitarian resources reach their targets, and our sponsors messages receive the maximum possible exposure on a world stage. We would like to thank you for your time and sponsorship, and also extend thanks on behalf of the Indian children that so desperately need your support.