The Hindu Business Line : Aviva Life to sponsor 40 ball kids

Insurance companies are launching innovative marketing strategies. Aviva Life Insurance, as a part of its marketing initiative, has tied up with Globosport to sponsor 40 ball kids (kids who collect balls during tennis matches) from Mumbai. Globosport is a company involved in promotion of sports, corporate events, and athlete representation, among others. Aviva will select children from the age-group of 12-25 years to be "Aviva Ballkids" at the Kingfisher Airlines Tennis Open between September 25-October 1, at Mumbai.

"The best ball kid would get a trophy and one year scholarship at The MBTA, Mahesh Bhupathi's Tennis Academy," said Mr Vivek Khanna, Director-Marketing, Aviva Life Insurance. The Aviva Group is already associated with the Australian Open for the "Aviva Ballkids" programme.

The children will be recruited from tennis academies in Mumbai. The selection will look at a range of factors like hand-eye co-ordination, concentration levels, work ethic, running, reaction times, rolling of the ball, among others. "This programme will give the youngsters a chance to interact with the players and seek inspiration from the game," said Mr Mahesh Bhupathi, tennis player and Managing Director, Globosport.

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