Kerala aims kicking business goals even as Messi’s arrival remains doubtful

KOCHI: As entire Kerala eagerly awaits the highly-anticipated international friendlies featuring the World Cup winning Argentine side led by star footballer Lionel Messi some time next year, the sponsors of the event are trying something unique to boost the state’s economy.

Instead of selling tickets the traditional way, the All Kerala Gold and Silver Merchants Association, the sponsors, have decided to make them accessible via reward points that people would obtain through purchases made from registered and partner merchants.

The event is estimated to cost over Rs 100 crore, of which Rs 70 crore is the South American football giant’s match fee alone.

Over 7,000 members of AKGSMA, along with about 14 lakh merchants registered under the Vyapari Vyavasayi Ekopana Samithi, are working in coordination to conduct a Grand Kerala Consumer Festival for the next six months.

Customers shopping at the stores would get reward points, which would be worth 4% of their purchases. The match tickets can be purchased by adding up the reward points.

The entire process is initiated via a mobile app – Oloppo – introduced by AKGSMA. The association also aims to organise more big-budget projects like a music concert by maestro A R Rahman, a Miss Kerala fashion show, and several others via the reward point-ticketing system initiated through the Oloppo app.

Maidu Varamangalath, the AKGSMA state general secretary, said the involvement of merchants in the sports celebration aims to give a fillip to the staggering business environment in Kerala.

“Our aim is to boost the business sector. Only when businesses flourish will the government get enough tax returns. We aim to contribute towards boosting our economy through the move. We also hope that it will catalyse the growth of tourism, sports and many other sectors in the state. We do not see any other profit with this project,” he said.

Considering the upcoming busy season, with World Cup qualifiers for Argentina, the Club World Cup and MSL matches for Inter Miami, Leo Messi has a packed schedule in 2025.

So, whether he will really accompany the Argentina squad to India is a matter of speculation for many fans. However, the organisers assure ‘The Goat’ is coming.

“The contract is to bring the entire Argentina squad, including Messi. That is what we all expect now,” said Kerala Football Association president Navaz Meeran.

“The only decision to be made now is to bring an opposition team too, to play against Messi, on which discussions are taking place,” he said.

While excitement reigns supreme among football lovers over welcoming Messi, some opine that the funds should instead be used to develop the poor sports infrastructure in Kerala.

However, some hope the matches would bring more attention and importance to football in India.

“We see this as a celebration of the sport. This is an initiative that we believe will motivate grassroots-level intervention in football, like more academies coming, more natural talents coming up, and our teams achieving international standards,” said Navas.

Kerala football legend I M Vijayan agrees with the scheme. “Right now, our condition is such that it is difficult to get sponsors in the football sector, for conducting camps, or any event. By highlighting events like these, we hope to find more sponsors,” he said, adding that the football world is eagerly awaiting Messi’s arrival.

The matches are a direct initiative of the sports department. The dates for the games are yet to be declared. Also, while one of the games will be hosted in Kochi, the venue for the second is yet to be decided.