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 ₹100 crore, of which ₹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.
Esta historia es de la edición December 10, 2024 de The New Indian Express Thrissur.
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