Retailers associated with High Street Phoenix were the target audience for this activity, with an objective to strengthen High Street Phoenix's relations with them. This was a box-type match with non-free style bowling, which brought together 44 teams with 8 players and 2 substitutes and managed to engage approximately 500 retailers.
Commenting on the initiative, Pritti Ravindra, Vice President-Marketing, High Street Phoenix said: "In a country where cricket is more of a religion than a game, we thought there can be no better way to bring the entire High Street Phoenix family together. Anything that one plans on such a large scale requires meticulous planning, time and dedication and the High Street Phoenix team had all of these, thus making the Phoenix Premier League an annual event for us. With regards to on-ground promotions for the event, we had post event updates sent out to retailers via emails interspersed with SMSes to keep the excitement going. "