Sports Marketing International LLC (SMI), an Atlanta-based marketing firm that raises sponsorships for sporting events worldwide, is developing a plan to raise earthquake relief funds for India through the Afro-Asian Games in New Delhi in November, John Lupton, founder and CEO of the company, told GlobalFax.

He said SMI is representing the inaugural Afro-Asian Games, an Olympic-type event in which 96 national Olympic committees from Africa and Asia are to participate, Nov. 3-11.

SMI’s plan is to donate a percentage of the proceeds from the opening-night entertainment of the Games to the Indian prime minister’s relief fund for earthquake recovery.

“This is exciting for Atlanta because we think we can activate a lot of corporations like Coca-Cola and IBM for sponsorship, but this disaster relief changes everyone’s interest level for the better,” noted Mr. Lupton. “We expect we can raise seven figures for relief.”

SMI represented all 53 African Olympic teams in the Sydney Games last year and expects to continue to market the new Afro-Asian Games every four years.

Atlanta’s corporate and non-profit communities and the office of the Indian honorary consul here are providing “whatever assistance they can” for disaster relief for earthquakes victims in India, according to Kenneth Cutshaw, honorary consul of India in Atlanta and partner at the law offices of Holland and Knight.

The Asian American Hotel Owners Association in Atlanta, (404) 816-5759, is accepting monetary donations for the relief efforts, as is the India American Cultural Association (IACA) in Smyrna, (770) 436-3719. Donations may also be made through CARE Atlanta at (800) 521-CARE or Contact Mr. Cutshaw at

          Contact SMI at (404) 760-9930.