Leveling the Playing Field

It's time to break the boundaries! Discover how gamification, Bollywood, and community events can revolutionize India's sports culture

Cultivating a Thriving Sports Ecosystem in India

I had asked my readers on LinkedIn about the strategy they would vote for if India must be sports superpower beyond cricket. The Board of Cricket Control in India is a cash machine. The BCCI's primary revenue source is selling media rights for international and domestic cricket, especially the IPL. These rights have skyrocketed in value over the past 5 years. Star India secured the 2018-2023 IPL rights for a whopping ₹16,347.5 crores ie roughly $2.55 billion (based on the exchange rate at the time of the deal), and Viacom18 bagged the 2023-2028 rights for ₹48,390 crores (approx $5bn USD). This influx of cash fuels Indian cricket's growth, infrastructure development, and player salaries.

Could some part of the from go from BCCI to fund other sports? Or should we invest in becoming better at field hockey? If we have to bring in rural talent, we could go big on wrestling, a sport men and women have excelled at. Or should we think like a VC and invest the kitty in 10 sports and then we may get one or two BIG wins?

See LinkedIn poll

Step 1: Many opportunities and reasons

We are a cricket and Bollywood crazy nation. Cricket is worshipped. It gets all the attention and glory. This year (and this has been a growing trend) has been one of great achievements in many sports. Here are a few (and I am sure I am missing many more).

1. Neeraj Chopra: Secured a silver medal in Javelin throw at the Paris Olympics.

2. Manu Bhaker: Created history by becoming the first Indian woman to win an Olympic shooting medal (bronze in the women's 10m air pistol). She also won a bronze in the 10m air pistol mixed team event with Sarabjot Singh, becoming the first Indian shooting pair to win an Olympic medal.

3. Sarabjot Singh: Partnered with Manu Bhaker to win bronze in the 10m air pistol mixed team event at the Paris Olympics.

4. Rohan Bopanna: Reached the Men's Doubles finals at the US Open (tennis).

5. HS Prannoy: Won the bronze medal in the BWF World Championships (badminton).

6. Nikhat Zareen: Clinched gold at the Women's World Boxing Championships.

7. Parul Chaudhary: Broke the national record in the women's 3000m steeplechase at the World Athletics Championships.

8. Aditi Ashok: Achieved a top-10 finish in a major LPGA golf tournament.

9. Indian Men's Hockey Team: Secured a podium finish in the FIH Pro League.

10. Praggnanandhaa R: Won a prestigious international chess tournament, further solidifying his place among the world's top young chess players.

These victories highlight India's growing strength and talent across diverse sporting disciplines. It's time to celebrate these achievements and encourage more young athletes to pursue their dreams beyond cricket!

Leverage Bollywood's star power to build community support for sports. 

Here are three unconventional ways to sow the seeds of change:

1. Gamify the Experience:

   • Develop interactive mobile games and apps around sports like kabaddi, badminton, and football.

   • Imagine a thrilling game where you can virtually compete with friends, making learning fun and engaging.

2. Leverage Bollywood's Star Power:

   • Harness the magic of Bollywood to showcase the stories of athletes from diverse sports.

   • Inspiring movies and web series centered around football, hockey, or athletics can ignite a passion for these sports.

3. Community-Driven Sports Festivals:

   • Organize local sports festivals celebrating a variety of disciplines.

   • Make it a family affair with food stalls, music, and exciting competitions for all ages, fostering community involvement.

JSW Sports and Tata Steel remain role models

JSW Sports has become a major force in Indian sports, supporting athletes across various disciplines like wrestling, boxing, judo, track and field, and kabaddi. They also own and operate professional teams in football (Bengaluru FC) and kabaddi (Haryana Steelers). Tata Steel has been a long-standing supporter of sports in India, with a significant focus on archery, athletics, and football. When I worked at Tata Steel, it was amazing to see how many Olympians and Sports Coaches were employed by Tata Steel - from chess, judo, basketball, archery and more. Reliance Industries: Through the Reliance Foundation, they have invested heavily in football, athletics, and basketball. Their initiatives include grassroots development programs, academies, and support for elite athletes.

When Amul celebrates a sport, it is shaping how Indians perceive Sports

This is just as powerful as sponsoring a sports team

Securing the Future

Sportspeople have very short earning opportunities. There is the uncertainty of getting selected to play at the time when you are at the peak. Then there is the question of going beyond the payments from the game or sponsorships. They dry out after a few years. But there are many options that erstwhile stars have crafted to stay relevant.

“The idea is to stay relevant. Money follows. ”

— Quote Source

1. Coaching and Mentoring

• Pullela Gopichand: The legendary badminton player now runs one of India's most successful badminton academies, shaping the next generation of champions.

• Anil Kumble: The former Indian cricket captain has mentored teams in the IPL and served as the head coach of the Indian national cricket team.

2. Sports Management and Administration

• Mahendra Singh Dhoni: The iconic cricketer has invested in various sports ventures and co-owns the Chennai football team.

• Viswanathan Anand: The chess grandmaster is involved in promoting chess in India and has held positions in the All India Chess Federation.

3. Commentary and Media

• Sunil Gavaskar: The cricketing legend is a respected commentator and analyst, sharing his insights with audiences worldwide.

• Sania Mirza: The former tennis star is a commentator and TV presenter, often appearing as a sports expert on various platforms.

4. Business and Entrepreneurship

• Sachin Tendulkar: The "God of Cricket" has ventured into various businesses, including restaurants, sports academies, and endorsements.

• Virat Kohli: The current cricketing superstar has launched his own clothing brand and invested in other ventures.

5. Fitness and Wellness

• Milkha Singh: The "Flying Sikh" actively promoted fitness and healthy living throughout his life, inspiring generations.

• Mary Kom: The boxing champion has established her own fitness center and advocates for women's empowerment through sports.

6. Social Work and Philanthropy

• Yuvraj Singh: The cricketer established the YouWeCan Foundation to support cancer patients and raise awareness about the disease.

• Geeta Phogat: The wrestler has been actively involved in promoting women's sports and empowering girls in rural areas.

We have to address the challenge of continued relevance of the person behind the sport. For sometime the person may become an entrepreneur and sometimes a sports person. A few years maybe spent as a commentator like Harsha Bhogle. Some years may be spent as an employee. In each stage, earning potential is based on being relevant. Sports people too have to adopt the Career 3.0 model.

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