Sports_VivekMenon_IIM Indore.ppt

Sports in India “ A new social compact involving all stakeholders to launch a nationwide movement of youth in sports and unleash a new wave of sports consciousness and sports development” No, I dint say this!! Dr. Manmohan Singh did – more than 2 years back. But like many others, he never suggested how we create this new order. As an emerging leader, I couldn’t help but suggest a few, over the next 9 slides - Vivek Menon, IIM Indore

Cricket vs Other sports ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Cricket, which is still not an Olympic sport is most popular in the subcontinent. All the other major sporting federations and IOC has neither been able to reach the profitability nor the popularity of what BCCI has successfully done.

The ailing sports federations will need to go through 4 distinct stages to achieve the 2P’s – Profitability and Popularity

Stage 1 : IDENTIFY THE PROBLEM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],While some of these problems are addressed in the 2 nd , 3 rd and 4 th stages, there are a few issues that will need some radical steps from the Govt Of India There is the need for an Indian Sports Commission to be setup headed by a Strong Industry experienced stalwart with keen interest in Sports (eg - Nandan Nilkeni for unique ID model). The chairperson can set committees for each sport with co chairs in each committee – Co chair will be a person who has excelled in the sports nationally/internationally

Engagement Structure for Popular Sports like Football/Hockey Drive Overall Strategy ,Mindshare and National Team selection Accountable for all zonal level tournaments and selection ,[object Object],[object Object],[object Object],Sports Mgmnt should be done by specialized Mgmnt Graduates and proven sportsperson - Helps reduce Political clout Athletics/Archery etc will go by the Indian Institute Of Sports Model given in Stage 3

Engagement Model At each district level, a sporting centre (stadium) will be established. The stake holders at each district will be responsible for each of the sporting centre. With limited facilities in each School, a consolidated Sporting centre per District with the each School Mgmnt as Stakeholder will be highly beneficial ,[object Object],[object Object],[object Object],[object Object],POTENTIAL SPONSORS Target Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],THE ENGAGAMENT MODEL FROM THE AGE 4 (District Level to National Team) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

STAGE 3 “Investment” – How to make sports popular?? RESPONSIBILITY TO POPULARIZE THE SPORT Before implementing an engagement model for future sportspersons, we need to look for various avenues to popularize these sports. While various steps need to be taken to popularize the sport, the responsibility needs to be shared between a) National & Zonal Level Executive Team b) State & District Level Executive Team Stakeholders of each state/ district are ultimately responsible for generating funds for such investments at grass root level FINANCIAL INVESTMENTS – Investments from Govt. are hard to get and time consuming, hence private sector partnership has to be introduced Injury Management Insurance against Career threatening injuries and Career Mgmnt Agencies to be set up at Zonal levels The initial expense of building sports complex can be shared by Govt and other stakeholders – Corporate level Donation Campaigns can be organized Private partner for each state/district will be a consortium of a media houses( Regional TV channels, Newspapers, Radios), Large corporate houses with interest in sporting industry (Shoe manuf. Like NIKE, Fabric manuf., Fitness equipments, Fitness goods, health food), Other local industries and commercial establishments ( eg: Jewelers in Kerala, IT companies in Karnataka, Construction giants in Delhi) National /Zonal Level Sponsor for merchandizing/TV rights etc. Training coaches/physcio and dieticians at district level to become a part of the sports centre An Entertainment based model for fund generation – ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],NON FINANCIAL INVESTMENTS – Support from Govt, will be in terms of mind share, such as – Free allocation of govt. owned stadiums/ existing sporting facilities for all ailing sports until the federation breakevens. Tie up with BCCI to provide stadiums Making it mandatory for District Heads, MP’s and MLA’s to become stakeholders in their constituencies initiatives – Allocate more funds through them. Make it mandatory for all State/CBSE schools to affiliate to the INITIATIVE and establish the stadium in their location Try and persuade all Padma Shri, Padma Bhushan recipients to associate with their home towns sporting centre.Film stars and celebrities need to be asked to associate with a sport – In Kerala, Mohanlal and Mamooty are currently ambassadors for Athletics and Volleyball respectively Since the expenses are low in District and State leagues, we will not require huge International sponsors. Media coverage is ensured by local media partners who are part of consortium. A dedicated TV channel to showcase the local matches will create maximum publicity

Additional Investments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Incentives – “What is the PROFITABILITY attached to the new engagement model” WHO ARE THE STAKEHOLDERS? Government of India Association of Schools Elected Representatives and District Heads Sponsoring companies Media Houses WHAT ARE THE INCENTIVES ASSOCIATED Government – Improvement in the sporting activity/performance in ailing areas Association of Schools – Improving the sporting culture, competitive nature of students. Additional Perks from Central government based on Points accumulated through the representation of students in various leagues Elected Reps & District Heads – More funds allocated. One of the parameter of performance of MLA, MP measured based on the representation in league/IIS from their district. More perks granted based on points accumulated Sponsoring Companies - For companies like NIKE, ADIDAS, they are able to attract an entirely new range of target customer group in India which did not exist till now. For other sponsoring companies, visibility is an important factor, which is materialized through the new model Media Houses: Media houses will naturally get associated with the initiative since it will become a sort of hygiene factor for them to cover the program – which is hyped across through various points HOW ARE THEY INCENTIVIZED ,[object Object],[object Object]

Immediate Step ,[object Object],[object Object],[object Object],[object Object],[object Object]

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