Milind Shirolkar

NON-CRICKET SPORTS IN INDIA

Cricket as sport globally

CRICKET IS A SPORT LIMITED TO ONLY 8 10 COUNTRIES WHO CAN PRODUCE COMPETITIVE TEAMS SO INDIA REGULARLY FEATURES IN THE TOP 10 IN WORLD CRICKETINDIAN CRICKETERS REGULARLY CREATE WORLD RECORDS WORLD CUP CRICKET IS LIKE COMMONWEALTH GAMES COMPARED TO SOCCER WORLD CUP WHICH IS LIKE THE OLYMPIC GAMES ITS RELATIVELY EASY TO BECOME A WORLD CLASS CRICKETER THAN A WORLD CLASS ATHLETE IN OTHER MORE COMPETITIVE DISCIPLINES SOCCER 25,000 PROFESSIONAL TEAMS AROUND THE WORLD GOLF & TENNIS 150 COUNTRIES AROUND THE WORLD COMPETE FOR BILLIONS IN PRIZE MONEY INDIAN PUBLIC THINKS OUR CRICKETERS ARE WORLD CLASS

Cricket vs. Olympic sports

Olympic games
Hockey IHF Football AIFF Basketball BFI Volleyball VFI Boxing IABF Athletics AFI Most of the boards are ailing and caught up in petty lobbyism and internal feuds

Cricket
Television rights and other sponsorship deals are the biggest revenue earners for BCCI With the advent of IPL, BCCI has consolidated its position as the worlds most powerful cricket board with enough profit share and mindshare to take key decisions Most Profitable Sporting Boarding in the country

What is the problem with other sports ??

MACRO LEVEL
Infrastructure related woes Govt Apathy No tangible system for Talent spotting Lack of a general Sporting culture Health and Fitness issue Neglected Champions Lack of sponsorship Zero International Exposure No long term incentive in pursuing sports as a career

MICRO LEVEL Grass root

Lobbyists at various points of team selection Regionalism Very few opportunities for children/youth to develop expertise in a particular sport Zero aspiration to become WORLD CLASS Lack of support from educational institutes Lack of a proper league/ from district level Absolutely zero knowledge about fitness and diet Video Footage of personal training and competitors not available

What approach to be followed to improve the current state - An engagement model

Organization structure development
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

Stake-holders
a) All the school level educational institutions of the district (State level, CBSE, ICSE) b) District Head , M.P and M.L.A c) The regional media houses of state

Potential sponsors
Media houses are automatic stakeholders Hence prime visibility guaranteed One major sponsor per State which will ideally be a large corporate house closely related to sports(NIKE, ADIDAS, Fabric companies, Fitness based companies) Local establishments based on state characteristics landscape

Target Group
Kids of the age of 7-10. contribute to a DISTRICT TEAMS Winner of DISTRICT TEAM to be STATE TEAM From Age 10 to Age 12, a ZONAL TEAM From Age 15, a NATIONAL LEVEL

Organization structure for team-sports management

Drive Overall Strategy ,Mindshare and National Team selection Accountable for all zonal level tournaments and selection INDIAN SPORTS COMIMISSION -

National Level Team

State Level Selection Team District Level Selection Team Stakeholders at district level Coach/Mentor/ Physio at District level District Level Team T1

Zonal Teams and other leagues

Zonal Level Executive/Selection team

State Level Team

State Level Team

State Level Team

T2

District Level Team

District Level Team

What approach to be followed to improve the current state - An engagement model

Entertainment
Sporting Complex of each district should stand as cultural pillars of the region Organizing theme based MELA and carnival promoting sporting culture Brand Promotion through participating teams Product Launch /New Product display conducted between matches Each state/zone can promote Sports Tourism by inviting international Tier 2/3 leagues for friendly matches

Financial Investments
Investments from 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, Large corporate houses with interest in sporting industry (Shoe manuf, Fabric manuf., Fitness equipments, Fitness goods, health food), Other local industries and commercial establishments

Education
Establishing one sports school (Indian Institute of Sports) in every state with the highest level of facilities. Govt. Funding and reservation for students from such schools for higher education Establish Sports Grading as a mandatory component for Class 10 and 12th examination where each student will specialize practically and theoretically in at least 2 areas of sports

Non-Financial investment
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. 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 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

Indian institute of sports

Located in Every State Capital for disciplines where league is not possible such as Aquatics, Athletics, Gymnastics, Weightlifting , boxing etc Residential training coupled with a competition venue, complete with all modern amenities. A world-class/national level coach, aided by 5- 10 zone level coaches, would run the program. Kids of age 7 and above can apply within their state. Partnerships with premier schools would address their educational needs. Direct reservations to graduation level colleges Each Academy will also try to run self sufficient by finding a sponsor. Govt. may try and impose a rule of compulsory 25% fund diversion from the CSR activity of Private Sector companies to Indian Institute of Sports Tax empemtion for individuals and private sectors companies on contribution to the IIS

What is first step ahead ?

There is the need for an Indian Sports Commission to be setup headed by a Strong Industry experienced stalwart with keen interest in Sports. 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 Assurance of incentives to the sports person (including Job, Insurance etc) if they only clear international bench marks and not when they represent India

Milind Shirolkar

THANK YOU