MUMBAI: It seemed as if the federations were the most ready to take the leap or at least understand how to do so in the new order of sports marketing if one goes by their representation at SportzBiz 2003. In fact they were the best represented contingent amongst all the panellists at India's first sports marketing forum held in Mumbai on 24 Januray 2003.

Among those who participated included: Sports Authority of India director general Shekhar Dutt; Board of Control for Cricket in India (BCCI) vice president Kamal Morarka; All India Tennis Association (AITA) secretary general Anil Khanna; Indian Hockey Federation (IHF) president KPS Gill; Motorsports Association of India Nazir Hoosein.

The general consensus amonst them was that non-cricket sports required government, media and corporate support. Several achievers and world champions in sports such as chess, billiards, tennis and badminton didn't get their due.

Viewpoints of the associations, federations and representative sports bodies :

The existing infrastructure is not used because there isn't much interest in the sport. This is a chicken and egg situation Sports Authority of India director general Shekhar Dutt

Sports Authority of India director general Shekhar Dutt
* Indian entrepreneurs in sports marketing have created opportunities where none existed.
* As society progresses, consumers will place higher value on leisure and fitness. Therefore sports will become important.
* Families spend a lot of money on entertainment and sports can claim a portion of the same.
* More international sporting spectacles need to be brought to India. TV is a valuable resource in doing so.
* In order to modernize infrastructure, a huge investment has to be made.
* The existing infrastructure is not used because there isn't much interest in the sport. This is a chicken and egg situation.
* The government has to look after 38 Olympian and 30 more non-Olympian disciplines.
* However, the government's attitude has changed after the recent successes of Indian sportspersons during the Commonwealth Games.

All India Tennis Association secretary general Anil Khanna
* There are two main sources of funds for the associations - the government and the corporates. Both of them must realise their responsibility towards Indian sports.
* The game of tennis has players from 173 nations vying for top honours and Indians have done well.
* Tennis is one of the few sports that involves skill, athletics, power, strength and excellence.
* Tennis telecast rights don't get the valuations they deserve and the broadcasters are responsible for the same as they always try to push down their acquisition costs.
* The tennis association is not getting its due inspite of the fact that the association has done a great job in promoting local and global tournaments. India was No 1 team in Asia and the only team (apart from the US) to feature in all the top eight nations and three world finals in 2002.
* Tennis icons such as Leander Paes and Mahesh Bhupati don't get their due in terms of sponsorships and media coverage.
* Young children need Rs 3,00,000 per annum to become good players. Middle class Indian parents cannot afford the same and force their children to opt for alternative careers.
* Tennis gets Rs 100 million as sponsorship and needs more support to ensure that the juniors excel on the world circuit.
* Doordarshan doesn't give coverage to tennis despite its policy wherein it has to give one-hour coverage to 28 disciplines
* Private broadcasters don't give domestic sports the mileage they deserve.
* The government must pass a legislation that 10 per cent of the money spent by advertisers on cricket should diverted towards promoting other sports.
* South American countries with poor economies have backed talented tennis players and reaped rich dividends.

Associations cannot plan their calendar in the absence of definite information or commitment from the government Indian Hockey Federation President KPS Gill

Indian Hockey Federation president KPS Gill
* Indian hockey was on a high after the Commonwealth win but the team and its members didn't get the attention they deserved.
* Lots of money is needed for more building infrastructure facilities in non-metros.
* The government gave Rs 4.1 million in 2001 and Rs 2.1 million for the current financial year as its share of money to fund hockey.
* The government funds must be performance based and the Sports Authority of India must appreciate the fact that the hockey federation has eight-10 year plans and back it accordingly. One needs a long time for these efforts to fructify.
* The hockey association is considering various options such as tie-ups with the Indian Express group to promote hockey stars.
* Associations cannot plan their calendar in the absence of definite information or commitment from the government.
* Infrastructure for hockey involves large investments as per the rules of the international hockey federations. India doesn't have a single stadium with floodlights.

Indian customs harass the international teams which visit India and come with their vehicles and the accompanying maintenance equipment Motorsports Association of India President Nazir Hoosein

Motorsports Association of India president Nazir Hoosein
* Motorsports is a completely TV oriented sport.
* Formula One racing can become the most popular TV viewing spectacle if marketed well. The resources that go into the game are phenomenal.
* Indian customs harass the international teams which visit India and come with their vehicles and the accompanying maintenance equipment.
* Associations in India must learn from AFI's (international racing associations) example and separate the marketing and sporting aspects of the game.
* Several countries such as Australia and South East Asian countries use racing to leverage tourism and other opportunities. The revenues earned from sponsorships could exceed the entire initial investments in the infrastructure.
* Indians have an intrinsic bad ethos - an example is the decades old Himalayan rally that was discontinued because certain activists used the Rally as a forum to air their grievances.
* The learning was that racing event tracks have to be heavily policed and should be inaccessible to general masses.
* The Mumbai-Pune expressway is a huge opportunity for racing marketers.
* Very few Indian subsidiaries of global automobile companies promote or associate with Motorsports in India.
* The racing associations are increasingly organising go-karting competitions to induce the youth and youngsters to participate in racing and motorsports.

The sports minister must support the view that advertisers should compulsorily keep aside a certain amount for other sports Board of Control for Cricket in India Vice president Kamal Morarka

Board of Control for Cricket in India vice president Kamal Morarka
* Cricket is attractive and has become self-sufficient and self-sustaining
* The Government must find ways to give deserving sports their dues.
* The sports minister must support the view that advertisers should compulsorily keep aside a certain amount for other sports.

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