In a different league

 

 

So what if we're goofy at cricket. We'll soon have other sports to indulge in. For, America’s National Basketball Association (NBA) and the German football league believes there is talent for sports in India that needs to be tapped. In mid-December, NBA Entertainment Vice-President Mark Aronson made a recce of India to study the game’s prospects. After studying television footage of Indian teams, Aronson said there was a lot of potential. It is believed that NBA is exploring a long-term strategy for development of basketball as India is emerging as a huge market.

Also, a special marketing team of the German Bundesliga is believed to have clinched a deal with the All India Football Federation. The Germans will be working on club development and marketing, stadium management and an exchange programme for youth and officials. The Germans have been enthused by the popularity of the English Premier League football in India. Formula One boss Bernie Ecclestone has been trying for a while to put India on the F1 calendar (which leading businessman Vijay Mallya is also working on).

These are not mere coincidences. International sports marketing firms have realised the potential of sports in India. Brands like Adidas, Reebok and Nike already have a foothold in the Indian market. Plus, a host of sports channels have helped in popularising sports like golf, F1, tennis, soccer and NBA basketball. When nine-time NBA All-Star Kevin Garnett visited India, he said, “I love India. The people here are warm and welcoming.”

World-renowned tennis coach Bob Brett also paid a brief visit here to train Indian coaches. He said he was impressed with the infrastructure and facilities in New Delhi. Then, steel baron Lakshmi Narain Mittal’s company recently announced the launch of the Mittal Champions Trust, to improve India’s performance in major sports competitions. The trust says it will invest Rs 40 crore to support young talent. “If a small country like Lithuania won a medal, then we can certainly do better. We have talent, it is just a question of nurturing it in the right way,” Mittal said.

So we have the NBA, which sells merchandise worth Rs 75 crore dollars annually and is broadcast in 215 countries worldwide. And the F1. India has a sizeable population of tech-savvy youngsters who want to make a name. Now's the time. Other sports always complain of being eclipsed by cricket. This is the chance to tap talent and get big. Our sports federations must shed sloth. If they don't, crack the whip.