The 2010 games is big business

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from large events. Just the banners and advertising material will add up to millions. In addition, sportswear, shoes and accessories offer good potential, not merely for the events, but also for millions of fans all over the world that are enthused by them. Manufacturing also gains from the offshoot of transport, maintenance and volunteer services expansion. SMEs in India have proved that they match global standards of quality and safety in producing these goods.

Spectator spending has vastly increased over the past few years. There are stories of fans following F-1 racing teams, football teams, and cricket teams to sporting events around the world, adding an element of sports tourism to the local economy. Merchandising of souvenirs for tourists such as flags, mugs and other knick-knacks can generate enough manufacturing to keep several factories busy. Food outlets and catering services need to develop adequate hygiene standards for producing and packaging of special items.

Finally, infrastructure development for the mega-events represents large opportunities for SME vendors, suppliers and contractors. New stadia are built, existing ones are upgraded and modernised, new roads and bridges are constructed, and games villages created.

All these need to be equipped and furnished, with large purchases of furniture, linen and carpets and interior decoration services. Peripheral areas are also beautified and reconstructed, often with new investments in mass transport systems, power, hotels and other infrastructure. SMEs need to be active in exploring emerging business ventures, and in participating in them.

A dedicated portal for SME participation in large events needs to be struct-ured, a one-stop centre that can provide information on upcoming opportunities and link up large and small companies across diverse sectors. For example, the tenders coming up for the DCG 2010 are going to become more frequent as the preparation pace picks up. These should be made available to small business associations as well, in order that timely information can be supplied to members.

Additionally, institutions such as the Sports Goods Export Promotion Council should be revamped for greater focus on the sector, which is rapidly growing with greater TV coverage and health consciousness among consumers.

Sports goods clusters, currently prevalent in Jalandhar and Meerut from where close to 100% of exports originate, need to be established in other areas as well, synergised with input production. The current clusters have demonstrated that small manufacturers can effectively adapt to new technologies and innovate to address new markets and products.