The world of sports beyond cricket is evolving rapidly. But the glitz and marketing that sports such as hockey, basketball, soccer, tennis, and now boxing require for them to compete at some level with cricket, is absolutely crucial.
Due to strategic, financial, and volume-based considerations, cricket has captured the fancy of almost every Indian, resident or non-resident, corporate or casual spectator. Experiments with other sports and athletes within those sports to popularise and attract supporters and participants en masse have usually not yielded dividends. So, the time is ripe to use media in terms of reality television, print media and online initiatives to create revenue models that will expand the outreach of emerging sports, as well as be profitable ventures. Additionally, other collateral activities such as theme bars, caf?s, and sports-related events ought to be the way forward for Sports Beyond Cricket (SBC).
As a value proposition, good marketing and public relations could be the answer for successful ventures in SBC. The first couple of initiatives that may just turn out to be financially viable while capitalising on the inherent popularity of either the personality or the brand recognition of a particular team, are the launches of the Contender series hosted by boxer Vijender Singh (promoted by Percept in conjunction with Mark Burnett), and the Manchester United Caf?s.
While the Contender may be on a sticky wicket due to the recent stay order that IOS managed in the Delhi High Court, preventing Vijender from defecting or working with Percept, at least temporarily, from a long-term perspective, sports reality shows could have scope, especially since there is such a dearth of compelling live sports television at the present moment. There is a huge scope for increasing viewership in SBC, and the true revenues will stem from domestically produced shows and events, due in large part to the reliance that successful broadcasts have on ?live? telecasts. Cricket, due to the fact that India is the business nucleus for the sport, usually manages live telecasts for its target audience, even for matches and events held internationally. Other sports and shows in India are not that fortunate, whether it?s tennis, golf, basketball, or any other spectator-friendly sport. The English Premier League and the UEFA Champions League also usually take place towards the later part of the night, so regular viewership is difficult. This is where shows that showcase national and international talent in a reality show setting, might fill in the gap that has existed since time untold.
Another advantage that reality shows have is that they are structured such that they needn?t be ?live?, so prime-time viewing at a time and period when no other major sports event is taking place, would be a good option, without necessarily being capital-intensive. Percept, IMG/TWI, MSM, and others should explore other such ventures in the near future.
Analogous with this is the concept of a sports bar or caf?. Man U?s loyal customer base and the urban focus on EPLcould mean that this could be the first real contender among the sports F&B ventures. The launch of Sports Illustrated is a boon too. It is, for all intents and purposes, the first real international sports magazine to foray into India. It could showcase the sports industry as it develops and grows, also marketing sports and celebrity athletes. The future of sports in India lies in the collateral development of spectator friendly shows, sports-based F&B ventures, and reader-friendly publications and portals. It?s time to eat, drink, watch, read, surf and dream sports.
The author is a sports attorney at J Sagar Associates. Views are personal