CRICKET isn’t just a game in India. It has always enjoyed a cult status, almost like a religion in our country. The birth of the Indian Premier League (IPL) in 2008, which fuelled the collective passion, craze and excitement of cricket aficionados across the country, took this cricket frenzy to another level. The sheer element of mixing cricket with entertainment worked wonders and left everyone spellbound.
Can other sports achieve a status similar to that of cricket in India? This was a big question that was being raised when people thought of commercialising other sports. However, witnessing the success of IPL, it opened doors for other sporting organisations towards establishing their own leagues like Pro Kabaddi League, World Kabaddi League, Hockey India League, Indian Super League, Indian Premier Tennis League and Indian Badminton League.
Emergence of these leagues shows that Indian audiences are ready for sporting leagues beyond cricket and testifies that India is finally getting serious about sports. For a country where cricket is religion, other sports can be seen sharply rising on the global sports map. For example, India currently ranks 158th in the FIFA roll of honour. So, it’s a challenge for other sports leagues to establish themselves in India and gain a substantial following in the long run. However, it signifies that consumers are clearly looking for a perfect blend of entertainment, passion and emotion. City-based formats are drawing more loyalty from fans than ever before. Fragmentation works well in sports and is an opportunity that has been explored well by franchises.
Another reason for their stupendous success can be attributed to the “Bollywoodisation” and glamour that the IPL brings. In addition to this, big corporates and celebrity sportspersons who have been legends in their respective fields of sports, have also invested in these leagues giving more encouragement to various games. That combination only added to the magic. This has not only promoted the love for sports but has also enhanced the aspiration to consider it as a serious career option. A major reason, I believe, that has led to the shift in mindset is the exposure and opportunities available now. Moreover, rising middle class incomes have made room for more sports in the Indian drawing room.
Apart from this, these sport leagues also offer a great platform for budding players by giving them the opportunity to showcase their talent and play alongside veterans of the game, and thereby, learn from them. Talent at the grass-root level is given a platform to showcase its potential. It also gives these young players an opportunity to play and learn from legendary and experienced professionals, both national and international, whom they have always followed and looked up to. This further helps them hone their skills and enhance their performance. But I would also like to stress on the fact that this is a two-way process. While the introduction of new sporting leagues in India has brought these sports into the limelight, it should also be remembered that their success depends on the number of people participating in it, following it or taking it up as a serious hobby or profession.
According to a PwC report, sports revenue in India will witness an average annual growth of 5% to reach $1.89 billion in 2015. This growth rate is higher than the worldwide average annual growth. The report attributed the growth mainly to improved economy and rebound in TV advertising in a big way. Technology and social media are also playing a very important role in making sports easily accessible. Sports apps, sports related website, live TV apps have enhanced the frenzy for sports to a different level. People can now follow their favourite sports on the move without having to sit in front of their television sets.
Sport analysts also see a growing hunger for other sports. India’s young population wants to see action in sports other than cricket. But the big question is of sustainability. Are efforts being made to keep the momentum going? The planning has to be impeccable to catch international media fancy; the facilities in India have to be at par with international standards; and security issues of players need to be well addressed.
People believe that the love for sports amongst Indians will never die given the sheer passion and zeal for it. In fact, it will only grow owing to emergence of various sports leagues. Seeing this phenomenon, we could easily divide the success of sporting leagues in India into two distinct eras – before IPL and after IPL.
By MOHIT BURMAN
The author is co-promoter of IPL team Kings XI Punjab
