B&E: Why is that there are very few corporates wanting to sponsor (or atleast come up with an initiative to promote) sports other than cricket?
AR: Sponsorship of any event has a commercial angle to it, which therefore means that the sponsor should be able to derive commercial benefit in the form of brand building, lead generation et al. This requires professional running of sports by the administration. Cricket administration in India has shown the way by professional organisation of events. At the same time, attracting masses to any spectator sports would require heroes of international stature. In cricket, we have generations of such celebrities who attract people to the sport. There is a need to develop similar celebrities in other sports also.
B&E: What needs to be done in order to change the existing perception?
AR: Professional management of sports is critical & administrators have to think about the popularity of the sports in the long run...
B&E: How does MNYL associate itself to sports?
AR: Our association with “Education +” space will enable us in nurturing and supporting talent at a young age to make our coming generations multi-dimensional and look beyond education. Through I-Genius Talent, we are exploring associations with partners, which will enable us to promote sports like Soccer and nurture talent in the same.
B&E: How difficult is it to market a sport other than cricket?
AR: Spectator sports are required to be marketed like any other product. IPL is a very good example of how a sport form which has a high entertainment quotient has been positioned as that only, rather than on the purity of game and its technique. A sport like soccer or hockey, which has high adrenaline action in a short span of time, should be marketed to youngsters as a game with speed and skill. India needs to attract international stars to build interest in other sports. Hockey World Cup could well be an event that may turn the fortunes of hockey in India. It now depends on how well the administration handles the pressure...
AR: Sponsorship of any event has a commercial angle to it, which therefore means that the sponsor should be able to derive commercial benefit in the form of brand building, lead generation et al. This requires professional running of sports by the administration. Cricket administration in India has shown the way by professional organisation of events. At the same time, attracting masses to any spectator sports would require heroes of international stature. In cricket, we have generations of such celebrities who attract people to the sport. There is a need to develop similar celebrities in other sports also.
B&E: What needs to be done in order to change the existing perception?
AR: Professional management of sports is critical & administrators have to think about the popularity of the sports in the long run...
B&E: How does MNYL associate itself to sports?
AR: Our association with “Education +” space will enable us in nurturing and supporting talent at a young age to make our coming generations multi-dimensional and look beyond education. Through I-Genius Talent, we are exploring associations with partners, which will enable us to promote sports like Soccer and nurture talent in the same.
B&E: How difficult is it to market a sport other than cricket?
AR: Spectator sports are required to be marketed like any other product. IPL is a very good example of how a sport form which has a high entertainment quotient has been positioned as that only, rather than on the purity of game and its technique. A sport like soccer or hockey, which has high adrenaline action in a short span of time, should be marketed to youngsters as a game with speed and skill. India needs to attract international stars to build interest in other sports. Hockey World Cup could well be an event that may turn the fortunes of hockey in India. It now depends on how well the administration handles the pressure...
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