WEST BENGAL RANKS HIGH ON SPORTS PASSION; WHAT ABOUT SPORTS MARKETING?
SPORTS MARKETING: EMERGING POSSIBILITIES
One of the very engrossing sessions at Brand Chorcha’s first edition held recently was an entire conversation on how sports marketing fares in West Bengal. The state has always nurtured a deep and passionate sports culture and it wouldn’t be an exaggeration to state that the average man on the street breathes sports. From hyper local para tournaments to global sporting events, sports are a common thread here, unifying lives and giving the sports lovers the excitement to live through life, no matter what the challenges.
While there have been legendary sporting icons from West Bengal, has the state – and associated stakeholders – really done enough to promote the passion, the energy, the unique sporting fever that runs through scores of youngsters here? Is the scenario poised for change?
Amitabh Das Sharma, Sr. Assistant Editor – The Hindu Group moderated the session with speakers Indrajit Bhalotia, Director – Protouch Sports, Debashis Dutta, President – Mohun Bagan Club, Rajiv Seth – Cricket Adminstrator and former member – Indian National Cricket Team, and Satadru Dutta – Sports Promoter & Event Organizer.
Read on for excerpts of the session, Sports Marketing: Emerging Possibilities.
Has Sports Been Marketed Well in West Bengal?
Indrajit Bhalotia begun on a positive note; he felt that in a state where football has forever qualified as a religion, the Bengal Super League that has been established to decentralize football and professionalize the game far beyond Kolkata into the heartland of the state has created opportunities for youth. Branding, however, comes with a mindset and strategy, and it needs a combination of both to make the sport well marketed.
Debashis Dutta stated that it is disheartening to observe that while football is the undisputed king of sports in West Bengal, we tend to glamourize cricket more. Interestingly, Bengalis, per se, have little representation in cricket – even if one considers Kolkata Knight Riders, here is a squad that has historically featured very few players from Bengal. Football, on the other hand, has a far deeper connection – but are we marketing it with the cultural pride it deserves?
Rajiv Seth emphasized that though Bengalis are by far more passionate about sports in general compared to most states he has been to, it is a fact that sports has not been marketed well here. However, with a shift of sentiment and attitude, he was hopeful that the scenario was set to change soon.
Satadru Dutta said while agreeing that Bengal is tremendously attached to sports, particularly to football, opportunities do exist for marketing initiatives. He has been “selling” football successfully for the past 15 years. Are there savvy marketers who are connecting well the “product” – in this case, football?
Has Golf, An Elite Game, Received Adequate Branding in West Bengal?
Bhalotia, who is a professional golfer with a body of experience, said with the exit of industry and prominent corporate houses from Kolkata, big golfing tournaments shifted elsewhere. The sponsors were obviously looking at ROI in other major cities. He citied the example of Indian Open, the national golf championship of India. He hailed the continued efforts of bodies like the BCCI (Board of Control for Cricket in India) that goes above and beyond its primary responsibilities to support and nurture other sports and sportspersons.
There’s Scope for Improvement of Sports in West Bengal…
Debashis Dutta felt there is tremendous work that needs to be done for improvement of sports in West Bengal. Merely launching big leagues is not enough because the infrastructure in the state is pitiful. There are no mention-worthy cricket stadiums in the state apart from Eden Gardens. Most district stadiums are in pitiful condition – some so neglected that one cannot walk across them, leave alone play a sport. He urged private enterprise participation. The government should work out P-P partnerships in sports infrastructure as in the case of business, he felt. Creating the right infrastructure for sports development is the basic to ensure sports success, to be followed up with marketing of the success to attract more investment and encourage sports in the state.
Seth upheld a similar sentiment – that infrastructure forms the vital backbone of any sporting legacy. The onus lies on the government and associated agencies to implement necessary policies and rules so grassroots performance can be nurtured in the right way. He stated that increasingly youngsters from rural and suburban India are shining in different sports disciplines. It is necessary to give them the right platform to hone their talents. He gave the example of Odisha where he has personally worked for a considerable time as a sports consultant. Sundargarh region which has typically been labelled as a “backward region” has produced exemplary hockey players for the sole reason than Odisha, as a state, takes sports very seriously. While the entire Union budget for sports in 4470 Cr, it is 1400 Cr from Odisha!
Cricket has Created Sterling Icons Whom Scores of Youngsters Emulate. Can Other Sports Follow the Same Trajectory?
Bhalotia felt middle-class India that is majorly risk-averse owing to economic reasons leans towards cricket training for their children as they feel cricket may be a successful career for the child in the long run. It is not so for other sports. When it comes to a toss up between a sports career other than cricket and academics, parents inevitably opt for academics. Even so in case of football that is globally played in 150 nations vis-à-vis cricket that only 12 nations play globally. Creating champions of international stature over a period of time in a particular sport will attract attention and abiding interest of parents and guardians who will permit their children to pursue it as a long-term career.
Debasish Dutta echoed the same sentiment and stated that sports disciplines need to produce Olympic and Asian Games’ level champions. The nation is instantly rivetted towards champions. He mentioned the examples of the legendary Milkha Singh and P.T. Usha, Prakash Padukone, and the Amitraj brothers. Even in a pre-social-media era, the attention and fan following these sportspersons attracted was phenomenal and scores of parents were sending their children for badminton/ tennis/ athletics training. He emphasized that it is the sure-shot route to creating the base for youngsters to take up a particular sport.
Seth stated while competition in any sports discipline is immense whether it is actively followed by the masses or not, and benchmarks are diverse, certain non-negotiable factors go a long way in ensuring the success of participants. Not just hard work and rigorous training but mental capacity building. Nutritional upliftment. Taking care of financial insecurities on the family front. Opportunity to take part in multiple matches and tournaments. A combination of these will ensure that a sportsperson brings their A game and goes on to become an icon.
Satadru Dutta said that while success is all-important as everyone wants to idolize a winner, it is also important that stakeholders seize the opportunity to market a winner well at the right time. He stressed on timing that is important to transform a winner into an icon who will be remembered forever.
