The 20th edition of FICCI FRAMES incorporated an interesting session on sports titled ‘Sportsonomics: Driving Indian Sports Forward, On And Off The Field.' The session saw coming together of sports-persons, regulators, administrators and industry leaders to analyse business models and policies that will launch next decade of growth for Indian sports.
Moderated by Mayanti Langer, Indian sports journalist, the panelists included Atul Pandey - chairman, Sports Live Entertainment; John Medeiros - chief policy officer, AVIA; Chintamani Rao,Renowned media expert; Vinit Karnik, business head - Entertainment, Sports & Live Events, GroupM; Nitin Kukreja, CEO, IQuest Enterprises Private Limited, and Matthew Kurlanzik, director, Government Relations, Asia, 21st Century Fox.
With Khelo India, sports is being promoted as an important tool not only for physical growth but also for mental strength. The panelists spoke about the importance of creating sports environment on ground level to make India more prominent on international platforms.While Atul Pandey spoke about challenges from policymakers’ perspective, he also mentioned how the opportunities in our country are very high. Speaking about popularity of Indian Sports outside India, Medeiros said, “There is a dynamism in India which is flowing out into the rest of the world.”
“IPL has created a momentum around sports economy in India and that’s been pretty much driven by private players. The responsibility is not only of the broadcasters, but we need to create a holistic environment around sports,” said Kukreja. Taking sports to international platforms, he further added, “We have seen mushrooming of leagues and exposures, but at international level sports is a competition. Our medal tally at international level has come down. We need to take measures to correct and take Indian sports forward at an international level because the recognition, fan attention and money comes from there.”
Kurlanzik spoke about how abroad the sports competitions at school and university levels are being broadcasted. “Broadcasting rights are the fuel for any sport to grow," he concluded.