RUMBLE UNDER OUR FEET - Business of Sports - Rumble Under Our Feet | 1 - Business France
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RUMBLE
UNDER
OUR FEET
Business of Sports – Rumble Under Our Feet | 1
2 | Business of Sports – Rumble Under Our Feet
TITLE Business of Sports – Rumble Under Our Feet
YEAR November, 2018
Media & Entertainment, Fine Arts, Luxury and Sports Banking Group, YES BANK; French Trade
AUTHORS
Commission - Business France India
No part of this publication may be reproduced in any form by photo, photoprint, microfilm or any
COPYRIGHT other means without the written permission of YES BANK Ltd. & French Trade Commission -
Business France India
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YES BANK Ltd.
Nikhil Sahni
Group President & Global Head, MNC Corp. Banking
Govt. Banking & Strategic Govt. Advisory
Karan Ahluwalia
Senior President & Country Head, Media & Entertainment
Fine Arts, Luxury and Sports Banking Group
Abhishek Issar
Senior Vice President, Media & Entertainment
Fine Arts, Luxury and Sports Banking Group
Northern Regional Office
CONTACTS 48, Nyaya Marg, Chanakyapuri
New Delhi – 110 021
Tel : +91-11-66560562
Email : nikhil.sahni@yesbank.in
karan.ahluwalia@yesbank.in
abhishek.issar@yesbank.in
Website : www.yesbank.in
Registered and Head Office
YES BANK Limited, YES BANK Tower
IFC 2, 15 Floor, Senapati Bapat Marg
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Tel : +91 22 6669 9000
Fax : +91 22 2497 4088
Business of Sports – Rumble Under Our Feet | 3
4 | Business of Sports – Rumble Under Our Feet
Message
France is a major player on the world stage of sport. European champion of hosting major international
sports, France, after having hosted Euro 2016, World Championships of Men’s Handball, Wrestling and Ice
Hockey in 2017, Ryder Cup in 2018, Women’s Football World Cup in 2019, will host Rugby World Cup in
2023, and the world’s biggest sporting event, the Olympic and Paralympic Games, which will be come back
to Paris in 2024, a century after the last Summer Games organized in France. And how not to mention the
Tour de France, Roland Garros, the 24 Hours of Le Mans or the great races such as the Vendée Globe or the
Route du Rhum, as many world renowned prestigious events, which represent not only the modernity of the
country but also the attractiveness of its territories.
They are a great showcase of French know-how and expertise in organizing major events in all its aspects as
well as of all the numerous companies which are from this sector in constant growth.
Sports equipment, architecture, construction, security, telecoms, ticketing, signage, infrastructure
management, event management, opening and closing ceremonies, hospitality, catering, performance
measurement, spectator experience, training, communication, media, digital solutions ... the French offer
is both complete and efficient. It encompasses, within the sport sector, big French groups, SMEs, and
innovative start-ups from the French Sport Tech.
One of the objectives of France’s sports diplomacy, as defined by the Ministry of Europe and Foreign Affairs,
is to provide support to the companies in this sector to export, in close cooperation with French Trade
Commission-Business France, the Ministry of Sports and the Ministry of Economy and Finance. It is primarily
in this context that I have the great pleasure of coming back to India with a delegation of companies,
representative of this French know-how, at the “France India Sports Business” symposium organized by
French Trade Commission- Business France at Embassy of France in New Delhi. France is already present in
India in the field of sport. It wants to strengthen and develop this presence with our Indian partners.
But sports diplomacy is also the exchange, the interaction around multiple paths of dialogue around sport as
an instrument of sustainable development, around the values that sport, universal language if any, conveys
and promotes. India and France share these values and they have the will to put them into action. That is
why during this trip I am particularly pleased to have the opportunity to interact with our Indian friends on
the theme of our relations in the field of sport, and more generally on the place of the sport in our society.
I thank Embassy of France, in particular the French Trade Commission - Business France India team, for
organizing this symposium, whose results, I am sure, will be very fruitful.
H.E. Mr. Philippe Vinogradoff
French Ambassador for Sports, French Ministry of Sports
Business of Sports – Rumble Under Our Feet | 5
6 | Business of Sports – Rumble Under Our Feet
Message
France’s skills and talent in both the sports and business sectors have brought it international prestige and
recognition.
France has been hosting major international sports events every year, including the Tour de France since
1903, 24 Hours of Le Mans motorcycle race since 1923, the French Open (Roland Garros) since 1928, and
the Vendée Globe yacht race since 1989.
France is a sporting nation: sixty-four percent of French people play sports at least once a week, and more
than 16 million people belong to a sports club.
Every year, the Business France Head Office in Paris hosts the ‘International Meet for Major Sports Events’
(RIGES) in France, which brings together more than 200 international sports stakeholders to share their
thoughts and experiences and take stock of public policies carried out for the development of sports, sports
equipment and the organisation of forthcoming global events.
France’s know-how and expertise in staging sporting events and manufacturing sports goods and equipment
will be showcased on a larger-than-life scale in Paris when it hosts the 2024 Summer Olympics.
Paris 2024 is planning to use renewable and recovered energy to reduce carbon emissions by 55%,
compared with the Rio 2016 and London 2012 games, in line with the climate change commitments of the
Paris Agreement.
95% of the venues needed to host the 2024 Olympic Games already exist. France has almost 2,70,000
sports facilities, including 43,500 large pitches (for football, rugby, hockey, etc.) and 40,800 tennis courts.
France boasts 14 stadiums with more than 30,000 seats, while the 81,000+ capacity Stade de France is
among the ten largest in Europe. The Stade Vélodrome (67,354 seats) and the Groupama stadium in Lyon
(59,186) are the second and third largest in France. Opened to the public in October 2017, the 40,000
capacity U Arena in the Parisian suburb of Nanterre is Europe’s largest, most modern and versatile indoor
arena. In 2024 it will host the gymnastics events for the Paris Olympic Games.
The biggest international players of the sports industry are investing in France to develop their business
internationally as well as expand their presence in the country.
Since India has one of the world’s largest and youngest demographic, the current government has chosen
sports as a strong driver of its economic development. India has thus opted for the creation of a holistic
ecosystem for sports that would be transparent, robust and world-class. India’s performance in the 2018
Asian Games was praiseworthy.
France can thus be a strong partner for the development of sports in India.
This Symposium at the Embassy of France is an ideal platform for French companies to share their expertise
in sports infrastructure, equipment technology, management, training, and the development of talent and
sports business with their counterparts in India.
I wish the France-India Sports Business Symposium great success.
H.E. Mr. Alexandre Ziegler
Ambassador of France to India
Business of Sports – Rumble Under Our Feet | 7
8 | Business of Sports – Rumble Under Our Feet
Message
The India Story is a promising one, not just with the advantage of its demographic dividend - with over 65%
population under 35 years of age, but being the second biggest market for smartphones in the world with
221 million owners, and therefore the respective Over The Top (OTT) consumers, gives us an undeniable
headway over many other competing economies. Club that with a base of fervent aspirations, we’re not only
looking at youth dividend driving the near, mid and long term course of India, but also influencing the ensuing
trends that may set the tone for various brands in the global market.
India’s population is projected to rise to 1.5 billion, by 2030, with about 600 million youth under the age of
25 years. This can prove to be a big competitive advantage for the country, provided sports is used as a tool
of empowerment towards achieving a healthy, educated and skilled young India. Sports can be the lever to
prepare the youth for newer challenges.
India holds no more than a drop, less than USD 3 Billion (approx), market share in the USD 650-700 Billion
Global Sports industry. And in all fairness, we have substantial ground to cover when compared with Global
sports giants like The United States of America, China, Australia or United Kingdom, with respect to our
Olympic prowess and performances. However, our prime positioning on the youth index gives us a unique
advantage that, enviably for the world, is knocking on the doors of sports excellence.
2018 has been a watershed year for our athletes, with a rank 3 finish at the Common Wealth Games, followed
by a best ever Asian Games performance winning 69 medals, the most promising show was at the Youth
Olympics with an unprecedented 13 medals. A majority of these athletes belong to non-metropolitans, a
vindication of an aspiring and fast developing sports culture, reflecting the emergence of a strong sports
infrastructure at all tiers as well as our growing bench strength. All very healthy signs to actualize India’s
much anticipated potential for business of sports.
The industry has many set pieces, which continues to receive a much needed push at a Central policy level
under the strong leadership of the Hon’ble Minister of Sport and Youth Affairs, Shri Rajyavardhan Singh
Rathore, Sports institutions, Niti Aayog, the Ministry of Health & Family Welfare and a corresponding growing
economy.
Increasing per capita income and the resultant increase in disposable incomes means that a largely young
population is spending much more on entertainment, leisure, and wellness. Therein lies the potential for
infrastructure, manufacturing, entertainment (including leagues and digital content) and the wellness (and
fitness) industries.
Yes, there is an imperative need to give an industry status to the sector, and with that to engage all State
Governments by creating a competitive performance index to gauge job creation in sectors like sports
infrastructure and manufacturing industries, to create hubs (and Special Economic Zones) of sports excellence
and varied disciplines depending on the respective topographical and demographic advantages of the States
against national parameters of job creation, talent scouting and management, infrastructure establishments
and wellness quotients.
Business of Sports – Rumble Under Our Feet | 9
There are several larger aspects related to the management of sports in India that need addressing in a multi- pronged manner. Bringing in management proficiency at grass root levels to nurture talent, the sector needs holistic, comprehensive policies, with buy in at district administration level. Here, a collaborative community approach, through a social equity model, accompanied by appropriate incentives, can help encourage sports talent. Sports excellence has to be a collective dream of the nation, and not a reactive business opportunity. In this report, we have reached out to industry specialists, and proven business minds, to evaluate the pulse of their respective sectors, gauge the pitfalls, highlight the underlying opportunities and seek recommendations on a strategy cohesive to the set-pieces within the sports industry. I am confident that the contents of the knowledge report will provide important insights to policy makers in achieving the transformational vision necessary for growth and development of the sports sector and actualize our Olympic dream as a systemic outcome of an excelling ecosystem. Mr. Karan Ahluwalia Senior President & Country Head, Media & Entertainment, Fine Arts, Luxury and Sports Banking Group, YES BANK 10 | Business of Sports – Rumble Under Our Feet
Table of Contents
Introduction ........................................................................................................................................... 01
Policy....................................................................................................................................................... 07
• Tahsin Zahid | Sports, Physical Education, Fitness and Leisure Skills Council ............................... 07
The Big Bet: Skilling India’s Youth Dividend
• Siddhartha Upadhyay | STAIRS....................................................................................................... 11
Unifying India’s Diverse Demographic Dividend: Broadbase to
Broad-gauge Talent Outreach
• Deepender Singh Hooda | Haryana Wrestling Federation of India.................................................. 13
Strategy and Plans for Institutionalizing a Sports Ecosystem
• Mayank Pande | GoPlaySport.......................................................................................................... 15
How Technology has started to Impact and Transform Sports
Markets and Investments...................................................................................................................... 18
• Rajeev Kalambi | FidelisWorld ....................................................................................................... 18
Market Strategy: Investing in Sports, Media & Entertainment
• Karan Mohla | Chiratae Ventures..................................................................................................... 20
Market Strategy: Shaping up a Fit ‘Mind-Body’ India
• Ronnie Screwvala | U SPORTS ...................................................................................................... 22
Gaming & eSports – Redefining New Media Investment Strategy
Infrastructure.......................................................................................................................................... 25
• Mustafa Ghouse | JSW Sports....................................................................................................... 25
Filling in the Void – Where Talent meets Training
• Udit Sheth | TransStadia ................................................................................................................. 27
Elephant in the Room – Walking the PPP Talk
• Anil Kumar | Great Sports Infra....................................................................................................... 29
The God of Small Things – Digging into Districts #PlayingArenas
Manufacturing......................................................................................................................................... 37
• Shiv Prakash Singh | Shiv-Naresh .................................................................................................. 37
Stitching the Great India Dream: A Ground-Up story
• Rajesh Rai | Jerai Fitness ............................................................................................................... 41
What it takes to Sustain and Scale, The Growth Multiplier
Marketing & Packaging.......................................................................................................................... 43
• Vinit Karnik | GroupM...................................................................................................................... 43
“Show me the money” – Ground report: The Grand India League
• Charu Sharma | Mashal Sports....................................................................................................... 46
Demystifying the Matrix – How Kabaddi reached Households and What Next?
Business of Sports – Rumble Under Our Feet | 11Gaming and eSports.............................................................................................................................. 48
• Vamsi Krishna | NVIDIA.................................................................................................................. 48
E-Giant, Knocking on the Door!
• Lokesh Suji | Esports Federation of India ....................................................................................... 50
Global context, India and the inherent opportunity
• Siddharth Batra | Satram Dass B & Co........................................................................................... 53
Precinct of Indian Law on Online Games
The French Connection.......................................................................................................................... 54
About, Strengths and India Strategy.................................................................................................... 54
• Fabien Dilem | PARIS SAINT-GERMAIN.......................................................................................... 54
• Pierre Debleme | W ARENA .......................................................................................................... 55
• Florent Marty | SOLIVE................................................................................................................... 56
• Christophe Carniel | VOGO............................................................................................................. 57
• Jean-Sebastien Gosuin | SEATERS................................................................................................. 58
• Cédric Messina | MY COACH SPORT............................................................................................. 59
• Guillaume Deguerry | METALU-PLAST........................................................................................... 60
• Eric Leport | ALCOR....................................................................................................................... 63
• Bertrand Pignole | SODIKART ........................................................................................................ 64
• Olivier Esteves | ABEO................................................................................................................... 66
About Business France.......................................................................................................................... 68
About YES BANK.................................................................................................................................... 69
12 | Business of Sports – Rumble Under Our FeetIntroduction
“Spirit, strength, skill and stamina – are key elements in the field of sports as the
core foundation of the nation. If the youth of a country possess these qualities,
that country will progress not only in areas such as the economy, science and
technology but also bring laurels home in the field of sports.”
~ Hon’ble Prime Minister of India, Shri Narendra Modi
The importance of sports in harnessing the power Clearly, India’s competitive edge is visible in its
of youth towards nation building and economic economic performance, but a far cry on per capita,
development has been evident ever since the 1896 health or sports excellence axis. The Olympics may
Olympics, and has been firmly established during well be an important, if not the ultimate, parameter
subsequent international sporting events around the to judge a country’s standing on the global sports
world. excellence index. But critically, it is a strong reflection
of the country’s sports culture, outlook towards
India holds no more than a drop, less than ~USD fitness as part of its DNA and the presence or
3 Billion market share in the USD 650-700 Billion absence of an underlying sports fabric – that covers
Global Sports industry1. A stark contrast for one relevance of sports in education, infrastructure,
of the world’s fastest growing economies, high tangible manufacturing supply chain and the
population and one of the most youthful nations in cumulative interest of a national and institutional
the world, with over 65% population under 35 years push for sports driven content (covering all forms
of age2. Evidently, India is a high potential market for of media). The sheer gap with other developed
global businesses with an unenviable distinction of economies gives relevant perspective on the need to
winning the lowest number of Olympic medals per proactively empower the system to enable a robust
capita. That however, is not the only parameter of economy, given the human capital dividend offers a
success or the underlying opportunity. prospective potential in more ways than one.
India’s population is projected to rise to 1.5 billion Today, sports is being adopted as a tool for
by 2030, with about 600 million youth under the age development by countries world over, as it has
of 25 years. This can prove to be a big competitive been proven that sports helps in improving human
advantage for India, provided sports is used as a resources, economy and social fabric of a country.
tool of empowerment towards achieving a healthy,
educated and skilled young India. Sports can be
the lever used to prepare India’s youth for newer INDIA RANK (in year
challenges. 2018)
Global Competitive Index, 58
India has been ranked as the 58th most competitive World Economic Forum
economy on the World Economic Forum’s Global Human Development 130
Competitive Index for 20183, however our economic Index, United Nations
standing may not be a fair reflection, from a holistic
perspective, as the country sits at rank 130 on India’s medals tally at 51
the Human Development Index on a scale of 180 Summer Olympics (last 10
countries4. editions)
1
https://assets.kpmg.com/content/dam/kpmg/in/pdf/2016/09/the-business-of-sports.
2
https://yas.nic.in/youth-affairs/message-minister-0
3
http://reports.weforum.org/global-competitiveness-report-2018/summary-of-key-findings/
4
http://www.in.undp.org/content/india/en/home/sustainable-development/successstories/india-ranks-130-on-2018-
human-development-index.html
Business of Sports – Rumble Under Our Feet | 1The United Nations (UN) recognised the potential It is therefore imperative that sports be approached
of sport ‘as a means to promote education, health, holistically (through the multiple segments under it),
development and peace’ (UN Resolution 58/5). and given the requisite importance and relevance to
Agenda 2030 also emphasises the impact sports be used as a tool of transformation and capitalization
can make in the direction of achieving sustainable - not just an avenue to bring laurels to the county
development goals. in marquee global sports properties, but effectively,
also as an important driver to add skilled labour to
India can realize benefits such as increased GDP, India’s ever maturing workforce, promote India’s
reduced unemployment level, improved health for GDP, and critically lead to a fitter, healthier and a
citizens and enhanced literacy levels. mindful India.
Following is a segment wise breakup for better understanding on the size, scale, scope and opportunity in
the industry.
• Ministry of Youth Affairs and Sports
• Sports Authority of India
Policy -
Sports • National Sports Federations
Governance
Three key stakeholders in policy making responsible for: introducing transformational
changes, on-ground execution, talent scouting, training, efficient management of
processes and infrastructure
• One of the primary pillars of the industry to achieve sports excellence and create a
robust grassroots program.
• Smart - Districts to Cities – promote Centre-State mandate on sports infrastructure in
Infrastructure the DNA and create a deliverable list
• Aim should be to build state-of-the-art multiple facility stadiums and target setting up
smaller playing arenas and introduce functional open-gyms
• Drive Sustainable (solar rooftops and water management facilities) and community
driven solutions for Sports Infrastructure for higher community engagement
• Make Sports Infra self-sustainable with revenue intensive (Sportainment) facility usage
• Equipment Manufacturers, Retailers, Consumers and Private Sports Academies, all are
playing an important role in driving this sector forward
Manufacturing
• Total sports goods exports for 2017-18 stood at USD 232.80 Mn, as compared to USD
– Sports
224.83 Mn during the previous year
Goods and
Equipment • The industry provides employment to over 500,000 people
• Global retail sports goods industry is expected to grow at 3.4% from 2015-20
• Ownership of sports properties/ expansion through regional broadcast penetration
• International sports broadcasters investing in India as leading destination for business
Broadcast,
expansion. Over The Top audience in India is estimated to be around 225 Mn in FY18
Leagues and
and expected to reach 550 Mn in 5 years
Tournaments
Broadcasters, Franchises, National Sports Federations, Sponsors and Spectators, everyone
wants a bigger share of the pie
2 | Business of Sports – Rumble Under Our Feet• Gyms, training, marathons, outdoor sports and competitions, healthy food form sub-
segments
Sports, • Valued at USD 35 Bn in 2016, SFW business has been expected to grow at 17% CAGR
Fitness & to reach USD 90 Bn by 2022
Wellness
(SFW) • Fitness and Wellness attribute approximately 2.5 times the opportunity of Sports
activities by itself
• Schools, colleges, universities, institutions are the harbinger of talent and breeding
Education grounds of future talent
and Culture
• Global Sports Tourism industry is estimated to reach USD 5.72 Tn by 2021
(Toursim)
• Sports Tourism in India is an untapped industry. With its topographic diversity,
Government needs to introduce best global practices and policies to capitalize this
massive revenue and job creator
• VR (Virtual Reality) and GFX are the future in animation and gaming
ITES: Gaming, • Wearables market size USD 26 Mn in India and growing fast
eSports,
Startups • In 2018, the global video games industry was pegged at USD 137.5 Bn. India’s digital
gaming industry is pegged at USD 890 Mn
Given the size and scale of the sector, it is more than The Ministry of Youth Affairs and Sports (MYAS) has
evident that the business of Sports, as an opportunity seen transformational steps been taken since Col.
for a relatively young nation, means much more than Rajyavardhan Singh Rathore took control, whether
medals and podium finishes, it implies quite naturally this meant greater allocation of funds to the sports
a means of integrating India’s impending need for budget, implementation of a concerted grassroots
employment with myriad opportunities in the value development program in ‘Khelo India’ or something
chain. as diverse as reaching out to a large audience with
the #HumFitTohIndiaFit campaign. Importance of
From a policy perspective, to ensure effectiveness of awareness cannot be undermined in a culturally
programmes at the grassroots level, it is imperative diverse country like India and the subsequent
to design inclusive plans that are aligned to the capitalization at a policy and programme level can help
Government’s development agenda, build strong achieve goals seemingly unfathomable previously. To
programmes, delivery platforms with continuous achieve this, there must be a synergetic relationship
feedback system for improvement. Grassroots between the Ministry of Youth Affairs and Sports,
sports development programmes have a lot of Sports institutions, Niti Aayog and the Ministry of
potential to bring sweeping changes on the state of Health & Family Welfare.
sports in India.
These programs hold great promise to catalyze a
One of the major fillips in the direction has been the new wave of sports revolution for India that will bring
institutionalisation, for the very first time in the history Infrastructure, IT & Innovations, Talent Management
of India, a sports minister who has been a top-class and Sports Education, all under one umbrella, with
athlete himself and understands the system like any an equivocal ‘RURBAN’ (rural and urban talent)
other athlete, Col. Rajyavardhan Singh Rathore. multiplier.
“There is only one VIP, and that is a A look into the annual budgetary allocations, over the
sportsperson.” last 3 years reflect the growing cognisance of the
Government of India towards supporting, nurturing
~Hon’ble Minister of Sports, and eventually actualising the real potential of sports
Col. Rajyavardhan Singh Rathore and its influence on a large consumer base in India.
Business of Sports – Rumble Under Our Feet | 3SPORTS BUDGET ALLOCATION BETWEEN 2016 – 2018 (In INR Cr)
Sports Budget 2016 Difference 2017 Difference 2018 Difference
(2015-16) (2016-17) (2017-18)
Ministry of Sports 1592 + 50.87 1943 + 351 2196 + 258
Sports Authority of India 381.30 + 11.91 481 + 99.7 429 - 52
Scheme for Benefit for North 144.98 +6 148 + 3.02 173 + 25
East – through sports
Financial Assistance to 314.50 + 129.5 302 -12.5 342 + 40
Sporting Institutions
(Federations / Associations)
Khelo India 140 + 210 350 + 210 520 + 170
A couple of trends emerge from a quick look at the competition structure and sports economy.
annual sports budget allocation over the past 4 years.
We can see that the Ministry of Sports has quite The sports governance structure in India is well-
literally taken the bull by the horn with increased defined. Broadly, it comprises of the Government
budgetary allocation to ‘Khelo India’ program and and autonomous bodies established in compliance
similar initiatives, while keeping a firm grip on with the Olympic charter.
fund disbursement with respect to allocations that
entail second-party administration and ground MYAS under the Government of India, is responsible
management. for administering the Department of Sports. The
Sports Authority of India (SAI) is the field arm of
It is clear that ‘Khelo India’ has been a much sought MYAS in the promotion of sports in India through
after project of the Sports Ministry and executed with the implementation of various schemes such as
equal vigour. The programme has been introduced to the National Sports Talent Contest Scheme (NSTC),
build the ecosystem ground up through engagaments SAI Training Centres Scheme (STC) and Centres of
at schools and grass-root level by building a strong Excellence (COX) scheme.
framework for all sports played in our country. There
are 12 identified areas defined under the scheme, The strategy towards excellence and success
which will impact the entire sports ecosystem, therefore is in the close collaborative approach
including sports infrastructure, talent identification, of the MYAS with SAI and the respective sports
coaching for excellence, community sports, Federations of India.
4 | Business of Sports – Rumble Under Our FeetMINISTRY OF YOUTH AFFAIRS AND SPORTS (MYAS)
Total Budget: INR 2196.35 Cr | Sports budget: INR 1,425.50 Cr
SNAPSHOT OF BUDGETARY BREAKUP
Sports Authority of India (SAI) Khelo India (KI) Key Schemes
• Budget: INR 429.56 Cr • Budget: INR 520.9 Cr i) Assistance to Promotion of
Sports Excellence received
• Main cost heads under SAI: • Constitutes 23.67% of the
INR 347 Cr
total budget
i) Stadium infrastructure – ii) National Service Scheme has
• KI is a subset of National
includes buildings and received an allocation of
Program for Development
sports equipment INR 160 Cr
of Sports which has been
allocated INR 1262.79 Cr iii) Nehru Yuva Kendra Sangathan
ii) Player / Coach fee and
training support staff has received INR 255 Cr
• #FitIndia movement
being pushed by the GoI, iv) Benefit of North Eastern Area
iii) Hosting training camps and including PMO Scheme: fund allocation at INR
development 173.16 Cr
• Multiple programs
• SAI owns and runs 5 key under KI: Talent search v) National Youth Corps granted
stadiums in India – some and Development, INR 80 Cr
have reached break-even and Playfield Development,
generating revenue vi) Incentives to sportspersons
Utilisation and Creation
budgeted at INR 23 Cr
• Names of stadia: Dr. Karni / Up-gradation of Sports
Singh Shooting Range, Dr. Infrastructure, vii) HRD in Sports allocated
SPM Swimming Pool Complex, INR 5 Cr
Jawahar Lal Nehru Stadium, viii) National Sports Development
Indira Gandhi Stadium Complex budget of INR 2 Cr – NSDF
& Major Dhyan Chand National promotes The Olympics Podium
Stadium Scheme which also raises its
funds from CSR
Having said that, budget allocations and funds in important reason to look at this critical bridge
sports development are still at a very small fraction between sports and other sectors and build ‘policy
as compared to what is needed to make a meaningful driven mechanisms’ to cross leverage for a more
impact. Sports infrastructure in states, federations holistic development of all related sectors.
(at a central level), manufacturing facilities, to name
a few, are all seeking greater fund allocation for Some of the above stated transformative inclusions
taking the agenda forward. have however given reasons of joy to India with a
calendar of successful performances coming in at
With the fastest growing economy and mega the international level, a definite change from an
infrastructure development across various core abysmal 2 medal show at the last Summer Olympics
sectors, it is only obvious that there could be in 2016.
constraints on funds for sports. This is another
Medal performances in 2018
Tournament Medals (Gold - Silver - Bronze) Rank
Common Wealth Games 66 (26 - 20 - 20) 3
ASIAN GAMES 69 (15 - 24 - 30) 8
Youth Olympics 13 (3 - 9 - 1) 13
Business of Sports – Rumble Under Our Feet | 5After an astounding performance at the Common “Every life, every being is a source of
Wealth Games 2018 with a combined 66 medals, and
its third best showing in the history of the Games,
inspiration. Every young sportsperson’s
India returned home with a best ever rank 8 finish passion and dedication is the hallmark
with the Asian Games 2018. India equaled 15-gold of New India.”
tally of the inaugural games and an unprecedented
24 silver medals, a sign of India’s growing bench ~ Hon’ble Prime Minister of India
strength. Shri Narendra Modi
In pursuit of excellence, India never had it so good
in the continental showpiece that is considered only
and training apparatus and the complimenting
second to the Olympic Games.
infrastructure being employed in the country.
There were three welcome subtexts in India’s Twenty-two-year-old Amit Pangal’s win over Olympic
performance in Jakarta. The biggest success is the champion Hasanboy Dusmatov (Uzbekistan) in the
triumph of youth. Of the 572-member contingent light fly weight category (49 kg) in the Asian Games
at least 200 were aged 23 years or less. Half the is a vindication of the developing sports culture and
number of medals won by India was by youngsters, emergence of sports infrastructure. He comes from
several of them relatively unknown. And in many a family of small-time farmers who took up boxing
ways, the second most defining information is that in Mayna village in Rohtak because local coach Anil
the majority of talent does not come from tier 1 cities. Dhankar had set up a boxing academy there.
The third, and a welcoming fact, was the emergence
of a strong talent pool of women athletes. For a country that is frequently dismissed as the most
underperforming sports nation with a population of
And to top the sign of a talent uprising followed 1.2 billion people (Census 2011) with limited access
India’s best ever show at the Youth Olympic Games to sports facilities (hardly reaching 8-9% of the
in Buenos Aires, Argentina, with 13 medals from 8 population, and that too predominantly in the urban
(out of 13) disciplines. In 2010, eight medals came in areas) for its talent pool, our recent showings at
5 sports; and two in 2014 from as many sports. These the CWG, Asian Games and the Youth Olympics is
are promising signs of not just an increased talent a propitious sign of a building bench strength and
pool, but the diversity of medal winning disciplines a well-oiled system producing an unprecedented
showcase India’s inclusive and far reaching scouting supply chain.
Sports medals are an outcome of the health parameters of the sports business ecosystem. The global
sports industry - at 1% of global GDP - includes sports infrastructure, sports events, sports hospitality,
talent and training, manufacturing and retail of sports goods, education, ITES and the innumerable affiliate
industries that accrue profits in association. To add more and relevant perspective, lets look into the minds
of key stakeholders from India’s sporting fraternity and their views on Policy towards transforming and
capitalizing India’s sports sector.
6 | Business of Sports – Rumble Under Our FeetPolicy
The Big Bet: Skilling India’s Youth
Dividend
Tahsin Zahid
COO
Sports, Physical Education, Fitness and Leisure Skills Council
(SPEFL-SC)
S “The classification would enable the
ports always brings a sense of national
pride that is incomparable to any other form
of entertainment. Business of Sports has intra and inter industry provision of
changed faces very rapidly in the recent past. The support and incentives for the domain.”
introduction of entertainment and role of corporates
has been increasing and evolving. Over the years,
sport has evolved as a noticeable sector for all include but not be limited to
economies, presenting myriad career as well as • Infrastructure construction growth
business opportunities. The scope of this sector
varies globally. It includes several segments: • The boosting of manufacture of sporting goods
sports infrastructure, sports events, training, goods • More organized and systematic distribution of
manufacturing and retail. licensed products
Moreover, the business of sports is not just limited • Professional organization of live sports events
to the mentioned avenues; it has far-reaching of any physical human activity that requires
implications on the global economy due to its close exertion and which by its very nature is
association with other sectors, including education, competitive.
real estate and tourism. Further, sports contribute
significantly towards improving the overall health The Sports Physical Education, Leisure, Fitness Skill
and well-being of a country Council (SPEFL-SC) is a unique initiative to play a
proactive role and bridge the gap by creating a vibrant
Historically in the global context, Sports is an industry eco-system for quality training and skill development
that has rapidly grown and evolved, positively for the Sports sector.
impacting the overall GDP growth in numerous
countries. There are enormous opportunities for SPEFL-SC is a Not-for-Profit Organization, registered
further industry participation. However, there are under the Societies Registration Act, 1860. The
challenges in attracting investment into sport. Council has been promoted by Federation of Indian
To ensure positive participation by India’s private Chambers of Commerce and Industry (FICCI) and
sector beyond mere Corporate Social Responsibility National Skill Development Corporation (NSDC). The
(CSR) related investments, the time is ripe for supporting organizations include leading industry
sports in India to be recognized as an industry. This and industry associations representing both public
would in turn assist in transparency, sophistication, and private sector.
professionalism, accountability, regulation, and
growth. Purpose and Mandate
By giving sport industry status, there would be SPEFL-SC is mandated to impact 2.1 million people
numerous benefits that other industries and the over ten years. The purpose of establishing SPEFL-
government would receive. The classification would SC is to ensure that the Sports Industry can grow
enable the intra and inter industry provision of with skilled manpower, increase productivity and
support and incentives for the domain. This would profitability which will certainly bring paradigm
Business of Sports – Rumble Under Our Feet | 7Policy
shift in Sports landscape of India. Vocationalization • Sports Grassroots
of Sports, Physical Education, Fitness and Leisure
• Sports Facilities
is the way forward for activating attitudinal change
towards sports and help India get its due recognition • Sports Broadcasting and Media
in sports sector.
• Sports Event Management
SPEFL-SC is expected to create a dynamic LMIS
to keep track of the market skill gaps, frame
Mandate of SPEFL-SC
Occupational Standards, facilitate development of • Identification of skill development needs
practical and high-quality training content, ensure including preparing a catalogue of types of
adequate availability of faculty through Train the skills, range and depth of skills to facilitate
Trainer initiatives, build accreditation and certification individuals to choose from them
mechanisms and encourage capacity building
• Development of a sector skill development
through private sector participation. Sports sector
plan and maintain skill inventory
considered as a strategic sector and development
of domestic capabilities is essential from a national • Determining skills / competency standards
pride and overall development perspective. Sports and qualifications
sector has multiplier effect and has bearing on the • Standardization of affiliation and accreditation
growth of other industries. process
According to KPMG analysis 2016 The global • Participation in affiliation, accreditation,
sports industry, at 1% of global GDP, is estimated examination and certification
to be worth around USD 600–700 billion. This • Plan and execute Training of Trainers and
includes sports infrastructure, sports events, sports Assessors.
hospitality, training, and manufacturing and retail
of sports goods. While sports in India has usually • Promotion of academies of excellence
been a government-led initiative, the private sector • Set up an effect LMIS and assist in planning
has historically participated through corporate social and delivery of training
responsibility channels, PPP in sports infrastructure
development and for profit sports academies. Now, • Benchmark Indian Sports and Physical Fitness
sports leagues have emerged as a primary vehicle education with international standards
for the private sector.
While on quantitative front, different sub-sectors and
The Indian sports sector is experiencing a sea of companies would have different requirements; on
changes with all-round developments initiated by the qualitative front, the key expectations from a job role
government, the private sector as well as non- profit across sectors remain similar.
organisations. The government is introducing game-
changing schemes such as ‘Khelo India’ to address SPEFL-SC has already identified 17 Job roles as of
issues regarding infrastructure, talent scouting and now to start work on including:
training facilitation. Private sector and non-profit
entities are also increasingly contributing to the • Sports Masseur / Sports Massage Therapist
sector by organising leagues and tournaments, • Ayurvedic Sports Massage
funding talented sportspersons and getting involved
in grassroots development • Groundskeeper / Sports Turf Maintenance
• Self-DéfenseTrainer
Skills development in sports is required across
following sub-sectors to begin with: • Sports Coach
• Sports Science and Technology • Fitness Trainer / Gym Trainer
• Sports Management • Physical Activity Trainer at school level
• Sports Coaching • Pool Operator / Cleaner
• Sports Medicine • Sports Nutritionist
• Sports Manufacturing and Retailing • 10m Air Pistol Shooting Instructor
• Sports Development • Lifeguard Pool & Beach
8 | Business of Sports – Rumble Under Our FeetPolicy
• High Altitude Porter Mountaineering By giving sport industry status, there would be
numerous benefits that other industries and the
• Kayak and Canoe Guide
government would receive. The classification would
• Porter Mountaineering enable the intra and inter industry provision of
support and incentives for the domain. This would
• Rafting Guide
include but not be limited to
• Camp Manager
• Infrastructure construction growth
• Caddy Golf
• The boosting of manufacture of sporting goods
Conclusion
• More organized and systematic distribution of
India has a long journey ahead on its path to develop licensed products
a strong sports culture. However, the ongoing
developments indicate a promising future. A rising • Professional organization of live sports events
number of sports start-ups, significant growth in of any physical human activity that requires
gym memberships and the increasing number of exertion and which by its very nature is
marathoners in the country, indicate a clear trend competitive.
of growing consciousness about health and fitness
amongst the Indian youth. The Sports Physical Education, Leisure, Fitness Skill
Council (SPEFL-SC) is a unique initiative to play a
With increasing demand for sports infrastructure proactive role and bridge the gap by creating a vibrant
management, the requirement of skilled workforce eco-system for quality training and skill development
cannot be negated. Sports always brings a sense of for the Sports sector.
national pride that is incomparable to any other form
of entertainment. Business of Sports has changed SPEFL-SC is a Not-for-Profit Organization, registered
faces very rapidly in the recent past. The introduction under the Societies Registration Act, 1860. The
of entertainment and role of corporates has been Council has been promoted by Federation of Indian
increasing and evolving. Over the years, sport has Chambers of Commerce and Industry (FICCI) and
evolved as a noticeable sector for all economies, National Skill Development Corporation (NSDC). The
presenting myriad career as well as business supporting organizations include leading industry
opportunities. The scope of this sector varies globally. and industry associations representing both public
It includes several segments: sports infrastructure, and private sector.
sports events, training, goods manufacturing and
retail.
Purpose and Mandate
SPEFL-SC is mandated to impact 2.1 million people
Moreover, the business of sports is not just limited
over ten years. The purpose of establishing SPEFL-
to the mentioned avenues; it has far-reaching
SC is to ensure that the Sports Industry can grow
implications on the global economy due to its close
with skilled manpower, increase productivity and
association with other sectors, including education,
profitability which will certainly bring paradigm
real estate and tourism. Further, sports contribute
shift in Sports landscape of India. Vocationalization
significantly towards improving the overall health
of Sports, Physical Education, Fitness and Leisure
and well-being of a country
is the way forward for activating attitudinal change
Historically in the global context, Sports is an industry towards sports and help India get its due recognition
that has rapidly grown and evolved, positively in sports sector.
impacting the overall GDP growth in numerous
SPEFL-SC is expected to create a dynamic LMIS
countries. There are enormous opportunities for
to keep track of the market skill gaps, frame
further industry participation. However, there are
Occupational Standards, facilitate development of
challenges in attracting investment into sport.
practical and high-quality training content, ensure
To ensure positive participation by India’s private
adequate availability of faculty through Train the
sector beyond mere Corporate Social Responsibility
Trainer initiatives, build accreditation and certification
(CSR) related investments, the time is ripe for
mechanisms and encourage capacity building
sports in India to be recognized as an industry. This
through private sector participation. Sports sector
would in turn assist in transparency, sophistication,
considered as a strategic sector and development
professionalism, accountability, regulation, and
of domestic capabilities is essential from a national
growth.
pride and overall development perspective. Sports
Business of Sports – Rumble Under Our Feet | 9Policy
sector has multiplier effect and has bearing on the • Participation in affiliation, accreditation,
growth of other industries. examination and certification
• Plan and execute Training of Trainers and
According to KPMG analysis 2016 The global Assessors.
sports industry, at 1% of global GDP, is estimated
• Promotion of academies of excellence
to be worth around USD 600–700 billion. This
includes sports infrastructure, sports events, sports • Set up an effect LMIS and assist in planning
hospitality, training, and manufacturing and retail and delivery of training
of sports goods. While sports in India has usually • Benchmark Indian Sports and Physical Fitness
been a government-led initiative, the private sector education with international standards
has historically participated through corporate social
responsibility channels, PPP in sports infrastructure While on quantitative front, different sub-sectors and
development and for profit sports academies. Now, companies would have different requirements; on
sports leagues have emerged as a primary vehicle qualitative front, the key expectations from a job role
for the private sector. across sectors remain similar.
The Indian sports sector is experiencing a sea of SPEFL-SC has already identified 17 Job roles as of
changes with all-round developments initiated by the now to start work on including:
government, the private sector as well as non- profit
• Sports Masseur / Sports Massage Therapist
organisations. The government is introducing game-
changing schemes such as ‘Khelo India’ to address • Ayurvedic Sports Massage
issues regarding infrastructure, talent scouting and
• Groundskeeper / Sports Turf Maintenance
training facilitation. Private sector and non-profit
entities are also increasingly contributing to the • Self-DéfenseTrainer
sector by organising leagues and tournaments,
• Sports Coach
funding talented sportspersons and getting involved
in grassroots development • Fitness Trainer / Gym Trainer
• Physical Activity Trainer at school level
Skills development in sports is required across
following sub-sectors to begin with: • Pool Operator / Cleaner
• Sports Science and Technology • Sports Nutritionist
• Sports Management • 10m Air Pistol Shooting Instructor
• Sports Coaching • Lifeguard Pool & Beach
• Sports Medicine
• High Altitude Porter Mountaineering
• Sports Manufacturing and Retailing
• Kayak and Canoe Guide
• Sports Development
• Porter Mountaineering
• Sports Grassroots
• Rafting Guide
• Sports Facilities
• Sports Broadcasting and Media • Camp Manager
• Sports Event Management • Caddy Golf
Mandate of SPEFL-SC Conclusion
• Identification of skill development needs India has a long journey ahead on its path to develop
including preparing a catalogue of types of a strong sports culture. However, the ongoing
skills, range and depth of skills to facilitate developments indicate a promising future. A rising
individuals to choose from them number of sports start-ups, significant growth in
• Development of a sector skill development gym memberships and the increasing number of
plan and maintain skill inventory marathoners in the country, indicate a clear trend
of growing consciousness about health and fitness
• Determining skills / competency standards amongst the Indian youth.
and qualifications
• Standardization of affiliation and accreditation With increasing demand for sports infrastructure
process management, the requirement of skilled workforce
cannot be negated.
10 | Business of Sports – Rumble Under Our FeetPolicy
Unifying India’s Diverse
Demographic Dividend: Broadbase
to Broad-Gauge talent outreach
Siddhartha Upadhyay
Founder and General Secretary, STAIRS
Member of the SAI Advisory Committee and Co-chair, FICCI
Sports the panacea! “My experience of using sports
W
hen a nation decides, there’s a political will; as an instrument of social change
things begin to change. Things change so has reinforced my faith that it’s the
fast that within a few years the old order is
changed forever. most important tool to achieve social
development goals set by the United
In this world capable of changing fast, human capital
is the key. India, an ancient country of young people, Nations.”
more than half of the 1.25 billion people are below the
age of 25 and more than two-thirds below the age of
35--is on the verge of human capital revolution. There’s a need for a concerted and decisive action
at the grassroots, as sport can be used as a
India’s population is nearly twice that of Europe. multipronged strategy to deal with a host of pressing
Every fifth man on the planet is Indian. India must issues like health, education, gender parity and
harness its substantial demographic potential via empowerment of weaker sections of the society.
sports. Think of it; sports is integral to a good and Our endeavour is a validation that many Sustainable
healthy childhood. Moreover, sports is the best way Development Goals (SDG) of the United Nations
to engage immense energy embodied by children can be met by encouraging sports. Sports ensures
and youth constructively and hone their talent, in healthy lives, promotes societal well being, quality
the process, prepare them to be a better citizen. education and gender equality.
A sporting society is a healthy society, even the
communists would agree. The emphasis, therefore, STAIRS has shown that engaging with youth and
should be on interventions at the grassroots if India’s children in India’s hinterland and urban slums via
huge demographic potential has to be harnessed. sports is a training ground for a whole generation, a
medium of social change where skill, agility, ability,
That’s precisely what we at Society forTransformation, the strength of mind and body, grit and determination
Inclusion and Recognition through Sports (STAIRS) decide who the winner is. Considerations of caste,
do. For the last nineteen years, at the grassroots in creed, race and gender have no role to play.
more than five provinces of India, we run successful
programmes specially designed for the deprived Sports also bridges the divide between the rich
sections of the society with particular emphasis countries with poor, urban with the rural way of life,
on girls and differently-abled. We have developed reduces inequality within and among nations, make
interventions for people with drug abuse history and cities and human settlements inclusive, safe, resilient
used sports as an effective tool to reintegrate them and sustainable, and in the process, promotes
with the mainstream. My experience of using sports peaceful and inclusive societies for sustainable
as an instrument of social change has reinforced development. Sports also provides access to justice
my faith that it’s the most important tool to achieve for all and build effective, accountable and inclusive
social development goals set by the United Nations. institutions at all levels. Our efforts have made a
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