CII
Suggests Infrastructure, Priority Status to Sports
The proposed
National Sports Development Bill 2013, is aimed at transforming the sports eco
- system in the country by enlisting the support from various stakeholders. The
government has already initiated interface with the International Olympics
Committee (IOC) and Indian Olympic Association (IOA) in this regard to bring
them on board and to take their inputs while formulating the bill.
This was
stated by Mr Ajit M Sharan, Secretary, Ministry of Youth Affairs & Sports,
Government of India, while addressing the CII National Conference on Business
of Sports, held in New Delhi today. Importantly, the function also felicitated
sports persons from various disciplines.
Responding to
a suggestion from CII raised by Mr Deepak Jacob, Co-chair, SCORECARD 2014 and
President and General Counsel, Star India Pvt Ltd that infrastructure status
should be given to sports, Mr Sharan said that there should a larger role for
private sector engagement in the sports development in the country. There
is need for channelizing more funds for creating sports infrastructure,
training of potential sportspersons and in engaging world class coaches.
In this regard, he said that the Sports Ministry will put up in the website the
of profiles of sports events and sportspersons that can be funded directly by
the private sector under the National Sports Development Fund Scheme. The
Secretary said that sports management companies and consulting companies are increasingly
being engaged on a continuous basis for promotional activities. Their role will
increase in the coming days.
Welcoming
the recommendation made by Mr Deepak Jacob to form a Joint Task Force between
Government, Industry and sportspersons of sports bodies, Mr Sharan observed
that the Government would be consulting the private sector and take their help
in bringing in new momentum in the sports eco system in the country on a
sustained basis. At the same time, he said that National Sports Federation
have a greater role in sports promotion. He wanted CII to actively
engage them in its strategy to get involved in the sports availing their
expertise, funding and infrastructure at their command.
Referring to
the underutilization of stadia built during major sports event, the Secretary
observed that all over the world, despite the best legacy planning, stadia
cannot be used 365 days a year. He wanted corporates to use the excellent
facilities available with the stadia for their meetings. Also, the government
is working out various schemes for encouraging peoples’ connect for these
stadia by creating facilities for jogging, walking, cyclingetc. alongside these
places. He said that in the next couple of months there would be marked
improvements in the usage of these facilities.
Mr Sharan
mentioned about setting up of the National Institute of Sports Medicine for
which a blueprint has already been prepared. This body will provide the
scientific support to sportsmen to improve their performance.
Mr Atul
Singh, Chairman, National Committee on Sports and Group President –Asia, The
Coca Cola Company, in his address, suggested that the corporates
should be more patient and draw up long term strategies in their engagement
with the sports sector. “Sports have a strong business appeal and at the
same time one should not look at the return on investment in the short and
medium term. It takes longer duration of engagement to get the desired
results”, he added.
Mentioning
that the sports development involves active engagement of all stakeholders such
as sportsmen, sports fans, the Government, corporate sector and the civil
society, Mr Atul Singh observed that there would be rich societal
dividends from sports development. “Sports is a teacher, leveller and can
create great leaders,” he added.
Mr Deepak
suggested that the corporate sector should go beyond sponsorship and corporates
social responsibility (CSR) in the case of sports development. Media, he
said, has an important role in sports development by creating local heroes and
triggering local passions. IPL, he said, despite the controversies, which
it has created, has helped in popularizing the game and building the connect
with the people. More such niche games should be identified for focussed
development.
Speaking at
the session, Mr Jaideep Ghosh, Partner, Management Consulting, KPMG in India
said, “It is critical to build a dynamic sporting culture through collaboration
between Government and the corporate sector. Inadequate public resources
for sports and less prominence of non-cricket sports impede our performance in
the global sporting arena”.