Sports: India
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Revision as of 22:02, 6 July 2015
This is a collection of articles archived for the excellence of their content. |
Contents |
Indian sportsmen in foreign clubs
Sponsorship by corporates
The Times of India, Oct 17, 2011
‘Today, sport is much more than just entertainment or physical exercise’
The Sahara India Pariwar’s foray into the fast and furious world of Formula One – with its purchase of 42.5 % stake in F1 team Force India for a sum of Rs 500 crore — is yet another reminder of the company’s growing presence in the world of sport.
The Sahara Group has emerged as the biggest sponsor and promoter of sport in India. The shirts of the Indian cricket and hockey teams are synonymous with the company’s name. It also owns Pune Warriors, the IPL team which it bought at last year’s auction for Rs 1,800 crore. Add to that Rs 500 crore which the company spends for sponsoring the Indian cricket team and its financial presence cannot be ignored.
This is not all. Sahara is also spending in a big way in its bid to support Indian sportspersons training to win medals at the Olympic Games. It has adopted boxing, wrestling, archery, shooting, athletics and tennis and has under its umbrella 95 sportspersons preparing for the 2012 London Games, quite a few of them being medal prospects.
When the Indian hockey players revolted last year for not being suitably rewarded for their efforts, Sahara moved in with a cash award of Rs 2 lakh each for the players. The company was also instrumental in bringing the prestigious Laureus World Sports Academy Awards to India in 2002 and 2003.
This is not to say that others in the corporate world do not have a connect with sport. Hero, earlier Hero Honda, is one of the major investors. With a budget of Rs 100 crores, they have long-standing forays in golf, cricket and hockey, and like Sahara, also co-sponsored the 2010 Commonwealth Games.
It is a similar case with multinationals like Coca Cola and Pepsi or tyre giants MRF and JK. Coca Cola spends a couple of million dollars on talent-hunting programmes in cricket, while Pepsi does the same though figures are not available. Communication bigwigs Airtel and Nokia spend around Rs 50 crore each annually primarily on cricket, while MRF and JK mainly spend on supporting motorsports in the country.
The Tatas have been among the pioneering big spenders in Indian sport, with others taking the cue from them. They started off by employing several top sportspersons. Their flagship endeavours were the Tata Football Academy, an athletics stadium and the archery academy in Jamshedpur. Figures may not be available but of late their presence in Indian sport seems to have faded a bit.
The United Breweries (UB) Group is another active sports sponsor and promoter in the country, and would come close to Sahara in its spending but figures are not readily available in this case either.
Mention must be made of the Indian Tobacco Company (ITC), a busy cricket sponsor some years ago, which has been forced to pull out due to regulations on tobacco Their withdrawal brought Sawhich make them ineligible to pro- hara to the fore as Indian crickmote or sponsor sports.
Sahara's major buys/sponsorship
1,800 CRORE for IPL franchisee 'Pune Warrior India'
500 CRORES as Indian cricket team sponsorship till 2013
500 CRORE (approx) on the acquisition of Force India (now Sahara Force India)
TOTAL: 2,800 CRORE
Besides this, Sahara sponsors six other sports and 95 individual sportspersons
Other top sponsors in Indian sport
HERO MOTOCORP: One of the major investors in the sports arena whose annual budget is around Rs 100 crore. The company has exposure in cricket and IPL, golf and hockey.
COKE: The company is believed to be spending a couple of million dollars on U-16 cricket, football tournaments.
PEPSI: Runs a 'pacers' programme, a grassroot-level initiative to identify talent in the sphere of bowling. Selected bowlers are trained by experts. JK TYRE: They have spent Rs 100 crore on sports promotion, primarily motorsports, in the past 10 years.
AIRTEL: Rs 50 crore annually on sports
NOKIA: Rs 50 crore annually on sports
ITC: Used to be a big sponsor but is ineligible for any sports promotion now, because of ban on tobacco advertising.
