India makes a start in building properties outside cricket

MUMBAI: Sporting properties beyond cricket are starting to gain recognition in India. Leagues like the Premier Soccer League (PLS) are coming up, an encouraging sign in terms of viewership of other sports. Even participatory sports like the Standard Chartered Mumbai Marathon and Cyclothon are attracting corporate money.

These were some points that came out at a session during Fusion 2012, organised by IMC. The topic under debate was whether sports viewership could go beyond just cricket.

Former hockey player Negi noted that hockey touched the sentiments of the people. If it went down, then it was the fault of the administrators. However, the World Series Hockey league is going to change things.

Procam International MD Anil Singh noted that a top down approach is needed for sports to grow. Sports management companies and sports persons should act as promoters after they identify a sport that they feel has scope. The sport has to be packaged well and taken to corporates.

Sport18 CEO Satish Menon PLS said it is important that sports economy be running parallel to the sport. He noted that golf while being niche, has a good following in terms of numbers.

The experts felt that the advent of new media would lead to narrowcasting, allowing different sports to reach its audience.