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‘Television has brought life back to many sports that were waning on account of declining viewership’
Sports in India today is no longer a leisure activity to be played or watched at one’s own convenience.
With an increase in exposure through television as well as new technologies like the internet and the mobility space, sports has become a full fledged industry in its own right. This trend is reflected in increasing number of corporate organisations who have realised that the target audience for their product/services are better reached through the medium of sports – the passion of a sports fan today is therefore being tapped in newer ways with every passing day.
So much so that even non-conventional businesses and companies with smaller pockets are increasingly looking at leveraging opportunities with sports as a medium to further their business goals.
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Though cricket still remains the No.1 sport in India, in recent times, there has been growing interest in non-cricket sports like hockey, soccer, tennis and golf, which has provided options for corporates to find out which sport resonates with their target audience. Looking at the sheer numbers, there has been a significant rise in sponsorships and advertising across all the sporting disciplines.
As the sports fan becomes more discerning, the consumption pattern of sport is also changing – today’s fan is not happy with whatever is on offer.
This has seen the growth of interactive broadcasting, quality opinions on air and innovative features which add more impact to the event coverage. This trend is healthy and I expect that in the years to come this will lead to a more specialist approach catering to the individual fan.
Another heartening fact is that national level tournaments in non-cricket sports are also gaining in stature with increased viewership, leading to more sponsors and advertisers. Events like the Premier Hockey League (PHL), which is now in its fourth edition, have made a mark not just as a quality national event but also garnered sufficient international interest through its high quality offering of entertaining, end-to-end hockey. I believe the years to come will be even more exciting.
Where does India stand in the global sports business, and where are we headed?
To my mind, while we have indeed come a long way, India is still a small player compared to countries like the USA, China and West European nations, in terms of global size. But the potential has been clearly recognised and with every passing day the outlook seems brighter.
To reach the next level, we need to get international sporting events and tournaments like Commonwealth Games and Men’s Hockey World Cup staged in India. This will not only boost viewership but also unlock the vast marketing potential to international sponsors.
This will help the business grow to the next level. Such events will also provide a further boost to market India as a tourist destination. I am confident about the future – and I think if we can groom the available talent in non-cricket disciplines and create a few home grown superstars in basketball, soccer, tennis and golf over the next few years, there is no reason for India not to catch up with the rest of the world.
Another factor that has impacted sports and sports media is the Indian economy. It has been booming over the past few years and its ripple effect is being felt in every industry, including sports. With more money flowing in and increased purchasing power leading to more spends, sports has also been cashing in a big way.
Over the last decade, television has especially influenced the growth of the business of sports. It ensures greater reach across the country, more eyeballs / viewership per match, and, thereby, larger sponsor interest. This has also helped create the base for a host of affiliated businesses to thrive as well sports marketing agencies, celebrity management firms, et al.
But, more than anything else, what seems most important to me is that television has brought life back to many sports that were waning on account of declining viewership. It has helped provide a stage for the enormous talent that exists in this country of more than a billion people – and hopefully this will help create many more Sania Mirzas and Vishwanathan Anands in the future.
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
