Do Indian businesses really support sport?

I’m a big fan of all things related to sports, so it comes as no surprise when I say that the UK India Business Council put together a fantastic line-up of sports personalities at their gala dinner last week, which took place at the Royal Courts of Justice and should be congratulated. In attendance were Dame Kelly Holmes, Monty Panesar, Kapil Dev, and the guy who brought the IPL to the world – Lalit Modi.

Earlier in the day, I’d had the privilege to attend the baton relay that had been organised by Buckingham Palace to mark the start of the journey for the Commonwealth Baton, which will end up in Delhi next year. So, with athletics and sport running through my head that day, the cynic in me wondered whether Indian business actually supports sport – beyond Cricket.

We know of examples like Lakshmi Mittal supporting tennis stars, Vijay Mallya, TCS and ICICI being involved in Formula 1, but does support for athletics and other lesser publicised sports really run through the veins of India’s business leaders? In the UK, we have clear examples of corporate money from Aviva supporting athletics, is there an equivalent in India? Will the Commonwealth Games change this?

It was Dame Kelly who made the point most eloquently to me when she said that the benefits of supporting kids from the grassroots are huge. Without this investment, as a society we’re poorer for the simple reason that sports personalities have long been considered the best role models for future generations to emulate.

It’d be great to learn as to whether Indian businesses are opening up to supporting grass-roots sports. If you have a view, let me know.

  • Abhishek Merve

    I loved playing hockey while I was in school and wanted to play hockey all my life. We had just one professional hockey field for a city like Bangalore. Sports have become very competitive and unfortunately most Indian sports lack basic amenities.
    It’s really great to see big corporate companies come out to sponsor some sports, but sadly only done to gain on PR rather than a corporate social responsibility, on the contrary whatever is good for sports.
    I feel sports sponsorship is huge market in India. For companies to start supporting from the grass-roots as you say, the marketeers have start influencing companies in believing in grass-root sports.