commercialization of sports

The old order changeth
yielding place to new
god fulfills himself in many ways
So shouldn't we too?

The only thing constant in the world today is Change. It was a change that created the Republic of India. They provide the blueprints for a society's development. Communism with its step child socialism was an idea which captivated the imagination of half the world. Capitalism and its brain child commercialization are, of course, the ideas which have driven the developed world. There's a great churning happening in India in almost every field that is transforming India, making an attempt to modernize it and trying to provide a decent living to all its citizens.
And I vehemently believe that commercialization of sports is the only way to go.
1. Commercialization of agriculture helped 35% farmers to rise above the poverty line and raised the production of agricultural produce to nearly double.
2. In the Industrial sector it helped in the growth of Indian economy, not only did production become manifold but it also solved the problem of unemployed educated youth.
3. Commercialization of banking, insurance and other infrastructural facilities brought our country at par with the new globalized world.
4. In the field of education it spread literacy and brought competent education at our doorsteps.
5. Thanks to our leaders who opened the doors to multinationals that we have updated our means of communication.
A simple question I place before you, if commercialization in all other fields helped us reap a jolly good harvest then why? I ask why sports should be bereft of this opportunity.
Commercialization studies the production and consumption of goods and services. It requires an entrepreneur who will selflessly work towards achieving success. It will harness all available and potential resources for production. It will work on five principles a) supply and demand b) division of labour c) specialization d) competition e) efficiency. Here production is the conversion of inputs into outputs. Inputs are all available technology and outputs will be the gains which will be shared by all the factors of production. I look critically to these methods of commercialization as a solution to the financial problems faced by major sports in India.

Since its formative year's sports has a commercial component to its operation. Today 'kabaddi' 'kho-kho' are considered to be 'dead sports' in India, even our national game 'Hockey' which earned us our first Gold and the other seven gold in the Olympics, have all died a natural uneventful death because of lack of funds. Who in the right mind would take up a profession in sports, if it did not pay, if it obscured the future? The Govt. of a developing country has other priorities, hence the dismal state of sports. No infrastructure underpaid coaches, depressing performances, no hype and hence it recedes to the gloom of insignificance. While Cricket and commercialization clubbed together has taken cricket to where it stands today.
Today everything has a price; Money is a commodity of exchange for the thing we desire, so if we want development in sports, better performance in the international tournaments, better infrastructure to facilitate sports then money or I must say commercialization is the answer to it.
But my worthy opponents would speak about the concept of pure sports and draw glorious examples of the legends from the times gone by but over the years the scenario has changed. In those times players and coaches were satisfied with an average lifestyle. The standard of living has moved up in leaps and bounds. Let's talk practical. It is a materialistic world and money is an influential factor "money makes the mare go." For any field to progress continuous flow of money is very important then may it be sports. Commercialization related to sports occurs primarily at two levels:
1. The first involves the commercialization of various sports goods and the other products using the charisma of the players.
2. The second is marketing of a sport to potential players. Initially we must deal with the marketing of sports to increase participation. Then an "exchange relation' takes place, the sports organization provides opportunity to an individual and he/she in turn provides loyalty to the organization by competing and performing to the best of their ability. Secondly commercialization involves various advertisements and the players becoming brand ambassadors of various companies, for the promotion of their products. The money generated allows the talented player to possess the best sports gear, the best practicing places and the best coaches. Everything of course is related to performance. Remember a Milkha Singh who ran barefoot! He had never seen a pair of spikes before. There are thousands unearthed talent, which can flower and bloom with a little help. If it can be done in cricket, then the same can be transferred to other sports.
People point fingers at commercialization as something that hampers the performance of players. This is untrue as the players are very well aware of the fact that they have been chosen as the brand ambassadors only because of their performance and that they have to maintain a dynamic balance between their on and off the field jobs for success.
After Bindra's exclusive win Shri L.N. Mittal a name in the corporate world remarked, India should promote sports for success with corporate support and individual excellence. If China could do it, if cricket has done it, why can't we do the same for other sports? Its time we were progressive and looked into the desired outcome. Let's remember if
One song can spark a moment
One flower can wake the dream
One tree can start a forest
One bird can herald springOne smile begins a friendship
One handclasp lifts a soul
One star can guide a ship at sea
One word can frame the goal
One vote can change a nation
One sunbeam lights a room
One candle wipes out darkness
One laugh will conquer gloom
One step must start each journey
One word must start each prayer
One hope will raise our spirits
One touch can show you care
Then One voice can speak with wisdom
and others can follow the way
commercialization can make the difference
In all sports today