A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF

REQUIREMENT FOR THE DEGREE OF B.COM HONOURS IN ACCOUNTS &

FINANCE UNDER THE UNIVERSITY OF CALCUTTA

TITLE OF THE PROJECT

GROWTH OF COMMERCIALIZATION OF SPORTS IN INDIA

AREA OF THE STUDY

HOWRAH & KOLKATA

SUBMIETTED BY

NAME OF THE STUDENT: AKASH DUTTA

C.U. REGISTRATION NO: 224-1121-0611-14

C.U. ROLL NO : 1224-61-0025

COLLEGE DETAILS

COLLEGE ROLL NO : 31

SHIFT : EVENING

SUPERVISED BY

NAME OF THE SUPERVISOR : SANTANU MALLIK

COLLEGE : SETH ANANDRAM JAIPURIA COLLEGE

YEAR OF SUBMISSION: 2017

 ACKNOWLEDGEMENT
It is a matter of great pleasure to present this project on

“GROWTH OF COMMERCIALIZATION OF SPORTS IN INDIA”

I take this opportunity to thanks our respected Principal Dr. ASOK MUKHOPADHAYAY for
giving me an opportunity to work on this field.

I am eagerly greatfull to our Head of The Department PROF SANTANU MALLIK without whom
this project would not have been successful one.

I am very thankful to my Supervisor PROF SANTANU MALLIK for his full support in
completing this project work.

Finally, I am gratefully acknowledge the support of my family,friends and would also like to
thank members of different clubs which I had visited during my work who had given me full
support and co-operated with me to carry out these research work and help with me for the project
work by filling up the questionnaire.

Name of student
Annexure- I
Supervisor's Certificate
This is to certify that Mr. Akash Dutta, a student of B.Com. Honours inAccounting &
Finance of SETH ANANDRAM JAIPURIA COLLEGE under the University of Calcutta
has worked under my supervision and guidance for his Project Work and prepared a
Project Report with the title GROWTH OF COMMERCIALIZATION OF SPORTS IN
INDIA. The project report, which he is submitting, is his genuine and original work to the
best of my knowledge.

Place: Name:
Date: Signature:
Designation:
Name of the college: Seth Anandram Jaipuria College
Annexure- II

Student's Declaration

I hereby declare that the Project Work with the title GROWTH OF
COMMERCIALIZATION OF SPORTS IN INDIA submitted by me for the partial
fulfillment of the degree of B.Com. Honours in Accounting & Finance under the
University of Calcutta is my original work and has not been submitted earlier to any other
University for the fulfillment of the requirement for any course.

I also declare that no chapter of this manuscript in whole or in part has been incorporated
in this report from any earlier work done by others or by me. However, extracts of any
literature which has been used for this report has been duly acknowledged providing details
of such literature in the references.

Place: Salkia,Howrah Signature:

Date: Name: Akash Dutta
Address: 34,Dharmatala Road, Salkia, and Howrah-06
Registration No: 224-1121-0611-14
Roll No: 1224-61-0025
 CONTENTS
Page No.

Chapter 1: Introduction 1-4

1.1 Background of the study 1

1.2 Need 2

1.3 Brief review of Literature 2

1.4 Objectives 3

1.5 Methodology 3

1.6 Limitation of the Study 4

Chapter 2: Conceptual Framework 5-8

2.1 India at major International Sports Events 5

2.2 Sports Leagues in India 6

2.3 Youth Sports Leagues in India 8

2.4 Others 8

Chapter 3: Presentation of Data Analysis & Findings 9-35

Chapter 4: Conclusions & Recommendations 36-37

Bibliography 38
CHAPTER 1: INTRODUCTION

1.1 BACKGROUND OF THE STUDY

The commercialization of sports is that aspect of the sports enterprise that involves the sale, display or use
of sport or some aspect of sport so as to produce income. Some experts prefer the term
“COMMODIFICATION OF SPORT” as a label for the same process. Interest in the commercialization of
sport has existed for several decades, but only in recent years has the phenomenon has been taken
seriously on a larger scale. The first attention came from a small group of critical, mostly leftist writers,
who have now been joined by people from all political and social perspectives.

The commercialization of sport is not a cultural universal, but a product of unique technical, social and
economic circumstances. Sports in the colonial United States where usually unstructured, spontaneous
activities that the participants initiated, co-ordinated and managed. Only in the latter part of the 19th
century did organized sport cross the ocean from Great Britain and arrive in America. At that time,
urbanization forced a large number of people to live in new settings and to abandon traditional leisure
activities, which included drinking, carousing and gambling. The dominant class sought to replace them
with activities such as baseball, horse-racing and boxing.

1.1.1 SPORTS IN INDIA

India is home to a diverse population playing many different sports across the country. Cricket is the most
popular sports. Football is a popular sports in some of the Indian states. The country has won 8 Olympic
gold medals in field hockey, another popular game in India. Kabaddi, an indigenous sport is popular in
rural India. Several games originated in India including chess, snooker and other regional games. India has
won medals in Badminton, Kabaddi, Hockey and many other sports in disciplines. Cricket is most played
sport followed by Badminton and Football. Cricket is also the most popular sport in India, the other
popular sports being Badminton, Football, Hockey and Kabaddi. India also hosts several major events
associated with Badminton, Hockey etc.

India has hosted and co hosted several international sporting events, including the 1951 and 1982 ASIAN
GAMES, the 1987, 1996 and 2011 CRICKET WORLD CUP, the 2003 AFRO-ASIAN GAMES, the 2010
HOCKEY WORLD CUP and the 2010 COMMONWEALTH GAMES.

11
1.2 NEED

Since its formative years sport has had a commercial component to its operation. As early as 590 BC
Greek athletes were financially rewarded for an Olympic victory. However, in no previous time period
have we seen the type of growth in the commercialization of sport, that we have seen in the last two
decades. Today, sport is big business and big businesses are heavily involved in sport. Athletes in the
major spectator sports are marketable commodities, sports team are traded on the stock market,
sponsorship rights at major events can cost millions of dollars, network television stations pay large fees
to broadcast games and the merchandising and licensing of sporting goods is a major multi-national
business. These trends are not just restricted to professional athletes and events, many of them are equally
applicable to the so called amateur sports.

In some ways paralleling the increased commercialization of sport has been the emergence of academic
interest in business and management of sport. Much of the work in this area, including some of my own,
has been concerned directly or indirectly with issues of effectiveness and efficiency and has the implicit or
explicit aim of improving of organizations. From this perspective, sports goods and services are
commodities which, like other goods and services, are subject to market forces. The managers of sport
organizations are presented as purveyors of rationality and the management of a sport organization is
considered to be a socially valuable technical function that is carried out in the general interest of athletes,
employer, sponsors and spectators alike.

1.3 BRIEF REVIEW OF LITERATURE

Tripathi (1983) conducted the study in Historical Review of cricket in Delhi the concluded that,
the following conclusions are made after the completion of this study;

1.The establishment and rapid growth of cricket movement in Delhi can be attributed to the interest
taken by leading citizens, businessmen and Government officials including viceroys.

2. The affiliated clubs have adequate powers to influence the management of the association in the
promotional scheme for cricket.

Pal (1974) surveyed the problem “The origin and Development of Hockey in India”. In her study are
surveyed how hockey was started in Persia. The Persian played Polo and as this game was played on
horse back those people was could not afford horses smitated on their own feet. Then the Greeks
borrowed the idea from Persians and in turn, passed it on to Romans. It then traveled to Prance.

2
 Eventually it found its own way to Britain, after that hockey came to India The development of hockey
was assumed through various association which were affiliated to Indian Hockey Federation.

Barindir Kaur (1976),“Studied the problem of History and Development of Badminton”. She has
surveyed the History of badminton in different countries of the world and development of badminton in
India, in which she studied

1. Badminton stadia in India.

2. Historical development of rules of the game.

Bhatt (1982) conducted in his study of development of Physical Education and Sports in Kashmir
that through in salient features of the Ministry of Education and Social Welfare has provided the
policy in the country making physical education compulsory at school level but very few schools in
Kashmir are fully equipped to have such fields and rural areas are still lacking of open space facilities
like urban areas too.

Boweii traced the origin of cricket in India to the social occupation which cricket provided for the
English residents in Indian till the third decade of the 19th century. He has mentioned certain
historical land area, such as establishment of Delhi and District cricket Association in 1929,
founding of the cricket clubs of India in New Delhi in 1933-34. Besides, he offers to the various
tournament and establishment of records by individual cricketers.

1.4 OBJECTIVES

i) Enhancement of scope in Indian sports.

ii) Consideration of sports as profession in India.

iii) Positive impact of brand advertisement in Indian sports.

1.5 METHODOLOGY

The study is confined to Kolkata and Howrah suburbs. Questionnaires were prepared and distributed to 30
people. The study shows that the impact of commercialization of sports in India on them and how it also
has affected their chosen sport in which they involve. We take help of Internet and our college teachers

3
and also from the people who filled up the questionnaires.Column charts, pie charts and bar chartsare used
to show the data analysis.

1.6 LIMITATION OF THE STUDY

The limitation of my project is mentioned below;

i) It is very hard to find informative data to prepare this project in this small span of time.

ii) Most of the people were not interested to fill up the questionnaires.

iii) The printing cost and data cost are very high.

iv) Survey for respondents having no sports background may be perceptional.

1.7 CHAPTER PLANNING

1. Introduction
1.1 Background of the study

1.2 Need

1.3 Brief review of Literature

1.4 Objectives

1.5 Methodology

1.6 Limitation of the Study

2. Conceptual Framework
2.1 India at major International Sports Events

2.2 Sports Leagues in India

2.3 Youth Sports Leagues in India

2.4 Others

3. Presentation of Data Analysis & Findings

4. Conclusions & Recommendations

4
CHAPTER 2: CONCEPTUAL FRAMEWORK
India is home to a diverse population playing many different sports across the country. Cricket is the most
popular sport. Football is a popular sport in some of the Indian states. The country has won eight Olympic
gold medals in field hockey, the National game of India. Kabaddi, an indigenous sport is popular in rural
India. Several games originated in India including Chess, Snooker and other regional games. India has
won medals in Badminton, Kabaddi, Hockey and many other sports and disciplines. Cricket is the most
played sport followed by Badminton and Football. Cricket is also the most popular sport in India, the
other popular sports being Badminton, Football, Tennis, Hockey, and Kabaddi. India also hosts several
major events associated with Tennis, Badminton, and Hockey etc.

India has hosted and co-hosted several international sporting events, including the 1951 and 1982 Asian
Games, the 1987, 1996 and 2011 Cricket World Cup, the 2003 Afro-Asian Games, the 2010 Hockey
World Cup and the 2010 Commonwealth Games. The Indian Premier League (IPL) is a
premiertwenty20 cricket league held every year from 2008. The Indian Super League is a football league
tournament held since 2014. Major international sporting events annually held in India include
the Chennai Open in tennis, the Indian Masters in golf. From 2011 to 2013, India hosted the Indian Grand
Prix Formula 1 race at the Buddh International Circuit, Greater Noida. The National Games of India is a
national domestic sports event, which has been held in the country since 1924. It will host the 2017 FIFA
U-17 World Cup.

2.1 India at major international sports event

2.1.1 Olympics
India at the Olympics

A single athlete, Norman Pritchard, represented India in the 1900 Olympics, winning two silver medals.
India sent its first national team to the Olympics in 1920, and has participated in every Summer Olympic
Games ever since. India has also competed at several Winter Olympic Games since 1964.

India has won a total of 26 Olympic medals. India won its first gold medal in men's field hockey in
the 1928 Olympic Games. Abhinav Bindra became the first Indian to win an individual gold medal at the
Olympic Games, and India's first gold medal since 1980, when the men's field hockey team won the gold.

5
India has won very few Olympic medals, despite a population exceeding one billion, around half of them
under the age of 25. Numerous explanations have been offered for the dearth, including
poverty, malnutrition, widespread vegetarianism, neglected infrastructure, the lack of sponsorship, the
theft of money and equipment, political corruption, institutional disorganization, social immobility, the
predominance of cricket, and other cultural factors.

According to several informal statistics, India is the country with the lowest number of total Olympic
medals per capita (out of those countries which have won at least one medal).[14][15] In the Winter Olympic
Games, India has seen four consecutive representations–Nagano (Japan, 1998), Salt Lake City (Utah,
USA, 2002), Turin (Italy, 2006), and Vancouver (British Columbia, Canada, 2010). Shiva Keshavan,
Asian Champion in luge represented India in all four winter games.

2.1.2 Commonwealth Games

India at the Commonwealth Games

India has competed in fourteen of the eighteen previous Commonwealth Games; starting at the second
Games in 1934 hosted the games one time. India hosted the Games in 2010, at Delhi. India is the fourth
most successful country with a total of 436 medals including 156 gold medals.

2.1.3 Asian Games

India at the Asian Games

India hosted the Asian Games in 1951 and 1982 at New Delhi. India is the sixth most successful country
winning 602 medals including 139 gold. India has won the gold medal in Kabbadi ever since its inception.

2.2 Sports Leagues in India

National

Current
League Game Participation Seasons Teams
Sponsored
All India &
South Asia
Rugby Union Club Teams 6 10
Rugby
Tournament

6
 Current
League Game Participation Seasons Teams
Sponsored
Champions
Tennis Aircel Tennis Club Teams 2 6
League
Deodhar Cricket (List Zonal Teams 44 5
Trophy A)

Duleep Trophy Cricket (First Zonal Teams 56 5

Class)
Elite Football
League of American Club Teams 2 24
India Football

Golf Premier
Golf Club Teams 1 8
League
Hockey India
Hero Hockey Club Teams 4 6
League (HIL)
Indian
Premier Vivo Club Teams 9 8
League (IPL) Cricket (Twenty20)

Indian Super
Hero Football Club Teams 2 8
League (ISL)
Indian Volley
Volleyball Club Teams 1 6
League
I-League Hero Football Club Teams 9 11
I-League 2nd
Football Club Teams 10 10
Division
Premier
Badminton Badminton Club Teams 2 6
League (PBL)
Premier Futsal Futsal Club Teams 1 6

Pro Kabaddi
Star Sports Kabaddi Club Teams 4 8
League (PKL)
Pro Wrestling
Wrestling Club Teams 1 8
League

Ranji Trophy Pay TM Cricket (First State Teams 82 27

Class)
UBA Pro
Basketball Basketball Club Teams 2 8
League
Vijay Hazare Cricket (List State Teams 15 27
Trophy A)
Women's
Kabaddi Star Sports Kabaddi Club Teams 1 3
Challenge
World Series
Field Hockey Club Teams 1 8
Hockey (WSH)

7
International

Current Indian
League Game Participation Seasons Teams
Sponsored Teams

AFC Cup Club Teams 13 32 2

Football

International Premier Tennis

Coca Cola Club Teams 2 4 1
League (IPTL) Tennis

2.3 Youth Sports Leagues in India

 I-League U19 (association football)

2.4 Others

 Ring Ka King (Professional Wrestling)

 Super Fight League (Mixed Martial Arts)

8
CHAPTER 3: PRESENTATION OF DATA ANALYSIS &
FINDINGS

INDIAN PREMIER LEAGUE

IPL is a Twenty20 cricket tournament with number of franchise teams participate for the
trophy. However it was in very recently in 2008 but emerged as not only the most-watched
cricket league in the world and but also known for most commercially success sports
events. According to sources during the sixth IPL season (2013) its brand value was
estimated to be around US$3.03billion Live rights to the event are syndicated around the
globe.In 2010, the IPL became the first sporting event to be broadcast live on YouTube.
Similarly, during the seventh IPL season (2014) its brand value was estimated to be around
US$ 3.2 billion.The brand value of IPL was estimated to be US$4.5 billion in 2015
by American Appraisal, A Division of Duff & Phelps. According to BCCI, the 2015 IPL
season contributed11.5 billion (US$182 million) to theGDP of the Indian
economy.According to global valuation and corporate finance advisor Duff & Phelps, the
value of brand IPL has jumped to $4.16 billion after the 2016 edition, against $3.54 billion
in 2015. The 19% jump is despite the fact that the US dollar to Indian rupee currency has
depreciated by nearly 10%

9
 This much popularity of IPL
makes BCCI the richest cricket
board of the world.

10
 Major National National UEFA Indian
League Basketball Football Champions premier
Baseball Association League League League

11
 BALANCE SHEETS OF BCCI (Rs in crores) AS AT
Particulars 31st march 31stmarch 31stmarch, 31stmarch, 31stmarch, 31stmarch, 31stmarch
2010 2011 2012 2013 2014 2015 ,
2016
Sources of 2385.77 2530.89 3308.67 3621.94 4088.94 5,436.97 7847.07
Funds

Application 2385.77 2530.89 3308.67 3621.94 4088.94 5,436.97 7847.07

of Funds

Source: http://www.bcci.com

9000
8000
7000
6000
5000
4000
3000
2000
1000
0
31st 31st 31st 31st 31st 31st 31st
MARCH, 2010 MARCH, 2011 MARCH, 2012 MARCH, 2013 MARCH, 2014 MARCH, 2015 MARCH, 2016

Source of funds Application of funds

The above chart is showing difference between Balance Sheets of BCCI from 2009-10 to
2015-16

12
 PRO KABADDI LEAGUE

The Pro Kabaddi League (PKL) is a professional kabaddi league in India, based on the
format of the Indian Premier League. The first edition of the tournament started in July
2014 with eight franchises consisting of players from around theworld.

Broadcasting Rights:
Star Sports TV channel was named as the official broadcaster in May 2014with the online
rights going to Starsports.com

13
This image is clearly showing the conquering
Popularity of Pro Kabaddi League. In spite of
being the champion of Kabaddi world cup,
Indian fans prefers to watch PKL than
Kabaddiworld cup.

The above images showing the continuous growing popularity of Pro Kabaddi League.

14
 This image showing that after Cricket Indian people wants and loves to watch Pro
Kabaddi League.

This above image showing the reason why Kabaddi is most affordable sport in India
because the cost of playing Kabaddi is very less than other sports.

15
 BALANCE SHEETS OF AMATEUR KABADDI FEDERATION OF INDIA
(in Rs.) AS AT

Particulars 31st march 31st march 31st march 31st march 31st march 31st march
2010 2011 2012 2013 2014 2015
Sources of 3813342 4728984 5148951 4728984 3850806 6559978
Funds
Application 3813342 4728984 5148951 4728984 3850806 6559978
of Funds
Source: https://www.akfi.com

7000000

6000000

5000000

4000000

3000000

2000000

1000000

0
31st 31st 31st 31st 31st 31st
MARCH, 2010 MARCH, 2011 MARCH, 2012 MARCH, 2013 MARCH, 2014 MARCH, 2015

SOURCES OF FUNDS APPLICATION OF FUNDS

16
 INDIAN SUPER LEAGUE

Like most parts of the world, football is immensely popular in India. A study by TAM Media Research
revealed that the football audience in India increased by 67% between 2005 and 2009. Another survey by
Nielsen reinforced the findings of TAM Media Research by stating that 47% of India's 1.2 billion
population described them as football fans. A number of initiatives were taken by the major stakeholders
of Indian football during the last twenty years to enhance the popularity of football being played in the
country. The most comprehensive step was the introduction of the National Football League in 1996. The
league was transformed to I-League in 2007 with an objective of professionalizing the domestic set-up of
football in India. Similarly Indian Super League has also been launched in 2014. These initiatives at the
national levels are addition to various football business opportunities taken at states and academy levels.

17
The above image is showing that ISL is the third most popular professional league in
India just after IPL & PKL

The above pie chart showing that Indian football fanslove to watch International
football more than IndianFootball, it is a big drawback for Indian football

18
HERO INDIAN SUPER LEAGUE: Urban-Rural viewership (Reach in Millions)

URBAN RURAL
Uttar
Mahara
Pradesh
shtra
Tamilna Tamilna
du du

Kerala Assam

Maharas West
htra Bengal

West Kerala
Bengal

0 1 2 3 0 2 4 6
Viewership Viewership

The above chart is showing that ISL has reached up to the people more than events like FIFA
WORLD CUP, EPL, CFL, I-LEAGUE (in Day1 & in Week 1)

19
 The image is showing that ISL has more fans than I-LEAGUE

BALANCE SHEETS OF ALL INDIA FOOTBALL FEDERATION (in Rs)

AS AT

Particulars 31st March, 2011 31st March, 2012 31st March, 2013 31st March, 2014

Sources of Funds 102969978 98853809 66624118 67951968

Application of 102969978 98853809 66624118 67951968

Funds
Source:https://www.aiff.com

12000000
10000000
80000000
60000000
40000000
20000000
0
31st March 2011 31st March 2012 31st March 2013 31st March 2014

Sources of funds Application of Funds

20
 HOCKEY INDIA LEAGUE

Hockey India League (HIL) is a professional league for field hockey competition in India organized by
Hockey India. The tournament was originally contested in the first season among five franchisee-based
teams (originally planned as six) consisting of players from India and around the world. The event takes
place on home and away basis culminating into multi-header playoffs. The International Hockey
Federation (FIH) has sanctioned the event and also provides a 30-day window at the beginning of a year
so that all top players can participate. It is currently sponsored by COAL INDIA and is therefore officially
known as Coal India Hockey India League.

21
 BALANCE SHEETS OF HOCKEY INDIA (in Rs.) AS AT

Particulars 31st march 31st march, 31st march, 31st march, 31st march, 31st march,
2010 2011 2012 2013 2014 2015
Sources ofFunds 6026150 12513192 51246834 261863869 275942346 343574371

Application of Funds 6026150 12513192 51246834 261863869 275942346 343574371

Sources:https://www.hi.com

40000000

35000000

30000000

25000000

20000000

15000000

10000000

50000000

0
31ST 31st 31st 31st 31st 31st
MARCH, 2010 MARCH, 2011 MARCH, 2012 MARCH, 2013 MARCH, 2014 MARCH, 2015

SOURCES OF FUNDS APPLICATION OF FUNDS

22
 PREMIER BADMINTON LEAGUE

Broadcast Right:
STAR Sports India has bagged the Indian broadcasting rights for the fortnight-long
tournament and Fox Sports for Hong Kong.

Title Sponsor: Telecom major Vodafone India as the title sponsor of the USD onemillion
of the First edition of Indian Badminton League.

Sporty Solutions,which concluded the tournament with a loss ofRs 25 crores."The total
expenditure on the event was Rs 85 crore and they have been able togenerate about 65-
70% of that as revenues and the rest is loss,The revenuesinclude sponsorship fees from title
sponsors Vodafone, media rights - 25 crore,merchandise sales, gate collections and a fee of
Rs 3.5 crore each from the sixfranchises.

Source: Ashish Chadha, the owner of Sporty Solutions.

23
The above chart is showing how much popular the women Badminton single in India.
The Olympic final between P.V. SindhuVsCarolina Marine watched by more than 1 crore
people.

24
1. Are you aware of Commercialization of Sports?

a) Yes 18 a) Yes

b)No 1 3%
b)No
34%
c) very little idea 10
60% c) very little
d) No idea 1 3% idea
d) No idea

Interpretation: According to above analysis, it appears that majority of therespondents are

aware of commercialization of sports.

2. Which sports are required to be commercialized?

a) Cricket 17 a) Cricket
b) football 11
8% b) football
c) Hockey 4 18% 35%
d) Badminton 4 8% c) Hockey
e) Kabaddi 9 8%
23%
f) Others 4 d)
Badminton

Interpretation: From the above analysis, it appears that majority of respondents wants
cricket and football to be more commercialized and minority wants hockey, Badminton
and other sports to be commercialized that proves most of the Indians like cricket and
football more because cricket is “EAT, SLEEP, PLAY” for them and in case of Football, it
is their passion.

25
3. Role of ISL for promotion of football in India as well as outside
India-

a) Good 15
b) Bad 5
33% a) Good
c) No idea 10 50%
b) Bad
17% c) No idea

Interpretation: From the above analysis, it appears that majority of respondents think ISL
play a good role in promotion of Indian football in India and as well as outside India
because ISL made a good and competitive football environment in India with the mix of
popular international players and potential Indian talents.

4. Role of IPL for promotion of cricket in India as well as outside India-

a) Good 26
b) Bad 0 13%

c) No idea 4 0% a) Good
b) Bad
c) No idea
87%

Interpretation: According to the above analysis, it appears that majority of respondents

think IPL play a good role in promotion of Indian cricket in India and as well as outside
India because it provides opportunity to the youngsters and as well as to the overseas
players to be mixed with Indian cricket environment.

26
5. Role of HIL for promotion of hockey in India as well as outside
India-

a) Good 7
23%
a) Good
b) Bad 6 57% b) Bad
20%
c) No idea
c) No idea 17

Interpretation: From the above analysis, it appears that majority of the respondents have no idea

about HIL’s role for promotion of Indian hockey in India and as well as outside India and
minority thinks it performs a bad role.

6. Role of PBL for promotion of badminton in India as well as outside

India-

a) Good 7
23%
b) Bad 7 a) Good
54% b) Bad
c) No idea 16
23% c) No idea

Interpretation: According to the above analysis, it appears that majority of respondents have no

idea about PBL’s role in promotion of Indian badminton in India and as well as outside
India because they finds the point system of PBL is not so interesting and its tickets are too
costly.

27
7. Role of PKL for promotion of kabaddi in India as well as outside India-

a) Good 15
b) Bad 4
a) Good
37%
c) No idea 11 50% b) Bad
c) No idea
13%

Interpretation: According to the above analysis, it appears that majority of respondents think

PKL play a good role in promotion of Indian kabaddi in India and as well as outside India
because Indian players can show their talents in kabaddi to the world and make kabaddi
once again one of the most popular sports in India and also show the world why they are
undisputed unbeaten 5 times world cup champions.

8. Role of corporate house in commercialization of sports in India-

a) Very much 12
b) Little 12 20% a) Very much
40%
b) Little
c) No impact 6
40% c) No impact

Interpretation: From the above analysis, it appears that half of the respondent majority
thinks corporate house’s role is very much in commercialization of sports in India and half
of them thinks it play a little role and minority thinks it has no impact on
commercialization of sports in India.

28
9. Role of franchises for promotion of sports all over India-

a) In all sports 11
3% a) In all sports
b) In limited sports 18
37%
b) In limited
c) In no sports 1 sports
60%
c) In no sports

Interpretation: From the above analysis, it appears that majority of the respondents feel
franchise’s roles are restricted to limited sports.

10. Commercialization and its passive effects in all various sports-

a) Yes 13
b) No 5 a) Yes
40% 43%
b) No
c) No idea 12
c) No idea
17%

Interpretation: From the above analysis, it appears that majority of the respondents feel
commercialization has positive effect in all sports.

29
11. Govt. policy or grants regarding reviving of less important sports specially
related to Olympics-

a) Very much 8
27%
b) Indifferent 10 a) Very much
40%
b) Indifferent
c) Very little 12 c) Very little
33%

Interpretation: From the above analysis, it appears that majority of respondents think Govt.

policy or grants is very little regarding reviving of less important sports specially related to
Olympics.

12. In which time you would like to watch sports?

a) In leisure 11
a) In leisure
b) In stress 2
36%
b) In stress
c) Whenever you want 17 57%
7% c) When ever
you want

Interpretation: From the above analysis, majority of respondents would like to watch their

preferred sports whenever they want.

30
13. You play the sport in which you involve inspired by-

a) Any eminent player 17

a) Any eminent
b) Any family member 6 23% player
b) Any family
c) No one 7 57% member
20%
c) No one

Interpretation: From the above analysis, it appears that majority of the respondents play
their preferred sports inspired by eminent players from their respective fields.

14. For which reason you play the sport in which you involve?

a) For professionalism 5
b) For time pass 10 17% a) For professionalism
c) For exercise 15 b) For time pass
50% c) For exercise
33%

Interpretation: According to the above analysis, it appears that majority of the respondents
play their preferred sport for exercisebecause now-a-days, most of the Indians choose
sports to keep themselves fit.

31
15. TRP in telecasting and brand endorsement passive impact in
sports-

a) Very much 17
b) Standard 10 10%
a) Very much
c) Little 3 33% b) Standard
57%
c) Little

Interpretation: According to the above analysis, it appears that majority of the respondents
think TRP in telecasting and brand endorsement has very much impact in sports.

16. Role of political powers on commercialization of sports-

a) Yes 16
b) No 5
30% a) Yes
c) No idea 9
53% b) No
c) No idea
17%

Interpretation: According to the above analysis, it appears that majority of the respondents

feel political powers have passive impact on commercialization of sports in India because
without Govt. support Indian sports couldn’t become successful as now it is.

32
17. Impact of court's decision regarding commercialization of sports-

a) Very much 10
b) Standard 13 23%
34% a) Very much
c) Little 7 b) Standard
c) Little
43%

Interpretation: According to the above analysis, it appears that majority of the respondents
think court’s decision is standard in case of impact regarding commercialization of sports.

18. Impact of commercialization of sports in daily economy-

a) Very much 9
b) Standard 15
c) Little 6 20%
30% a) Very much
b) Standard
c) Little
50%

Interpretation: According to the above analysis, it appears that majority of the respondents
think commercialization of sports have standard impact in daily economy.

33
19. Is over commercialization killing the spirit of Indian sports?

a) Yes 15
b) No 7 27% a) Yes
c) No idea 8 50% b) No
c) No idea
23%

Interpretation: According to the above analysis, it appears that majority of the respondents
feel over commercialization is killing the spirit of Indian sports.

20. Are Indian players affected by commercialization of sports?

a) Yes 17
b) No 8
17%
c) No idea 5 a) Yes
b) No
27% 56%
c) No idea

Interpretation: According to the above analysis, it appears that majority of the respondents
think commercialization of sports affect Indian players.

34
21. How could you make an overall judgement about your preferred
sport?

a) Outstanding 10
b) Very good 9
33% a) Outstanding
37%
c) Good 11 b) Very good
c) Good
30%

Interpretation: According to the above analysis, it appears that majority of the respondents
think their preferred sport is “Good” because Indian sports except cricket is still
developing.

35
CHAPTER 4: CONCLUSION & RECOMMENDATIONS

CONCLUSION

From this very research, we come to these conclusions that Indians worship cricket. Our
research work proves that the respondents are more attracted to cricket than any other
Indian sports because any Indian who wants to play sport as professionally can earn
money, fame, and popularity through cricket more than any other sports. Though kabaddi
is the national sports of India and at ancient time Hockey was the most popular and
playable sport in India and our 8 Olympics golds in field hockey proves it, now-a-days,
these two sports have lost their heritage. With 1984 Los Angeles Olympic defeat in hockey
and at the same time with 1983 world cup triumph in cricket replaced the popularity from
hockey to cricket and it still remain that way. And for Kabaddi, it restricted to rural areas.
For badminton, it restricted to only rich people. But with the rising tournaments like PBL,
HIL, PKL in India brings popularity back to these sports.

Cricket in India specially IPL create a great opportunity to the Indian youngsters. Even
if someone plays some quality cricket in IPL they can also be selected in the national team.
And this goes same for Hockey with HIL, Kabaddi with PKL, Football with ISL and
Badminton with PBL. Under-19 players can be selected for national team if they
performed well in the under-19 world cup. This goes same for first class players.

Now Indian players can chose their respective sport as profession. Like Indian captain
Virat Kohli, Badminton sensation PV Sindhu, Hockey superstar Mandeep Singh are very
successful in their respective sport by choosing their respective sport as profession.

Instantly advertisement becomes complementary element in sports. Popular brands

choose the way of sports to promote their product and to make their product more popular.
Massive companies franchises sports teams like sunrise studios buys the current IPL
Champion Sunrisers Hyderabad and Goenka group buys the current ISL champion Atletico
De Kolkata. This proves the influencement of advertisement in sports.

36
RECOMMENDATIONS

Commercialization of sports in India aim at influencing the attraction of viewers and

players of India. As already mentioned in the introduction, Boards, Associations and
Govt. bodies are trying to find out new strategies to bring the attraction of the viewers and
players in Indian sports and they have already gotten success in their respective motives
thanks to the professional sports like IPL, ISL, PKL, HIL, PBL and many more. This study
was based on some specific objectives which have been mentioned earlier. Data was
gathered through questionnaires and inferences were drawn from them. Youth of India like
to watch sports more than anything. In a research, it’s proved that 75% of youths in India
watch sports through television channels. Celebrities featuring in sports are a recent and
interesting phenomenon. As pointed out by David Giles (2000) sports is one of the few
areas of public life that is truly ‘meritocratic’ and sports stars can prove that they are the
best. Majority respondents claim that they are aware about the fact that commercialization
blow the Indian sports to the upwards.

In the global era, everything is commercialized whether it be entertainment or sports,

professional sports like IPL, ISL, PKL, HIL, PBL plays a vital role to attract the youth who
are easily influenced by unwrapping a bundle of colorful dreams with a small package
called Professional sports. Hence the tag commercialization of sports naturally influences
youth whether it deals with socio-economic status of a sports icon or considering the long
line of fans encircling him. Thus to a large extent, youth are influenced by growth of
commercialization of sports in India that are endorsed by celebrities which in turn regulates
the viewership of the youngsters and this is thoroughly proved in this project.

37
BIBLIOGRAPHY
1. WEBSITES
1.1https://www.ficci.com
1.2 https://www.sportswikipedia.com
1.3 https://www.bcci.com
1.4 https://www.aiff.com
1.5 https://www.akfi.com
1.6 https://www.hi.com
1.7 https://www.amazonawas.com
2. ARTICLES
2.1 An Article of Tripathi

2.2 An Article of Pal

2.3 An Article of Barindir Kaur

2.4 An Article of Bhatt

2.5 An Article of Boweii

38
 QUESTIONNAIRE

NAME:AKASH DUTTA
DISCLAIMER:
The survey is conducted solely for the research work under the programme of UNIVERSITY OF
CALCUTTA being a student of SETH ANANDRAM JAIPURIA COLLEGE,Kolkata as a part of
my project and as such the response generated will be used strictly for academic purpose.
PART-1
DEMOGRAPHIC INFORMATION:
NAME:
ADDRESS:
AGE:GENDER:
PHONE NO:SPORTS INVOLVE:
PART-2
PLEASE TICK THE SUITABLE ALTERNATIVES:-
1.Are you aware of commercialization of sports?
a) Yes b) No c) Very little idea d) No idea
2. Which sports are required to be commercialized?
a) Cricket b) Football c) Hockey d) Badminton e) Kabaddi f) Others
3. Role of ISL for promotion of football in India as well as outside India-
a) Good b) Bad c) No idea
4. Role of IPL for promotion of Cricket in India as well as outside India-
a) Good b) Bad c) No idea
5. Role of HIL for promotion of Hockey in India as well as outside India-
a) Good b) Bad c) No idea
6. Role of PBL for promotion of Badminton in India as well as outside India-
a)Good b) Bad c) No idea
7. Role of PKL for promotion of Kabaddi in India as well as outside India-
a) Good b) Bad c) No idea
8. Role of corporate house in commercialization of sports in India-
a) Very much b) Little c) No impact
9. Role of franchises for promotion of sports all over India-
a) In all sports b) In limited sports c) In no sports
10. Commercialization and passive effects in all various sports-
a) Yes b) No c) No idea
11. Govt. policy or grants regarding reviving of less important sports specially related to
Olympics-
a) Very much b) Indifferent c) Very little
12. In which time you would like to watch sports?
a) In leisure b) In stress c) Whenever you want
13. You play the sport in which you involve inspired by-
a) Any eminent player b) Any family member c) No one
14. For which reason you play the sport in which you involve?
a) For professionalism b) For time pass c) For exercise
15. TRP in telecasting and brand endorsement passive impact in sports-
a) Very much b) Standard c) Little
16. Role of political powers on commercialization of sports-
a) Yes b) No c) No idea
17. Impact of court’s decision regarding commercialization of sports-
a) Very much b) Standard c) Little
18. Impact of commercialization of sports in daily economy-
a) Very much b) Standard c) Little
19. Is over commercialization killing the spirit of Indian sports?
a) Yes b) No c) No idea
20. Are Indian players affected by commercialization of sports?
a) Yes b) No c) No idea
21. How could you make a overall judgement about your preferred sport?
a) Outstanding b) Very good c) Good