Jay Shah Advocates for Strategic Planning in Indian Sports Ahead of Major Events

Strategic Vision for India's Sporting Future

New Delhi, March 15: ICC Chairman Jay Shah has called for a comprehensive strategy to secure India's sporting future, urging all stakeholders to start preparations for the global sporting cycle from 2030 to 2036. He stressed the necessity of collaborative efforts among federations, corporations, athletes, and the media.

Shah made these remarks during the Grand Sports Conclave, part of the Golden Jubilee celebrations of the Sports Journalists Federation of India (SJFI) National Convention, held at the India Habitat Centre. The event was organized by the Delhi Sports Journalist Association (DSJA).

“While we are focused on current competitions, it is crucial to start planning for future events such as the 2030 Commonwealth Games, the 2032 Brisbane Olympics, and the 2036 Olympics. Early preparation is essential for India to enhance its presence in global sports,” Shah stated.

Reflecting on the achievements of Indian cricket, Shah referred to the period from 2019 to 2026 as a remarkable era for the sport.

“The years from 2019 to 2026 have been a golden era for Indian cricket, with successes across various formats and age categories, from U19 tournaments to major ICC events,” he noted.

He highlighted India's T20 World Cup victory as a significant milestone, acknowledging the sports media for capturing this historic moment.

“The pride we felt when India won the World Cup was immense. Many of you documented those experiences for countless fans,” Shah remarked.

Shah emphasized the need for a united effort to bolster India's sports ecosystem, advocating for enhanced collaboration among administrators, corporations, athletes, and the media.

“The advancement of sports relies on the cooperation of all stakeholders. Federations, businesses, athletes, and the media must unite to create a robust ecosystem that supports Indian sports at every level,” he added.

Sanjay Bhan, Executive Vice President of Hero MotoCorp, discussed the increasing influence of corporations in reshaping the Indian sports landscape.

“In the last decade, we have seen a significant transformation in Indian sports. While cricket remains the frontrunner, other sports like football, hockey, and golf are also gaining international acclaim,” Bhan stated.

He pointed out that corporate involvement has evolved beyond traditional sponsorship.

“Companies today are not merely sponsors placing logos on jerseys; they are actively investing in the sports ecosystem by developing leagues, nurturing grassroots talent, and establishing professional platforms for athletes,” he explained.

Bhan also recognized the vital role of sports media.

“Without your storytelling and coverage, the sports ecosystem would struggle to thrive. You amplify achievements and create narratives that inspire millions of young people across the nation,” he said.

Neville Bastawalla, Head of Marketing and On-Air Promotions at Sony Sports Network, emphasized the significant impact media campaigns can have on sporting success and national enthusiasm for major events.

Reflecting on Sony Sports' 'Mission 100' campaign prior to the Asian Games, Bastawalla credited the media for amplifying the message and fostering belief across the country.

“When we initiated the campaign, many doubted that we could achieve 100 medals, but with strong media support, India ultimately secured 107 medals at the Asian Games,” he noted.

Bastawalla added that broadcasters play a crucial role in shaping narratives and engaging fans around significant sporting events.

“Campaigns and storytelling in sports help instill belief among fans and athletes alike. When the media supports a broader vision for Indian sports, it can inspire athletes and unite the nation behind their achievements,” he stated.

Remus D'Cruz, Global Head of Brand Strategy at Apollo Tyres, stressed the importance of strong governance and accountability within sports organizations to attract more corporate investment in Indian sports.

“Sports media must hold federations accountable and highlight any wrongdoing. This accountability is vital for the growth of sports,” D'Cruz asserted.

He added that enhanced governance at local and state levels would encourage more corporations to invest in sports development.

“When federations and associations operate with transparency and strong governance, it instills confidence in companies to support the ecosystem,” he explained.

D'Cruz emphasized the need for reforms in grassroots administration, stating that improved local governance would unlock new investment opportunities in Indian sports.

“Local sports bodies must enhance governance and build trust with stakeholders. Once that is achieved, many more companies will be eager to invest and support the growth of sports,” he concluded.

The Grand Sports Conclave was a significant highlight of Day 3 of the SJFI Golden Jubilee National Convention, bringing together administrators, corporate leaders, broadcasters, and sports media members to discuss the evolving landscape and future direction of Indian sports.