India has seen tremendous expansion and development in the sports industry and its allied sectors. Unquestionably, international sports leagues and clubs have attempted to enter the enormous and profitable Indian sports market, but they have encountered many obstacles and difficulties in the process. There was a considerable increase in interest and investment in other sports, such as badminton, wrestling, boxing, athletics, and even football, yet cricket continued to be the dominant sport. Rising stars in these sports, like badminton’s P.V. Sindhu and athletics’ Hima Das, attracted a lot of attention. Scroll down to read Unraveling Why The Foreign Sports Clubs Struggle In India.
Unraveling Why The Foreign Sports Clubs Struggle In India
Market Size of Sports Industry across India from 2017 to 2022
With a sizable middle class and a large population, India offers foreign sports leagues and teams looking to grow internationally an enticing prospect. Foreign sports entities have encountered various obstacles in their pursuit of a considerable market share in the Indian sports industry, notwithstanding their substantial efforts and investments. Some of the difficulties are seen by several notable international leagues and teams.
Case 1: English Premier League (EPL)
One of the most well-liked football leagues in the world, the English Premier League, has made an effort to take market share in India. With millions of viewers, the EPL enjoys a sizable following in India, but it will have difficulty disrupting the cricket-dominated industry. The official EPL broadcaster, Star Sports India, announced a 23% increase in viewership in 2020.
Case 2: National Basketball Association (NBA)
The NBA has significantly increased its market share in India as a result of initiatives like the Basketball Without Borders initiative. With over 10 million admirers on its Facebook page and a growing youth fan base, the NBA has had some success in India. However, it has unique difficulties.
Case 3: European Football Clubs
Numerous football clubs from Europe have attempted to create a foothold in India. Despite the competition, English football clubs like Manchester United and Liverpool FC have progressed in forging sponsorship and license agreements with Indian businesses. Let’s examine in detail the reasons why international sports organizations have found it difficult to capture a sizable portion of the Indian sports industry.
Cultural Differences
With strong roots in indigenous sports like kabaddi, field hockey, cricket, and more, India boasts a unique and diverse sports culture. Millions of Indians have a deep affection for these sports, which makes it difficult for international leagues to take root. For newcomers, the cultural ties to these traditional sports provide a substantial barrier.
Cricket Dominance
In India, cricket is more than simply a sport—it is a religion. The nation’s obsession with cricket is demonstrated by the Indian Premier League (IPL). Cricket dominates other sports in terms of audience and investment. This implies that overseas leagues will have to fight against the IPL, which is a formidable opponent. The Indian Premier League (IPL) season 16 television rating (TVR) in 2023 was 4.72, according to Statista.
Over 90% of India’s population is thought to be cricket fans, and the sport has continuously been the most popular in the country, according to numerous surveys.
Language Barriers
Effective communication is essential to the success of any sport. Most Indians feel more at ease speaking their tongues than English. English is the primary language of communication for foreign leagues, which might alienate a sizable section of the populace.
Broadcasting Rights and Timing
Due to time zone variations, many well-known international sports leagues schedule their events at times that are inconvenient for Indian fans. Obtaining broadcasting rights can also be difficult and costly, which makes attracting viewers much more difficult.
Lack of Grassroots Development
A sport needs grassroots development programs to flourish in India. These initiatives support the discovery and development of youthful talent. While local sports have a well-established system, many international leagues find it difficult to launch similar initiatives.
Financial Constraints
India is a heterogeneous nation with wide economic differences. The majority of people still struggle to make ends meet, notwithstanding the growth of the middle class and their disposable income. The prospective audience is limited by the high cost associated with attending or subscribing to international sporting events.
Regulatory Challenges
The regulatory landscape in India is complicated, which can make it challenging for international companies to conduct business as usual. They might have to get through several costly and time-consuming legal and administrative obstacles.
Competition with Established Leagues
Well-established home leagues frequently pose a serious threat to overseas leagues. Take the Pro Kabaddi League in Kabaddi and the Indian Super League (ISL) in football, for example. The Indian Super League (ISL) has grown to an astounding 130 million viewers globally. At the moment, ISL broadcasts are available in more than 200 countries, and the league is very popular with fans all around the world. Since these leagues have made large investments in player development and marketing, it is challenging for international leagues to enter the market.
Lack of Fan Engagement
Any sport must have engaged fans to be successful. Indian sports leagues have had great success cultivating fervent fan communities. Since it takes time and effort to develop a devoted following, foreign leagues might find it difficult to duplicate this level of participation.
Conclusion
In conclusion, international sports teams and leagues find the Indian sports market to be quite appealing. But it’s a market that presents its own set of difficulties, such as linguistic obstacles, cricket’s hegemony, cultural ties to traditional sports, regulatory complexity, and rivalry from well-established domestic leagues. To overcome these obstacles and gain the affection of Indian sports fans, international sports organizations must not only provide competitive play but also demonstrate a willingness to dedicate time, energy, and resources to the cause.
Also read, The Shining Legacy Of Women in Indian Sports
