By Manish Anand
The Subhash Chandra backed Indian Cricket League has finally brought riches to the Indians sportsmen, which had been hitherto confined to few cricket superstars only. No one should be complaining as it's only good for the sports. This has also forced BCCI to open its huge cash reserves for the players. For BCCI, it might be collateral damage, but for players it's their dues kept away from them all these years.
The Subhash Chandra backed Indian Cricket League has finally brought riches to the Indians sportsmen, which had been hitherto confined to few cricket superstars only. No one should be complaining as it's only good for the sports. This has also forced BCCI to open its huge cash reserves for the players. For BCCI, it might be collateral damage, but for players it's their dues kept away from them all these years.
The Yash Chopra film "Chak De, India" is doing remarkably well with the audience with a bunch of women players holding the hockey sticks. The people in movieplexes are clapping at most of the scenes as they fill them with pride as the women bring to them the charm of the National sport. Indian football team is also showing signs of resurgence hinting at the fleeting thought that the might elephant is finally waking up and raring to go for the kill in the international soccer meets.
Sania Mirza continues to pride the nation with her feats. Her youthful exuberance is inspiring a whole lot of generation to take to the sports with realistic dreams. Post-Greg Chappel, the Indian cricket team is also coming back to the winning habits though the fear of loss still cripple it.
Corporatisation of sports has been substantially responsible for the turnaround in the recent years. The inspiration for players have always been the visibility, praise and money. When the sportspersons around the world are digging in the riches, the Indians too can not be left behind. Sponsorships, advertisements and match fees are scaling up to boost the players to put in that extra effort, which makes them extraordinary from ordinary.
Big corporate houses who are sitting on high cash reserves thanks to the windfall of the new economy have reasons to foot the bills of the turnaround of the Indian sports. It will only benefit them, because the "image" has become all the more important. And, successes in sports are the easiest way to sneak into the hearts of the teeming millions of Indians, who have turned into crazy consumers now.
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