Why India Needs a Game Plan: Learning from Global Sports Success Stories

On the sidelines of SymbiTalks, a corporate interaction platform for the Management Students at Symbiosis Institute of Business Management, Hyderabad (SIBM H) I was talking to Ms Dipashree Khanna, People Director from Believe, a music company after exchanging some notes, our discussion ended with a question on can music become a mainstream education to attract and nurture talent. This conversation led me to reflect on another area where talent and passion converge: sports, and more particularly in the context of India’s performance on the global stage. SymbiTalks was on 9^th and 10^th August 2024, about the same time when the Paris Olympics 2024 was about to conclude, by then the medals tally was at six for the season calling for some soul searching. For records, the total medals tally of India at Olympics in the past two decades has been in the range of 1 and 7, with highest in the Olympics of 2020 and the lowest in 2000 and 2004.  The percentage of our win in the total Olympic medals was to the tune of 0.11% to 0.65% of the total medals given away, not even making it to a mere 1%-mark which does not look promising Clarke, J., & Mondal, S. (2022).

Despite sports helping in forging cultural ties among nations and furthering economic globalization in the late 20th century, India has not been able to make it to the top 10 of the Olympic medal winners, despite having blessed with a population of 1.4 billion, which is close to 16% of world populace. Sports has not been an attraction to many for various reasons more so for rewards and financial security. The sports persons believe that the rewards they receive during and post their active careers often fall short in ensuring their long-term welfare. The findings of a research among Indonesian athletes suggest a strong positive relationship between the level of rewards and the welfare of athletes and coaches, with expectations of substantial support from the government and sports committees for their future security, when they are no longer productive Novan, N.A., Nuryadi, N., & Komarudin, K. (2020, September).

While the arguments as per some reports suggest that the High-income countries make it to the top of the winners list, but a cursory glance shows China, our neighbour, an upper middle-income country securing a second position among the winners consistently in the last two seasons of Olympics with a total of 89 and 91 medals to their credit in 2020 and 2024 respectively. This prompts us to deep dive into the sports policies and governance models of top-performing nations, with a particular focus on China, which has a comparable population size like ours, to understand their strategies that helps them to be among the top.

In the 1980s, China’s adoption of friendly sports policy marked a significant transformation in the country’s sports system. This shift towards a free-market economy gradually led to the evolution of a more self-sufficient sport governance system. Among the unique approaches is the extensive use of spare-time sports schools. These specialized boarding schools are dedicated to training future elite athletes, particularly Olympic hopefuls. Selected for their athletic talent, students at these schools’ balance academic classes in the morning with rigorous sports training in the afternoon Xinuha (2023). Currently, around 360,000 students are enrolled in approximately 3,000 of these sports schools across various levels in China. These institutions serve as crucial feeder systems for provincial and national elite sports teams. To further its Olympic ambitions, China has also emphasized events like the Chinese National Games (CNG), which mimic the modern Olympic Games in scale and importance. This event not only fosters competition among China’s provinces but also helps the government cultivate athletes for international success.

In 1995, China’s State Council introduced national fitness guidelines aimed at improving the general population’s health and physical fitness, focusing on cultivating outdoor sports and its vigorous growth.  The initiatives encouraged daily participation in sports such as hiking, running and cycling both in the urban and the rural setups helping the Chinese in their physical fitness. The goal was to have 40% of the population regularly engaged in physical activity by 2010, with a noticeable improvement in the nation’s overall fitness levels (Chinese Olympic Committee, 2009). Of late the rapid industrialisation witnessed a rise in obesity due to limited physical activity, and to address this, the government has invested in building community sports venues offering free or low-cost access. According to projectplay.org, between 2017 and 2020, the number of national sports facilities increased by 89.7%, and the total area grew by 33.4%. In 2023, the government proposed to spend Rs 26,840 crores (calculated as of 17.8.2024) on sports. The country’s sports system also receives funding from the national sports lottery and commercial endorsements. The lottery has historically supported major sports events and funds the National Fitness Campaign, which aims to have 38.5% of the population regularly participating in physical activity sport by 2025. The plan includes mass events, new facilities, and National Fitness Days to encourage healthy activities and sports. For example, Yunnan Provincial Sports Bureau reported that more than 22 million people took to outdoor activity at least once a week in 2023, leading to positive impact on physical and mental health Xinhua (2023). These initiatives foster a spirit of participation and competition in sporting activities in the country.

While China’s approach offers one perspective, the U.S. presents a contrasting model rooted in its unique blend of education and sports. The United States, hosts numerous valuable professional franchises and colleges that offer significant sports entertainment. Collegiate sports are not just extracurricular; high-level competitive sports are included in the American education system, which is rewarding and imbibes the liking for participation in sports. In America, high-level collegiate sports have become an inseparable part of American education–and the economy. Despite the ongoing debates about resource allocation, the benefits of collegiate sports in American education are clear. Financial incentives for elite athletes shape the sports ecosystem, impacting youth participation. Government support primarily comes through infrastructure funding and ensuring gender parity. The Amateur Sports Act tasked the U.S. Olympic Committee with overseeing amateur sports, while Title IX expanded female sports opportunities, influencing the global sports landscape. Federal laws like the Land and Water Conservation Act have also helped to create over 45,000 sports and recreational spaces boosting the interest and participation among the sports enthusiasts.

Unlike the U.S., where sports are embedded into the educational system, India has its strength in a few sports and its promotion of the same. Here cricket is considered as religion it will be hard to find a single individual who isn’t a follower of this sport, no wonder there are successful leagues to this game. India’s sporting ecosystem began in 1954 with the All-India Council of Sports. The Government of India has established various policies and bodies like the Ministry of Youth Affairs and Sports, Sports Authority of India, and National Sports Development Code to promote sports. Development of sports in India has historically been led by the government, however, active participation of the commercial sector in sporting space can bring in the much-needed fillip, Public Private Partnerships (PPPs) such as Jindal Steel Works which collaborated with the Sport Authority of India (SAI) in sports infrastructure development serves as a good example. The commercial sector has associated with sports through partnerships and private academies, while a few organizations focus on elite sport development and social change. Despite a structured sporting policy and culture, progress has been slow, with limited international success.

Given the existing framework, the question remains: what more can be done to propel India to the forefront of global sports? The Union budget of India has set aside Rs 3442 crores for the year 2024, which is less than 1% of the total budget allocations, with such a limited sum allocated towards the ministry of Youth and Sports, it may be too much of an ask from the youth of India to participate in large numbers so as to have of pool of talent to be selected and trained for elite sports. Inconsistent funding, poor governance, tackling inactivity, and outdated national sports policy hinders our progress in the area of sports eventually leading to poor results in international sports.

The answers may lie in allocation of more resources to both grassroots and elite sports to ensure better infrastructure and training facilities. Implementing the National Code for Good Governance in Sports to enhance transparency and accountability in sports administration. Structured career pathways to the athletes, coach and the administrative staff could be an incentive for the parents to encourage their children in sports, as evidenced in the US. Strengthening the initiatives like the Khelo India programme to identify and nurture young talent from an early age, Wani and Gopinath (2019). Investing in the development of home-grown coaches and integrate sport science to enhance the athletes performance. India has witnessed a rise in strategic initiatives by league promoters and franchises to invest in basic infrastructure, training and talent scouting to actively engage with communities and promote sports, for long-term sustainability of their commercial properties. There is a need to have more leagues like Indian Premier League (Cricket), Pro Kabaddi League, Ultimate Table Tennis (UTT), and Pro Wrestling League India, Wani and Gopinath (2019).

Research suggests expertise in sports is a result of the interaction of biological, psychological, and sociological factors. Additionally, training and environment has a large influence on performance.  Training quality and quantity, parental support, coaching, cultural factors, and the relative age effect, contribute to the development of sport expertise Joseph Baker (2003). Identifying and catching the talent young to train them can be achieved through the active involvement of schools and Higher Education Institutions (HEIs) like KIIT and BBFS. The NEP 2020 offers a valuable opportunity for the sporting community and the experts to explore the possibilities to embed sports providing credits in the curriculum. The recent announcement of the Telangana government to start a Young India Sports University with modern facilities to train the youngsters for Olympics and international games in Hyderabad on the lines of Korean National Sports University, Seoul, signals that working on the ground would yield results as against the rhetoric in the discussions, this is a welcome move. There is a lot of ground to be covered before we can hit the goals and reach the finish line ahead of others.

If you believe in the importance of sports for India’s future, share your thoughts in the comments box and share this article in your network and help to spread awareness about the changes needed in our sports system