The buisness of sports - KPMG

The business of sports

Playing to win as the game unfurls

September 2016 in | cii.in

Table of contents

1 Messagefrom

Chair, CII Summit

13 Sportsmarketoverview

2 Messagefrom

19 Indiansportsecosystem:

CII Chairman, Western Region Governanceandchalenges

4 Foreword

25 Indiainsports:Key

metrics of success

5 Executivesummary

37 Businessofleagues

? 2016 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. All rights reserved

43 Sportsinfrastructure

and training

61 Glossary

53 Thewayforward

62 Acknowledgements

59 AboutKPMGinIndia

60 AboutCII

? 2016 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. All rights reserved

Message from Chair, CII Summit

Over the past 10 years, Sports as an Industry especially in India has changed fundamentally. Today, Sports is not just an active platform for marketing and creating branding opportunities for corporates investing in Sports, but also creating value for fans across the country. Sporting leagues in India and across the world have invited valuable support and presence of corporate sector.

Sporting leagues have not only promoted sports like Kabaddi, Soccer, Hockey in India; they have also created value for all stakeholders in the fraternity. All leagues have had varying levels of success in generating fan base, inviting sponsorships and ensuring financial viability and profitability for team promoters. Fans in India also prove to be an interesting mix, with each being a loyal audience to a specific sport.

With formation and popularization of Sporting leagues in India, there is now an increased opportunity for young talent at the grassroots level

to showcase themselves at a global platforms like IPL, PKL etc. These leagues have offered immense exposure to not just Indian players but also to some international sporting legends.

Realizing the impact of Sports on

the entire economy, industry and

entertainment in India, CII Western

Region is organising the 1st

Shrinivas Dempo Summit on Business of Sports and

Entertainment. We have put together

this programme to seek some pertinent answers and advice on how Chair

Government and Industry together can Summit on Business of Sports

strengthen the sports ecosystem in and Entertainment 2016

India.

Chairman

I am thankful for this opportunity to Chair the Summit. I would like to take this opportunity to thank all the

& Managing Director

Dempo Shipbuilding & Engineering

partners and speakers for their support

and guidance in putting together this

programme. I hope the discussions at

the Summit will help us put forward

some strong suggestions and ideas for

Sports in India.

1 | The business of sports

? 2016 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. All rights reserved

Message from Chairman, CII Western Region

Promotion of Sports across all spectrums of the society not only ensures inclusivity but also creates employment opportunities for its people. Sports always brings a sense of national pride that is incomparable to any other form of entertainment. Business of Sports has changed faces very rapidly in the recent past. The introduction of entertainment and role of corporates has been increasing and evolving.

Confederation of Indian Industry (CII) has a National Sports Committee that is facilitating the creation of a sporting culture in India. Therefore, as part of CII's India@75 vision, the Committee has developed a plan to broad-base sports in India, help in infrastructure development and provide technical support for athletes through professional coaching and training centres to nurture and groom talented sportspersons.

The National Sports Committee of CII is working towards creating an ecosystem for Governments and private sector companies to combine efforts, and invest in sports. Through continued engagement and dialogue

with the Government, industry and sports' bodies, CII is enabling an environment that will be focused on promoting a sporting culture in India and one that will place a special emphasis in recognising sports as an industry.

One of the many steps that CII

took was to partner with KPMG to

develop a report on the Business

of Sports and Entertainment. The report explores and assesses the sports ecosystem in India, identifies the various stakeholders concerned and addresses their specific issues

Sudhir Mehta

Chairman Confederation of Indian

and challenges. The paper provides Industry - Western Region

recommendations for both the Government and private stakeholders' efforts in enabling sports in India and emphasises the need to collaborate

Chairman & Managing Director

Pinnacle Industries Ltd

and synergise efforts, so as to take

the Indian sporting industry to the next

level.

I would like to take this opportunity to extend my appreciation to the KPMG and CII teams who worked in developing this document. I hope this would pave way for future discussions with all stakeholders in the industry.

The business of sports | 2

? 2016 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative ("KPMG International"), a Swiss entity. All rights reserved

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