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On Tokyo Olympics high, govt setting up Rs 250 crore sports sciences centre to power athletes

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

After the Indian contingent’s success at the Tokyo Olympics, the government has now started the process of setting up a Rs 250-crore premier centre that will work towards using sports science to enhance the performance of Indian athletes and prolong their career.

After the Indian contingent’s success at the Tokyo Olympics, the government has now started the process of setting up a Rs 250-crore premier centre that will work towards using sports science to enhance the performance of Indian athletes and prolong their career.

A consultant is being appointed at the cost of Rs 2.5 crore to undertake a detailed study at half-a-dozen institutes of global and national repute to set up a National Centre for Sports Science and Research (NCSSR) in India at par with the international standards.

Bids were floated for the same by the government on October 13. “Many countries now possess a nationwide framework of state-of-the-art sports science support services to coaches designed to help foster the talents of elite athletes and improve their performance,” says an official document accessed by News18.

India put up its best performance at the Olympics so far at Tokyo this year, winning a total of seven medals, including a gold medal for javelin thrower Neeraj Chopra, silver medals for weightlifter Mirabai Chanu and wrestler Ravi Kumar Dahiya, and bronze medals for wrestler Bajranj Punia, badminton player PV Sindhu, boxer Lovolina Borgohain and the men’s hockey team.

India achieved its best performance at the Paralympics too in Tokyo, winning 19 medals, including five gold, eight silver and six bronze. The idea now is to achieve greater heights at the next Olympics, scheduled to be held in Paris in 2024.

NCSSR MANDATE: CERTIFY FOOD SUPPLEMENTS, LESSEN INJURIES

NCSSR is envisioned as the lead institution in the country which will support high-performance athletes to achieve excellence by providing quality-assured services through performance evaluation techniques and development of leading experts through research.

“Athletes must constantly strive to attain peak levels of performance to reach and subsequently stay at the top. If athletes are to attain world-class levels of performance, information from the continuous assessment of training and competition must be made available to aid in the evaluation of how players are performing and progressing,” the document says.

One of the key aims of NCSSR will be to certify food supplements that would help athletes avoid those supplements that are banned or are at high risk of being contaminated with substances that could lead to a positive drug test.

Applying sports science to help maximise performance and endurance in preparation for events and competitions while lessening the risk of injury is a key aim too.

“The scientists at NCSSR would help identify strengths and weaknesses so that training programs can be individualised for athletes towards enhanced performance,” the document says.

The NCSSR will conduct research in sports talent identification as well. It will aim for performance enhancement of athletes through the use of sports science, run a cutting-edge research program in sports science, do accreditation of testing services and training courses, conduct testing and certification of food supplements, study role of Ayurvedic or homeopathic medicines in sporting performance and do management and rehabilitation of sports injuries.

“NCSSR would establish strong networking with researchers in India and abroad for research and exchange of information in the field of sports science,” the document says.

Management and rehabilitation of injury related to sports through comprehensive, rehabilitative and diagnostic services will be another key function of NCSSR which will have sports physicians and physiotherapists with great experience in elite sports from wide variety of areas.

“They would work in multi-disciplinary means which will include strength and conditioning and coaches,” the document says.

The government has fixed a 16-month deadline for the entire exercise of the NCSSR to be completed.

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index Price Change
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sensex ₹1,882.60 +8.30
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index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

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Euro-Rupee 89.0980 0.0100 0.01
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Storyboard | Paralympic games – the toughest marketing pitch?

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

Branding experts call on brands, broadcasters and the games’ organisers to fuel popularity of para-games and para-athletes

Three years ago, Bengaluru-based sports enthusiast R Paul realised there weren’t enough closed platforms to discuss the role of technology in the business of sports. Paul, a community manager for sports development and investment company Nimida Sports, set up Positive Sports Vibe Community (PSVC). The initiative brings together sports enthusiasts to talk shop and cheer for games and athletes that don’t get enough attention.

As a part of PSVC, Paul created a WhatsApp group to share news and views on the Tokyo 2020 Paralympic Games. There are just 76 members in the group. Paul says even though this group is small at the moment, the conversations are “inspiring” thanks to the incredible performances of India’s para-athletes.

Paralympics are not just the other games

At the recently concluded Tokyo 2020 Paralympic Games, India won five gold, eight silver and six bronze medals. A record nineteen medals were won by the country’s finest athletes. At the Tokyo 2020 Olympic Games which were held in July-August 2021, Indian athletes set new records, too, and brought home seven medals including one gold.

Despite their impressive performance during the games, interest in Paralympics in terms of viewership and brand marketing is still very low when we compare it to the Olympics.

But the good news is that viewership is growing. Globally, cumulative viewers went from 3.8 billion in 2012 to 4.1 billion during the Rio Paralympic Games in 2016, as per the International Paralympic Committee (IPC).

In August, multiple leading international organisations including the IPC came together to launch ‘WeThe15’, which aspires to be the biggest ever human rights movement to represent the world’s 1.2 billion persons (15 percent of the global population) with disabilities, campaigning for disability visibility, accessibility, and inclusion.

‘Wethe15’ campaign film was released during the opening ceremony of the 2020 games. The ad is estimated to have reached 250 million people worldwide.

Are brands ready to play and pay?

According to media planners in India, viewership of the Tokyo Paralympic Games was just a fraction of the over 86 million that the Olympics logged through its broadcast on Sony Sports Network. And during the games, Indian Olympians dominated TV screens with 31 percent of ads featuring them, according to the Broadcast Audience Research Council India (BARC).

Meanwhile, the Paralympic Committee of India awarded broadcast rights to Eurosport India, making it the broadcaster’s first global multi-sport event in the country. Eurosports’ reach, however, is far less than Sony Sports.
Media executives say that advertisers think the games’ relatively low viewership interest is “a function of limited media attention since it is too soon after the Olympic games,” says Mansi Datta, chief client officer and head – North & East, Wavemaker India. However, there is a potential to grow viewership because “Paralympic Games are a celebration of human endurance and national pride. It is at a much-enhanced level compared to other games,” believes Dutta.

Brands like JSW Sports, Coca-cola owned Thumbs Up, IndusInd Bank, Citibank, Puma, Myprotein and Welspun Foundation, among few others, partnered with various athletes for this edition and launched mainline campaigns featuring them. There’s certainly no dearth of inspirational stories.

ALSO READ | Tokyo Paralympics: Debutant Praveen Kumar clinches silver in men’s T64 high jump

19-year-old para-shooter Avani Lekhara became the first Indian woman to win a gold medal in the Paralympic Games. Para-javelin thrower Sumit Antil also won gold. After Lekhara’s win, Mahindra Group’s chairman Anand Mahindra tweeted that the company will give her a specially designed SUV. Mahindra also requested his team to design an SUV for Antil.

It’s time to level up

Aside from gifts like cars and crypto, branding experts think that marketers would do well to take a deeper interest in paralympics and para-athletes going forward. To start with, they call for a correction of commercial fees paid by brands to paralympians. According to sports talent managers that Storyboard spoke to, paralympians earn less than a tenth of what Olympians earn in any given brand partnership.

“Unfortunately, sports fans in India don’t see Paralympics in the same light as the Olympics. This is the sad truth and also a clear indicator of why we don’t celebrate Paralympians the same way we celebrate Olympians,” admits Gaurav Bahirvani, founder and CEO, One One Six Network.

Bahirvani spotlights the key challenge of fuelling the games’ popularity, adding that viewership is highly dependent on marketing by broadcasters.

“It’s time brands and broadcasters start working together to increase the reach of sports events across India. Let’s not forget that many winners (at international sporting events) come from India’s smallest towns,” says Bahirvani.

ALSO READ | View: What ails Indian sports?

Advertising veteran and brand strategist Ambi Parameswaran dials back to the fact that Indian brands are largely focused on film and cricket stars for endorsements. “If we look at the top 100 celebrities league table (by income and a large component is from endorsements), we will come across just a few non-film, non-cricket stars,” he says.

When it comes to other endorsement deals, especially in sports, marketers usually evaluate the performance of players at big events to make investments. Olympians Mirabai Chanu and Neeraj Chopra recently bagged multiple brand deals following their victories in Tokyo. Chopra’s annual endorsement fee surged way past the Rs 1 crore mark from Rs 20-30 lakh that he charged before his record win.

“We are not a country with proactive brands,” says Bahirvani. His advise to marketers who want to be proactive is to “have a sports encouragement fund (SEF) planned for the year which should be spent on identifying talent and supporting their training and development towards the bigger goal.” Parameswaran also puts the onus of growing the games’ and athletes’ popularity on organisers. “The organisers need to make a more aggressive pitch in terms of telecast and media visibility promises to brands.” Make it so that everyone goes home with gold.

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

Company Price Chng %Chng
Dollar-Rupee 73.3500 0.0000 0.00
Euro-Rupee 89.0980 0.0100 0.01
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Startup culture now vibrant in India: PM Modi

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

The Prime Minister touched upon a host of topics, including India’s rich spiritual tradition and the boost the sporting culture has received after its performance in the Tokyo Olympics.

Prime Minister Narendra Modi said on Sunday that the startup culture has become very vibrant in India with youngsters in even smaller cities embracing it, and asserted that it is a sign of India’s bright future.

In his monthly ‘Mann ki Baat’ radio broadcast, Modi also added that the space sector reforms in the country have caught people’s imagination and expressed confidence that a large number of satellites in the coming days will be those on which youngsters from universities, labs and other sectors would have worked upon.

Also Read: Government launches schemes to support 300 startups for creating 100 unicorns

The Prime Minister touched upon a host of topics, including India’s rich spiritual tradition and the boost the sporting culture has received after its performance in the Tokyo Olympics, in the address and also paid glowing tributes to hockey legend Dhyan Chand, saying he conquered the world of hockey for the country.

The National Sports Day is celebrated every year on August 29 to mark Dhyan Chand’s birthday. Noting that India won an Olympic medal in men’s hockey after over four decades, he said the youth is now drawn towards sports and their parents are happy to back them. This itself is a great tribute to Dhyan Chand, Modi said. Asserting the young population’s mindset has undergone a sweeping change, he said it is now keen on new destinations and new goals by taking new paths and having new aspirations. The momentum sporting culture has received must be further advanced, he said, calling for having sport competitions at the village level.

Also Read: Paddler Bhavina Patel wins historic silver at Tokyo Paralympics

“Let us all countrymen strive to further this momentum as much as we can, contributing whatever we can. Let us transform the mantra of Sabka Prayas’ (everyone’s effort) into reality,” he said. Noting that the world has been paying heed to Indian spiritual traditions and philosophy, the prime minister said people then also have a responsibility to carry forward these great traditions. “That which was temporary and has perished has to be left behind but what is timeless has to be carried forward. Let us celebrate our festivals, understand their scientific meaning, and the connotation behind them.

Also Read: Microsoft partners with Invest India to support tech startups

There is an underlying message in every festival,” he said, wishing people a happy Janmashtami, which falls on Monday. Noting that the Vishwakarma Puja will be observed in the coming days, he said the festival is essentially an ancient Indian practice of paying tributes to different skills Modi also mentioned an FM radio station in Gujarat’s Kevadiya through which radio jockeys are working to promote Sanskrit, and said the ancient language through its thoughts and medium of literary texts nurtures knowledge and also strengthens national unity.

Modi also urged people to continue to maintain COVID-19 precautions. “More than 62 crore vaccine doses have been administered in the country, but still we have to be careful, be vigilant,” he said.

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

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After missing felicitation ceremony due to illness, Neeraj Chopra says ‘would continue to make India proud’

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Haryana CM honoured Neeraj Chopra by presenting him a shawl, a memento and the holy book Shrimad Bhagavad Gita.

Olympic champion Neeraj Chopra on Wednesday met Haryana Chief Minister Manohar Lal Khattar and said he would continue to work hard to make the state and the country proud with his achievements.

Chopra, who could not attend a felicitation function organised by the state government on August 13 due to illness, said only sports-related topics were discussed during his meeting with Khattar.

“It is a great feeling that today I am meeting the Chief Minister. I will try my level best to make Haryana and the nation proud in the upcoming sports events,” Chopra said. Khattar said Chopra, who won gold in javelin throw in Tokyo Olympics earlier this month, has not only brought laurels for the country but also for his native village, family and Haryana.

The CM honoured Chopra by presenting him a shawl, a memento and the holy book Shrimad Bhagavad Gita.

Also read – ‘Hello… I want to become Neeraj Chopra’: Kids tell coaches

He said Chopra’s family has a big contribution towards this achievement. It is because of the contribution of the family, Chopra had made the nation and Haryana proud, the Chief Minister said. A detailed discussion was held about Chopra’s coach and his national and international record in javelin throw event, according to an official release.

The CM said developing Haryana as a sports hub is the priority of the state government. For this, athletes like Chopra will certainly play a pivotal role to inspire the younger generation, the CM said. He said the Centre of Excellence for Athletics being set up in Panchkula would prove to be effective for the promotion of sports.

Meanwhile, Athletics Federation of India President Adille Sumariwalla earlier today said that Chopra’s historic gold medal at the Tokyo Olympics helped in removing a “huge mental block” from the country’s track and field athletes. The AFI chief said by his achievement at the greatest stage of sports, Chopra has shown the world that nothing is impossible and India has the potential to churn out many more champions in future.

(With inputs from PTI)

 

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sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

Company Price Chng %Chng
Dollar-Rupee 73.3500 0.0000 0.00
Euro-Rupee 89.0980 0.0100 0.01
Pound-Rupee 103.6360 -0.0750 -0.07
Rupee-100 Yen 0.6734 -0.0003 -0.05
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Indian hockey: The resurgence and rebirth

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

In hockey, we have always had talent, legacy, history and pedigree. A move in the right direction was all we needed, and now, the bronze medal in Tokyo Olympics has set the wheels in motion. 

Sports is about moments. And these moments can change the face of an entire game, country, or race. For cricket in India, it was the 1983 World Cup win. For the Black Americans, it was Jesse Owens’ win at the 1936 Berlin Olympics. The US Ice Hockey team’s victory over USSR at the 1980 Olympics redefined the word underdogs and how fans saw them.

For Indian Hockey, August 5, 2021, will be remembered as the day that marked the games’ resurgence and rebirth. After a long wait of 41 years for an Olympic medal, the Indian Men’s hockey team defeated Germany 5-4 to clinch a bronze medal.

The question arises why did it take so long? Did we just get lucky? Will we have to wait again for so long? Let’s start from the beginning…

There are two contrasting stories at play here. The first story is about dominance and invincibility from 1928-1980. India won six consecutive gold medals from 1928-1956, one Silver in 1960, and another gold in 1964. The statistics speak for themselves.

KD Singh, “The Wizard” Major Dhyan Chand, and Balbir Singh Sr. are just a few legendary names that immortalized Indian Hockey during that period.

The Long Fall

The second story, though, is about agony, defeat, and hopelessness.

Ashwani Kumar, the then Indian Hockey Federation president, resigned in 1973, and all hell broke loose. PN Sahni took over when the game was divided between Northern and Southern blocs.

MAM Ramaswamy was the man from the southern bloc who eventually succeeded in gaining the presidency. But all these incidents took away the attention from the actual game, and India couldn’t keep up with the world.

The International Hockey Federation introduced AstroTurf in the mid-1970s. The decision to play on Synthetic Pitches instead of grass was the beginning of the fall.

ALSO READ: Hockey 2.0. – Are brands ready to play?

The grass pitches suited the game of Indian players who were known for their passing and dribbling abilities. AstroTurf, however, favoured the physicality of European and Australian players.

These grounds are expensive to maintain. The Indian Hockey Federation did not have enough funds. In preparation for the 1976 Montreal Olympics, authorities shaved off the grass and plastered the field with cow dung.

No doubt it didn’t work, and we returned empty-handed. India did win a Gold at the Moscow Olympics in 1980, but the West did not participate in the Tournament to protest the Soviet Invasion of Afghanistan.

Kapil Dev’s Indian Cricket team won the World Cup in 1983 and started a revolution. From the sponsors to the politicians, everyone wanted to be part of the madness. That further took the attention away from hockey.

Rule changes like the abolition of the offside play in 1992, allowing overhead shots, no cap on rolling substitutes, among others, further contributed to the decline, and the players took time to adapt. The game became fast-paced. Fitness and tactical play became much important than individual brilliance.

It all came boiling down to 2008 where India couldn’t even qualify for Olympics for the first time in 80 years. The Jothikumaran scandal further rocked the game and lead to the suspension of the Indian Hockey Federation.

The Comeback

Hockey India took over, and that is when things started to change. The authority recognized the importance of fitness and world-class training. But, considering the mess the Indian Hockey was in, the comeback was always going to take time.

And then came the major push in the form of the Naveen Patnaik-led Odisha government. In 2018, they became the only state government to sponsor a national team. Even before that, the Odisha government hosted the 2014 Champions Trophy and the World Hockey League Finals in 2017.

Odisha Naval Tata Hockey High-Performance Centre in Bhubaneswar at the Kalinga Stadium is a prime example of the efforts put in by the Government. The centre was built in collaboration with the TATA group to provide world-class sporting facilities to all the athletes.

All these efforts off the field have translated into a heartening performance on the field and the results are for everyone to see.

Both the men’s and women’s teams showed that they belonged right there with the big boys and girls.

What does the future hold? 

The future looks bright. The results we got at the Tokyo Olympics from both teams weren’t just one-off. A lot of work still needs to be done at the state level, and hopefully, this Olympics has managed to garner the right kind of attention.

In another project under the leadership of Naveen Patnaik, Rourkela is set to be home to the country’s biggest Hockey stadium. Odisha will also host the Men’s Hockey World Cup in 2023 for the second time. The Government also plans to lay 17 synthetic turfs in the Sundargarh district.

All this is bound to bring in more exposure and experience.

The times are changing. We have always had the talent, legacy, history, and pedigree, but a move in the right direction was all we needed, and wheels are now set in motion.

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

3 Mins Read

Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

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KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

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index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

Company Price Chng %Chng
Dollar-Rupee 73.3500 0.0000 0.00
Euro-Rupee 89.0980 0.0100 0.01
Pound-Rupee 103.6360 -0.0750 -0.07
Rupee-100 Yen 0.6734 -0.0003 -0.05
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‘Hello… I want to become Neeraj Chopra’: Kids tell coaches as enquiries at sports academies rise manifold

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

Coaches across sports academies in India are getting calls for enquiries and registrations, that too in huge numbers, thanks to athlete Neeraj Chopra, who created history by winning gold in the javelin throw at the Tokyo Olympics 2020.

“You are never too old to set another goal or to dream a new dream,” famous British writer C.S Lewis once said. But what if you are too young? Well, that doesn’t matter either.

The seven-eight-year-olds looking to become Neeraj Chopras of the future prove that one is never too young to dream big.

“I want to become Neeraj Chopra,” kids say on calls to Talwinder Singh, coach at Ludhiana’s Duke Sports Academy. They can’t even pronounce ‘javelin throw’ properly yet, says Singh.

However, the glee that Singh’s Duke Sports Academy felt at kids taking so much interest in sports, reflected in his voice.

This is not a one-off case. It turns out trainers’ phones haven’t stopped ringing in recent days.

Coaches across sports academies in the country are getting such calls for enquiries and registrations, that too in huge numbers, thanks to athlete Neeraj Chopra, who created history by winning gold in javelin throw at the Tokyo Olympics 2020.

Chopra’s former coach Naseem Ahmed told an English daily that after the athlete qualified for the final, he received nearly 100 requests within almost a week and the number went up significantly as the 23-year-old clinched India’s first-ever track and field gold at the Olympics. “This morning, we received around 50 requests from parents,” Ahmed told The New Indian Express on August 10.

Vikas Bishnoi of Milkha Singh Sports Academy in Haryana’s Hisar recounted a similar tale. “Due to the lockdown, we were getting very few calls but now in the past two to three weeks, we have been getting at least four to five enquires every day from across the country. Of these, at least one or two kids are taking admission on a daily basis,” he told CNBCTV18.com.

While Singh said children of Classes 2 to 4 were approaching him more, Bishnoi saw more interest from the age group of 14 to 22 years, mostly from rural areas. However, both of them maintained that nearly 80 percent of the people requested information about javelin throw.

It started the same way for India’s star javelin thrower in 2011. Naseem Ahmed told The Times of India that he had got a call from a few 13-year-olds asking about the admission process for the sports academy at Tau Devi Lal Sports Complex in Haryana’s Panchkula, which had one of the only two synthetic tracks available in the state then.

A chubby Neeraj Chopra appeared for trials and started with a 55 metre throw. He trained and trained and is now India’s ‘Golden Boy’ with an 87.58 metre throw at the finals of Tokyo 2020.

Also Read: Neeraj Chopra’s journey from being body shamed to winning India’s 1st Olympic gold in athletics

However, it is not just javelin throw that people are showing keen interest in. More people are enquiring and enrolling for other sports as well including hockey, wrestling, boxing, weightlifting, sprint race, thanks to all those who made India proud at the Tokyo Olympics. Does this mean the craze around cricket may be fading?

“Parents now ask me what all sports are there. Some of them come and name 10 new games unlike earlier when they would just ask me what I would make their child play,” Singh said, adding that awareness around sports has gone up substantially due to Olympics. Parents now want their children to consider taking up sports as a career opportunity and become the likes of Neeraj Chopra or PV Sindhu, he added.

Meanwhile, Bishnoi expects at least a 25 percent increase in people taking to sports as in the recent days itself local kids, especially younger ones, have shown a lot of interest. The Haryana-based coach who had only 30 to 35 kids enrolled at his academy due to the pandemic saw the number nearly double during Tokyo Games.

Also Read: RBI ropes in Olympics gold medalist Neeraj Chopra for banking fraud awareness campaign

The fad for sports is not just reflected in the calls for admissions at sports academies but in the digital space as well. Ruchir Arora, co-founder and CEO of edtech startup CollegeDekho, said, “There has been an increase in terms of searches and popularity of sports-related courses on our website during the Tokyo Olympics. The average sessions for these pages increased by approximately 25 to 30 percent.”

When asked if the enthusiasm and inclination towards sports are momentary and would die out soon or if people would keep at it, Bishnoi said, “Commonwealth Games and Asiad are due next year. So, it’s only going to go forward from here, provided the pandemic doesn’t cause any more harm.”

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

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KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

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index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

Company Price Chng %Chng
Dollar-Rupee 73.3500 0.0000 0.00
Euro-Rupee 89.0980 0.0100 0.01
Pound-Rupee 103.6360 -0.0750 -0.07
Rupee-100 Yen 0.6734 -0.0003 -0.05
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Mankind Pharma to give Rs 11 lakh each to 20 players who missed medals at Tokyo Olympics

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

Each player of the Women’s Hockey team, a total of 16 players, will be given Rs 11 lakh each. Boxer Satish Kumar, Wrestler Deepak Punia, Shooter Saurabh Chaudhary and Golfer Aditi Ashok, will also be given Rs 11 lakh each, it added.

Drug firm Mankind Pharma said it has decided to felicitate 20 Indian players who narrowly missed medals in the recently held Tokyo Olympics, and will give Rs 11 lakh to each of them to encourage their determination and hard work. The company understands the hardships faced by the athletes and has come forward to appreciate and acknowledge the spirit of the players, Mankind Pharma said in a statement.

Each player of the Women’s Hockey team, a total of 16 players, will be given Rs 11 lakh each. Boxer Satish Kumar, Wrestler Deepak Punia, Shooter Saurabh Chaudhary and Golfer Aditi Ashok, will also be given Rs 11 lakh each, it added. “We believe that in every sport, it is not the win that counts, it’s the efforts that are counted and our players have put so much effort while representing our country,” Mankind Pharma Vice-Chairman and MD Rajeev Juneja said.

Also Read: Gold at Tokyo Olympics an inflection point for India; likely to start seeing interest in non-cricketing sports, says JSW’s Parth Jindal

As a leader in the industry, “we want to appreciate the hardships and sacrifices they have put in over the years. Such players inspire the whole country and motivate the younger generation to earn honours for the country,” he added. These players might have missed a medal, but they won everyone’s hearts, Mankind Pharma said.

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

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KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

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index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

Company Price Chng %Chng
Dollar-Rupee 73.3500 0.0000 0.00
Euro-Rupee 89.0980 0.0100 0.01
Pound-Rupee 103.6360 -0.0750 -0.07
Rupee-100 Yen 0.6734 -0.0003 -0.05
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Storyboard: Hockey 2.0. – Are brands ready to play?

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

The resurgence of hockey, propelled by national teams’ performance at the Tokyo Olympics, has given brands an opportunity to own hockey in a manner that is impossible in a sport like cricket, marketing and media executives tell Storyboard.

The Indian women’s hockey team made history when they won against Australia in the quarter-finals at the Tokyo Olympics. Amidst the millions of celebratory posts by individuals and brands, Sanjiv Mehta, chairman and MD of Hindustan Unilever, shared this on LinkedIn: “What a stunning victory by the Indian Women’s Hockey Team over the Aussies to enter the semi-finals of the Olympics… wow…they have made the nation proud. I hope this is the resurgence of hockey in India!!”

We hope so too. But will it also be the resurgence of big brands’ interest in the game and its players?

Hockey has given the country 11 Olympic medals since 1928, and legends like Dhyan Chand, Balbir Singh Sr, Mohammad Shahid, Dhanraj Pillay and PR Sreejesh. But the sport’s and its stars’ dominance faded with time, eventually overrun by the overwhelming popularity of cricket and its larger-than-life personalities on and off the pitch.

According to media planners Storyboard spoke to, today, more than a tenth of the total advertising spends in India is channeled into sporting events. A whopping 80 percent is spent on cricket events, leaving the rest to battle it out for a share of the remainder.

The Odisha Government is the biggest supporter of hockey in the country. The eastern Indian state has been called the “cradle of hockey”. As per reports, the state signed a Rs100 crore deal with Hockey India in 2018 to sponsor the men’s and women’s teams over the next 5 years. In 2019, the state government’s department of sports and youth services, in partnership with HAF (Hockey Ace Foundation) and under the aegis of Tata Trusts and Tata Steel introduced Naval Tata Hockey Academy to train and groom upcoming talent. Future Olympians, perhaps. Still, despite India’s rich history in the sport, major brand interest has remained low.

Priti Murthy, chief executive of media buying agency OMD India, believes “lack of viewership in comparison to cricket has been the primary reason” for lack of advertiser interest in hockey. “Hockey draws even less viewership than badminton,” she says. Part of the reason why badminton has surged past hockey in popularity is due to the performances of current generation players like Saina Nehwal and PV Sindhu.

Jigar Rambhia, national director — sports, Wavemaker India, a GroupM media agency network, adds, “Any sport does well when it creates icons.” This then generates brand interest. For instance, there is a brigade of cricketers who have been ruling the endorsement charts for a while now. Top on the charts are Virat Kohli and MS Dhoni. Badminton star PV Sindhu is expected to see a 25 percent increase in her brand value after her historic win at the Tokyo Olympics. In the case of hockey, Rambhia argues, India hasn’t managed to produce ‘icons’ in recent times. This is a challenging area, he says.

In the last few years, sports like kabaddi and badminton surged ahead of hockey — the former on the back of a long-term media tie-up with Star India and the latter on Indian athletes’ growing success on courts all over the world.

Lloyd Mathias, business strategist and former marketing head of PepsiCo India, suggests hockey needs to be promoted more aggressively and marketed better — to audiences, businesses, and media.

Mathias says, “Some large brands can try to ‘own’ hockey in a manner that is impossible in a sport like cricket. This might take a deep involvement but also skills to garner media support and help build a few hockey players as superstars.” There’s certainly no dearth of stars with real and marketable stories of grit, hardwork and determination. For instance, captain Rani Rampal’s journey to the national team and Olympics has been condensed into a viral post that’s currently doing the Internet rounds.

The performance of the men and women’s hockey teams at the Olympics is building a “new wave of enthusiasm for the sport,” says OMD’s Murthy. But how do you fuel and sustain momentum beyond the Olympics calendar? For starters, brands have “to get behind-the-scenes stories of our players and weave them for better relatability as per audience segmentation, specifically for young people who have been overly infatuated with private leagues like IPL,” says Murthy.

In 2005, the Indian Hockey Federation conceived the Premier Hockey League (field hockey), which was three years before cricket’s richest league — Indian Premier League (IPL), was introduced. The hockey league wrapped up in 2008 after the federation faced corruption allegations. In 2013, a Hockey India League was introduced. However, due lack of funds and sponsorships there hasn’t been an HIL game since 2017.

Wavemaker’s Rambhia reckons it’s time for large marketing companies and brands to think of “partnership” and not just “sponsorship”. “Most brands look at immediate returns on their investments and are not willing to stay invested for a long time. Cricket offers that immediate return on investment and can also be measured really well. Hence, most of the other sports aren’t able to get as much brand money as they actually deserve,” he says.

In India, after the men’s team lost the semi-final match against Belgium, all eyes were on the women’s hockey team playing Argentina in the semis. They lost the match but not the long game. Author and journalist Nikhil Naz commented on Twitter, “The fact that India was watching Hockey while India was playing Cricket is bigger than any medal one can win.”

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

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Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

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KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

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index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

Company Price Chng %Chng
Dollar-Rupee 73.3500 0.0000 0.00
Euro-Rupee 89.0980 0.0100 0.01
Pound-Rupee 103.6360 -0.0750 -0.07
Rupee-100 Yen 0.6734 -0.0003 -0.05
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RBI ropes in Olympics gold medalist Neeraj Chopra for banking fraud awareness campaign

KV Prasad Jun 13, 2022, 06:35 AM IST (Published)

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Summary

In the 25-second video, Neeraj Chopra urged people to be alert while making online transactions. He highlighted key safety precautions that should be kept in mind to make sure no untoward incident happens while transacting online.

The Reserve Bank of India (RBI) has roped in Olympic gold winner Neeraj Chopra for a public awareness campaign that warns people against frauds in the digital banking domain. The javelin thrower became the second Indian to win gold in Olympics after shooter Abhinav Bindra. Chopra’s following on social media is growing at a lightning speed.

“@RBI Kehta Hai…Along with @Neeraj_chopra1. A little caution takes care of a lot of trouble. Never respond to requests to share PIN, OTP or bank account details. Block your card if stolen, lost or compromised. #rbikehtahai #StaySafe #BeAware #BeSecure #Tokyo2020,” RBI tweeted.

In the 25-second video, the star athlete urged people to be alert while making online transactions. He highlighted the key safety precautions that should be kept in mind to make sure no untoward incident happens while transacting online.

Chopra also warned people against sharing their bank passwords, PINs OTPs, CVVs with others in the video. People need to immediately block their ATM or credit cards in case they get lost or are stolen, he adds.

As per a Money Control report, RBI plans to rope in wrestler and Olympic bronze medallist Bajrang Punia next.

The report also added that India’s banking regulator plans on bringing more Olympians as part of its ‘RBI Says’ series and work in the interest of public awareness.

The RBI had already recorded four videos with Olympic athletes before their departure to Tokyo. Neeraj Chopra featured in two videos, while Punia and Fencer Bhavani Devi featured in one video each, a person familiar with the developments told Money Control.

Chopra spoke about safety measures in digital banking, while Punia spoke about the limited liability of customers in online transactions and safe online banking.

Bhavani Devi conveyed the top bank’s message on the importance of setting limits on cards and how they help in minimising losses in cases of fraud. She also spoke about dubious, fabricated offers that make rounds and how people should exercise caution.

Elon Musk forms several ‘X Holdings’ companies to fund potential Twitter buyout

3 Mins Read

Thursday’s filing dispelled some doubts, though Musk still has work to do. He and his advisers will spend the coming days vetting potential investors for the equity portion of his offer, according to people familiar with the matter

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KV Prasad Journo follow politics, process in Parliament and US Congress. Former Congressional APSA-Fulbright Fellow

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index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -72.15
sensex ₹1,882.60 +28.30
nifty IT ₹2,206.80 +30.85
nifty bank ₹1,318.95 -14.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95
index Price Change
nifty 50 ₹16,986.00 -7.15
sensex ₹1,882.60 +8.30
nifty IT ₹2,206.80 +3.85
nifty bank ₹1,318.95 -1.95

Currency

Company Price Chng %Chng
Dollar-Rupee 73.3500 0.0000 0.00
Euro-Rupee 89.0980 0.0100 0.01
Pound-Rupee 103.6360 -0.0750 -0.07
Rupee-100 Yen 0.6734 -0.0003 -0.05
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Should Elon Musk be able to buy Twitter?

Tokyo Olympics 2020: From drama to despair, a look at the most memorable moments

As the Tokyo Olympics comes to an end let us look back at some of the most memorable moments from the mega event. (Image: AP )
In what was the most memorable moment of the games, Qatar’s Mutaz Barshim and Italy’s Gianmarco Tamberi decided to share the gold in Men’s high jump rather than go for glory alone. The duo decided to share the gold rather than continue competing after they were tied alongside eventual bronze medallist Belarusian Maksim Nedasekau. (Image: AP)
Legendary swimmer Emma McKeon  not only became the most successful olympian from her country But her seven medals including four golds in Tokyo ensured that she equalled  Mariya Gorokhovskaya’s  (USSR) record of most medals won by a woman athlete in a single Olympics (Image: AP)
Many superstars who were expected to make it big in Tokyo faltered. While Novak Djokovic and Naomi Osaka were knocked out of the tournament, US star gymnast Simone Biles dropped out of the women’s team event after a single vault at the Tokyo Olympics highlighting the importance of mental wellbeing among elite athletes. (Image: AP)
In what was the biggest off-filed drama of the event, Belarus sprinter Krystsina Tsimanouskaya refused to board a flight home after she was removed from the Games and taken to the airport against her wishes. She was later granted a humanitarian visa by Poland. (Image: AP)
Lamont Marcell Jacobs, of Italy, became the fastest man in the world after winning the final of the men’s 100-meters at the 2020 Summer Olympics, in Tokyo. The performance is commendable, especially given the fact that the glamour event has been dominated by Jamaican and US athletes for decades.(AP Photo/Matthias Schrader)
Neeraj Chopra created history by becoming the first Indian to win an Olympic medal in the track and field event after he secured gold in the javelin throw. His gold, coming at the late end of the event sealed for the country what was its greatest performance in the Summer Olympics.
A pair of 13-year-olds won the first two positions in the women’s street skateboarding after the event debuted in Tokyo. The young age of the winners was definitely amusing for many. (AP Photo/Ben Curtis)