This has been a culturally significant year when it comes to developments in the domain of sports. Not all has gone well for the brand of sports, and in many ways our eyes have been opened to the assumed underbellies of sports across the world. Enough has happened – or, for the unimpressed, not happened – to make this a year that demanded changes. Change is often good, but when it comes to the world of sports, a revolution doesn’t always lead to glory. Some brands grew, some diminished, and some were tainted beyond redemption. In a year as big as this was supposed to be for sports across the world and especially for India, one can’t say for sure if the significant cultural moments were those of pride or those of ambivalence.
The lords of the “rings” once again dominated the year, and for the most part the stars shone to expectations. In the increasingly aware and competitive society that is India, there wasn’t much to celebrate at the Olympics overall. Not with the various unwanted, and at times unwarranted, controversies that played a starring role compared to the actual on-field performances.
As Indian society asks questions of itself with regard to the societal perception and safety of youth and women, the success of Saina Nehwal and Mary Kom has put women athletes at the fore as brand ambassadors for hard work and success. This perhaps is one of the major changes in the pop culture phenomenon associated with sports — the integral role that women have in India now as athletes and pop-culture icons for a young and growing fan base. There is simply no cultural stigma or societal interference with girls and young women following their dream to succeed as student athletes, now that they have role models who they can be proud to emulate.
Controversies have eclipsed on-field achievements in Indian sports, and as each seemingly avoidable circumstance outdoes its predecessor, there is a sense of wariness. We as Indians tend to be somewhat impatient for results — perhaps because of the lack of success across many fronts. That said, the fickle fan base and proponents of accountability must understand that the extremely public battering of the sports federations must eventually give way to positive and proactive solutions. Yes, there is need for change and the systems need to be compliant with international regulations and guidelines, but one must be wary of over-sensationalising what ails Indian sports.
Still, the stratification and allocation of responsibilities seem light years away from completion. Sport needs to be an avenue for the development of the next generation, a conduit for the work-life balance ideals. And as opportunities and accessibility were to increase, career avenues and cultural acceptance were to follow. Instead, as uncertainty and stigma led the way in 2012, the cultural norm has become the fear of repercussion — as long as this dictates the place of sports in the Indian societal sub-conscience, the sports domain will remain stagnant. As India becomes the focal point for rock gods and the who’s who of Formula One, professional sports will take a hit and recreational sports will become the norm, unless a common path of sustainable progress is found. This should be the sole action item for 2013.
Despite all that has happened or the lack thereof in 2012, what stands out as the cultural snapshot for the year is the rise, fall or retirement of the individual superstar brand. The case in point of the ultimate reversal in brand fortune is that of the erstwhile superhero Lance Armstrong, who stood apart as a global icon of strength and resilience until startlingly destructive revelations tore his legacy apart. His brand lies in such tatters that his contribution to the just causes he supported also stands diminished. But when it comes to brands in the Indian context, cricket is now a brand in limbo. In less than 18 months, the brand of Indian cricket has turned full circle, from world champions to almost-rans. With the retirement of the two crown jewels of Indian cricket and especially of the business of cricket, one doesn’t know what lies next. Rahul Dravid and Sachin Tendulkar have left a huge void and we should expect a mass exodus of fan following towards non-cricketing icons. The quest for transparency in the Indian sports ecosystem and the search for the next superstars in Indian sports, those who attract the fans and build their own lasting brand — these are going to be the two culturally significant quandaries that face the brand of cricket and the business of sports in India.
The writer is a sports attorney.
These views are his own