Move past IPL: Rugby leagues can be the next big thing in India

Rugby India's Mahesh Mathai said that only one and a half sports leagues have worked in India.

By Rohan Abraham, ET Bureau | Updated: Aug 20, 2019, 11.54 AM IST

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India has been a fertile ground for sport leagues, but only a few have caught on. For sports like kabaddi and badminton, the institution of domestic leagues has been a shot in the arm for enhancing the popularity and quality of the sport in the country. However, other sports like hockey and volleyball have had mixed fortunes in creating an enduring product. Rugby administrators in the country are in a quandary whether to build on slow organic growth, as opposed to starting a league with a lot of marketing blitz.

“So far, everything you are seeing so far is slow, organic. You need a mix of both. To succeed internationally, you need more than just a ball to play with. You need to be able to get people to the game, the right coaching and more importantly, the right infrastructure in place to foster sustained growth. Rugby in India can only grow organically. Even if we were to get USD 20 million, we won’t be able to expand by a factor of 50 in a short time span,” said Mahesh Mathai, General Secretary, Rugby India.

However, he reckons that the game make become more popular in the short-term if a mass market sporting product were to be developed. “There might be more local support for rugby. Indian players will improve by rubbing shoulders with international peers. But we can only expand our base if there is organic growth. The best way to get a wider following is to make sure more kids play the sport. Exposure would be more if there’s a league,” he said.

While expanding the reach of domestic games has been a priority for the sport’s governing body, the lack of airtime on television channels has been a major setback, believes Nasser Hussain, General Manager, Rugby India. “It would definitely help to have a televised property – be it a league or coverage of the game we are already organising. It would help in creating awareness, understanding of the game, and in creating a fan base. All that will complement the organic growth that is going on,” he said.

Rugby India has benefited from support from corporates who are committed to the organic approach, which is slow, but leads to greater returns in the long term. The French bank Société Générale is one such sponsor that is invested to spreading the gospel of rugby in India. “They (Société Générale) have a very strong synergy with the values of the sport. They don’t tell us that in one year, we want to have our name out there – brand recall and things like that. We are looking at a five-year time frame to develop the sport so that it can be leveraged in the favour of all stakeholders,” Hussain said.

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Mathai said that it is in the interests of the sport that its management is helmed by those passionate about the sport, and not solely by corporate entities that are disconnected from the spirit of the game. “If you have money, but don’t know anything about a sport, you will never be able to grow it. It cannot be a few executives coming and saying, “We have X amount of money which we can double by doing this and this”. The values of the game are what make it special,” he said.

This is in contradiction with sports like football, where a tug of war between has emerged between the privately-run Indian Super League (ISL) and the I-League, for the status of the top tier of Indian football. “The participation of former players in running Rugby India helps because we can pass on our learnings and ensure that the sport is managed the right way, in keeping with the spirit of rugby. From the management point of view, the good thing is that every decision is made in the interest of the sport, as opposed to being run by outsiders in which case, money would become a major consideration. We are looking at a league or probably a TV property. We have built a solid foundation. It is a catch-22 situation. We have to decide which way we want to take the game forward,” Hussain said.

But the lukewarm response to other sports which have a niche following has held back Rugby India from expediting their efforts at launching a commercial property. “Every time we set a time frame, we look at other leagues that have worked in India – which is one and a half. The others have not worked. That is important for people interested in owning teams. You realise that it is not an easy thing. It is very well to say that Kabaddi league is enjoying some success. If you throw around some money and make something happen very quickly without the right foundation, it might not work. And that is something we don’t want to do. We don’t want to start a league that breaks down in the second year,” said Mathai.

Moreover, cash burn involved implies that franchisees may take many years to break even, underlining the fact that investment must come from individuals or groups committed to the development of the sport. “A lot of people might initially put their hands up and say they want to own teams. These might include people who don’t know much about the sport. Eventually, they’ll understand that it is money going away from you and not in the reverse direction. And so cut their losses and get out. It is not that we don’t want to start a league. We want to do it, but with the right people involved,” Mathai added.

rugby-sports-play-iStock-89 — For any niche league to succeed, you need the right people, with knowledge of the sport, and deep pockets.

Viability studies are underway, and Hussain reckons that only if the project is sustainable for 3-5 years since its launch, will Rugby India decide to go ahead. He cites the example of hockey, and the Hockey India League (HIL), saying, “It was a good property but its future in uncertain. Is volleyball (Pro Volleyball League (PVL)) going to come back next year? We don’t know. For any niche league to succeed, you need the right people, with knowledge of the sport, and deep pockets. Until we don’t have that, or are not assured of it, we are not going to jump into a full-fledged league,” Hussain said.

“For example, look at futsal. It was more of entertainment, than actual sport,” quipped Mathai.

The cold shoulder from the Sports Ministry has also hindered the spread of rugby to the Indian hinterland. For the past couple of years, Rugby India has received nominal funds to conduct senior, junior, and sub-junior tournaments. The allocated funds do not cover the cost of organising these events. “We don’t get any funding for the national team, and that is something we are in discussion with them for. We are in the ‘Other Sports’ category right now. We want to make it to the ‘Priority’ category. With getting the Olympic nod; it satisfied their internal criteria for disbursing funds. We are in conversation with them for Priority status, which in turn will release funds that can go directly into funding the national games,” said Mathai.

The sports code is being reviewed at the moment and Mathai reckons that rugby will find favour with the Ministry when they categorise sports based on their level of development. “We deserve to be in the High Priority list, with our recent results, which in fact, were down to our own efforts. It’s a chicken and egg scenario. We have managed to go ahead without support. But for a sustained medal push, you need support. Otherwise, you risk falling behind,” he said.

The lack of access to stadia has also been a major concern for the sport. “If we get access to state infrastructure, then we can progress rapidly. If you take out the 3-4 sports that actually get support, everybody else is in the same boat. In the new sports code, I hope we get what we are eligible for. We have never had a dedicated ground. That has been one of the biggest problems,” Hussain said.

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