CHENNAI: Talks on what makes a successful sportsman in the Indian context mostly centre around coaching, practice facilities and effort on part of individuals. Those who make it to higher levels know how big a role sponsorship plays. Even though a bulk of it goes to cricket, bat and ball isn’t the only sport enjoying concerted corporate funding.
TAKE Solutions, the Chennai-based global technology solutions and service provider, is a firm with focus on golf. Other than sponsoring tournaments, it funds six players. India No 2 SSP Chawrasia was the first, signed up six years ago. Chiragh Kumar became the latest this April. Youngsters S Chikkarangappa, Khalin Joshi, Shubhankar Sharma and Abhishek Jha being others suggests promoting promise is the priority, rather than reputation.
“The idea is to serve the society by taking part in the process of sports development. We want to help golfers perform at a higher level and choose them on basis of talent,” said HR Srinivasan, vice-chairman and managing director of TAKE, his love for the sport explaining why it was chosen ahead of cricket. They spend around `5 crore annually on sponsoring players and tournaments.
Srinivasan isn’t averse to cricket. TAKE Solutions sponsors Tamil Nadu’s junior teams, and has bid for a team in the TN Premier League. “We also support junior cricket in the US. But the idea is to get deep into one sport, and not bother about TRPs. We look at those under 25, with the ability to carry our brand. There is a system to assess, but we don’t put them under pressure.”
For an Indian pro to play around 20-25 events on the Asian Tour costs in the region of `30 lakh annually. For Chawrasia, a regular on the European Tour, it comes to `75 lakh. Although individual sponsorship amounts are not disclosed, the six sponsored by TAKE have 50-75 per cent of annual expenses covered. It’s a significant figure, because of over 100 professional Indian golfers, not more than 15-20 players have sponsors.
“I was without a sponsor, even after winning an European Tour event. It was mostly about making the cut those days, rather than playing well. Uncertainty dominated thoughts and cluttered the mind,” said Chawrasia.
“Knowledge that we have a sponsor allows us play more freely. It makes a lot of difference,” added Sharma.
As extension of the programme, TAKE authorities have tied up with Sri Ramachandra Arthroscopy & Sports Science Centre. Barring Chiragh, who is playing abroad, the other five visited the facilities on Monday. They can use them and receive expert advice on fitness, injury prevention and other aspects.
atreyo@newindianexpress.com