I was surprised at the number of items under the 'Strength' column when I sat down to do a Strength, Weakness, Opportunity and Threat (SWOT) Analysis for the BCCI. But then when you consider that it brought the World Cup in to the sub-continent, almost wresting it from the MCC as it were, brought back crowd in hordes and started the path-breaking IPL on the lines of the UEFA Champions League, and the cash counters jingling, it is hardly surprising.
A SWOT analysis is usually carried out in industry to get an overall insight into the operation of a company and plan future course of action by bolstering the areas of strength and minimizing effects of the weakness. While opportunities have to be anticipated and seized upon when they present themselves, threat is omnipresent in any dynamic model and the BCCI would do well to perceive the imperceptible signs before long they explode to unleash its full impact.
The BCCI, with an approximate worth of $2 billion, is perhaps the richest sporting body in the world. When other sports associations are faction-ridden and operate as personal fiefdoms, the BCCI has conducted its affairs reasonably well and has grown in stature gathering enormous clout.
It brought the World Cup thrice to the subcontinent in 1987, 1996 and in 2011 when India won in Mumbai. After India won the World Cup in 1983, cricket grew in leaps and bounds and with the advent of satellite TV it has all but replaced every other know form of entertainment in the country.
When the IPL was introduced on the lines of the UEFA Cup, it created history with players like Sachin Tendulkar, Kieron Pollard and Sanath Jayasuriya rubbing shoulders playing with the likes of MS Dhoni, Muttiah Muralitharan and Doug Bollinger. This was a whole new ball game of carnival for fans and a market which saw leading brands eyeing for a slice in the ever enlarging cricket pie.
If players became overnight stars commanding huge sums, the authority running the show, the BCCI, became a power centre. Central ministers and ex- chief ministers came running to be part of the circus.
Such untrammeled power does bring its share of problems; the BCCI had a run-in with India's home minister when the centre refused to grant security to IPL2 as their dates was directly clashing with general elections.
Of late the BCCI is on a direct collision course with the sports ministry on the Right to Information (RTI) Act. It remains to be seen how this gets played out.
There is some valid criticism that fact past cricketers have little say in running cricket in the country.
The BCCI should realize that they cannot take on the government for long, no matter how powerful a body it may be. For cricket to survive you need grounds and maidans and most of these are owned by the government, state or centre.
The IPL is market-driven and is played as evening cricket consuming lot of power supplied by state electricity boards under the state government. In these days of terrorism where a 24 X 7 security blanket is a must, you need the government's support at every step. Reconciliation with the government while maintaining independence in its operations would be the best option for the BCCI.
STRENGTH :
1. The BCCI is the richest sports body in the world.
2. It is professionally well managed.
3. With political support by ministers at the centre and states, it has a very big clout.
4. It has helped neighboring cricket bodies in one way or other.
5. It is chiefly responsible for bringing the World Cup to Asia.
6. It earns more than 50% revenue for the ICC and brought back the surging crowd.
7. It ensured past cricketers are well taken care of through pension scheme etc.
8. It is a comparatively cohesive body compared to other faction-ridden and fiefdoms in other sports bodies.
WEAKNESS:
1. The BCCI is perceived as a 'big bully' in cricket circles functioning in an autocratic manner.
2. Ultimately its fight with the government, especially on RTI, can be its undoing
3. Its hard line against the ICC in matters such as the DRS can be counterproductive.
4. It must address a rotation policy to improve bench strength
5. Playing it safe in home pitches might disadvantage India when they tour.
6. No serious involvement to make the Ranji Trophy a 'catchment area' for Test cricket hopefuls.
7. It still does not really have a foolproof system in place for match-fixing.
8. It has no effective mechanism with WADA on drug testing.
OPPORTUNITY:
1. Must resolve issues with the sports ministry and bring better transparency in its operations.
2. Flexibility in approach and in its operation with the ICC.
3. Must get more cricketers on board to run the game.
4. Create a large pool of talented cricketers to cater to different formats and replacements for injuries.
5. Clean up their act, on IPL affairs especially IPL2 organized in South Africa.
6. IPL is a cash cow. The BCCI seized the opportunity to create a niche market and a Brand.
7. Take cricket to smaller cities and spread the base.
THREAT:
1. A hard-line approach with the government may work to its disadvantage.
2. The government may not give security which can jeopardize cricket in future.
3. The BCCI may be brought in par with rest of sports bodies and may lose its importance
4. Continued Secrecy on IPL finances and funding can result in legal hassles and the government clamping closure at some stage.
5. Too much cricket can turn public away.
6. Utilities like power, water belong to the government which may be stopped to make them come around.
Being aware of all the forces that operate simultaneously and taking effective steps there is no reason why the BCCI cannot continue to prosper both with the government and the ICC in a state of harmony.
Therein lies the wisdom.
- ER Ramachandran