Cricket can learn ‘packaging’ from Chak De!

The ICL-BCCI issue is hot in the Indian cricket world. Belligerent sound bites fill the airwaves in talk shows and other programmes about the ongoing tussle between the Board of Control for Cricket in India (BCCI) and the Zee Group-promoted Indian Cricket League (ICL).

“However, there is no fundamental conflict between the two entities,” says Ms Latika Khaneja, Director of the New Delhi-based Collage Sports Management (CSM).

“Whatever differences are cropping up are due to politics: the TV right issues, personal ego clashes, and the economics of the entire cricket property.”

CSM manages contract negotiation and all ‘off-the-field’ business and marketing endeavours, including endorsements, promotions, and so on for sportspersons and celebrities.

The firm’s clients include cricketers such as Virender Sehwag, Ashish Nehra, Dinesh Mongia, Sanjay Bangar and Gautam Gambhir.

Having multiple sports bodies is a well-accepted practice all over the world, says Ms Khaneja, in an email interaction with Business Line.

“It is also very good for the players as it gives them options and careers outside of the pyramid of national cricket.”

According to her, the coexistence of two rivals will give “better pay packets to cricketers. For the public, the challenge lies with Zee to create a property that is interesting.”

On how the product offering should be, Ms Khaneja’s wish is that ICL steers clear of creating a me-too product and come up with entertainment and excitement, “because a head-to-head combat of Yuvraj and Dhoni with Dinesh Mongia and JP Yadav does not stand a chance.”

It’s all in the packaging, she adds. “Look at Chak De! India. A movie on women’s hockey starring none other than King Khan!”

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