Dependence on one form of sports not ideal, say experts

 The government, corporations, media and civil society should come forward to support sports beyond cricket with a long term roadmap, feel the experts.

"Dependence on one form of sports is not the ideal approach since that would lead to an unbalanced growth of sports in the country," said CEO, Coco–Cola India, Atul Singh.

Underscoring the need for creating platforms for going beyond cricket, Singh today said that sports like tennis, wrestling, football, archery etc..., where India has excellent talents, should be developed through corporate sponsorship and proactive government support.

Singh cautioned the corporations not to look for immediate results and dividends from sponsorship games other than cricket.

"There should be a long term and sustained approach to support such games. What is more important is creation of world class talents, who can capture the imagination of masses," Singh said during the CII Media & Entertainment Summit on India - The Big Picture.

David Hill, Senior Executive Vice President, New Corp said that sports gives country a national identity.

"India has a lot of dormant sports talents, which should be tapped systematically for national good," Hill said.

"Sports, is predominantly a middle class indulgence and with India's middle class touching one billion by 2025, sports would receive a lot of attention than what it is now," he insisted.

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