Sports - That’s the way the money goes

There was news of 12 players from Kandy sports Club pulling out of the National Pool Previously we also saw Kandy Sports Club withdrawing from the Clifford Cup Knock out Tournament. There have also been reported incidents of misbehavior at school matches. We also heard of a possible non participation of a Colombo Club in the Sevens to be conducted in Galle. The team has subsequently confirmed its participation. The rights or wrong of these actions is not what I intend to discuss. The questions that arise from these issues have another dimension; the view of sponsors.

Sponsorship has become an important part of the Sport. Whether at the national, club or school level, the search for sponsorship has become vital to the funding and growth of sport. Rugby in Sri Lanka has had its financial support received at all levels of the game.

If not for the sponsors, organizers would have found it difficult to meet the commitments of expenditure. Or else the fans would have to pay more than they would do as at present.

Sponsorship means that big prize money can be paid and events organized without the spectators having to pay huge admission prices. It is also the difference between an event or team continuing in existence or having to go under.

Sponsorship is no longer a handout but an investment to business houses. There is an obligation on the part of the receiver. Sponsors expect that their name will be brought to the attention of the public. An event may be named after the sponsor, or the sponsor's name will be prominently displayed on advertising boards or on the shirts of the players. The sponsor's name will be seen on the TV and in newspapers, and will be heard on the radio and in everyday conversation. It is good for a sponsor's image to be linked with a popular, pastime like rugby which is a sport that has a regular following. This year we have seen an increase in spectator attendance and reports are that there is a huge TV audience.

For the demand to continue the game must sustain without petty squabbles and issues that take self above the game. Sponsors like to be associated with success. This will require the recipients of sponsorship to raise standards - it is for the teams to attract more or better players. When teams refrain from participation the expectation may not be met. There can always be second thoughts when review of next year comes around.

The sponsor needs to receive enough publicity for the amount of money they have given. If a team or event is a success and attracts media attention, then the sponsor has had good value. What effect will the pull out of players from Kandy have on the spectator audience at the grounds? What repercussions will it accrue in the future if the value of the tournament drops with less spectator interest?

It is a question as to whether the importance of mileage to sponsors has been understood or does clubs still live in a world of the donation era. The money was small and was given more as a gesture of goodwill. Today the situation is completely different with the sport reaching marketable standards. The amounts involved are bigger and the recipients of the benefits cover a larger net.

The sponsors are bound to suffer when teams pull out of tournaments. It is said that some of the sponsors have communicated their displeasure to those involved in non participation as well as to those who intended not to participate in the sevens tournament. This brings in a new dimension to the game where the demand of control and direction comes not only from the controlling body but also from the sponsors. The clubs too will have to think more strategically as they receive benefits. The deal of sponsorship must be viewed as a business relationship. Similarly associated to a club and its image is the players who represent the club. In this scenario when players drop out of the National Pool the sponsors too will be affected. This then will have an impact on the attraction of the game. It may be that there will be satisfaction of thinking of that we have stood together over an issue. The bearing it has on the game will be more. The better Sri Lanka performs the better will be the image of rugby. This then will follow with more interest of sponsorship. If the game standards drop the interest will go else where. Who then will suffer? It will include the player who is the final beneficiary. This thought has to be in the minds of club administrators who have to push their players with the national cause.

If the sponsorship deal will not be a win-win situation the possibility of future agreements attaching clauses where release of funds will be in parts is a possibility. This can cause immense financial pressure to clubs. Thus there is a need to rethink where action is contemplated.

The sponsor expects his image to be associated with the game. Therefore a club or school associated in actions that create a bad image will be unfavorable to the interest of the sponsor. This is another area that has to be well thought-out by clubs and schools where incidents which are not in the interest of the sport are taking place. Players must be ambassadors of goodwill while supporters must enhance the image of the team they support.

Recently we witnessed a new sponsor at school level rugby. The final ended in chaos with mayhem directed at the referee. This was a tournament that was hastily organized. The scenes of violence were shown over and over in the media. The authorities responsible for the tournament are still beating around the bush with no action forthcoming. With no damage control done what impact will it have on the sponsor.

In an era of corporate social responsibility the Corporate will not be interested in being associated with indiscipline. These are areas for changed thinking in the light of the development of the game and the role played by sponsors. The dependence on sponsorship is very much a part of the game. The council cannot be seen as weak body when it comes to reviewing issues. Issuing statements damaging the game must be looked at with the contents of the contract of players with the union. The union must be in control and not show to be controlled.

Dependence on sponsors cannot be underestimated. An example in history was when national league basketball was televised by channel 4, the sport was inundated with sponsors and a lot of money, but when channel 4 pulled out so did most of the sponsors and almost caused a collapse in the League.