Module 2

MODULE 2

ROLE OF THE STATES IN INTERNATIONAL SPORTS LAW

ROLE OF GOVERNMENT IN PROMOTING SPORTS:

It is the role of government to look into the welfare of the people and to promote things that
helps to make it’s citizen happier.The Government after considering the pride and honour the
sports people bring in for our country is determined to take the sports to the next level by
supporting the sports industry in all possible ways. Various countries around the world strive
to promote the very spirit of sports in youngsters by implementing effective policy.

A Department for Sports has been established in every State to take care of the process of
development of sports. Various financial assistance has been extended to the people who
excel in this field at district level, state level and at national level as well. .As seen in the
previous module we can ascertain that sports athletes and sports persons are being given
scholarships and special quotas in academic institutions.. The government provides such
encouragement owing to the fact that sports in a way contributes to the economic growth of
the country .

IMPROVEMENT OF SPORTS:

=> Procedural frame works are set up and supports individuals in all or a specific gatherings
and territories to participate in game and diversion or to improve their execution to more
elevated amounts of capability.

=> Ensuring the pathways and structures are set up to empower individuals to get familiar
with the fundamental development aptitudes, take an interest in games of their decision, build
up their ability and execution and achieve dimension of perfection (Collins, 2010).

India is a developing country and the various organisations are taking initiatives to help in the
advancement of sports. We need our approach producers to observe the changing occasions
and needs of the nation to make positive arrangements and build up a good situation for the
improvement of Sports.

SOME OF THE PERTINENT STEPS TAKEN BY THE GOVERNMENT’S AROUND
THE WORLD IN PROMOTING SPORTS:

While, considering the various steps taken by different countries around the world, it is
interesting to note that the Government of India came up with five main points in developing
the very spirit of the sports in our country.

THE FIVE FOCAL POINTS ARE:-

1) EDUCATION:

Educating the youngsters and bringing about the sports as a part of the student’s curriculum
in various educational institution. As seen above the benefit of sports is not only confined to a
particular thing but it is wide. Apart from contributing to the physical health as well as mental
health it also contributes to acquiring team spirit and other leadership skills. Further, research
suggest that students who play sports are more attentive, active and interactive than those
who do not play.Keeping this notion in mind The Government of India is considering to
make sports mandatory part of the curriculum atleast at the school level.

2) INFRASTRUCTURE:-

Looking at this aspect broadly we can find that the sports facilities and infrastructure in our
country is comparatively low compared to other countries around the world1. The
government must fund the schools to have much aiding infrastructure with enough sports
equipment. Most of the existing infrastructures in the educational institutions are also utilised
only during the working hours and after that they remain unused . This problem must be
strewn away and the youngsters must have access to these facilities even after the working
hours. This will encourage and motivate many youngsters to avidly take part in the sports
activitie. This very thought must be explored and necessary steps must be taken.

3) MESSAGING

It is very important to take the sports to greater level and it is much more important to teach

people that playing and internalising the very essence of sports is much important than mere

winning. Laurels and trophies can be won at any point of time but the spirit of sports must not

be lost. More than seeing sports as just a business or as a mode of contributor to the economic

development of the country, it must be seen as a source of well-being of the people residing

in the country. Correspondingly, schools should be told about significance of instilling a


1 ‘Present status of sports infrastructure in India and necessry recommendations for further development’ (Sports

Venue) https://sportsvenuebusiness.com/index.php/2018/01/29/present-status-sports-infrastructure-india-
necessary-recommendations-development/ accessed on 10th May 2019.

sports committee by dodging over accentuation on scholastics and getting ready for
examinations as the sole criteria for implementation In this way it is very essential to promote
the importance of sports by teaching its benefits to the children right from the very young
age.

4) INVESTMENTS:

Sports sector is gaining enormous significance through the decades and will grow further to
attain the period of glory andemphasis2. But is very important for various brands to invest in
this sector so that the sector can attain further growth. Sports industry is definitely worth
many billion dollars and it is also important to articulate that it is much bigger than the film
industry. A proper regulatory body must be formed to implement this promotion process by
the huge brands which will play a huge role in developing the sports industry.3

5) RESPONSIBILITY:

The companies have an allocated budget to implement and execute the corporate social
responsibility aspect of their company. They use these funds to create a positive impact and
to contribute to the social good. Measures must be taken in such way that these corporate
giants must realise how important role sports play and how significantly it can change the life
of people aspiring to create a career for themselves in this field. Many aspiring people get
demotivated due to lack of financial aids. The huge corporate companies must identify such
talents and fund them as a part of their corporate social responsibility.

OTHER COUNTRIES LIKE NETHERLAND AND CANADA

The two governments advance superior games in comparable ways, however utilize
distinctive procedures to advance recreational games and physical exercise.The Dutch
methodology is portrayed by utilizing time-restricted projects concentrating on upgrade of
games framework and between area cooperation in which districts have key jobs. The
Canadian government advances recreational games in handicapped populaces by supporting
projects by means of respective concurrences with regions and domains. Moreover, the
dimension of mix of incapacity sports into standard games varies between nations.

2019’
2 https://brainly.in/question/4079926
3Darren Heitner, ‘Sports industry to reach $73.5 Billion by
https://www.forbes.com/sites/darrenheitner/2015/10/19/sports-industry-to-reach-73-5-billion-by-
2019/#66122ac21b4b accessed on 20th May 2019.

The discoveries of this investigation may rouse strategy creators from various nations to gain
from each other's strategies so as to advance national ways to deal with advance controversies
related to sports and In all dimensions.

Suggestions for recovery

It is prescribed for arrangement creators of national governments to create and actualize
approach programs that advance games and physical exercises among individuals with
inabilities as a result of its potential effect on working, cooperation, personal satisfaction, and
wellbeing.

There must be some sort of awareness for the disabled people that even they can come out
and play sports and develop a network in the field of sports for themselves.Also the family
members of the disabled persons must be provided with sufficient informations on the
opportunities available to the handicapped individuals.

It is prescribed to set up worldwide joint efforts to create and share information about
powerful and manageable national ways to deal with advance games and physical exercises
among individuals with handicaps.

By definition, a worldwide open is a decent that the market can't deliver, so sport occasions
verifiably dont fall here. Be that as it may, sport groups and offices can bring society and
instruction and wellbeing, so they are an open decent. No case of this is superior to the
Olympics.

The catchphrase in this statement is that organizations are joined together, for the
organizations are private associations that clearly likewise speak to their very own
advantages. The Olympics have rolled out various improvements to build their benefits:

§ opening to the two novices and experts (1981)
§ utilizing Olympic images financially (1986)
§ interchange summer + winter (1986)
§ formation of worldwide advertising program (1986)

The Olympics also have been earning additional money from broadcasts each year. In Rome
(the first televised games), the total broadcast fees were $1.2M, with CBS paying $500,000

for exclusive rights. In 2004 (Athens), total broadcast fees were $1.603B, with NBC paying
$793. In 2008 (Beijing), fees were $1.8B with NBC paying $893M, and in 2012 (London),
NBC has already paid $1.181B for exclusive American rights. The expected total broadcast
fees are approximately $2.4B.4

Apart from inspiring many we must agree that sports significantly contributes to the
economic growth.

A huge part of the country’s treasury is filled with the help of the money generated from
sporting events like the Olympics ,common wealth games, the league cricket
matches,kabbadi matches and the foot ball matches that are conducted around the world.The
medias ,advertising agencies and sponsors pile up to fund the event as a way of promoting
themselves. So sports can basically be charecterized in the current scenario as a public good.

FACT: IPL’s contribution to the country’s economy goes way beyond the ticket sales. The
key benefits and opportunities that arise are employment generation across sectors, tourism
development, support of tier two cities providing key media exposure and development of
cricket and sports participation across the country.

It isn’t just the administrators or the players that are benefitted from the tournament. IPL was
the perfect property, a lot of brands were looking for. This was one of the major reasons why
Rupert Murdoch’s Star India was ready to pay $2.55 billion to buy the five-year global media
rights of the Indian Premier League (IPL). Interestingly, Facebook was willing to spend $600
million just for the digital rights of the tournament for 2018-2022, compared with the $45
million the rights were sold for less than three years ago to Hotstar.

The excitement around this league can be really understood by the fact that even the IPL
2018 player retention event attracted 8.1 million viewers and quickly became the most talked
about topic on social media.

Controversies have done the least to affect IPL’s image. After Pepsi pulled out as the title
sponsor of the IPL in 2015 due to match-fixing scandals, it took BCCI just days to find a new
sponsor. Chinese phone manufacturer Vivo took up the role and recently renewed its contract


4 ‘Professional Sports: public or private good, https://benschnell.wordpress.com/2012/05/14/professional-sports-
public-or-private-good-10/ accessed on 20th May 2019.

at an increased rate of 554 percent over the previous deal which will cost it about $340
million for a period of five years between 2018 and 2022.5

REGULATION AND CONTROL BY UNITED NATION

SPORTS AS A MEDIUM TO EMPOWER GIRLS:

We could closely observe that women have started establishing themselves equally to men in
various fields. Women playing sports was always looked upon as a not so common thing.
Women around the world were demotivated deeply from getting to play the sports of their
choice as in olden days. There was a common belief in the minds of individuals that the
women were merely confined to do the chores within the four walls of their house. But this
mindset has clearly been thrown away from the minds of people as they saw the potential of
various women establishing themselves in the field of sports. They not only made their
family proud but the entire world were proud of their potential and were awe struck. The
united nations also takes various steps to further encourage women so that more women
around the world are inspired to participate in sports.In numerous nations, it has been
perceived that game can be a power to intensify ladies' voices and tear down sexual
orientation obstructions and separation. Ladies in game oppose the misperception that they
are powerless or inadequate. Each time they clear an obstacle or kick a ball, exhibiting
physical quality, yet additionally authority and vital reasoning, they make a stride towards
sexual orientation correspondence. There is great proof that investment in games can help
separate sexual orientation generalizations, improve young ladies' and ladies' confidence and
add to the advancement of administration aptitudes. Second, ladies and young ladies keep on
confronting segregation in access to sports as competitors and observers, and disparities in
elite athletics, media inclusion, sports media and sponsorships.In Brazil, a joint UN Women
and IOC programme works with the National Youth School Games and targets adolescents to
advocate for the messages of equality and non-discrimination, non-violence, girls’
empowerment and to positive masculine traits among boys. The programme is reaching out
to girls aged 12-14, using quality sports activities to build leadership skills. It aims to foster
self-esteem, support positive and healthy decisions, and help prevent gender-based violence.
The programme also engages boys and girls aged 12-17 to challenge negative gender


5https://www.financialexpress.com/sports/ipl/ipl-economy-what-the-cash-rich-league-adds-to-indias-
gdp/1025063/

stereotypes and be partners for positive change.Sport is an area in which we can leverage our
partnerships and engagement with different audiences to teach everyone that gender-based
violence has no place in it, on or off the field, anywhere in our lives and that a future where
all playing fields are truly level for all women and girls can be achieved. During the World
Cup in Brazil, UN Women launched a mobile application “Clique 180” to help women
victims of violence access information and services.Together with the UN system and as part
of the Secretary-General’s UNiTE to End Violence against Women campaign, UN Women
promoted the distribution of stickers during the FIFA World Cup that read “The brave are not
violent” to educate soccer fans about the responsibility men should take to end violence
against women and to combat gender stereotypes.UN Women has established a great
partnership with the Valencia Club de Fútbol (VCF) through which we are working to change
stereotypes, challenge misconceptions of masculinity and VCF is becoming a gender equality
champion and mobilizing resources for UN Women’s mandate. We have been able to voice
our gender equality message from a different speaker — a football club — and share the
gender equality and women’s empowerment message in a new way and with an audience not
necessarily familiar with our work — the football stars, players and football fans. This is UN
Women’s first global partnership with a sports club and VCF is a key partner in the sports
sector and industry to communicate the gender equality and women’s empowerment agenda
to its particular audience while contributing to the core resources of the organization. The
partnership aims to promote gender equality and features the UN Women logo on players’
jerseys, stadium banners and in the club’s social media. It also includes special matches and
soccer clinics all over the world.6

PROTECTION OF TRADITIONAL SPORTS AND GAMES:

An option in contrast to unscrupulous and uncalled for game practices

Not expose to globalized monetary stakes of great games, nor to an equal journey for
execution and results prompting risky and illicit practices that UNESCO International
Convention against Doping in Sport prominently endeavors to direct, TSG offer
governments, sports development and natives, the chance to manufacture feasible and moral
game and social practices.


6 Lakshmi Puri, ‘Sports has huge potential to empower women and girls’ (UN Women)
http://www.unwomen.org/en/news/stories/2016/2/lakshmi-puri-speech-at-value-of-hosting-mega-sport-event
accessed on 21st May 2019.

Engaging individuals towards peaceful social orders

The significance of this elusive social legacy outstandingly depends on the intergenerational
and intercultural exchanges that keep up these customary works on living inside networks.
Building intercultural discourse and advancing moral qualities through TSG cultivates a rich
soil for youth strengthening and the improvement of harmony between and inside networks
and social orders.

Universal Recognition

First stone of the procedure, the Declaration of Punta del Este (MINEPS III) went for
advancing the shielding and improvement of TSG through the elaboration of an overall
rundown of customary diversions and sports and legislative help.7

MARKET SERVICES AND SUPPLY OF SPORTS SERVICES

Sports industry is developing in a speedy basis and more and more people are participating in
this sector day by day.Sports related retail businesses have started flourishing over the
time.Technological influences and Governmental initiatives have contributed in this good
development as we see it today.The sports related retail business is gaining huge competition
oin the market.Many companies are coming up with various innovative sports product and
aim at getting themselves in the market as a very reputed brand.

Example:

§ Nike’s digital marketing push with snkrs and nike training app
§ Lululemon’s digital storytelling with #thesweatlife
§ Adidas’ video content marketing campaign with boston marathon8

Sports like cricket, volleyball,football and other racket games like tennis and badminton have
gained huge spectators both in live and media aspect.These are used as platforms for big
companies to advertise their products and services as well.A very good marketing criteria of
sports equipments has become the need of the hour and various companies are coming up
with ideas regarding the same. On looking at the advantages that this will put forward we
vcan say that there is huge pontential for very good sales to take place but looking at the


7 https://en.unesco.org
8 https://www.launchmetrics.com

negative aspect we can say that though the companies have huge marketing networks but the
financial aspects of the company will go for a toss while taking this risk

Sports goods and supplies can be either tangible or intangible. Health and fitness equipments
in the field of sports have huge market because the people who enter the field of sports have
increased and to hold the good position in sports it is very important to have a proper fitness.
Otherwise also people nowadays are prone to heart diseases, obesity and diabetes very
easil.The people are increasingly getting conscious regarding their health. So the health and
fitness equipments are having significance in the retail market9

Most of the sports shops are built within 500 sq.ft and are found in lively places of the cities
and that helps us ascertain that people are accepting sports as a part and parcel of their
lifestyle. The retail business men should understand the consumer behaviour in this field and
must take clever advantage of this change and must earn huge profits

Researches suggest that sports good retail businessmen could earn more by concentrating on
the sales of technology oriented sports and fitness equipments and foreign branded
equipments like the highly branded companies that have successfully marketed themselves in
the sports accessories and shoes sector

SERVICES OFFERED BY SPORTS GOODS RETAILERS:

Ø Sports good suppliers analyse the necessities of consumers and provide them with
goods that match their want.

Ø They provide goods in quantities that suffice the consumer needs
Ø They create utility for the goods
Ø They help the manufactures earn a living and to develop their business through

advertising their products
Ø They offer various other services to the consumers like free delivery of the goods

bought saving their time and energy.

MARKETING:

Marketing is often misunderstood with the very concept of selling. Marketing is done inorder
to increase the selling.The very scope management in each of the technique itself is
different.The four P of marketing are product, place, price and promotion.


9 https://shodhgangotri.inflibnet.ac.in

The geographical location, ther way the consumers in a particular place are habituated to
particular sport is very important to be understood.The quality and range of the sports product
are also very important.The ambience and elevation of the shop, the employees addressing
the customers must also be sweet and kind and after sales services also must be improved
inorder to promote sports
Allstate – The insurance company sponsors NASCAR driver Kasey Kahne. His car is
covered in prominent Allstate ads and he appears in the company's print and TV ads.
Reebok – The sneaker maker lead one of the most memorable ad campaigns of all time when
they created a fictional rivalry between decathletes Dan O’Brien and Dave Johnson. This
created buzz for both the Olympics and Reebok.
Coke – An iconic ad featuring football player Joe Green signing an autograph for a young
boy helped introduce the slogan “Have a Coke and a smile.”
StubHub – The ticket agents featured a common sports sound, the buzzer signaling the end of
a period, at the ends of their ads. When fans heard the sound in the course of a game, they
thought of StubHub.
Budweiser – The beer maker invests heavily in TV marketing during the Superbowl. Viewers
look forward to the humorous new ads almost as much as the game itself.
Citi Bank – The company paid millions of dollars for naming rights to the home field of the
New York Mets, now called Citi Field.10
The state must look into each one of the above mentioned things to implement measures to
develop sports in the country.Intervention of state in the field of sports is very important and
the need of the day owing to the various benefits given by the sports


10 ‘Sports marketing’ https://www.marketing-schools.org/types-of-marketing/sports-marketing.html accessed on
19th May 2019.