ABSTRACT
Case Summary The case briefly traces India’s long history of sports activities dating back to the Vedic Period, from which games like chess and polo evolved.It examines current popular games and sports events in India and studies the reasons for poor performance and lack of interest in most games and sports events. It offers sports marketing as a useful method of developing these because the generation of funds through promotion and sponsorship depends on the popularity of the event. While pioneers in this area could choose sports and events that were already popular, later entrants can benefit by developing and promoting those less popular. In a country which has divergent cultures, the possibilities offered constitute a wide spectrum. The case also takes into consideration governmental support for sport.
