COMMONWEALTH GAMES

DELHI2010

&

ITS BUSINESS IMPACTS IN

INDIA
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Dr. Rasananda Panda Darshita Shah (PGPIBM)

DhavalRaninga(PGPIBM)



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1.cAbout Commonwealth games 3
2.cCommonwealth Games 2010 4
3.cCost and Expenditure of CWG 2010 6
4.cFacilities and Business opportunities 8
5.cRevenue Generation 11
6.cMarketing Strategies for Commonwealth Games Delhi 2010 11
7.cBusiness club of india 13
8.cConclusion 15
.cReferences 15

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AcCommonwealth Games:
Œhe Commonwealth of Nations, popularly known as the Commonwealth, is an association
of independent sovereign states and dependencies spread over every continent. From Africa
to Asia, the Pacific to the Caribbean, the Oceania to Europe and the Americas, the
Commonwealth¶s two billion people make up one-third of the world¶s population, with a
common belief in equality, amidst the vast ocean of religious, racial, linguistic, cultural and
traditional diversities.
c
Œhe Commonwealth Games is a multi-sport event held every four years between 53
commonwealth nations, once colonies of the British Empire. Œhe first such event was held
in 130, then known as Œhe British Empire Games. Later, its name was changed to Œhe
British Empire and the Commonwealth Games in 154, followed by Œhe British
Commonwealth Games in 1 0, and finally, it assumed its present name, Œhe
Commonwealth Games, with the motto: Humanity, Equality, and Destiny.

ËcGrowth of Commonwealth Games:

Before 1
, the Commonwealth Games traditionally hosted only single-athlete events. In
1
, however, team sports were introduced at the Commonwealth Games in Kuala
Lumpur. For the first time, cricket, field hockey, netball and rugby s were contested. In
2002 field hockey, netball and rugby s again were contested, though cricket was dropped
from the schedule. In 2006 basketball was added to the program, but was again dropped in
2010, and field hockey, netball and rugby s were the only team sports contested. Œhe
Commonwealth Games have included disabled athletes since 2002. Disabled athletes
participate in swimming, athletics, table tennis and power lifting at the Commonwealth
Games. Since 130, the Commonwealth Games has grown to include athletes from 1
countries. In 2010, 6,0
1 athletes participated in 260 events across 1 sports. Only six
countries have competed in each of the 1 Commonwealth Games, including Australia,
Canada, England, New Zealand, Scotland and Wales.



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AcCommonwealth Games, Delhi 2010:
Œhe 2010 Commonwealth Games is the nineteenth Commonwealth Games, and the ninth to
be held under that name. Œhe Games are being held in Delhi, India from 3 to 14 October
2010, the largest multi-sport event conducted to date in Delhi and India, which has
previously hosted the Asian Games in 151 and 1
2. Œhe opening ceremony is taking
place at the Jawaharlal Nehru Stadium, the main stadium of the event.

³Come Lets Play´: with this message, Delhi is hoping to advertise and promote the
upcoming mega event: the prestigious Commonwealth Games 2010. India is set to host an
event of this kind after nearly thirty years, hoping, in the process, to propel itself onto the
world stage as an economic superpower, along with bringing about improvement within the
hosting city itself in terms of infrastructure, and also promoting sports culture in the country
as a whole.

Œhe Games ostensibly bring with them global media exposure, which could in effect make
or break India¶s image onthe global scene. However, one must question the rationale of
spending more than a billion dollars on a sporting event of this kind in a country like India,
which is already riddled with numerous issues of numerous kinds, and where the disparity
between the rich and the poor is disturbingly wide. Will this turn out only to be an exercise
in politician-induced patriotism and nationalism with political interests in mind rather than
welfare or progress, or will it really have notable positive effects on the community?
Especially considering the fact that India is a nation where sports culture is not as popular as
it is in the West?

One must also keep in mind that the money invested in such events comes from public
funds and the event should then benefit the public it derives capital from, not restricting
itself to the elite rich minority, while simultaneously ensuring that it does no harm to the
community. Other questions that arise, with particular relevancer, include the impact of
such an event on the lives of the people of the host nation, and its impact on the urban
scenario. Will the event lead to unplanned and unchecked development or any beneficial
development at all? Will the infrastructure established be utilized well post the event or will
it remain unutilized, and fall into disrepair? Can the country avoid economic debt and crisis
post Games which are a common phenomenon during events of this scale? Does the
preparation hinder, in any way, the lives of the city¶s residents? Œhere are numerous such
questions that arise with regard to such an event. It therefore becomes important for the
host community to keep in mind pros and cons of organizing such an event, before bidding
for the opportunity to do so.



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Delhi has already won the bid for organizing the Commonwealth Games in 2010, and it
might come as a rude shock to note that little or no planning has been done for the use of
this newly set up infrastructure after the Games are over. Œhe objective is to attempt to
search for and provide answers to concerns such as the above. Œhis brings forward, among
other things, certain valid points gathered through the method of direct interaction with
some key stakeholders in the event, and also through collecting and compiling information
available from the concerned departments, and also from the internet. Case studies have also
been conducted of previously organized events in other countries, to look more carefully at
the status of their progress, and at the impact of the Games on the host nation. Finally, based
on the findings obtained from the above, certain suggestions have been made to maximize
the returns on this investment, to ensure efficient use and maintenance of the established
infrastructure, its accessibility to all parts of the community, and the promotion of
sustainable development.

ËcGhat are the main stake holders of Commonwealth games 2010 ?

It is incumbent upon these stakeholders to undertake all measures, including adequate
financial provisions, to deliver the Games in the most befitting manner within the
framework of the Constitution, Protocol and Guidelines of the Commonwealth Games
Federation (CGF). Œhe key delivery partners are:

c Commonwealth Games Federation (CGF):Œhe CGF, headquartered in London, is the

organization that is responsible for the direction and control of the Commonwealth
Games. Œhe CGF is the supreme authority in all matters concerning the Commonwealth
Games.
c indian Olympics Association (iOA):Œhe IOA is the apex sporting body in India
responsible for the preparation and participation of competitors in the Olympic Games as
well as in events such as the Commonwealth Games and the Asian Games.c
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c Organizing Committee (OC):Œhe OC is thus empowered to plan, manage and deliver
Commonwealth Games 2010 Delhi. It was formed on 10 February 2005, as a registered
society under the Societies Registration Act 1
60 of India.

c Government of the National Capital Territory of Delhi (GNCTD):Œhe GNCŒD represents

the host city. It is committed to ensure the delivery of the required Games infrastructure,
civic infrastructure, amenities and services including beautification of the city to provide
an enjoyable experience to visitors during the Games. It is committed to comply with all
provisions of the Host City Contract.



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 c Government of india (Goi):Goi is the sovereign government of the host country that has
supported the Games since the initial bid stage. It is committed to ensure adequate funds
for the conduct of the Games to the OC as well as for the development.
AcCost and Expenditure of CGG 2010:
åc Ñnion budget Allocation for the commonwealth games 2010:

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åc Estimated infrastructure Costs of CGG :

Agency-wise estimated Activity-wise breakup of

(in Rs. crore) estimated(in Rs. crore)c
Agency Rs. % Activity Rs. %
GNCŒD 4 20 3 Broadcasting 463 4
SAI 24 5 1 Security 2
4 2
OC 162
13
Operational
MYAS 1503 12 162
13
expenses of OC
DDA 1153 
CityInfra.Develop. 4550 35
Min. of I &B 4
3 3
MHA 2
4 2 Venue Develop. 5214 40
others 6
2 5 Others 4 6

åc aidding for The games: an expensive deal:

License fee payable to the CGF 55 crore
Amount pledged for athlete training to each CGA 32.4 crore
Estimated budget of bidding submitted by IOA 1.61 crore



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åc Approximate cost of projects related to CGG 2010 (Govt. of Delhi data)

Name of project Cost(in Rs. crore)

Flyovers and bridges 5 00
road over bridges/road Under bridges 520
Stadia 650
HCBS 151

Augmentation of DŒC fleet 1
00
Construction of Bus depots 00
Widening of roads, strengthening and resurfacing 00
street lighting 650
Street Scraping 525
Improved road signage 100
Metro connectivity 16


New Power generation plants 35000
Water supply 50
Health 50
Parking facility by covering Nallahs 400
Communication and IΠ200
Total 66550

åc Games Village :

Stadium Cost
Indira Gandhi Complex 6
.21 crores
Yamuna Complex 2
5 crores
Mukherjee Swimming Complex 3 crores.
Dr. Karan Singh Shooting Range 14 crores
Dhyanchand Stadium 262 crores
Jwaharlal Nehru Stadium 61 crores
Œyagraj Sports 300 crores.
Khunna Œennis Complex 65.65 crores
Kadarpur Shooting Range 2
crores
Œalkatora Stadium 150 crores.
Main Sports Ground (DU) 135 crores


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AcFacilities & ausiness Opportunities:

Organisers of the Commonwealth Games 2010 are not only aiming at the provision of an
improved infrastructure and global media exposure consequently transforming the image of
the city, are also aiming to provide us with the legacy that will ensure the social, economic
and physical regeneration of the Delhi. Œhe Games will help to boost urban renewal and will
promote increased investments.

Œhe facilities can be divided as the following:

‘
:Œhe year 1
2 saw the first constructions of the sporting facilities in Delhi when
the Asian Games were organised for the first time in India. At that time 4 new stadiums
were built. Jawaharlal Nehru Stadium was the centerpiece of the Games, being the venue for
the opening and closing ceremonies and athletics. Œhe other major stadiums that were built
were the Indira Gandhi Stadium, Œalkatora Stadium, and the Yamuna Velodrome. Œhe
National stadium on the other hand was an exception, which was an earlier construction.
With time new constructions were made in Delhi with regard to sporting facilities and today
we have a number of sports complexes both DDA and privately owned along with 
stadiums out of which 5 are the new constructions for the upcoming Commonwealth
Games.




 India is intensively preparing for the event and has, as a result, a number
of projects in the pipeline for the sameAnd with another sporting event coming up in the
country at present, the city is being given a virtual facelift, that is inclusive of improved
infrastructure at large, along with better and more organised road and transport networks.

A number of the following projects are being sub-contracted to private firms by the
government, to ensure timely and quality development:

c Indira Gandhi International Airport

c Œransportation and road network
c Civic Services



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 c Hospitality
c City Makeover
Ëc —ajor business opportunities:

c Commonwealth Games 2010 is expected to result in an overall economic impact of USD

4,40 million on India\'s GDP during a period of four years ending 2012 and create an
employment opportunity close to 24. lakh.
c Œhe CWG and its spectacular extravaganza will give the Indian entrepreneurial scenario
a positive boost. Œhe ASSOCHAM survey reveals, India¶s ayurvedic, yoga and medical
tourism industries may earn Rs. 1,000 crore in the next three months. Œhe games have
given an impetus to Indian tourism as well as thousands of visitors coming India during
the ongoing games.
c Œhe CWG organizing committee is too hopeful to reap benefits from the games and that
they would be able to form new business ties with the Commonwealth nations.
Promoting business opportunities in the country and to establish India as a potential
business destination in the eyes of foreign spectators are included in the agenda of CWG
organizing committee. Œo fulfill the agenda, the committee had tied up with CII and
FICCI.
c Doordarshan may still be the same in disappointing television viewers with glitches and
faux pas, but the state-owned broadcaster is showing some dynamism in marketing the
Commonwealth Games: it has increased the advertising rates of the event¶s closing
ceremony by 150%, buoyed by a spectacular opening ceremony.
Doordarshan, which has exclusive rights to broadcast the Games, is demanding 2.25-2 .5
lakh for a 10-second spot during the closing ceremony on October 14, up from 0,000
per 10 seconds for the opening ceremony on October 3.
c Delhi Œourism and Œransportation Development Corporation (DŒŒDC), privatelyowned
hospitals in Delhi and NCR and Delhi International Airport are likely to earn revenues of
over Rs 540 crore through increased inflow of foreign and domestic tourists



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 c No free entry to Œaj for CWG visitors: nations will have to pay Rs.550 while other
foreign tourists will have to pay Rs. 50,"
c In a boost to the crisis-ridden Commonwealth Games (CWG), telecom major Airtel is
understood to have offered sponsorship of USD 1 million (about Rs 4.5 crore) to the
organisers.
c According to OC officials, a total of 10 sponsors and partners of the CWG have
committed to giving Rs 30 crore despite the Railways, the lead partner, yet to give its
promised Rs 100 crore. Other sponsors have also delayed their contributions.
c Mumbai, India (Washington Bangla Radio) Œhe Associated Chambers of Commerce and
Industry of India (ASSOCHAM) and Pricehouse Watercoopers (PWC) have
recommended to streamline ³FDI¶s regimes for Media & Entertainment Sector (M&E)´
by asking government to hike FDI¶s ceiling in FM radio from existing 20% to 4% and
Direct Œo Home (DŒH) services from 4% to 4%.
c In addition, the two institutions have also proposed that foreign direct investment¶s limit
in Cable Networks should go up to 4% from existing 4% and that of their share in
Uplinking a News & Current Affairs ŒV Channel be raised to 4% from current levels
of 26%.
c India expects foreign investments to the tune of around 30 billion in fiscal 2010-11,
reports IANS.
c Great opportunity to give due recognition to sportsmen

Ëc impact on various sectors:

India is aspiring to establish itself as a superpower through hosting this hallmarkevent,
and is all set to change the westerner¶s view of India as just being a land ofspices and
slum dwellers. It has in consequence intensified efforts to present a newface to the
world, with world class infrastructure, hospitality, facilities, etc.Œhe primary positive
impacts of the same are as follows:
åc infrastructure: Delhi will get a radical facelift on account of the Games. If the nature
and form of the infrastructure so created can be modelled in a manner that ensures its
adaptability tothe already existing infrastructure of the city (for instance, the stadiums,
entertainment facilities, parks, airports, roads, telecommunication, housing, hotels and so



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 on) which also includes the various temporary structures, the country can hope for
satisfactorily efficient use of the infrastructure after the Games are over.
åc Generation of Employment: Œhe Games being, at this point, the country¶s most
expensive and ambitious event requiresan efficient support system at all levels of
planning and implementation, which might enable the provision of very beneficial
employment opportunities, subsequently boosting the economic cycle.
åc investment in the region: Œhe growth and encouragement of sports culture in India that
could be brought about on account of the given facilities, might serve to attract more
investors even in the post Games scenario. Also, the Games are expected to boost to the
local demand during their duration,provided the economy maintains caution with regard
to the possibilityof oversupply.
åc improved Transport and Road Network:Another sector that is slated to witness
immense improvement is transportation: flyovers, bypasses, broader roads, a larger
metro system, an integrated Rail Bus Œransport system and a High Capacity Bus system.
åc Sporting Legacy:Œhe legacy of the Commonwealth Games Delhi 2010 will be toboost a
near-absent sports culture as a part of the daily life of every Indian,of all classes,regions,
and all ages as well, with special emphasis on the youth, the future of the nation.
åc Volunteering Culture: Œhe Games can also be hoped to develop and encourage
aculture ofvolunteering in the host country, preparing the youth with values ofhospitality
along with enhancing their life skills, such as self-awareness,etiquette, creative and
critical thinking, empathy, communication andInterpersonal relationships.
åc aoost to Tourism industry:Renowned globally for its rich cultural traditions as well as
its hospitality, India seeks to make use ofthe Games to encourage its tourism industry,
expecting visitors duringthe games as well as after them, once it has gained adequate
media exposure.
åc ânowledge, Skill Development and Education: Œhe host population can hope to gain
greater knowledge and skillsfrom staging a major sporting event such as these
Employees and volunteerscan achieve skills and knowledge in event organisation
andmanagement, human resource management, security, hospitality and service, etc.
åc improved image of the country: Œhe media coverage that comes with the Games can
be expected toreach over a billion people, providing a boost to the tourism
industry,attracting business investment, and further opening India up to theglobalised
world economy.
åc A Cultural Legacy: Œhe Commonwealth Games can also be hoped to enable
encouragementof cultural ideas, recognition and understanding of cultural identityand
cultural awareness. With the spirit and message of friendship,unity and peace, the
country aims to strengthen its cultural legacythrough the event.



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 As per the reference of times of india newspaper Œhe Œotal estimate Job opportunities in
various field of business:

ob Prospects CGG 2010

Airlines & Airports 250000
Hotel industry 150000
Œour Operators 35000
Eco and Medical tourism 15000
Construction 30000
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Unorganized Sector 35000
Ac Revenue Generation:

OC has indicated that they would be able to realize 1 0
crores as revenue from the
Games. Œhe details are given below:

The projected revenue for the

Games(2003) Rupees
crore
Grants - National Government 1021.5
Grants - State Government 35.1
Grants - Organizing Committee 1.13
Total Grants 1057.8
Revenue from sponsorships 450
Revenue from broadcast rights 2.
Revenue from licensing 5.
Revenue from ticket sales 2.
Total Revenue 839.66

Œill now OC has got commitment of ` 62 .20 crore as revenue out of which ` 264 crore
has been realized.

Ac—arketing Strategies for Commonwealth Games Delhi 2010

Ëcintegrated —arketing & Communication Elements
c Mascots, Logo & Slogans
c Bank Notes, Coins and Stamps
c Merchandising
c Bank Schemes
c Video Games & Films


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c OOH
c Colleges Involvement
c Multimedia
c India On Road Campaign
c Promoting in Other Sports Events
c Marathon 300,200, 100 days prior to event
c Online
c Post Offices & Other Government Institutions
c Corporate Advertising
Following some of the main Marketing Strategies which are described as follow.

åc aank Notes, Coins and Stamps:

Launch limited edition currency notes and coins for CWG. Famous Athletes or Stadium
can be imprinted on notes Postal stamps similar to the one introduced in 1
2 Asian
Games should be launched. Printing of CWG Inland letters and post cards.
åc —erchandising:
CWG specific outlets to be launched in metros. Vending machines dispensing merchandise at
metro & railway station. Partnerships to launch special merchandise like ± Mobile Phones,
Bags, Sports equipment. Specially designed for CWG Indian Art & Craft souvenir to be
promoted and sold across the world. Games merchandise like mascots, apparel, key chains,
mugs, t-shirts. Online shops to provide access to the merchandise all over the world.
åc aank Schemes:
CWG special Fixed Deposit Schemes with maturity during the games to increase spending
during games. Start events like Guinness book of world record signature campaign with the
objective to send Best wishes to our team throughout the country. Brand Government
initiatives like ³Green Delhi´ as ³Commonwealth Green Delhi´. Brand ³Delhi´ a ³Delhi
2010(twenty ten)´ in all announcements in railway stations, airports and state transports
³Incredible India´ branded with CWG and offer packages for tourism during games CWG
specific volunteer plan to generate participation from all sections of society.
åc Delhi is ready:
New Low floor buses can be used for advertising to promote games and Delhi outside and
inside India .Common Wealth Express Œrain can be launched to spread the spirit and message
of games all over India. CWG special Autos to be designed and plied across Delhi and other
cities. OOH ± Designer Buses, Autos & Œrains.
åc Schools , Colleges & Ñniversities involvement ± international:
Involve Indian students present in universities/colleges throughout the world, specially in
commonwealth nations. Indians abroad could be identified to promote CWG in their
universities/colleges. Material, videos and other relevant material to be provided to them to
promote the event.Online forum to discuss the events and the Delhi/travel related information



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 to be provided. Bringing out International Newsletter with information related to
developments in CWG and articles from eminent athletes.
åc Promoting CGG in other Sports Events:
CWG2010 can be promoted in other sporting events taking place in or outside India
Airtel Delhi Half Marathon - 1st November
South East Asian Games - December
Singapore Marathon - 12th December
Cricket India-Australia Series ± Nov/Dec 0
Youth Olympic Games ± Singapore , August 2010
Winter Olympics ± Vancouver , February 2010
IPL ± 3 April-May 2010
åc OnlineCGG2010 Gebsite:
Need for an exhaustive website of CWG India 2010With Queen Baton about to begin , we
need to cover each country in detail aboutGeneral Introduction , Culture ,Œourist Places
Sports Culture , Other stories about the country Website should have detail info about Delhi
Hospitality Facilities , Dos & Don&apostsetcBlogs and Forums

Acausiness Club of india:

Œhe Organising Committee Commonwealth Games 2010 Delhi has partnered with
Federation of Indian Chambers of Commerce & Industry (FICCI) and Confederation of
Indian Industry (CII) to launch the Business Club of India. It aims to market the XIX
Commonwealth Games 2010 Delhi and promote and facilitate business networking as
well as showcase the country as a preferred business destination for the global business
community. Its objectives are:
c Œo leverage focus on India through key business partnerships, both within India
and overseas, and enhance India¶s business reach at the Games
c Œo showcase India as the preferred business partner and destination through high
level networking events, conferences and trade shows
c Œo promote the business of sports and sports marketing
BCI has continuously worked to enhance business and investment opportunities in India. It
organised a series of business road shows in the following key business destinations along
the Queen¶s Baton Relay 2010 Delhi¶s International Sector, fostering business
partnerships:

c London with UK-India Business Council

c Birmingham with Birmingham City Council
c Glasgow with Business Club Scotland
c Mauritius with Mauritius Œourism Authority



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 c Johannesburg with Johannesburg Chamber of Commerce and Industry (JCCI)
c Œoronto and Ottawa with Canada-India Chambers of Commerce
c Melbourne with Australia-India Business Council), Austrade/Business Club
Australia
c Singapore Business Federation (SBF) in Singapore, Kuala Lumpur, Malaysia and
Colombo
Œhe Road Shows received a tremendous response for business tie-ups with South Africa,
Australia, Singapore and Malaysia. Œop business leaders, corporate heads cutting across
sectors such as energy, information technology, oil and gas, non-conventional energy,
tourism, sports industries, luxury goods, cuisine and food processing attended the events.

—ore Australian companies eyeing work in india's infra sector

About 1,000 Australian companies evince interest in doing projects in India every year
despite the challenges of "bureaucracy" and "delays" as opportunities outnumber these
impediments.
Already 4 Australian companies are executing contracts worth ASD
3 million for the
Commonwealth Games. Besides, At present, there are 60 companies working in the
infrastructure sector here.



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AcConclusion (Recommendations and Observations):

Ëc Œhere is a need for proper planning when organizing such international events to
minimize inconvenience to public.
Ëc Similar Development of infrastructure for sports should also be taken up in other parts of
country.
Ëc Indian Business Houses should also contribute for the development of Sports Talent
and Sports industry in India which has a great potential to bring laurels and business to
the nation with so much of extravaganza being associated with Sports.

AcReferences:

c Sellotape lagecy: by Boria Majummdar

c http://www.expressindia.com (CWG 2010 will result in economic impact of $4.4

bn)

c http://www.cwgdelhi2010.org (Business Club of India )

c http://en.wikipedia.org (2010 Commonwealth Games )

c FCCI survey Delhi 2010 Commonwealth and beyond

c http://www.slideshare.net (Marketing Strategies For Commonwealth Games Delhi

2010)

c Whose wealth? Whose commons? Research done by :Shalini Mishra, Shivani

Chaudhry and Miloon Kothari

c Commonwealth Games 2010 and Use of the facilities after the Games :
A business of hope
Submitted to Centre for Civil Society



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