Success in India: Sound Long-Term Strategy & Professional Execution

It is true, India is a land of opportunity for international sports properties. With over 600 million internet users and 800 million people watching television in the country, there are clearly ample opportunities to expand one’s global presence, business and impact through an ‘India plan.’ So it is no surprise that my IOT colleagues and I have meetings and calls with some of the biggest global sports brands on a weekly basis all interested in the same thing: generating revenue from India through quality content, programming and partnerships. While this sounds easy enough, especially for organizations that have achieved billions of dollars in revenue, somehow companies continue to struggle to understand how to best leverage the India opportunity.

It’s actually quite straightforward. In order to achieve success in India, all that is required is a sound long-term strategy and professional execution.  It doesn’t matter what the profile of one’s brand is globally, what matters most is that the organization has a clear strategy and ensures that the small things are done at the highest degree of professionalism – no cutting corners.  Also, ROI expectations must be realistic or feelings of impatience, frustration and heartache are almost a certainty.  And, one must have the confidence and flexibility to create a customized offering for India versus using international templates and also have the ability to course correct if and when necessary. Finally, one must conduct extensive research before choosing a local partner – and always go with the most professional firm instead of the group that has the biggest name and throws the best welcome party. 

One organization who seems to understand this basic approach to achieving success in an international market is Major League Baseball (MLB).  Thanks to their two decades of experience with building baseball in East Asia, they just ‘get it’ when it comes effectively and efficiently expanding into a new country. From our first meeting with their Vice President of International to every subsequent MLB interaction or on-ground activity that I’ve been a part of, I’ve only experienced clarity, conviction, professionalism and, most importantly, humility.

It is encouraging to engage with individuals who dream big and, at the same time, are grounded enough to take the guidance, advice and support from local partners who have a strong sense of the market. It is exciting to construct long term strategies with some of the best minds in global sport and then, with the same individuals, put equal effort into professionally executing a grassroots event on ground. And, it’s refreshing to speak with international organizations about India expansion and have commercial gains discussed as a result of sound strategy and professional execution versus the starting point to market entry. 

This past weekend I attended the MLB Coaches Clinic in Mumbai where MLB was training the first generation of Indian baseball coaches. It was fascinating to witness moments that will serve as building blocks for the introduction of a sport in a country as populated and culturally diverse as India; as I’m a firm believer that each time a sport ‘makes it’ in India, the global sports landscape transforms. On a separate note, the clinic provided me with the opportunity to share my appreciation for baseball with some of our cricket-crazy GISB students through a thrilling ‘friendly’ match with MLB management and IOT staff.  It felt so good to swing a baseball bat and put on glove nearly two decades after my Little League days. 

Here are some pictures from the workshop: