It reflects a light that burns in all of us
- the desire to transcend challenges, the courage and aspiration
to achieve something that few have, and the warmth that keeps us
bound together. Such are the ideals symbolised in the emblem of
the great aggregation called "East Bengal". Let it lead
the country into a football era that has not been witnessed before,
with the promise of hope to Indian football and joy to its countless
fans all over the world.
I have often wondered why India and Indian clubs stagger so miserably
in comparison to world class teams. Is there a lack of talent? Is
there a lack of enthusiasm? The answers to both the questions is
a strong negative. Football in West Bengal, and also some other
parts like Goa, is a very popular sport. The only reason that ails
football in this country of millions that has failed to qualify
in the world cup even once is - mismanagement! Whether it be the
ridiculous bureaucracy of the associations/ federations, the lack
of a sound approach in managing tournaments, failure to merchandise
football as an entertainment value in today's global corporate culture
- the single biggest reason is poor management. That and a lack
of vision.
Sports has taken a back-seat in India. Organisation and training
facilities are poor and choosing a sporting career is never encouraged.
To expect world class performance in such a back drop is perhaps
to nurture an illusion. Yet once in a while there is a beacon of
hope - when an Anju George wins a medal or a East Bengal lifts a
cup!
But such instances are rare and quickly forgotten, and it's not
too long before a lackadaisical approach hits performance. A professional
approach to managing sports would certainly solve a lot of problems,
ensuring a strong team, a solid bank balance, top notch sponsors,
media exposure, business opportunities, world class infrastructure,
and opportunities to play abroad. With its rich heritage, East Bengal
is now at a juncture where it needs to grow - from a prime player
in the national scene to one of the top clubs in Asia. To match
those standards, it is necessary to evolve, along the lines of successful
clubs, into a strong and professionally managed organisation. Given
the limiting circumstances in India, it is no doubt a formidable
task - but therein lies the challenge.
As a well wisher of the club and of Indian football as well, I
have summarised some solutions that, if implemented, could be of
tremendous value in the long run and help the club evolve into a
top tier asset:
1. Hire professional managers: The idea is to get a few people
in executive positions with sound business management skills. This
could be done by new hires or getting the existing ones enrolled
into a good management programme. What you invest now will come
back manifold later through smoother operations.
2. Make use of the media: Not only through television, but the
internet. An internet website would be an excellent boost. There
are a ton of things you could do through a good website - host club
and team information, sell official merchandise, sell tickets, sell
memberships etc. This would be available to the whole world.
3. Sell your merchandise: Create a channel by which you could market
club memorabilia like jerseys, toys, caps, pens etc. These could
be sold in select retail locations and also through the internet.
Build the East Bengal brand. Hire an advertising / consulting company
if need be.
4. Invest in training infrastructure: Invest in world class training
equipment for the players. Think of a tie up with a professional
level fitness company (like 24 Hour, Bally's or at least a Talwarkar's)
that could provide an ultra modern gymnasium, swimming pool, sauna,
spa etc. right in your club complex. You could also think of allowing
external membership to other players and select public at a fee.
5. Emphasize Theory: Arrange for coaches to attend training camps
overseas. This way, the coach's experience is fortified with cutting
edge techniques and theory. Invest in a good library of video tapes/discs
of past matches. Create a good projection room where everyone could
discuss tactics. Research into what top level clubs worldwide use
for theoretical training. Hire a professional psychoanalyst, at
least on a consulting basis, to inculcate motivation and confidence
in players. Use latest techniques of physical and tactical training.
6. Nurture talent: Tie up with schools in WB and elsewhere to sponsor
interested students with skills. Develop a football academy to discover
and hone new talent - we have a lot of that being wasted due to
absence of opportunities. You could tie up with TFA who has expertise
in that area.
7. Prioritise overseas exposure: This cannot be undermined - the
more of it you get, the better. Play less national tournaments if
need be, but make sure you remain in touch with international teams.
Collaborate with a club of choice overseas. Let it become your co-club.
Have football sessions with them - share theory, players, and culture!
8. Rope in more sponsors: It's not uncommon to have more than one
sponsor for a team and everyone could use more money that the sponsors
would bring in. Tie up with some of the big sports goods companies
like Nike or Adidas.
9. Create an inspiring image: Build lasting relationships with
the media, and the football federations. We can't change them, but
good relations go a long way. Let the outside world know about the
positive things happening in the club.
10. Think big: How about a new indoor stadium with Astroturf so
players could have easy year-round access? If that's too much, think
of upgrading the current one to a top-of- the-line stadium.
All said and done, the primary objective is to play at a level
that the better teams of the world are at today. A good track record
is important, and to that effect, nothing can substitute a culture
of discipline, self-respect, honesty and fellowship. If players
are well trained, inspired, and have a professional approach - there's
no reason why East Bengal cannot establish itself as one of the
leading Asian clubs. What is needed is a clear vision and the zeal
to follow it up with efficient management and skilful planning.
I wish the players, coach and the club officials the very best of
luck!
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