Sports marketing at the grassroots level serves as the foundation for fostering community engagement, cultivating local talent, and building lifelong connections to sports. At its core, grassroots sports marketing is about creating meaningful experiences that resonate with participants, fans, and stakeholders. It thrives on personal interactions, community storytelling, and the shared passion for sports.
One such company behind the ideas of sports marketing at the grassroots level is the Punit Balan Group. Punit Balan, Owner, Chairman and Managing Director, Punit Balan Group (PBG), a self-made entrepreneur, has risen from a construction background at the age of 16 to helm the Punit Balan Group (PBG), currently valued at Rs 3500 crores. His business acumen spans ventures in real estate, film production, sports, and philanthropy, with a footprint extending across India, Dubai, and Spain.
As a sportsprenuer, he boasts ownership of eight teams across various sporting leagues and provides financial support to 60 players striving for excellence along with numerous grassroots initiatives in cricket, hockey, and judo across Maharashtra with the National Federation of Sports. Additionally, his contributions include the establishment of schools for specially-abled children in Baramulla and a decade-long effort to empower youth in Jammu and Kashmir through education and sports.
In an exclusive interview with Everything Experiential (EE), Balan outlines his efforts to reduce the gap between athletes and opportunities for the promotion of sports at the grassroots level, empowering communities, usage of tech-driven sports solutions and more.
Edited excerpts:
In India, grassroots sports are frequently neglected. What special tactics have you used as a sports entrepreneur to close the gap between ambitious athletes and professional opportunities?
Developing a strong ecosystem that connects undeveloped talent with professional platforms has been one of my main tactics. In order to find and develop potential early on, this entails collaborating with local sports organisations, universities, and schools. Additionally, I have placed a strong emphasis on mentorship programs that allow aspiring athletes to receive direct instruction from seasoned pros. These athletes are prepared for more prospects thanks to investments in top-notch training facilities and exposure to competitive events. We started by investing in grassroots sports and assisting in the discovery of talent in a number of Olympic sports, including hockey, judo, and other sports. Gradually, we moved on to supporting grassroots cricket talent throughout Maharashtra. We began investing in sports leagues as we looked to create tomorrow's champions, and it's encouraging to see that we have nine teams both in India and beyond.
Empowering communities is a common theme in your work. In what ways do your grassroots initiatives use community involvement to create a long-lasting sports culture?
A key component of my programs is community involvement. Through skill-building initiatives, awareness campaigns, and inclusive competitions that welcome participation from all age groups, we actively involve the communities in which we operate. We ensure sustainability by fostering a sense of pride and ownership in communities through the creation of local heroes and the integration of sports with education. Additionally, we collaborate with volunteers and local leaders to integrate sports into the structure of the community.
Sports around the world are changing due to technology. How can tech-driven solutions be used to improve the experience of grassroots athletes, train them, or scout talent?
The use of technology is revolutionising grassroots sports. By examining their performance metrics, we use data analytics and AI-based tools to find talent early. Even in remote locations, digital training resources like simulation-based practice and virtual coaching aid in skill improvement. Additionally, by eliminating regional boundaries, scouting applications and internet platforms guarantee that coaches and selectors around the country can see promising athletes.
For grassroots sports to succeed, sustainability is essential. What steps have you made to establish enduring networks of support for young athletes?
A multi-stakeholder strategy is necessary to build sustainable networks. To guarantee steady funding and resources, I've concentrated on establishing alliances with businesses, NGOs, and governmental organisations. In order to foster reciprocal growth, we also develop self-sustaining models in which nearby companies’ sponsor athletes or events. Additionally, we guarantee athletes long-term support on and off the field by creating career guidance programs and scholarship schemes.
For athletes, the move from grassroots to professional sports can be intimidating. How do you encourage this path in terms of mental preparation and skill development?
Making the switch to professional sports takes mental toughness in addition to physical competence. We give players access to motivational mentors and sports psychologists who can help them overcome obstacles and maintain concentration. Our programs integrate leadership, time management, and adaptability into their training, emphasising holistic growth. We prepare them for the demands of professional athletics by exposing them to high-pressure situations at an early age through competitive tournaments.
What do you think the future holds for grassroots sports in India, and how do you see your entrepreneurial experience helping to build a top-tier sports ecosystem?
The process of creating or fostering stars is organic and depends on a variety of elements, including fan base expansion, leadership, and performance. In India, grassroots sports have a bright future due to growing awareness of their importance in fostering a strong sports culture. My experience as an entrepreneur has prepared me to make a substantial contribution by fusing creativity, business alliances, and community service. I want to build an ecosystem that not only recognises brilliance but also encourages and celebrates their ascent to the top by consistently investing in infrastructure, promoting inclusion, and utilising technology.
