Using Cricket as a Vehicle for Economic Development in India: A Proposal for the Australian Sport Partnership Program

This proposal suggests using cricket as a vehicle for economic development in India through the Australian Sport Partnership Program. It includes a business model canvas and discusses the economic impact of the project. The report focuses on India and uses cricket as a tool to economically develop the country as a whole. It also presents the major health benefits that are associated with sports-related activities and aims to increase the engagement of the audience towards the use of sports.

SOCIAL IMPACT INITIATIVE
PROPOSAL

EXECUTIVE SUMMARY
The present report presents a brief introduction about the Australian Sport Partnership
Program and state its major objectives. This program presents a partnership in relation to the
development of sports within the Asian and Pacific regions in the world. The present report
focuses on India and uses the cricket as a vehicle to economically develop the country as a
whole. Also, it presents the major health benefits that are associated with the sports related
activities and aims to increase the engagement of the audience towards the use of sports. The
current study involves a business model canvas in order to propose this program and gain the
advantages in relation to the same.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................2
MAIN BODY..................................................................................................................................2
Business canvas model................................................................................................................2
Explanation of the canvas............................................................................................................3
Economic impact of the project...................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
1

INTRODUCTION
The Australian Sport Partnership Program is an initiative taken by the Australian
government in order to promote the sports across the globe and use them as a vehicle to support
the member countries in the world. This programme has been developed with an objective to
support the Australian national sporting organizations in relationship with their Pacific Asian
countries (Andreff, 2019). The countries which are involved with the ASPP includes Indonesia,
Philippines, Sri Lanka, India, Fiji, Nauru, Papua New Guinea, Samoa, Tonga and Vantau.
However, the present report aims to focus on India as a nation and cricket as the sport within the
country. Cricket is one of the most liked sport in India and this is the major reason behind
choosing this as a vehicle within the national boundaries of India. The main reason behind
developing the ASPP is to provide the nations with enhanced level of governance within the
country and also improve their potential in developing the pacific Island nations across the globe.
MAIN BODY
Business canvas model
Key partners
The key
partners
associated with
the ASPP in
India will
include sports
agencies,
volunteers,
investors,
audiences,
players.
Key activities
The activities
will involve
arrangement of
the sport
activities,
arranging the
equipment
required,
scheduling,
warm up
exercises and
sort of
marketing
activities to lure
Value
proposition
The participants
will get health
benefits by
playing physical
games as cricket
involves whole
body movement.
This initiative
focuses on the
importance of
playing games
in context of
health related
Audience
relationship
Trustable online
purchasing
Affiliation
Consumer
services
Social media
platform as
communicating
channel
Audience
segment
This initiative
aims to target a
wide range of
people
belonging to
Indian
boundaries and
help them in
understanding
the benefits and
advantages
associated with
playing different
kinds of games
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the audience
towards sports
and spread
awareness
regarding health
benefits
associated with
games.
benefits. including
cricket and how
it will help them
in enhancing
their fitness
level.
Key resources
Stores and
logistics
Affiliates
network
Better
infrastructure
Cost structure
Advertising and promotion
Costs of equipment
Staff
Capital expenditure
Taxes
Cost of venue
Event management
Revenue streams
Tickets
Advertising
Explanation of the canvas
Each of the sections presented within the business model canvas has been explained below:
Key partners
The key partners associated with the ASPP consists of the media, sports agencies,
audiences, investors, shareholders, government and the participants which will be involved while
playing cricket during the tournaments or event when launched within the Indian boundaries. All
of these are considered as the key partners within the program because each of them has their
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own interest or benefit associated with conducting of the sports activities. The players involved
will get experience in playing and will also be able to improve their health and fitness level by
playing the games (Berends, and Halliday, 2018). Similarly, the investors want the program to be
a successful event because they have invested their funds within the program, the government of
the country plans to spread awareness among the people about the health benefits attached with
the game of cricket.
Key activities
The ASPP plans to organize a cricket league and cricket tournaments in the India on a
regular basis. For the same, the ASPP requires huge participation of people within the league and
carries out the required activities that could be found helpful in easing the process of organizing
the event. The ASPP and the sports agencies makes sure that they have a cricket field booked for
the dates, the required sports equipment, plans and conducts warm up exercises for the
cricketers. All of this aims to create an understanding among the audience about the benefits
playing sports.
Value proposition
The main objective behind organizing a sports event is to ensure that the general public
of the nation is aware about the essential requirement of the physical body movement of an
individual. This programs plans to increase the engagement of general public in the sports related
activities within the country (De Rycke, and De Bosscher, 2019). This will help the country in
increasing the participation of the audience and the general public towards the activities which
involve physical body movement. This is because, physical body movement plays an essential
role in keeping an individual healthy and fit. This will also help the country with various other
benefits which involves employment generation within the country as launching such an event
will require trainers, event management companies, sports agencies, volunteers and many more
of jobs will be created using this program.
Audience relationship
In order to increase the engagement of audience and ensure their willing participation, the
ASPP will make use of different tools of marketing (Skrok, and et.al 2019). The ASPP will
implement the use of both the traditional as well as the modern marketing tools in order to
promote the games and increase the audience engagement within the program. Social media
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marketing channels which includes Facebook, Twitter, LinkedIn, Instagram will be used so that
the event could be promoted within the nation and more and more participation can be ensured.
Audience segment
Since, the programs plan to use the sports as a vehicle in order to increase the awareness
among the general public in relation to the health benefits associated with the same, the ASPP
will intent to target audience that is health conscious (Eakin, and et.al 2020). Also, a number of
those individuals might also want to join this as volunteers who are in the need of money or
employment within the national boundaries.
Key resources
Conducting and organizing a sports event is not an easy job. It requires funds to plan and
schedule an event within the nation. Therefore, first of all, the ASPP will need to have sufficient
amount of funds in order to organize the sports event in India and acquire the required resources.
for the same, the ASPP will need to find investors and then use the funds provided by them for
the purpose of availing the required sports equipment (Hadgraft, and et.al 2021). The ASPP will
also need to find a venue where the sports activities can be carried out. The ASPP will also need
to ensure that the venue has all the amenities and can be used by them in order to carry out the
planned activities.
Cost structure
It has been identified that the major areas where the ASPP will need to spend the money
includes the cost of the venue, purchasing the needed sports equipment, hiring an event
management team, marketing and promotion activities, paying taxes, salaries and other related
expenses attached to the organizing of the event.
Revenue streams
The investors only agree to invest their funds within a program only when they have the
ability to determine their own benefit attached with that business. Similarly, while organizing the
sports activity, the investors or sponsors of the event will get the benefit by the tickets purchased
by the audience in order to enjoy the tournament or league within the country (Stronach,
Maxwell, and Pearce, 2019). Also, the advertisements in the form of billboards will help the
ASPP in promoting brands owned by the sponsors during the event. This will help the investors
in increasing their revenue and profitability through the event.
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Economic impact of the project
It has been determined that there are both the positive as well as the negative impact of
organizing this project within the country. The major impact of the same has been mentioned
below:
Positive impacts
 One of the major positive aspect of organizing a sports related activity or a sporting event
within the nation is that it helps the country in enhancing its profile among all the
neighbouring countries all over the world (Tjønndal, 2018). Organizing of such events
helps that particular nation in improving its image in the world and helps them in
increasing the tourism in the nation.
 Another benefits of organizing a sporting event within a nation is that it helps the country
in improving its growth and development. This can be done because, it has been observed
that whenever such events are organized, it requires the company to make use of a
number of people in carrying out various tasks. Therefore, it can be said that it helps the
country in generating employment and also help them in increasing the economic
development across the globe.
Negative impacts
 Even though there are several benefits associated with organizing an event in the country,
but there are certain disadvantages also attached to it. Scheduling and organizing a big
event is not so easy as it seems (Seifried, and et.al 2021). In order to conduct an event on
a big scale requires huge amount of capital to be invested within the event. The higher the
amount of investment the higher the risks associated with the project. The cost of
investment is also huge in order to organize an event on such a big scale. Therefore, the
stakes in relation to this event are very high and the pressure on the management and
authorities that are involved in this event is also high.
CONCLUSION
From the above report, it can be concluded that the ASPP has been found helpful in using
the sports as a vehicle in ensuring the economic development and growth of a country. The
present report discusses about the major economic impact of the cricket on the growth and
development of India all over the world. This study presents a business canvas model in
association with the ASPP within the Indian boundaries in context of cricket as a tool. The study
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also includes a brief overview and explanation of each of the section presented within the model.
It also includes an overview of the ASPP, the nation that this proposal focuses on and lastly the
sport that is being used in order to be used as a vehicle with its respective justification.
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REFERENCES
Books and Journal
Andreff, W., 2019. An economic roadmap to the dark side of sport. Cham: Palgrave Macmillan.
Berends, L. and Halliday, R., 2018. Capacity building and social marketing promotes healthy
lifestyle behaviour in an Australian aboriginal community. Australian Journal of Rural
Health, 26(4), pp.279-283.
De Rycke, J. and De Bosscher, V., 2019. Mapping the potential societal impacts triggered by
elite sport: a conceptual framework. International journal of sport policy and
politics, 11(3), pp.485-502.
Eakin, E.G., and et.al 2020. Translating research into practice: outcomes from the Healthy
Living after Cancer partnership project. BMC cancer, 20(1), pp.1-13.
Hadgraft, N., and et.al 2021. How supportive are workplace environments for sitting less and
moving more? A descriptive study of Australian workplaces participating in the
BeUpstanding program. Preventive medicine reports, 24, p.101616.
Seifried, C., and et.al 2021. Sport management and business schools: A growing partnership in a
changing higher education environment. The International Journal of Management
Education, 19(3), p.100529.
Skrok, Ł., and et.al 2019. Impact of sports activity on Polish adults: Self-reported health, social
capital & attitudes. PloS one, 14(12), p.e0226812.
Stronach, M., Maxwell, H. and Pearce, S., 2019. Indigenous Australian women promoting health
through sport. Sport Management Review, 22(1), pp.5-20.
Tjønndal, A., 2018. Identifying motives for engagement in major sport events: The case of the
2017 Barents Summer Games. International Journal of Event and Festival Management.
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