National pride

The Commonwealth Games are clearly a source of national pride; feedback suggests support for the Games runs deep. Reasons for support centre on internal investment rather than sporting excellence.

Rajeev Ramachandran, Managing Consultant at Loyalty Matrix believes the event will put India on the "infrastructure map", Saurabh Garg of Creativeland Asia agrees, citing Delhi's new highways, public transport systems and athletes village as sources of pride.

Shankar Balan of Levi Strauss India sees the Games as a great opportunity to "spruce up" the nations capital city.

Joy Abdullah, General Manager at TNBT, comments hosting the Games will show that India is one of the few countries capable of hosting such a large event. He makes the point that having the opportunity to attend diverse sporting disciplines will introduce new audiences to new sports while generating wealth through ticket sales.

Wide ranging benefits

A boost to tourism at a difficult time is a major benefit according to Rohit Mathur of Accenture. Abdullah believes the Games will attract additional investment from major international sponsors.

Thinking along similar lines, Ramachandran comments the event will showcase India's investment potential. Garg is in broad agreement claiming the Games will reinforce confidence in India Inc.

Ramachandran highlights the fact that the run up to the Games is creating new jobs across the economy. Interestingly, sport itself is given little mention, although Mathur thinks that sport in general will receive significant promotion across the country.

Commercial versus public participation

In the opinion of Mathur, the general population doesn't yet feel part of the Games, however, he expects this to change once they begin. Balan, on the other hand expects the Games to remain a corporate event with India's public only observing from the fringes.

Abdullah's perspective is that the Olympics, Football World Cup and Commonwealth Games are all corporate events for non-participants.

"Not cricket"

Abdullah, Balan and Garg make the point that it is cricket that sends India's public into a frenzy; not athletics. Abdullah feels that an India versus Pakistan World Cup cricket match would be a much popular spectacle.

He concludes that while people may not feel part of the Games, there is immense national pride at holding them; their importance should not be underestimated as they are a sign of a maturing nation.