Turn of AITA to look at big bucks

“We have targeted companies having a large market base all over the country. We feel we would be able to sell our product to them in return for 40 weeks of visibility across various towns, wherever a tournament is played in the country,” a source explained.

AITA secretary-general Anil Khanna told The Indian Express: “India is 13th in the world in terms of the number of players ranked on both the ATP and WTA lists. This shows the depth of the sport here and its potential to grow. What we are trying to do now, is to package the existing calendar in a continuous and structured manner. In addition, we plan to bring in eight more challengers for men and women by 2007.

“We want to provide our players more opportunities to break into the top-200 in the world. It’s very easy for Europeans to gather points by travelling in and around Europe. But, for our players it’s not that easy. If we can get more challenger events here, the players will get a taste of international competition more frequently.”

According to a source: “Each event costs a minimum of $ 10,000. Currently, the AITA hosts 35 weeks of events and generates Rs 8-10 crores. The various state associations also generate revenue when it’s their turn to host. Of course, when IMG or Globosport organise an ATP or a WTA event, they rake in much more.”

Khanna added: “We are now looking at moving away from the metropolis and taking tennis to smaller towns. It’s easier to stage a tournament in small towns. Sponsors there don’t cringe if there is no top-200 player in the draw. We are looking at partnerships with various state governments. We are already working with the Maharashtra government on this and I will be meeting the CM of Gujarat tomorrow.”

The roadmap for the project will be prepared by the Media and Tennis Development Committee formed at Mumbai last month during the Indo-Pak Davis Cup play-off tie.

Besides Khanna, the other ex-officio members include joint secretary and Maharashtra State Lawn Tennis Association (MSLTA) president Bharat Oza and treasurer T D Francis.

A 40-week international calendar of events is being devised. Marketing and TV rights will bring in money. Right now Doordarshan airs some tournaments, other channels are in the focus.

Modalities will be discussed at a meeting on May 27.