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Productive partnership
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The GVK Group's steady support to Sania Mirza is a reflection of what corporate sponsorship can do, writes V.V. SUBRAHMANYAM
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THE KEY to success of any talented sportsperson lies in the timely financial support they get. Ask Sania Mirza and she will vouch for that! The success story of 17-year-old Sania Mirza on the international circuit was largely because of the continuous sponsorship of the GVK Group of Industries what with its head, G.V.K.Reddy, being the president of the AP Lawn Tennis Association. In a way, this welcome partnership is also a fair indication of how genuine talent can be groomed into performing individual under trying circumstances.
Well, when Sania played her first ITF tournament in November 1999 in Pakistan, she went on her own. Then, it all started in mid-2000 when Sania's ranking in the World juniors was below 100. The first one to sponsor the highly talented Hyderabad girl from Nasr School was the GVK Group. And, more importantly, it is still continuing with the group taking care of the complete travel expenditure for the player and another member accompanying her, which is mostly her father Imran or mother Naseema by rotation. Globosport had signed up with Sania just before the Junior Wimbledon triumph last year giving adequate relief to the Mirzas, who not long ago were driving in a four-wheeler across the length and breadth of the country to ensure their girl's participation on the Indian circuit to pick those valuable ITF points before Sania stepped into the elite group in her age group.
Significantly, it has not been a one-way process of sponsors coming in and the player not living up to the mark. For, Sania never really let down the sponsors, like the Sports Authority of Andhra Pradesh which had released Rs. 20 lakhs as part of the commitment announced by former Chief Minister N. Chandrababu Naidu towards her coaching programme after winning the Junior Wimbledon girls doubles title, another unique first from Indian perspective. The `double' in the Afro-Asian Games in Hyderabad in October last and yet another `first' when Sania became the first Indian to pick a WTA title picking the doubles title partnerning South African Liezel Huber in February this year.
And when Sania achieved another rare feat by winning the singles title in the $10,000 Regione House tournament in Italy a couple of days ago, it only increased the level of expectation from this champion performer. But, the parents are keeping their fingers crossed. For, Sania now needs a minimum of Rs. 60 lakhs for the next 20 months to realise her dream of making it big in the women's circuit. The reason — she has to dole out a huge chunk to the training stint with Bob Brett in Italy. An experience, which Sania said sometime back was primarily responsible in the dramatic improvement of her game and attitude. Sania informed that she is hoping to play in the Wimbledon doubles qualifying round ext month and then come back for training with Brett in Italy where her international calendar will be finalised.
G.V.K. Reddy has to say this about Sania and the sponsorship. "There is a difference between us and the others. We are not making money by our gesture. We deem it as a social obligation to help a deserving, talented youngster. I had decided to take care of this girl when she was just about 10 years of age. We knew she had the talent to come up after the first time she played with us about six years ago." Reddy also asserts that he is sponsoring Sania for the love of it and nothing else. "And, let me compliment the player for really living up to expectations. She has the game and the temperament which we really liked," he added. Most importantly, the GVK Group chairman declares that Sania can rest assured of the sponsorship as long as she is performing well at the highest level. "My ambition is to see her on top of the tennis world. I know it is very, very difficult but what is wrong in aiming high and helping someone who has the talent," he argues. Significantly, he also hints that the group is ready to sponsor any other player who has the talent and the commitment to make it big in the big league.
Predictably, Reddy takes immense pride in his superb judgment in making that decisive move to sponsor a girl when she was so young and immensely talented by reminding that being a tennis player himself, he knows what it means to be a better player. Ask the veterans in the Indian cricuit they will tell you what is the contribution of the GVK Group to the sport for the latter was the first to conduct the annual Veterans Nationals with a handsome prize money of Rs. 2 lakhs over the last couple of years. If the mood of the GVK Group chairman is any indication, then Sania can relax to some extent on the financial front and be more focussed on the task ahead. Well, this also reflects what good can corporate sponsorship can do to a deserving, talented sportsperson!
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