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Apr 5, 2006 (From the Cricket Journal)

Mixing business with noble intentions is the latest mantra of the BCCI. As India and Pakistan head to Abu Dhabi for the two-match DFL Cup, a greater cause will take center stage. Sport is often noted to be a wound-healer, and on this occasion cricket will play the medium and catalyst to provide relief to those affected by the Kashmir Earthquake. It is indeed heartening to know that there is a certain amount of social responsibility that both the PCB and BCCI are showing and none better occasion to start off this endeavour than the Abu-Dhabi tournament. For once, the age-old mindset of the money going straight into the Board's kitty has taken a sidestep and the revenue generated through this event, should in all likeliness reach the President's Relief Fund. As per reports, the overall-revenue from the first ODI could be as much as 10 million USD and with Percept D'Mark bidding successfully for the in-stadia rights for close to 4 million USD, it would seem as if cricket has finally decided to contribute its share to a cause. Moreover, the players from both teams have come forward to donate their match-fees for the cause.

As the BCCI makes its gradual transformation from being run as a typical Indian public-sector unit to a more privatized and corporatized version, innovation in thought and action is well on the cards. This renewed mindset could not have come at a better time for India, as they seem to do well both on and off the field. India and Pakistan certainly carry a larger social responsibility on their shoulders as they head off to the UAE. They not only make up as ambassadors of the country they represent, but also the game they play. The 'giving-back-to-the-society' notion seemed to have gripped the Indian sub-continent. As the tsunami waved through the island of Sri Lanka, it was the cricketers like Muttiah Muralitharan and Kumar Sangakkara who took it upon themselves to reach out to the victims and try and heal the grave wounds of calamity. It is certainly a step for both the Boards in more ways than one, as there is no better way to show solidarity for the cause than cricket.

All this comes with a but, a big one at that ! For BCCI it might be considered as a good marketing move to take cricket to identified "markets", where the game has yet to leave its imprints. An aggressive step in its own way, Lalit Modi and the BCCI have outlined several 'overseas' venues where cricket might not yet be that popular, and tapping the ethnic Asian community is crucial to the positioning of cricket in that country. This is precisely why India is slated to play about 30 one-dayers against Pakistan in venues like Kuala Lumpur, Singapore, Canada, US and the Middle-East in the next 5 years. Another proposal surrounding this 'overseas' theme is where India play some of their home matches abroad. I somehow tend to disagree with this aspect, simply because losing out on the strong and existing market would hit the BCCI badly. It is within India itself that the marketing of the game needs to improve and a shift in focus from the original statements could prove a bit harmful at a later stage.

Another thing that concerns me is the official status of such matches. Maybe the official status was kept with a larger marketing perspective in mind, considering that a large audience would pool in for an India-Pakistan one-day international than for a desert-carnival. But will charity or the cause have any impact on the way the games will be played ? Its hard to answer it at this stage. But having accorded official ODI status to these games, the onus now is upon the teams to maintain the same levels of intensity and competitiveness they would had they been playing in Karachi or Kolkata for that matter. That for me should define the directions these 'charity' matches would take in the future.

I am glad that there is finally a recognition of a larger responsibility by the BCCI to its fans and the society in general, unlike the past, where elections defined responsibility. Such events must be encouraged in the near future and provide that one chance for our cricketers to understand the larger human interest. To conclude, one hopes that two spirited games of cricket is all that the Kashmir quake victims deserve to bring a smile on their faces. We also hope that the 22 men on the field, in blue and green do enough to try and undo the mental scars of this intense calamity.

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