Sports CSR in India is still at a nascent stage.  Contributions towards the development and growth of sports is  often one of the smallest portions in a CSR pie. An April 2023 report, titled ‘CSR and Sports in India’ by law firm Pacta, states that less than 1% of cumulative CSR from 2014 to 2021 went to the world of Sports. This too, comes from just a handful of companies. Dream Foundation, the philanthropic arm of Dream Sports, is an organisation that is dedicated solely for the growth and development of India’s sports ecosystem. It is realising it’s vision to  Make Sports Better via a myriad of programs- from athlete support to sports infrastructure and tech related solutions to solve problems often faced by the sports sector in India..

Among its several CSR initiatives, the flagship Long Term Athlete Development program, DreamGold, stands out. In the first year itself, DreamGold athletes have won about 50 medals at National and International tournaments. DreamGold athletes from diverse Olympic disciplines are provided assistance in the form of competition exposure, equipment, scholarships, mentorship and access to sports science expertise. They aim to continually add more high-potential athletes to the program and support their development.

To help realise every young cricket athlete’s ‘Sachin Tendulkar’ dream, Dream Foundation along with the Dilip Vengsarkar Cricket Academy is providing a platform to young and talented cricketers (age group from 8 years to 18 years) of Mumbai to showcase their talent and learn from the best. Based at the iconic Oval Maidan in South Mumbai, the program supports 100 young cricketers, many of whom have moved here from outside the city with the hope of making it big someday. A few have already gone on to represent the Mumbai teams.

Another initiative that is creating large-scale impact is the Dare to Dream program, which focuses on football in the North-East of India. The 3-year football development program was conceptualised and created by Dream Foundation in association with the Indian Football Foundation and Bhaichung Bhutia Football Schools to find and nurture footballers, all below the age of 17. In the first year of the program (2022-23), extensive trials were conducted across 50+ locations and close to 5000 children participated. Top 35 students were provided with academic tutoring, superior training, competition exposure, equipment and apparel, career guidance and more. The program has now expanded to support 50 children. The larger aim of this program is to expand the talent pool and have scholars be selected in the Indian national teams.

In addition to popular sports like cricket and football, Dream Foundation has consistently worked towards supporting athletes from sports that often go unnoticed. One such initiative is DreamJab, Dream Foundation’s Boxing Development Program in Imphal, Manipur. With the help of Mary Kom Regional Boxing Foundation, this program aims to develop, nurture and mentor boxers from grassroots to elite levels. With the vision to create special opportunities for the country’s growing number of sportswomen, 20 out of the 30 boxers being trained under this program are female.

Apart from CSR initiatives, Dream Foundation has led several unique initiatives that focus on identifying and honing the skills of young athletes. ‘Back on Track’, a flagship initiative of the Foundation, was launched on the National Sports Day in 2020. Over a period of one and half years, the initiative touched more than 4500 people including athletes, coaches, support staff by identifying critical needs among them and providing monetary assistance where required, meeting dietary and nutrition requirements of athletes, providing sports equipment and kits and coaching and training support to deserving athletes.

The Foundation has also been active at the state level, continuously finding ways to engage untapped sports potential, such as in the north-east region of India. Dream Foundation has partnered with Meghalaya State Government with the aim of identifying young athletes with potential to succeed at the international level. Of the 30 athletes nominated by the Meghalaya State Government, 4 were selected and provided support in sports ranging from track and field to table tennis. All the selected athletes bagged medals in various competitions across India.

Another area where Dream Foundation is making a tangible impact is through its Grassroots programs, which aim to partner with local organisations across different states to help children from disadvantaged backgrounds participate in sports and life skills. 9 such programs were run across villages in Bihar, Punjab, Tamil Nadu, Mumbai and Delhi, impacting over 2500 children.

It is important to realise that the right investment in Indian sports has the potential to drive positive change by promoting inclusivity, nurturing grassroots talent, upgrading infrastructure, and prioritising health and well-being. As sports organisations and corporate sponsors continue to collaborate, the impact of CSR as well as non-CSR initiatives will have benefits far beyond the playing field, shaping a brighter and more inclusive future for Indian sports and the nation at large.