Of Freelancers, Agencies & Sporting Dreams: A Strange Vicious Cycle of Pretty Posts!

In the past few years, I’ve had the privilege of closely observing the ecosystem of grassroots sports in India.

There’s passion. There’s talent. There are some genuinely great academies doing meaningful work but there’s also a pattern that quietly repeats itself, one that often stalls growth before it really begins.

The Cycle

Most sports academies, while committed to their athletes, often struggle with business sustainability and understandably, when money is tight, marketing is one of the first areas to be downsized or handed over to freelancers or freshers offering attractive rates.

These individuals, often skilled and eager to prove themselves, do produce good work, visually striking content, reels, and regular updates. It looks like a win.

But over time, a gap starts to show:

• The content is there, but the narrative is missing.
• Design exists, but brand recall doesn’t.
• Engagement happens, but conversion doesn’t follow.

What’s Actually Missing?

• Strategic planning.
• Consistency.
• Integrated storytelling across all touchpoints.

An understanding of the academy’s internal dynamics, seasonal activities, and community relationships. These aren’t flaws of the freelancer.

These are simply things that come with experience, structure, and long-term immersion; things agencies are better positioned to deliver when given time and trust.

And The Ripple Effects?

• The freelancer may struggle to gain long-term experience or mentorship, despite their potential.
• The agency loses momentum or exits the space/industry altogether.
• The academy, despite spending over time, doesn’t build a meaningful brand presence.

In the end, the real cost isn’t money. It’s lost time, missed opportunity, and a disconnected community.

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A Thought for the Ecosystem

• What if we moved from short-term fixes to long-term partnerships? (with patience, tolerance and some intent to learn and collaborate ‘co-create’)
• What if academies built relationships with strategic partners the same way they nurture their players (patiently, consistently, and with trust)?
• What if freelancers saw agencies not as competition, but as learning grounds?
• And what if agencies focused not just on execution, but on educating and co-building with clients?

There’s real potential in this space but to unlock it, we need more than pretty posts.

We need shared purpose, aligned goals, and a commitment to building something that lasts.

Would love to hear your thoughts. If you’re in sports, design, or digital, have you seen something similar?