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Cricket may be at a current low, but with Jyoti Randhawa doing well in golf, and Sania Mirza moving up the ATP rankings, we still can cheer. Moreover, Narain Karthikeyan’s racing laurels, and Raghavendra Rathore’s medals are admirable feats to boost India’s sporting achievements. But a few swallows do not make the summer of sporting success. Hockey, once the pride of every Indian is struggling, football is riddled with politics, and watching the World Cup in Jamaica we can only bemoan the general state of any sport in India. Over the years, sports in India has been badly handled, and poorly encouraged. Sports management is trying to change that. By bringing in sponsorships and marketing support, sports management companies are creating opportunities for sporting talent and opening avenues for those interested in a career in sports. What it entails It involves bringing professional expertise into the sporting arena. This not only means management of sporting talent, and sporting events, but also has to do with bringing in sponsorships, handling sports promotion, media coverage, delving into sports research and data, managing stadia, broadcast of sporting events and so on, by professionally qualified people. Globally, sports has taken giant leaps. In India too, sports can no longer can be treated as an amateur activity, but as a business with a potential that needs to be tapped. This is where sports managers come into the picture—to handle the marketing, finance, event management and strategic decision-making required to protect and promote the interests of players and the sports itself. Promoting a sport is one of the prime responsibilities of sports management organisations as only proper marketing can rope in large sponsors, which are essential for funding major sporting events. Building public interest is important not only to throw up latent talent, but also to bring the crowds into the stadiums. Brand builders Handling the interests of sportspersons and celebrity management includes procuring endorsements of products or services, entertainment events, product advertising and so on. This is major task that requires huge funds, and some financial expertise to manage and take care of the implications of such big deals. Sports managers also require to have a knowledge of taxation and be able to handle financial analysis, feasibility studies and economic impact studies as for any other business activity. With the cut-throat competition coming into sports, games are won and lost not only on skills and talent, but also on the right decisions and correct strategies. Today, hi-technology research is used to make intensive studies with detailed statistical updates and video coverage of each sportsperson’s technique, as well as their competitors’ performance. This involves extensive use of information technology for collating numerical data and technical details, and extensive video editing, so that coaches, physiotherapists and the managers can study all facets of the sportsperson’s game and chart out the right course of action. With such large sums of money riding on their decisions, sports managers need to use ultra-modern technological research to build their strategies. Some sports management companies specialise in media coverage and in producing sports-related content for broadcasting organisations. Here, the work involves TV reporting, filming and editing as well as programming and broadcast management such as working out broadcasting rights of sports events and activities connected with sports and sportspersons. Eligibility With such exciting opportunities, as much off the field as on it, sports management is a good career for the sports buff. You too can be a Jerry McGuire, representing, promoting or managing the career of a sportsman or working with a sports managing company handling sports events and promotions. You don’t need to be a sportsman to make a mark in this career, although knowledge and interest in sports is certainly an important pre-requisite. Although no formal training is required, a passion for sports, an ability to generate business, a sharp mathematical mind, and a basic graduation can help you get into this profession. Of course, an MBA can certainly take you nearer the goal. Today, it is also possible to take up a specialisation in sports management, currently being offered by a few institutes in India. The Indian Institute of Social Welfare and Business Management (IISWBM), Kolkata, offers a year-long course in the field. The Indira Gandhi Institute of Physical Education & Sports Sciences (IGIPESS) (affiliated to University of Delhi), Vikaspuri, New Delhi, has also introduced this programme. But there are several institutes abroad that offer such a qualification. As the career grows, there is an increase in jobs with sports management companies, sports channels and sports divisions of advertising and media buying firms. International companies like IMG, World Sport Group and 21st Century are some of the international names that manage the careers of cricketers. There are many others, national and international, including Globosport promoted by Mahesh Bhupathi’s father that handles the endorsements for Sania Mirza, Collage Marketing which has the management rights for Ragvendra Rathore, and Motor Sports, which manages Narain Karthikeyan. In addition, some companies venture into talent search for icon potential and “brand” building. Others handle the management of stadia, event marketing as well as advertising and media planning and producing sports-related content for broadcasting organisations. Clubs, hotels and resorts that have sports facilities and leisure centers, also employ sport managers who have a knowledge, interest and expertise in sports. Many private and government sponsored sports institutions also employ qualified officials to plan and manage sports activities and events. Bringing in proper management discipline in sports, raising the quality of competitions and providing more international exposure to athletes can certainly raise the level of sports in India. With a beginning being made in sports like tennis, golf, hockey, badminton and even motors sports, and with the entry of foreign sports management companies those with their eyes on the ball can dribble their way to success. The writer is a noted
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