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Indian Institute of Management Indore

The Business of Sports – Sports Management and Sports Marketing

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Last few years have seen a massive growth in the field of sports business in India. The popularity of Indian Premier League, the success of Pro Kabaddi League, and the launch of leagues in Wrestling, Badminton are a testimony to this. The Indian sports landscape has seen massive change, the sports federations have moved towards becoming more professional. Indian athletes have been performing better at various international competitions and there is in general more interest and recognition for sports.

As a result of these changes, a number of firms have started to devote more marketing budgets on sports. More money is being spent on using sports as a vehicle for product launches, brand building and to build brand association. While the sports eco-system and the allied fields have been expanding, there is a lack of expert managers who can develop and manage the opportunities arising out of these changes. Another change that is observed is seen in the number of opportunities arising in the sports domain and increasing number of entrepreneurs who are pusruing initiatives in these domains. Unfortunately, most of them have not had a formaal structured education in sports business. To summarise, while the industry has been growing, there is a lack of training programmes that can

  • Equip managers to make tranisition into sports business
  • Help entrepreneurs understand the fundamentals of sports business
  • Help ex-players transition as sports professioanals
  • Help sports bodies (federations, government organizations, Public sector sports organizations) in developing a more professional approach to developing sports.
  • Help marketers understand the nuances of how to use sports for marketing and brand building.

This programme is designed to bridge the existing knowledge gap in the business of professional sports. This programme aims to provide participants with an understanding of key concepts, an approach to analysis and decision making in the domain of sports management and sports marketing.


The objectives of this programme are to develop the participants’ basic analytical skills, conceptual abilities and substantive knowledge in the field of Sports Marketing and Management. This programme will offer an in-depth exploration of concepts and practices so as to equip the participants with specialized insights, skills, effective managerial perspective and decision making ability in the domain of Sports business (sports management and sports marketing).

Who should attend

This course will be useful to participants who are working in the domain of sports marketing and management as well as those who want to move to these domains. This program is also useful to participants who work in traditional fields but would like to develop an understanding of sports domain so that they can leverage sports for engaging with their target consumers.

As such this program is useful for people working with sports federations, government bodies dealing with sports, sports leagues and franchisees. Firms that use leverage sports as vehicle to promote their products with consumers, for examples firms that tend to sponsor sports events. Media agencies, sports consultants and television networks focused around sports may also find this programme useful. This program may be especially useful to ex-players who would like to make a professional career in sports post their retirement. Finally, sports entrepreneurs may also benefit from this programme.


An alumnus of IIM Ahmedabad, Prof. Sanjeev Tripathi is an Associate Professor at IIM Indore. Prior to working with IIM Indore, Prof. Tripathi has worked at IIM Ahmedabad and MICA. Prior to his academic life, he has also worked with Nielsen, where he consulted P&G on their innovation processes...
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