Post CWG likely to see demand in sports management courses

Updated on: Monday, October 04, 2010

With India playing host to global sporting events like the 2010 CWG that are expected to boost the market for sport management professionals in the country, the mood regarding placements is upbeat on the campus of the IIM-Shillong.

IIM-S is one of the early birds to have a course in sport management, one of the off-beat courses in any management institute. The institute has received a number of pre-placement offers (PPOs), interviews (PPIs) and recommendations.

"The course is an attempt to equip the participants with necessary sports management concepts and tools for developing an appreciation of the function and the value which it can add to the achievement of organizational goals," Institute Director Ashok K. Dutta told the sources in an interview.

He underlined the need for professional managers in executing big-ticket sporting events.

The troubles besetting the Commonwealth Games to an extent proves his point. It is perhaps not surprising that the organizers of the Games had approched the services of foreign experts.

Also, India is witnessing commercialization of sports, the notable being the T20 Indian Premier League (IPL). Owning clubs is coming up in big way.

Experts say the high visibility and entertainment value of sport provides opportunities in the organization and marketing of sport events sports-related advertising and venue signage, athlete endorsements, facility construction, sporting goods and licensed merchandise, event management and marketing services, sponsorship and ticket sales, media broadcast rights and multimedia.

According to one estimate, the sports marketing business in the Asia-Pacific region is expected to grow 22 percent this year as against 15 percent last year. Globally, it was estimated to be over $250 billion in 2009.

Dutta said the course gives an opportunity for students to implement their classroom learning in real-life during the "Corporate & B-School Golf Tournament" that IIM-S organizes annually.

The students are also enthusiastic. "We arrange and participate in the tournament activities which help us learn how to manage an event from inception to the end," said Mohit Khemka, a student.

Post CWG likely to see demand in sports management courses

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