Game Plan

Updated on: Monday, October 03, 2011

XLRI Jamshedpur organised a symposium on ‘Dimensions of Sports Marketing’, to discuss and identify emerging trends, opportunities and career opportunities in the world of sports marketing. The symposium was part of an annual initiative by the marketing association of XLRI ‘MAXI’, re-christened ‘Mindscapes’, to spot emerging trends in the field of marketing. The inaugural edition of Mindscapes, organised last year, centered on neuro-science and behavioural research in marketing.

The symposium comprised sports and business personalities like Adille Sumariwalla, working president of Athletics Federation of India, Chandradeep Mitra, CEO, Pipalmajik , Gaurav Kalra, sports editor, CNN IBN, Harish Krishnamachar, senior vice-president, South Asia, World Sport Group and Tarun Chaudhary, group director, sports marketing and events, Innocean Worldwide. They expressed their views on the emergence of sports marketing as an industry and the opportunities it holds for the marketers of tomorrow thus providing an ideal platform for marketing students to search for avenues in this emergent area and identify the scope and challenges whilst pursuing a career in sports management.

Fr George S J, dean (A&F) commented, “We introduced this concept Mindscapes last year with a conversation based on neuro-science and behavioural research in marketing which culminated in the setting up of a Behavioral Research Lab on campus recently. This year our focus is on sports marketing as globally, the sector accounts for US $ 38 billion and in India it is now a Rs 2000 crore industry growing annually at above 25 per cent.”

Professor Sanjeev Varshney, chairperson, marketing area at XLRI said, “Though the sports marketing field is expanding rapidly, it is still relatively an uncharted territory in India. The meet thus deliberated on what exactly are the key aspects of sports marketing landscape, what are its strengths and weaknesses. Also, interaction with the industry stalwarts presented the best opportunity for the students to learn. It is important that the students keep abreast of the recent developments in the field of marketing and this symposium was a pro-active attempt in that direction.”

Game Plan

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