Sports administration involves management of all activities that are aimed at development and promotion of sports. This involves working in sports governing bodies such as federations, associations, Sports Authority of India etc for increasing participation of men and women in sports and improving the performance of athletes.
Sports management is a widely used term for sports administration in the private sector. One can work with professional leagues, sports management companies and event organising committees.
“Sports marketers are concerned with commercialisation of sporting properties. They liaise with sponsors and broadcasters and other stakeholders to monetise sporting events,” says Jitendra Joshi, co-founder, director, SportzConsult, a Mumbai-based sports marketing company.
“They are also responsible for the marketing and promotion of events. Aspiring sports marketers can work in the sponsorship and marketing department of leagues and franchises or media buying agencies like sports marketing companies, broadcasters and sponsors or consumer brands in the sports segment,” he adds
Sports marketing graduates can work in sports administration (as policy makers or engage in planning, talent identification, athlete training, fund raising, administration); sports management (doing event management, venue management, operations and logistics, facility management); and sports marketing (taking care of sponsorship, marketing, communication and public relations).
“Opportunities in sports management and marketing are huge. Some time back, domestic sports was practically non-existent in India but the proliferation of many leagues today require able sports managers. All federations are trying to replicate the success of IPL,” says Joshi, who also hires graduates from institutes, including IIMs Ahmedabad and Indore.
International events, setting up of sports infrastructure in residential complexes, mass participation in events like marathons are opening up the space for professionals in the field.