Duration : 3 Years

Eligibility : 10+2 pass in any discipline with 50% marks

It is not a requisite that one has to be a sportsman to be in this field, but the driving factor should be a passion for sports. The job demands patience, dedication and hard work, since handling multiple tasks at once can be quite challenging.

Location : Delhi/NCR (West), Mumbai

Course Overview

The key driving force for any individual taking up the Sports Management course is their “passion” for sports. You can observe your favourite sport closely by managing activities around your preferred sporting event instead of being in the field.

In the present scenario, the sports industry has emerged as one of the most lucrative options in India as well. With the advent of different sporting leagues, the sports industry overall has received a facelift. As per the owners of Delhi Daredevils team, ‘The business of cricket has grown tremendously; 80% of the revenue generated globally comes from India itself. It has given employment and created a lot of entrepreneurs.’ As quoted by Bharat Arvind and Kaushal, ‘This is the best time to be in the Indian sports industry. Even sports like golf have created a market, with other sports following similar paths (shooting, for example).’ The industry experts express that with sports heading towards becoming a Multi-Million dollar industry, there are professionals required by the industry, but there is a serious dearth of talent.

“Sport Management is a field of education concerning the business aspects of sports and recreation”.
While the central actors may be elite/ amateur athletes, or even general public at large that practices sport for recreation, Sport Management education delves into the various business aspects that keep the show running—financing, operations, marketing, social impact, law and technology, among others. Hence, the study of Sport Management will draw from a multitude of other fields of study and apply it to a sport situation.

Sports management is a specialist area, becoming increasingly popular today for sports lovers who have good administrative and managerial skills. It involves managing and organizing leagues/ events/ players and requires skills related to planning, organizing, budgeting, leading, and evaluating a sports event or activity. It also includes any function that keeps a sports team operational and profitable, such as the general care and upkeep of athletes and teams, marketing and event planning.

Sports Management


Management in Sports: The module will introduce the key terminologies and concept of the sports Industry. Sport is a major political, social and economic global phenomenon, and with it constantly evolving, strategic thinking is needed. This module describes the governance and management structure of sports organisations. A strategic analysis approach is illustrated through case studies of real international sports organisations. This module helps in dissecting and understanding relationships between all the major stakeholders that make up the global sports system.

Managing and leading people in organisations: The module aims to develop Contemporary thinking in the areas of Organisational Behaviour (OB) and Human Resource Management (HRM) identify Individual differences and motivational needs across cultures. Develop alternative approaches to work organisation and job design.

Finance Fundamentals: The module provide a basic introduction to accounting & finance. The module will introduce basic corporate and personal finance concepts, including the time value of money, financial markets, shares and bonds, financial risk and return, raising money, and the elements of investment.

Delivering Value: The module will enable students to develop an understanding of the role of “value” within a sports organisation. Value is a broad term, but one that embodies what business is about. A sustainable business aims is to create value for customers, but also to create value for the organisation and its shareholders. The students will gain an understanding of the definition of value, the value creation process, and the strategic and tactical issues around developing and delivering the value proposition.

Communication skills and professional etiquettes: The module introduce the student to the role and importance of professional image development in the sports management industry. It focuses on the self-awareness relevance of grooming, conduct, body language, etiquettes and effective oral and written communication in a professional environment. Learner will be expected to apply the learning from this module throughout the course and career.

Sports Marketing and sponsorship: The module helps the student examine the concept, practice and environment of sports marketing with a special emphasis on sponsorship-linked marketing. It gives participants a thorough understanding of the nature of sports marketing, and its most important processes, concepts, and tools. It describes both the role of marketing in sporting business entities and the use of sport in more traditional marketing efforts. The module adopts a clear international perspective. It is taught via a blend of interactive lectures, case studies, reports, and presentations

Business Strategy in Sports: Takes the students to a higher level of understanding of the nuances of the sports industry. this module addresses the sports industry from a strategy perspective. First, it analyses the differences between the structure of the professional sports industry in India and that prevalent globally (Europe and the United States). Then, it addresses the issue of competing in the industry from the perspective of a club/ franchise/ vendor/ league / other business entities of the sporting world.

Digital Marketing for Sports: Students are introduced in the main topics of digital marketing: creating a successful online and mobile presence, monitoring online customer behaviour and engaging social media as marketing tools. We will discuss the topics of Search Engine Marketing (SEM) and Search Engine Optimization (SEO) and underline the importance of monitoring market and customer data for supporting marketing decisions and remaining competitive.

Design Thinking: This module aims to develop in students an appreciation and understanding of what design contributes to business. It introduces students to the fashion sector by taking a creative and exploratory approach to basic practice based research while exploring broad based fashion and design issues. It enhances understanding of cultural, social and political change to design innovation. Cross module assessment in the semester will facilitate the integration of subject matter across the four modules.

Project Management: Students shall learn the all-important skill of managing multiple projects at the same time.

Career Path

The current Indian sports entertainment landscape gives a clear glimpse of how diverse the industry is. The sporting leagues that have been launched in the last 4 years do not revolve only around cricket. Other sports like Kabaddi, Hockey, Wrestling etc. are coming to the fore, thus generating a lot of employment opportunities. A manager/executive in the sports industry was expected to be a one stop manager for all roles, but now with all the stakeholders becoming more professional in their approach, the different job roles have been clearly defined. Though, they are still expected to be versatile in their approach.

Sports franchises, leagues or sports management companies have a diverse range of portfolios where there are multiple avenues for employment. A sports content and technology business will typically look to hire candidates for its team across multiple roles, who will be responsible for conceptualization, planning, execution and delivery of best-in-class products which include Match Centers, Fantasy Gaming, and Social Media Innovations across Digital platforms that aim to revolutionize the sports fan experience.

  • Entry level positions for managing sports events
  • Executives for developing business and new business procurement
  • Sport managers in fields such as Media & Advertising Sponsorship sales and managements, Tournament operations, Player representation/ management, Clubs/ academies management, and more.


Salary in this career field is based on experience, education and type of sports management position. The starting salary of a sports manager can be anywhere between Rs. 25,000 and Rs. 45,000. Remuneration increases with experience and position enhancement in the firm one is employed at. As one gains industrial experience, salaries can shoot up to as high as Rs. 50 lakhs per annum.