Managing The Sport Star

sports manager

Though sports management is yet to enter the mainframe of career choices, Sean Sequeira finds that being a sports manager in India is not altogether a gloomy option


Sports management is a specialised field which combines administrative, business and marketing functions. The sports manager is a combination of an agent and an advisor who handles the off-the-field aspects of the sport on behalf of the client so they can worry solely about their performance in the sport itself.


The job of a sports manager will be required to comb all the needs of a sportsperson. The responsibilities can be broadly summarised into five functions:
* Business development: involves signing new clients and generating revenue for the company
* Client servicing: taking care of the client’s day-to-day needs
* Event management: planning and executing sporting events smoothly
* Promotion: performing the public relations and marketing of the client effectively
* Research: finding new information that may contribute to the success


India lacks inadequacy when it comes to the number of institutes offering courses in sports management. The Sports Authority of India (SAI) was set up in 1984 by the Indian government to promote and improve the quality of sport in the country. The SAI run two institutes offering courses in a sport which can aid someone looking forward to a career in sports management. The two institutes are Netaji Subhas National Institute of Sports, Patiala and the Lakshmibai National College of Physical Education, Thiruvananthapuram.
The one year Post Graduate Diploma in Sports Management (PGDSM) is the most recognised course in India. A few private institutes also offer courses related to sports management in the country. There are plenty of institutes around the world that have credible programmes in sports management. Undergraduate and postgraduate degrees or postgraduate diplomas in sports management, physical education, sports coaching and sports administration can be useful qualifications to enter sports management.


The most successful sports managers are usually those who have engaged in professional sporting activities previously. Retired sportspersons who become sports managers tend to understand the commitments of their clients and therefore have an edge to be successful. Executives who haven’t been directly involved in sports before can also succeed if they have a passion for their job. The job may require further commitments apart from a regular 9-to-5 workday which the sports manager should be ready to undertake. Apart from this, a high level of energy and enthusiasm also goes a long way.


It is advisable to do an internship before or while pursuing an educational programme. The realm of sports management strongly depends on the contacts you build. An internship can give you an early insight into the field thereby improving your chances of employment and giving you a head start in your career as a sports manager. Internships tend to be rigorous with little pay.


The biggest challenge for a sports manager in India is attaining a sponsorship for their client. In a country that is obsessed with cricket, it becomes difficult for sports managers in other sports to attain funding through corporate sponsorship for the sportspersons they are representing. Companies usually look to invest a minimum amount of maximum returns which becomes an added challenge.
The career of the sports manager is closely associated with the performance of his client. If the client’s performance takes a nosedive, the sports manager will receive fewer returns and have added difficulties. Therefore a manager should be wary of the client’s day-to-day needs to make sure nothing hampers their performance.


Sports management hasn’t developed in India yet. It is still in its nascent stages. The only job Indians perceive in sports is professional cricketer which leaves limited opportunities for other professions and other sports. Efforts are being put in to advance sports management and it looks to have a better scope in the future.

Sports Management Companies In India

• Rhiti Sports, New Delhi and Mumbai
• Turf Sports Mangement, New Delhi
• Tiger Sports Marketing, New Delhi, Kolkata, Ahmedabad, Pune and Bangalore
• Gun for Glory Shooting Academy, Pune
• Sports Mechanics, Chennai

Career Facts


A sports manager is responsible for managing all the off-the-field activities of a sportsperson or a sports team. Largely, they handle:
* Public relations
* Funding, finance and sponsorships
* Training and promotional schedules
* Other similar activities


A fresher can expect a monthly salary starting anywhere between Rs. 12,000 and Rs. 15,000.


* Passion is the first requirement for a sports manager.
* Good communication and business skills are also important.


*International Institute of Sports Management, Mumbai
*Indian Institute of Social Welfare and Business Management, Kolkata
*Institute of Sports Science & Technology, Pune
*Alagappa University, Tamil Nadu


Volume 3 Issue 9


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