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A Career in Sports Marketing


SachinYou cannot walk down the street these days without seeing giant billboards of Sachin Tendulkar or MS Dhoni or Virat Kohli urging you to buy some chips or drink a particular brand of cola. Sports marketing may be young in India, but it is growing phenomenally, and the money it generates (the industry in India was valued at around $5 billion as of 2009) is attracting
more and more people.

What does sports marketing involve?
Sports marketing is simply marketing using sports as its medium, and involves an investment made in terms of money and other resources to support an athlete, event or organisation. The sponsor company gains visibility and a boost to its reputation, thanks to the entity that it supports.

There are three broad areas that you can expect to work in as a sports marketer: the marketing of sporting events (like the Commonwealth Games), the marketing of products using events or personalities to promote them (think Federer and Rolex), and promoting sports for its own sake.

What does a sports marketer do?

Sports and marketing – combine the two and you have a sports marketer, you may think! But it’s not really as simple as it sounds, actually covering a gamut of responsibilities that you will be expected to fulfil, depending on your role. What can you expect to do as a sports marketer? Run your eye over the extensive list below:

  • Sponsor servicing – negotiating and maintaining deals with sponsors
  • Player appearances at public events
  • Licensing and merchandising sports properties
  • Fan club management
  • Liaising with event promoters (for events like the World Cup of any sport)
  • Overseeing the formation and implementation of marketing strategies
  • Looking out for advertisement opportunities
  • Thinking up innovative marketing campaigns
  • Managing daily activities
  • Researching advertising mediums
  • Designing websites, video clips, and newsletters and more

You could also opt to specialise in a particular aspect, choosing to be a communications analyst, brand manager, an event planning specialist, an e-commerce coordinator, a PR specialist or an advertising manager. The opportunities and roles available are endless and evolving in this young and dynamic industry.

The scope of sports marketing in India

In India, a country whose sporting affections are yet to be seriously diverted towards games other than cricket,sports marketing is especially new. Sports marketing is largely older and more developed in multisport nations like South Africa and Australia, while the infrastructure in India is still found wanting. However, there is a lot activity seen now in India, with companies like Globosport and IMG (one of the biggest names in the world scene) finding great success.

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