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In Conversation With Benjamin Sorge, Global Program Head, Sports Management, MBA ESG Paris

Date: August 05, 2020

In this talk, our Global Program Head for Sports Management, Benjamin Sorge, shares insights into the sports industry both in India and globally. He discusses how digitalization is changing the face of sports and throws light on the various careers you can pursue in the sports industry.

Benjamin Sorge has been the Marketing Director of Unibet and the Managing Director of Pokerstars – the leading Poker Company in the word – in Europe. Through this experience, Mr. Sorge has managed sponsorship deals with Nadal, Neymar, Cristiano Ronaldo, Monfils, and soccer teams like PSG, Lyon, and Juventus. Now, Mr. Sorge has founded his own consultancy company Victoires and is working with clients like Lacoste, French Federation of Soccer, National League of Volley, Marathon of Paris, and some major eSport talents. He has also headed the Sports Management program in India since its inception in 2017.

Watch the complete talk on Instagram here.

Testimonial: Adrien, our MBA Sports Management student recounts his experience

Before joining MBA ESG, Adrien had a DUT GEA (Business and Administration Management) at the University of Orleans. Eager to obtain financial and marketing bases, he later gained a management and marketing license at IAE Orléans. He is now one of our future graduates in MBA Sports Management.

“It’s my passion for the sport that first convinced me to start this training. I did not want to integrate a training STAPS, which for me did not correspond to my profile and which was not enough oriented to business. I saw in ESG’s MBA a real springboard in the realization of my career. I came for a training that trains future professionals and managers while allowing me to evolve in the sports world. The reputation of training in the world of sports and the courses offered, by professionals confirmed in their field of activity, have greatly influenced my choice. We are immediately considered professionals more than students!”

“In my opinion, the main asset of the training is undeniably the intervention of professionals. Beyond coming with their network, they allow students to benefit from their experiences. They are all in a state of mind of exchange and sharing. When you give yourself the means to succeed, we accompany you and give you the means to achieve your dreams. You are supported and always listened to. Admittedly, these are two years extremely intense in terms of rhythm but it creates a real team spirit, allows to build a network and especially to be constantly in a work environment that we can find in business.”

“My experience in business has brought me a lot personally but also professionally. I had a lot of responsibilities and my management has always trusted me. I have strong marketing skills today with true 360-degree vision. Personally, I learned a lot about myself and how to manage priorities.”

“These two years have been the best of my school career. I met colleagues who have become true friends with whom I can share and expand my professional network. Then, from a professional point of view, this training was for me a real revelation. I was able to put my skills to the benefit of my passion. Future graduate, I now feel ready to try the professional adventure in London!”

Learn more about MBA in Sports Management at MBA ESG.

This article was translated from French. You can read the original article here.

Launch of the MBA ESG Sports Management Program in Dakar in Partnership with the ISM Group

MBA ESG, Paris (Galileo Global Education Group) launched the first training course in Sports Management in Dakar with the ISM Senegal Group, which opened on October 30, 2019.

By starting this training in Senegal, the ISM Group aims to prepare sports professionals, passionate about this evolving universe, to become future players in the sports world in view of the Youth Olympic Games organized in the country in 2022. A “First” for Africa, which will host, on French-speaking soil, the biggest event in the world.

Abdou Diouf, Director General of ISM, talks about his ambitions in relation to this partnership:

“As part of the 2022 Youth Olympic Games, having quality expertise requires skills in the field of sports management. We challenged ourselves to participate in capacity building and the implementation of this expertise by mobilizing the skills of ESG MBAs who have been working in this field for a long time,” says Abdou Diouf.

“This training is in line with the international and professional standard of MBA ESG, which trains 90   young people practicing in the world of sport each year. It is this model that we wish to introduce in Senegal to respond to the overwhelming evolution of the sport of today and tomorrow which is becoming industrialized, globalized, digitalized, and contributes to the “better living” together of people”, he continues.

After Guadeloupe, Lebanon, India, the creation of this first “Sports” course in Dakar on the continent of “youth of the world” strengthens the desire of Galileo and MBA ESG to forge a link between the Group’s schools, to pursue the development of “Sports” training establishments and to build strong relationships with local economic circles.

Discover more about our MBA Sports Management.

This article was translated from French. You can read the original article here.

Sports Management Study Trip to Paris – Week Two

An overview of week two of the Paris trip of our MBA in Sports Management program.


  • La Camillienne

Agenda – To understand grassroots development in local arenas and how young kids are nurtured through sports.

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The visit helped us understand how young kids from different backgrounds of society are enrolled in different sports facilities. Students here are taught basic qualities of sports such as team building, unity, teamwork, leadership, etc. The management conducts different competitions and invites scouts for identifying young talent who can become players/athletes in the future. Through this grassroots initiative, we understood how the local government is providing amenities required for amateur-level sports. It is also tackling one of the biggest challenges in sports – that of offering children from different backgrounds the same facilities to grow.



  • Lacoste

Agenda – To know more about the company, its classification, and designing of sportswear, and future planning for major tournaments like Wimbledon, Olympics, and Paralympics.

Speaker – Nicolas Rakocevic, Global Sports Marketing Activation Manager, Lacoste

Lacoste - Sports Management Study Trip to Paris - Week Two

The visit helped us understand the company’s focus on Tennis and Golf, its official partnership with Olympics and Paralympics 2024, and their primary target sales – footwear, eyewear, and undergarments. It also helped us understand how Lacoste is diversifying across the globe based on consumer interests and latest trends.

  • Sports Exposition

Agenda – To understand the importance of sports medicine, analysis, and biomechanics for players in different sports, and how it helped them grow.

The visit helped us understand the importance of sports for an individual’s fitness; the importance of how analysis, as well as sports, help players and individuals keep fit and fine, and how biomechanics is important in different sports. Seeing sports from a different angle i.e. from medical terms, and learning how workload is managed for the players was remarkable. We were able to gauge which particular part of the body gets more functional and which other parts get involved while playing a sport. Recognising the impact of sports in different age groups – from children to adults – was refreshing.



  • Guest Lecture by Jean Claude Sorge

Agenda – Discussion about the planning of previous Olympics, the importance of sports events, and how India is shaping up as a sporting nation.

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The session helped us understand the budgets and expenditure of previous Olympics and the reasons for loss. Based on the experience of previous Olympics, we saw how the 2024 and 2028 Games were shaping up. The importance of sports experts in the growth of the sporting culture in India was one of the main points of discussion. Conducting FIFA events is helping garner attention in the sports world. We discovered sports is a great business to invest in. We learnt that the revenue model of the Olympics and future plans are taken into account to make the entire event a grand success. The lecture was very informative. It showed us how to effectively plan a mega sports event like the Olympics in India.

  • U Arena a.k.a Paris La Défense Arena

Agenda – To understand the stadium model, technological implementations in the stadium, and revenue model of the arena.

Speaker – Benjamin Sorge, Sport Management Program Head

This is the 2nd largest indoor stadium in the world with a capacity of 30,000 (during games) and goes up to about 40,000 (during concerts). The stadium can be used for other sports and events such as rugby, ice hockey, basketball, and concerts, etc. There are 100 soundproof meeting rooms inside, which are rented on a per day basis at 450 euros per person. We learnt how revenues are earned and how the management team overcomes debts in a short period of time, making the stadium multi-functional and keeping the stadium functional. The same arena will be used for Olympics 2024.



  • Lagardère Sports and Entertainment

Agenda – To understand the business around sports entertainment, sponsorship, sports marketing, and planning of different sports events on a global level.

Speaker – Lawrence Joye, France Marketing Manager, Lagardère Sports

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The visit helped us understand different areas of Lagardère Sports across the world like athlete representation in USA and operations in Europe. We learnt about advertising sales, naming rights, and consultation with companies as well as clubs to meet their market requirements. The company is also involved in stadium consultation, events activation planning for soccer leagues, and branding and signage of contracts for sponsors. We saw how the company manages different sports events, the challenges in sports marketing, and how consultation is a big source of revenue in the field of sports.

  • L’Union

Agenda – To understand how L’Union is contributing to the development of sports in France and how it is beneficial for society.

Speaker – Virgile Caillet, Executive Officer, L’Union

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L’Union is a federation of 1400 sports companies. The objective of the company is to legitimize L’Union Sport & Cycle in the political, economic, and sporting ecosystem. It also includes manufacturers of sporting goods and facilities, retailers, the cycle industry, companies of service providers, etc. It was a highly knowledgeable session that helped us know about the current scenario of sports in France. This was a completely new concept which, when developed in India, will be able to help the sports ecosystem grow faster. Private sports firms would be able to help convince government bodies to make changes in short periods of time. The union can also help sports start-ups grow. Doing so will be an encouraging move in improving facilities and uplifting sports players from rural areas.


Agenda – To understand the sports marketing agency and how it is beneficial in the ecosystem of sports.

Speaker – Benjamin Sorge, Sport Management Program Head

The company helps in designing strategies for advertisers with the right stakeholders and provides market strategies for selling rights. The client success rate is 95%. Future trends in the advertising industry include VR, hologram, and artificial intelligence, which will attract more spectators to sports. It helped us learn how the agency is reaching out to people and influencing sports through smart advertising. We learnt the different strategies that can be used for different companies to get linked with sports. This will help get more advertisers and companies for a particular sporting event and see how sports agencies can benefit from it.



  • INSEP (National Institute of Sport, Expertise, and Performance)

Agenda – To discover more about the sports training facilities for professional athletes in France.

INSEP is a French training institute for individual athletes and team sports like basketball. In the 2016 Olympics, 21 out of 42 medals came from this institute. The institute nurtures athletes from a young age, around 16-17, and helps them focus on their respective sports and improve their performance. Their nutrition and health are taken into consideration in order to improve their performance. The visit helped us learn about the training requirements of the players, the research needed to learn the requirements of the athletes during the training program, and planning of educational workshop sessions.

  • Paris 2024 Planning

Agenda – To understand the planning, implementation, and future with respect to Olympics 2024.

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The meeting helped us understand the plan and budget of the Olympics. The location of the Olympic village and its plans, the different venue plans, the theme, vision, and mission of the Olympics were also discussed along with CSR activities related to the Olympics and how they were going to benefit the society post the Olympics. The meeting helped us know how Paris is preparing for the Olympics to make it profitable for the society and how they are going to use the stadiums for the Olympics. It is a huge plus for them and helped us understand the business model around the individual arenas selected for Olympics 2024.

See what our students explored during week one of their Paris study trip.

Sports Management Study Trip to Paris – Week One

The Paris study trip is an integral part of the MBA in Sports Management program at MBA ESG, Bangalore. The trip enables students to immerse themselves into the culture and business of France. The main idea behind the trip is to transform students into professionals who are able to work with businesses at a global level. The two weeks are spent productively through visits to companies, stadiums, and different sports organizations.

This post provides an overview of week one of the Paris trip.


  • Stade de France

Agenda – To see the international football stadium and understand its dynamic functionality in the context of Olympics 2024.

01. Stade de France 30x20 - Sports Management Study Trip to Paris - Week One

The visit offered an understanding of how a multifunctional stadium is developed, taking future planning into account. We discovered how the stadium is maintained and the safety measures followed during and post a match. We learnt different sources of revenue generation from the stadium and the management of team players and fans during a match. The Olympics 2024 village, being developed nearby, helped us understand how planning is being done for the Olympics.

  • Parc des Princes (World Cup Match)

Agenda – To see how official world cup football matches are conducted.

02. Parc de Princes 30x20 - Sports Management Study Trip to Paris - Week One

The live match helped us understand how the stadium security, concessions, and the entire official management works behind the scenes during the entire match which includes commentary and official changes during the match.



  • VIP-Consulting

Agenda – To understand the functioning of the player management agency.
Speaker – Frank Hocquemiller, CEO & Founder, VIP-Consulting

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The meeting helped us understand the function and rules of player management, mainly how young players are identified and managed. Besides this, we learnt the terms and conditions of the company how it manages players, different ways of revenue generation of the company, and the difference in the player management business in India and France.

  • National Assembly (French Parliament)

Agenda – To understand laws and diplomacy in terms of sports in the French Parliament.
Speaker – Deputy of Lorient, Gwendal Rouillard

French Parliament 30x20 - Sports Management Study Trip to Paris - Week One

The visit gave us a brief understanding of the functioning of the French Parliament and offered insights into the importance of sports for France, the relationship between India and France, and future opportunities in the field of sports between both the countries.




Agenda – To understand the vision and mission of sports start-ups.
Speakers – Phillip L and Alix Andlauer

The meeting gave us a good idea about the company, BET4FUN. It also shed light on the ideation and planning behind the set-up of the company. We discovered the requirements to become an entrepreneur and how investors have to be approached for a start-up.


Agenda – To understand media production, broadcast, and technical support of sports media and how different mergers and acquisitions happen in different parts of the world.
Speakers – Arnaud Decker, Head of International Legal Affairs and Erick Jover, Director of Media Acquisition, beIN

We learnt the essentials required to develop sports content and how the live stream of sports content is broadcast across the world. The speakers also mentioned the important acquisitions by beIN Sports. They included how media channels are fighting against illegal streaming and the need for different types of content for different regions across the globe.



  • Velodrome

Agenda – To understand the cycling arena and its utilization in Olympics 2024.

The cycling arena will be used in Olympics 2024 for BMX and cycling events. The visit enabled us to understand how, before the Olympics, the public-private partnership is helping the stadium run and maintain the arena. We learnt about different sources of revenue generation for the benefit of the venue. The areas where the France cycling team practices and how their rooms are maintained were included in the tour.



  • Session by Gerard Houiller

Agenda – To understand the importance of organizational behaviour in sports companies.

03. Gerard Houllier 30x20 - Sports Management Study Trip to Paris - Week One

The meeting helped us understand leadership and managerial qualities required in an organization, factors important for motivation, and how different people with different mind-sets are managed to successfully implement a task. The session also touched upon what positivity is and how it can be included within the organization to ensure successful results for a given task.

  • Red Bull

Agenda – To understand Red Bull and its involvement in sports.
Speaker – Thomas Kerisit, National Events Manager, Red Bull

04. Red Bull 30x20 - Sports Management Study Trip to Paris - Week One

The interactive Q&A session allowed us to learn about the founding of Red Bull, the different functional areas of Red Bull, how it is different from the other energy drink companies, the reasons for investing in extreme sports, impact of investment in football clubs like Salzburg and Leipzig, the vision and mission of Red Bull in future, and plans and ideas of Red Bull in India and France.

  • Session by Renault F1 Team

Agenda – To know more about the F1 team and how sponsorship is important in sports.
Speaker – Achille Dulac, Business Developer at Renault F1 Team

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The meeting enabled us to understand the complete tournament cycle of F1 races. It made us realise the impact of IT technologies for the development of F1. We gained insights into the scouting practices of F1. We also learnt Renault’s investment plan and sponsorship deals for their F1 team. The partnership and sponsorship renewal plan every year, how it is improving, and how it is different from the other sporting events were other important points discussed in the meeting.

See what our students were up to during week two of their Paris study trip.

The Rise of Sports and Sports Management in India | MBA ESG, India

The sports scene in India has undergone a major transformation. No more is cricket the one and only sport worth watching. Today, the Indian sports industry is worth about $700 million. Thanks to the emergence of multiple leagues in a number of diverse sports, this number only seems to be getting bigger.

There was a time, not long ago, when television screens were jam-packed with news and images of cricket. ODIs, test matches, Ranji Trophy, and what not? All dealing with cricket. Hockey received a passing mention if there was an ongoing tournament. And other sports were largely ignored because they weren’t as “popular.” Hence, it’s no surprise that India was, and to an extent still is a cricket-crazy nation.

If someone would have mentioned, 10 years ago, that other sports would be dominating our screens, we would have laughed them off. But today, that person would be right. Because, today, cricket no longer occupies the coveted position it did at one point. However, it does deserve the credit for paving the way for the emergence of other sports in India.

Meteoric Beginnings

The Indian Premier League, popularly known as the IPL, set the precedent for other sports leagues by bringing sponsorships from big companies and popular celebrities. It added a touch of glamour to an otherwise serious industry. Other sports, taking a cue from the IPL, developed their franchises based on its business model. Today, there are a number of leagues in a variety of sports with millions in sponsorships.

The IPL wasn’t the first private sports league in India. Before it came into being there was the Premier Hockey League, India’s first professional sports league, established in 2005. Though it was backed by bigwigs like the Indian Hockey Federation, Leisure Sports, and ESPN Star Sports, it failed to strike a chord with viewers and sponsors. Thus it was discontinued after three years. Its failure can be attributed to the non-familiarity of the sport with the Indian audience.

The IPL brought together two industries beloved in India – movies and cricket – on one platform. This irresistible and infallible combination is largely the reason for its continued success

But even cricket, a sport the country almost deifies, had a rocky start. The Indian Cricket League or ICL, formed before the IPL, lasted only 2 years (between 2007 and 2009). It did not receive support from the Board of Control for Cricket in India (BCCI) or the International Cricket Council (ICC) nor did it have any strong commercial sponsorship.

The IPL, on the other hand, started with a strong foundation with support from the BCCI, corporate endorsements, and innumerable sponsorships. It also helped that teams in the IPL had celebrity owners. It brought together two industries beloved in India – movies and cricket – on one platform. This irresistible and infallible combination is largely the reason for its continued success.

Expanding the Horizon

The immense success of the IPL led to the creation of the Pro Kabaddi League, Indian Super League, Hockey India League, Premier Badminton League, Pro-Wrestling League, and many more. This is good news for sports fans and investors. For fans, it’s a chance to watch and enjoy their favorite sport on a grander and glamorous level. Sponsors can capitalize on this growing interest and turn it into a profitable investment. It’s not just televisions and mobiles that these leagues are taking over; stadiums are brimming with hardcore sports fans, who are thronging in huge numbers to watch them. Social media is also abuzz with discussions about kabaddi, hockey, gymnastics, and others.

The biggest development by far in Indian sports is the recognition of the contributions by sportswomen. With women winning top prizes in international sporting events such as the Olympics, Commonwealth Games, and the recently concluded Cricket World Cup, their tournaments are gaining a sizable audience. PT Usha (Track & Field), Anju Bobby George (Athletics), Sania Mirza (Tennis), Mary Kom (Boxing), Saina Nehwal and PV Sindhu (Badminton), Sakshi Malik (Wrestling), Mithali Raj (Cricket), Deepa Karmakar (Gymnastics), Tania Sachdev (Chess), Deepika Kumari (Archery), Dipika Pallikal (Squash), and many more have become household names that we enunciate with pride. They have leveled the playing field and showed that talent has no gender.

Sports Management, the Future

The rise of sports in India has opened doors to a plethora of opportunities in sports management. As sport becomes a valuable industry for investors, there is a good chance you can make a lucrative career in sports. Career options include anything from managing a stadium to being a high-profile sports manager. There are also numerous sports management companies that have cropped up in recent years dealing with the business of sports.

With an inexhaustible list of sports that are yet to be tapped, India is well on its way to becoming a key player in the management and marketing of sports.