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Sport Management Study Trip to Paris – Week Two

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


  • La Camillienne

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

La Camilliene

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


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.

JC Sorge Meeting

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

Lagardere Sports

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


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.

Paris 2024 Plan 1024x683 - Sport Management Study Trip to Paris - Week Two

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.

Sport Management Study Trip to Paris – Week One

The Paris study trip is an integral part of the MBA in Sport 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.

Stade de France

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.

Parc de Princes

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

Frank Hocquemiller

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

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.

Gerard Houllier

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

Red Bull

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

Renault F1 Team

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.

Student Review – Sport Management

The Sport Management master classes were conducted by Mr. Benjamin Sorge, Head, Sport Management, MBA ESG, India.




What was the best part of the sessions conducted?

  • Emergency seminars and knowledge sharing about the subject.
  • The projects helped understand the practical aspects of sports management.


What was the most enjoyable part of the teachings?

  • Notes on the improvement of presentation skills and mentorship on career plans.
  • Group-based projects on various real-time scenarios which helped in getting to the heart of the subject
  • Learning more about teamwork.


What was different compared to regular classes?

  • The classes helped us get ready for business presentations on different scenarios like negotiation, investment, analysis, etc.
  • One-on-one discussions helped us gain an understanding focus areas for better job opportunities.

Sports Merchandising and Licensing – Guest Lecture


The Sports Merchandising and Licensing master class was held between March 04, 2019 and March 08, 2019.


What first awed us was the fact that he [Mr. Christophe Rousseau] has worked for some of the biggest companies in the world and yet was able to break things down and help us understand the subject easily. He was unconventional in the way that he let students dictate discussions in the class. We were given a push and after a certain point, were left to be independent in our thinking and approach.

We were given a push and after a certain point, were left to be independent in our thinking and approach.

The most enjoyable part of his sessions was that he recognised the sports we followed and used that to connect what he was teaching. This made his sessions relatable. The complete focus on the field of sports was great. We did have a general idea about merchandising and licensing prior to his master class, but he really went in-depth about the sports industry, making it interesting.

Bookish knowledge is one thing, but being able to simulate situations, especially in the presence of an expert in that field, is better and much more engaging.


On March 08, 2019, Mr. Rousseau headlined a webinar for current and prospective students that provided useful insights on Sports Merchandising. Attendees discovered how Merchandising fits into the spectrum of Sports Management and how they can pursue a lucrative career in it.

Key Takeaways

  • Introduction to Sports Merchandising
  • Requirements for merchandising success
  • The 4 ‘W’s of Merchandising – WHAT to sell, WHEN to sell, WHERE to sell, and WHO to sell to
  • Product, Cross-Channel, and Customer strategies
  • Development of licensing partnerships
  • Use of technology in sports


You can watch the webinar below.

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About Christophe Rousseau

Mr. Christophe Rousseau has over 20 years of experience in sports marketing, sports licensing and merchandising, and retail and venue merchandising. He launched the SPORTEM conference in Lille in 2015, which is now recognized as one of the main sports marketing events in France and Western Europe. He is currently a visiting faculty member at MBA ESG, India and teaches Sports Merchandising.

5 Sports Marketing Strategies That Drive Results


Sports marketing is an exciting field that’ll always keep you on your toes. There’s always something or the other that can be enhanced to increase engagement, sales, and visibility. Sports teams, therefore, are always strategizing during and after game season. Here are 5 marketing strategies they adopt to drive positive results.

  1. Using social media

It seems nowadays almost the entire world is hooked on to social media. Everyone; from children to their grandparents; has at least one social media account which they log on to religiously. Facebook, Twitter, and Instagram are among the most popular channels through which people interact over the web. Sports teams are increasingly leveraging the power of these social media channels to engage with fans, share content, and provide updates about the team. By doing so, they are tapping into huge markets at a fraction of the cost of traditional marketing.

  1. Engaging female audiences

Sports has conventionally been viewed as a male-oriented sector, played by men and followed by men. But what sports marketers have come to realize is that there is a huge female fan base that watches and follows sports just as fervently. In fact, they represent a powerful demographic, both in terms of consumption and purchasing. If sports teams and marketers aren’t tapping into this demographic, they are missing out a significant market that can drive positive growth.

  1. Post-game marketing

Marketing is an all-year-round effort. It doesn’t stop when the game does. It’s quite the opposite. Marketing becomes more intense after the season. Keeping the fans engaged after the game or season ensures their passion for the team or sport is still intact. This is done by offering promotions and perks that will keep fans eager for the next season.

  1. Providing shareable content

Sports fans today are quite tech-savvy and spend most of their time online. They love to share what’s happening in their life, what food they ate, what games they watched, and so on. This is a great opportunity for sports teams to engage with them and provide content they can share with their friends. Sports marketers can also encourage fans to use their creativity to make content and share it with their friends and followers. Allowing fans to have conversations with the team and sharing that content across media channels is beneficial to both. It gives fans the feeling that teams care about them and sports teams can reach a wider audience when fans share their content online.

  1. Building smart arenas

Including technology in the stadium can be extremely effective, both in terms of engagement and functionality. Connecting mobile applications to amenities such as concessions, parking, rest rooms, seat upgrades, coupons, game replays and highlights, etc. will revolutionize the sport industry in India. While these are yet to be practically realized, the potential for their use should be explored thoroughly. It could usher in a new era of sport and sport management and change the way sports is viewed in India.

The Sport Management program from MBA ESG teaches you how to plan and implement such strategies that drive audience engagement and keep fans coming back for more.

Sport Management Internship with Double PASS | MBA-ESG, India

We are delighted to announce that three of our Sport Management students, Anwar Sayeed, Jasdeep Chhabra, and Bharat Narsinghani, have secured internships with Double PASS, a football consultancy agency in Bangalore, India. The students impressed the interviewers with their diverse portfolios and were on-boarded immediately after their interview. Their internships commence from March 01, 2019.

MBA ESG Sport Management students, Anwar Sayeed, Jasdeep Chhabra, and Bharat Narsinghani

Project Manager of Double PASS, Sarthak Dubey, said: “the candidates had their unique strengths and we believe they can all add value to our eco-system.”

Double PASS, a spin-off company of the University of Brussels (VUB), is a football consultancy agency that provides assessments and assistance on developing talent to sports clubs across the globe.

Marketing in Sports – Guest Lecture by Mr. Ravi Kumar


To understand Marketing in Sports.


The insightful lecture touched upon the following topics.

  • Strategy and competition position
  • Brand management
  • Price and distribution channels
  • Tools used in marketing
  • Customer lifetime value and Customer Relationship Management, ROI, web applications, and sales campaigns
  • Marketing product and sports marketing
  • Customer service, customer product/service, research, product development, pricing, distribution, advertisements, and promotions
  • Communication phase – key message, creative brief, inspiration, clarity, deliverable value, and objective of the brand
  • New ideas to target audience
  • Media strategy – the right channel to reach the target audience
  • Proper execution = ROI
  • Marketing mix: All strategies revolve around the target audience – sales, ads, promotions, personal selling, public relation, direct marketing, etc.
  • Importance of labelling – First impression of the product and the power of wilful ignorance
  • Nike is an excellent example of marketing intelligence – Understanding users’ needs and delivering value while adhering to the brand’s core principles


Sports Law and Its Application in the Sports Industry – Guest Lecture


To understand Sports law and how it is applied in the real world of the sports industry.


The world of sports is not above the law. It does have its rules and regulations, both on and off the field that is to be followed industriously. Law is essential from every point of view in the sports industry.

The primary reason law is a necessity for the sports ecosystem is because a meticulous and structured legal system protects the economy and business environment. Sports law dictates the terms and conditions of a sport because many entities plan their policy and terms within the law of the nation. Since the sports industry is exposed to international entities and stakeholders, a strong law to improve international relations and avoiding any conflict is required. For instance, double tax avoidance agreements.

Take a look at the breakdown of the sports ecosystem with respect to IPL and ISL, along with few international leagues.

  • Commercializing assets of a company and minute details behind broadcasting
  • Tax structure for players and leagues
  • How law comes into play in ICC events and what are the rights of the ICC? What can go wrong and how to tackle it?
  • What are the rules of sponsorship and players’ rights?
  • The role of media and their intervention
  • Ticketing terms and condition assessments
  • Branding and bidding in such high-class events
  • What are the rights of the franchise?
  • Laws to be considered while signing a player
  • Use of intellectual property rights in sports
  • Promotion and contest prizes
  • Merchandising
  • Displaying product/services and rules to follow to display them adequately
  • Interaction with images of the league and the rights to use them
  • Sponsorship fee, performance-based bonus, license fee, barter/in-kind, service fee and consultation fee
  • License fee for a club, including purchase and royalty
  • Difference between rights and agreement.
  • Partner’s power
  • Internal stadium threats – Streaming live, ambush marketing, etc.
  • External threats – Piracy, taping from TV, news access over footage/video of sporting event and rules for its use
  • Infringement causing money loss to the broadcasting company


  • Agreement and its clarity over events
  • Public caution notice
  • Brand and content protection
  • Advance notifications to sponsor/partner competition
  • Venue access and various accompanying aspects such as,
    • Ticketing terms and condition
    • Media accreditations
    • News access regulation for India
  • Rights protection and awareness with modern changes to rights and law

Contest monitoring and enforcement

The Dynamics of Sports and Sports Business – Guest Lecture by Mr. Mohit Raina And Mr. KNS Murthy


To understand the dynamics of sports and sports business in the last two decades.


Mr. Mohit Raina provided a number of insights into the sports business and how it has changed to become more beneficial for sports consumers.

In the discussion, he took students through the various changes taking place in the media over the last 20 years. For example, earlier, there used to be a single camera capturing an entire match. Now, with the advancement in technology, there are various cameras to capture all the action, at different angles and positions, providing an intriguing viewing experience for viewers and fans.

Private leagues such as IPL, ISL, Pro-Kabaddi League, etc. have added a new dimension to players’ careers. They have also created new job opportunities across the country. Many specialization-based job profiles, such as Performance Analyst, Pitch Inspector, and others which never existed before, were developed over a period of time.

Companies like JSW and Tata are investing in players and other sport-related facilities to provide quality training platforms to improve performance in major tournaments. States like Odisha are investing heavily for the improvement of Hockey in India. Media companies like Star Sports Pvt. Ltd. and Sony Networks have helped in highlighting non-cricket sports like Kabaddi, Volleyball, Badminton, and Wrestling by broadcasting them on their respective channels and promoting them as mega-events.

Mr. Raina also discussed a case study based on the development of Football in India. It showed how Team India’s performance dipped post the 1950s in football. It also showed the lack of resources and the Football Federation’s negligence to develop the sport. However, private leagues such as the ISL are imbibing Football culture into the Indian psyche. As a result of ISL’s growth, people have displayed their craze for Football with them fervent support for the AFC Asian Cup 2019. This clearly shows India is warming up to Football in a big way.


Sports Management professionals play a critical role in the growth of the sports ecosystem in India. They have to hone their passion and channelize it into that particular area of interest. They can initially start with small projects and internship opportunities to be a part of the current sports ecosystem, which will help them gain valuable insights into the work that’s cut out for them. It will also help them understand the areas of improvement that can make the industry efficient and thus, better.

Recruitment Drive: Decathlon

Students of our MBA Sport Management program attended a recruitment drive organized by sporting goods retailer, Decathlon. As a leading sports retailer, Decathlon designs its own products and is a well-known brand across the globe. Thus, it is one of the preferred employers for sports management graduates.

Students were vying for a regular/part-time position as Sports Leader at Decathlon’s new store in Koramangala, Bangalore. Prior to the recruitment process, all candidates were requested to bring their resumes and the interview sheet provided by Decathlon.

Selection Procedure

  • The process started with a warm-up session followed by a presentation, which provided valuable insights about the company as well as an overview of the role for which students were being recruited.
  • The second round was a physical test, which involved a beep test and team sport test.
  • The next round was Group Discussion.
  • Post the physical and group discussion rounds, selected candidates moved on to the personal interview round. This round saw two of our students getting qualified for the next round.
  • Lastly, students got into salary negotiations to confirm their selection for the role of Sports Leader at Decathlon.

Learning Outcomes

Decathlon looks for candidates who have a never-give-up attitude. Enthusiasm for sports is one of the key factors to becoming a part of the Decathlon team. Based on their project-based performance, employees can grow within the company and take up managerial and leadership positions.

The recruitment drive at Decathlon was an excellent opportunity for students to discover the company’s culture and business.

There are numerous career avenues in various sectors of sports management and the sports industry as a whole. As the number of retailers and manufacturers of sports goods and services increases, so will the demand for qualified graduates in these fields. And MBA ESG offers the ideal platform for sport enthusiasts to hone their passion and carve a rewarding career path in sports management.

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