The Sports Marketing guest lecture was headed by Mr. Quentin Bravet, Associate Director at SEVEN, between July 15 and July 19, 2019.
Sports marketing is one of the most important facets of Sports Management. It helps in the promotion of sports teams and events as well as enables the advertising of products and services associated with them. Mr. Bravet, our visiting faculty, touched upon these topics through case studies, presentations, and his very own experiences in the industry.
The guest lecture was quite informative. Mr. Bravet did not stick to the syllabus, as what traditionally happens, and used a more hands-on approach. His session was immensely interactive as he used his real-life experiences to better explain sports marketing.
The best part of the session were the numerous case studies, presentations, and assignments. Besides being thought-provoking, they were also fun to do.
Unconventionally for a teacher, Mr. Bravet treated the students like professionals. This reiterates MBA ESG’s motto of creating professionals for the industry, not just graduates.
Students also experienced how to receive as well as provide constructive criticism of their work. Mr. Bravat was enthusiastic about helping them with their queries.
The session made it evident that a lot of research and work had gone into bringing it to the students in a manner they understood and could imbibe. The session provided more clarity about the path the students would like to pursue in the industry.
Agenda – To understand grassroots development in local arenas and how young kids are nurtured through sports.
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.
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.
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.
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 Sportsand 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
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.
Agenda – To understand how L’Union is contributing to the development of sports in France and how it is beneficial for society.
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.
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.
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.
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.
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.
Agenda – To understand the functioning of the player management agency. Speaker – Frank Hocquemiller, CEO & Founder, VIP-Consulting
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
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.
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.
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.
Agenda – To understand Red Bull and its involvement in sports. Speaker – Thomas Kerisit, National Events Manager, 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
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.
The Sport Management and Sport Diplomacy master classes were conducted by Mr. Roland Louvet.
Diplomacy helps bridge gaps between nations through sports. The Olympics is the best example of sport bringing nations, even those that are politically distant, together. Diplomacy in Sports is an integral part of the curriculum at MBA ESG. The master classes by Mr. Louvet offered a helpful understanding of diplomacy through real-time discussions and models.
Mr. Roland presented a case study of finance and how to manage it. He discussed the Olympics and how India can host the Games in the future. There was extensive dialogue regarding infrastructure development in India and a financial comparison was drawn between India and Europe. He also explained upcoming possible developments in Indian sports and how it can advance to Olympic levels in the upcoming years.
What made the sessions enjoyable were the discussions on trends in the Olympics, future finance options, and real-time case studies.
By showcasing comparative finance models in Asia, Europe, and America, we were able to gauge how all are different from each other. The real-time examples and problem-solving sessions on realistic issues in the sports industry truly set the session a class apart from the rest.
The Sports Management and Diplomacy master class was held between April 01, 2019 and April 05, 2019.
He (Mr. Julien Montel) was a really calm and organized speaker. He treated us like professionals first and students next. His meticulous research on the sports scene in India was impressive. We could really see the effort he’d put into his work.
His use of visual aids (mainly videos) to convey his points across helped us gain a good understanding of the subject. Having us observe interviews and videos to understand the concepts was quite unconventional. It was a fresh approach to learning and we enjoyed them immensely.
He treated us like professionals first and students next.
The most enjoyable part of his lectures was the comparison between the Indian sporting scenario and the ones in Europe and the Americas. His concrete knowledge and first-hand experience of the sporting scenario in Europe and the USA was immensely evident.
The discussions and assignments focused on sports were highly innovative and something that grabbed our attention.
Mr. Montel also conducted a short webinar on the Benefits and Challenges of Organizing an International Sports Event for a Country. The webinar, attended by current and prospective students, provided an understanding of how diplomacy plays an impactful role in bridging the gap between nations through sport.
Equip learners with an understanding of the importance of sports and its social, economic, and political impact.
Highlight the power of sports as a means to bring people together around international competitions.
Understand how Sport has become a soft power for countries and how they use sports to boost their image and reputation.
Understand the general requirements in selecting a country for a major international event.
Assess the logistical and business challenges of the host country.
You can watch the webinar below.
About Julien Montel
Mr. Julien Montel has over 14 years of experience as a key player in the sports industry. He has a proven track record in consulting, with more than 100 projects for sport institutions, public authorities, and companies. He currently serves as the President of JUM Consulting, which is dedicated to building sustainable and efficient models of sport at all levels and creating converging interests between sport stakeholders. He is also a visiting faculty for Sports Management and Diplomacy at MBA ESG, India.
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.
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.
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.
The way we consume sports has rapidly changed over the past few years. It’s no longer about watching games on television or in-person at the stadium. Sports has moved from the field to our living rooms and mobile phones. Digital media, and largely, social media has had a huge role to play in the sport industry.
Digital media is a powerful force. It has the ability to make or break careers and reputations in a matter of seconds. A growing number of sports teams are becoming aware of this power and are using digital media to promote their brand, stadium(s), games, and players. That’s why almost every sports league, team, and player has a social media profile because fans want to engage with them on a more personal level.
For example, the Royal Challengers Bangalore are the first team in the IPL (Indian Premier League) and the first sports team in India to adapt technology on a ginormous scale to connect with their fans. They introduced the RCB Bold Bot, a chatbot that provides fans exclusive content such as team news, player interviews, videos, photos, match reminders, and other behind the scenes content not available through traditional media. This way, the team stays connected with its fans even during the off-season.
Fantasy leagues are another hot pastime for sports fans. They allow fans to create their own teams with their favourite players and play away on their smartphone. While it may sound childish to non-fans, fantasy sports are played almost with the same fervour as the real games. There are hundreds of apps built for fantasy sports alone. Hence, it is a multibillion-dollar industry.
Digital media has blurred the lines between a player and a fan. It has created a relationship between them that goes beyond the field. It has personalized the relationship and changed the whole dynamic of how a fan sees the player and, by large, the team. Therefore, it is highly important to put out the right content for fans and manage their digital media effectively. This is where sports management comes into play.
Digital media is a great way to influence how fans think, see, and interact with sports teams and players. If you aren’t a player or aren’t interested in the athletic side of sports but still want to stay connected to the industry, then Sports management is the career for you.
The world of athletics comes up with business models and exciting careers for the people who are passionate about sports. Experts have stated that talent contributes to only 10-15% of your success, the remaining is your attitude and pressure-handling skills. These skills need to hone with some serious hard work, dedication, and sincerity. Some sports are played by individuals and some by teams, but both needs to be channelized and directed well to get the desired outputs, hence the need for a sports manager. Behind the scenes, there are several people who are involved in the development of an average player/team to a world-class player/team – broadcasters, PR executives, facility managers, nutritionists, trainers, coaches, and many more.
Education to pursue a career in sports management
An associate needs to lay a solid foundation by getting their bachelor’s degree. The competition for a job in the sports industry is fierce as results are the only way to quantify your efforts. A specialization during your Master’s will certainly be an added advantage in your quest for your dream career. The task and responsibilities of a sports manager would vary depending on the subfield they choose to specialize. You can choose any one of the following:
Master of Business Administration: This generalized management master’s degree will be helpful in your pursuit to gaining knowledge and become a master in your field. Concentrate your career with specializations in finance, sports business, marketing or sports management if it is available.
Master of Science in Sports Management: This degree would keep you industry-ready in all levels of management like recreational, interscholastic, juvenile, amateur, collegiate, and professional.
Master of Science in Sports Medicine: This degree would cover health areas for athletes like assessment, prevention, management, and rehabilitation and recovering from injuries.
Other courses which you can pursue are BA/MA in Sports Management, BBA in Sports Management, PG Diploma in Sports Business or Management, or even Ph.D. in sports management.
A Doctor of Philosophy (Ph.D.) in sports management would include study and research in areas like sociological or psychological areas of sports. A Doctor of Education (EdD or DEd) in sports management focuses on two main area: Sports medicine or Olympism.
Career paths in Sports Management
You can work in a plethora of fields related to sports management. Being a multi-million industry all over the world, you can gain phenomenal success in your career if you maintain passion and composure. Some of the roles which you can pursue in Sports Management are Athletics Director, Team Director, Business Operations, Sports Agents, Ticket Sales, Marketing Communication and Sports Managers, Head Coaches, Event Sports Managers and PR Managers.
Sports teams and leagues are among the obvious employers. Some of the other popular options include:
Sports Network Companies such as ESPN, Star, Fox Sports and Sony
Athletic apparel companies such as Nike, Adidas, Puma and Reebok
Advertising, Marketing and Public Relations Firms
Median Annual Salary & Growth of Sports Managers
Depending on the position and experience you have in the industry, you can potentially earn anywhere between $30,000 per year to more than $100,000 annually.
Median Annual Salary
Coaches and Scouts
Sports Marketing Manager
Future Outlook of the Industry
Since Sports is a growing domain globally and the demand and competitiveness is never going to end, you can expect it to do better than many other sectors, even during tough economic times. With many sports picking up the intensity and increasing competition, there are going to be plenty of openings and roles in this industry which poised to cross many boundaries in the near future.