Sports Management : A Game Changer

Dr.Ashish Phulkar
ashishlnipe@gmail.com
 Welcome
Lakshmibai National Institute of Physical Education

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 Contents
• Preamble
• Concept of Sports Management
• Philosophy of Sports
• Talent Fallout
• Developing an Elite Athlete
• Overview of Sports Business
 Contents
• Gaps in the Indian sport systems
• Key Issues and Recommendations
• Job Outlook :A Multi-Disciplinary Approach
• Summary
• "It takes 10 years of extensive training to excel in
anything. "
Herbert Simon - Nobel Laureate
 What Sports Signifies?
• As a matter of Pride and Honour

• As a Religion

• As a moral equivalent to war

 How We Raise a Child
• In home
• In Temples
• On Mobiles

Youth in Sports – Keeping Kids in the Game

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 The Talent Fallout and Vicious cycle
Players
10 to 12 yrs age Group

Early Sporting Fall out Factors &Mis-

experiences / management of Talent
background /Support Pool
Stronger , Faster, improved co-ordination and Decision Making Ability

At ages younger than Higher Fallout rate in first

12 ability is poor guide 3Yrs – Self Removal from
to talent and Capacity the Talent Pool

Difference in ability at School Level

Selection into Competitive Sports
Better Coaching More Playing Time Better competitions Injury
Management
March 19 8
 Talent Fall Out : Why ?
• Socio- Economic Conditions
• Family Pressures
• Choice of Career
• Indulgence in Drugs, Doping and Other Factors(mobile)
• Peer Pressure
• Lack of Counseling
• Sports Facilities
• Discriminate Selection Procedure
• Poor Coaching and Handling of the Talent
• Injuries

March 19 9
 Developing an Elite Athlete
Multi Disciplinary Approach

Physiological Physical
Nutrition Psychological

Sports
Management

Nurture Champion Athlete Cognition

Genetic Endowment Socio-economic

Training
 Sports Management

• Sports Management is a field of education

concerning the business aspect of Sport.
• Sports Management is an emerging area in India.
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 Overview of Sports Today
• Over past 10 years Sports as an industry especially in India has
changed fundamentally
• Today Sports is not just an active platform for marketing and
creating branding opportunities for corporate investing in
sports .
• With formation and popularization of Sporting Leagues in
India, there is now an increased opportunity for young talent
at the grass root level.
• CII- Confederation of Indian Industry
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15
Global Sports Market Size by Key Segments
Segment Market Size

Sports Event INR. 1 Lakh Crore

Sports Apparel,equipment and
footwear
Sports Clubs (fitness health &
Sports training)
Infrastructure construction,
food and beverage and betting
( USD 80 billion)
INR 9.7 Lakh Crore
(USD 310 Billion)
INR 6.7 Lakh crore
( USD 105 billion )
INR 6.3 -12.7 lakh crore
( USD 100-200 billion)

Total INR 37.8 – 44.2 Lak crore

USD 600-700 billion
key Trends Driving
the Market Rising importance of technology

Global and Indian Engaging fans through social media

trends

India- specific Increasing Online consumption of sports

developments

Growing Female Viewership

Increasing viewership ,sponsorship and

participation in sports other than cricket

Rising number of sports starts -ups

Growth in rural viewership numbers

 Sports Eco-System
IOA, NSF’s SAI Training
MYAS,SAI , SSA, DSA Centres,
Governance Institutes
for
For profit & For profit &
Coaching
Non-profit Non-profit
entities Talent Scouting
Funding
& Training
Private sector Private sector
companies in Sports Goods
event and
Sports organizations
Sports Marketing Manufacturing producing and
sponsorship Ecosystem exporting
management sports goods
Sports Event
IOA, NSF’s For profit
Infrastructure
, SSA, DSA franchisies,spon
Private sector Development Sports Retail sors,
companies in
broadcasters
event and
Private sector and spectators
sponsorship
brick and
management
mortar, and
online
Key Metrics of Success in Sports

Viewership

Sponsorship

Broadcasting

Performance
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Key Success Factors for Sports Team
On Field Performance Marketing

Celebrity Influence Management

Fan Engagement Geographic Location

FIFA Pay Clubs to Allow Players Play
World Cup
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Sports Sponsorship Industry grew by
over 19% in 2016 in India Report by
ESP Properties – SportzPower:
Sporting Nation in the Making

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Key Developments You Might Like to know …….

• Apart from an in-depth analysis of on-ground,

media spends, team sponsorships, franchises
and mobile and social media data, the new
report delves deeply into the evolution of
technology and its effects on the mainstream
digital landscape.

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• Beyond mere number crunching, the report
also strives to educate stakeholders on the key
developments that could affect their business,
offering a roadmap to maneuver sponsorships
going forward.

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 Cricket Vs Non-Cricket
• The major insight of this report is that both
Cricket and Non-Cricket held their own
trajectory, and together pushed the industry
forward. 2016 also seemed like a make-or-
break year for some leagues, with some
repositioning themselves to garner greater
viewership, while others launching with a
hungry audience base. Indian Cricket was on a
high in 2016, both on the field and off it.

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Indian Leagues
 Key Issues & Recommendations
• Some key issues have been identified across
the sports ecosystem in India and a set of
recommendations have been suggested to
drive their Resolution.
Online Consumption of Sport Content
Who is the Most Popular

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 Endorsements
• Endorsements are a form of advertising that
uses famous personalities or celebrities who
command a high degree of recognition, trust,
respect or awareness amongst the people

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Endorsements

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Next Big Industry in Waiting ?
Fitness Industry
 Fitness Industry in India
• The fitness and wellness sector in India has come
a long way from the days of the local ‘akhadas’ to
wrestling now being a part of the international
Olympics, with India actively taking part in it and
winning medals for the country. Bodybuilding
and powerlifting championships are other such
examples.

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 Reasons for Growth
• Obesity and Diabetes
• Stress
• Life style
• Industry Demand (sports,Modelling,
Bollywood etc)
• Weight Loss & Weight Management
• Socializing

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• Spending on gym was earlier seen as a luxury,
but now it is a way of life. Also in tier 2, tier 3
cities, people are increasingly going for
wellness and fitness.

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 Market catch
• In India, the total retail market for fitness as a
category is valued at Rs. 4,579 Cr (US$ 0.76
bn), growing at 16-18 per cent and is
estimated to cross Rs. 7,000 crore (US$ 1.18
bn) by the year 2018.

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 Market Catch
• Modern retail is estimated at 28% of this total
market and is expected to grow by 22-27%.
• Fitness centers are burgeoning as disposable
per capita income rises and sedentary
lifestyles lower immunity amongst today’s
youth.
• Fixation to resistance training increased
amongst men and so did aerobics and
strength training amongst women.

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 The Opportunities to Grab
• Big fitness chains and gyms
• customers are mostly in the age group of 20 to
40 years.
• Today, 45% of the members are female
• home services portals and mobile apps
• Fitness Support System
• gym trainers, fitness experts, and nutritionists
• Retail Sector
• Higher Education Institutes to start the
courses
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What is the Way Forward?
 Key Issues and Recommendations
Segment of Issues Recommendations
Eco system

Lack of accountability Assign Goals and Develop

of Sports Federations parameters to evaluate the
effectiveness of their
initiatives at the ground
Governance
level
Conflict of interest •Delink politics from sports
within the by restricting appointment
management of civil servants as officials
at IOA and national ,state &
district Sports Federations
•Encourage former
sportspersons to join sports
administration roles
 Key Features of Chinese and American Sports
Model
China follows an extremely rigorous programme
focussed on developing a small group of children
China into Olympians
The government identifies potential medalists at
young ages of four to five years and they are trained
hard with a single goal of earning medals for the
country

The U.S The U.S has integrated sports with education

and the colleges sports competitions –
governed by the National Collegiate Athletic
Associationn(NCAA) –are highly popular
across the country
UK Model
 Key Issues and Recommendations……………
Segment of Issues Recommendations
Eco system
Lack of Talent •Encourage community
Talent Scouting Development at Base participation for organizing
& Training Level tournaments
•Increase awareness and
provide mentorship to
young talented children
•Leagues and respective
teams should invest in their
businesses with long term
Sports Event Profitability view and focus on the
basics i.e, promoting their
sport and developing young
talent
 Key Issues and Recommendations……………
Segment of Issues Recommendations
Eco system
Lack of Sports Culture •Sports as Mandatory in
schools curriculum
•Partnering with foreign
Performance at coaches for grass root
Sports Events development
•Promote Healthy living
(marathons etc.)
Low count of Medals at •Follow a focused approach
Multilateral events such as targeting sports with high
Olympics
internal potential, such as
badminton ,boxing, shooting
& wrestling
•Develop capabilities in
medal intensive sports such
as swimming
 Key Issues and Recommendations……………
Segment of Issues Recommendations
Eco system

Limited Involvement •Incentivize involvement

of Private Sector of private sector and non-
profit organization by
providing monetary and
tax incentives
Infrastructure
Development Restrictive guidelines •Instead of only following
for availing the sports the CPWD, State PWD
infrastructure creation central/State PSUs to
grant under the construct sports
“Khelo India “ infrastructure a
competitive bidding
process involving the
private sector can be used
 How many Olympic medals has India won?

• So far, India has only won 28

medals in the 24 Olympic games
that it has participated in since
1900. Of these, nine were gold, six
silver, and 11 were bronze. This
year, India, with 1.3 billion people,
only managed to win two
medals—none of them gold—at
the Rio games.Sep 22, 2016
• Shooting Badminton
• Wrestling Boxing
The Job Outlook for Sports
Sports Management Broader Structure

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Know Your Job
 CONCLUSION
• India has a long journey ahead on its path to
developing a strong sports culture .
• Promising future
• Rising No. of Sports start Ups
• Significant growth in Gym Membership
• Increase Number of Marathoners
• Growing trend for Health and Fitness
• Success of League culture
• Khelo India Scheme (inclusive effort from all
stakeholders )
 Support performers to

• Get started
• Keep going
• Get better
• Become the best
Think of a world-class sports performer whom you
admire – maybe an Olympian
• They have all made it to the top of their sports
through:
• Natural talent
• Hard work
• Training
• Financial hardship
• 3 D’s
(Dedication , Devotion, Determination to be the best)
"Smallopportunities are often the
beginning of great enterprises."
Demosthenes
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