By Admin 
It’s matchday. The stadium is buzzing, the broadcast team is wired in, sponsors are rolling out branding, and the teams are ready. But behind the scenes, it’s a different kind of hustle: permits, logistics, schedules, athlete handling, fan engagement, and sponsor coordination. None of this happens without the sports management professional.
As India transforms into a more structured, multi-sport economy, the demand for trained sports managers is growing, not just in cricket, but in football, kabaddi, badminton, and even emerging sports like pickleball and e-sports. While the players may take the spotlight, it’s the managers who ensure the game keeps going.
What does a sports management professional do? Short answer: they make sport happen. Sports managers operate at the intersection of operations, marketing, logistics, administration, and people management. They may handle tournament execution, oversee athlete welfare, coordinate with governing bodies, manage team travel, negotiate sponsorships, run fan activations, or even drive business development for sports academies and leagues. Depending on the organisation, the role can lean toward event operations, brand partnerships, content and media, or technical administration.
Education and skills
The rise of structured programmes in India means aspiring sports managers now have clear routes to get started. At the undergraduate level, students can pursue a BBA or BA in Sports Management from the International Institute of Sports Management (IISM), National Academy of Sports Management (NASM), Symbiosis School of Sports Sciences, MIT-WPU, ISST Pune, and NEST Academy of Sport Management.
For postgraduate studies, the options include an MBA in Sports Management, Post Graduate Diplomas (PGDMs) with a sports specialisation, and international certifications from platforms like FIFA, CIES, Coursera, or edX. While these help open doors, the real differentiator often lies in hands-on experiences i.e. internships, volunteering at tournaments, and on-ground exposure during the college years.
Sports management is a dynamic, fast-paced domain that demands a mix of hard and soft skills. The ability to manage projects and people is critical, as professionals juggle multiple stakeholders, from players to vendors, often under tight timelines. Strong communication and coordination skills are essential, whether it’s handling press interactions or navigating sponsor expectations.
Tech fluency is another must-have. Familiarity with event software, scheduling tools, CRM platforms, and even basic content creation tools is increasingly expected. A strong grasp of marketing and digital strategy is equally important — a good manager understands how fans engage with sport and how to position events or talent accordingly. Adaptability rounds out the list, as no two events or teams are the same; being solution-driven makes all the difference. Above all, you need to be passionate about sport, but professional in how you deliver it.
Job roles
Sports management careers now span multiple layers from grassroots tournaments to international federations. Professionals take on roles such as event manager or tournament operations executive, athlete manager or liaison officer, sponsorship and partnerships manager, marketing and social media executive, team logistics coordinator or travel manager, academy business development manager, and league coordinator or technical administrator. As one gains experience, the path can lead to senior roles such as general manager, head of operations, or even CEO of a sports entity.
These roles exist across a wide variety of organisations, including professional leagues like the ISL, PKL, I-League, and TNPL; national federations and state associations; private sports academies and grassroots foundations; corporate sports event firms; sports tech start-ups and fantasy platforms; media houses and broadcasters; and college and school leagues.
With increased private investment, structured leagues, and growing fan bases, the need for professionals who can bring structure, efficiency, and creativity to the system has never been greater. You don’t need to score the winning goal to be part of the game. Sports management offers a front-row seat to the action while building real-world skills in leadership, operations, and strategy.
The writer is the COO of SportVot.