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Sports and Entertainment: Marketing and Management
Indian Institute of Management Ahmedabad

Sports and Entertainment: Marketing and Management

Indian Institute of Management Ahmedabad, Ahmedabad
HomeMarketing & SalesIndian Institute of Management AhmedabadSports and Entertainment: Marketing and Management
3 daysDuration
in-personFormat
EnglishLanguage
MarketingTopic

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About This Program

The global sports market was valued at approximately $484.9 billion in 2023, with a compound annual growth rate (CAGR) of 3.64% since 2018. By 2028, it is projected to grow to $651 billion, driven by rapid economic expansion in emerging markets, increased accessibility to digital platforms, the rise of multiple sports channels, and substantial investments in sponsorships. In India, sports consumption is evolving beyond cricket and football, with leagues such as the Pro Kabaddi League (PKL), Hockey India League (HIL), and Premier Badminton League (PBL) gaining significant traction. Additionally, Indian audiences are increasingly engaging with global sporting events like the FIFA World Cup and Wimbledon, reflecting a shift in viewing preferences. Similarly, the entertainment industry is experiencing rapid expansion, with a projected CAGR of 11% from 2023 to 2032. By 2022, the market had already reached a valuation of $29.86 billion, spanning diverse segments such as television, films, out-of-home (OOH) advertising, radio, animation and visual effects (VFX), music, gaming, digital advertising, live events, and print. By 2030, the Indian media and entertainment sector is expected to reach a valuation of $100 billion, further highlighting the industry's dynamic growth. These thriving industries present vast opportunities in areas such as concept development, sponsorship, communication, merchandizing and ancillary products. However, there is a lack of programmes that provide a strong foundation in managing and marketing sports and entertainment. Unlike traditional product or service marketing, these fields require specialized skills and strategic approaches. This programme addresses that gap, offering participants the expertise needed to navigate and excel in the unique dynamics of sports and entertainment management.

Why Indian Institute of Management Ahmedabad?

IIM Ahmedabad occupies a position in South Asian management education that has no close rival — it is the institution that shaped the first generation of India's corporate leaders and continues to set the intellectual agenda for business in one of the world's fastest-growing economies. For senior professionals seeking rigorous, research-grounded executive education with a distinctly Indian strategic context, there is simply nowhere else like it.

Your Profile

  • Top and middle-level management professionals in sports, entertainment, or related industries.
  • Sports managers, promoters, and event management professionals.
  • Entertainment creators, including movie production houses and service providers.
  • Early-stage entrepreneurs seeking to establish startups in the sports or entertainment sectors.
  • Individuals looking to update their knowledge, learn best practices, or build a career in sports or entertainment.

Benefits

  • Understand consumer needs and behavior specific to sports and entertainment audiences.
  • Build and manage sports assets - teams, events, franchises - and entertainment properties such as movies and theatre.
  • Apply data collection and analytics to decision-making in sports and entertainment contexts.
  • Structure sponsorship, communication, and pricing strategies for events and brands in these sectors.

What You'll Learn

  • Module 1: The Business Model of sports and entertainment
  • Module 2: Building and managing a sports/entertainment brand - How is managing sports and entertainment different from other products/services; The ideation and development of a sports/entertainment event; Getting the right people (managers, players and viewers)
  • Module 3: Managing the 4ps of Sports and Entertainment - The core product in sports/entertainment and the possibilities; The communication (internal and external); Extracting value from the audience (pricing); The logistics of sports
  • Module 4: Sports/Entertainment Analytics - The types of data in sports; Collecting data and conducting research in sports; Decision making based on analytics

Frequently Asked Questions

How to Apply

  1. 1

    Check your eligibility

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  3. 3

    Contact the school

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  4. 4

    Prepare your application

    Gather your CV, reference letters, and any required test scores. Many EMBA programs waive standardised tests for senior candidates.

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