The International Institute of Sports Management (IISM) has launched a book on sports marketing, as part of a series that will aim to enrich students with industry knowledge.
The first book titled ‘Business of sports: The winning formula for success’, authored by Vinit Karnik, Head - Sports, Esports and Entertainment at GroupM South Asia, was launched on June 6, 2022, by Bhagat Singh Koshiyari, the Governor of Maharashtra. The book has been published under the banner of Popular Prakashan.
IISM, founded by former India international cricketer Nilesh Kulkarni, has been a pioneer in Sports Management Studies for about 12 years.
At a glittering function, the book was released by the governor in the presence of Kulkarni, the Founder of IISM and Harsha Bhatkal, Publisher of Popular Prakashan.
Koshiyari said, “The book is an excellent initiative by the author and IISM. In life, we need to have a mission and sports can be just that for us as a nation. In the 75th year of our great nation’s independence, this is a timely book. In the ‘Amrit kaal’ I hope this book proves to be the nectar that sports in the country need.”
“The business of sports in India is booming. There is high demand for skilled managers and professionals who are passionate about sports, along with a keen sense of business to make these endeavours financially successful. This is our first humble attempt in a series of materials that we plan to launch in the coming months for the student community and the industry at large in all aspects of sports,” said Kulkarni. “The book focuses on the business side of sports and the various verticals of the industry. This is a book about India, by an Indian for an Indian sports market. This has therefore got the potential to be a reference material for all sporting professionals in the country.”
Karnik said, “Leading competitions in the country have become great avenues for sponsorships, media engagements and other brand-building opportunities. As business processes get more structured in the industry with each year, I see the emergence of sports marketing as a subject with a lot of real-world application in an Indian context,” said Mr Karnik. “I have tried to apply the basics of marketing and have explained in the best possible way how to use them in the business of sports with a specific focus on India. This book will especially help Indian students relate to it so that these principles can be seamlessly applied.”
Bhatkal commented, “We have published sports books in the past. But this is the first of its kind, a unique concept where the book is both a fantastic read and also a reference material for knowledge. I am sure everyone connected to sports will lap up the book with both hands.”