Abstract

The caselet examines the emergence of sports celebrity management services in India. It provides details of these services in India, which were largely focused on cricket. The caselet also emphasizes the need for sports management agencies to be aware of various risks involved in this business.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Sports celebrity management services in India
• Assessing the brand value of a sports celebrity
• and Challenges involved in sports celebrity management services business.

Keywords

Sports Celebrity Management, Kapil Dev, Worldtel, Mark Mascarenhas, Sachin Tendulkar, IMG, Total Sports, Collage Sports, And Percept D'Mark, Showdiff, Brand Value, Saurav Ganguly, Dhanraj Pillay, Baichung Bhutia, Sports Celebrity Endorsements