The Indian sports industry is rapidly changing, and Mudra Institute of Communications, Ahmedabad (MICA) has shown this in a very big way by adopting a sports business specialization in its curriculum. MICA which is known for its creative chase in media and entertainment education has rebranded its “Media and Entertainment Management” area to “Media Entertainment and Sports Management.” This strategic shift aims to prepare students for the booming opportunities in gaming, e-sports and sport industries that are experiencing phenomenal growth.
Navigating the Evolution of Sports Business
Under the leadership of Dr. Shailendra Raj Mehta, President and Director of MICA, the institution recognizes the swift changes within the Indian sports ecosystem. “The transformation of the Indian sports ecosystem is happening rapidly. Emerging trends such as virtual reality experiences, esports, and digital streaming revolutionize how sports are played, consumed, and monetized. MICA’s move to reorient our specialization will ensure our students stay ahead of the curve,” Dr. Mehta elaborated on the motivation behind this curriculum enhancement.
A Step Forward in Creative Industry Management
Dr. Githa Heggde, the dean of MICA, highlighted the institute’s longstanding commitment to managing the business aspects of the creative industry. “MICA has been catering to the management of the creative industry and its business since its inception. This year, we go a step forward by integrating sports and experiential business as the core of the department,” she said. This integration marks a significant expansion of MICA’s academic offerings, signifying a proactive adaptation to industry trends and demands.
Preparing Students for a Dynamic Industry
The new curriculum is designed to equip students with a deep understanding of various facets of the sports industry, including monetization strategies, franchising, and club management. This holistic approach is poised to unlock numerous professional opportunities for students and add value for all industry stakeholders. Highlighting the practical aspect of this initiative, students recently participated in a ‘Sports Marketing’ workshop led by Mr. Vinit Karnik, Head of Sports, ESports, and Entertainment at GroupM.
Professor Santosh Kumar Patra, head of the newly named Media Entertainment and Sports Management area, provided insights into the rationale behind this academic pivot. “Considering the need of the growing industry trends and after getting inputs from multiple stakeholders, we decided to reorient our focus to sports business in India,” Professor Patra explained. This decision is backed by the realization that sports, along with gaming and live events, constitute a significant portion of the experiential business sector, necessitating specialized knowledge and skills for effective management.
Emphasizing the Future of Sports Business
Dr. Bhaskar Das, mentor of the MESM area and a member of MICA’s governing council, stressed the importance of understanding sports management in today’s context. “The media and Entertainment industry, enabled by experience-led companies in sports, gaming, e-sports, etc., will touch Rs 3 trillion in business in the next couple of years,” he said, underscoring the growth potential of these sectors.
The introduction of sports business specialization at MICA Ahmedabad is more than an academic update; it’s a forward-thinking strategy aimed at preparing the next generation of leaders for the dynamic and expanding field of sports, gaming, and e-sports business.
