Celebrity Brand Management a Talk by Ms. Latika Khaneja at IIM lucknow

 | August 19,2010 05:32 pm IST

To give the students a sneak-peak into the field of Sports and Celebrity Management, the Industry Interaction Cell (iic) of IIM Lucknow organized a session by Miss. Latika Khaneja, founder and director of Collage Sports Management.

Miss Khaneja talked about her “virgin attempt at sports marketing” which was basically her effort towards helping budding cricketers establish their foothold in the cricketing world.


What started off as a simple non-profit cricketing club has now diversified into one of the largest sports management company in India.


Among her illustrious clientele are Virender Sehwag, Gautam Gambhir, Ishant Sharma and Abhinav Bindra, besides a whole gamut of others. The highlight of the session was the story of Virender Sehwag, of how the company leveraged his boy next door image to transform him into one of the biggest brands of India. Miss Khaneja deliberated on the difference between sports marketing and sports sponsorship.


She mentioned that while sports sponsorship is more about garnering financial support for the players, sports marketing is a different genre of activity that comprises a win-win situation for both the player and the company. Mentioning about the new avenues of sports management she also shared her thoughts about Team Tennis - a new project by Collage towards professional training in tennis.


The session received rave reviews from the student community. Mukund a second year student had to say “The session was quite informative. It would definitely motivate the students to consider such offbeat career options in the future”. The talk session was hosted as a part of Colloquy – The talk series by the Industry Interaction Cell of IIM Lucknow. IIM Lucknow is slated to host some of the biggest names in Sports and Bollywood this year to give its students exposure to new career paths. The elite Management school believes in strong industry exposure to complement the curriculum, and with the curriculum being made highly contemporary, the Industry Interaction Cell is opening up channels across India’s twin loves – Bollywood and Cricket to make the course learning consummate.