IISM Knowledge Series: Build Your Career in Sports

Ever heard knowledge isn’t just confined to textbooks. You have to seek knowledge, read beyond the textbooks! But what to read? Where to start? Nobody tells you that! And that’s what IISM’s Knowledge solves directly.

IISM’s Knowledge Series was introduced to help current and aspiring sports professionals in India access industry knowledge. This collection offers compact, insightful guides on the business of sports, athlete psychology, leadership lessons from legends, and more.

Why Should you go through the Knowledge Series?

The Knowledge Series is designed to transform India’s sports narrative.

Each book in the series is thoughtfully written to reflect real-world challenges and opportunities unique to India’s sporting sphere. From dissecting sports marketing strategies to understanding the athlete mindset, these guides offer both academic and hands-on wisdom.

With a mission to craft detailed resources tailored to the Indian sports landscape, these books serve as vital stepping stones for athletes, enthusiasts, coaches, and aspirants aiming for careers in sports.

Let’s delve into the overview of the books launched to give you a preview of the context:

1. Business of Sports: “The Winning Formula for Success” by Vinit Karnik—India’s first sports marketing handbook, launched in June 2022

2. Sports Psychology by Mugdha Bavare—the nation’s inaugural sports psychology book, launched in March 2024 at IISM’s ‘Mind The Gap’ conference

3. G.O.A.T.S Must Be Crazy: Management Mantras from Sporting Greats by Vishnu Govind—offering leadership insights rooted in legendary sporting careers

4. Sports Retail by Niteen Shah – launched at the SPORTSCOM’s 2nd ‘Giving Wings to Dreams’ conclave in August 2026, it offers context & business insights from the Indian sports retail & sports goods sector

These four titles stand as compelling cornerstones for India’s sports ecosystem. Whether you’re a student, athlete, sports professional, coach, administrator, or fan, these books offer practical frameworks, insights, and strategic wisdom tailored to our unique sporting landscape.

Business of Sports: The Winning Formula for Success

The journey of the ‘Knowledge Series’ began with its very first gem — Business of Sports: The Winning Formula for Success by Mr. Vinit Karnik, Managing Director, GroupM.

June 2022 marked its grand debut at the majestic Raj Bhavan, where the book was unveiled by the Honourable Shri Bhagat Singh Koshyari Ji, then Governor of Maharashtra and Chancellor of the University of Mumbai.

The moment was made even more special with the presence of IISM’s Founder Director, Mr. Nilesh Kulkarni, the author himself, and a distinguished gathering of marketing leaders and academicians from Mumbai’s top B-schools,  all united to celebrate the power of sports business knowledge.

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Objective of the book ‘Business of Sports: The Winning Formula for Success’

Business of Sports: The Winning Formula for Success is more than just a book — it’s a playbook for anyone dreaming of a thriving career in Sports Management. Packed with real-world insights, it takes readers behind the scenes of the sports industry.

From understanding how to market sports products, services, and events, to exploring how brands use sports to promote everything from stadiums and gear to sponsorships and live events, this book connects the dots between passion and profession.

As the first sports business-focused academic book of its kind, it serves as a trusted guide for students, helping them master the marketing dynamics, industry know-how, and winning mindset needed to succeed in the ever-evolving world of Sports Management.

Sports Psychology

The second gem in the ‘Knowledge Series’, Sports Psychology by renowned Sports Psychologist Mugdha Bavare, was published by Popular Prakashan and unveiled at IISM’s campus during India’s first sports psychologists’ conference, Mind The Gap 2024, hosted by INSPA.

The launch was an inspiring affair, graced by sports stalwarts — Mr. Viren Rasquinha (CEO, Olympic Gold Quest & former Indian hockey captain), Mr. Nilesh Kulkarni (former Indian cricketer & IISM Founder Director), and Ms. Varadayini Gorhe (Sports & Performance Psychologist).

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Objective of the book ‘Sports Psychology’

Sports Psychology isn’t just a book, it’s a first-of-its-kind milestone for India. As the very first book on sports psychology in the country, it shines much-needed spotlight on a field that’s still finding its footing here.

Through its pages, readers discover how the mind can be an athlete’s greatest strength, or their biggest barrier. From busting old myths to revealing how mental fitness is just as crucial as physical training, the book explores how psychology shapes careers, builds resilience, and fuels peak performance.

Whether you’re a practicing sports psychologist looking to deepen your expertise, or an aspiring one eager to kickstart your journey, this handbook offers the tools, insights, and inspiration to make a lasting impact in the game.

G.O.A.T.S Must Be Crazy

IISM proudly unveiled G.O.A.T.S Must Be Crazy, the third powerhouse in its ‘Knowledge Series’, penned by Vishnu Govind — a seasoned management professional, IIM Kolkata alumnus, and IISM faculty with over two decades of industry expertise.

The launch was a star-studded celebration, with sports icons and thought leaders gracing the occasion — Kamlesh Mehta (former Indian Table Tennis champion), Paras Mhambrey (former Indian cricketer & T20 World Cup 2024 Bowling coach), Ayaz Memon (renowned sports journalist), and Nilesh Kulkarni (former Indian cricketer & IISM Founder).

Blending the wisdom of sporting legends with the sharpness of modern management, the book delivers a fresh take on leadership, strategy, and winning, both on and off the field.

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Objective of G.O.A.T.S Must Be Crazy  

The book is a celebration of sporting greatness and the timeless lessons it offers beyond the field. Blending the thrill of competition with the wisdom of leadership, it takes readers deep into the journeys of iconic athletes whose grit, passion, and brilliance have left an indelible mark on sports history.

From cricket pitches to football fields, athletic tracks to tennis courts, Vishnu Govind unpacks the defining moments of these legends and reveals the powerful management insights hidden within their stories. Each chapter turns victories, defeats, and comebacks into strategies for life and leadership.

Whether you’re a lifelong sports fan, a budding athlete, or a professional seeking inspiration, this book promises to excite, educate, and spark a passion for excellence — both on and off the field.

Sports Retail

The fourth edition to the Knowledge Series, IISM proudly launched its new book on Sports Retail at SPORTSCOM’s 2nd ‘Giving Wings to Dreams’ Conclave.

Authored by Mr. Niteen Shah, Founder & Managing Director of Total Sports & Fitness, this book provides context & business insights from the Indian sports retail & sports goods sector, aiming to shape young sports business professionals.

We were honoured to have the top dignitaries & leaders of India’s sports industry present for the unveiling of the book in New Delhi:

Mr. Sanjeet Singh – Senior Advisor, NITI Aayog
Dr. Shobhit Jain – Joint Secretary, Ministry of Youth Affairs & Sports
Mr. Jalaj Dani – President, SPORTSCOM
Mr. Vidushpat Singhania – Treasurer, SPORTSCOM
Ms. Kavita Kohli – Executive Director at Confederation of Indian Industry (CII)
Mr. Piyush Doshi – Operating Partner, The Convergence Foundation
Mr. Neeraj Jain – Director, COSCO
Mr. Vivek Singh – Senior Vice President, Procam International & SPORTSCOM
Mr. Shiv Prakash Singh – Managing Director, Shiv Naresh
Mr. Arjun Anand – Director – HR, Anandco Sporting Corporation
Mr. Niteen Shah – Founder & MD, Total Sports & Fitness along with
Mr. Amit Gupte – Chief Operating Officer, IISM
Mr. Amitava Pal – Associate Dean, IISM

All these leaders made compelling addresses about how far Indian sports has come and the exciting challenges that lie ahead to develop our ecosystem.

Objective of Sports Retail

In India, the demand for sports goods & equipment has always been high & it’s going to increase further. With various sporting disciplines such as track & field, hockey, badminton, tennis, table tennis, volleyball, football & naturally cricket growing in popularity, people want to buy the best merchandise & playing equipment.

With India hosting the 2030 Commonwealth Games & potentially the 2036 Olympics, the sports goods & equipment sector will be a fulcrum of our sports ecosystem. For that, developing top sports retail brands & professionals who can drive the sports retail business is the need of the hour.

And this book on Sports Retail by IISM is the perfect foundational material that can help shape the next generation of sports professionals who understand India’s sports goods & equipment market in depth.

Add to that, Mr. Niteen Shah’s expertise in building an omni-channel sports retail brand like Total Sports & Fitness is going to be invaluable for youngsters. All in all, this Sports Retail book will give you a detailed understanding of sports business & the value of sports goods & equipment in India’s sporting landscape.

Your turn

You have all the information ready, all you need to do now is dive in!

With more releases already scheduled, IISM is building a literary foundation that’s empowering sports professionals and fueling the growth of India’s sports landscape.

Meanwhile,  stay tuned with IISM for more such informative & motivational books on sports, as our pipeline for the same is jam-packed to transform the sports ecosystem of India.

Happy Reading!