Brief Overview

Bachelor of Business Administration in Sports Management

The Bachelor of Business Administration (BBA) in Sports Management is designed to prepare students for the rapidly growing sports industry in India. This dynamic program provides a strong foundation in core business principles while emphasising industry-specific knowledge tailored to the unique demands of the sports sector.

Students gain in-depth exposure to key areas such as sports marketing, finance, law, media, and communication. The curriculum also includes team and facility management, sports analytics, event planning, and entrepreneurship. This interdisciplinary approach allows students to understand the sports ecosystem from multiple perspectives and develop practical skills for real-world applications.

Graduates of this program are well-positioned for diverse career paths, including roles such as sports marketing manager, event coordinator, sponsorship executive, athlete manager/agent, and media coordinator. With the sports industry in India expanding rapidly, this degree equips students to become valuable contributors to its future growth and innovation.

PEO (Program Educational Objectives)

PEO 1: Foundation in business knowledge: To provide students with a solid foundation in core business areas in sports management, including accounting, finance, marketing, management, operations, and other business functions. To develop a broad understanding of the fundamental concepts and principles of business in sports management.

PEO 2: Critical thinking and problem-solving skills: To cultivate students' critical thinking abilities and problem-solving skills. To equip them with competencies to analyze business challenges, evaluate options, and develop effective solutions using logical reasoning and data analysis in sports management eco - system.

PEO 3: Effective communication skills: To develop students' oral and written communication abilities, including presentation skills, business writing, and interpersonal communication.

PEO 4: Teamwork and collaboration: To emphasize the importance of teamwork and collaboration in the professional world. To encourage students to work in teams, develop leadership skills, and effectively collaborate with others to achieve common goals.

PEO 5: Entrepreneurial mindset and innovation: To nurture students to develop an entrepreneurial mindset and foster innovation. To cultivate creativity, risk-taking, and an ability to identify and seize business opportunities in sports management

PEO 6: Lifelong learning and professional development: To promote a mindset of lifelong learning and continuous professional development. To encourage students to stay updated with industry trends, pursue further education or certifications, and adapt to the evolving sports management business landscape.

PSO (Program Specific Outcomes)

Area of Marketing:
Aligning students’ learning of ‘Marketing’ within the broader perspectives of ‘Business Management’.
Enabling students to understand and apply the fundamentals of this course as future managers in the ambit of ‘Marketing’.
Establishing vivid overlaps across multiple functions for an effective and multidisciplinary understanding and application of the course. 
Enabling students to adapt to the marketing environment and standards, and thereby, orienting them for professional roles in the industry.
Area of Finance & Accounting:
To enable the students in applying the fundamental knowledge of Accounting & Finance domains for providing financially viable business solutions. 
To equip the students with skills required to operate in a competitive environment understanding the roles and functions of   various finance activities of an organization. 
To develop competent finance professionals and acquire skills to adapt to trends and changes in the business environment. 
Area of Human Resource Management:
To understand the link between business and human resource management. 
To expose and develop an understanding of the role and functions of various human resource activities in an organization.
To enable students to acquire skills to adapt to trends and changes in the business environment. 
Area of Information Systems & Operations Management:
Equip the students with various skill sets to analyse and evaluate a situation from operations’ perspective and measure it
To develop professionals who can understand, evaluate and implement technology solutions to social or business problem
To develop a professional who can provide solution to the business problem taking into account the various angles and emerging technologies which are continuously disrupting the business functions.
Area of General Management:
To provide the fundamental skills and knowledge required to undertake/ and assimilate the specialized courses in Management. 
To initiate the students to learn and apply the knowledge and skills of Management in a broad spectrum of business situations. 
To inculcate the understanding of Management as a cross-disciplinary area of expertise.
To develop advanced levels of technology and specialized skills that will be applicable across functional areas

PO (Program Outcomes)

Business Knowledge: Graduates will demonstrate a comprehensive understanding of core business concepts, theories, and practices across various domains, including accounting, finance and management.
Professional Knowledge: Graduates will possess a strong foundation in financial management principles, including financial statement analysis, budgeting, investment management, and risk assessment and financial accounting, cost accounting, and management accounting, enabling them to prepare and interpret financial statements and reports.
Critical Thinking: Graduates will exhibit the ability to analyze and evaluate complex business problems, apply logical reasoning, and make informed decisions.
Communication Skills: Graduates will possess effective oral and written communication skills, enabling them to convey ideas, present information, and prepare business reports and correspondence.
Business Law and Ethics: Graduates will exhibit a sound understanding of business laws and regulations, ethical considerations in business decision-making, and corporate governance principles.
Leadership Skills: Graduates will develop leadership qualities, including the ability to motivate and inspire teams, adapt to change, and solve problems in a collaborative manner.
Entrepreneurial Mindset: Graduates will develop an entrepreneurial mindset, exhibiting creativity, innovation, and the ability to identify and pursue business opportunities.
Embracing Universal Human Values: Graduates will integrate universal human values, such as truth, righteous conduct, peace, love, nonviolence, and scientific temper, into their personal and professional lives, fostering a culture of integrity and social responsibility.
Technology Proficiency: Graduates will be proficient in utilizing relevant business technologies, such as accounting software, data analysis tools, and enterprise resource planning (ERP) systems.
Teamwork and Collaboration: Graduates will exhibit effective teamwork and collaboration skills, working cooperatively in diverse groups to solve problems and achieve common objectives.
Global Perspective: Graduates will have an understanding of global business environments, including international trade, cross-cultural management, and the impact of globalization on business operations.
Professional Development: Graduates will exhibit a commitment to lifelong learning, continuously updating their business knowledge and skills, and adapting to evolving industry trends and practices.

Curriculum Structure

Year 1
Semester-wise Syllabus

Semester I

  • Foundation of Business English
  • Hindi / Kannada / French / Spanish / German - I
  • Principles and Practices of Sports Management
  • Fundamentals of Accounting
  • Fundamentals of Economics
  • Environmental Studies
  • Health and Wellness in Sports

Semester II

  • English for Business Communication
  • Hindi / Kannada / French / Spanish / German - II
  • Business Mathematics and Statistics
  • Business Scenario & Opportunities in Sports Management
  • Sports Governance, Integrity and Ethics
  • Sports Psychology
  • Cost & Management Accounting
Year 2
Semester-wise Syllabus

Semester III

  • Sports Law
  • Marketing Management
  • Financial Management
  • Human Resources Management
  • Indian Constitution and Politics
  • Sports Management Project - I
  • Sports Data Analytics

Semester IV

  • Risk & Insurance in Sports
  • Performance Intelligence
  • Sports, Medicine and Nutrition
  • Creation and Development of Sports Brands
  • Sports Entrepreneurship & Startups
  • Sports Management Project - II
  • Professional Skills for Sports Managers*

* Audit course: workshop based, credits not included in overall total credits

Year 3
Semester-wise Syllabus

Semester V

  • Sports Facilities Infrastructure Creation and Management
  • Sports Training and Tactics
  • Sport Marketing and Sponsorship
  • Sports Event Management
  • Sports Business Project - III

Semester VI

  • Management of Clubs and Franchises in Professional Sports Leagues
  • Sports, Media, Broadcasting and Journalism
  • Sports Internship
NA
Sed ut perspiciatis

Capstone Project

There are four basic project based interventions spread across the program

Dissertation
Sed ut perspiciatis unde omnis
Dissertation
COURSE OF INDEPENDENT STUDY

Independent Study

Attached policy document

ACTIVITY POINTS

Activity Points

Students are encouraged to engage into application based activities within the program as well as beyond. They earn points bsaed on their involvement helping in holistic development and immersion in a growth eco-system.

STUDENT
RECRUITER

My academic excellence and diploma medal earned through rigorous civil engineering projects in the department paved my path to becoming a top performer.

C Varshith Royal

Batch: 2021-25

C Varshith Royal

Strong fundamentals from department coursework gave me confidence to balance studies while building my successful business.

Kushal M Reddy

Batch: 2021-25

Kushal M Reddy

Outstanding project work and research aptitude in the civil department prepared me for master’s success at a foreign university.

Chirag B

Batch: 2018-22

Chirag B

Throughout my 4 years of engineering at ‘Alliance College of Engineering and Design’, I had countless opportunities to develop analytical skills, leadership and proactive thinking through various programs and events. These attributes were the key reasons because of which I was successfully placed at ‘ BYJUS-the learning app’, with a good package. Big thanks to all my faculty members and friends for this amazing journey at Alliance. My sincere appreciation & gratitude to the Career Advancement & Networking Department for their support and encouragement, this would not be possible without them.

Crisel Manisha D'Souza

Branch: Electronics and Communication / Batch: 2014-18

Crisel Manisha D'Souza

“Strong fundamentals from department coursework gave me confidence to balance studies while building my successful business.”

Kushal M Reddy

Batch: 2021-25

Kushal M Reddy

“Outstanding project work and research aptitude in the civil department prepared me for master’s success at a foreign university.”

Chirag B

Batch: 2018-22

Chirag B

“Practical training and innovation encouraged in department labs inspired me to launch my own engineering venture.”

Naveen E

Batch: 2018-22

Naveen E

My student life at Alliance University is one of the best time in my life and had its ups and downs. But overall I feel that studying at Alliance was a great learning experience every day that has helped me tackle professional problems with ease. The Career and Advancement Network office of Alliance University which has placed a number of students also laid a platform for me to get into Sunlux Technovations. I’m thankful for this opportunity for helping me through the process.

Suman M

Branch: Electronics and Communication / Batch: 2014-18

Suman M

It has been a great experience to be a part of Alliance University. It’s difficult to sum up the memories and experience of four years in few lines. There is something motivational and special in this environment and infrastructure which made us study and enjoy co-curricular activities. All the faculty and staff members are very helpful and they guided us all the time. Different events and sessions did boost my confidence to a great extent that I can experience at my workplace now. These four years have given me friends for life. It has been an unforgettable journey. I have spent my wonderful days of life in Alliance University. Thanks to all who have been a part of my life in encouraging me.

Shraddha Ravindra Parate

Branch: Aerospace / Batch: 2014-18

Shraddha Ravindra Parate

I chose Alliance University for my studies in bachelors. This university has provided me the platform to explore my abilities, skills and dynamic faculty members have helped me explore me a lot in my area of studies. International students and national students integration, multi-lingual friends, student-friendly environment is the plus point for the students to have a great time. I found the decision to study at Alliance was my best to upgrade my knowledge and skills. Excellent, experienced and approachable faculty members, friendly administration and extensive practical exposure is the asset of this University. Thank you Alliance for being a part of my life and for the wonderful experience for lifelong remembrance and good memories.

Shaik Mohammed Aftab Alam

Branch: Aerospace / Batch: 2014-18

Shaik Mohammed Aftab Alam
Hem Sevak
Hem Sevak
Shylendr R
Shylendr R
ALANA RAJ
ALANA RAJ
SASHMITHA S S
SASHMITHA S S
Shreya Goutham
Shreya Goutham
Bhoomika G S
Bhoomika G S
Anushree Chakraborty
Anushree Chakraborty
Annie Rajasekaran
Annie Rajasekaran
Harman Singh
Harman Singh
Jayananthini T
Jayananthini T

“My academic excellence and diploma medal earned through rigorous civil engineering projects in the department paved my path to becoming a top performer.”

C Varshith Royal

Batch: 2021-25

C Varshith Royal
Program Eligibility Criteria

Eligibility Criteria

Students must fulfill the minimum requirements of Classroom Attendance and the DSA to be eligible to take the Semester-end Examination. The minimum requirements are:

Classroom Attendance – 75%
DSA – 50% (25 marks on total of 50 marks)
Semester-end examination (SEE) – 50% (25 marks on total of 50 marks)
Students must secure a minimum of 50 percent in the Semester End Examination and 50 percent in aggregate in order to get a Pass grade.

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