Rahul Trehan, COO of IOS Sports & Entertainment, shares his journey from sports journalism to leading one of India’s premier sports management firms. In this interview, he discusses his career, the rise of female athlete endorsements, and the future of sports management in India.
Career Journey and Insights
Q. Can you share your journey into the sports management industry and how you became the Chief Operating Officer at IOS Sports & Entertainment?
Ans. My journey into the sports management industry began as a sports correspondent, gaining valuable experience with media outlets such as, ESPN Star Sports, Network 18, Zee Network, Live India and Dainik Jagran group. I also worked with Hockey India, managing media relations and PR for both the men’s and women’s hockey teams. Covering a wide range of sports and connecting with numerous athletes and stakeholders sparked my interest in sports management.
In 2015, I joined IOS Sports & Entertainment as the Head of Media Relations & PR. My previous experiences helped me increase the visibility and marketability of our athletes. Over the years, I have worked closely with the IOS team to secure significant endorsement deals and build strong relationships with brands for several athletes and federations.
After completing my graduation in Ludhiana, I came to Delhi for postgraduation, where I studied broadcast journalism and film industry. During my postgraduation, I secured a job with ESPN, which was a significant breakthrough. At Ryan University, where I was studying, I was the first to get a job with a multinational company.
I then worked with various news channels and, in 2008-2009, prepared for UPSC exams, which I couldn’t clear. However, in 2009, I cleared my exams for IB with the rank of ACIO, but couldn’t join due to family reasons. I also worked with the Commonwealth Games Organizing Committee in 2010 and then joined the Indian hockey team as a media manager. I spent three years working with both the men’s and women’s teams, focusing on brand image management and PR activities for the athletes. The aim was to uplift the image of the sport and highlight the struggle of hockey players of our country and their achievements.
After enjoying my time with the Indian hockey teams, I decided to diversify into PR and sports management. I joined IOS and completed diplomas from the International Olympic Committee. I have now spent nearly 10 years in the sports management industry, managing talents like Mary Kom, Vijender Singh, Saina Nehwal, Suresh Raina, Mirabai Chanu, Lovlina Borgohain, Manpreet Singh, Rani Rampal, Anju Bobby George, Geeta Phogat, Ritu Phogat, Yogeshwar Dutt, Harmanpreet Singh, Manika Batra and Sangram Singh. Currently, I work with nearly 70 athletes.
Q. What motivated you to pursue a career in athlete management?
Ans. My deep-rooted passion for sports and extensive experience in sports journalism fueled my journey into sports management. As a sports correspondent, I witnessed firsthand the dedication and hard work that athletes put into their craft. I realized that many athletes, especially those in non-cricketing sports, needed comprehensive support to manage their careers and maximize their potential.
I combined my expertise in media with my passion for sports and relationship-building to help athletes navigate the complexities of endorsements, sponsorships, and branding. Seeing athletes like Hima Das, Mary Kom, Mirabai, Puja Tomar, Kishore Jena, and others succeed on the global stage and knowing that we played a part in their journey is incredible.
Athlete Management and Endorsements
Q. What do you think has contributed to the increasing endorsements for female athletes in recent years?
Ans. The exceptional performances and inspiring stories of female athletes like Puja Tomar, Manika Batra, Mirabai, Lovlina, Hima Das, and Mary Kom have significantly increased their visibility. Brands are keen to partner with individuals who resonate with their audience, and female athletes, with their compelling stories of perseverance and success, fit this criterion perfectly. The narrative around female athletes has evolved, with media and social platforms playing a crucial role in amplifying their stories, making them appealing. There is now a growing focus on gender equality worldwide, encouraging brands to support female athletes who resonate strongly with their audience.
Q. Can you elaborate on some successful endorsement deals you’ve facilitated for female athletes like Mary Kom and Hima Das?
Ans. The growth in sponsorships and brand deals on the talent side has been significant, especially for female athletes like Mirabai, Lovlina, Manika Batra, Mary Kom, Hima Das, and Manu Bhaker.
We have secured partnerships with a diverse range of major sponsors and brands to support our talent. From leading global beverage brands, mobile brands, and pain relief brands to ceramic companies, automobile manufacturers, and jewelry brands, many sponsors have come forward for partnerships and endorsements.
These deals vary from six-figure costs for a short post or reel to seven-figure costs for an ad and sometimes more. There are various forms of involvement, ranging from product endorsements to short and long-term digital activations and kit sponsorships. Even recently I have secured a landmark deal for Athletics Federation of India with Puma as their apparel and footwear brand. It’s a multi-year deal which will provide kitting to the entire Indian athletics team.
Q. How do you approach brands to pitch lesser-known athletes and secure deals for them?
Ans. It’s all about storytelling and highlighting the athlete’s potential. We focus on the athletes’ inspiring personalities and match them with suitable brands. Aligning the athlete’s values with the brand’s mission creates a compelling case and a symbiotic relationship. Convincing brands that investing in these athletes now will pay off in terms of visibility, brand loyalty, and positive association in the future is key.
With young and lesser-known athletes, there’s an opportunity for brands to be part of their journey from an early stage, leading to long-term and fruitful associations. For these athletes, understanding and conveying their stories is crucial. Many non-cricket athletes have powerful struggle stories. By understanding their journeys, we can effectively communicate their value to brands.
Take Rani Rampal, for example. As the former captain of the Indian women’s hockey team, she overcame significant hardships. Her father was a cart puller, and her mother was a housemaid. Their family income was so low that they sometimes couldn’t afford even one meal a day. Despite these challenges, she led the Indian team to a historic fourth-place finish in the Olympics. She has been honored with the Padma Shri, Rajiv Gandhi Khel Ratna, and medals in the Asian and Commonwealth Games. Highlighting such achievements helps in securing deals for athletes like her. Similarly, we have secured numerous endorsement deals for Runiyan, including digital deals and motivational speaking sessions.
Currently, we work with Jyotiya Rajesh, whose father is a private security guard. Despite a low family income, she is excelling in her field. We have secured many deals for her, including her role as a brand ambassador for Adidas and other digital endorsements, helping her earn good money. Understanding and telling these stories are essential for successful brand partnerships.
Challenges and Strategies
Q. What are some common challenges you face in athlete management, and how do you overcome them?
Ans. Every day, we encounter several challenges that require careful navigation and strategic solutions. One of the most basic challenges is balancing the diverse needs of athletes, each with unique training schedules, personal commitments, and career aspirations. Another challenge lies in securing endorsement deals, which can vary greatly based on an athlete’s popularity, marketability, and current performance.
We emphasize a proactive approach by staying closely connected with athletes and their families to understand their evolving needs. This allows us to manage and support them thoroughly, whether it’s securing long-term endorsements for promising talents or finding innovative ways to maintain visibility and engagement.
Q. How has the COVID-19 pandemic affected athlete management and endorsement deals?
Ans. There has been a significant shift in endorsement dynamics worldwide, especially towards digital influencer marketing as brands adapt to the new normal.
Previously, we would receive 4 or 5 endorsement requests, primarily for prominent athletes. Now, we witness 40-50 queries for digital campaigns and motivational sessions, reflecting a shift in brand strategies towards virtual engagements. Additionally, training sessions and meetings are now mostly conducted online compared to before. So post covid entire focus was shifted on the digital media. During covid I remember we did a social media deal for our two renowned faces Mary Kom and Vijender Singh for Cult-fit online class, wherein both the athletes use to shoot online content and we share it with the brand for their app.
Personalized Athlete Management
Q. How do you cater to the individual needs of each athlete you manage?
Ans. I have worked with a diverse group of athletes, ranging from young and energetic individuals to experienced and distinguished figures such as Mirabai Chanu, Vijender Singh, Mary Kom, Hima Das, and Lovlina Borgohain. Each of them has unique requirements, needs, aspirations, and challenges that necessitate a tailored approach.
My team and I prioritize the individual circumstances and requirements of every athlete we represent. This involves frequent one-on-one sessions to discuss their training regimens, competition schedules, media engagements, sponsorship agreements, and any personal or professional issues they may encounter.
Together with the athletes, their families, and coaches, we develop customized strategies and action plans to address their specific needs. This may include securing impactful endorsement deals, managing their public image and media relations, or providing essential support for mental health and overall well-being.
For example, with Olympian Vijender Singh, a critical focus has been overseeing his transition from amateur to professional boxing. This includes negotiating lucrative contracts, coordinating media appearances, and strategizing his competitive calendar to ensure he receives the necessary support.
Q. Can you provide an example of how you’ve helped an athlete beyond securing endorsements?
Ans. There have been several instances where we’ve assisted athletes beyond securing endorsements; our role extends to providing holistic support for their career and personal development. It’s crucial to establish strong, personal relationships with each athlete because ups and downs are inevitable in their lives. Athletes require our support, especially during times when their performance is not at its best. As managers, it’s our duty to continually motivate them and reaffirm their potential.
We organize motivational sessions and have successfully conducted these with athletes in the past. One notable example involved an athlete who was struggling with performance issues. I arranged for her to meet a legendary cricketer, who spent an hour mentoring her at his residence. This experience greatly contributed to her comeback despite the challenges she faced. Such interventions are essential in supporting athletes throughout their careers.
Notably, not everything revolves around endorsements; athletes also expect moral support from their management team or agent. This holistic approach is vital in fostering their growth and success.
Digital Marketing Shift
Q. How has the shift to digital influencer marketing impacted athlete endorsements during the pandemic?
Ans. As mentioned earlier, with traditional sports events and sponsorships disrupted during the pandemic, brands have increasingly shifted towards digital platforms to engage with audiences. There has been a significant rise in inquiries and collaborations for digital campaigns.
Brands are now using athletes and Olympians as digital influencers to effectively reach targeted audiences. This transition has been highly beneficial for us, enabling us to creatively highlight our athletes’ stories and accomplishments through engaging content on platforms such as social media, streaming services, and online events.
Q. Could you share some successful digital marketing campaigns IOS Sports has executed for their athletes?
Ans. Certainly! We’ve executed numerous successful digital marketing campaigns that have significantly boosted our athletes’ visibility and resonated well with audiences. While I can’t disclose specific details, we’ve facilitated deals with various brands such as Kajaria tiles, pain relief brands, and Cult Fit gyms, all of which have been effectively promoted through social media campaigns.
Recently, we also secured a landmark multiyear deal for Indian athletics with Puma, a global brand. This historic agreement marks a significant achievement in non-cricket sports endorsements in India.
Future of Athlete Management
Q. What do you think the future holds for athlete management in India?
Ans. The future for athlete management in India appears promising. When I entered this sector, it was relatively new and required navigating new paths. However, I’m glad I did, as it has become more accessible for the next generation.
With growing global exposure and the rise of digital platforms, athletes are becoming increasingly accessible and marketable. There’s a noticeable trend where female athletes, in particular, are gaining prominence and securing significant endorsements. Moreover, with abundant information, technology, and data available, managers, both current and aspiring, can establish profound connections between athletes and brands to drive mutual success.
Q. How do you see the role of athlete managers evolving in the coming years?
Ans. Thanks to advancements in technology, shifts in consumer behavior, and evolving athlete needs, athlete managers are increasingly becoming strategic partners in shaping an athlete’s career trajectory. We’re witnessing a transition towards digital prominence, where athletes are not just competitors but influential brands in their own right.
Looking ahead, athlete managers will need to adeptly navigate complex digital landscapes to enhance visibility and ensure athletes receive comprehensive support—financially, emotionally, and professionally. The role will require agile, tech-savvy professionals who can navigate a dynamic sports market while championing the interests and aspirations of their athletes.
Becoming an Athlete Manager
Q. What personality traits and skills are essential for someone looking to become an athlete manager?
Ans. To excel as an athlete manager, several essential personality traits and skills are required. Firstly, honesty, passion, and patience are crucial as managing athletes involves navigating their ups and downs and understanding their moods and training schedules.
Respecting an athlete’s training regimen is paramount; disruptions must be minimized when handling deals or negotiations. Core responsibilities include understanding athlete preferences, effectively marketing them, and maintaining their positive public image through adept PR skills.
Effective communication is vital for engaging with athletes, coaches, sponsors, and media, requiring clarity and negotiation prowess. A proactive, positive approach coupled with strong visualization and strategic abilities enhances success. Patience, empathy, and professionalism are essential for handling pressure.
Adaptability is key for managing contracts, travel arrangements, and navigating regulatory changes with precision and innovative problem-solving skills. Finally, resilience under pressure and a genuine passion for sports are essential for sustained success in this dynamic field.
Q. What advice would you give to aspiring athlete managers on building a successful career in this field?
Ans. My advice to aspiring athlete managers is to prioritize honesty and patience in your relationships with athletes. Trust is essential, and you must earn and maintain it, especially during challenging times when an athlete may not be performing well. Support their scheduling and overall well-being diligently.
As the face of the athlete, humility and patience are crucial when dealing with brands and the public. You’ll receive numerous calls and inquiries, so managing the athlete’s image effectively becomes a significant part of your role.
Beyond contract negotiations, cultivate a genuine passion for sports, ideally across multiple disciplines. Understanding the business aspects of sports is vital for providing comprehensive support. Always prioritize the athlete’s welfare and long-term success by building trust-based relationships and networks.
Keep abreast of industry trends and innovations in sports business, marketing strategies, and technology. Continuous learning will enable you to offer informed and strategic guidance to your athletes, maximizing their opportunities for success.
Turning Athletes into Brands
Q. What strategies do you use to turn athletes into strong, recognizable brands?
Ans. When it comes to turning athletes into strong, recognizable brands, my strategy prioritizes signing athletes with reputable brands rather than focusing solely on quantity. Quality partnerships with larger brands are key, where the brand’s marketing efforts and alignment with the athlete’s values matter more than just financial considerations.
The approach varies based on the brand and athlete involved, tailored to amplify their unique strengths and personal stories. This includes understanding their journey, aspirations, and distinctive qualities. Nurturing long-term relationships with sponsors and enhancing the brand’s image are critical components of this strategy.
Q. How important is storytelling in creating a brand around an athlete?
Ans. Storytelling is key. Brands don’t always prioritize statistics or achievements; they are drawn to narratives that align with their mission, values, and resonate with audiences on a deeper level. In today’s digital world, sharing personal anecdotes, challenges, and aspirations humanizes athletes and makes their journey relatable.
Effective storytelling captivates fans and brands alike, fostering loyalty and support. Here’s a secret: it’s the most crucial skill for success in athlete management.
Mentorship and Development
Q. How do you mentor and support young athletes in their careers?
Ans. Mentoring and supporting young athletes is fundamental to our approach. We closely monitor their progress and performance while striving to understand their individual needs and aspirations. Involving their families and loved ones ensures comprehensive support throughout their journey.
We develop a strong brand image that aligns with their unique talents and personalities. This not only enhances their visibility but also establishes long-term partnerships that are advantageous for their careers.
Q. What role does mental health and well-being play in your approach to athlete management?
Ans. Mental health and well-being are paramount in our approach to athlete management. Athletes encounter significant pressures both in competition and personal life.
We prioritize their mental and emotional welfare alongside physical training. This involves creating a supportive environment where athletes feel understood and supported. Recognizing that we may not personally grasp their emotions fully, we ensure they have access to experts to discuss any concerns openly and without hesitation.
Industry Trends and Predictions
Q. What are some emerging trends in the sports management industry that you’re excited about?
Ans. The sports industry is experiencing rapid growth, not just in cricket but also in non-cricket sports. This trend has accelerated following the Tokyo Olympics, with notable achievements such as Neeraj Chopra’s gold medal, Mirabai Chanu and Lovlina Borgohain’s silver medals, and PV Sindhu’s second Olympic medal. Brands are increasingly focusing on emerging athletes who participated in these Olympics, reflecting the expanding opportunities in Indian sports.
Many corporates are now investing significantly in non-cricket sports, making this a pivotal time for the growth of Indian sports beyond traditional avenues.
Q. How do you foresee the integration of technology and data analytics in athlete management?
Ans. I believe the integration of technology and data analytics is playing a significant role in sports. While I’m not an expert in this field, I have observed its importance evolve over time. In the past, during my work in 2011, 2012, and 2013, I noticed foreign coaches using various devices. Nowadays, I see a notable shift where data analytics and video analysis are crucial in almost every sport.
Before major games, athletes such as boxers, hockey players, and wrestlers conduct thorough video analyses of their opponents to develop effective strategies. This growing use of technology in sports is rapidly advancing in India, enhancing the performance of our athletes significantly.
