June 03, 2016: Latika Khaneja is a name to reckon with in the sports management arena. She has been recognized and awarded for her endeavours to promote sport. Latika’s clients have included Virender Sehwag and Rajyavardhan Singh Rathore. And now her Collage Sports Management is also working on several golfers, including women. Golfing Indian caught up with Latika in an exclusive conversation on her career and aspirations for the future.
Collage Sports Management has acquired a strong portfolio of professionals over the years. Tell us about your journey in sports management and the lessons learnt along the way.
The journey has indeed been a pleasurable one. The primary focus of sports management is to believe in the talent rather than pre conceived notions of what or who will work. If you are inspired by a spark of talent then take on the management of the person. Your belief is intrinsic to his success. The plan will unfold itself.
What do you think of golf as a sport and its place in the Indian scheme of things?
I believe it will go places with more and more youth taking up the sport. With the status quotient attached to it, more and more people are taking up golf and they will propel these young people forward.
How many golfers do you have on your roster? What are the nature of opportunities that align well for young golfers in India?
Golf has some limitations for sponsorship because unless you are a superstar internationally your primary endorsement is equipment, shoes etc which a player cannot change just because they endorse him. Also it spans the Asia Pacific if not the world so the cost of getting endorsements is too high. In India primarily Hero is endorsing top stars and Mr. Munjal is himself extremely clued into who he may sign or sponsor. Same for Avantha and other major sponsors.
Even as the men’s game makes rapid strides, women’s golf in India is lagging behind just as is the case with cricket. What do you think needs to be done to deepen the field for women’s golf in India?
The tour needs to attract more players who can see it as a livelihood. The remuneration for a top player is still very low. Only when the financial award is more and they can make strides to other larger and richer tours can it be seen as a long term career option. Girls like Vani and Sharmila should inspire others to take up the sport professionally.
What are your plans for the future?
I just wish to achieve all my dreams.
- In this article
- anand datla
- Collage Sports Management
- Latika Khaneja
