Satyam’s first with sports vertical

DURBAN: Satyam Computer is setting up a ver tical to offer IT services to the $500 billion-plus global sports industry, pitching for a share in a fast-growing segment dominated by the likes of IBM and Atos Origin.

The country’s fourth-largest software company is also aggressively pursuing deals with top European soccer clubs to provide IT backbone to the game.

Besides, it is looking to sign up top athletes to endorse its operations. The new vertical will be aligned with its media- and entertainment-oriented segments.

It has already announced it will sponsor Fifa 2010 and 2014 Soccer World Cup tournaments. The company, however, did not disclose the exact financial details of the deal for the world’s most-watched sport.

The company is recruiting former sportspersons to familiarise techies with various sports and also to provide consultancy on the use of IT in sports.

Satyam is close to signing up a well-known former French player whom the company refused to name.

According to Keshab Panda, head, Europe operations, Satyam has already made business presentations to a host of premier league football clubs in Europe on IT implementations and use of technology in developing clubs and grooming players.

According to some estimates, the global sports industry is growing at a CAGR of 10%. About 20% of its total spend is said to be on IT alone.

“Satyam also has the first right of refusal for the two subsequent World Cups in 2018 and 2022,” said a senior official who did not want to be named.

While the Fifa sponsorship and IT partnership in effect signals the kick-off to a new sports vertical, Panda, who also head the energy, and utilities verticals, said sports will be a fast- growing vertical for Satyam.

The Fifa engagement, which began in July, has already started opening doors for us, Panda told DNA Money on the sidelines of the announcement in Durban.

While the Atos Origin is already the worldwide IT partner and an official TOP Partner of the International Olympic Committee (IOC), with the responsibility for providing the IT support for the Beijing 2008 Olympics and the subsequent London games, top IOC officials, who were hard to convince earlier, have started showing interest in Satyam.

Though the bids for the London Olympics have been closed, it is likely that the Hyderabad-based company could get to implement some components of IT for the games, sources said.