new delhi sports sure means mega bucks these days and not just for star cricketers footballers and golfers now even it companies are betting big on mega sports events top it players are looking at sports as a lucrative way fill their kitty and with the number of events increasing everyday it sure makes good business satyam for example signed a mega deal with fifa last november and became the official it service providers to the 2010 and 2014 football world cups wipro too is looking at deals with australian sport groups to manage their portals and generate live video content while it may take a while for an indian to play in the nba league indian it giants are aiming for us basketball courts as well as the baseball leaguetop computer maker lenovo has a deal to provide computer equipment for the beijing olympics this year tcs was one of the early indian it players to move into this space way back in 2004 tcs signed up with scuderia ferrari to develop their formula one racing car making it the first indian company to enter the f1 stadium in the global arena tcs solutions also provided the it solutions for the cars popular cousin the ferrari sports car of course the money is big satyam for example is targeting a revenue of 100 million by 2010 from the sports vertical alone we have the mandate to provide it services to fifa for the next seven years till 2014 says dilbagh gill who heads the newly formed sports division at satyam the fifa deal is bringing them many spin offs as well we are in talks with the south african government to integrate their city it systems and get their infrastructure ready for the big event says gill we are looking at london olympics to do back office operations after all a lot of contracts are still up for grabs there gill adds while satyam may have realised the market potential and created a separate division to handle sports others look at it under the broad spectrum of media and entertainment thats because sports vertical is fragmented experts say the global market size would be around 40 billion now at wipro sports is a part of the media and entertainment division more specifically its part of the leisure segment which includes theme parks and event management etc the whole media and entertainment segment for us grew at 60 last year says sitaraman k gm media and entertainment we are in discussions with some sports channels and associations in us to become it partners sitaraman says a deal would mean providing the online content creating video footage for mobiles et al typically these deals vary between 5 million to 10 millionothers like accenture technology labs developed the virtual sports centre platform to help sports clubs and event organisers generate extra revenue through added entertainment and educational features a camerabased solution it does not require a large infrastructure the virtual sports centre