How to become A Sports Manager

The ease with which they successfully and systematically execute strategic business decisions ranging from player engagement, contract negotiation, marketing, and public relations to organisational profitability makes Sports Managers masters of multiple trades.

• Sports Business Manager
• Athletics Manager

What do Sports Managers do?

A Sports Manager would typically need to:

• Coordinate all business-related activities, so the athlete or team that employs them can focus on playing and winning
• Keep team owners and other stakeholders in the loop about the capabilities and potential of the team and individual players
• Act as the sole point of contact for the athlete they represent, if employed as an individual player’s manager
• Meet with players with the potential to join the team; analyse and negotiate player contracts while adhering to prescribed salary caps
• Work with recruiting teams to find high school talent to join the team, if working for a college sports programme
• Negotiate and facilitate player trades with other franchises; attend meetings with other team managers
• Work with coaches to set up a programme schedule that optimises player performance and usage rate
• Enforce rules set by the presiding sports authority (school, league, conference, or organisation)
• Hire, train, mentor, and fire assistant managers and coaches; negotiate management staff contracts
• Manage the sports facility; hire food, service, and maintenance staff; ensure event facilities and stadiums are conducive to a good game
• Strike a balance between the employer’s revenue and financial responsibilities; manage accounts, income, budgets, and debts
• Monitor ticket sales and distribution; put together and participate in promotional events that include season ticket holders, other fans, and the general public
• Organise fundraisers, secure endorsements, and partner with promotional businesses to boost the employer’s commercial value
• Promote the athletes, team, and merchandise through traditional and digital marketing channels
• Help athlete/team and the staff maintain an amicable and professional relationship with all media and sports media in particular
• Manage athlete/team travel plans for away games; make sure the athlete/team have the right equipment and uniform

Sports Managers work in clean and comfortable offices in big cities and small towns, depending on whether they work at the school, collegiate or professional level. 

Most of their work comprises meetings with coaches, agents, players, and other stakeholders who may be involved in the sport. Travel is a requirement for away games, meetings, conferences and events where the team or athletes would be represented.

A Sports Manager’s work schedule does not include a typical 9-5, five-day week. The work timing varies depending on one’s employer. However, the hours are usually long, especially for those who work with professional teams and athletes. 

Working weekends and nights is generally a requirement. Since sports are seasonal, some parts of the year may be considerably busier than others.

Research suggests that flexible hours and generous telework policies appeal more than salary to the younger generation. There has been an incremental increase in employers willing to give promising employees a chance to adjust their schedules per the work pressure.

Finding a new job might seem challenging. Sports Managers can boost their job search by asking their network for referrals, contacting companies directly, using job search platforms, attending job fairs, leveraging social media and inquiring at staffing agencies.

Sports Managers are generally employed by:

• High Schools
• Colleges and Universities
• Sports Facilities
• Sports Organisations and Federations
• State, National and International Leagues

Professional associations and organisations, such as the Sports Marketing Association (SMA), are crucial for Sports Managers interested in pursuing professional development or connecting with like-minded professionals in their industry or occupation.

Professional associations provide members with continuing education, networking opportunities and mentorship services. Membership in one or more adds value to your resume while bolstering your credentials and qualifications.

• High-pressure targets to meet seasonal profitability demands of the team 
• Ensuring the athletes and support staff remain motivated despite the gruelling work
• Constant exposure to the media and public that compromises one’s privacy
• Lack of work-life balance due to long hours and major work-related travel
• Dealing with the mood swings of the athletes and keeping them in line
• Major accountability for other people’s performance levels

Most Sports Managers begin their careers as interns or volunteers or in entry-level roles that demonstrate their passion for the world of sports along with a keen understanding and knowledge of the industry.

Internships in team offices or school athletic departments may be of value. Working in an entry-level role in the business side of sports may equip you for a managerial role. Volunteering as a coach or official for local athletics teams may help you understand how sports management operates and display a commitment to the field.

Some employers value experience and knowledge more than a degree. Roles that may help in such cases include assistant to the team manager/coach or sales associate. The paid and voluntary jobs are usually advertised online or in local newspapers.

The experience may also help determine whether the public, private or voluntary sector is best suited to realise one’s ambitions. Your educational provider’s career service department can provide information about viable work placements, internships and voluntary work opportunities in diverse sectors.

Although this route is rarely pursued, a first career as a professional athlete with adequate knowledge of the sports world and familiarity with a particular sport may realise your ambition of becoming a Sports Manager.

Even while in high school, you can check with a teacher or counsellor about relevant work-based learning opportunities available in your school or community that can help you connect your school experiences with real-life work.

Join some groups, try some hobbies or volunteer with an interesting organisation, so you can have fun while learning about yourself and be directed toward a future career. 

If your school has a business club, engaging with them may help you acquire management and leadership skills from a young age. Volunteering to help the athletics teacher or one of the coaches may also allow you to understand sports management up-front at the school level.

Read about the profession and interview or job shadow experts in sports management to prove your commitment to course providers and prospective employers.

Sports Managers must be fully conversant with the symbiotic relationship between sports and business. Most cultivate the mandatory entrepreneurial mindset through academic pursuits that include a variety of topics and a multidisciplinary focus.

Several colleges and universities offer specialised programmes in sports management, focusing on athlete development, sports law, organisational management, sports project management, sports media, sports marketing, intercollegiate athletics, or high-performance coaching. 

Sport-specific concentrations may also include racquet sports, gymnastics, or water sports, and other helpful topics, such as accounting, economics, contract laws, ethics, psychology, business, and marketing.

Where that is not an option, budding Sports Managers will find a bachelor’s degree in business administration, business law, finance, economics, or accounting suffice to gain the requisite skills and catch the eye of prospective employers. 

Accredited courses in marketing, sales, communication, public relations, physical education, or kinesiology are of equal value.  An associate degree or higher national diploma (HND) in the above subjects could fetch you an entry-level job.

Recommended high school courses include physical education, business studies, economics and mathematics. English and speech classes can help you with your writing, research and communication skills.

Remember that completing a particular academic course does not guarantee entry into the profession. Be that as it may, your professional qualifications and transferable skills may open up more than one door.

Do your homework and look into all available options for education and employment before enrolling in a specific programme. Reliable sources that help you make an educated decision include associations and employers in your field. 

Certification demonstrates a Sports Manager’s competency in a skill set, typically through work experience, training and passing an examination. Successful certification programs protect public welfare by incorporating a Code of Ethics.

Accredited professional business management, social media communications, event management, and leadership certification from an objective and reputed organisation can help you stand out in a competitive job market and become an independent consultant.

Sports Managers may also need to undergo an employment background check, including but not limited to a person’s work history, education, credit history, motor vehicle reports (MVRs), criminal record, medical history, use of social media and drug screening.

Performance, experience, and the acquisition of professional qualifications drive the career progression of Sports Managers, which may vary based on whether they are managing a team or individual athletes. 

While all Sports Managers need a surfeit of administrative, leadership, interpersonal, and financial skills, professionals who distinguish themselves in one of these aspects stand a better chance of being considered for specific roles.

After a few years with a sports facility or organisation, one may be promoted to Brand Manager if they have a creative knack for marketing, communications, and building business relations within and beyond the organisation.

Excellent leadership and business management skills will help you become the CEO (Chief Executive Officer), while shrewd financial acumen can be why you are chosen as the CFO (Chief Financial Officer).

Success in leading teams during negotiations with sponsors and other external partners and playing a critical role in adding to the team’s talent pool may work in your favour when the role of Commercial Manager is on the market.

You may be a good fit for the post of Sporting Director if you have been adept at managing diverse projects and roles and have acted in the organisation’s best interests as its key representative.

Yet another option is to begin your professional career as a local school team manager and work your way up to the varsity level, eventually becoming the Sports Manager of a professional team or individual athletes. 

Major leagues, federations, or governing bodies may be eager to take advantage of your considerable knowledge of the ins and outs of the industry and its functioning. Opportunities to progress may also include starting your own sports management consultancy that can offer expert advice to sports facilities and organisations.

The desire to accelerate career growth and personal development has an increasing number of millennials choosing to job hop and build a scattershot resume that showcases ambition, motivation and the desire to learn a broad range of skills.

Studies prove that job hopping, earlier dismissed as “flaky” behaviour, can lead to greater job fulfilment. Employees searching for a positive culture and exciting work are willing to try out various roles and workplaces and learn valuable and transferable skills along the way.

Sports Managers with the necessary leadership skills, management experience, relevant education, and a passion for sports have the best job prospects.

Continuing professional development (CPD) will help an active Sports Manager build personal skills and proficiency through work-based learning, a professional activity, 

formal education or self-directed learning. CPD also enables the regular renewal of desirable certifications.

A master of business administration (MBA) in sports management or a master’s in leadership and management or sports management can help perfect the communication, strategy, and leadership techniques essential for better advancement opportunities.

Sports Managers hoping to work exclusively with college athletes could acquire a master’s degree in sports management with a concentration in intercollegiate athletic administration.

Some Sports Managers may consider investing in a doctoral degree in sports management or a related field to achieve more exalted ambitions of reaching the highest possible management position within an organisation or pursue teaching and research in the sports industry.

Listen to podcasts, read newsletters, attend seminars and network with experienced professionals to stay updated with the industry. Hone important soft skills, such as decision-making, communication, teamwork and leadership, to thrive in your chosen workplace. 

Develop and maintain a harmonious passion for sports, so you can fully focus on the task and experience positive outcomes during and after task engagement. In addition, successful Sports Managers must be able to straddle the fine line between ethical principles and a fierce competitive spirit easily and confidently.

A Quick History of Sports Management

Sports have been an integral aspect of human society since the first organised sporting event during the Olympic games in 776 B.C. Since then, modern sports have evolved, with most breakthroughs happening in the last 50 years. 

The primary transition occurred in the level of organisation when the potential profitability of sports as an organised business came to light before World War I.  Subsequent inclusion of support staff and burgeoning media attention manifested the Spots Manager role, which continues to find favour in the sports industry.

Attributes that help Sports Managers Succeed

In addition to being adept leaders, Sports Managers must come across as articulate and approachable communicators. They must empower their teams, foster positive change, and offer proactive guidance promptly.

Successful Sports Managers must ensure that any reference to their athlete/team in the public domain is consistent across the organisation and time and that all events are conducted strictly per prescribed standards. 

Strategic thinking that aids the creation and execution of effective plans which develop and sustain the athlete/team’s fiscal success is key to the success of a Sports Manager. The competence to confidently manage profitable assets on behalf of their athlete or team is of equal value.

A Sports Manager’s success story will not be complete without reference to their flexible and persuasive sales skills, often instrumental in trading appropriate organisational assets for maximum benefit.

One of the more mundane and consequently less visible skills a Sports Manager possesses is the ability to constantly monitor facilities favoured by their athlete/team for practice and play so there are no unforeseen or unpleasant surprises.

Other Roles that Facilitate Competent Sports Management

The number of professional hats that a Sports Manager may be asked to don will depend on specific employer value propositions (EVPs) and expectations. Large organisations may be able to afford a whole plethora of specialist roles that add value to their brand.

Athletic directors typically work with high school and college sports programmes. They set budgets, hire coaches, coordinate with various academic departments, and raise funds for the teams to ensure they have all they need, including equipment, uniforms, and transportation to away games.

Facility managers are responsible for the venues where teams and athletes play or practice but do not manage the teams or organisations themselves. They monitor the daily activities and maintenance of the sports facility to ensure it is ready for practices or games. In addition to managing facility staff, they may handle ticket sales.

The event coordinators who guarantee efficient management of events at the facility or venue are at a different place on the spectrum. They work closely with facility managers and Sports Managers to turn a sporting event into the successful entertainment witnessed in stadiums and arenas. Event coordinators handle the scheduling, marketing, media relations, coordination with the facility manager, and ticket sales in a bid to ensure an event has a smooth running, 

Although they are apt to be confused with Sports Managers, sports agents have a distinctly diverse role to play in the sports arena. Unlike the former, who are responsible for the entire team or organisation, sports agents represent individual athletes and help them navigate their professional journey successfully. Ideally, they focus all their energies on ensuring their athlete gets the best possible regarding drafts, contracts, sponsorships, and public relations.

Yet Another Silver Lining to an Ominously Dark Cloud

The post-pandemic boom in the global e-sports industry and the role of social media in making brand engagement an essential part of the sporting experience for athletes and fans create a lucrative opportunity for Sports Managers to leverage social media for marketing and communication. Sharing player trivia and exclusive behind-the-scenes coverage, live footage, and game highlights fuels positive fandom.

Current Scenario

The employment outlook of a particular profession may be impacted by diverse factors, such as the time of year, location, employment turnover, occupational growth, occupation size, and industry-specific trends and events that affect overall employment.

Despite the heavy competition, there is enough evidence to predict an increasing demand for Sports Managers in a world without enough sports and all the entertainment it offers.

Nike invested 3.11 billion USD in 2022 for promotional campaigns, which increased online shoppers’ brand awareness by 95%.

Besides an enduring passion for the world of sports, accomplished Sports Managers exhibit an enviable gift for wise implementation of competitive business decisions tempered by ethics and interpersonal skills.

Play a sport in your free time as a hobby. Imbibe the discipline and ethics of being a team player into your life so you can lead by example and help motivate others to do the same.