Sports Marketing

Brief Overview

Although we may think of sports as fun and pure pleasure, sports is nothing if not a big business. Each year, sports organizations pull in billions of dollars from fans and corporate sponsorships, enough to reward their players with handsome multi-million dollar contracts. Every year, corporations plan advertising and promotional campaigns built on the endorsements of sports celebrities, from Dorothy Hamill to Michael Jordan to Tiger Woods. Sports organizations offer hospitality events and fantasy camps for fans and corporate sponsors. Players nurture their careers to eke out the maximum amount of profit from endorsements, motivational speaking tours and personal appearances. Businesses hope to win over potential investors by hosting sports events. In short, there are a lot more players in sports than just those on the playing field.

Sports marketers are the people who handle the business side of sports. Some work for a league or sports association, like Major League Baseball or the National Basketball Association. Others work for teams, like the LA Lakers, the New York Yankees, or the Detroit Pistons. Some work on behalf of major companies, like Coca Cola or Budweiser, managing promotional campaigns and sponsorships of domestic and international sporting events. Others work as sports agents, representing professional athletes, negotiating contracts and endorsements, and otherwise managing an athlete’s career. Still others organize sports-related events on behalf of sports organizations, associations, teams, or companies. Many tourism offices and convention and visitors bureaus hire sports marketers to help a city lure important sports events and teams to town. Market researchers in this field conduct surveys for sporting goods manufacturers, athletes, local governments, public relations agencies, tourist groups and sports retailers.
Specific duties in this field include:

  • Negotiating and preparing contracts for athletes
  • Strategizing about how best to leverage sponsorship
  • Planning and coordinating sports events
  • Conducting market research and analysis
  • Producing promotional material, including mailings and web pages
  • Talking with athletes and sports organizations about their needs
  • Monitoring sports activities and new trends
  • Overseeing the development of new merchandise and products associated with a team, player or a particular sport
  • Overseeing the upkeep and maintenance of a sports facility
  • Overseeing ticket sales

Taken from Career Prospects in Virginia

Helpful Tips

These jobs are very competitive and are often extended only as a result of having a personal contact or completing an internship in the field. It’s important to start researching and networking early. Notre Dame students have interned for organizations ranging from IMG to the Indiana Pacers, so opportunities for entry do exist.

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Networking

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