Introduction
At AISTS, we have over 700 Alumni across the world shaping the future of sport every day. Armed with a sports management degree, they are working in business development, sports operations, community and social services, media and communication, and marketing.
Whether you are just discovering your passion or are already set to a career in sport, understanding how to navigate your next move with a sports management degree is crucial.
This article is designed to guide you as you take your first steps towards a career in sports management. We will explore:
- How AISTS’ MAS in Sport Management can equip you with the skills and network you need,
- The essential questions to ask yourself before entering the job market,
- And the main career paths available in this fast-growing industry.
Beginning with a Degree: Exploring the AISTS’ Master in Sport Management and Technology
A sports management degree is your first step towards a career in the sports world. You can consider a bachelor or a masters in sports management.
A Comprehensive Master’s Programme for Future Sports Leaders
The AISTS’ Master of Advanced Studies (MAS) in Sport Management and Technology offers you the right toolkit to thrive in the dynamic world of sports management.
The programme combines 8 months of academic teaching with 7 months of total immersion in the sports business. From internships to applied projects, you will gain the knowledge, the work experience, and the skills required for a career in sports management.
The structure follows a multidisciplinary approach with a focus on management and technology. The curriculum also includes the following subjects applied to sports: science, law, medicine, and sociology. One of the highlights is the third module, Career and Leadership, purposefully designed to prepare you for your professional endeavors.
Study in the Heart of the Global Sports Industry
This Master can accelerate your career thanks to its strategic location. Based in Lausanne, the Olympic capital and home to over 50 international sports federations, AISTS offers unrivalled access to key industry figures. You will have the opportunity to expand your network through meet-and-greets, site visits, and guest speaker presentations.
With 90% of graduates continuing with careers in sport and a growing alumni network of over 700 professionals, AISTS sets you on a clear path. It paves the way for a successful future in the global sports industry.
“The AISTS routinely produces highly-trained graduates, many of whom have gone on to play leading roles in the world of sport, and offers leading expertise and technical services to a wide range of key players inside and outside the Olympic Movement.” —Thomas Bac, Former IOC President.
Key Questions to Help You Find the Right Career Path in Sports Management
With your sports management degree, you are equipped and ready to start applying for jobs in the industry.
It is now essential to prepare for the next step by understanding your motivations, values, interests, and strengths.
Here are key questions that you should ask yourself before applying for a job in sports management.
What interests you in the sports industry?
Do you like the business side of it?
Are you interested in working directly with athletes or do you prefer to be behind the scenes?
Do you have a specialization in any business area: finance, marketing, operations, law, accounting?
Are you interested in event planning, logistics, and operations?
Or do you enjoy marketing, analytics, fan engagement, or media more?
Where do you want to work?
Do you prefer big cities or small towns?
Do you have experience or interest in a particular sport or league?
What would you choose between professional teams, youth leagues, non-professional teams?
Do you want to work in sports clubs or event organizing companies?
Are you open to international opportunities?
Are you open to travel?
What kind of work-life balance do you want?
Do you enjoy an unpredictable environment with irregular hours, such as on game nights and weekends?
Do you prefer more structured office jobs with linear working hours?
What are your strengths?
Are you a:
- Leader? Consider team management, athletic director, and general manager roles,
- Planner? Consider event coordinator and facility manager roles,
- Creative? Consider roles in marketing, social media, and branding,
- Numbers person? Consider roles in analytics, finance, and contract negotiations.
What are your long-term goals?
Do you want to grow in the sports industry in the long run? Or do you want to pivot later?
If you want to pivot later, what experience and skills do you want to acquire?
What are your long-term goals in the industry: impact, income, creativity?
Do you want to work for the athletes, with the athletes, or for the fans?
If you want to work:
- For the athletes: consider HR, logistics, facility management roles,
- With the athletes: consider roles like agent, trainer, coordinator.
- For the fans: consider marketing, ticket sales, and community outreach roles.
Answering these questions will help you navigate and explore the numerous opportunities in the sports management field.
The Different Job Opportunities in Sports Management
The Sports Management industry is a vast and growing ecosystem, valued at approximately $2.65 trillion according to Sportico’s article “Just How Big Is The Sports Industry?“. It is fueled by:
- Traditional activities like broadcasting and sponsorships,
- And emerging trends such as digitalisation and data analytics.
As a result, the sports world offers numerous career opportunities in various areas if you’re equipped with a sports management degree.
This paragraph outlines the key job positions per area.
Sports Marketing and Promotions
Marketing is a key success factor for sports events, athletic brands, or sports franchises.
Today, marketing in sports management is becoming increasingly important as fan engagement is driving the industry.
In this niche, you may be:
- Promoting teams,
- Working on developing social media strategies for a sports team or organization,
- Or selling in-demand products.
Most opportunities in this segment are office-based, requiring sometimes travel.
Main Sports Marketing and Promotions Jobs:
- Public Relations Specialist: representing the team or company and working to promote a positive image and media presence. Tasks include writing press releases, coordinating media coverage, developing a crisis communications plan, and building connections with local and national media outlets.
- Sales Manager: selling tickets, premium venue seating, or VIP packages. The other responsibility is to maintain strong customer relationships to drive revenue.
- Merchandising Manager: sourcing and selling sports merchandise for retailers or teams, ensuring product appeal and sales performance.
- Promotional Manager: developing marketing campaigns to drive attendance and visibility for sports events.
- Promoter: planning and advertising sports events for maximum attendance and revenue.
- Market Researcher: providing insights into the marketplace that will help the organization make business decisions. Insights include information about fans, participants, the team’s competitors, and customers.
- Account Coordinator: assisting account executives by managing schedules, client communications, and marketing deliverables.
- Account Executive: managing sponsorship and marketing campaigns, ensuring client satisfaction and brand alignment.
- Marketing Manager / Brand Manager: developing and implementing brand strategies, sponsorships, and partnerships to grow brand exposure.
- Social Media Manager: creating engaging digital content and building fan communities online.
Event Management and Sports Facility Management
The event management segment is constantly growing, driven by the increasing number of sports events.
In this niche, you will coordinate logistics, whether for a sports team or an athletic facility. You will work behind the scenes to ensure that every aspect of an event is well-managed.
This career involves scheduling, coordinating food, providing entertainment, planning decor, and arranging seating.
Main Event Management and Sports Facility Management Jobs:
- Venue Manager: overseeing daily facility operations, maintenance, and staff coordination to guarantee a seamless venue functionality.
- Event Coordinator: planning and executing sports events, and managing logistics such as food, decoration, and schedules.
- Tournament Director: organizing and supervising sports events (scheduling, staffing, and logistics).
- Director of Event Marketing: developing marketing initiatives for events to increase attendance and brand exposure.
- Event Manager: overseeing all phases of event plans, from conception to post-event evaluation.
- Game Day Staff: assisting with on-the-ground operations during sports events.
- Operations Director: managing budgets, compliance, and customer experience during sports events.
- Site Development and Programming Director: overseeing the development of event spaces and programming strategies.
- Director of Event Services: leading service delivery teams for events, including logistics, staffing, and customer service.
Sports Media and Communication
The sports media landscape is constantly evolving, impacted by the era of digitalisation.
This niche is ideal for sports enthusiasts. If you follow sports competitions and are interested in monitoring sports trends, this field is for you. Experience in communication-focused roles, whether professional or academic, is a pre-requisite.
You can find this field within various types of companies, including news agencies, public relations firms, and universities.
You may be required to attend sporting events to cover them.
Main Sports Media and Communication jobs:
- Production Assistant: assisting in broadcasting or recording operations of sports events.
- Graphic Designer: designing visuals, logos, and promotional materials for teams, events, and social media.
- Photographer: capturing action shots and promotional images for media or team branding.
- Video or Film Producer: producing video content for highlights, promotional reels, or documentaries.
- Copywriter: writing advertising, social media posts, or press content for a sports audience.
- Online Writer: writing digital articles, blogs, or website content related to sports news or lifestyle.
- Sportswriter: writing publications on games, athletes, and industry developments.
- Sports Broadcaster, Reporter, or Journalist: producing in-depth analysis of games, trends, and player performance, through interviews and live coverage.
- Sports Podcaster: hosting audio shows discussing sports news, interviews, or expert commentary.
- Sports Commentator: producing live analysis and play-by-play insights during sports broadcasts.
- Sports Editor: overseeing and preparing sports content for digital or print publications.
Athlete Representation, Sports Agency, and Sports Law
Athletes require brand representation. As a representative or agent for an athlete, you are mainly responsible for building and managing business contracts. Your responsibilities also include developing a brand identity for the athlete and securing promotional opportunities to grow their career.
If you express interest in law, you can combine your degree with a certification or training in the field to apply for positions in sports law.
Main Athlete Representation, Sports Agency, and Sports Law jobs:
- Sponsorship Coordinator: connecting athletes or teams with brands to secure sponsorship opportunities.
- Booking Agent: arranging endorsements, contracts, and public appearances for athletes.
- Sports Agent: representing athletes in contract negotiations, endorsement deals, and career development negotiations.
- Sports Mediator: resolving disputes between parties in the sports industry through negotiation.
- Sports Arbitrator: making binding decisions in legal conflicts involving athletes or organizations.
- Business Manager: managing finances, branding, and career strategy for athletes.
- Legal Advisor / Compliance Officer: handling regulations, athlete eligibility, and contract law in sports contexts.
Sports Finance, Business Operations, and Administration
This niche is always in high demand within the sports industry.
Jobs in business operations are typically office-based, with occasional or regular travel requirements depending on the position. In some cases, they include high-level positions that require strong leadership skills.
If you are a business professional with an interest in sports and a solid understanding of business operations, this niche will likely appeal to you.
Main Sports Finance, Business Operations, and Administration jobs:
- Financial Manager: budgeting, forecasting, and financial planning for sports organizations.
- Legal Services Provider: providing legal guidance on contracts, liability, or organizational structure in sports.
- Ticket Sales Representative: selling game tickets and handling customer service.
- Sports Accountant: tracking of financial records, player salaries, and team budgets.
- Athletic Administrator: managing operations and planning for athletic departments or programs.
- Athletic Director: leading school or college athletic programs, overseeing budgets, and hiring.
Sports Analytics and Data Management
With the increasing use of data analytics in sports management, demand for analytics professionals is expected to continue rising.
If you enjoy working with numbers, algorithms, and metrics, this niche is right for you.
Main Sports Analytics and Data Management jobs:
- Sports Analyst or Statistician: analyzing player performance, game strategies, or fan engagement trends.
- Sports Data Researcher: collecting and commenting on statistical data on athletes, teams, and fan engagement.
- Sports Information Director: managing stats, media guides, and reporting for athletic departments.
Coaching, Team Management, and Player Development
This niche requires professionals to work with players and motivate them. It can be found in professional sports, as well as in amateur or youth sports.
It is an attractive niche as you will work directly with players.
Positions in this field typically operate in a hybrid work environment, combining office settings and field work. Some positions, such as those of coaches or sports medicine professionals, are also primarily field-based.
Some career opportunities in this niche, such as Sports Medicine Professional or Athletic Trainer, require additional certifications.
Main Coaching, Team Management, and Player Development jobs:
- Field Sports Manager: coordinating the logistics of field sports programs and ensuring compliance.
- Sports Coach: leading teams in training, strategy development, and performance improvement.
- Athletic Trainer: providing injury prevention, treatment, and rehabilitation for athletes.
- Referee: enforcing rules and ensuring fair play during sporting events.
- Sports Medicine Professional: diagnosing and treating sports injuries, often working closely with teams.
- Team Manager or Operations Coordinator: facilitating team logistics, travel arrangements, training schedules, and daily operations.
- General Manager (GM): overseeing team business operations, trades, contracts, and financial planning.
- Player Development / Scouting Professional: selecting and recruiting athletes.
Non-profit Organizations and Community Outreach
Non-profit organizations are committed to developing sports accessibility.
If you enjoy helping others, non-profit work may be a good fit for you.
Main Non-profit Organizations and Community Outreach jobs:
- Community Relations Manager: building relationships with the community and creating outreach programs.
- Donor Relations: managing donations and cultivating relationships with sponsors and funders.
- Volunteer Coordinator: recruiting and supervising volunteers for events and programs.
- Youth Sports Coordinator: organizing and promoting youth sports leagues and development programs.
Fitness and Recreational Management
You can also work within the non-professional side of sports, with gyms and fitness centers.
Main Fitness and Recreational Management jobs:
- Sports and Health Club Staff Member: managing daily operations and member services at sports or fitness facilities.
- Recreational Program Director: Managing local sports leagues, youth programs, or community fitness initiatives.
- Gym or Wellness Center Manager: Overseeing operations, membership growth, and fitness programming.
- Resort Manager: Managing recreational activities and athletic facilities at resorts or hotels.
- Parks and Recreation Supervisor: managing local sports programming and facility management.
Conclusion
The world of sports offers a vast and diverse landscape of career opportunities.
Dynamic, constantly evolving, and growing rapidly, the sector ticks all the boxes for anyone looking to build a fulfilling professional path.
To succeed in this competitive field, it’s essential to:
- Choose the right sports management degree,
- Equip yourself with the key skills to become a sports manager,
- And ask yourself the right questions to identify the path that best aligns with your goals.
The AISTS Master of Advanced Studies in Sport Management and Technology is unique. It offers multidisciplinary training, access to the industry, and a global network. This program gives you everything you need to succeed in the sports world.
Visit our article “What is Sports Management” to learn more about sports management. It covers the degrees available and important trends.
