What you need to know
Sports marketers plan programs to generate interest in sports teams, leagues, athletes and events.
Sports marketers might work for sports teams or leagues such as the WNBA, NBA, or NFL. As part of their job, they often work with art directors and sales, public relations, and financial team members.
Some of the things a sports marketer might do:
- Plan activities during a sporting event or game to provide an optimal fan experience
- Work with department heads or staff to discuss topics such as budgets and contracts, marketing plans, and the selection of advertising media
- Plan promotional campaigns such as contests, coupons, or giveaways
- Plan advertising campaigns, including which media to advertise in, such as radio, television, print, online media, and billboards
- Negotiate advertising contracts
- Evaluate the look and feel of websites used in campaigns or layouts, which are sketches or plans for an advertisement
- Initiate market research studies and analyze their findings to understand customer and market opportunities for businesses
- Develop pricing strategies for products or services marketed to the target customers
- Analytical skills: Sports marketers must be able to analyze industry trends to determine the most promising strategies for their organization.
- Communication skills: Sports marketers must be able to communicate effectively with a broad-based team made up of other managers or staff members during the advertising, promotions, and marketing process. They must also be able to communicate persuasively with the public.
- Creativity: Sports marketers must be able to generate new and imaginative ideas.
- Decision Making skills: Sports marketers often must choose between competing advertising and marketing strategies put forward by staff.
- Interpersonal skills: Sports marketers must deal with a range of people in different roles, both inside and outside the organization.
- Organizational skills: Sports marketers must manage their time and budget efficiently while directing and motivating staff members.
The average pay for all marketing, advertising and promotions managers, including sports marketers, in the United States ranges from $77,680 to more than $208,000 as of May 2021.
The specific pay depends on factors such as level of experience, education and training, geographic location, and specific industry.
Overall employment of all marketing, advertising and promotions managers, including sports marketers, is projected to grow 10 percent from 2020 to 2030, about as fast as the average for all occupations.
Sports marketing campaigns are expected to continue to be essential as sports related organizations seek to maintain and expand their market share. Sports marketers will be needed to plan, direct, and coordinate advertising and promotional campaigns.
A bachelor’s degree is required for most sports marketing positions. Some employers prefer a bachelor’s degree in advertising or journalism.
A relevant course of study might include classes in marketing, consumer behavior, market research, sales, communication methods and technology, visual arts, art history, and photography. Completing an internship while in school can be useful.