Sports Marketer

Sports Marketer
Career Clusters: Marketing, Hospitality & Tourism

What you need to know


Sports marketers plan programs to generate interest in sports teams, leagues, athletes and events.

What does a sports marketer do?

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

Watch this video to learn about what our role models in sports marketing do in their careers:

What skills are needed?
  • 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.

Watch this video to learn more from our role models in sports marketing:

What is the pay?

The average pay for all marketing, advertising and promotions managers, including sports marketers, in the United States was $131,870 in May 2023 according to the U.S. Bureau of Labor Statistics.

A sports marketer’s pay depends on factors such as level of experience, education and training, geographic location, and specific industry.

What is the career outlook?

About 34,000 new job openings for all advertising, promotions and marketing managers are projected each year, on average, over the next 10 years in the United States

Overall employment of all marketing managers is projected to grow 6 percent from 2022 to 2032 according to the U.S. Bureau of Labor Statistics. This is faster than the average growth rate 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.

What education is required to become a sports marketer?

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.

Discover some of the courses you will take pursuing a degree in Marketing or Journalism.

Watch this video to learn more from our role models in sports marketing: