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Sport Management Career Pathing
There is no one definitive path to working in the sport industry. Sport business professionals represent a diverse array of backgrounds and academic training that include sales, event planning, analytics, and more. Included below are important tools, resources, training, and preparation needed for someone to successfully launch and sustain a career in sport management.
Industry Areas, Concentrations, and Salaries
Community Relations
Focuses on building and maintaining positive relationships between sports organizations, athletes, and the communities they serve. This industry area recognizes the significant role that sports play in fostering community engagement, social responsibility, and positive social impact. Sport community relations professionals work to create and implement initiatives that promote inclusivity, diversity, youth development, and community well-being through sports. They collaborate with community organizations, schools, local government, and non-profit entities to design and execute programs that address community needs, promote active lifestyles, and leverage the power of sports to drive positive change.
Academic Areas of Focus:
- Diversity & Inclusion in Sport
- Leadership in Sport & Popular Culture
Salary: Entry-Level: $38,000 – $55,000
Data Analytics
Business analysis involves identifying, analyzing, and evaluating business needs and problems to develop practical solutions and improve organizational processes. Whether working internally as an analyst for an organization or optimizing a team with player analytics, companies place a premium on utilizing staff to interpret data and guide business and operation decisions.
Academic Areas of Focus:
- Sport Analytics
- Advanced Sport Analytics
Salary: Entry-Level: $40,000 – $70,000
Facilities and Operations
Focus on the management, planning, and execution of activities related to sports venues and their operations. This area encompasses a wide range of responsibilities, including facility management, event planning, logistics, and operational efficiency. Professionals in sports facilities and operations ensure that sports venues are properly maintained, safe, and optimized for hosting various sporting events, from small-scale competitions to large-scale tournaments. They handle tasks such as scheduling, staffing, security, ticketing, crowd management, and facility maintenance to ensure smooth operations and an enjoyable experience for athletes, spectators, and other stakeholders.
Academic Areas of Focus:
- Public Assembly & Facility Management
Salary: Entry-Level: $45,000 – $55,000
Marketing
Marketing focuses on promoting and creating awareness of sports events, teams, athletes, and brands within the sports industry. It involves strategic planning, market research, and the implementation of marketing campaigns to engage fans, increase attendance, and generate revenue. Sport marketers collaborate with teams, leagues, sponsors, and media outlets to develop effective marketing strategies that encompass various channels, including digital marketing, social media, advertising, sponsorship activations, and fan engagement initiatives. The goal of sport marketing is to build strong connections between sports entities and their target audience, driving fan loyalty, enhancing brand recognition, and maximizing commercial opportunities within the dynamic sports industry.
Academic Areas of Focus:
- Sport Sales and Promotion
- Sport Marketing Research
Salary: Entry-Level: $35,000 – $50,000
Media
Media encompasses the production, distribution, and consumption of media content related to sports. This industry area covers a wide range of media platforms, including television, radio, print, digital, and social media. Sport media professionals play a vital role in delivering sports news, analysis, commentary, and entertainment to sports enthusiasts and audiences worldwide. They work in various roles such as journalists, broadcasters, producers, editors, and content creators to capture and share the excitement, stories, and highlights of sporting events, athletes, and teams. Sport media is driven by the need to engage and entertain fans, providing them with up-to-date information, captivating storytelling, and immersive experiences surrounding their favorite sports.
Academic Areas of Focus:
- Sport & New Media
Salary: Entry-Level: $45,000 – $60,000
Merchandising
Focuses on the production, distribution, and sale of sports-related merchandise, including apparel, accessories, collectibles, and licensed products. This industry area revolves around leveraging the passion and loyalty of sports fans to create and market merchandise that reflects their favorite teams, athletes, and sporting events. Sport merchandising professionals work closely with manufacturers, retailers, and licensing agencies to develop and promote a wide range of products that cater to the preferences and demands of sports enthusiasts. develop and implement strategies to protect and promote the brand image of sports entities through licensing partnerships and collaborations. Licensing and brand managers work closely with brand partners, retailers, and legal teams to enforce brand guidelines, monitor quality control, and maximize revenue potential through the successful merchandising of licensed products.
Academic Areas of Focus:
- Sales and Retail
Salary: Entry-Level: $45,000 – $60,000
Sales
Sales seeks to close deals, meet sales targets, and generate revenue by converting leads into purchases through direct interaction with customers. Salespeople or business development associates facilitate the purchase process by engaging with prospective customers, qualifying leads, presenting solutions, negotiating terms, and resolving objections. Through the sales process, salespeople build relationships, address customer needs, provide product information, and guide customers through the buying process. Sport sales includes but is not limited to ticket sales, premium ticketing packages, sponsorship sales, suite sales, and more.
Academic Areas of Focus:
- Selling in the Sport Industry
- Sport Sales and Promotion
Salary: Entry-Level: $25,000 -$35,000* (*commission possible)
Sponsorship Activation
The strategic implementation and execution of marketing initiatives and promotional activities associated with sports sponsorships. This industry area focuses on maximizing the value and impact of sponsorships by effectively activating and leveraging the partnership between sports entities and their corporate sponsors. Sport sponsorship activation professionals work to create engaging and memorable experiences that connect the sponsor’s brand with the passion and loyalty of sports fans. Through various marketing channels and activation tactics, they aim to enhance brand visibility, drive consumer engagement, and achieve marketing objectives while aligning with the values and identity of the sports property.
Academic Areas of Focus:
- Revenue Generation
- Sport Sponsorship Strategy
Salary: Entry-Level: $30,000 – $50,000
Top Employers & Job Titles
| Industry Area | Employers | Job Titles |
|---|---|---|
| Community Relations | • Professional Sport Teams and Leagues • Special Olympics • Team IMPACT • Individual Player Non-Profits (i.e. Lebron James Family Foundation, Athlete Ally) | • Community Relations Coordinator • Community Outreach Specialist • Youth Development Coordinator • Social Responsibility Associate • Foundation Programs Coordinator |
| Data Analytics | • Sports Teams and Leagues (i.e. NBA, Boston Red Sox) • DraftKings • STATS • Catapult Sports • Second Spectrum • FanDuel | • Strategic Analyst • Business Analyst • Data Analyst • Trading Analyst • Analytics Assistant • Analytics Associate |
| Facilities and Operations | • ASM Global • Contemporary Services Corporation • United States Olympic Training Centers • Legends • Professional Sport Teams (i.e. LA Galaxy) • Sport Stadiums and Arenas (i.e. Madison Square Garden) • Collegiate Athletics Departments (i.e. University of Texas Athletics) | • Facility Operations Coordinator • Operations Assistant • Venue Operations Coordinator • Event Operations Associate |
| Marketing | • Professional Sport Teams and Leagues • Wasserman • CSM Sport & Entertainment • MKTG • GMR • Merchandisers • Legends • Collegiate Athletic Departments | • Marketing Coordinator • Social Media Coordinator • Marketing Associate • Fan Engagement Coordinator • Event Marketing Assistant • Promotions Coordinator |
| Media | • ESPN • Fox Sports • Bleacher Report • The Athletic • Sports Illustrated • CBS Sports • NBC Sports • Professional Teams and Leagues | • Digital Content Coordinator • Social Media Coordinator • Content Producer • Communications Coordinator • Multi-Media Coordinator • Digital Media Coordinator |
| Merchandising | • Nike • adidas • Dick’s Sporting Goods • Fanatics • Professional Sport Teams and Leagues | • Digital Merchandising Coordinator • Licensing Coordinator • Product Coordinator |
| Sales | • Professional Sport Teams and Leagues • Individual Venues (i.e. Mercedes-Benz Stadium) | • Account Executive • Ticket Sales Coordinator • Ticket Sales Representative • Sales Consultant • Business Development Specialist |
| Sponsorship Activation | • Octagon • IMG • Wasserman • MKTG • Sport Teams and Leagues • Corporate Brands (Coca-Cola, Gatorade) | • Coordinator of Corporate Partner Activations • Account Executive • Account Manager of Partnership Activation • Sponsorship Coordinator • Sponsorship Activation Specialist |
Clubs/Organizations & Professional Organizations
Community Relations
- Association of Diversity in Sport
- Advancement of Diversity in Business
- Isenberg Women in Business
- Women in Sport Management
- McCormack Student Leaders Club
Data Analytics
- McCormack Strategy and Analytics Club
- Business Analytics Club
Facilities and Operations
- UMass Athletics Gameday Operations
- McCormack Student Leaders Club
Marketing
- American Marketing Association
- Isenberg Marketing Club
- Umass AdLab
- Market Research Association
Merchandising
- McCormack Student Leaders Club
- Women in Sport Management
Media
- Isenberg Sales Club
- UMass AdLab
Sales
- Isenberg Sales Club
- McCormack Student Leaders Club
Sponsorship Activation
- Sport Marketing Association Case Study Cup
- McCormack Student Leaders Club
Skills & Certifications
| Industry Area | Skills | Software & Tools |
|---|---|---|
| Community Relations | • Cultural Competence • Event Planning and Execution • Project Management | • Salesforce • Microsoft Suite • Relationship Building • Leadership |
| Data Analytics | • Problem Solving • Data Interpretation and Visualization • Collaboration • Research • Presentation | • Tableau • R • Python • SQL • Google Analytics • CRM Platforms (Hubspot, Salesforce) • Excel |
| Facilities and Operations | • Teamwork • Problem Solving • Financial Management • Adaptability • Time Management • Event Planning and Execution | • Venuetize • VenueOps |
| Marketing | • Analytical • Communication • Project Management • Teamwork • Presentation | • MailChimp • HootSuite Salesforce Adobe Creative Suite Google Analytics Microsoft Suite |
| Media | • Communication • Storytelling • Social Media • Adaptability • Relationship Building | • G2 • HootSuite • Sprout |
| Merchandising | • Creativity • Communication • Detail-Orientated • Analytics • Product Knowledge | • Salesforce • Google Analytics • Brand Management • Adobe Creative Suite • Microsoft Suite |
| Sales | • Communication • Resilience • Relationship Building • Customer Service • Analytics | • Salesforce • Microsoft Suite • HubSpot |
| Sponsorship Activation | • Creativity • Analytics • Event Planning and Execution • Strategic Thinking • Relationship Building • Project Management | • SponsorUnited • DigiDeck • Google Analytics |
Four-Year Success Habits for Isenberg Students
Year 1
Explore Vault Guides and Lightcast on the IConnect Sport Management Major page for an overview of jobs and careers by industry related to your academic major.
Begin downloading the weekly Sport Management Newsletter via IConnect.
Discover the UMass Business Collection Market & Industry Resources Lib Guide.
Read sports industry publications such as Sport Business Journal, Forbes SportsMoney, Front Office Sports, and Hashtag Sports.
Follow organizations of interest on LinkedIn and other social media platforms.
Research the 3 tracks for your sport management curriculum: Sport Marketing, Sport Leadership, and Sport Analytics.
Investigate additonal majors and +1 programs to enhance your degree based on areas of interest.
Discover and get involved in Isenberg and UMass clubs and organizations including Women in Sport Management, McCormack Student Leaders Club, McCormack Strategy and Analytics Club, and Association of Diversity in Sport, and other business clubs that offer a variety of experiences (this includes most or all other Isenberg clubs.) There are ample opportunities for involvement related to career interests as well as affinity groups. You can also join student government, residential life, or volunteer for community service opportunities to gain transferable skills.
Set your preferences in IConnect to receive tailored and relevant information including jobs, blogs, resources, emails, and event blasts based on your sport management major, affinity group, and more!
Volunteer with UMass athletics to learn more about your interests within the sport industry.
Get to know the Business Librarian, Allison Messier in 1:1 appointments at Isenberg or via online chats. Learn how these can support your future internship and job search activities.
Get started on writing your Isenberg Resume, developing a LinkedIn and Teamwork Online Profile, and building your Competency Inventory.
Get started on writing your Isenberg Resume, developing a LinkedIn Profile and building your Competency Inventory.
Familiarize yourself with relevant software tools and technologies used in OIM, such as spreadsheet analysis, database management, data visualization, project management, and process modeling. Take advantage of online tutorials, workshops, or certifications to build proficiency in these tools.
Get to know your Transitions peers and TAs.
Learn from others. Ask an upper classman to have coffee with you, or maybe a friend of your Freshman Transitions TA or even a Career Peer! Practice networking in a casual and relaxed atmosphere. This success habit continues as you move through your professional development process!
Follow “Umass Amherst Sport Management,” “Isenberg School of Management, UMass Amherst,” “Isenberg School of Management, UMASS Amherst, Official Alumni Group,” “McCormack Sport Leaders Forum,” “McCormack Student Leaders,” and other management-affiliated professional organizations.
Meet with a sport-focused Career Peer to assist you with all your professional materials including your TeamWork Online Profile!
Search postings on job boards (Handshake, LinkedIn, Indeed) to familiarize yourself with the keywords and desired skills and experiences sought after in management roles and in the specific industry or area in which you hold an interest.
Leverage the search terms “freshman” and “rising sophomore” on job boards (UMass Handshake, LinkedIn, Indeed.com) if seeking summer internships.
Learn how your town’s Chamber of Commerce = Internships (Career Coaches can show you how!)
Check out in-person and virtual career events such as employer series, meet and greet opportunities, information sessions, and career fairs posted on the calendar through IConnect and in Handshake.
Talk with employers tabling in the Learning Commons (in the Hub), and attend other career events to practice your professional communication and networking skills!
Year 2
Check out how credits work for internships at Isenberg.
Learn the difference between an externship, internship, and co-op. Discover how a Co-op = Resume Booster! (Ask a Career Peer or Career Coach!)
Thinking of Going Abroad? PLAN NOW and meet with a Career Coach to understand how being abroad may impact internship recruiting timelines.
Continue exploring the different sport curriculm tracks, electives, and additional majors!
Pay attention to IConnect email blasts in your UMass email inbox to stay on top of sport career-related activities and job postings.
Seek and step into committees and/or leadership positions in your Isenberg and UMass clubs and organizations to allow you to gain skills in project/event/team management. Look out for opportunities to volunteer with Umass Athletics.
Apply for opportunities as a Career Peer in the Office of Career Success!
Apply for opportunities to TA for various sport management courses!
Develop career readiness with the SCH-MGMT 200: Career and Professional Development course. Build your confidence in your resume, cover letter, LinkedIn profile, interviewing skills, and ability to use numerous career-focused resources.
Update your Competency Inventory with new skills and accomplishments. Bring to Career Coach appointments to help further progress!
Investigate Early Talent and Diversity and Inclusion programs offered by employers and other organizations
Begin to “professionalize” your sport management experience profile! Gain skills and work experience through a micro-internship/externship (i.e. Paragon One or Parker Dewey), or simulated work experience (i.e. Forage or Bright Networks). Some specific sport management-related Forage experiences include “Merchandising” by lululemon. Engage with experimental learning opportunities posted in the weekly Sport Management Newsletter.
Befriend and master the Networking/Job Search Excel Template on IConnect and make it yours! This organization tool will be your BEST resource for gathering information about companies, professional contacts, industry keywords, and MUCH MORE.
Sharpen focus on interests through attending industry focused sessions, speaker series via clubs and conference events at Isenberg and on-campus
Build relationships with advisors, faculty, and staff. They can provide you with insights and understanding that could influence your choice of a major or pursuit of a career. They may also become a key part of your professional network.
Look for on-campus internships or jobs on the Student Job Board and UMass Handshake. Look for sport-specific opportunities utilizing these Popular Sport Job Boards. Connect with students and employers on Handshake to find out more about specific opportunities. Continue to source opportunities from the weekly Sport Management Newsletter.
Realize the efficiency of using Handshake filters! You can refine your job/internship search and find opportunities that align with your marketing preferences and qualifications. Remember to adjust the filters to tailor your search to your specific sport management career goals.
Use “Sophomore” as keyword in job board searches (Handshake, LinkedIn, Indeed).
Use IConnect, UMass Handshake, and your club networks to find out about key employer or industry events at Isenberg and across campus. Hone in on your career interests by attending events and asking thoughtful questions during Q&A or Meet & Greet times.
Familarize yourself with the different hiring timelines of leagues, agencies, and teams by using this guide!
Year 3
Explore internships and co-op options early to prepare for early fall deadlines. Find postings on Handshake, LinkedIn, Teamwork Online & Media Bistro and other industry specific job boards, as well as direct company sites.
Make time in your weekly schedule for Career and Professional Development Activity! Another success habit to grow!
Stay Informed about the latest trends, innovations and technologies shaping industry. Subscribe to industry newsletters and publications; follow relevant blogs, company profiles and social media accounts; engage in discussions with peers and faculty members!
Study Abroad or Experience a Domestic Exchange. Remember, you can still meet with a Career Coach virtually for any career questions and concerns!
Apply for opportunities as a Career Peer in the Office of Career Success!
Engage with experimental and volunteering opportunities to build experience and interests.
Begin taking electives in your chosen sport track (Sport Marketing, Sport Leadership, or Sport Analytics).
Identify and participate in Case and Pitch Competitions (Sport Marketing Association Case Study Cup), and on campus conference events to expand your resume and skills!
Develop your professionalism – enhance communication and time management skills, practice business etiquette, seek mentorship, join a professional organization, maintain a professional online presence, and more!
Utilize your Competency Inventory and experiences to draft “STAR” examples for interview questions. Practice interviewing on Big Interview and make time to mock interview with Chase Career Coaches.
Update and refine resume and LinkedIn to amp up keywords with specific coursework and projects.
Develop your professionalism: Enhance communication and time management skills, practice business etiquette, seek mentorship, maintain a professional online presence, and more!
Become a student member of a professional organization that aligns with your field/industry of interest. These organizations offer discounted or free membership rates for students.
Attend Isenberg Career Day (September), McCormack Sport Management Career Fair, HTM Career Fair and Career Blast (February) in addition to other events in your specific area of interest.
Identify and request information from alumni in target industries/companies on LinkedIn and Connect UMass. Prioritize time for building connections, networking, and maintaining relationships. Continue to collect all information in your Networking/Job Search tracking document.
Expand your network with Isenberg seniors and recent graduates to learn about possible internships/co-ops and contacts.
Pay attention to IConnect blasts in your Isenberg email to stay on top of career-related activities, events, and job postings.
Expecting an internship or early full-time offer? Learn how to manage multiple offers and offer response deadlines. A Career Coach can show you ways to manage these situations.
Year 4
Don’t panic if you’re still not sure what you want to do! Meet with a Career Coach for guidance!
Stay open for new possible career or employer options, continue to learn about sport management career paths.
Research starting salaries in positions and industry roles of interest through payscale.com, salary.com, and Isenberg Senior Survey results on IConnect.
Considering an advanced degree after graduation? Meet with a Career Coach to discuss how this fits into your future career goals!
Seek out a research project with sport management professors or apply to become a sport managment course teaching assistant to add interesting content to resume.
Celebrate and highlight leadership accomplishments in interviews and while networking. This includes club/organizational leadership, internship experiences, virtual learning another other experiential learning, significant projects, and more!
Tailor resume with specific keywords and content; add specific sport management and other business a coursework and projects.
Highlight Commonwealth College Thesis or other research projects on resume where relevant to your sport management career goals.
Practice answering interview questions! A career coach can be an invaluable asset in this activity!
Practice problem-solving by tackling complex real-world issues and finding effective solutions.
Engage with corporate representatives tabling at Business Innovation Hub events.
Expand network in specific sport management areas of interest. Update Networking and Job Search Tracking Sheet.
Complete the Isenberg Senior Survey in the Spring semester and contribute your placement information to Isenberg’s data!
Update LinkedIn profile with accomplishments and employment news. Commit to maintaining an updated profile beyond graduation.
Regularly review your IConnect Sunday emails and weekly Sport Business Newsletter which are full of opportunities from the Office of Career Success!
Gain insight into job offer evaluation and the protocol around accepting and declining opportunities.
Add new employers to your Networking and Job Search Tracking document. Leverage your research to find the best opportunity!
Go beyond on campus postings and employers to discover additional opportunities.
