There are billions of sports fans globally. The 2022 FIFA World Cup in Qatar reached an estimated 3.572 billion viewers. Analysis by the World Health Organisation estimates that roughly 70% of adults engage in some form of physical activity. It's talked about all the time; across mainstream media, online, in the office, in the pub.
But what about working in it?
The dream job, surely? If I love sport, why wouldn't I want to work in it? That may or may not be the case, but the next big question is, how do I get into it?
The sports industry now contributes approximately 1-5% to the Gross Domestic Product of various countries. Even if it's not direct employment in sports organisations, there are a multitude of opportunities in related sectors and industries. Two Circles, the global sports marketing and data consultancy, predict the global sports industry will be worth $260bn by 2033.
It's an industry that has the glamour to attract people to want to work in it. It's not all talking about the weekend's game or travelling the world to F1 races. It's a hard slog, and like all jobs, there are elements that are, politely, less enjoyable.
But you've made the decision you want to work in the sports industry. Whether you've just graduated, been working for a few years in a different industry or been at the top of the game elsewhere and want to move across to sport, what is the path to entry, and how can you set yourself up for success in breaking in?
Understanding the Sports Industry Landscape
The sports industry, with its vast scale and scope, allows for a multitude of opportunities across a diverse array of fields. Management, marketing, data & analytics, communications, the list is ever growing with new tech coming into the sector all the time. With the significant economic impact that comes with the global sports market, from sporting goods to professional teams and leagues, the hundreds of billions of dollars in annual revenue it generates (Plunkett Research) highlights the plethora of opportunities it presents.
Working in the sports industry also offers a great sense personal satisfaction. The dynamic nature of sports and its passionate fan base creates a unique working environment that is both challenging and rewarding. For many, the chance to contribute to the success of beloved teams or to support the development of athletes is deeply fulfilling. However, what it is not is an environment where you sit and talk sport all day. It's long hours. It's anti-social at times. It's always on. It's not a 9-5 job, because you are working in an environment that so many people love. And it's vastly varied – from donning a hi-vis vest on the side of a road for an endurance race to sitting in the stands at a Premier League Club. You need to be clear on where you want to work and why.
Moreover, the industry's focus on performance, innovation, and brand management provides professionals with opportunities to hone a diverse set of skills, from strategic planning to digital marketing, enhancing their career trajectory and professional versatility.
The sports industry's growth not only underscores its economic significance but also highlights the diverse career opportunities it presents. It's focus on performance, innovation, and brand management provides those working in it with opportunities to develop a diverse set of skills, from strategic planning to digital marketing, enhancing your career trajectory and professional versatility.
The Importance of Breaking Into the Sports Industry
The continual growth of the sprots industry will translate into a myriad of job opportunities, and as the industry expands, so does its capacity to support a wide range of professional roles.
There are multiple entry points into the industry. There are now degrees in sports management, marketing, and related fields that can equip individuals with the theoretical knowledge and understanding necessary to make a start in the industry. However, beyond formal education, the development of skills that can also be honed outside of the sports industry such as effective communication, data analytics, partnerships, relationship management, leadership, digital literacy and so on is imperative. The continual learning and development of these skills is critical in a rapidly evolving sector, and equally uncertain economic climate. New digital platforms, AI Tech and continual changes and challenges in the media sector play a pivotal role in the challenge of engaging audiences and driving fan engagement.
Gaining practical experience through internships, volunteer work, and part-time positions can be a useful starting point to understand what area you might want to focus on in your sports industry journey. A study by Rani (2016) underscores the importance of such experiences, highlighting how internships and practical engagement offer invaluable insights into the industry's workings, facilitate networking, and significantly enhance employment prospects. However, this isn't always practical or affordable. But there are ways and means of gaining insight into the industry through networking, research and simply reaching out to people to understand what their roles look like. This gives a great opportunity to hear the positives, and the negatives, of working in particular roles.
Networking and mentorship can be crucial components in getting a start in the sports industry. The value of a strong professional network cannot be overstated, offering insights, opportunities, and support that are critical for getting ahead and finding opportunities. Mentorship plays a vital role in professional development, offering guidance, advice, and access to a wider network of industry professionals. Research underscores the importance of these relationships, with studies indicating that professionals in sports who engage in networking and seek mentorship opportunities tend to achieve greater career progress and satisfaction. It's not rocket science, and there are great resources available, including with one of our partners, Network My Club, that help develop the skill of networking. Don't be afraid to reach out for mentorship. If you have clear understanding about what you want and what you need from a mentor, reach out and ask. You'll be surprised at how open the best people are.
Strategies for Success
Breaking into any new industry can be daunting. The sports industry has traditionally been more about who you know than what you know. However this is changing as more and more organisations seek diversity in their employees, and look for new ways of thinking from other industries.
So what can you do to give you the best shot at being successful in getting your first role in the industry? Education, skill development, and practical experience (where possible) all help, but what else? We've put together a few pointers that will help:
Education and Continuous Learning: If you're at the very beginning of your journey, pursuing relevant degrees in sports management, marketing, or a related field is great place to start. Apprenticeships are also becoming more prevalent in the industry. If you're further down the track, looking at education can be helpful but be clever about it. Online courses, workshops, and certifications can be free and very useful to upskill. Platforms like Coursera and edX offer specialized courses that cover emerging trends and technologies, ensuring you can be up to date in what's happening, and add value to the sports industry.
Skill Development: The demand for data analytics and digital marketing skills underscores the ongoing transformation within the sports industry. If you have expertise in data analysis from another industry, or are interested in developing one, it can help organisations offer invaluable insights into elements from player performance to fan engagement. Marketing skills are crucial for promoting teams, athletes, and events, and experience from elsewhere can be incredibly valuable in helping an organisation stand out from the crowd. Practical skills can be honed through things such as online tutorials and real-world projects.
Networking: Building a professional network is crucial. Attending sports industry conferences and events and participating in online communities can open doors to valuable connections and mentorship opportunities. These platforms offer the chance to meet industry leaders and peers who can provide guidance and job leads. And they don't have to cost the earth – a lot of conferences offer heavily discounted (and sometimes free) places to those starting out, and there are a lot of free resources and events – for example the SportsPundit events that are happening in multiple locations.
Specialising: Finding your niche, such as esports or sports technology, can differentiate you from another candidate in a competitive job market. What can you take from your current / previous roles that can add value to an organisation in a completely new way? Specialisation can allow for a deeper understanding of specific segments of the industry, making your skill set more attractive to potential employers.
Value Transfer: This is fundamental when moving into sport from another sector. Leveraging skills from previous industries provides unique value to the sports sector, and you as a candidate need to understand what, where and how your skills add value, and how that differentiates you from others. For example, a background in technology could innovate the way teams analyse performance data, while experience in entertainment marketing might offer fresh perspectives on fan engagement strategies.
Understanding Employer Needs: A profound understanding of what employers are looking for, as emphasised by Emery, Crabtree, & Kerr (2012), is crucial. Aligning your skills and experiences with the needs of the organisation you're applying for, both from a specific role but also wider organisational perspective, can make you stand out. Demonstrating how your background brings new ideas and insights to the table is a compelling way to attract potential employers.
Signing up to sports media and recruitment agencies: Finally, there are some fantastic resources that provide invaluable knowledge about what's happening within the sports industry, and interviews with senior leaders to understand what's really going on. For example:
SportsPundit Unofficial Partner AYNE Talent Talks
Getting yourself known in the sports recruitment world will help. One of our core values at Peak 72 is bringing the best people into the industry, regardless of experience. By signing up with us we will discover your goals and objectives and how they align with potential opportunities.
Conclusion
The purpose of this blog was to get across the importance of understanding the sports industry landscape, the value of education and continuous learning, and the undeniable power of networking and mentorship. But it was also to be a more practical guide, with strategies for gaining experience, the significance of specialising to stand out, and the art of transferring skills from other industries to add unique value in sports.
Persistence and adaptability are ultimately the key themes in navigating the competitive yet rewarding path into the sports industry. Embracing change and being willing to adapt your approach based on the evolving needs of the industry and its employers is important, as is the realisation that it might not happen overnight, but with perseverance and the right strategies you will get into the industry you want to work in.
For those of you who want to be, or are already on, the journey to finding a role in the sports industry, the path is clear: arm yourself with knowledge, be proactive in developing and showcasing your skills, and never underestimate the power of a well-cultivated network. Whether you're just starting out or looking to transition from another industry, your unique contributions can drive the sports industry forward. Have confidence in yourself and the value you can add.
We at Peak 72 understand the challenges and opportunities within the sports industry intimately. Our mission is to connect talented individuals with their dream roles in sports, and we're here to guide you every step of the way. Get in touch with us to discuss your career aspirations and let us help you turn your passion for sports into a rewarding professional journey. Together, we can navigate the complexities of the industry and achieve success.