Sports Careers: Marketing Managers

What They Do

Marketing managers in the sports industry are responsible for the design and implementation of campaigns that generate interest in teams, organizations, schools, leagues and conferences. They work with other marketing professionals, as well as administrators and executives, in order to decide on marketing messaging. They may also share some of the general manager’s responsibilities.

Sports marketing hinges on the idea of sponsorship and collaboration between a team, league or organization and a corporation. A sports marketing manager is responsible for everything from TV advertisements to stadium billboards.

Because the world of sports and media is always growing and diversifying, sports marketing managers must keep updated and find the best ways to engage fans and potential sponsors.

Career Growth

Marketing managers work closely with top executives in an organization. Marketing affects revenue, an organization’s identity and, potentially, the success of the organization. Because of this, marketing managers may elect to advance their careers into administrative or executive positions as they gain experience.

Employment of marketing managers is expected to rise 13 percent by 2022, according to the Bureau of Labor Statistics (BLS). This is about as fast as the average for all occupations in the United States.

Marketing managers are in demand because of the wide expanse of the marketing world, from print publishing to social media. Because of this, strong competition is expected for these kinds of jobs. An educational and professional background that includes online marketing experience, communications and sports-related knowledge is essential to stay competitive.

Salary Potential

A sports marketing manager’s salary depends on the kind of team or organization for which they work. Those who work for professional teams may make considerably more than their developmental or amateur league counterparts. Marketing managers who work for the athletic departments of colleges or universities in major conferences may also earn a higher salary.

The average salary of marketing managers in all industries is $119,480, according to the BLS. The bottom 10 percent make around $62,650 — a salary that is almost twice as much as the average salary in the United States.

Education Required

A bachelor’s degree is required for entry-level employment as a sports marketing manager. An undergraduate degree in advertising, public relations, business, marketing or communications are all common.

For those who want to go into sports marketing specifically, a master’s degree in sport management may be beneficial. Many people pursuing this career path also work as an intern for a team or sports organization so that they can gain hands-on and professional experience while they are in school.