What Is Sports Management?

Sports involve more than just the athletes; every team relies on a group of behind-the-scenes roles that are crucial to success.

Sports management is a vital part of this, combining business, marketing, and operations skills to support the team, its members, and athletic organizations as a whole.

Learn more about what sports management is, as well as its career options, educational requirements, and salary outlook.

Sports management involves overseeing the business and operational aspects of sports organizations or athletes, including their marketing, finances, and event coordination. Some of the careers within this field include sports manager, athletic director, event coordinator, and marketing manager.

Each of these roles has a different set of responsibilities to contribute to the team and organization’s success. However, common responsibilities may include:

The sports management field features a variety of roles with different skills and backgrounds. Below is a list of the most popular ones, with education requirements and salary data from PayScale and the Bureau of Labor Statistics (BLS):

Athletic directors oversee athletic programs at academic institutions, such as high schools and colleges. They manage an entire athletic program, from organizing the budget to hiring staff and managing the team’s facilities.

Sports event coordinators oversee the planning and organization of sports events. They work with vendor, security, sales, travel, and marketing teams to ensure game days run safely and smoothly.

Sports managers oversee nearly every aspect of an athletic organization or an athlete’s career. This can include managing finances and public relations or planning travel logistics.

Sports agents represent athletes in business matters such as contract negotiations. They may also aid in marketing players for endorsement or sponsorship deals.

Sports facilities managers oversee the operations of stadiums, gyms, arenas, and other sports facilities. Their responsibilities can include supervising the facility’s budget, staff, security, and maintenance.

Most sports management careers require a bachelor’s degree in sports management or a related field. However, some senior roles may require a more advanced degree, such as a master’s in sports management or an MBA.

A bachelor’s degree in sports management offers students foundational knowledge in topics such as public relations law, entrepreneurship, media, and analytics to support an athletic organization successfully. This degree helps prepare students for entry-level roles in the industry, including marketing positions, event coordinators, and facility managers.

Several licenses and certifications in sports management are available to enhance career opportunities and demonstrate expertise in specialized areas.

Some careers, such as sports agents, require individuals to be certified by the player’s association of the sport they want to represent. For example, to become a certified NBA agent, one must pass a written exam and meet the criteria set by the NBA Players Association. Certification requirements may include virtual seminars and background checks.

Other roles, such as athletic director, do not require licensing. However, certification may improve your career prospects and help set you apart from others in the field. The most recognized certifications for athletic directors and administrators are offered through the National Interscholastic Athletic Administrators Association.

A master’s in sports management program provides leadership training, including skills in financial management and strategic planning. This can enhance your career prospects and open doors to specialized roles, such as athletic director.

You can also consider pursuing an MBA, which offers broad business expertise that can be useful in senior management positions in sports organizations.