Do you love sports? Are you interested in incorporating your love of sports into your career? Whether you’re the diehard baseball fan who knows the batting stats of every player on your favorite team or the recreational athlete who enjoys the camaraderie of being part of a team, there are a wide range of career options within the sports industry to explore. The sports industry extends well beyond the athletes and teams to include the stadiums and venues, sporting goods, broadcasting companies, federations and leagues. Within the industry there are professionals employed in areas including finance, event planning, communications, marketing, licensing, human resources, product development, merchandising, information technology, legal affairs and more. The information below highlights a few of the many types of opportunities within this diverse and exciting industry.
The field of sports media covers news and events surrounding the world of sports. This includes television shows and stations, radio shows and stations, print media and online news and commentary. Common career areas include sports writing and editing, broadcasting and media production, photography and web development. Opportunities within sports media also extend to departments including marketing, research and statistics, international business development, legal affairs and more.
Sports marketing professionals design and implement marketing campaigns for teams or athletes. A marketing firm’s responsibilities can be as broad as an image change for a professional sports team, or as narrow as conducting a promotional ticket giveaway for one event. Public relations is about developing effective relationships with fans, the media, and the general public, and maintaining a particular image. The reputation, profitability, and success of a product, organization, individual, and team can depend on public support of their goals, policies or actions. Duties may include writing press releases, producing publications, organizing press box activities, developing and maintaining the website content and social media presence, and compiling and updating statistics.
Sports management professionals, broadly speaking, deal with the business functions of the sports industry. They work for sports teams, colleges and universities with intercollegiate or intramural recreation programs, sports stadiums and venues, and sports marketing, management and communication firms. Responsibilities will vary but may the following: overseeing personnel decisions and supervising supporting staff, handling the financial aspect of an athletic organization, evaluating athletic programs and monitoring athlete eligibility, and negotiating contracts and other business deals involving athletes or athletic organizations. Sports agents are included under the sports management umbrella. Agents represent, manage and advise professional athletes and coaches. They negotiate playing and coaching contracts, oversee product endorsements and may provide personal, financial and legal advice to clients. Agents often work for full-service sports management firms.
Wondering where you fit? Start by evaluating your strengths, such as quantitative skills, relationship building ability, understanding of consumer behavior, writing skills, and schedule an appointment with a career adviser to brainstorm where those strengths can be applied within the sports industry.
Experience is highly valued in all areas of the sports industry and something you can gain on-campus and during your summers. Daily newspapers and local television stations, especially in the cities/regions that have professional or semi-professional sports teams are great avenues to build experience and help you break into more competitive companies. Many of the teams have marketing, operations, communications and multimedia internships that can help you develop your skills and build experience. And don’t forget about the Athletics department at Yale for opportunities during the year to get exposure to sports management, media and PR.
Persistence and determination, coupled with talent, are necessary to succeed in the highly competitive field of sports media. The ability to work under tight deadlines and the flexibility to adapt to last minute or unexpected changes are highly valued traits. Depending on your role, travel may be necessary to cover major events - such as the Olympics or World Cup – or out of town competitions. Also, hours may be long during peak seasons, such as holiday bowl games and playoffs, and for double headers. Get involved with on-campus or local publications to build experience in the functional areas, such as writing, layout, advertising, photography or editorial, that interest you. Keep copies of your work in a print and/or online portfolio to show prospective employers. For those interested in sports marketing, public relations or broadcasting, look into opportunities with the Athletics department, local semi-professional teams and with local TV or radio stations.
Marketing and public relations firms, as well as sports management firms, value initiative; if seeking a job or internship in either area, it is important to proactively seek out opportunities. Establish and maintain contacts at employers of interest through networking, informational interviewing, and interning. These contacts will help in building a solid foundation of skills and exposure, and will help when you begin looking for full-time opportunities.
As with other competitive industries, developing connections and mentoring relationships through networking is essential. Interning and conducting informational interviews are great ways to begin developing your connections. Flexibility is essential. Many sports media professionals began their careers working for minor league teams or local publications to build up experience before moving to a major market. Though covering the New York Yankees may be your dream job, you may need to start with the Staten Island Yankees.
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Short Term Opportunities
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Sports Media
Marketing and Public Relations Firms
Sports Management Firms
Event Management
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