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Sports Marketing Manager

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Primary Secondary Post-16

A Sports Marketing Manager is responsible for promoting sports teams, events, or brands to increase engagement and revenue. This role involves developing marketing strategies, managing campaigns, and working closely with sponsors and partners. You might organise promotional events, oversee social media content, and analyse the success of marketing activities. Sports Marketing Managers often work for professional sports clubs, marketing agencies, or companies that sponsor sports events. The job can be fast-paced and may require working during evenings or weekends, especially around major sporting events.

Sports Marketing Manager

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📊 Statistics

Average Salary

A Sports Marketing Manager in the UK typically earns between £30,000 and £60,000 per year, with senior roles in large organisations offering salaries upwards of £75,000.

Job Availability

There are approximately 2,000 to 2,500 marketing manager roles in the sports sector across the UK, with opportunities in sports clubs, agencies, and brands.

Growth Outlook

The sports marketing sector is expected to grow by 8 percent over the next five years, driven by increased investment in sports events and digital media.

🚀 Careers in this path

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Football Club Marketing Executive

Focuses on developing and implementing marketing strategies specifically for football clubs, including fan engagement and promotional campaigns.

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Sponsorship Coordinator

Works to secure and manage sponsorship deals for sports teams or events, ensuring both the sponsor and the sports organisation benefit.

Sports Social Media Manager

Manages the online presence of sports teams or athletes, creating content and engaging with fans across social media platforms.

Gain Relevant Education

Achieve GCSEs and A Levels

Aim for strong GCSEs, particularly in English and Business, and relevant A Levels such as Business Studies, Media Studies, or PE.

Entry to most university sports marketing or business courses requires five GCSEs at grades 9 to 4, including English and Maths. A Levels in Business Studies, Media Studies, or Physical Education can offer a strong foundation for this career. If A Levels are not an option, consider BTEC qualifications in Business or Sports Management.

Complete a Relevant Degree

Study for a degree in marketing, sports management, business, or a related subject at university.

Many Sports Marketing Managers hold a bachelor’s degree in Marketing, Sports Management, or Business. Some universities offer specialist courses combining sports and marketing. Consider taking part in sports societies and student marketing projects to build relevant experience. Work placement years or sandwich courses can provide valuable industry exposure.

Develop Practical Experience

Gain Work Experience

Volunteer or intern with sports teams, clubs, or marketing agencies to develop practical skills.

Look for internships, part-time jobs, or voluntary roles in sports marketing, events promotion, or social media management. Experience with a local sports club, charity events, or university athletics can help you understand the industry and make useful contacts. Many sports organisations and marketing agencies offer summer placements or work shadowing opportunities.

Build a Portfolio

Create a portfolio showcasing your marketing campaigns, event promotions, or social media projects.

A strong portfolio demonstrates your creativity and ability to deliver results. Include details about campaigns you have worked on, social media content you have created, and any measurable outcomes such as audience growth or engagement rates. Portfolios can be digital (websites, LinkedIn) or physical and should be updated regularly as you gain more experience.

Advance Your Career

Apply for Entry-Level Jobs

Look for roles such as Marketing Assistant, Social Media Coordinator, or Junior Account Executive in sports organisations or agencies.

Entry-level roles provide a stepping stone to more senior marketing positions. Focus on organisations with a strong sports focus, such as clubs, governing bodies, or sports marketing agencies. Tailor your CV and cover letter to highlight relevant experience, enthusiasm for sport, and marketing skills.

Gain Professional Qualifications and Network

Consider joining professional bodies such as the Chartered Institute of Marketing (CIM) and attend industry events to build your network.

Professional marketing qualifications can enhance your credibility and open up new opportunities for progression. Attend sports industry conferences, seminars, and networking events to connect with others in the field. As you gain experience, you can progress to roles like Sports Marketing Manager, Brand Manager, or Head of Marketing.

🎯 View Apprenticeships

Explore relevant apprenticeships that can help you kickstart your career in Sports Marketing Manager. Apprenticeships offer hands-on experience and training while earning a wage.

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Career Progressions

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Sample Qualifications

A Sports Marketing Manager shares similar qualifications with a Marketing manager, as both roles involve developing marketing strategies, managing campaigns, and leveraging branding within the sports industry. Both positions require strong communication skills and the ability to coordinate with various teams to promote sports-related products or events.

How to become

You could get into this job through:

  • a university course
  • an apprenticeship
  • working towards this role
  • applying directly

University

You can become a marketing manager as graduate of any subject. Some higher national diploma or degree subjects might be particularly relevant like:

  • marketing
  • business management
  • digital marketing
  • advertising
  • psychology

Some companies might offer graduate marketing management schemes.

You might be able to fast-track through professional marketing qualifications if your degree is accredited. 

You can find out more about the Chartered Institute of Marketing (CIM) accredited degree.

Entry requirements

You'll usually need:

  • 1 or 2 A levels, or equivalent, for a higher national diploma
  • 2 to 3 A levels, or equivalent, for a degree

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Apprenticeship

You could start by taking a Marketing Assistant or Marketing Executive Level 3 Advanced Apprenticeship.

If you already have some marketing experience, you might be able to do a Marketing Manager Level 6 Higher Apprenticeship.

Entry requirements

You'll usually need:

  • 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship
  • 4 or 5 GCSEs at grades 9 to 4 (A* to C) and A levels, or equivalent, for a higher or degree apprenticeship

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Work

You could start as a marketing executive and then take a qualification offered by a professional marketing body such as:

Direct Application

You might be able to apply directly for marketing manager jobs if you have experience in a related area like:

  • sales management
  • advertising
  • communications
  • public relations

More Information

Professional and industry bodies

You can join The Chartered Institute of Marketing for professional development and training opportunities.

Further information

Learn more about how to get into marketing from The Chartered Institute of Marketing.

You can also find out about marketing events and challenges by DMA Talent on the Institute of Data and Marketing.

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