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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, leagues, or products to increase attendance, viewership, sponsorship, and merchandise sales. This role involves planning and executing marketing campaigns, managing social media and digital content, organising promotional events, and building relationships with sponsors and media outlets. Sports Marketing Managers often work closely with athletes, coaches, and commercial partners to deliver engaging campaigns that connect fans with their favourite sports. To succeed in this career, strong communication, creativity, and organisational skills are essential, as well as a good understanding of the sports industry and current marketing trends.

Sports Marketing Manager

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📊 Statistics

Average Salary

Sports Marketing Managers in the UK typically earn between £30,000 and £60,000 per year, with senior roles in large organisations reaching upwards of £80,000.

Job Opportunities

There are approximately 3,000 to 4,000 professionals working in sports marketing roles across the UK, with steady growth as the sports industry expands.

Common Employers

Major employers include sports clubs, governing bodies, marketing agencies, and companies such as the Premier League, Umbro, Adidas, and local councils.

🚀 Careers in this path

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Digital Sports Marketing Specialist

Focuses on promoting sports teams, events or products through digital platforms, including social media campaigns, email marketing and online advertising.

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Sponsorship Coordinator

Works with brands and sports organisations to manage sponsorship deals, ensuring both parties get the most value from their partnerships.

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Event Marketing Executive

Plans and markets sporting events, working on everything from ticket sales and advertising to liaising with media and engaging with fans.

Gain Relevant Education

Complete Secondary Education

Achieve good GCSEs, especially in English, Business Studies, and PE.

Strong GCSEs will lay the foundation for future study. Particularly focus on subjects like English and Business Studies for communication and marketing skills, and PE to show your interest in sport. Some schools offer BTECs or similar qualifications in sport or business, which can also be valuable.

Pursue Further Education

Study A-levels or equivalent qualifications in subjects such as Business, Media, or Sport.

A-levels in Business, Media, or Sport, or equivalent BTEC diplomas, are common routes. Aim for good grades to access university courses. If available, choose coursework or projects that allow you to explore marketing or sports topics.

Obtain a Degree

Earn a university degree in Sports Management, Marketing, Business, or a related field.

Many employers look for candidates with a degree. Courses in Sports Management, Marketing, or Business will provide core knowledge and skills. Some universities offer specific sports marketing degrees. Consider courses with placement years or internships for hands-on experience.

Build Practical Experience

Gain Work Experience

Volunteer or find part-time roles in sports clubs, marketing agencies, or sporting events.

Experience is key in sports marketing. Volunteering at local clubs, working at sporting events, or internships with sports organisations will help you understand the industry and build contacts. Try to get involved in marketing activities, such as social media, event promotion, or sponsorship.

Develop Marketing Skills

Take on marketing projects, manage social media, or assist with event promotion.

Offer to run social media accounts, help organise sports events, or create promotional materials. These practical skills are highly valuable to employers and show your enthusiasm and initiative.

Network in the Industry

Attend sports industry events, conferences, and build relationships with professionals.

Networking helps you learn about job opportunities, trends, and build a reputation. Attend sports marketing events, seminars, or workshops, and connect with professionals on platforms like LinkedIn.

Advance Your Career

Apply for Entry-Level Roles

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

Start your career in an entry-level marketing role within a sports organisation or agency. These positions will help you learn the ropes and gain valuable experience working on campaigns and events.

Take On More Responsibility

Progress to roles with more responsibility, such as Marketing Executive, Brand Manager, or Events Manager.

As you gain experience, look for opportunities to lead campaigns, manage budgets, or coordinate with sponsors. Continuing professional development, such as marketing qualifications (CIM, CIPR), can also help you stand out.

Become a Sports Marketing Manager

Move into a Sports Marketing Manager role, leading strategy and managing a team.

With experience, you can take on the role of Sports Marketing Manager, leading campaigns, negotiating sponsorships, and guiding a team. Staying updated on sports marketing trends and maintaining strong industry contacts will be key to success.

🎯 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.

🎓 View Apprenticeships

Career Progressions

No career progressions found for

Sample Qualifications

A Sports Marketing Manager and a Marketing Manager both oversee marketing strategies, campaigns, and branding efforts within their respective sectors. They require similar skills in market research, advertising, and team leadership to promote products or services effectively.

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

More Information

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

More Information

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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