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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, and products to the public, sponsors, and media. This career involves developing marketing strategies, managing campaigns, working with athletes and sponsors, and overseeing promotional activities both online and offline. Sports Marketing Managers often collaborate with event organisers, public relations teams, and digital marketers to maximise visibility and engagement for their clients or organisations. The role requires strong communication skills, creativity, and a good understanding of both the sports industry and marketing trends. Many positions are based in sports clubs, agencies, or major sporting brands, and the job may involve travel to events and meetings.

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.

Industry Growth

The sports industry in the UK supports over 600,000 jobs, and the demand for marketing professionals is expected to grow by around 5 percent annually.

Number of Positions

There are estimated to be over 3,000 dedicated sports marketing positions across the UK, with many more roles available in related marketing and events sectors.

🚀 Careers in this path

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Digital Content Coordinator for Sports Teams

Develops and manages online content such as social media posts, blogs, and videos to promote sports clubs or events and engage with fans.

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Sponsorship Executive in Sports

Works with brands and sports organisations to secure sponsorship deals, manage relationships, and ensure sponsor visibility at sporting events.

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Event Promotions Officer for Sporting Events

Plans and delivers promotional campaigns for sports matches, tournaments, or community sport events to attract spectators and participants.

Build Your Foundation

Achieve Good GCSEs and A Levels

Focus on subjects such as Business Studies, English, PE or Media Studies at GCSE and A Level.

Strong grades in these subjects will give you a solid understanding of the basics of business, communication and the sports sector. Participation in extracurricular activities, such as school sports clubs or media projects, will also help you develop relevant interests and skills.

Get Involved in Sports and Marketing Activities

Join sports clubs, help organise school events or volunteer to support local sports teams.

Hands on experience will help you understand the sports environment and give you practical examples to use in applications and interviews. It also helps develop teamwork, leadership and organisational skills, which are essential in sports marketing.

Gain Relevant Qualifications

Complete a Degree or Higher Apprenticeship

Study a degree in Marketing, Sports Management, Business or a related field, or look for higher apprenticeships in digital marketing or sports organisations.

University degrees usually last three years and provide both theoretical and practical knowledge. Apprenticeships offer work based learning and are a good alternative for those who prefer to earn while they learn. Some universities offer specific degrees in Sports Marketing, which can be particularly useful.

Undertake Work Placements or Internships

Gain work experience by doing placements or internships with sports clubs, marketing agencies or brands.

Many degree courses include a placement year in industry. Internships can be paid or voluntary and provide invaluable industry contacts and insight. Look for opportunities with professional sports teams, sports brands or event organisers.

Develop Your Career

Apply for Entry Level Roles

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

These roles will help you build your CV and gain practical experience in sports marketing. You may also work for agencies that represent sports clients. Showing initiative and a willingness to learn will make you stand out.

Progress to Sports Marketing Manager

With experience, seek promotion or apply for Sports Marketing Manager positions, taking on more responsibility for campaigns and strategy.

As you progress, you will lead marketing campaigns, manage budgets, negotiate sponsorships and oversee a team. Continuing professional development, such as marketing qualifications (CIM or CIPR), will help you advance. Building a strong network in the industry is also important.

🎯 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 primarily focuses on developing and executing marketing strategies within the sports industry, which aligns closely with the responsibilities of a Marketing Manager. Both roles require skills in brand promotion, campaign management, and strategic planning to engage target audiences and drive growth.

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

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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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