Anyone interested in sports and the marketing of related products will find themselves confronted with an interesting job market. Sports jobs in marketing offer lucrative conditions that extend far beyond financial aspects. Joining sports and work is ultimately not only exceedingly future proof, but makes for a fantastic combination of many fitness enthusiasts.
The sports business is a multi-billion euro market. New sales records are achieved every year in sports sponsorship as well as in the trade in sporting goods, sports rights, tickets or team merchandising. This in itself entails a high demand for labor. The 2016 SPOAC Sports Business Study lamented a growing shortage of skilled labor, for example, in the rapidly growing field of internationalization. Experts will therefore continue to be in demand in future, especially in the industry’s core segment: sports marketing. Secure language skills and experience abroad are becoming increasingly important in sports marketing.
Very few working in the sports business live off the proceeds of being an active athlete. Professional athletes are flanked by hundreds of thousands of jobs in sales, design and product management. Marketing is one of the largest and most interesting areas. The success an athlete or team can achieve always depends on many components. But marketing always plays a key role.
There is no fixed job description for sports jobs in the marketing sector – and it’s precisely this that makes the job so appealing. Depending on the sport, application and employer, other tasks often await and require different skills. The ways to get started are just as diverse – from a classic business administration degree to a degree in sports marketing or sports management to lateral entry for ex-professional athletes and sports journalists.
A selective view of the possible fields of application is helpful to gain an idea of the variety of sports jobs in marketing that are available: event marketing, sponsoring, ticketing, social media responsibilities, merchandising, market and brand research, brand development, rights marketing, B2B marketing, advertising, internationalization, etc. More detailed information is available online, including from the DISM (German Institute for Sports Marketing, founded in 2012; http://www.sportmarketing-institut.de/index.php).
Despite the wide range of tasks and sports jobs, sports marketing focuses on two major objectives: On the one hand, it involves the optimal marketing of athletes, sports, sports teams and organizations. On the other hand, it involves marketing products and services from other industries, including sports. It involves image building or image transfer, which form the basis of communications and economics as well as market research. The emotions of prospective customers play a greater role in sports marketing than in other industries. Marketing teams must understand this, serve this principle loyally and manage this.
To sum up the above points, applicants must meet the following requirements in particular: They must have a high affinity for sports and be able to represent a particular brand or sport and present it as valuable. This requires discipline and creativity.
Sports companies in turn make sure to engender attachment to the respective brand among their employees so as to generate a high degree of honest support and loyalty. It makes no difference here whether the employee is a marketing intern or the marketing director.
The wide range of sports jobs in marketing holds another advantage for applicants: the huge number of locations. Sports marketing agencies have settled in all major cities, from Hamburg to Berlin and from Düsseldorf to Munich. Applicants in the field of marketing and retail will find positions in almost every German city. Adidas and Puma make up two of the heavyweights in the sporting goods industry that are located in more rural areas in Franconian Herzogenaurach. As an employer, DFB is headquartered in Frankfurt, with teams (and not just in the soccer business) spread across Germany. This also applies to business schools and academies for sports marketing, which ultimately not only provide instruction but are employers as well. As the only sports university in Germany, the German Sport University Cologne alone employs nearly 900 people.