There are a wide range of potential career pathways including roles in marketing, recruitment, PR, events organisation, commercial management, athlete and talent representation, membership support and operations and your interest in and enthusiasm for sport will be valuable.
However, in this industry knowledge of sport comes second; business, PR and marketing skills come first, so your first step is to secure work experience in this area.
Lisa Norman is Head of Talent at Benchmark Sport International, which has a reputation for building prestigious sports brands. Her advice is to do a thorough research on prospective employers and avoid sending generic emails asking for jobs.
“There’s no point sending an email saying, ‘I love sport’. You must offer skills that are needed in the industry, such as marketing and PR, as well as commercial awareness. What’s important are business skills and having the acumen to know where the money in sport comes from, such as TV rights. Who has the rights to the World Cup? How is the Olympics run? Find out what’s happening behind sport”
Find out more about what roles in marketing, PR and advertising involve and the skills employers look for on the Prospects job profiles pages.
Work experience
Getting work experience is essential yet highly competitive. If you don’t have any experience in marketing, PR or events, then look to gain these skills outside of the sports sector. As this is such a global industry, any international experience or language skills will be advantageous
Careers Network
Careers Network source a number of internships both home and abroad, many of them exclusive to University of Birmingham students. We also offer a Bursary Scheme that offers financial support to help students undertake work experience. Take a look at the internships and work experience website for more details.
Where to find sports business opportunities
- IMG – worldwide sports and entertainment marketing company. Offer 8 week paid Summer placements to current students and recent graduates .across all areas of the business.
- Four Communications – specialise in sports sponsorship. The run a Graduate Scheme with opportunities in London, Wales and the UAE.
- Ketchum careers – international PR company with a sports and entertainment division. Operates The James Maxwell Programme, a six month paid internship in the areas of Brand, Healthcare or Corporate.
- Puma careers – offer worldwide internships lasting 3 months, 6 months or 1 year in a variety of areas such as Public Relations and Merchandising and graduate opportunities are also available
- Nike jobs – run paid internships at their European offices all year round in different departments
- Global Sports Jobs – recruitment agency with UK and international industry vacancies, and helpful articles and blogs
- Campaign Live jobs – lists job vacancies in advertising, creative, marketing and media, including the sports marketing world, entertainment and leisure. The website also has useful news on marketing, advertising, PR and events. Brand Republic also produces industry magazines for each sector
- Jump in Sport – recruitment site that has lots of sport internship opportunities in the UK and overseas
Further careers help
Find useful resources or book an appointment with a careers adviser through Careers Network.