Everything you need to know about the job of Sports Marketing Manager: missions, training, salary

Digital Business Development Track - Bachelor's program
Home » FAQ : All the answers to your questions » Everything you need to know about the job of Sports Marketing Manager: missions, training, salary



Any sport structure that wishes to develop must improve its visibility and its image with the public. This role is entrusted to a professional who wears a double hat of manager and technician. This is the sports marketing manager.

As in all other sectors, the sports marketing manager comes from a marketing background. The latter is essential to acquire the skills needed to practice the profession. This type of training is offered at theInternational University of Monaco.

What does the job of sports marketing manager involve?

The job of a marketing manager consists of establishing and implementing an effective marketing strategy . Applied to the sports field, the job consists in improving the visibility of a product or a sports brand.

This professional works almost exclusively for sports structures. These may include:

  • companies specializing in sports (equipment manufacturers, large-scale distribution or specialized stores);
  • sports federations and clubs ;
  • firms specialized in sports marketing;
  • sports brands.

What are the main tasks of the sports marketing manager?

To successfully promote the image of his client or a product, the sports marketing manager is responsible for, among other things

  • design an effective marketing strategy ;
  • conduct a market study ;
  • target consumers;
  • to carry out communication actions;
  • plan and organize various sporting events;
  • lead the teams under his/her responsibility.

The sports marketing manager generally works with a team of researchers and marketing managers. Within a large sports structure, he/she works in close collaboration with different departments, in particular with the sales department.

What training do I need to become a sports marketing manager?

The position of sports marketing manager is usually prepared through a master’s degree in marketing. This type of training is mainly provided by business schools, and in particular by theInternational University of Monaco.

The school offers several programs that incorporate marketing learning. However, the Master of Science in Sports Business Management is the one that is specialized in the sports field. By following this program, students are guaranteed to acquire all the skills needed to become a sports marketing manager.

Nevertheless, it is quite rare for graduates to get a job as a sports marketing manager upon graduation. To access this position, you must first acquire sufficient experience as a research or marketing manager.

What is the salary of a Sports Marketing Manager?

The compensation of a sports marketing manager varies depending on several factors. These factors include, but are not limited to, their degree, experience or geographic area of operation.

At the beginning of their career, the salary of this professional can vary between 2,500 and 3,000 euros per month. With experience or by working internationally, a sports marketing manager can earn up to 45,000 euros per year.

What are the possible career paths of the Sports Marketing Manager?

The sports sector in general offers several opportunities for professional development to individuals who develop in it. With the necessary experience, the sports marketing manager can become a sports marketing director. In doing so, he or she will be assigned more responsibilities and a higher salary.

Thanks to his knowledge of the sports sector and his skills, this professional can also move on to other jobs in the sector. A sports marketing manager has the possibility to migrate to e-sports.

A sports marketing manager may also decide to move vertically by working for a larger sports organization . Working as a freelancer or as a sports marketing consultant is also a possibility for this professional.

What are the essential skills to succeed as a Sports Marketing Manager?

The mastery of marketing techniques is the basic skill required of a sports marketing manager. Since this professional works in the sports sector, he or she must also be familiar with this universe and its particularities.

It is also important to know that a marketing manager should master several international languages. Moreover, this skill is useful for this type of job, regardless of the sector of activity.

In order to acquire these essential skills, aspiring managers usually take a marketing course specializing in the sports industry.IUM ‘s Master of Science in Sports Business Management helps develop these same skills.

In addition to these essential skills, personal qualities are also necessary to succeed as a sports marketing manager. These qualities include, among others:

  • organizational skills and leadership;
  • Relational skills;
  • good analytical, observational and anticipatory skills;
  • a lot of creativity;
  • the ability to make decisions.
Updated 14 September 2023