What are the main areas of study in sports management?

Home » FAQ : All the answers to your questions » What are the main areas of study in sports management?



The reality is different from what is happening on the ground. Sport management, although considered to be part of the sports sector, covers many areas. The training for mastering the sector thus includes several branches. Discover them in our article.

What are the main areas of study in sports management?

Sports marketing is the training that allows students to master the promotion of the image of a sports professional. Whether self-employed or in a company, the student must know the right techniques to promote their client, once in their position.

This first area is related to communication. Launching an athlete depends on a well thought-out strategy. Advertising format and brand content are part of the sports management training at a specialized school like IUM. Students rarely have a choice of majors, as all of these areas are crucial to their future careers.

Although students are limited in time, they must learn the economics of the sport. This will allow them to understand more easily the functioning of associations and public services related to sport. If he is later asked to lead one of these organizations, he will know how to manage it skillfully.

The foundations of sports management

Sports management can be based on three pillars:

  • organization: whether it is a big event or just a training session, sports require a great deal of organizational skill. Indeed, even the availability of a gym or training space is based on organization;
  • finance: on a global or national level, finance plays an important role when it comes to sports. From the maintenance of the equipment to the salaries of the people in charge, the question of money always comes up. It takes financial skills then to become a good sports management professional;
  • management: as a specialist in sports management, a student will at some point in his or her career be required to manage a club or an entire federation. He/she must be able to practice management, whether in human or financial resources.

Human and financial resource management in sport

Human and financial resources ensure that the sport continues to exist in a sustainable manner. Whenever an event takes place, there will always be a need for someone to manage the logistics, the protection of the players or the search for talent to compose the team. In order to enter the world of sports management, it is therefore important that the student masters these fields.

Both athletes and staff are to be managed on the basis of impeccable technique. Alternatives and emergency measures must be in place. A person without management skills will get lost in all these tasks.

Promotion and development of the sports brand

This is a part of sports marketing. At IUM, a semester-long subject is reserved for the promotion and development of the sports brand.

The choice of media and advertisers is one of the exercises to be mastered. The messages conveyed are generally classic, such as surpassing oneself or performance. It is up to each professional to link the brand to a particular player and to add a personal touch to differentiate from the competition.

Management of events and sports competitions

The management of sports events or competitions is similar to any other event. For example, planning, funding, etc., is required. An analysis of its impact may come last, but success or failure is usually felt at the time the event takes place.

In between these steps, it is important to make adjustments. The requirements for a tennis match are different from the requirements for a soccer or basketball match. Not only is the equipment different, but the providers must also be specialists.

Managing relationships with sponsors and business partners

A sports professional is rarely able to part with sponsors and business partners. High level athletes have their manager to manage this part of the contract. It is the manager’s mission to maintain a good relationship with the sponsors and partners of the athlete.
The management of the latter is also important, as the athlete benefits from their presence. An athlete can be approached by several sponsors. Depending on the message he wishes to convey, he must make a choice. The manager must then have management skills to be able to inform the choice of his client.

Updated 14 September 2023