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Sports Marketing Manager: Salary & Job Description

Sports marketing managers bring potential customers to a team or brand, while selling goods, services and experiences related to different sports. The article contains information about their role, median salary and job outlook in the US.

Career Definition of a Sports Marketing Manager

Sports marketing managers leverage various sports and related activities to sell products, services and even experiences for a specific brand or team. They project a team/brand as a unique provider of wholesome sports experiences to enthusiasts who are keen on a particular form of sports. Sports marketing managers focus on their specific domain of popular sports or even college-level athletics, in some cases.

This form of marketing can be executed across different channels, like social media platforms, print media, television, radio or even advertising spaces in stadiums and other places, depending on the needs of a particular marketing strategy. Individuals working in this role utilizes their creativity and strong management skills to shape an appealing campaign.

Sports marketing managers aim to make the most of the fan frenzy around sports to lure potential customers and clients to benefit their employers. However, the benefit is not merely limited to sales of products, as these professionals are also responsible for maintaining and enhancing the brand image of a team to eventually attract bigger crowds to fill the stadiums. Much like other marketing managers, sports marketing managers also have certain targets, and they devise effective marketing strategies to meet those goals.

Educational Requirements Bachelor's degree
Job Skills In-depth knowledge of the sport, creativity, persuasive and communication skills, social perceptiveness, negotiating ability and critical thinking
Median Salary (2018)* $134,290 (marketing managers)
Job Outlook, 2016-26* 10% (marketing managers)

Source: *U.S. Bureau of Labor Statistics

Required Education

Marketing managers, such as sports marketing managers, are usually required to hold a bachelor's degree in a relevant field. Candidates with a bachelor's degree in various areas of business, statistics, or computer science are often deemed suitable for the position. They should also have at least some level of work experience in a related role in an organization. For the specific role of a sports marketing manager, preference could be given to a professional with great knowledge and expertise in a particular sport.

Required Skills

Sports marketing managers need to have thorough knowledge of the sport they are marketing for the employer. They should be creative and have expert communication skills to define appealing marketing strategies and campaigns. A couple of useful traits for a professional in this position could be an enhanced social perceptiveness and an understanding of the potential market arenas of the product. Candidates should be able to see the bigger picture to anticipate any future events that might affect the revenue of a brand and act accordingly. Other skills desired by employers might include critical thinking, negotiating ability and organizational skills.

Career Outlook and Salary

The U.S. Bureau of Labor Statistics (BLS) states that the overall employment for marketing managers, like sports marketing managers, will increase by 10% - faster than the average rate - between 2016 and 2026. The database on the website also suggests that an employment change of 22,100 will be observed within the same period. The median annual wage for marketing managers is reported to be $134,290, as of May 2018, according to the BLS.

Related Careers

Sports marketing managers have a job profile and duties similar to a number of other positions in various organizations. Find more information about some of them below.


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