The world of sports isn’t just for athletes. Behind every successful professional sports team, athlete, or sporting event is a dedicated sports manager handling the business and operational side of things. If you love sports and have a strong skill set in business and leadership, learning how to become a sports manager can open doors to an exciting and dynamic career.
This guide will explain everything you need to know to succeed in sports management jobs, including education, required experience, and career opportunities.
What Does a Sports Manager Do?
Many people wonder, what does a sports manager do? A sports manager handles the business aspects of a team, athlete, or sporting event. Their responsibilities can be different depending on the specific role. Still, they usually focus on negotiating contracts, overseeing marketing efforts, managing sponsorships, and ensuring everything follows the correct rules and regulations.
A sports general manager oversees team finances, makes big decisions, monitors ticket sales, and handles relationships with sponsors, players, and coaches. Some sports managers work directly with athletes, ensuring they get good sponsorship deals and stay relevant in the sports business. Others are responsible for event coordination, handling logistics, or organizing team travel schedules.
A sports manager must also communicate well with coaches, trainers, and even the media, ensuring that everyone involved in a team or event is working together smoothly.
Skills Required to Succeed as a Sports Manager
A career in sports management requires a diverse skill set. You must have strong leadership and decision-making abilities since managers often make essential choices that affect teams and athletes. Negotiation skills are crucial when handling sponsorships, contracts, and salary agreements. Understanding sports marketing helps managers promote teams and sporting events effectively.
Being organized and having strong communication skills are necessary to ensure smooth operations. Sports managers must also understand financial planning, especially if they are sports general managers responsible for budgeting and revenue management. Additionally, solving problems quickly is essential as the sports industry constantly changes.
One day, you might handle ticket sales; the next, you could resolve a player and coach conflict.
Education & Experience
To enter the sports industry as a manager, getting a degree in sports management or a related field is a great starting point. Many universities offer undergraduate and master’s degree programs in sports business, marketing, and management that prepare students for this career.
Some professionals continue their education by pursuing an online master’s degree in sports management, which allows them to gain advanced knowledge while working.
Getting hands-on experience is just as important as education. Many students start their careers through internships or entry-level sports management jobs, such as event coordinator or marketing assistant. Volunteering at sporting events, working with college athletic departments, or assisting in ticket sales can provide valuable experience.
The best way to gain relevant experience is to start early, ideally in high school, by participating in school sports programs, helping with team management, or interning with local sports organizations.
Salary Expectations for a Sports Manager
Salaries for sports managers can vary based on experience, location, and the level of competition they work in. A sports general manager working with a professional sports team can earn a six-figure salary, while those managing college programs or high school teams usually earn less.
Entry-level sports management jobs may start at around $40,000 per year, but with experience and a good reputation, managers can work up to higher-paying roles.
Sports managers who specialize in negotiating contracts for high-profile athletes or organizing significant sporting events can earn even more. Salaries also depend on how successful and profitable the team or athlete they manage is.
Those in sports marketing or sponsorship management also earn extra income from commissions based on revenue generated from deals and endorsements.
Common Career Paths in Sports Management
There are many career paths within the sports industry. Some professionals become general managers for professional sports teams, handling everything from contracts to team operations. Others focus on sports marketing, helping teams and athletes build brands and secure sponsorships. Event coordinators play a significant role in organizing and managing sporting events, ensuring everything runs smoothly.
Some sports managers specialize in financial management, handling team budgets, and monitoring ticket sales. Others work administrative roles for college athletic programs, professional leagues, or sports agencies.
A degree in sports management can open up opportunities in different areas, and many sports managers move into higher positions over time. Some even start their own sports consulting firms or work as independent sports agents.
How to Become a Sports Manager: Key Steps
If you want to know how to become a sports manager, there are key steps to follow. First, you need the proper education, such as a bachelor’s or master’s degree in sports management, business administration, or marketing. Gaining experience through internships and entry-level jobs in the sports industry is important.
Networking is also a big part of getting ahead. Attending sports conferences, connecting with professionals, and joining sports organizations can help open doors. Strong leadership, finance, negotiation, and communication skills will also help you stand out.
If you want a high-level job, such as a sports general manager, getting an online master’s degree in sports management can be beneficial. Taking on extra responsibilities, such as managing sponsorships, overseeing budgets, or leading marketing projects, can also help you prepare for a higher role in the industry.
How to Start Your Sports Management Career in College
Starting a career in sports management while still in college can give you an advantage. Enrolling in a degree program in sports management provides a solid foundation. Getting involved in college athletics, working with the sports department, or volunteering at sporting events helps build experience.
Internships with sports organizations, marketing firms, or event planning companies are a great way to gain hands-on knowledge. Networking with professionals and attending industry conferences can also help you build connections that may lead to job opportunities.
Entry-level sports management jobs in areas like marketing, ticket sales, or operations can serve as stepping stones to higher roles. Some students take advantage of work-study programs or shadow experienced professionals to better understand a sports manager’s responsibilities.
What Does It Take to Be a Sports Manager?
Successful sports managers require education, experience, and key personal qualities. A strong business, finance, or marketing background is essential since managing a team or an athlete involves contracts, sponsorships, and financial decisions. Many sports managers earn a degree in sports management to gain industry knowledge.
Hands-on experience, such as internships or entry-level positions, is also necessary to develop a deep understanding of the sports industry’s operations. Here are some career management tips that you can use.
Take Your Next Steps to Becoming a Sports Manager
A sports management career can be exciting and challenging, offering opportunities to work behind the scenes in the sports industry.
You can secure sports management jobs in many different areas by following the proper steps, including earning a management degree, gaining experience, and developing a strong skill set.
Whether you want to become a sports general manager, an event coordinator, or a specialist in sports marketing, continuous learning and networking are key to success.
The sports industry is full of opportunities, and with dedication and persistence, you can build a rewarding career managing teams, athletes, and major sporting events. If you’re ready to take the next step, sign up at JobsInSports.com to explore job opportunities, connect with industry professionals, and start your journey in the sports business world.
FAQs
What does it take to be a sports manager? +
Becoming a sports manager requires education, experience, and key skills. Many professionals earn a bachelor’s or master’s degree in sports management, business administration, marketing, or a related field. However, hands-on experience through internships, volunteering, and entry-level roles in sports organizations is just as necessary.
Essential skills for a sports manager include strong leadership, communication, financial management, negotiation, and problem-solving abilities. The industry is competitive, so networking, attending industry events, and gaining specialized knowledge in contract negotiation, sports marketing, and event planning can increase career opportunities.
How long do you have to go to school to be a sports manager? +
The typical educational path for a sports manager involves the following:
- 4 years for a bachelor’s degree in sports management, business, marketing, or a related field.
- 1–2 additional years for a master’s degree (optional, but beneficial for higher-level roles).
While formal education helps, many professionals gain experience through internships, part-time jobs, or volunteering while still in school, which can be more valuable than just obtaining a degree.
Some individuals enter sports management without a formal degree but build experience through hands-on roles in ticket sales, marketing, coaching, or analytics.
Is it hard to get a job in sports management? +
Sports management is a competitive field, but opportunities exist for those who gain experience and build strong industry connections. Many entry-level jobs are available in sports marketing, event planning, ticket sales, operations, and sponsorship coordination.
Breaking into professional sports management often requires:
- Internships with sports teams, agencies, or athletic departments.
- Networking with industry professionals at events, conferences, and through LinkedIn.
- Starting in lower-level roles (e.g., marketing assistant, ticket sales, or operations coordinator) and working up.
- Specialized finance, analytics, or contract law knowledge can give you a competitive edge.
Getting into high-profile roles (e.g., a pro team general manager) is much more complex and usually requires years of experience, strong industry connections, and proven success in lower roles.
What is the highest salary for a sports manager? +
The highest salaries in sports management vary depending on the role and level of competition:
- Professional Sports General Managers (GM):
- $1M–$10M+ per year (e.g., NBA, NFL, MLB, Premier League teams).
- Example: Brian Cashman (New York Yankees GM) earns over $5M annually.
- Sports Agents:
- $500,000–$50M+ per year, depending on high-profile athlete contracts.
- Example: Scott Boras (sports agent) has negotiated over $3B in contracts.
- College Athletic Directors:
- $200,000–$3M per year, depending on the university’s sports program.
- Example: Alabama’s Athletic Director earns around $2M per year.
- Event Managers & Marketing Executives in Major Leagues:
- $100,000–$500,000+ per year, especially in major sports organizations.
Entry-level sports management jobs typically start at $40,000–$60,000 per year, but salaries increase with experience, networking, and expertise in high-revenue areas like sponsorships, marketing, or player negotiations.
