Sports Marketing - Chapter 3 Notes

Sports Marketing:                                                                                         Chapter 3

Careers in Sports Marketing


Sports Marketing Careers:

-          A vast variety of careers are available working with sports.

-          Most jobs revolve around the sponsorship of a corporation regarding an athlete or team

1.      Sports Management Team

a.       Agents: A Sports agent is a person who procures and negotiates employment and endorsement contracts for a player

                                                                                       i.      Paid 4 to 10 percent of playing contract

                                                                                     ii.      Paid 10 to 20 percent of endorsement contract

                                                                                   iii.      David Falk – Negotiated deals for Michael Jordan

1.      Nike, Gatorade, Coca Cola, Chevrolet , McDonalds, Ball Park Franks, Hanes, MCI, Wilson Sporting Goods, Rayovac

                                                                                   iv.      Scott Boras – Baseball

                                                                                     v.      Drew Rosenhaus - Football

                                                                                   vi.      Ie: Jerry Maguire, Ari Gold

b.      Sports Publicist: Handles daily press for the client.

                                                                                       i.      Responsible for all materials or appearances of the clients(s)

c.       Sports Handler: Responsible for keeping client out of trouble and protecting the client’s image.

                                                                                       i.      Ie: Braylon Edwards, Plaxico Burress


Groups employing sports professionals:

1.      Pro Sports Team

a.       Marketing Director Jobs – develop the firm’s marketing strategy in detail.  Creates the brand.

b.      Team Marketing/Promotions Assistant Jobs – responsible for assisting in the development and the execution of marketing initiatives.

c.       In-Game Marketing Coordinator Jobs – makes sure the stadium or arena entertainment runs smoothly.

d.      Director of Sponsorships and Business Development Jobs – oversees the sales and account management staff and works on strategies for targeting companies within different categories.


2.      Sports Leagues

a.       Marketing Manager Jobs – develop the league’s detailed marketing strategies.

b.      Marketing Coordinator Jobs – responsible for assisting the marketing manager in the development of marketing strategy and for taking primary responsibility for the execution of marketing initiatives.

c.       Sponsorships Sales Manager Jobs-   responsible for developing strategic alliances with all corporate partners making sure they are fully integrated, long-term and focused on the unique objectives and priorities of each individual partner.

d.      Sports Legal Counselor Jobs – Deal with contract issues related to all aspects of league operations, from sponsorship to marketing to the Collective Bargaining Agreement and revenue sharing.


3.      Sporting goods companies

a.       Jobs range from the actual development of a sporting good, to the person who works in the retail environment.


4.      Independent sports marketing and management consulting firms

a.       Agents, Managers, Handlers

                                                                           i.      Ie: Maverick Carter, LRMR Innovative Marketing & Branding (LeBron James’ Management)


More Careers:

Ø      Referees

o       NFL: average salary is between $27,000 and $70,000

§         Part Time Job

o       NBA: average salary between $125,000 and $300,000

o       MLB: average salary between $125,000 and $360,000

§         Education: attend one of two schools in Florida

·        5 week session in the off season

·        Top of the class goes into the minors, the rest work their way up through high school and college baseball

·        Major League Umpires (68) get called up from the minor leagues – low turnover rate

Ø      Facilities Operations

o       VP for Operations Jobs – Responsible for directing all facilities business and operations function to ensure quality service to teams and fans.

o       Director of Operations Jobs – responsibilities geared toward the actual day to day operations of the operations event staff and include the hiring and firing of that staff.

o       Facility Manager Jobs – works with accountants, marketers, team personnel, and often outside strategists to help produce creative ideas that allow the facility to be financially viable.

o       Sporting Event Manager / Event Coordinator Jobs – assists in coordinating and managing all non-team related events at the stadium and/or event center.

o       Also, Security, Concession and Maintenance Jobs

Ø      Others:

o       Athletic Trainer

o       Personal Trainer

o       Physical Trainer / Therapists

o       Nutritionists



1.      As a rule, all sports marketing and management professionals are college educated.

a.       Bachelor’s Degree

b.      Some have a Law Degree

c.       Recommended courses of study include:

                                                                           i.      Marketing

                                                                         ii.      Accounting

                                                                       iii.      Business management

                                                                       iv.      Business law