Career Options

Careers in Sports Marketing

When you see a commercial, it either impresses you or turns you off. The job of marketing personnel is to provide something in the commercial that makes you want to try the product. IF you are already a customer, the commercial has to make you want to continue being a customer. This is the same with sports marketing, although today, marketing is more a matter of attracting sponsors.

Sports marketing and sponsorship sales is a several billion dollar a year business. Instead of marketing the sports team to the consumer, marketing personnel attract the brands that you like to endorse the sports team so that you will come and watch the games. It seems to be working because the sports marketing industry has been steadily growing for more than twenty years.

As a person working in marketing and sponsorship, what is your role? Well, it depends what side of the table you are on. As a representative of the entity looking for sponsors, your job is to find new sponsors. This includes putting together a marketing package, finding new sponsors, meeting with sponsors, and seeing that all parts of the deal are secured.

Marketing executives also keep in contact with existing sponsors. They make it their business to see that these sponsors are happy with their contracts especially when it is time to renew. Some contracts may be re-evaluated based on falling sales or issues with sponsors. If a sponsor is falling out of favor with the public, the sports marketing division has a decision to make.

On the other side of the table, if you work for the sponsor, this is an opportunity to weigh all the options to see where company funds should go. As a marketing executive it would be your job to review proposals, make recommendations, and negotiate the deal for the company with the sports entity. The major selling point would be how much exposure can they give your company’s product or service in the eyes of the consumer.

Sports marketing is an exciting and fast-paced business. The survival of sports teams can depend on their finding sponsors to offset the costs of production. It is expensive to have sporting events televised. It costs the same to run a stadium on game night whether the house is packed or not. It’s just that if the house isn’t full, you make less money.

Sponsorship works at all levels of the sporting industry. Little league teams get sponsorship from the local hardware store. They buy the uniforms for the team and in exchange, the team has the name of the hardware store on the jerseys or they do a short bit about the hardware store during halftime. As sponsorship goes up the sports ladder, the stakes are higher and the money to be made is phenomenal. The free hats, balls, Frisbees, and pennants given away on game day are a result of a sponsorship deal.

Those looking to break into sports marketing and sponsorship can try the agency route. This is an alternative to working for the sports entity or the sponsor. As an agency marketing person, you will be bringing the two parties together. Either can hire you to assist in brokering the deal. While you are to show loyalty to your client, you must be able to stand back and see what will make both sides happy in the deal.

Finding work with a successful marketing agency is tough. A smart tip is to start your career off as an intern. While marketing agencies don’t typically pay their interns, the position will give you a lot of experience and may lead to something more permanent. They are trying you out to see if you fit. As an intern, they get to see your face and become comfortable with you, your personality and your work ethic. You may live hand to mouth for a while but the payoff is a job after graduation.

Get an undergraduate and advanced degree in sports business. Industry-tailored programs offer more specific knowledge than a general major in business marketing. The art of sponsorship deals adds a unique quality to the marketing strategy. Some programs offer courses taught or special appearances by industry professionals who may be able to further your career in the future. Once in the job market, be persistent in following up after job interviews. Let them know how serious you are.

Sports marketing and sponsorship deal making are multi-billion dollar industries. Sports teams and venues depend on these funds to offset costs and pay athletes, while sponsors look for greater exposure for their products. Those who have sports marketing jobs are on the front lines of the deal. William F. Edwards is a freelance writer for SportsCareerFinder and offers great, free information about many different jobs in sports and how to find fitness jobs, sports agent and administration positions. There are dozens and dozens of job descriptions and a detailed overview of most major sports business sectors.

By William F. Edwards

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