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What Is Sports Marketing?

Sports marketing is a growing division of the marketing field that focuses on the business of sports and the use of sports as a marketing tool. Sports marketing professionals enjoy a wide variety of employment opportunities, including positions with universities, corporations, media outlets, sporting equipment manufacturers, retailers and public relations agencies.

Sports Marketing Overview

The sports marketing industry has become a billion dollar industry. It now includes such diverse revenue streams as sports equipment manufacturing, advertising, ticket and concession income, athlete endorsements and product merchandising.

Important Facts About Sports Marketing

Possible Careers Event coordinator, public relations assistant, marketing representative
Key Skills Creativity, ability to meet deadlines, communication and interpersonal skills
Degree Levels Associate's degree, bachelor's degree
Degree Fields Sports marketing and management, business administration
Common Courses Facility management, event planning and promotion
Median Salary (2020)$62,810 (Public Relations Specialists)
Job Outlook (2019-2029)7% growth (Public Relations Specialists)

Source: U.S. Bureau of Labor Statistics (BLS)

Education for Careers in Sports Marketing

Many schools across the country offer undergraduate programs in sports marketing or a concentration in this field through a business or marketing program. Along with core business courses, students can expect to take field-specific classes like sports marketing research or sports law and ethics. Most programs also offer opportunities for internships, independent study and community projects that reflect the student's individual career goals and interests.

Potential Career Industries in Sports Marketing

Careers in sports marketing can follow hundreds of different paths. In this field, it may take quite a while to progress from entry-level to advanced positions. Businesses that employ sports marketers include the following:

  • Corporate sponsors
  • Sports facilities
  • Media outlets
  • Sporting goods retailers
  • Marketing and public relations agencies
  • Sports equipment manufacturers
  • Schools, colleges and universities
  • Government tourism offices
  • Leagues, teams and sports associations