From local tournaments to national championships, the sports industry has the power to bring people together to celebrate the excitement of competition. Not only do people love the thrill of competition, but they also love the sense of community that sports create.
What many forget is that behind the scenes, there’s often a dedicated team of professionals working tirelessly to ensure that these events run seamlessly. This is where the world of sports event management comes into play.
Are you ready to take your events career to a new level? If so, this article is for you. Inside, we have included a full rundown on sports event management, including common job titles and functions, educational programs and certifications to pursue, key associations to join, and more.
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Sports event management involves the planning and execution of sporting events, competitions, tournaments, VIP parties, and other sports-related gatherings. Sports event managers are responsible for ensuring these events run smoothly and finding ways to create memorable experiences for participants and spectators.
The goal of sports event management is to bring athletes, fans, VIPs, and others together through successful social experiences. For instance, sports management may involve designing interactive fan experiences, planning behind-the-scenes arena tours, coordinating sports-related charity events and fundraisers, and more.
Sports event planners assist with managing sports events from start to finish. For instance, you may oversee sponsorship opportunities, choose event themes, create schedules, select activities, manage timelines, and research creative elements that bring gatherings to life.
Roles and responsibilities of a sports event manager can include any of the following:Organization of sports events can be a rewarding career, especially for people with an eye for planning. If you are already in the event management industry and love the idea of finding ways to delight players, spectators, and sports fanatics, consider a career in sports event management!
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The world of event planning careers is endless. The role you choose to pursue should reflect your goals, aspirations, and skills you really enjoy.
Need ideas? The following job titles cover a range of roles and responsibilities within the field of sports event management – from planning and operations to marketing, logistics, and more:
Individuals aspiring to become sports event managers may pursue event planning degrees or related degrees in marketing, communications, business administration, or public relations. Some graduate education programs even offer an opportunity to delve deeper into the complexities of sports events, equipping students with the skills and insights needed to attain their long-term career goals.
Additionally, participating in a practicum or internship can be helpful in gaining more practical experience. Here, you’ll get hands-on learning opportunities and gain valuable networking connections.
If you are considering event management in sports, consider pairing your experience or formal education with a sports management certificate. Examples of sports management certifications include the following:
The Sports Tourism Strategist Designation (I.e., the STS Certification) will help you gain a deeper understanding of the sports events and tourism industry. Offered by the Sports Events & Tourism Association (ETA), participants must complete certificate courses to earn credits toward their STS designation. Accumulate 32 credits by taking sufficient Certificate courses, and you'll attain your Sports Tourism Strategist designation.
The U.S. Center for SafeSport produces abuse awareness and prevention courses, which teach sports professionals how to provide safe, positive environments for players, coaches, and staff. Units include sexual misconduct education, mandatory reporting requirements, and physical and emotional misconduct (such as bullying, hazing, and harassment). People who complete these courses will learn how to prevent abuse, recognize misconduct, and respond with proper intervention.
North Carolina State University offers a one-year online graduate certificate in Sports Venue and Event Management. In this program, students learn about managing stadiums, arenas, amphitheaters, performing arts centers, and more. This is a 12-credit certification that is typically completed in two semesters. You may also be interested in the university’s Parks, Recreation Tourism, and Sports Management degree program.
This online program, offered by the University of Florida, equips you to coordinate sports events, from local games to major competitions. Learn to handle managerial challenges, risk management, and community impact. Students must complete three required courses, which are offered every fall and spring. Credits can also be applied toward a master's in sport management. (Note: You may also be interested in the UF’s Online Master’s Degree in Sports Management.)
The Cruyff Institute offers a 10-week course on Sport Event Management that is entirely online. This is an ideal course for sports event planners. Students learn about the organizational principles of sporting events, along with event marketing, risk management, financial management, volunteer management, and more.
The Rosen College of Hospitality Management (located within the University of Central Florida) offers a specialized certificate of study for event planning professionals interested in sporting events. This certificate program covers event operations, sports event marketing, sports tourism, research methods, and more. Graduates of this program have worked at the PGA Tour, the U.S. Tennis Association, and other notable organizations.
The Johnson & Wales University offers an online bachelor’s program that will help you learn more about sports-related negotiations, agreements, productions, entertainment marketing, and sports management. This is an ideal program for people who want to manage tournaments, ticket sales, or events in the corporate, nonprofit, or hospitality industry. Most finish this degree in four years or less.
Coursera offers a free Sports Marketing Course through Northwestern University. Join ~40,000 students in this intermediate-level, flexible online course. In just 13 hours, you’ll gain a better understanding of sports marketing, ticket pricing, press releases, media relations, crisis communication, social media marketing, celebrity handling, and brand loyalty.
Marquette University offers a 15-credit graduate certificate in sports leadership for people interested in enhancing their leadership abilities in the sports industry. This program covers various topics, including industry trends, sports communication, ethics, sports law, media events, and historical events that provide valuable context for the current state of the industry. On average, students complete the program within one to two years.
➡️ Looking for more broad event planning degrees? Read our list of general event planning degree programs, including event management certification options.
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Joining a professional association as a sports event planner can offer several valuable benefits to enhance your career and expertise. First, associations provide a platform for you to connect with fellow professionals, industry experts, and potential clients or employers. These connections can lead to new partnerships, job opportunities, and valuable industry relationships.
Second, associations offer resources, industry research, best practices, and educational material to members. These benefits can help you stay up to date on the latest industry insights, tools, and resources available to you.
Being part of an association can be a rewarding experience. Sports event planners may be interested in joining the following professional associations and groups:
When selecting associations to join, consider your specific career goals and the types of events you plan to manage. Each association may offer unique benefits, including networking opportunities, resources, educational programs, and industry insights that can help you excel in the field of sports event planning.
Finding the perfect sports event management job to match your passion and expertise is an important part of your career journey. Whether you're an experienced event planner or just starting in the field, there are numerous job search websites that can connect you with exciting opportunities in sports event management.
The best job search websites for the sports industry include the following:
These platforms will help you discover and apply for roles that will get you on the path to success. Keep your resume polished, your cover letter ready, and your network active, and you will find your dream career in no time! Remember to take advantage of resources offered by industry associations as well, including networking events, certifications, and continuing education opportunities.
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