How is the sports industry doing?
This industry is one of the largest in the world. It is estimated to generate between 800 and 900 billion dollars worldwide and close to 38 billion in France alone each year, across all types of business. Indeed, the sector is a broad one: equipment manufacturers, specialist media, clubs, federations, associations, stadiums, specialist retailers, sports travel operators, gyms and more.
For example, the financial stability of sports clubs is heavily dependent on TV rights. The other way to attract a new audience or generate coverage is to have an effective communications strategy. The business models of today's new stadiums are built on it. Faced with a saturated and highly competitive market, the communications director has to operate in this context.
What does a communications director do?
The communications director has in-depth knowledge of the world of sport and its current market, as well as general business management skills. Drawing on that experience and on the policy set by the managing director and chief executive of the club, organisation or sports brand, the communications director builds their work around these two elements.
Leading a large team, they coordinate the various stakeholders and steer each campaign that is launched. They therefore take on the role of project manager. Within the team itself are units specialising in the various communication channels that they have to manage: press relations, social media and internal communications… Working to a set budget, they must keep to the agreed amounts and ensure communications spending is properly monitored.
Working closely with the other main departments, particularly marketing, they collaborate directly with the marketing director to put in place an overall strategy and a communications plan. Communications directors often wear both hats, covering marketing and communications. They also work with external partners such as sponsors, sports organisations and the media.
When a sporting event is being organised and while it is taking place, they are always on hand to oversee communications on social media and inside the stadium, and to make sure sponsors are properly represented. They work closely with the stadium manager.
Their work directly reflects the company's image. They are responsible for the organisation's positioning and must uphold it. They are also responsible for public relations. Part of their job is to assert their organisation's place among its many competitors.
The main objective of a communications director is a return on investment (ROI), by attracting new customers or supporters. To achieve this, they put innovative, strategic tools in place. Social media matters enormously, because building a close relationship with supporters or customers is essential both to retain and attract customers and to build the brand.
What qualities and skills does a communications director need?
Leading a team, a communications director needs a number of essential qualities:
- Being able to work under pressure
- Having genuine leadership skills
- Having strong analytical skills
- Being innovative
How much does a communications director in sport earn, and what career progression can they expect?
This communications specialist can expect to earn between €80,000 and €100,000 gross a year, or around 7,000 euros net a month on average. Salaries vary according to years of experience and the club or organisation they work for.
A communications director working within a sports club can move on to bigger national clubs. They can change environment by joining a major sports brand, thanks to their thorough knowledge of the market, or work with an elite athlete.
They can also change department and move into marketing or sponsorship, as they also have substantial experience in these areas.
Which courses lead to a career as a communications director?
It is strongly recommended to hold a Master's-level qualification (bac+5). These five years give you an understanding of what makes the sports market distinctive and allow you to build skills in marketing, business, communications and management at a school such as AMOS.
English remains a real asset, particularly in the global world of sport. What is more, English-speaking countries are further ahead than France in sports business. An international programme will give you both a high level of English and an understanding of the international market. Experience abroad will always be a plus on your CV given the internationalisation of sports business.
