What is a sports marketing manager?
Also known as the marketing research manager, the sports marketing manager carries out research work. They are responsible for promoting everything connected with the world of sport.
Whether it is a sports product, a sporting activity, an event or a sports brand, the sports marketing manager has to promote it to an audience of enthusiasts, but also to economic players and major sports clubs.
They therefore represent a product or an event, which they must promote to perfection, thanks to an action plan drawn up after market research.
They are also responsible for proposing the broad outlines of the commercial or marketing strategy of their company. To do so, they draw up a research plan to gather information on the market, the needs and expectations of their customers and on the competition.
It is the research officers who assist them in all their day-to-day tasks.
Once the results of all their research are in, they set up promotional campaigns for their product, such as advertising and manage communications in the media. The sports marketing manager must therefore be able to take the initiative, and be efficient and hands-on.
They also supervise the work of the various marketing teams, in order to design a sales pitch guide for the sales staff whose job is to convince customers.
In short, the sports marketing manager handles every step around the launch of a product or a sporting event, and may also be called upon to fine-tune a product's sales policy.
Essential since the digital transition, the role of sports marketing manager can be carried out in any type of company, from SMEs to large-scale companies. They can also work within a federation, a club or a consultancy specialising in sports marketing.
What does a sports marketing manager do?
Sport now occupies a major place in the lives of most people. The sports marketing manager must therefore do everything possible to showcase the image of the company they work for and to satisfy consumers' needs. To do so, they are given a number of responsibilities, such as:
- promoting a sports product or a sports brand: beyond promoting a product, the sports marketing manager may also be called upon to organise sporting events
- drawing up the commercial strategy of the company
- drawing up a research plan: they put this research plan in place with the help of the research officers. They therefore need to know how to manage one or more teams, and to do so diplomatically
- monitoring trends in the market
- gathering as much information as possible on consumer tastes: to do so, they go out and meet different audiences to find out their expectations
- organising promotional campaigns: they are also the one who manages communications with the media (advertising, etc.) and arranges press appointments
- convincing a targeted clientele: the marketing manager has to be persuasive, if they want to achieve the sale of their product
- being innovative and proposing new products
In short, the sports marketing manager is the cornerstone of a company's marketing strategy, which they deliver thanks to skills that are highly specific and particular to their role, but also thanks to the help of their teams
The essential qualities and skills of a sports marketing manager?
The role of sports marketing manager is far from being an easy one to break into. Not everyone has all the qualities and skills required to perform well in this field. Here are a few that will be essential if you are to excel in your future career:
- having a solid knowledge of the world of sport
- having strong interpersonal skills and being a very good listener
- knowing the market and being able to analyse it
- knowing the consumers to target, which means being observant
- being creative
- being rigorous and organised
- being convincing
- being able to adapt to any situation
- mastering marketing techniques and tools
- mastering one or more foreign languages
- mastering communication techniques and digital tools
- knowing how to manage and coordinate teams
Salary and career prospects
In practice, you have to work as a research officer for a few years before becoming a marketing manager. Over time, and by gaining significant experience, the sports marketing manager can move up to the position of marketing director, or even digital marketing manager, if they specialise in the digital field.
At the start of their career, a sports marketing manager's salary can reach €3,000 gross per month. This salary can vary depending on the organisation the manager works for, and will tend to rise with the years of experience the professional can demonstrate.
What qualifications do you need to become a sports marketing manager?
To become a sports marketing manager, you must hold the baccalauréat. To be eligible for the post of sports marketing manager, you need to study at least to Bachelor's level.
To work in a role with responsibility and to deepen your knowledge in the field of sports marketing, the ideal is to continue your studies to Master's level. Holding a master of business in Sport is in fact often preferred.
Courses to become a sports marketing manager can be taken at business and marketing schools or schools specialising in sport. There are many posts for sports marketing managers, but they are highly selective. You therefore need to make the most of your skills and your chosen course in order to stand out from the rest.
To make their dream a reality, a student who one day wants to become a sports marketing manager can train on a range of courses from Bachelor's to Master's level such as a Bachelor Marketing et Événementiel Sport (three years) or a Programme Grande École Sport Management.
Careers in sports management such as marketing manager are essential to any sports organisation. So if you want to be part of this highly sought-after world, it is essential that you are passionate about sport and about marketing!
