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How Sports Managers Can Be Effective Leaders

Sports manager working at her laptop on a table by window overlooking tennis courts
November 20, 2023

The sports industry relies on professionals with the leadership skills to navigate the ever-changing world of athletics. Successful sports managers combine their passion for sports with the business acumen to effectively lead athletes, coaches and other departments. If you hope to excel as a leader in the sports world, the right skills and a comprehensive education are key.

What Does a Sports Manager Do?

Sports managers work in a variety of environments: college athletics, professional sports, sport media companies, sport marketing agencies, international/national sport governing bodies and more. The job of a sports manager can vary based on their work environment, but their main purpose is to handle the business side of sports, from marketing and public relations to finance and management responsibilities.1, 2

Sports managers may work as part of a larger management team alongside coaches and other professionals, but many others may take on most or even all of the management responsibility. This is especially common for managers who work with community programs or schools. Regardless of their work environment, most sports managers1 have the following responsibilities:

  • Coordinate the team or athletic schedule, including practices, games and other events

  • Develop and monitor the team or athletic budget

  • Oversee the team or organization's marketing and public relations strategy

  • Represent the team or athletic program to media organizations and the public

  • Organize fundraising efforts for the team or athletic program

  • Communicate with donors and sponsors

  • Direct ticket sales and distribution

  • Organize non-athletic events for the team or athletic program

As a career, sports management can be both exciting and rewarding. As of 2023, sports managers earn an average salary of $62,546 per year.3 However, salaries vary based on location, work environment, education and experience. Professionals who work in this field also have the potential to move up in sports leadership.

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What Makes a Sports Manager a Good Leader?

Sports managers work with a wide variety of people, teams and organizations. For that reason, it's essential that people in this profession possess excellent interpersonal skills and are adept at collaboration. The most successful sports managers excel thanks to a variety of skills, including those outlined below.

Communication

Effective communication skills are key to success in sports management. Professionals who work as sports managers must be able to communicate with both internal personnel – coaches, athletes and other colleagues — and with members of the public, including media professionals. Both written and verbal communication skills are highly sought after by the organizations that employ sports managers.4

Honesty

As with any leadership position, honesty is an important quality for sports managers. The world of sports is highly competitive, and integrity is necessary to ensure a fair playing field for everyone involved. Honesty and morality are essential characteristics for a sports manager who wishes to maintain the trust of professional organizations, athletes and the public.4

Knowledge of Sports

Athletic experience is not a requirement for sports managers, but a foundational knowledge of the sports world is helpful. Understanding the sports industry gives professionals in this career a better chance of success. Managers who understand the processes involved in sports are more likely to go far – especially if their knowledge is driven by a passion for sports.1

Management Skills

Management skills are also essential to success for professionals in this career. Sports managers need to be able to make sound decisions for their team or athletic program, and they need to possess the ability to inspire others. A sports manager who is able to push their athletes, coaches and colleagues to do their best is more likely to find success in this field.2

Organization

Sports managers are responsible for most of the logistics associated with athletic events. For this reason, organization is an essential skill. Top leaders in sports management have the ability to manage time, schedules and other moving parts to support their team or organization in being the best they can be.1

Problem-Solving Abilities

When a team or athletic program faces challenges, they turn to the sports manager. For this reason, managers need to be able to keep a calm mind in stressful situations. They also need strong analytical skills in order to solve problems and make the decisions that are best for their team or organization. Sports managers must be resourceful problem solvers and ensure that any situation is met with feasible solutions to reach the best possible outcome.4

Why Are Ethics in Sports Management So Important?

Ethics are essential in the field of sports management. As a highly competitive industry, sport relies on professionals who act with the utmost integrity. An ethical sports manager will:

  • Enforce the rules of fair play and ensure teams and organizations are following governing regulations.

  • Help build strong morale for their team or organization.

  • Maintain the trust of athletes, coaches, colleagues and the public.

  • Make decisions that support the health and wellness of athletes and other colleagues.

How to Become a Sports Manager

Finding the right degree program is the first step in your journey to a successful career in sports management. Ohio University's Online Master of Sports Administration is the top online sports management graduate program in the U.S. as of 2023.5

In this program, you'll experience applied learning through an industry-aligned curriculum and graduate ready to pursue advanced career opportunities in college athletics, professional sports, sports media, and more. Request more information today to find out the difference a degree from OHIO can make in your sports management career.

Sources

  1. Indeed. "Learn About Being a Sports Manager (With Duties and Salary)." Feb. 3, 2023. Retrieved Nov. 1, 2023 from https://www.indeed.com/career-advice/finding-a-job/what-does-sports-manager-do

  2. Top Management Degrees. "What Do You Do as a Sports Manager?" Retrieved Nov. 1, 2023 from https://www.topmanagementdegrees.com/what-do-you-do-as-a-sports-manager/

  3. Glassdoor. "How much does a Sports Manager make?" Oct. 15, 2023. Retrieved Nov. 1, 2023 from https://www.glassdoor.com/Salaries/sports-manager-salary-SRCH_KO0,14.htm

  4. Manager Skills. "How are Great Sports Managers Different?" Retrieved Nov. 1, 2023 from https://managerskills.org/sports/traits-of-sports-managers/

  5. College Rank. "Top 20 Online Best Sports Management Graduate Programs." Retrieved Nov. 1, 2023 from https://www.collegerank.net/best-online-sports-management-masters-degree-programs/

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