Sports and event management: career paths, salary expectations and future trends

Career opportunities in sports and event management

A background in this area of expertise paves the way for a variety of dynamic careers, allowing you to channel your enthusiasm for sports into meaningful organizational roles. With the global sports market projected to reach more than $800 billion by 2027, the demand for skilled professionals is set to rise.

A degree in this subject can open doors to roles such as:

• Sports event manager: oversee the planning and execution of major sports events, handling logistics, budgets, vendor contracts and on-the-day operations
• Event coordinator: organize event timelines, guest lists, registration and support services, ensuring smooth delivery
• Venue manager: oversee the facilities, staff and security for stadiums, arenas or sports complexes, keeping each event safe and on schedule
• Sponsorship and partnership manager: build long-term relationships with brands and secure deals that provide funding and marketing reach
• Marketing manager: develop campaigns to promote events, increase ticket sales and engage fans across social and digital channels
• Community engagement officer: create outreach programs and connect events with local communities to boost participation and event impact

Potential employers include:

• Professional and amateur sports clubs
• Event management companies
• Stadiums and arenas
• Sports marketing agencies
• City and regional sports commissions
• University athletics departments

For anyone passionate about sports and skilled in organization, sports and event management jobs offer a fast-growing, rewarding career path. 

Educational pathways for sports and event management

Launching a career in this industry starts with the right education. Employers in this industry are looking for candidates who bring business know-how and hands-on experience in planning, marketing and logistics.

A bachelor’s or master’s degree in sports and event management gives you a competitive edge, covering essential topics such as:

• Sports marketing: building brand partnerships, managing fan engagement and promoting events to diverse audiences
• Event planning: learning the fundamentals of organizing, scheduling and coordinating logistics for events of all sizes
• Finance: understanding how to manage event budgets, secure sponsorships and measure financial performance
• Leadership: developing the communication and decision-making skills needed to manage teams and oversee complex operations

One standout option is the Master of Science in Sport Management and Events at Les Roches. This program combines academic knowledge with real-world experience, offering students opportunities to work on major sports projects, network with industry leaders and learn directly from experts. Graduates leave ready to lead in international sports organizations, manage large-scale events and innovate in the industry.

No matter which path you choose, investing in a specialized degree will give you the tools, confidence and connections needed for long-term success in sports and event management.

Skills required for success in sports and event management

Excelling in this profession means balancing creativity, organization and quick decision making, all in high-pressure environments. If you’re considering a future as a sports event manager, you’ll need a broad range of skills and experience. Below, we’ll discuss the most relevant.

Organizational abilities

Managing sports events means juggling dozens of moving parts at once. Whether you’re building timelines, overseeing venue logistics or coordinating athletes and suppliers, you’ll need a system to keep everything running smoothly. Mastering digital project management tools and keeping detailed records can help you handle last-minute changes without missing a beat.

Communication

Sports event managers must communicate goals, updates and expectations clearly to everyone involved, including venue staff, vendors, athletes, sponsors and the audience. This means writing effective emails, leading team briefings and handling press inquiries with confidence. Good communication helps prevent misunderstandings and keeps everyone aligned before, during and after the event.

Problem solving

No event goes exactly as planned. You may face weather delays, equipment failures or unexpected scheduling conflicts. The ability to stay calm, quickly assess a situation and find workable solutions sets outstanding sports event managers apart. Employers want people who can think on their feet and turn potential problems into great experiences for guests and participants.

Adaptability

Sports and event management jobs demand flexibility. You may be asked to shift event formats, update safety protocols or respond to changes from sponsors or governing bodies, sometimes at short notice. Adaptable managers stay focused on the bigger picture while adjusting to whatever comes their way, ensuring every event meets its goals.

Understanding of the sports industry

A strong grasp of sports culture, league rules, athlete needs and fan expectations allows you to design events that feel authentic and run smoothly. For example, a marathon event manager must understand athlete safety and city permit requirements, while someone organizing a soccer championship needs to balance team logistics with media demands.

Leadership

A sports event manager needs to bring teams together and keep everyone focused on the goal. You’ll coordinate volunteers, guide staff and create a positive environment where everyone feels supported and motivated. Setting the tone through clear communication, encouragement and professionalism ensures your team can handle challenges and deliver a successful event.

Experience through internships

Classroom learning lays the foundation, but real-world practice brings it to life. Internships with sports organizations, stadiums, event agencies or athletic clubs enable you to apply your skills, make industry contacts and see how professionals handle challenges behind the scenes.

Employers value applicants who’ve learned first hand what it takes to manage the energy and complexity of live sports events.

Bringing these skills together prepares you for a variety of sports and event management jobs, from entry-level coordinator roles to high-profile leadership positions. As the sports and events industry continues to grow, candidates who combine education with practical experience will have the best opportunities to lead and innovate.

Salary expectations in sports and event management

A career in this industry is rewarding, with strong earning potential for professionals at every level. While salaries depend on your experience, the type of events you manage and where you work, recent data shows those employed in the field continue to command competitive pay.

• According to ZipRecruiter, the average salary for a sports event manager in the United States is around $93,443 per year as of 2024
• Entry-level roles, such as event coordinators or assistant event managers, typically start between $40,000 and $55,000 per year. With more experience, specialization or leadership responsibilities, your earning potential can rise significantly
• Senior positions, including director-level or venue management roles, can exceed $120,000 per year, especially if you’re overseeing major sports tournaments or large-scale entertainment events

What affects your salary in sports and event management jobs?

Several factors influence your earning potential in this field:

• Experience and education: those with relevant degrees (such as a master’s in sports and event management) and several years of hands-on experience tend to command higher salaries.
• Type and size of events: managing high-profile international tournaments, large marathons or championship games usually comes with greater responsibility and higher pay than smaller local or community events
• Location: salaries are typically higher in major metropolitan areas and regions with a strong sports industry presence, such as New York, Los Angeles or Chicago
• Employer type: sports clubs, major event agencies, professional leagues and large venues often offer higher salaries and more benefits compared to smaller organizations or freelance roles

Opportunities for career growth

The good news for aspiring professionals is that the outlook for sports and event management jobs is bright. The global growth of the sports industry, the rise of e-sports and the demand for large-scale live experiences are all driving demand for skilled managers and that translates into more job openings and higher earning potential.

Developing your skills, gaining relevant qualifications and building a strong network through internships or industry connections are the best ways to boost your earning potential as you progress in your career.

Industry trends and future outlook

The world of sports and event management is changing fast, driven by innovation, new audience demands and a shifting global landscape. Understanding these trends will help you stay ahead and position yourself for the most exciting sports and event management opportunities.

The rise of virtual and hybrid events

The COVID-19 pandemic accelerated the use of virtual platforms and today, many sports organizations and event planners combine in-person experiences with digital components. Hybrid events where fans can join from anywhere have expanded audience reach and introduced new opportunities in sponsorship and engagement. Event professionals now need to be skilled in technology, live streaming and virtual networking.

Growing focus on sustainability

There’s increasing pressure for sporting events to minimize their environmental footprint. Organizers are adopting eco-friendly practices, from reducing single-use plastics and improving waste management to selecting sustainable venues and offsetting travel emissions. 

Fans, sponsors and even athletes now expect events to be memorable and responsible. Event managers with knowledge of green event planning are in high demand.

Data-driven decision making

Modern sports event managers rely on a variety of information to make informed decisions. From analyzing fan behavior and ticket sales to measuring marketing ROI, the ability to gather and interpret data has become an essential skill. 

This helps managers optimize everything from scheduling to food and beverage operations, creating better experiences for fans and higher profits for organizations.

Diversity, equity and inclusion

Sports events now reflect broader efforts to create welcoming environments for all. Successful sports and event management professionals encourage inclusive participation, whether that’s designing accessible venues, promoting women’s sports or ensuring equal opportunities for athletes and staff. As the industry evolves, cultural competence is no longer optional.

Globalization and mega-events

International tournaments such as the FIFA World Cup and the Olympics showcase how sports and event management careers can take you worldwide. Managing logistics, navigating different cultures and working with global brands are now part of the job description. 

Professionals who can collaborate across borders and adapt to different markets are especially valuable.

Emerging technology and fan engagement

Tech is transforming how fans interact with sports. Innovations such as mobile ticketing, AR/VR experiences, real-time stats and personalized fan content create new revenue streams and memorable moments. Event managers who understand digital engagement are shaping the future of live experiences.

Looking ahead

As the industry grows, new sports and event management jobs will emerge, many in areas that didn’t exist just a decade ago. Whether you’re interested in e-sports, sustainable event production or data analytics, now is the time to build your expertise and stay ready for what’s next.

Ready to build your future in sports and event management?

The demand for skilled personnel keeps growing as organizations, brands and communities invest in events that reach bigger audiences and deliver lasting experiences. If you want to take your passion further, deepening your knowledge and building industry connections will help set you apart.

A specialized degree gives you a powerful advantage. At Les Roches, you’ll gain hands-on experience, learn from industry experts and join a network of professionals shaping the future of sports and event management. 

Whether your goal is to plan global tournaments, lead marketing for a major club or launch your own event business, the right education is your first step.

Ready to make your mark in sports and event management?

Main image – gettyimages Credit: Christophe Pallot/Agence Zoom / Stringer