For the Sports Manager: Laying the Foundation for Professional Evolution in Sports Management

By: Gary Watts III

Published: September 13, 2022

Blythewood, S.C.

---

I recently completed my Masters of Science program in Sports Management which gave me valuable knowledge on how in-depth the business strategies within the sports industry can play a role in the success or failure of organizations and employees.

In my academic studies, I have learned that the sports industry is a complex structure and houses various unique practices that come in the form of general business, legal, and management activities. These concepts factor into how the sports industry is organized and sports managers must be able to navigate the complex, but highly rewarding processes.

"It has been said that sport today is too much of a game to be a business and too much of a business to be a game" (Masteralexis, et al, 2019, pg. 32)

The global sports industry is experiencing substantial growth. The website Research and Markets states "the global sports market is expected to grow from $354.96 billion in 2021 to $501.43 billion in 2022 at a compound annual growth rate (CAGR) of 41.3%." ("$350+ Billion Worldwide Sports Industry to 2031," 2022). That growth will continue to rise as it is expected to reach over $700 billion by the year 2026.

Keeping the financial scope in mind, sports managers must understand that no matter their organizational role, they must be able to organize and work with their most notable asset, which is "people".

Sports organizations are composed of various departments, teams, and stakeholders who work together to achieve organizational success and efficiency. Sports managers must be able to manage professional interactions across their respective organizations and partnerships to have the best opportunity for success in their role.

Sports managers can fall under various titles that include Athletic Director, General Manager, Director of Marketing, Head Coach, etc. In these roles, sports managers must successfully engage in a number of functional areas to complete work-related activities that align with their job function.

---

Key Functional Areas for Sports Managers:

• Planning

• Organizing

• Leading

• Evaluating

---

For example, a head coach for a sports team will want to be sufficient in game preparation and planning. A coach will also want to be proficient at organizing activities and data to prepare for any upcoming competition.

Items such as managing playbooks and game plans, team travel, and roster depth charts are a few more examples of tasks for an H.C. in the functional areas of planning and organizing.

Next, a head coach will need the ability to lead their players and staff into competitive matches, while managing achievements and obstacles on and off the field.

Lastly, a head coach will need to engage with their respective coaching staff and players to complete tasks such as evaluating game film and providing constructive feedback on strengths, weaknesses, and opportunities that are present.

The main functional areas for sports managers are used as a guide to help navigate a number of events that make up their job responsibilities. It is good to note, that sports managers can look to expand their career opportunities by successfully mastering all functional areas that are incorporated into their role.

Along with this, sports managers will also want to evolve several key skills in their respective roles as they navigate through the allotted functional constructs. Mastery of the functional areas above can ensure that a sports manager is fluent in utilizing key skills to enhance the value of their role.

---

Top Key Skills for a Sports Manager:

• Collaborating with People

• Oral/Written Communication

• Managing Diversity & Technology

• Decision Making

• Adapting to Change

• Organizational Politics

---

In summary, a sports manager can come in many different forms and does not have to be confined to any single title. One should carry the ability to take initiative, work independently and within teams, and work to propel athletes and/or organizations to success.

Also, mastering the necessary functional areas and evolving their professional key skills can assist in enhancing the opportunities that are available.

"The measures of a good sport manager are flexibility and the ability to move with changes so that the sport organization and, more importantly, the people within the sport organization, continue to grow and move forward successfully into the future" (Masteralexis, et al, 2019, pg. 49)

Sports managers should be flexible in their role and possess the ability to change with the ever-evolving sports landscape. Although, a good sports manager will understand that thing that will never change is the need to serve the organization's most valuable resource, people.

If you are in need of assistance, ASE Sports will be happy to help!

We offer various services that are valuable to the success of student-athletes, their parents, and sports managers that can help to evolve skills and attributes within the sports segment.

Feel free to reach out to us with any inquiries and we will be in touch!

~REFERENCES~

*Barr, C. A., Hums, M. A., Masteralexis, L.P. (2019). Principles and practice of sports management. 6th ed.

*($350+ Billion Worldwide Sports Industry to 2031 - Identify Growth Segments for Investment. (2022). Research and Markets. Retrieved from https://www.globenewswire.com/news-release/2022/03/10/2400658/28124/en/350-Billion-Worldwide-Sports-Industry-to-2031-Identify-Growth-Segments-for-Investment.html