KickingAroundtheSportsIndustry:ACareerinSportsManagement

PeytonPruitt

EnglishIIIHonors
Mrs.Kopp
February26,2015

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PeytonPruitt
Mrs.Kopp
EnglishIIIHonors
26February2015
KickingAroundtheSportsIndustry:ACareerinSportsManagement
Theworldofsportschangeseveryyear.Theconstantevolutionofsportsmakes
choosingaviablecareerinthesportsindustryadauntingtask.Howcouldonemakeadecision
onapermanentcareerwiththedynamicnatureoftheindustry?Theorganizationofsportsteams
andprogramsaroundtheworldreliesonsportsmanagement.Despiteitsrandomhoursandthe
increasingpopularityoftheprofession,theopportunitytomeetnewpeople,traveltonewplaces,
andtheimmersionofoneselfinsportsprovidesthenecessarymotivationtopursuethiscareer.
Sincethebeginningoftime,sportshaveplayedanessentialpartofhumanculture
worldwide.Thefirstdocumentedevidenceofsportsdatesbackto30,000agoyearsincave
drawingsfoundinFrance,Africa,andAustralia(Masterman12).Thecavedrawingsfound
clearlydepictedarcheryasatrainingmethodforhunting.InNorthAmerica,ancientMayanand
Incancivilizationsusedsportssuchaslacrossetobetterpreparethemforhunting.Theseearly
formsofsportsdidnotsupplyrecreationbutsuppliednecessaryskillsneededtosurvive.
However,theGreeks,Chinese,andEgyptiansorganizedthefirstrecreationalsportactivities.
Theseearlyformsoforganizedeventsdevelopedintothefirstformsofsportsstillplayedtoday.
Insideeveryhumanliesacompetitivenature.Sportsallowthatcompetitivenatureto
emergebytestingtheextensionsofonesbodywiththeoveralldesiretoreachselfcompletion
(KurtzmanandZauhar7).Whengiventheopportunitytodisplaydominanceoveranother

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human,thecompetitivenatureofhumanssubconsciouslyrisesinanattempttowin.Humans
feelengagedwhentheyconnectwithothersonanissuewithanunpredictableoutcome.Sports
alsoconnectallhumansbydeeplyinfluencingsocialelementssuchasstatus,race,businesslife,
automotivedesign,clothingstyles,languagesandethicalvalues(8).Apreconceivednotionthat
oneracestandssuperiortoanotherrelatesbacktotheinnatecompetitivenessthatlieswithin
everyone.Thesameinnatecompetitivenessthatoneusestoassumethatthetypeofcarone
drivesdeterminestheirsocialstatus.Overall,sportsprovideapositiveoutletforcompetitive
energy.
Whentracingthehistorytotheoriginalcreationofsportsmanagement,Englandreceives
thecredit.TheBritishempireheldastrongimperialinfluenceovereveryothercountryinthe
eighteenthandnineteenthcenturywhichprecedentedthestrongsportingculturestillpracticed
today(CrossetandHums45).Duringtheeighteenthcentury,theEnglisharistocracyorganized
sportsclubsinwhichonlytheeconomicallypowerfulmengainedmembership.Theseclubs
wouldholdannualgatheringswherememberscouldsocializeandcompeteingames(Crosset
andHums5).Bythenineteenthcentury,clubsinEnglandbegantoregulatedisputes,organize
sportsintospecificseasons,andsetspecificguidelinesforeachgame.Sportsestablishedoutside
ofEnglandsuchasbasketball,gymnastics,andgolfbegantofollowthesameorganizational
structureofsportsdevelopedinEngland.
Overtime,sportsevolvedthus,sportsmanagementalsoevolved.Whatstartedwith
wealthymenpartakinginleisurelyactivities,transformedintocommunitybasedsportsnow
commandeeredbyglobetrottingventurecapitalists(Newman605).Intheearly1970s,women
hadnotyetacquiredtherighttoparticipateinopenamateursportingorganizations.The

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AmateurSportsActopenedthedoorforwomentoparticipateinthemaledominatedinstitution
ofAmericansports(Lopiano).Eventhoughmaledominatesportsexhibitahigherparticipation
rate,thepopularityofwomenssportscontinuestogrowexponentiallyeveryyear.The
FIFAWomensWorldCupillistratesaperfectexampleofthisgrowth.WhenthefirstWomens
WorldCuptookplacein1991,only12teamscompetedinthetournament(McMahon1).This
year,theWomensWorldCupincludestheadditionoffourmorecountriesmakingagrandtotal
of16qualifiedteams(2).Theincreaseincompetitorscorrelatestotheincreaseinspectator
attendancewithexpectednumberspredictedatover850,000.Inlikemanner,youthsports
expandedfromthetypicalrecreationalandcommunitybasedteamsforboystoamoreunisex
platformofprivatelyorganized,paytoplayprogramsasof2012(Newman606).Thekeytothe
foundationoftheseorganizationsliesineffectivesportsmanagement.Thecombinationofthese
progressivephaseseventuallymaturedintotheformofsportsmanagementseentoday.
Sportshaveexpandedfromsimpletraininggamestocountrywideobsessions.Major
LeagueSportsintheUnitedStatessuchastheNationalFootballLeague(NFL)andMajor
LeagueBaseball(MLB)greatlyimpacttheUnitedStateseconomyannually.TheNFLproduced
aprofitof$7.1billionin2007withtheSuperBowlaloneproducing$336millionofthetotal
profit(MillerandWashington19111).SurpassingNewYearsEveasthemostviewedtelevised
broadcasteveryyear,theSuperBowlcapturestheattentionofmillionsofAmericansforhours.
TheWorldSeries,baseballsequivalenttotheSuperBowl,bringsinaprofitof$61million.To
participateinthememorablegame,peopletravelfromalloverthecountry.Over50million
adultsattendanorganizedsportingeventwhiletraveling50milesfromhome,withbaseballas
themostpopular(78).OthermajorleaguesportssuchastheNationalBasketballAssociation

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(NBA)andNASCARracingjoinpeopletogetherfromalledgesofthecountry.Sportshavean
indescribableimpactonallfans.
Internationalsportsmanagementrequiresdelicacyandconstantresearchtomaintainup
todateinformationabouttheeverchangingsportsindustry(Ratten764).Withproperplanning
andmarketingtechniques,globalfanbasescanformintheblinkofaneye.Brandingacross
differentcountriespromotessportingorganizationsanddrasticallyincreasesfanbases.
Technologyalsoimpactsthemarketbyshowingtelevisedcommercialsaroundtheworldand
displayingadsoncomputers.CompaniessuchasNikeandReebokreachathletesandfans
aroundtheworldthroughbothtechnologyandfranchiseadvertisingwithteamslikeRealMadrid
andeventsliketheOlympics(765).TheOlympicsfueltheglobalinterestinsportstourismand
furtherincreaseprofitsforsportorganizations.TofurtherexpandthefanbasefortheOlympics,
organizersplacedregulationstorotatethehostcountryoftheOlympicgamesbetweenthe
NorthernandSouthernhemisphereseveryfouryears(767).Rotatingthelocationofthegames
givesfansfromdifferentsectionsoftheworldtheopportunitytocommutetothegamesand
experiencetheminperson.TheFdrationInternationaledeFootballAssociation(FIFA)
replicatesthesameideaofrotatinglocationsbypresenttheFIFAWorldCupinadifferent
locationeveryfouryears.
Propermarketingandbrandingtechniquesdifferentiatesuccessfulsportsprogramsfrom
weakprograms.RealMadrid,anexampleofasuccessfulftbolprogram,participatesinthe
UnionofEuropeanFootballAssociations(UEFA)ChampionsLeague.Fortwoconsecutive
years,
ForbesMagazine
hasrankedRealMadridasthemostvaluableathleticteamintheworld
withanetworthof$3.44billion(Badenhausen).Barcelonasitsinsecondplacewithanetvalue

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of$3.2billionandfellowEuropeansoccerteam,ManchesterUnited,roundsoutthetopthree
withanetvalueof$2.81billion(Badenhausen).SowhatmakesRealMadridsovaluable?After
claimingtheirtenthChampionsLeaguetitleattheendofthisseason,sponsorspouncedonthe
chancetopossiblytopositiontheirlogoontheteamsjersey.Inadditiontoapayoutof$78
millionafterclaimingtheleaguetitle,AdidasandEmiratesholdcurrentmajorsponsorshipswith
theteam.Emiratespays$39millionannuallytodisplaytheirlogoacrossthefrontofthe
uniformsAdidassuppliesfor$41millionayear(Badenhausen).PlayerslikeCristianoRonaldo
alsoaddtotherevenueandvalueoftheteam.AsthereigningUEFAChampionsLeaguePlayer
oftheYear,RonaldosirreplaceablepresenceonthepitchmakesRealMadridthemostvaluable
inbothmarketingandtheteamsstandingintheleague.RealMadridsglobalfanbasecontinues
toincreaseeachyearandmerchandisesalescomefromallcornersoftheglobe.Thevalueof
thisteamrepresentsmorethanmoney,itbringspeopletogether.
Slightdifferencesoccurbetweenregularmanagementandsportsmanagement.Sports
managersmustfirstobtainabasicknowledgeinmanagementpracticesbutadditionally,havea
solidunderstandingofsportsandthepeopleinvolvedinthem(Watt116).Sportsmanagement
dependsonmanagingtheworkplace,thecustomers,daytodayoperations,thefacility,the
activity,thedevelopmentprocess,andpartnershipworking(Watt115).Alltasksthatregular
managersmustperformonadaytodaybasispresentthemselvesindifferentsettingsforsports
managers.Sportsmanagersmustadjustregularmanagementskillstofitwiththedifferent
settingsandsituations.Managementwithinsportsalsocontainsspecificsthatwouldnotoccur
withinregularmanagementpracticessuchas:eventmanagement,tourism,marketingand
sponsorshipdeals,andathleticrepresentation(MillerandWashington89).

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Peoplelookingtohireamanagerconsidermultiplefactorsintheinterviewprocess.The
firstthingthattheyconsidermayincludethecandidatespositiveimpactoncustomersatisfaction
(Watt119).Abusinesscannotexistwithoutcustomers,sobusinessesmustkeepcustomers
satisfiedandhappyinordertosurvive.Otherconsiderationsincludeincreasingefficiency,
productivityandinstallingamanagementteampushesacompanytowardsthosegoals.A
successfulbusinessusesitsresourcestoprovidethemostproductiveandprofitableservicesto
customers.Managersassistthisprocessbysettinggoalsforemployeesandmaintaininga
routinetomaximizeproductivityandincreaseprofits.Asprofitsincrease,companieswillalso
experienceanincreaseinmarketpresence.Anessentialpartofbusinesscomesfromstaff
supportandproductivity,bothofwhichmanagershaveresponsibilityover.Byhiringmanagers
onecouldexpectareductioninaccidentsandabsencesandanincreaseinparticipationand
success.Whateverthereason,hiringamanagerwillbenefitabusinessinmorewaysthanone.
Toeffectivelyachievethegoalofqualitymanagement,onemustadheretoachecklistof
steps.Thekeytoasuccessfulmanagementjobliesinnotonlyknowingthecustomer,andthe
abilitytoassesstheirneed(Watt118).Themanagermustorganizeefficientandconsistent
servicesthatmeettheidentifiedneedsofthecustomer.Costplaysamajorroleintheworld
todaysofindingthemostcostefficientwaytodeliverservicestothecustomerwillproducethe
mostprofit.Manytendtoignoretheimportanceofhowprovidingmanagementservicesaffects
thebusinessandsurroundingcommunity.Deliveringservicesinanattractivewaytothe
communityandmakingsurethatstafffollowsallhealthandsafetyguidelinesthroughoutthe
entiretyoftheeventearnsthecompanysuccess.Followingallofthesestepswillultimately
resultinsatisfiedcustomersandanincreaseinprofits.

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Assportsandtechnologyevolvedovertime,morepeopletraveltosportingeventsfarther
andfartherfromhome.
SportsBusinessJournal
displaystheannualmarketforsportstourismas
$44.5billion,withspectatorscontributingto$40.8millionofthattotal(MillerandWashington
78).Whenpeopletraveltheymusttakeintoaccounttheexpensesofgasorairfare,hotel,food,
andtheactualticketpriceoftheevent.Theeventsleaveamajoreconomicimpactonthehost
locationsomanagingthehappinessofthefansthatpresenttheinitialinvestmentincreases
revenue.Sportsmanagersmustattractandtransportvisitorsandaccommodatethembycatering
totheirneeds.Spectatorsinfluencetheachievementethicofsportprogramsandifthefansfeel
thattheydonotreceivethetotalvalueoftheirmoney,thelikelihoodofthemreturningtorelated
futureeventsdecreases(KurtzmanandZauhar67).Sportstourismthriveswhenthesports
managerdisplaystheabilitytosynchronizestaffing,planning,organization,andleadership(12).
Onecaneasilyachievethisdelicatebalancewithproperplanningandandprioreducation.
Tourismdisplaystremendousimplicationsonthetotalsuccessoftheindustry.
Sportsmarketingservesasanotherimportantbranchofsportsmanagement.Definedas
theactivityforcreating,communicating,delivering,andexchangingofferings,marketing
producesvalueforcustomers,clients,partners,andsocietyatlarge(ShankandLyberger).
However,sportsmarketingexhibitsamorespecificchallengebecauseonemustapplyregular
marketingtechniquesandprinciplestosportproductswhileincorporatingtheassociationof
sports.Thisoftenprovesadifficulttaskwiththedynamicandcomplexsportsindustry.
Franchisevaluesincreaseeveryyearandindividualathletessalariescommonlyexceedthe
milliondollarmark.Today,sportsmarketersrealizethatimagedeterminesthebottomline
(ShankandLyberger).Thehighestpaidathletesoftenpossesslesstalentandreceivemore

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popularitythanthemoretalentedathletesthatoftengounrecognized.Theimagethatappearsin
themediasattentiondeterminesoverallsuccessintodayssociety.Marketersmustmanage
imageinordertosucceedintheindustry.
Eventplanninginthesportsindustrycanfallundertwodifferentcategories.Thefirst
typeofeventfocusesontheactualplayingofthesportandattractingspectators.Theseevents
formcommunitiesbasedonthecommoninterestinthecompetition.Sporteventsnotonlymake
animpactonindividualsocialagendasbutalsobenefitcommunitieseconomically(Peacheyetal
86).
ForbesMagazine
predictsthateventssuchastheWorldCupwillbringaminimumof$4
billioninrevenuebasedoncalculationsfrompreviousyears(Ozanian).Thesecondtypefocuses
moreonthebusinesssideofthesportaswellasinternalsuccessthataveragefansmaynever
see.Thiswouldentailtheplanningofacorporatesocialeventsothatfutureinvestorsand
ownersoftheteamhavetheopportunitytotalkinamoreformalenvironmentthanasportfield
(Peacheyetal8687).Totheaverageeyethisseemsunimportantbutwithouttheproper
planningofcorporateevents,teamsmaynotreceivethecorrectinvestorsorfinancesandthe
programcouldcollapseinternally.Nevertheless,onemusthandlebothtypesofeventswithcare
andproperattentiontodetail.
Asthepopularityofathletescontinuestogrow,sodotheirsalariesandalsothe
expectationsofthefans.Manyathleteshireagentstorepresenttheirlegal,financial,and
personalinterests.Stereotypesoftenrefertoagentsasdeceitfulandgreedywheninreality,
agentsonlywanttohelptheirclientssucceed.Thecompetitivenessofsportshasturnedsports
agenciesintoamultibilliondollarindustry(Steinberg).Athletesatthecollegiateorprofessional
levelmustfocusonperfectingtheirtalentsandshouldnotworryaboutincomeandendorsement

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deals.Therulessetbystatesandcollegesallowathletetofocusontheirskillsandworryabout
hiringagentslater.Agentsmustalsoadheretothemanyrules,setbyplayerassociations,that
restrictcontactduringcertainpointsinaseason.Iftheagentsbreaktheserules,theirathlete
couldlosealleligibilitytoadvanceinthesporteveragain(Steinberg).Athletescountonsports
managerstoprotecttheirfutureandhelpfurthertheirsuccess.
Sportsmanagersmustalwaysexpectedtheunexpected.Asmentionedbefore,the
dynamicnatureofthesportsindustrymeansthatsportsmanagersmustadjusttoanysituation
thatoccurs.Onecouldenrollinmanydifferentclassesintheprocessofbecomingasports
managerbutalloftheeducationmaystillnotproperlyprepareamanagerforeverything.
Expertsrecommendtakingpsychologyclassestopreparefortheconstantinteractionwithothers.
GregJones,teammanagerofRileyMotorsports,statesthebiggestskillrequiredishowtodeal
withpeople.Iwishhadtakenmorepsychologyclassesincollege.Facetofaceinteraction
makesorbreaksasuccessfulsportsmanager.Themanagersrepresenttheircompanyand
leavinganegativeimpressiononacolleaguemaystrainfuturerelations.Alongwith
psychology,recommendedcourseincludebusiness,history,management,andadministration
techniqueswhenpreparingtoadvanceintosportsmanagement(KurtzmanandZauhar6).
Knowingthehistoryofsportandpreviousmistakesintheindustrypreventstherepetitionofthe
samemistakes.Studentsneedmanagementandbusinesscoursestobetterpreparethemfor
futureleadershiprolesandtheinternalfunctionsofthebusiness.
Theflourishingsportsindustrycontinuestogrowlargereachyearmakingcareersinthe
industrymuchmorecommon.Likewise,moreschoolsnowofferdegreesforsportsmanagement
andappearinvariouslocationsaroundtheUnitedStates.OhioUniversityandtheUniversityof

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MassachusettsAmherstrankasthetoptwouniversitiestooffersportsmanagementprogramsin
theUnitedStates(Belzer).Forthelast40years,OhioUniversityholdsthetitleofthemost
prestigiousoftheinstitutionsduetoitsstrongalumninetworkthatprovidesopportunitiesfor
futuregraduatesoftheprogram(Belzer).Over1,200alumnicurrentlyholdmanagement
positionsanywherefromintercollegiateteamstomediaagenciesforprofessionalsports.The
UniversityofMassachusettsAmherstIsenbergSchoolofManagementrankssecondtoOhio
University.Thisuniversitypridesitselfinthevarietyandqualityoftheinformationtaughttoits
students.Choosingtherightuniversitydependsontheintensityofanindividual'scommitment
toexcelinhisorhercareerpathaftergraduating.
Aftercollege,graduatesbeginsearchingforjobsinthesportsindustry.Intodayssociety
thiscanproveadauntingtaskduetothesurplusofpositionsthatdominatethemarket.This
makesitextremelydifficultforgraduatestofindahighpayingjobstraightoutofcollege.On
topofthat,75%ofpresentdaysportsmanagementprogramsrequireinternshiporpracticum
requirements(Newman606).Internshipsofferedincollegeyieldasignificantadvantageto
anyonepreparingtoenterthesportsindustrybyprovidinghandsonexperienceunderthe
guidanceofaseasonedprofessional.Laboreconomistswillalsoarguethattheexpansionof
sportmanagementprogramsandexponentialincreaseingraduatesfromthoseprogramscomes
asagreatbenefittocorporatesportprograms(606607).Thecompaniesgainfreelaborandin
returntheinternsthemselvesgainknowledgetopreparethemforthefuture.Manywillalsofind
thatprofessionalsportsfranchises,suchastheNFLandNBA,offerinternships.Statisticsshow
thatofthe266jobslistedthroughall132professionalfranchises,internshipsandcommission
basedpositionsmakeup71%ofthosepositions(607).Duetotheextensiveamountofviable

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careerpathsthatonecouldchoose,theopportunitytolearnandfurtherexplorethedifferent
facetsofsportsmanagementpresentsendlesspossibilities.
Likeeveryprofession,sportsmanagementdisplaysnegativesaspectsofthejob.
Managersmustalwaysarrivetothesitefirstandleaveaftereveryoneelse.Thelong,fiftyor
morehourweeksembodyamajorsetbackwhenconsideringthiscareer(Jones).Dependingon
thetypeofsportsmanagement,travelingcouldalsoproveanegativeforsome.Onecouldspend
weeksontheroadatatimetravelingfromplacetoplace.Inthesportsindustry,onemust
commonlyinteractwithprofessionalathletes.Insportsandmotorsportstherearealwayslots
ofegossolearninghowtomanagethoseegosisimperative(Jones).Althoughachallenging
tasktohandlethisinaprofessionalmanner,somemayviewthisasanegativeandsomea
positive.Duetothelonghours,egos,andconstanttravelinginsomecases,manyleavethefield
ofsportsmanagementsimplybecausetheybecomeburntoutandcannotdealwiththe
personalitiesanylonger(Jones).Successfulmanagershandlethesesituationswithpatienceand
dexteritytoprovideacompleteendresult.
Afterresearchingallaspectsofsportsmanagement,onemayrealizethatsports
managementprovidesmanagerstheopportunitytoimpactagrowingindustry.Theydothisina
varietyofwayssuchas,planningimportantcorporateeventsthatbettertheinternalfunctionsof
acompany.Thechancetocontributetoaboomingindustrymakesthelonghours,constant
travel,andcompetitiveindustryworthwhile.

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