Why Smart, Business-Savvy Women Should Consider a Career in Sports Management

What advice do you have for women looking to get into this industry?

Do your research and find a sport management program that is housed within a business school, has a high job placement rate, and offers an extensive alumni network within the sports industry. Also, it’s never too early to build your network and add to your resume. Be strategic and connect with people working in parts of the industry you find interesting or exciting.

Volunteering for different sporting events, asking to job shadow, or doing a summer internship are some ways to meet executives and get practical, hands-on experience within the sports industry.

How can someone first starting out determine what part/sector of sports management is right for them?

Follow your interests but be open to opportunities in all areas and types of sport. Job shadow or conduct informational interviews with people working in sport analytics, social media, marketing, event management, or community relations to name a few. Ask them what their typical week entails and what parts of their job bring them joy (or frustration).

Remember sport reaches beyond professional team sports. For instance, we have alums working in sport marketing agencies, college athletic departments, league offices, conferences, nonprofit sport organizations, and sport governing bodies. Whether you know what you want, or have no idea, gaining exposure is the best way to find your place in the industry.  

What do you think is most exciting about the future of sports management?

The research is clear: companies with more gender diversity in management positions are more successful. Sport organizations increasingly understand the value women bring and are starting to emphasize the importance of diversity and inclusion.

Teams and leagues across all major sports are hiring women for top executive positions and will continue to do so in the future. As such, there has never been a better time for women to consider a career in sports. There are opportunities — especially for talented, business-savvy women.

Why is it important to encourage women to play a bigger role in this industry?

Women can be the change we want to see in the sports industry. For example, women need to play an essential role in shaping new policies related to equal pay, player safety, domestic violence, sexual assault, etc. In addition, women need to collectively raise their voices to celebrate the successes of women in sport.

One of our rising juniors, Alannah Scardino, recently did this when she organized a Women in Sports Night for the Rochester Red Wings. Her efforts show that all women, regardless of position, can make a meaningful impact in the sports industry.

What advice do you have for women looking to get into this industry?

My advice for women looking to get into the sports industry is to volunteer with sports organizations and events as often as possible and use these opportunities to network with sport business professionals. Employers are looking for individuals who have taken the initiative to get involved. Having multiple experiences related to sales, promotions, event operations, and customer service will help set your résumé apart from the rest.

At Old Dominion University, many of our sports management courses include experiential assignments that require students to volunteer at sporting events and interact with sport business professionals so they can gain experience, build their networks, and acquire hands-on knowledge and skills needed to be successful in the sport industry.

Another tip is to find a mentor, and this person could be a woman or a man. The key is to find someone well-connected and respected in the sports management field who is willing to provide support and guidance as you enter the industry and navigate through your career.

How can someone first starting out determine what part/sector of sports management is right for them?

There are a variety of sectors within the sports industry including youth sports, intercollegiate athletics, professional teams and leagues, facility and event management companies, sports marketing agencies, and more. Organizations within each of these sectors need employees who are knowledgeable about sports management and marketing concepts, as well as financial and legal aspects of sports. Earning a degree in Sports Management from an institution like Old Dominion University is an excellent way to obtain this knowledge.

To determine which area in sports might be the best fit for someone starting out, I recommend being intentional about seeking a diverse range of volunteer and internship experiences. This will allow you to find out what you like and what you don’t like about working in the sports management field. It will also enable you to better understand your own skill set and how it can be applied to add value to a sport organization.

Some individuals may excel at sales and marketing while others prefer working behind the scenes in finance or event operations. Keep in mind that the path to your dream job may not be fast nor linear. Nevertheless, with each job acquired, you should try to have a positive outlook on the experiences you are gaining and professional connections you are making. Your attitude determines your altitude!  

What do you think is most exciting about the future of sports management?

It has been exciting to see more opportunities for girls and women to play sports since the passage of Title IX, and I hope the future includes more opportunities for women in front office positions as sport business leaders. NBA Commissioner Adam Silver recently said he wants half of new referees joining the league to be women and he would like to see teams hire more female coaches. He stated, “There is no reason why women shouldn’t be coaching men’s basketball.” The same can be said about women in front office management positions.

Sports management has historically been the domain of men, however, many women have excelled as sports leaders, including Anita DeFrantz, International Olympic Committee vice president and executive board member; Christine Driessen, executive vice president and chief financial officer of ESPN; and Kim Ng, senior vice president of baseball operations for MLB.

While these women and many others have enjoyed successful careers as sport managers, women are still underrepresented in the sports industry workforce, especially at the executive levels of management. A future that includes more women in leadership roles is one that would be exciting and add value to the sports management field.    

Why is it important to encourage women to play a bigger role in this industry?

There is a need for more female role models and mentors in the male-dominated sports industry. Having more women’s voices at boardroom tables would enrich dialogue, improve decision-making, and ensure sport organizations are meeting the needs of all stakeholders. Women could contribute to a climate change in sports management that would embrace more diverse and inclusive policies and practices to positively impact athletes, administrators, sponsors, and fans.  

What advice do you have for women looking to get into this industry?

The formula that has worked best for me is: superpower + passion + no way = happiness. First, you need to figure out your “superpower.” For me, I am a great problem solver. Second, I love helping others and really can’t help myself but assist others. Lastly, I know exactly what I don’t enjoy doing.

How can someone first starting out determine what part/sector of sports management is right for them?

You don’t know exactly what you like until you try it. I encourage anyone looking to get into the sports industry to get as much exposure as possible (shadow, intern, volunteer, have informational interviews, etc.) with different positions.  At the end of the day, your first job is not your last job!

What do you think is most exciting about the future of sports management?

The evolution of fans and new consumers is fascinating to me. Sports must adapt to the changing digital landscape and look for new opportunities. Is that eSports? Is that a complete overhaul of traditional season ticket members? How can the experience at venues adapt for the “digital native” fans?

Why is it important to encourage women to play a bigger role in this industry?

Half of the potential consumer base is girls and women. Leading organizations in sport and entertainment have recognized the need to increase diversity and inclusion in the workforce. We need women in all levels of sport so we have role models and see people just like ourselves.

What advice do you have for women looking to get into this industry?

Find every opportunity that you can to contribute and learn. The more people you can meet and the more organizations you can have experience with, the more you will grow and become talent that organizations can’t pass up.

How can someone first starting out determine what part/sector of sports management is right for them?

Three things come to mind: First, do your research and talk to anyone and everyone that will have a conversation with you. Second, find an organization that aligns with your own core values. And finally, know what you like and don’t like to do. If it doesn’t inspire you, don’t do it!

What do you think is most exciting about the future of sports management?

The sports industry is always finding new ways to expand, evolve, and adapt to changes in culture and society. It’s a roller coaster, but ultimately the most exciting thing for me is that we are always finding new ways to create community and bring people together.

Why is it important to encourage women to play a bigger role in this industry?

Women playing a larger role in sports organizations brings to the table alternative points of view, values, attitudes, knowledge, experiences, etc. This is critical for the success of sports organizations and healthy growth in the industry.

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