The sports event industry is one of the most dynamic and fast-growing sectors in the global economy, generating billions in revenue and providing diverse career opportunities. From world-renowned events like the Olympics and the FIFA World Cup to local marathons and corporate sports days, the industry offers exciting roles for individuals passionate about bringing live experiences to life.
This article helps you explore the size and value of the industry, the types of opportunities available, the essential skills needed to succeed, and the day-to-day realities of working in sports event management.
The Value of the Sports Event Industry
UK Market
The UK sports industry is a significant contributor to the economy, generating approximately £39 billion annually. Major sporting events like Wimbledon, the Premier League, and The Open not only drive ticket sales but also boost tourism, hospitality, and media sectors.
The UK government has actively supported the industry, recognising its role in economic growth. Events like the 2012 London Olympics and the upcoming 2028 UEFA European Football Championship showcase the country's ability to host world-class sporting spectacles.
Global Market
On a global scale, the sports events industry is expected to continue growing due to increasing investments in digital broadcasting, sponsorships, and fan engagement. And with industry revenues at $2.65 trillion according to the Best-Howard model, nearly everyone has a link to sport.
The U.S., Europe, and Asia dominate the market, with emerging regions like the Middle East investing heavily in hosting international sporting events such as the FIFA World Cup 2022 in Qatar and the planned in FIFA World Cup 2034 in Saudi Arabia.
"According to the Country Sports Score index, the USA is the biggest sports country in the world, a nation with 193 professional sports teams. England is fourth in the rankings, and Australia is 8th. This is further broken down into cities, with New York, Tokyo, and Los Angeles being the top three. London is fourth, and behind only Buenos Aires when it comes to professional sports teams in the city, with 55." Source
Types of Opportunities in the Sports Event Industry
The sports event industry offers a wide range of career opportunities, including:
Event Manager – Plans and executes sports events, from budgeting to logistics.
Venue Manager – Oversees the day-to-day operations of stadiums and arenas.
Sponsorship & Partnerships Manager – Works with brands to secure sponsorship deals.
Sports Marketing & PR Specialist – Promotes events and engages with media.
Ticketing & Hospitality Manager – Manages ticket sales and VIP experiences.
Broadcasting & Media Coordinator – Ensures seamless live coverage of events.
Athlete & Team Liaison Officer – Manages athlete relations and accommodations.
Fan Engagement & Community Manager – Builds relationships with fans through digital and live experiences.
With the rise of esports, digital platforms, and hybrid events, new opportunities continue to emerge, blending traditional event management with cutting-edge technology.
Essential Skills for a Sports Event Manager
To thrive in the sports event industry, professionals must develop a combination of technical and soft skills, including:
Organisational Skills – Managing multiple aspects of an event, from logistics to personnel.
Time Management – Working under tight deadlines and handling last-minute changes.
Communication & Negotiation – Engaging with stakeholders, sponsors, and suppliers.
Problem-Solving – Quickly addressing unexpected challenges during live events.
Budgeting & Financial Management – Controlling costs and securing sponsorships.
Marketing & Promotion – Understanding audience engagement and digital marketing strategies.
Resilience & Adaptability – Handling high-pressure situations and unpredictable schedules.
Successful sports event managers are also passionate, detail-oriented, and proactive, ensuring that every event delivers a seamless experience for athletes, fans, and sponsors.
A Day in the Life of a Sports Event Manager
A career in sports event management is fast-paced, dynamic, and rewarding. No two days are the same, but a typical day might include:
Morning: Coordinating with vendors, reviewing logistics, and conducting site inspections.
Afternoon: Attending meetings with sponsors, teams, and marketing agencies.
Evening: Overseeing event setup, handling any last-minute issues, and ensuring smooth execution.
Post-Event: Conducting debriefs, analysing performance metrics, and planning for future events.
Sports event professionals often work evenings, weekends, and holidays, particularly during peak event seasons. While the industry can be demanding, the adrenaline of live events and the satisfaction of seeing an event come to life make it an exciting career choice.
Opportunities for Travel in Sports Event Management
One of the biggest perks of working in the sports event industry is the opportunity to travel. Professionals often find themselves working in different cities and even countries, especially in roles related to:
International Sporting Events – Such as the Olympics, FIFA World Cup, and Formula 1.
Global Sponsorship & Brand Activations – Traveling to execute marketing campaigns at major tournaments.
Team & Athlete Management – Accompanying teams to international competitions.
Sports Tours & Hospitality – Organising travel packages for fans and VIPs.
From attending events in iconic stadiums to networking at global industry summits, working in sports event management offers a unique chance to explore the world while building a rewarding career.
Is it for You?
The sports event industry is a multi-billion-pound sector with limitless opportunities for passionate individuals. Whether you’re interested in event planning, marketing, sponsorships, or logistics, there is a role for you in this fast-paced industry.
If you’re looking to break into the sports event industry, investing in professional training, gaining hands-on experience, and developing key skills can set you on the path to success.
The Event School London offers a range of industry-focused courses to help aspiring sports event professionals kickstart or progress in their careers.
Ready to turn your passion for sports into a career? Explore our courses today!
Advanced Diploma in Sports Event Management, 6 months, full-time in London
Advanced Certificate in Sports Event & Venue Management, 2 weeks in London
Certificate in Sports Event Management, 5 days London or 24 hours Virtual
MasterClass in Major Sports Event Management, 2 days London or Virtual
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