The crowd roars as a buzzer-beater clinches a playoff spot — but behind the scenes, a different kind of play is unfolding. In the hours leading up to the game, a sports marketing professional has helped organize themed merchandise giveaways, coordinated influencer posts and closed a partnership deal with a major beverage brand.
This blend of passion, promotion and precision is sports marketing. For those interested in pursuing this high-energy career path, the online Master of Science in Recreation with an emphasis in Sports Management program from Northwest Missouri State University can offer those who are passionate about marketing and promotion a practical, focused route into the sports management field.
What Does a Sports Marketer Do?
Sports marketing is a specialized branch of marketing that focuses on promoting teams, events, athletes and related products or services to increase fan engagement and generate revenue. As Creatitive explains, it’s not just about selling tickets — it’s about “bringing sponsors and athletes together to create long-term and profitable relationships.”
These professionals work behind the scenes to develop and manage marketing campaigns, maintain media relationships and grow an organization’s or athlete’s brand presence. Sports marketers help drive the visibility and profitability of athletic brands by building strategic partnerships and telling compelling stories across platforms.
Sports Marketing Jobs and Their Tasks
There are a variety of career opportunities for individuals who pursue a job in sports marketing. Here are some of the most common roles, along with what they do and how much they typically earn:
Sports Brand Manager
A brand manager is a public relations specialist responsible for shaping and maintaining a strong brand identity. In the sports industry, these professionals develop marketing strategies to promote teams, major league athletes, merchandise or venues. Their work plays a direct role in driving fan engagement and boosting revenue through increased ticket and merchandise sales. According to Indeed, these professionals can earn an average of $84,512 per year.
Sports Advertising Manager
Advertising managers in sports marketing lead the strategy and execution of promotional campaigns across various platforms, including print, radio, television and digital media. They manage teams responsible for creating ads and negotiating contracts with media outlets to secure placement for commercials and sponsored content. According to ZipRecruiter, the average national salary for an advertising manager is $83,488 per year, making it a competitive and rewarding role in the marketing field.
Promoter
Promoters help generate excitement around sports events by publicizing games, spotlighting key athletes and driving ticket sales through strategic marketing efforts. With an average national salary of $45,967 per year, they play a vital role in coordinating campaigns that boost attendance and fan engagement, often managing everything from event announcements to media outreach.
Core Competencies in Sports Marketing
Every successful sports marketer shares a foundation of essential competencies. Communication is critical — these professionals must write, speak and present ideas clearly to fans, stakeholders and internal teams. Creativity drives new ideas for promotions, campaigns and brand storytelling.
Analytical thinking and digital fluency are just as vital. Sports marketers track audience data, interpret performance metrics and optimize strategies to achieve engagement goals. As Indeed points out, professionals in these roles also need negotiation skills and an understanding of business partnerships to secure sponsorships and build industry relationships.
How to Become a Sports Marketer
Many in the field begin with a background in education, athletics or marketing, gradually transitioning into specialized sports roles. Internships, coaching experience and working with campus athletics can all provide valuable exposure to the marketing side of sports.
An advanced degree can provide a direct path into the profession. The online MSR in Sports Management at Northwest Missouri State University offers a flexible, focused option for working professionals. With coursework covering leadership, communication, ethical challenges, and human performance research, the program helps students prepare for roles within sports marketing and beyond.
Learn more about Northwest Missouri State University’s online Master of Science in Recreation – Sports Management program.
