Sport Business, or how to combine profession and passion in higher education?

By The Fab Studentpublished February 3, 2022

8 min

In 2019, the sports market weighed almost 800 billion euros worldwide. It mobilizes more and more players present on all fronts (textiles, sportswear, media coverage of professional athletes, video games and social networks) and brings forth new professions, from sporting events to industry, including sports business or marketing. Sport Business is a promising area of ​​activity that allows you to develop in a thriving market, with the key to many career opportunities and various missions!

What is the profession of the sports industry?

Sport Business is a sector with great potential. The professions in sports marketing are varied and flood many sectors: media, events, mass distribution, entrepreneurship …

Communication, marketing, management or events, the possibilities are many

Sport Business offers a large number of professional perspectives. On a daily basis, Sport Business relies on the know – how of professionals in logistics, innovation and sports tourism.

The Sport Business industries therefore cover various areas of activity such as events, sports marketing, trade and sponsorship. Electronic sports (or esport) is also a sector of the future and relates to the practice of competing video games, alone or with others. Sports Business subjects continue to develop and are aimed at all types of profiles.

Sport Business: Who do the professionals in sports marketing turn to?

You do not have to be a professional athlete to practice this field. More than a hobby, sport is a specific universe with its own codes. To work in Sport Business, it is necessary to know the sports environment well and have knowledge of communication. Rigor, involvement and accessibility are also part of the necessary qualities.

Higher education in Sport Business profession: 3 profiles, 3 paths, 3 areas of expertise

Louis, Yvan and Baptiste turned to the Sport Business specialization offered by ESC Clermont Business School to realize their dreams and realize their professional projects.

Louis, from assistant stadium manager to team manager for Provence Rugby

In addition to experts in marketing, events and communications, there are also many manufacturers of sports equipment, player agents or even stadium managers who manage the operation of a stadium.

During the final year of his master’s degree at ESC Clermont Business School, Louis contacted the Provence Rugby club and begins his shift as assistant stadium manager. “I took care of the stadium and the arrangement of sporting events”, explains the young man. Last summer, he was hired on a permanent contract as a team leader and is mainly responsible for the players.

In addition to the logistics organization, Louis takes care of the administrative management and the team’s travels: “I am an intermediary between the administrative department and the players. On game days, I am constantly in the group. (…) I book hotels, I make suggestions to the sports director according to his needs and his budget. I manage applications for residence permits and am in contact with the prefecture. In addition, I am responsible for managing the car fleet and the club’s staff. (…) It is a very complete passion profession! »

Yvan, responsible for the relationship with supporters of Clermont Foot 63

The evolving Sports Business sector faces new social, digital, economic, health and safety challenges. It must actually rethink its organization and its communication strategy, both physically and digitally (creating platforms dedicated to fans, e-shops, creating brand ambassadors, loyalty to fan communities thanks to new technologies, etc.).

After obtaining his master’s degree at ESC Clermont Business School, Yvan became responsible for the relationship with followers within Clermont Foot 63. “In Ligue 1 and Ligue 2 clubs, it is mandatory to have a referee who is the link between the clubs and the supporters. My role is to contact the supporters of the other clubs to find out how to receive them at the stadiums, to find out what is authorized or not, to get police escorts, packed lunches if necessary, he says.

70% of my missions are focused on development CRM (…) To generate traffic using digital. Our progress in Ligue 1 this year and the club’s popularity rating are real assets for optimizing digital utilization. (…) We diversify sports and non-sports news. We try to activate the store via the digital channel, especially with operations like Black Friday. The goal? Putting Clermont Foot 63 at the heart of the customer’s life », Ivan continues.

Baptiste, ticket and hospitality developer at Paris-Saint-Germain (PSG)

Consumer behavior has also changed. This involves strategies to maintain supporter communities or improve their experience before, during and after the match.

Baptiste is currently in a masters-gap year at ESC Clermont Business School, and is an intern in Paris-Saint-Germain as a ticket and hospitality developer. “In a club, it works season by season. I’m in the ticket office, I sell tickets to associations, schools or cooperation committees. (…) At PSG, there is the handball part and the football part, which is even better when I was able to discover something other than football! (…) One of my missions is focused on customer relationships, so there are a lot of phone calls, a lot of sales follow-up. It helps a lot to develop your relationship and your organization, he argues. When I wake up in the morning, I want to go to work. The missions, the team, the atmosphere … All conditions are met to develop in an exciting field! », says the Baptist.

What training to integrate the Sport Business environment?

Sports Businesses are passionate professions. They require perseverance, transparency, perseverance and mastery of different skills. Education in this field allows students to realize their professional project to open up great career opportunities in a dynamic and rapidly changing sector.

ESC Clermont Business School is one of the schools offering a Sports Business specialization in its Master Grande Ecole program. This is part of the Passion Sport sector, which trains students in all the digital innovations and technological transformations that affect the world of sport.

The Passion Sport sector is supported and led by a large network of partners (clubs, equipment manufacturers, distributors and reputable companies such as Clermont Foot 63, ASM Clermont Auvergne, Picture, Le Coq Sportif, etc.) who also work with students as teaching staff. It is based on an active teaching approach that combines theory and practice (case studies, company visits, etc.).

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