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

By The amazing studentpublished on February 3, 2022

8 minutes

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 sports events to industry, including sports business or marketing. Sport Business is a promising field of activity that allows you to develop in a booming market, with the key to many career opportunities and different missions!

What is the sports business?

Sport Business is a sector with great potential. The professions within 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 depends on the know-how of professionals in logistics, innovation and sports tourism.

The Sport Business businesses therefore cover various areas of activity such as events, sports marketing, trade and sponsorship. Electronic sports (or esports) is also a future sector and concerns the practice of competitive video games, alone or with others. Sports Business continues to develop and is aimed at all types of profiles.

Sport Business: who do the professions within sports marketing address?

You don’t have to be a professional athlete to practice in 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 sporting environment well and to have knowledge of communication. Rigor, involvement and availability are also part of the necessary characteristics.

Higher education in the 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 materialize their professional projects.

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

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

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

In addition to the logistical organization, Louis takes care of the administrative management and the team’s travel: “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 proposals to the sports director according to his needs and his budget. I administer applications for residence permits and am in contact with the prefecture. In addition to that, I am responsible for managing the car park and the club’s staffing. (…) It is a very complete subject of passion! »

Yvan, responsible for relations with supporters of Clermont Foot 63

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

After obtaining his master’s degree at ESC Clermont Business School, Yvan became responsible for supporter relations 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 other clubs’ supporters to find out how to receive them in the stadiums, to find out what is authorized or not, to get a police escort, packed lunch 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 to optimize digital exploitation. (…) We diversify sports and non-sports news. We try to activate the store through the digital channel, especially with operations like Black Friday. The goal? To put Clermont Foot 63 at the center of the customer’s life », continues Ivan.

Baptiste, ticketing 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 on a masters gap year at ESC Clermont Business School, interning in Paris-Saint-Germain as a ticketing and hospitality developer. “In a club it works season by season. I am in the ticket office, I sell tickets for associations, schools or work committees. (…) At PSG there is the handball part and the football part, which is even better as I was able to discover something other than football! (…) One of my missions is focused on customer relations, 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 Business professions are passionate professions. They require persistence, transparency, persistence and mastery of various 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 that offers a Sport Business specialization in its Master Grande Ecole program. This is part of the Passion Sport course, which trains students in all the digital innovations and technological transformations affecting the world of sport.

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

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