Search the latest and greatest job opportunities in sport
The sports industry evolving and seeing growth in various ways into new and exciting realms, it’s moving far beyond competition into a space where entertainment, lifestyle, and culture are intersecting. This shift has led to creating a wide range of new opportunities far removed from the traditional perception of a career in sport.
During our recent webinar in partnership with Em Lyon business school, our panel of experts delved into our evolving industry, highlighting essential lessons and takeaways for those looking to build a future career in the sports media and entertainment.
Career paths in sport are changing. The traditional route of working for a team, league, or governing body is no longer the only way in. Digital transformation has accelerated this notion, where the crossover between sports and entertainment and shifting consumer habits are creating new opportunities for professionals with diverse skills.
For anyone looking to enter or progress in the industry, adaptability is key. Careers are expanding into content creation, digital marketing, brand partnerships, and data analytics. The future of sports careers isn’t just about working in sport, it’s about understanding how technology, media, and culture intersect with it.
In sports media specifically, as the poll showed, the traditional broadcasters remain to be game keepers for consumers to access 'big ticket' media. However this is rapidly shifting and today 53% are primarily consuming sport though 'new entrants' and these players, as well as new ones, will undoubtably continue increase their share in the future.
“We live in a world of infinite distribution channels where everyone is a broadcaster or creator.”
Rhys Beer, Sports Media & Tech Consultant I Ex Meta, NBC Universal & DAZN
For professionals, this shift means there is growing demand for those who can create engaging digital content, manage online communities, and understand audience data. The ability to tell a story in short, engaging formats across multiple platforms is now essential.
This new digital world has created a competitive space where sports isn't only competing with other sports but also with gaming, entertainment and social media for audience attention and engagement. This also means sport properties are needing innovative strategies which require new ways of thinking in marketing, creative execution and media rights to keep in the race.
The continued blurring of the lines between sport and entertainment and lifestyle creates unforgettable experiences and puts sport at the centre of society and culture. Events like the Australian Open now feature pop-up restaurants, live music, and brand activations alongside the matches, creating a holistic fan experience. This convergence is seen as a major driver of the industry’s future, with 40% of respondents believing that collaboration between sports, brands, and influencers will define the next chapter of the sports industry.
One example of this transformation is Wrexham AFC, the third-tier Welsh club owned by Ryan Reynolds and Rob McElhenney. Through compelling storytelling and a Netflix documentary the club (or brand) reached 115 million viewers with an ad at this years Super Bowl, more than Manchester United’s biggest match this season. Their strategy highlights a new model for success in sports: great content drives global attention, which results in revenue and growth.
“Sports content has always been shaped by media. What we see today is the dynamic fusion of sports and entertainment to create entirely new perspectives.”
Antoine Haincourt, Program Director, EmLyon's MSc in Sport, Entertainment & Lifestyle
Professionals must understand the cross-over of sports with entertainment and lifestyle industries. Building skills in storytelling, brand partnerships, and influencer marketing is critical to thriving in a space where cultural relevance and fan engagement are key.
This evolution also extends into collaborations with lifestyle brands and influencers, as seen in the NBA’s integration of fashion and music into its global brand. This convergence opens doors to careers in lifestyle marketing, experiential event management, and brand partnerships, where creativity and cultural awareness are key.
Sports continued growth and increased commercial complexities have created a demand for new skills and perspectives from its people. However, the traditional skills of networking and relationship management remain among the most valued - building meaningful connections within this interconnected space is essential. Cross-cultural communication and digital marketing are highly sought after, as globalised sports brands seek to engage diverse audiences through innovative platforms.
“Adaptability is the most valued competency today. Understand the challenges organisations face and demonstrate how your skills can solve them are invaluable.”
Antoine Haincourt, Program Director, EmLyon's MSc in Sport, Entertainment & Lifestyle
In a fast-changing industry like this, professionals must develop expertise in a specific area with such as in digital marketing, media rights or data analytics. That said, adaptability is also critical. Remaining open to learning new tools and approaches and having the flexibility to change - This combination of specialisation and adaptability is a winning formula long-term success.
Key skills in demand:
As the industry grows, professionals need to adapt to new challenges. Networking and relationship management emerged as the most critical skills for success, according to 55% of poll respondents, followed by 43% for cross-cultural communication and 39% for digital marketing. These findings emphasise the need for professionals to build meaningful connections and embrace the global nature of the industry.
“The sports industry is constantly evolving. Be ready to adapt, and don’t hesitate to build expertise outside of sports before transitioning into it.”
Rhys Beer, Sports Media & Tech Consultant I Ex Meta, NBC Universal & DAZN
This highlights the value thinking about the long game. The idea of gaining experience in industries outside of sport and transition into sport later, once you have built a level of expertise. Working in media or technology outside of sport enables you to build valuable transferable skills and strengthen your professional profile that will be sought after by sport organisations. Those who embrace this 'long game' approach will potentially better positioned to succeed in an industry that demands innovation and versatility and can be fiercely competitive.
The convergence of sport with entertainment, lifestyle, and culture presents a new world of opportunities for professionals . By staying adaptable, building new skills, and embracing new challenges, individuals can help shape the future of this dynamic space.
“Sport is evolving into a dynamic entertainment and lifestyle industry. Professionals who adapt and innovate will shape the future of this space.”
Will Lloyd, Managing Partner Global Sports
For those eager to step into this evolving world, programs like the MSc in Sports, Entertainment, and Lifestyle at Em Lyon Business School provide the tools and knowledge needed to succeed.
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