What is a sports manager?

A sports manager is a professional responsible for overseeing and coordinating the business, operational, and strategic aspects of sports organizations, teams, events, or facilities. Their goal is to ensure that everything runs efficiently—balancing athletic success with financial sustainability.

Sports managers operate in a variety of settings, from local recreational centers and youth sports leagues to major professional teams, collegiate athletics, and private sports facilities. Depending on the size and nature of the organization, their role may be highly specialized or more generalist and hands-on.

The main objective of this professional is to ensure the efficient operation and proper development of sports organisations, maximising their performance and effectiveness. To do so, he must constantly balance economic aspects with sporting achievements, making the most of the available resources.

To succeed in this role, a sports manager should combine technical expertise with soft skills like:

• Passion for sports: Deep understanding of athletic culture and motivation.

• Leadership: Ability to inspire, manage teams, and make strategic decisions.

• Communication: Strong verbal and written skills to negotiate, lead meetings, and build relationships.

• Adaptability: Flexibility to respond to changing environments and unexpected challenges.

• Creativity and innovation: Resourcefulness in problem-solving and business strategy.

• Decision-making under pressure: Confidence to make sound judgments in fast-paced situations.

• Empathy: Sensitivity to the needs of athletes, staff, and audiences.

If you are interested in the field of sports management, we encourage you to request information about our MBA in Sports Management, where you will learn to lead sports projects with a strategic, innovative and global vision.

What does a sports manager do? Main functions 

The importance of the sports manager has grown considerably in recent years due to the professionalisation of the sector. Modern sports institutions need professionals capable of perfectly combining business performance and sporting success, which has made this figure indispensable in today's world.

The responsibilities of a sports manager vary depending on the context, but typically include:

• Event planning and operations: Organizing sports events and competitions by setting clear objectives, timelines, and logistics. They ensure that events run smoothly and meet performance, safety, and audience expectations.

• Financial and budget management: Preparing budgets, managing costs and revenue, and identifying funding opportunities such as sponsorships, ticket sales, or public grants.

• Facility management: Overseeing the maintenance and operation of sports venues, ensuring they meet safety, accessibility, and performance standards.

• Marketing, promotion, and public relations: Creating campaigns to boost visibility, attract audiences or clients, and build brand reputation. They may also coordinate media relations and sponsorship deals.

• Human resources and staff supervision: Recruiting, managing, and motivating coaches, administrative personnel, and support staff to align with organizational goals.

• Compliance and risk management: Ensuring that all activities adhere to legal regulations, league rules, and ethical standards, while also applying good governance practices.

• Talent acquisition and contract negotiation: Especially in professional environments, sports managers may be involved in recruiting athletes, negotiating contracts, and managing relationships with agents or governing bodies.

• Customer experience and membership engagement: In community or private settings, managers often interact directly with members, ensuring satisfaction and retention.

Sports managers can be found in a variety of professional contexts, including:

• Public sector: Municipal sports departments, city councils, and regional sports authorities

• Associative sector: Sports clubs, federations, youth programs, and non-profit organizations

• Private sector: Fitness centers, gyms, professional teams, sports academies, and event companies

• Educational institutions: Colleges and universities, where they manage athletic departments and intercollegiate sports

In addition, this professional can manage an entire sports organisation or focus only on specific areas according to the needs of the entity. Their versatility allows them to adapt to different roles and responsibilities.

Differences between a sports manager and a sports director

Although the terms "sports manager" and "sports director" may seem similar, there are key differences in their functions, responsibilities, and approaches within a sports organization.

Work Focus

• Sports Manager: Their focus is broader and encompasses the overall administration of the sports entity. They handle the planning, organization, and control of all activities related to management, including financial aspects, marketing, human resources, and regulatory compliance.

• Sports Director: Their focus is more specific and primarily centers on managing sports performance. They are responsible for hiring coaches and players, planning sports strategies, and overseeing the development of athletes.

Responsibilities

• Sports Manager: They are responsible for ensuring the efficient operation of the organization as a whole. This includes budget management, facility supervision, communication with sponsors, and customer loyalty.

• Sports Director: Their main responsibility is to ensure that the team or organization achieves sports success. This involves making decisions about the roster, designing tactics and game strategies, and working on talent development.

Education and Skills

• Sports Manager: Generally requires training in administration, sports management, or related fields. Key skills include leadership, financial management, communication, and marketing.

• Sports Director: Often expected to have solid experience in the sports field, either as a former athlete or coach. Necessary skills include in-depth knowledge of the sport, analytical ability, and strategic decision-making.

Objectives

• Sports Manager: Aims to maximize the efficiency and profitability of the organization, balancing economic aspects with sports achievements.

• Sports Director: Their primary goal is to achieve success in competitions and improve the team's performance.

In summary, while the sports manager is responsible for the overall administration and management of the entity, the sports director focuses on the performance and sports success of the team. Both roles are complementary and essential for the successful operation of a sports organization.

Salary of a sports manager

The remuneration of sports managers varies considerably depending on a number of factors. Below, we explore the salary variables and career opportunities available in this field.

• Professional experience: this is one of the most important determining factors. The more experience and achievements accumulated, the higher the value in the job market.

• Type of organisation: salaries vary greatly depending on the type of organisation. 

• Educational background and specialisation: higher education and specific training in sports management can have a positive influence on remuneration.

• Seniority in the position: years in the same organisation usually translate into progressive salary improvements.

• Geographical location: in large cities or regions with more investment in sport, salaries tend to be higher.

• Level of responsibility: the greater the degree of leadership and decision-making, the higher the financial compensation.