Sport and Event Marketing SMM

Holland Code: E (Enterprising)

What academic skills do I need to be successful in the program?

This list does not replace the admission requirements you must have for admission to the program. Please see website for details.

Arts & Literacy College / University courses in Business Studies or Business and Technological Communications would be beneficial.

Math & Science College / University courses in Math or Sciences would be beneficial.

Technology Basic computer skills required (Microsoft Office, Email, Internet).

What personal qualities should someone interested in this career have?

• Resiliency
• Adaptive thinking skills
• Social intelligence
• Implementation skills
• Analytical skills
• Ability to communicate well with people in person and in writing
• Multitasking skills
• Ability to work in a team environment
• Problem solving skills
• Integrity and good judgement
• Organizational and management skills

Useful background experience for this program would be

• Experience in school clubs and/or prior experience in event planning or volunteer experience in the community.

What kind of work could I do when I graduate?

Graduates of this program may go on to become an

Marketing Manager, Manager, Marketing & Sponsorships, Marketing & Event Specialist, Manager, Sport Development, Brand Manager, Director of Sports & Entertainment, Events Manager, Athletics Facilities & Events Officer, Group Sales Manager, Ticketing Manager, Manager of Game Day Operations, Event Planning Coordinator, Community Outreach Representative, Facility Operations Manager, Digital Marketing Specialist and Communications Officer.

Typical working conditions for this kind of work:

• Both work inside and outside the office may be required depending on the nature of the job. This would be consistent with the demands of the industry position (sport and/or event based)
• Often positions require a flexible work schedule - being able to work evenings and/or weekends consistent with the nature events.

Places you may find yourself employed include

Graduates can find employment in many industries, not just sport. There is a big desire to immediately start one’s career in one of the big four sports (NHL, MLB, NBA, NFL), however it is very rare for a graduate to immediately start working in one of these roles upon graduation. Volunteering, interning, and working at smaller, local organizations, such as community sport organizations will allow each graduate to build upon the theoretical knowledge they learned in school and apply them to a practical setting.

Furthermore, there is a much larger sport industry beyond the team setting. Community, provincial, and national sport organizations/governing bodies, such as the Greater Toronto Hockey League, Softball Ontario, or Skate Canada need sponsorship, marketing, and overall business support the same way.

Tasks a graduate may do in the workplace

Some of the tasks that new grads may be doing in the workplace can greatly vary greatly depending on the organization they are first with. The sport industry is very dependent on employees working beyond their job description. Many smaller (non-big four) sport organizations are thinly staffed, meaning that each staff member may be responsible for their own department. One day a staff could be responsible for selling tickets, the next they are responsible for managing the social media pages, the next they are responsible for merchandise, and the next are responsible for media and public relations. Graduates should have knowledge in all areas of sport business to be a truly valuable asset to their organization.

Helpful links for further research into this Fanshawe College program and career opportunity

Opportunities for further development or education

There are plenty of opportunities for further development or education. As previously noted, sport organizations are always looking for volunteers. This is a great way to gain practical working experience to bolster a resume. In volunteer roles, graduates will have the opportunities to apply their learnings to a practical, real world scenario. Organizations are typically excited to bring in volunteers to help with running their business operations, while volunteers/interns can use these experiences as valuable networking and learning opportunities.

Fanshawe’s library has prepared a subject guide for current students in this program. You may find the links and information provided very useful in learning more about this career.

Last Modified: January 23, 2024