Sports management: growing business schools

What is sports management? Why study in this field?

When we look closely at the importance of sport in our society, we easily understand its need for well-trained managers. But the sporting field conceals many particularities which it is advisable to know well. You don’t promote a match like you manage a commercial event, the audiences are different, the communication channels too… You have to identify the codes of a faithful audience.

Pour work in sports, it is necessary to know the stakes, the managerial and communication practices, but also to understand its legal environment. ” Today in France, sport weighs 91 billion euros and nearly 450,000 jobsexplains Pascal Aguillou, national manager of ISG Sport Business Management. Many opportunities therefore exist for managers in this area, provided they are well prepared. »

General or ultra-specialized schools

Among the training courses best placed to deliver this dual business and sector skills are obviously included business schools. With courses devoted to the fundamentals of marketing, management and commercial practice. Added to this is the acquisition of skills sought today by sports business professionals:

  • sports events
  • sports marketing
  • le business development
  • community management

Other establishments, however, prefer to offer managerial, marketing and sales training entirely devoted to sport. With a great openness to the world of sport, and often a solid reputation, they offer students and graduates internships and extremely advantageous professional openings.

The “must”: to be able to attach to this training entirely dedicated to sport the name of a prestigious institution. “That’s why we called our school ISG Sport Business Management, complete Pascal Aguillou. Today the large school ISG is widely recognized in business. It is a guarantee of seriousness and weighs with all its weight during a recruitment. » The proximity to a major brand in the sports world is also a strong point, such as the partnership signed between the NBA and ISG Sport Business Management. This is a first in theHigher Education : bring together two renowned brands that have the same values: internationality and entrepreneurial value as a distinctive point.

Business schools established in Paris and in the regions

Ces sports management training are available in Paris of course, but a large number of establishments are also located in the regions. Either because their first location was regional. Either because it may be necessary, in certain cases, to settle on specific geographical areas to then promote professional integration. “When a market or an event is located in the region, it will be much more effective to set up training there rather than trying to invest in it from the capital”, Pascal Aguillou explained. Hence our desire to offer this program in Paris but also in Lille and Lyon. ». The city of Lyon, for example, is one of the emblematic capitals of sport in France: ASVEL and OL have distinguished themselves many times during competitions in France and Europe.

What jobs after a Bachelor’s or Master’s degree in sports management?

Manager d’organisation sportive, player agentsports consultant, sports sales managerevent project manager… all these professions will be accessible after a Bachelor’s or Master’s degree in sports management. “Training that is a priori very marketing oriented can in fact open up many horizonscontinues Pascal Aguillou. Within the ISG Sport Business Management, we train in various professions that bring together all sports professionals. Whether training in events, communication, digital, merchandising or sponsorship. »

Overall, keep in mind that Bachelor et Master lead more or less to the same fields of activity. But it’s your level of commitment and curiosity that will make the difference. While the Bachelors are reputed to lead to technical and operational functions, the Masters will have a much more pronounced managerial dimension. Side outletsnothing prevents the graduate of a Bachelor in Sports Management to become communication manager, event director or partnership manager. However, be aware that some jobs require skills and a professional level of Bac+5. Moreover, some schools offer alternation (MBA cycle) to more easily integrate the world of sport business once the diploma is in hand. Thanks to work-study, opportunities may also present themselves to you. Remember to build your network from the start of your studies: every meeting counts!

Antoine Teillet

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