You don’t need a perfect jump shot or the exhaustive knowledge (or opinions) of Stephen A. Smith to land a career in sports. You can get far on passion and a desire to spread that love of the game throughout an increasingly fan-driven world. Sports marketing—which encompasses everything from managing multimillion-dollar sponsorship deals and crafting social media campaigns for local teams to coordinating fan activation at the Super Bowl—is one of the most robust components of the sports industry, which is worth at least $500 billion globally.
To understand the state of play in this arena, Fast Company analyzed nearly 2,800 job listings on Google for Jobs between April and June 2025. We classified hiring organizations into four types: property rights holders (e.g., leagues and teams), media organizations, brands, and agencies. And we divided the jobs themselves into three categories: strategy, creative, and experiential. We then looked at the salaries, job requirements, and locations involved.
The results reveal an industry that’s more accessible and geographically diverse than you might expect, with plenty of opportunities for people lacking in both educational pedigree and, presumably, athletic ability.
Who’s Hiring
Property rights holders account for the highest number of jobs listed for any organization type, at about 34% of listings. And it’s not just the most recognizable leagues and teams looking for help, though the L.A. Clippers are in the market for a director of sales innovation. Miami University, youth sports company 3Step Sports, and the United Football League’s (UFL’s) Memphis Showboats are all hiring. Media companies (such as Amazon and NBCUniversal) account for more than 26% of jobs; brands (think Nike, Lululemon, and Red Bull) represent more than 20%, and agencies (like Playfly Sports, Excel Sports Management, Two Circles, and Endeavor) make up more than 18%.