A great post from an ‘Industry Great’ the events industry is truely amazing
Sponsorship Marketing expert. Founder of Sport by Fort Consulting. Former Head of Global Sponsorships at Visa and The Coca-Cola Company.
How do I start a career in sports marketing? This is by far the question I am asked more often on LinkedIn, at events, and everywhere else I go. For young professionals looking to break into sports marketing, a marketing activation agency is the best place to start. Here’s why: 1. Diverse Exposure: Agencies work with multiple clients across industries, giving you experience with different brands, sports, and markets. You might work on campaigns for a beverage company sponsoring football one day and a tech firm supporting tennis the next. 2. Skill Development: Agencies require you to wear many hats—project management, creative brainstorming, analytical reporting, and client communication. This versatility builds a strong foundation. 3. Fast-Paced Learning: Agency life is demanding but fast-paced, teaching you how to manage deadlines, budgets, and competing priorities—skills critical to any career. 4. Networking: Working on behalf of multiple brands and rights holders allows you to build a vast professional network quickly. 5. Career Mobility: Once you’ve built a reputation at an agency, transitioning to roles with rightsholders, sponsors, or media companies becomes much easier. 6. Agencies usually offer more entry-level jobs than sponsors or rightsholders. Careers are marathons, not sprint races. To build a sustainable one, focus on diversity of experience. Playing multiple roles in the sports industry – agency, sponsor, rightsholder, consulting, etc. – can only make you a better professional. Which agency should I work for? There are many great agencies in every country. Here are some of the ones I work with as a client: IMG, 160over90, GMR Marketing, Momentum Worldwide, Octagon, and Havas. They are full of great people you can learn from. Start your search on their websites.