Behind the Scenes at Global Stadiums: What Careers Are Out There?

Despite their differences in size, sport, and even continents, global stadiums from Wembley to the MCG all employ numerous staff to keep the events flowing and the ground in shape.

Having looked at the history of some of the world’s most iconic stadiums on our blog, you may, as someone aspiring to a career in the sports industry, be interested in working at these venues.

If this is you, there are plenty of routes to explore.

Operations and Event Management

As of September 2024, Wembley Stadium received council permission to host up to 54 major events per year.

The venue can also host unlimited additional events if the spectator count is lower than 51,000. In other words, the Home of Football is a very busy place.

At the heart of this are the operations teams, with event managers filling the incredibly busy role of planning, executing and, troubleshooting.

The most recent FIFA World Cup in Qatar naturally needed teams of event managers to accommodate the 3.4 million visitors to the nation during the competition. One of them was Sharifa Wilkinson, who told GIS about the preparation that event managers must go through.

“In the lead-up to a major sporting event, much of the work focuses on readiness: simulations, tabletop exercises, executing test events, staff and volunteer training, refining policies and procedures, staffing plans, etc.”

All of these details are vital to the success of the event, and event managers working in stadiums go through the same processes.

During an event, Sharifa went on to explain that most onsite teams follow similar daily routines. 

“Typical duties include venue or site walkthroughs, attending briefings, updating and briefing your own staff, volunteers, and contractors, ensuring health and safety protocols are in place, troubleshooting issues and writing reports.

“You’re also constantly connecting with stakeholders to provide updates, receive status reports, and modify planning based on the previous outcomes,” Sharifa added.

With this multitude of roles in mind, event managers are a pivotal part of every sporting venue.

Recently, a group of GIS students were given exclusive access to The Belfry during the British Masters. As part of their experience, they met the operations staff, with Joe Mahon—MSc International Sport Management student at GIS—saying:

“The most memorable part of the day was meeting members of the operations team who were generous with their time and insights. They spoke openly about the pressures and rewards of working in elite sport, and it was inspiring to hear how varied the pathways into golf and event management can be. What struck me most was the passion and teamwork.”

Sponsors and Partnerships

In 2013, NFL franchise the Dallas Cowboys secured a deal worth a reported USD 19 million a year with AT&T for the naming rights of their 80,000 seat stadium. 

A large portion of the stadium’s revenue, this illustrates the impact partnerships have on some of sport’s biggest venues. 

These deals happen across all levels of sport, and managing them is another significant role within stadiums. Hal Sparke is a Partnerships Manager currently working for League One club AFC Wimbledon, and explained to GIS about the role, explained to GIS what you can expect if you pursue a career in the area.

“Researching new prospective partners and managing and nurturing the partnerships you currently hold,” Hal began, “will all be a part of your responsibilities.”

“Finding those true passion points for fans and creating authentic connections is what separates the best sports partnerships from the average transactional ‘sponsorship’ types.”

As for skills that are vital to the role, Hal underlined tenacity. 

Daniel Colquhoun, MSc Sports Marketing and Media student, was also part of the trip to The Belfry, taking the opportunity to speak with the commercial staff to find out more about the importance of these deals to the venue. On his experience, he recalled: “Speaking with the partnership team about the vital role sponsors play highlighted the teamwork and dedication behind the smooth running of the tournament.”

While partnerships and event managers are important roles within the world’s greatest sports venues, there are countless others that aspiring sports professionals can pursue.

These range from groundskeepers who maintain the pitches for the athletes to audio technicians who manage both stadium sounds and live broadcasts—all of whom play a part in the smooth running of our favourite sporting events.

If you’re interested in working in any of these roles, GIS offers courses taught by industry leaders to help you step into a behind-the-scenes career. To learn more, discover our programme offerings.

Article by Zakaria Anani