What Do Employers Look for in the Sports Industry?

The sports industry is the ninth largest in the world, and as sport becomes more global than it has ever been, it is a very exciting area to work in. 

With this comes competition for places, so knowing what employers look for is vital to helping you stand out from the crowd.

To provide students with some guidance, we spoke to multiple industry leaders who know exactly what it’s like when it comes to both looking for roles, and as the employer.

Communication is Key

Bailey Wright is a former Sunderland centre-back who represented Australia at the 2022 World Cup in Qatar, and studied with us at GIS as part of his career transition. 

Acquiring valuable life skills during his playing career, Bailey recently learnt of the importance of communication in the workplace, saying, “It’s your people skills, your soft skills, and the way you connect with people that make you successful.”

During an episode of our GIS Insight Series, Dr Matthew Andrew, a Senior Lecturer in Sport and Exercise Psychology, emphasised that these soft skills can make the difference in interviews, regardless of your CV.

“How do you deliver your message?” he asked students on the webinar. “How do you feed back the data? How do you present it? Theoretical skills are important, but that doesn’t really come across when you speak.”

Tom Rowell, Chief Marketing and Communications Officer at World Snooker Tour whilst also having held roles at Everton FC and Wolverhampton Wanderers, echoed these thoughts.

“You can be the smartest person in the world,” he said, “but if you don’t get along with people or understand how they work, and how to manage people, you’re going to struggle, which comes across in interviews.”

Be Proactive

Going the extra mile is a skill that many overlook when it comes to landing a new job and succeeding in it.

When speaking to Lynsey Hooper, the experienced broadcaster told GIS that it is vital to take the initiative in the workplace.

“It shouldn’t always be that you approach people asking things of them. I think you should approach them by showing that you’ve done your research and asking if there’s anything you can do for them.”

Tom added to this, advising students “To be willing to take on more. If you’re doing the minimum with your job description you won’t stand out.” 

“You can’t be passive in this industry, you have to ask questions.” 

This curiosity is a common sign to employers that you have done your research on the organisation and are genuinely invested in the role. Journalist Toyosi Afolayan, currently covering the 2025 Africa Cup of Nations, believes students should “Ask questions that others don’t.”

Do Your Research

Confidence going into an interview or new role is pivotal.

Studies confirm that a lack of confidence reduces performance in interviews and therefore make you less likely to secure the role, so Tom Rowell advises students to prepare as much as possible.

“Practice interviews and do research about the business you’re interviewing for. 

“So many times I’ve done interviews for executives and they’ve made no effort on the most basic things.”

The benefit of this is that those who do their research can stand out, and this knowledge and awareness of what you’re going into can significantly boost your confidence ahead of what can be a daunting process.

One question that Tom often asks his interviewees is to critique his work, which only the most confident can do effectively. “I often ask people to tell me why I’m rubbish, and people are scared to answer, but I need to know that answer so I know what you can offer me.”

To answer questions like these, students need to key details about the organisation they’re applying for, looking for not only what they do well, but what they can improve on, as this will show how you can add value to the company.

Standing out in the sports industry can be difficult, but doing your research, communicating well and stepping out of your comfort zone can all go a long way to improving your confidence in current roles as well as when you’re preparing for an interview.

At Global Institute of Sport, our industry-leading programmes are built to help students develop these skills as they gain the confidence and knowledge that employers look for.

To discover our range of courses, explore our offerings page.

Article by Zakaria Anani