Exploring Careers in Sports Management at Northwestern

Summary:

Careers in sports management are a topic of Northwestern University's pre-college online program. Designed for motivated teens, the course takes you behind the scenes to learn how professional sports are run.

Key Points:

• 10 potential careers in sports management
• Study with the Northwestern Pre-College Online Program
• Learn how data and analytics are transforming sports
• How deals drive revenue
• How teams generate revenue

A touchdown pass connects with seconds left in the game. A nail-biting penalty shootout. A super-long putt that sinks the competition. From football and hockey to basketball and golf, no matter the game, nothing gets the heart racing like professional sports. 

People love sports because they facilitate bonding and build relationships by connecting like-minded individuals who share similar characteristics and mindsets. Sports create a sense of community and provide entertainment for viewers: structured, rule-based battles that deliver adrenaline, emotion, and intensity. Each game is a story, complete with heroes, villains, twists, and climaxes. The stakes are high, and the outcomes feel personal, even though they aren’t. It’s modern gladiator combat.

If you are a high school student with a passion for team sports, Prelum, Powered by Kaplan, can help you learn more about careers in sports management. In this article, we’ll discuss these sports careers and invite you to consider a pre-college, online course with Northwestern University.

Behind our love affair with sports is the business of sports management

Sports management careers encompass a wide range of responsibilities, from supporting coaches and athletes to developing effective marketing campaigns. Jobs in this competitive field can involve managing team finances, coordinating the logistics of a sporting event, or working as a liaison between players, coaches, and the media. In short, sports management focuses on the team from a business perspective. Most jobs in the field require a degree in sports management or a closely related discipline. 

To qualify for a management role, most professional sports organizations require a master’s degree. Classes for those who seek a master's degree in sports management include management, business administration, marketing, economics, and accounting. The ultimate goal is to work for sports organizations such as the NFL, NBA, and other professional teams. There are also entry-level jobs available for graduates with a bachelor’s degree.

Here are 10 potential careers in the field of sports management and the national average salary of each:

• Event planner: A sports planner or coordinator oversees sports competitions or fitness activities. Requires attention to detail and a background in business and marketing, as these individuals coordinate both local events, such as Little League baseball games, and larger events, like university sports or even the Olympic Games.

National average salary: $52,407

• Fitness director: Fitness directors are responsible for the well-being of those who train in their facility. They organize group activities, oversee logistics and events, and often start their own health and wellness programs.

National average salary: $54,669

• Professor: Teaches sports management to students interested in the field. They teach, administer exams, grade homework, and answer student questions. They also participate in research.

National average salary: $61,014

• General manager: Manages business transactions and deals for a sports team. They oversee and allocate a budget, draft players, hire the head coaches, and serve as the spokesperson who represents the team during press conferences.

National average salary: $57,990

• Account manager: Typically manages multiple sports accounts and serves as a liaison between the business and the client. Primary duties include developing relationships with customers, communicating with business executives and stakeholders, and responding to client inquiries.

National average salary: $65,203

• Public relations manager: Builds the professional image of the team or athletes, coordinating with media contacts to share announcements. The primary duties of sports PR include organizing press conferences, researching and writing news releases, and managing media inquiries.

National average salary: $60,624

• Inside sales representative: Duties for inside sales reps can vary depending on who they represent. They communicate with current customers, call potential customers, and follow up on leads to identify all possible opportunities.

National average salary: $58,115

• Marketing manager: With a background in sports management, this individual is responsible for marketing the sports company or personal brand of the athlete. They coordinate with agents, develop marketing strategies, and oversee the marketing budget.

National average salary: $70,270

• Contract negotiator: Manages the details of an agreement and develops the language to ensure contracts are legally binding. Other duties include developing schedules for contracts, preparing status reports, and overseeing contract-related files.

National average salary: $93,419

• Sports lawyer: Sports lawyers serve as both lawyers and agents, representing the legal and financial interests of their clients. They often manage employee contracts and negotiate salaries and bonuses. They negotiate sponsorship deals and assist clients in establishing business ventures or charitable foundations.

National average salary: $93,223

As you can see, sports management offers a broad array of career choices for both college grads and those with a master’s degree. If you want to discover the area that suits you best, what better time to start than when you’re in high school? 

Get started on your future in sports management while you are in high school

We recommend Northwestern University’s pre-college online course, Business of Sports: Beyond the Field. Designed for motivated high school students, this program provides an insider's view of how sports teams operate behind the scenes. Just a preview of what you’ll learn:

• How data analytics and technology are transforming talent development and game strategy.
• How sponsorship deals and market expansion drive revenue.
• How data and technology are used to support recruitment and roster decisions across pro sports.
• How teams generate revenue through ticket sales, concessions, and corporate sponsorships.
• How women’s professional sports manage revenue, investment opportunities, and strategies for expanding both fan base and media coverage.

You’ll even apply what you learn to create your expansion franchise. From scouting to business operations, you'll design a winning strategy for your team’s success. And in the process, you’ll gain valuable insights into how professional sports teams operate.

The business of sports at Northwestern offers two- and four-week sessions for students ages 13 and up. Like all Prelum, Powered by Kaplan programs, the format is flexible. Enjoy learning through dynamic video lessons with interactive tools. Study whenever your schedule permits. Collaborate with mentors who answer your questions and expand your learning experience. 

And remember, successful completion of the course earns you a Certificate of Completion from Northwestern University. This is an impressive addition to your college application.

Get started today!

This was last reviewed by Ashley Simmons on 06/06/2025.