Sports Manager: Who They Are and What They Do

The sports manager is a central figure in contemporary sport. They do not operate on the pitch like a coach and do not make technical decisions like a sporting director, but they are the professional who governs, organises and develops a sporting project as a whole. They are the one who makes a club sustainable, coordinates people and transforms a sporting activity into a structured organisation.The sports manager is the professional responsible for sports governance , tasked with optimising the value chain of an athletic organisation through the management of human, financial and image capital.In modern football and more broadly in the sporting sphere , this figure has become indispensable, because clubs and sports organisations are no longer just teams — they are complex systems that operate within the sporting sector and involve athletes and former athletes, families, sponsors, institutions, communities and sporting events .The role of the sports manager is precisely to acquire cross-cutting competencies to coordinate these realities in a sustainable and structured way.

The Current Context and Sector Trends

Sports management is a constantly growing field. In Europe, the sector linked to sports management shows an estimated annual growth rate of between 5% and 7% , driven by professionalisation, private investment and the development of youth activities.In 2026, the sports manager no longer works solely with paper documents or spreadsheets. Management increasingly passes through:

• management software for sports clubs
• ERP systems for organisation and administration
• data analytics platforms to monitor activities, revenues and engagement
• digital tools for communication with families and sponsors

Digitalisation is not an accessory — it is a necessary competency for anyone in this role.

Who the Sports Manager Is

The sports manager is a cross-cutting figure who operates within:

• amateur and professional football clubs
• football schools and youth sectors
• federations and sports associations
• agencies and sporting projects
• events and sport-related initiatives

They work in close contact with coaches, directors, technical staff and athletes, but with a broader vision oriented towards organisation and development over time.

What a Sports Manager Does

The responsibilities of a sports manager can vary, but always revolve around four fundamental areas.

Organisational Management

They are responsible for:

• structuring the club's organisational chart
• defining roles and responsibilities
• planning sporting and logistical activities
• coordinating daily operations

They are the figure who brings order and continuity to the project.

Financial Management and Sustainability

The sports manager:

• collaborates on budget planning
• monitors costs and resources
• develops relations with sponsors and partners
• works on the financial sustainability of the club

In modern football, financial solidity is an integral part of sporting success.

Institutional Relations

They maintain relations with:

• federations
• local authorities
• sports associations

In Italian football, this means knowing the FIGC's regulations, procedures and deadlines, ensuring the club operates correctly from a regulatory standpoint.

Support to the Technical Area

Without making tactical decisions, the sports manager:

• organises training sessions and away trips
• facilitates internal communication
• creates the operational conditions for the staff

Their task is to allow the technical area to work at its best.

Sports Manager and Sporting Director: The Differences

These two figures are often confused, but they have distinct functions. The sports manager has an organisational and managerial vision, while the sporting director is focused on technical choices, the transfer market and squad building. In a structured club, the two roles collaborate constantly, but with different responsibilities.

The Sports Manager's Role in Youth Football

In football schools and youth sectors, the sports manager is often the pivot of the entire project. They handle:

• registrations and relations with families
• seasonal planning
• activity organisation
• development of the educational project

They are also the figure who ensures respect for the educational pathways linked to dual career , making sure that study and sport proceed in a compatible and organised way.

What Competencies a Sports Manager Must Have

This role requires multidisciplinary competencies.

Managerial Competencies

• organisation
• planning
• resource management
• problem solving

Communication Competencies

• relations with athletes and families
• staff coordination
• management of external relations

Regulatory Competencies

• knowledge of sports regulations
• compliance with federal procedures
• management of official deadlines

Strategic Vision

• club development over time
• growth of the youth sector
• positioning within the local community

How to Become a Sports Manager

There is no single mandatory pathway, but training is fundamental. Particularly useful are:

• studies in economics or management
• certified sports management courses
• knowledge of the football system
• practical experience within clubs

Many sports managers begin in organisational roles in football schools or youth sectors, growing progressively. Accademia dello Sport fits precisely into this context, offering specific training programmes that bridge the gap between sporting passion and professional competency.

How Much Does a Sports Manager Earn

A sports manager's salary varies greatly depending on the context. In amateur sport it may be modest or linked to part-time collaborations. In professional sport, especially at structured clubs, it can become a stable and well-remunerated position. The decisive factor is always the same: level of responsibility and complexity of the project managed.

Do You Need a Degree to Become a Sports Manager?

A degree is not mandatory, but is strongly recommended , especially in economics, management or sport. What makes the difference, however, is specialisation in the sporting sector and the ability to apply competencies in real contexts.The sports manager is the figure that allows sport to function as a system. They are less visible than coaches and athletes, but often decisive for the growth and stability of a club.Understanding who a sports manager is and what they do means grasping that modern football does not live on talent and results alone, but on organisation, vision and competency. It is an increasingly sought-after profession that represents a genuine opportunity for those who wish to work in sport in a structured and lasting way.