Cheyenne McCloud
What is Sports Media?
While the field of Communications can be broad, a communications student pursuing this focus might be interested in sports journalism, broadcasting, sports promotion, reporting, social media manager, or sports relations/marketing.
My Experience in Sports Media
Earlier this year in the spring, I was selected out of 200+ applicants to shadow a female executive in the front office working for the Philadelphia Flyers. I shadowed Christine Mina, Vice President in the Content and Digital Marketing Department. I had to submit an application based on my interests that would fit in the sports industry and to also describe ways that I would fit in the role of being a female leader for their new “Next Shift” Program. During this opportunity, I learned about what Christine does on a daily basis, what the Content and Digital Marketing Department is all about, the various technology tools she uses to reach the best audience, and different techniques for sports promotion. Additionally to tie together this amazing experience, we toured the Wells Fargo Center and I met other employees. Lastly, I had ramped up my soccer Instagram account during COVID and was able to experiment with trying out different methods with social media engagement. My most popular post hit over 344.5K views with over 22.3K likes.
Jobs in the Sports Media Industry
Here are some examples of potential jobs in the sports media industry with a brief description. Sports media employers can work at companies like ESPN, NBC Sports, Fox 8 News, MLB, Fanatics, NFL, Paramount, and many more.
Sports Writer: journalists who interview, write about, and prepare sports-related content and players
Average salary according to Indeed – $38, 199 per year (May 2023)
Qualifications (Explained by Learn):
— Bachelor’s degree (required, preferable in Journalism/English/related study)
— Knowledge/participation in organized sports
— Prior completion in English/Writing classes
— Communication skills and ability to understand your audience
Broadcaster: Can analyze statistics, commentate play by play, and study/discuss players or teams for sporting events or television/radio shows
Average salary according to Indeed – $56, 962 per year (May 2023)
Qualifications (Explained by Indeed):
— Bachelor’s degree (required, preferable in Communications/related study)
— Experience in internships
— Knowledge/participation in organized sports
— Demo tape
— Agent for employment opportunities
— Public speaking skills
Digital Editor/Producer: Build and create digital or motion graphics for sports teams and organizations for promotion
Average salary according to Indeed – $53, 449 per year (May 2023)
Qualifications (Explained by Zippia):
— Bachelor’s degree (required, preferable in Film/Journalism/related study)
— 1 or 2 years+ of experience in video production
— Knowledge and experience with camera equipment and Adobe software programs
— Knowledge/participation in organized sports
— Creativity and interpersonal skills
Brand Manager: Works with athletes, coaches, and/or universities to bind the subject and sports organization together whether that’s for campaigns, advertisements, brands, etc.
Average salary according to Indeed – $76, 834 per year (May 2023)
Qualifications (Explained by Betterteam):
— Bachelor’s degree (required, preferable in Marketing/Communications/related study)
— Experience in internships
— Ability to use analytics software
— Knowledge/participation in organized sports
— Marketing skills; having an analytical mindset
Public/Media Relations Director: manage communications with media outlets and the public, as well as strategizing information for their players
Average salary according to Indeed – $65, 338 per year (May 2023)
Qualifications (Explained by Resources.Workable):
— Bachelor’s degree (required, preferable in Public Relations/related study)
— Experience as a public relation manager/similar roles
— Expertise and understanding in social media networking
— Written and oral communication skills; ability to connect with members
— Creative abilities
Ethical Conversations in the Sports Media Industry
In an ESPN article, the Institute for Diversity and Ethics in Sports released the 2021 Sports Media Racial and Gender Report Card: Associated Press Sports Editors (APSE) Racial and Gender Report Card. The Report included information and statistics which highlighted the ongoing issue of representation in the sports media industry. Media stories are “predominantly white and male” (Lapchick). To prove this, look at these two statistics taken from the APSE report: “77.1% of the reporters were white; 85.6% were men” and “&9.2% of the sports editors were white and 83.3% were men”. Lisa Wilson, former APSE president, stated, “We need more women in this industry. We need those voices. We need that perspective. We need them making coverage and hiring decisions” (Lapchick). While there is minimal progress in these numbers, ESPN has been one of the better companies to show its commitment to diversity and inclusion. 5/20 sports editors who worked for ESPN were women, and 61% of all assistant sports editors were people of color. Lapchick makes a concluding statement , “Nevertheless, I hope that the improvements in all but one racial and gender category are foreshadowing a more complete, diverse, equitable, and inclusive future for the sports media landscape.” Additionally, Xiomara Villarreal-Gerardo from The Daily Aztec talks about the lack of respect men have for women in the industry. She says, “This is one of the most common challenges that many women in sports face – having to prove themselves regularly.”