Because of the many stakeholders involved – the community, the student body, alumni, and administrators – the task of marketing a school’s athletic programs can be daunting. A comprehensive plan must appeal to all stakeholders, with sub-campaigns to speak to each individual group. For example, student promotions must focus on raising student awareness of athletic events, student attendance at athletic events, overall university recognition of athletics, and image enhancement. The AD of Marketing will also drive the overall sponsorship program. As discussed in the “Sports Marketing and Athletics Sponsorships” section of SportsCareerFinder, many schools outsource the management of their corporate partnerships to an agency. Even when such an arrangement is in place, the school needs a liaison with the agency to ensure sponsorships secured are in line with the image the school wishes to maintain.
The hours often will require weekend and holidays, as they will often supervise community service and campus events. Finally, they will assist in coordinating all game day and special event promotions and often oversee dance team and cheerleaders.
Qualifications. A marketing degree or other related business degree with preference given to those earning an MBA. Past experience with fundraising and marketing of sports related events or products also is of benefit.
Salary Ranges. Beginning entry level positions at $35,000, average of $50,000, to the top end of $100,000.