Career patterns of marketing managers in top European football clubs

Abstract

Purpose

The goal of this research was to explore career patterns of senior marketing managers in the best European football clubs (SMMEFCs).

Design/methodology/approach

The data came from the LinkedIn profiles of current and past SMMEFCs. Firstly, the optimal matching algorithm was used to determine clusters of pathways leading to a first SMMEFC position based on the main activity of the employing organisation. Secondly, these patterns were compared in terms of variables depicting the career paths, clubs and managers. Finally, the evolution of the post-SMMEFC careers was analysed.

Findings

People in their first SMMEFC positions are mainly male with a university degree in business and marketing, and with a predominantly functional experience in marketing. There are five ways to become an SMMEFC: through business (40% of the sample), football (32%), other sports (11%), marketing and communication (11%), and media (6%). As the majority of SMMEFCs come to their positions from outside the sporting world, the specificity of the football industry is not a serious obstacle. Instead, the careers are bounded by functional marketing experience. Among the individual sequences leading to a first SMMEFC position, only around half of the football cluster may be considered traditional careers. Football, and sports in general, seem attractive for post-SMMEFC career development for the majority of managers coming from all pathways.

Originality/value

The study is the first one to quantify career patterns in professional sports management. It provides new insights about marketing careers and practice in European club football.

Citation

Nessel, K. (2022), "Career patterns of marketing managers in top European football clubs", International Journal of Sports Marketing and Sponsorship, Vol. 23 No. 3, pp. 628-644. https://doi.org/10.1108/IJSMS-05-2021-0104