Breaking into the sports business: How companies can appeal to Gen Z
From Bundesliga matches to designing athlete partnerships and acquiring new sponsors, sports business is and will remain an exciting field of work. However, there is also a shortage of skilled workers in this sector. Generation Z, which is now entering the labour market, also brings with it new expectations from employers, and companies are challenged to meet these demands.
Vanessa Pilvers
Published on November 28th, 2023
In this Insight:
Employers across Germany are facing the same problem: a shortage of skilled workers. According to the Federal Ministry of Economics and Climate Protection, 352 out of 801 occupations are affected. The sports sector is no exception. Due to constant growth and increasing globalisation, more and more talented and motivated employees are needed. However, the transition from the baby boomers to Generation Z marks a change in the priorities of employees and young professionals. Organisations that understand and integrate these new demands and needs of young talent are laying the foundations for successful collaboration with the new generation of workers.
New priorities and demands of young professionals
Honest and open communication from the company is particularly important to the younger generation, according to a 2021 study by recruitment firm Zenjob. Openness to new ideas and opportunities for personal and professional development are also particularly important to Gen Z. The working atmosphere and the way people interact with each other are much more important to young professionals than company structures. A professional training programme and an appreciative approach are therefore fundamental to offering Generation Z an attractive career start. SPORTFIVE shows what a training programme for young talent can look like in practice.
The way into the sports business at SPORTFIVE
The sports marketing agency puts a lot of emphasis on training the next generation of salespeople. The direct sales department has been firmly established for over 16 years. "Our own training centre," says Katharina Smith, Senior Director in the department. This is where motivated young professionals start their sales career with a one-year training programme at SPORTFIVE. During the first few months, the focus is on telephone acquisition, but employees are also closely supervised and coached in areas such as sales techniques and dealing with objections. Marcus Hoppe is an in-house sales coach who works with each employee to develop their individual sales style. This means that the newcomers are very close to the customer from the start. The programme also includes shadowing on Bundesliga match days.
After three to four months, the first responsibilities for up to three club projects follow. Finally, the employees spend a longer period of time at a SPORTFIVE partner club - often the basis for a long and successful collaboration after the end of the training programme. In addition, the newcomers are integrated into SPORTFIVE's mentoring programme for the duration of the entire training programme. They are assigned an experienced colleague as a mentor. Both sides benefit from the networking and valuable exchange of experience.
Perfectly prepared for a career in sport
"The newcomers are given responsibility early on, gain experience in different teams and can network well," says Smith, "This gives them the best chance of a successful career start with us. The majority of our associate positions are filled through the training programme. The Direct Sales department has always been the agency's internal career centre: dozens of people have climbed the career ladder and now hold various management positions. Candidates for SPORTFIVE's training programme do not need a degree or previous experience. What is required is local flexibility and the ability to self-present and listen. The clear focus on potential and personality emphasises that SPORTFIVE is not just about formal qualifications, but above all about the individual commitment of the applicants.
Conclusion
SPORTFIVE's training programme is not only a successful way to start a career, but also demonstrates how companies can use innovative approaches to attract and develop talented young professionals. The focus on practical training, combined with a strong mentoring programme, creates the ideal conditions for a promising career start.
It is crucial for companies in the sports business to adapt to the changing expectations of young talent. Solutions such as SPORTFIVE's programme not only address the current challenges of the skills shortage, but also provide a sustainable way to integrate the next generation of professionals.
