Trade guide
Sports merchandising manager
Merchandising is an essential part of the sporting world. The job of merchandising manager is often confused with that of marketing manager. Admittedly, they are two very similar jobs, but on closer inspection, there are differences. Marketing involves defining a strategy to improve the visibility of a product or brand. Merchandising, on the other hand, involves presenting an existing product and improving it in line with consumer buying behaviour. To find out more about the job of sports merchandising manager, see the article below.
The business
What is a sports merchandising manager?
Its role
The sports merchandising manager is a sales professional working in the sports sector. Their job is to optimise the sale of sporting goods or to promote sporting events and brands. They must put in place an operational plan to ensure success with consumers. Thanks to a well-thought-out strategy, they draw the attention of their target audience to their product. They ensure that sports professionals and enthusiasts are interested in their brand rather than another.
Its field of action
In principle, sports merchandisers work in a shop dedicated to sporting goods. Working with a particular club, they sell merchandising products bearing the club’s logo. On average, this accounts for 8% of revenue.
However, a sports merchandising manager may also work for large sports brands. They are responsible for optimising sales. Their position is essential in this type of institution. They steer the marketing strategy and manage their own team.
The functions
What are the duties of a sports merchandising manager?
The tasks of a sports merchandising manager revolve around marketing services. They carry out research to implement the right strategy. This is to optimise the sale of sporting goods. Their tasks also include :
optimise the visibility of the product to customers
implement an operational marketing policy
optimise the visibility of the product to customers
neutralising competitors: to do this, it carries out research to identify the competition, known as competitive intelligence. This helps them to stand out from the crowd.
identify the needs of potential consumers and captivate them by meeting their expectations
promote the brand and get people talking about it: using marketing techniques
Qualifications
The qualities and skills needed to be a good sports merchandising manager.
A good sports merchandising manager must know everything about the world of sport and be passionate about marketing. These two qualities are very useful because they are the foundations of the job. The job also requires strong negotiating skills to convince customers to buy a merchandising product.
You’ll also need to acquire team management and project management skills. A sports merchandising manager must have good interpersonal skills, know how to communicate and be friendly. They need to be analytical, curious and responsive. They must be able to take the initiative quickly. Creativity and fluency in a second language are also essential in this job.
The benefits
What are the advantages of working as a sports merchandising manager?
There are many advantages to being a sports merchandising manager. Apart from a fairly generous salary, the working conditions are interesting. It’s an exciting job that requires a lot of contact. You need to be a good talker and a good negotiator. Working in this field can be both easy and stimulating.
The constantly changing world of sport is dynamic and fulfilling. Contact with different top athletes, personalities and people in high places can be very rewarding. This applies both professionally and personally.
Remuneration
Sports merchandising manager: salary and career development.
A sports merchandising manager earns around €2,500 or €3,500 a month. In one year, they can earn between €30,000 and €45,000 gross. The salary may increase or decrease depending on the level of experience and qualifications.
Remuneration may depend on the size of the company, the status of the sportsperson he or she represents and the geographical location. Over the years, this job can evolve into a position as marketing director. You can also pursue a career in e-sports.
Up to
45 000€
Salary per year
Training courses
What studies do you need to become a sports merchandising manager?
Our training courses
If you want to pursue a career in this field, you need to achieve a 5-year degree in sports marketing and management. That’s the only way you’ll be able to do it later. This is a demanding field. Fortunately, INSEEC is here to help you. We offer a sports specialisation. The courses on offer enable you to apply for the job of sports merchandising manager. We have :
Our school specialising in business and management offers high-quality training courses to help you acquire the skills you need for this job. They are registered with the RNCP and approved by the Ministry of Employment.
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