Stadium Manager
HOW TO BECOME A STADIUM MANAGER
Their playground is not only the pitch, but rather the stadium as a whole. Stadium managers have become a key asset in helping sports clubs diversify their income.
What is the origin of the stadium manager career?
Since 2013, the LFP (French Professional Soccer League) has included in its rules and regulations the mandatory requirement for every professional club to work with a stadium manager. A booming profession right now in France, it is already well established in neighboring European countries (Germany, the UK and Spain).
To counter their dependence on TV rights revenue, clubs count on their stadium to increase their earnings and find alternative financing channels through the operation of this venue. Stadium managers are a logical extension of the sports business model and the emergence of a new economic model for French stadiums, as in the case of the Pierre-Mauroy Stadium in Lille or the Groupama Stadium in Lyon.
Although this career has essentially developed in soccer, other sports have adopted the model, such as rugby, handball and basketball.
What are the duties of a stadium manager?
Likened to an orchestra conductor, the stadium manager career is one of the latest new jobs in the sports industry.
The role’s key mission consists in managing a specific stadium. Their goal is to generate profit for the stadium. To this end, they must coordinate all the teams that work within the stadium, following the club’s guidelines and policy. In other words, they are in charge of running the stadium. This entails, for example, coordinating any renovations or building work and organizing events on site.
To increase the stadium’s appeal, stadium managers set up projects to boost attendance and profit. They are allocated a budget which they must manage.
Whether in the field or in their office, stadium managers are operatives who play both an active and advisory role in several areas. As such, they are involved in stadium management, communication, sports facilities and sponsorship as well as stadium security, shops, restaurants and ticketing. They are active on every front.
Stadium managers represent their sports club and deal directly with partners or stakeholders such as sports federations and opposing clubs.
Events are the most intense periods for stadium managers, as they must ensure the safety of both the audience and top-level athletes on site, but also take care of organization prior to the event to ensure it goes well. In addition to sports events, stadiums may host concerts and conferences. As a result, the offer and the stadium must be adapted to the expected audience.
Stadium managers work closely with other team managers, such as the head of security and safety, the chief steward, club executives, maintenance and shop managers, etc. They may even wear several hats, especially that of security officer.
Their tasks and room for maneuver will depend on the stadium’s economic model.
Key qualities and skills required of a stadium manager.
To succeed in their role, professional venue managers must possess a number of key qualities, such as:
- versatility: stadium managers perform a variety of tasks. As managers, they must demonstrate excellent knowledge and advanced expertise in the following fields: sales, communication, marketing, the sports market, people and human management, etc. These day-to-day tasks require that they operate in every strategic area to boost the stadium’s appeal.
- organizational skills: carrying out all their missions successfully requires a flair for organization. This is an essential quality especially when managing a large-sized venue with significant staff.
- ability to deal with stress: stadium managers are constantly under high pressure. They must manage several teams. What’s more, they are the ones to turn to in the event of problems. Only present in professional clubs, they are in charge of hosting and organization major events and their inevitable contingencies.
- have excellent knowledge of the sports universe: to stand out and implement new projects, stadium managers must keep abreast of the latest developments and of the competition. They must understand both the audience’s demand and market offerings.
Salary range and career prospects
A stadium manager’s pay may vary between €2,000 and €5,000 net per month. Indeed, their compensation depends on the club for which they work. The bigger the club, the greater the responsibilities. Their salary also depends on the stadium’s business model. Given the growing figures in the sports business, they can expect a rapid rise in salary.
Stadium managers can start their career working for a small structure and later transition to a larger club, with greater missions and responsibilities. If they are experts in several sports, stadium managers can branch out into other athletic disciplines.
Other career opportunities are marketing, communication, events organization and sports management or sponsorship with a sports brand.
What qualifications are required to become a stadium manager?
This profession requires specialized training in sports to understand the issues involved.
Individuals need to have a Bac+3 or Bac+5 diploma in sports-related professions, such as a Bachelor’s or Master’s degree. Specialization in management, events or sports marketing is another possible route to this profession.
These courses have the advantage of preparing students for all the functions of a stadium manager, thanks to the acquisition of fundamentals in economics, finance, marketing and management. Professionalization is a central feature of these courses. The final year is devoted to workshops and professional projects.
Speaking English is a skill that many clubs appreciate, so taking a course in English is a real asset. One or two semesters abroad can also be part of the curriculum, enabling students not only to develop their knowledge of the sports market, but also to discover another culture.
Since 2013, the LFP (French Professional Soccer League) has included in its rules and regulations the mandatory requirement for every professional club to work with a stadium manager. A booming profession right now in France, it is already well established in neighboring European countries (Germany, the UK and Spain).
To counter their dependence on TV rights revenue, clubs count on their stadium to increase their earnings and find alternative financing channels through the operation of this venue. Stadium managers are a logical extension of the sports business model and the emergence of a new economic model for French stadiums, as in the case of the Pierre-Mauroy Stadium in Lille or the Groupama Stadium in Lyon.
Although this career has essentially developed in soccer, other sports have adopted the model, such as rugby, handball and basketball.
Likened to an orchestra conductor, the stadium manager career is one of the latest new jobs in the sports industry.
The role’s key mission consists in managing a specific stadium. Their goal is to generate profit for the stadium. To this end, they must coordinate all the teams that work within the stadium, following the club’s guidelines and policy. In other words, they are in charge of running the stadium. This entails, for example, coordinating any renovations or building work and organizing events on site.
To increase the stadium’s appeal, stadium managers set up projects to boost attendance and profit. They are allocated a budget which they must manage.
Whether in the field or in their office, stadium managers are operatives who play both an active and advisory role in several areas. As such, they are involved in stadium management, communication, sports facilities and sponsorship as well as stadium security, shops, restaurants and ticketing. They are active on every front.
Stadium managers represent their sports club and deal directly with partners or stakeholders such as sports federations and opposing clubs.
Events are the most intense periods for stadium managers, as they must ensure the safety of both the audience and top-level athletes on site, but also take care of organization prior to the event to ensure it goes well. In addition to sports events, stadiums may host concerts and conferences. As a result, the offer and the stadium must be adapted to the expected audience.
Stadium managers work closely with other team managers, such as the head of security and safety, the chief steward, club executives, maintenance and shop managers, etc. They may even wear several hats, especially that of security officer.
Their tasks and room for maneuver will depend on the stadium’s economic model.
To succeed in their role, professional venue managers must possess a number of key qualities, such as:
- versatility: stadium managers perform a variety of tasks. As managers, they must demonstrate excellent knowledge and advanced expertise in the following fields: sales, communication, marketing, the sports market, people and human management, etc. These day-to-day tasks require that they operate in every strategic area to boost the stadium’s appeal.
- organizational skills: carrying out all their missions successfully requires a flair for organization. This is an essential quality especially when managing a large-sized venue with significant staff.
- ability to deal with stress: stadium managers are constantly under high pressure. They must manage several teams. What’s more, they are the ones to turn to in the event of problems. Only present in professional clubs, they are in charge of hosting and organization major events and their inevitable contingencies.
- have excellent knowledge of the sports universe: to stand out and implement new projects, stadium managers must keep abreast of the latest developments and of the competition. They must understand both the audience’s demand and market offerings.
A stadium manager’s pay may vary between €2,000 and €5,000 net per month. Indeed, their compensation depends on the club for which they work. The bigger the club, the greater the responsibilities. Their salary also depends on the stadium’s business model. Given the growing figures in the sports business, they can expect a rapid rise in salary.
Stadium managers can start their career working for a small structure and later transition to a larger club, with greater missions and responsibilities. If they are experts in several sports, stadium managers can branch out into other athletic disciplines.
Other career opportunities are marketing, communication, events organization and sports management or sponsorship with a sports brand.
This profession requires specialized training in sports to understand the issues involved.
Individuals need to have a Bac+3 or Bac+5 diploma in sports-related professions, such as a Bachelor’s or Master’s degree. Specialization in management, events or sports marketing is another possible route to this profession.
These courses have the advantage of preparing students for all the functions of a stadium manager, thanks to the acquisition of fundamentals in economics, finance, marketing and management. Professionalization is a central feature of these courses. The final year is devoted to workshops and professional projects.
Speaking English is a skill that many clubs appreciate, so taking a course in English is a real asset. One or two semesters abroad can also be part of the curriculum, enabling students not only to develop their knowledge of the sports market, but also to discover another culture.
