What It's Like to Work in Sports Media and Communications
Table of Contents
- Key Insights
- What Is Sports Media and Communications?
- Skills That Drive Success
- Career Paths in Sports Media and Communications
- A Day in the Life of a Sports Media Professional
- The Future of Sports Media
- Why Earn a Master’s in Sport Studies at Tulane SoPA?
- FAQs About Sports Media and Graduate Study
- Is it worth getting a master’s in exercise science or sport studies?
- What can you do with a master’s in sport science?
- Do you need prior experience to work in sports media?
- What’s the difference between sports journalism and sports communications?
- How is career growth in sports media and communications projected to evolve?
- Take the Next Step Toward Your Sports Career
Key Insights
- Sports media professionals connect athletes, teams, and fans through storytelling, strategy, and communication.
- Career options span journalism, broadcasting, public relations, social media management, sponsorship, and content production.
- Success in this field comes from skills like storytelling, cross-platform fluency, cultural awareness, and crisis communication.
- The sports media landscape is rapidly evolving with new opportunities in esports, streaming, and global fan engagement.
- Tulane SoPA’s Master of Science in Sport Studies provides flexible, online training designed to prepare graduates for careers in the sports industry.
When a highlight reel goes viral, when a heartfelt athlete profile makes headlines, or when a team’s social media sparks conversation among millions of fans, you’re seeing sports media and communications at work.
Professionals in this field do far more than just report scores. They create the stories, images, and connections that define sports culture.
For those who love both athletics and communication, sports media offers a career that blends creativity with influence. However, breaking into this competitive field requires advanced skills, professional credibility, and a strong understanding of the business of sports.
The Tulane School of Professional Advancement’s (SoPA) Master of Science in Sport Studies gives aspiring professionals the training and confidence to succeed.
What Is Sports Media and Communications?
Sports media and communications is the practice of shaping the stories and messages that connect athletes, teams, and fans. It includes coverage on television and radio, in-depth features in print, athlete interviews, social media campaigns, and live-streamed events.
Professionals in this field handle a wide range of responsibilities, including:
- Reporting on games, trades, and athletic milestones
- Managing press access and crafting official statements
- Designing marketing campaigns for teams or athletes
- Producing digital content to engage fans year-round
Because sports are cultural touchstones, these messages go beyond entertainment. They influence community identity, athlete reputations, and even social conversations.
Skills That Drive Success
Employers in sports media value professionals who can translate athletic performance into compelling stories while managing the demands of a 24/7 news cycle.
Storytelling
The heart of sports communication is narrative. Professionals transform statistics and events into stories that resonate emotionally with fans.
Crisis management
From injuries to controversies, sports organizations face unexpected challenges. Communicators must protect reputations while maintaining trust.
Cross-platform fluency
Messages reach audiences across television, podcasts, livestreams, TikTok, Instagram, and beyond. Adapting content for each channel ensures consistency and engagement.
Cultural awareness
Sports reflect issues of diversity, inclusion, and identity. Understanding these dynamics allows communicators to connect authentically with diverse fan bases.
Analytical thinking
Digital campaigns generate data that reveal what resonates with fans. Successful professionals use this information to refine strategy and improve outcomes.
Together, these skills create versatility. A single professional might draft a press release in the morning, manage social media updates during a game, and advise athletes on media interviews that evening.
Career Paths in Sports Media and Communications
Sports media is not a single role. It’s a field with many directions. Graduates with the right preparation can pursue careers such as:
Sports reporter or analyst
Cover live games, provide commentary, and publish analysis for broadcast, print, or digital outlets.
Communications director
Serve as the public voice of a team, league, or athletic association, managing press relations and official messaging.
Social media manager
Create content, build communities online, and keep fans engaged with real-time updates and behind-the-scenes access.
Sponsorship and brand manager
Collaborate with athletes and brands to expand visibility, drive revenue, and manage endorsement opportunities.
Content producer
Develop podcasts, livestreams, highlight reels, or digital series for sports networks and organizational platforms.
Each path highlights a different aspect of the industry, like storytelling, strategy, or digital innovation, but all require the ability to connect fans with the games and athletes they love.
A Day in the Life of a Sports Media Professional
Life in this field is fast-paced and often unpredictable. A typical day might include:
- Drafting press releases about roster changes or partnerships
- Coordinating live updates across multiple platforms during a game
- Preparing athletes with talking points for press interviews
- Meeting with sponsors to align on messaging
- Brainstorming digital campaigns to boost fan engagement
Sports media professionals operate in dynamic environments where adaptability and time management are just as important as communication expertise. For many, the thrill lies in being at the center of the action.
The Future of Sports Media
The landscape of sports communication is evolving quickly. Graduates entering the field will encounter opportunities shaped by technology and culture, including:
Esports and gaming
Competitive gaming has created entirely new ecosystems of teams, tournaments, and fans, each with unique communication needs.
Streaming and direct-to-fan platforms
Teams and leagues are producing their own content networks, giving fans unprecedented access while requiring new media strategies.
Globalization
International fan bases bring both opportunity and complexity, requiring sensitivity to cultural differences and global storytelling.
Data-driven strategy
Analytics guide decisions about marketing, content creation, and fan engagement, making data literacy a must-have skill.
These trends show why adaptability matters. Sports communication roles will continue to evolve with innovation, and those prepared to embrace change will be positioned for growth.
Why Earn a Master’s in Sport Studies at Tulane SoPA?
Sports media is competitive. To stand out, professionals need both specialized knowledge and credentials that demonstrate readiness for leadership. Tulane SoPA’s Master of Science in Sport Studies, offered in partnership with the Tulane Center for Sport, provides exactly that.
Build a strong academic foundation
The curriculum blends theory with application. Students study:
- Sport Marketing and Finance: Promoting teams, athletes, and events
- Ethical and Legal Issues in Sport: Understanding governance, compliance, and integrity
- Psychology of Sport: Exploring performance, motivation, and team dynamics
- Sociology of Sport: Examining diversity, inclusion, and community impact
Choose from specialized certificates
Students customize their degree with certificate tracks in:
This flexibility allows graduates to align studies with their career ambitions, whether in communications, leadership, or athlete support.
Learn with flexibility and support
Tulane SoPA designed the sports master’s program for working professionals. Features include:
- 100% online courses
- Rolling admissions
- No test score requirements
- Three start dates each year
Prepare for diverse career paths
By combining academic study with industry insight, the MS in Sport Studies equips graduates for careers in sports media, communications, and administration. For anyone aspiring to enter the field, it offers both a strong foundation and a clear pathway forward.
FAQs About Sports Media and Graduate Study
Is it worth getting a master’s in exercise science or sport studies?
Yes. Graduate study enhances expertise and expands career options. A sport studies degree prepares graduates for roles in communication, management, and leadership across athletics.
What can you do with a master’s in sport science?
Graduates can work in sports media, athletic administration, coaching, sponsorship, health promotion, or event management. The degree is versatile and adaptable to many goals.
Do you need prior experience to work in sports media?
Not necessarily. While internships help, Tulane SoPA’s MS in Sport Studies provides the skills, knowledge, and professional connections to enter the field confidently.
What’s the difference between sports journalism and sports communications?
Journalism focuses on independent reporting through news outlets. Communications involves shaping and managing messaging for teams, leagues, or athletes. Both require writing, research, and media literacy.
How is career growth in sports media and communications projected to evolve?
According to the U.S. Bureau of Labor Statistics, media and communication roles are expected to see steady demand, with about 109,500 openings each year between 2023 and 2033. Public relations specialists, a core part of sports communications, are projected to grow 6% over the same period, faster than the national average. This outlook shows strong opportunities for graduates entering digital media, PR, and fan engagement roles in sports.
Take the Next Step Toward Your Sports Career
Sports media and communications is a field built on passion, creativity, and connection.
If you want to turn your love of athletics into a career that influences how fans experience the game, Tulane SoPA’s Master of Science in Sport Studies can help. With flexible online courses, nationally recognized faculty, and a curriculum aligned with the realities of today’s sports industry, this program prepares graduates to succeed in sports media.
Start your path in sports today. Request more information about Tulane SoPA’s MS in Sport Studies program.
Explore Our Most Recent Media + Design News & Blog Posts
Take the Next Step.
By submitting this form, you agree to receive information about the Tulane School of Professional Advancement’s programs via email, phone and/or text. You may opt out at any time.
