Public Relations (PR) Jobs in the Sports Industry: A Quick Guide


Public relations professionals in the sports industry play a critical role in shaping the image and reputation of sports organizations, athletes, and events. This comprehensive guide will discuss the role of PR professionals in the sports industry, the types of jobs available, salary expectations, essential skills, and tips for landing a PR job in the sports industry.

The Role of PR Professionals in the Sports Industry

PR professionals in the sports industry manage the communication between sports organizations, athletes, and the public. They craft messages and stories that resonate with fans and the media, manage crises, and ensure a positive image is maintained. Their work helps to build strong relationships with media outlets, sponsors, and the public, ultimately contributing to the success of the sports organization or individual athlete.

Types of PR Jobs Available in the Sports Industry

  • Sports PR Coordinator: Supports the PR team in executing campaigns, writing press releases, and coordinating media requests.

  • Sports PR Specialist: Focuses on specific areas of PR, such as athlete representation, event promotion, or crisis management.

  • Sports PR Manager: Oversees a team of coordinators and specialists, developing and implementing PR strategies and campaigns.

  • Sports PR Director: Leads the organization's overall PR strategy, working closely with senior leadership to align initiatives with organizational goals.

Salaries on Offer to Entry-level, Junior-level, Intermediate-level, and Senior-level Candidates

  • Entry-level: $35,000–45,000 USD per year

  • Junior-level: $45,000–60,000 USD per year

  • Intermediate-level: $60,000–80,000 USD per year

  • Senior-level: $80,000–120,000+ USD per year

Please note that salaries can vary greatly based on factors such as the size and location of the organization, as well as the candidate's experience and qualifications.

Essential Skills Needed to Succeed in PR in the Sports Industry

  • Strong communication skills: The ability to craft compelling messages and effectively engage with media, fans, and stakeholders is crucial.

  • Crisis management: Handling crises and managing difficult situations is an essential skill for sports PR professionals.

  • Knowledge of the sports industry: Understanding the unique aspects of the sports industry is necessary for creating targeted PR campaigns.

  • Media relations: Building and maintaining relationships with media outlets is a critical component of sports PR.

  • Time management and organization: Managing multiple projects, deadlines, and media requests requires excellent time management and organizational skills.

Tips for Landing a PR Job in the Sports Industry

  • Gain relevant experience: Pursue internships or part-time positions in PR or within the sports industry using Rebound to build your skills and enhance your resume.

  • Network: Attend industry events, join professional associations, and connect with sports industry professionals on platforms like LinkedIn.

  • Customize your resume and cover letter: Highlight your PR experience, achievements, and passion for sports when applying for jobs in the sports industry.

  • Stay current: Keep up to date with industry trends, news, and developments to demonstrate your knowledge and commitment to the field.

  • Pursue additional qualifications: Consider earning specialized certifications or degrees in sports management, public relations, or communications to stand out in a competitive job market.


Sports PR professionals play a vital role in maintaining and enhancing the reputation of sports organizations and athletes. By honing your skills, gaining relevant experience, and networking with industry professionals, you can successfully land a PR job in the sports industry and contribute to the success and image of your favorite sports organizations and athletes.