In terms of entering the sport industry, interns as well as the sport organizations themselves will have certain expectations as it relates to the work environment. With that context, here are a few key areas to keep in mind and anticipate when entering the sport industry. Saying “yes” to assignments, asking relevant questions, and maintaining a positive attitude can help you thrive as an intern within the sport industry. Consequently, whether you are assisting with marketing and sponsorship fulfillment activities; serving as a site supervisor; or perhaps working in the concession stands, the key is to embrace those learning experiences and make the internship experience the best that you can possibly make it.

Task Diversification

Internship tasks can vary from one sport organization to the next. You may find yourself working in the ticket office, assisting with administrative tasks, or even having to put on the mascot costume all in the course of one day. Smaller organizations often have interns handling a wide range of responsibilities due to limited budgets, while larger sport organizations offer intern positions across various departments such as ticket-sales, front office, compliance, marketing, or even student-athlete services just to name a few. In my professional experience, I advise my students to find opportunities among a variety of different organizations. As a result, a student who thinks they want to work in the professional sports industry may find out his or her skills fit better at the youth level or vice versa. As such, exploring opportunities across a variety of organizations allows students to find where they truly belong and develop a diverse skill set, making them more adaptable and well-rounded professionals who can make well-informed career decisions. Overall, more opportunities interns find and work with in sports equips them with the flexibility, confidence, and insight needed to thrive in the sports industry.

Learning Opportunities

A good internship provides ample learning opportunities. Expect to gain tangible experience that you can add to your resume. Look for internships that expose you to a variety of aspects within the sport industry, allowing you to learn from experts in the field and glean a greater understanding of the organizational structure. Working in the sport industry can definitely provide challenging tasks and duties all within irregular hours to do them. Listed below are some strategies to aid in working in these conditions.

Periodic Seasons and Elevated Time Requirements

As we all know, sporting events follow specific periodic seasons (e.g. football in the fall, basketball in the winter, baseball/softball in the spring). As a sport industry intern, you’ll experience intense workload during competition peak time which requires you be flexible with your schedule.

Travel Demands

Sports teams and organizations travel frequently for games, tournaments and events which, in turn, means irregular hours, time-zone adjustments and other unanticipated changes.

Not all positions have the same peak time. Internships which work with the players, facilities, schedules, and media may be more intense during the season and just leading up to it. Marketing, sponsorships, and licensing, on the other hand, is a year-round job and may be busy during what is perceived as the down times of a particular sport.

As was mentioned in Chapter 5, I have one-on-one faculty to student “check-in” meetings. I typically ask about three main areas as it relates to the supervisor-intern relationship. The first involves asking the intern about their experience and whether they believe they are meeting the expectations of the sport organization. On average, the majority do say that they do, but often, most mention that there’s a learning curve they must adjust to. Clearly, that learning curve can be challenging for many student interns. With that being said, the sport industry is so much more unique compared to any other industry because first, you are dealing with a strong emotional connection among fans who identify deeply with their favorite teams and/or players. Second, because it involves the entertainment value and the unpredictability of outcomes, which adds excitement and suspense. Third, because media, live broadcasting coverage, and social media integration is symbiotic and highly lucrative. Finally, because the diverse revenue streams such as high-profile sponsorships and endorsements from various brands looking to capitalize on the popularity and reach of sports is immense; and as such, all contribute to its distinctiveness and appeal. As was previously mentioned, task diversification for interns is a reality. For example, there’s going to be intense heavy workload times such as game days and other events in terms of setup and break down if the intern works in facilities/events operations. Other times, the workload can be very light, especially if the team is participating at away contests. Therefore, one has to be flexible during the peak times and down times. Arrange academic and class schedules to have more flexibility during the sports season you’re trying to get an internship in. Consider taking classes over the summer term or in the off-season. At the University of Cincinnati in the sport administration program, for example, during a capstone internship there are no conflicting classes during the 400-hour requirement.

Another area I check in with revolves around workload balance as was previously identified and explained in Chapter 5. Taking it a step further, I mention that as it relates to the supervisor-intern relationship and the expectations they have, it can run on a continuum ranging from interns feeling overworked and overwhelmed to the other end of being completely bored out of their minds. For the most part, many of the interns I guide explain to me in the meeting that they fall somewhere in-between the two extremes. Some days may be more stressful, when a sense of being overworked comes in, whereas in other instances, such as doing paperwork or administrative tasks, their perceptions may move closer to the boredom part of the continuum.

Ask Questions

The last area I try to glean information from my interns and offer advice is within the area of having them ask relevant questions of their supervisors and in some cases easing their fear of asking them questions. Many indicate that they don’t, but in cases that they do, I do offer suggestions to rephrase their inquiry as follows. “Out of curiosity, how would you go about this task or challenge?” By asking it in that fashion, it takes the burden away from the notion that the intern does not know what they are doing; and presents it in a way that can provide insightful and quality feedback from their supervisor as well as a more open and positive environment. Here are a few points to expand on this approach:

• Curiosity over Fear: Fear of asking questions can hinder an intern’s progress. When they feel curious instead of anxious, they’re more likely to seek clarification. Moreover, by emphasizing curiosity, you shift the focus away from perceived incompetence and more toward a genuine desire to learn and improve.

•  Quality Feedback: When interns phrase their questions this way, supervisors are more likely to provide thoughtful feedback. Additionally, it invites supervisors to share their expertise and insights without judgement, fostering a collaborative atmosphere.

• Building Confidence: Rephrasing questions helps interns build confidence. As an intern, realize that seeking guidance is a sign of strength, not weakness. Over time, this approach can reduce the fear associated with asking questions of your supervisor.

• Open Dialogue: Interns should engage in open dialogue with their supervisors, and that is of utmost importance. In turn, supervisors should let them know that questions are welcomed and valued. As an intern, be sure to bring “fresh eyes” to the sport organizations and the situations they deal with because for the most part, supervisors generally want to know more information about the organization and the tasks and duties involved from the intern’s perspective. Finally, show your enthusiasm and energy, which can invigorate the workplace and show your supervisor you are actively engaged.

Learn the Business Side

Another expectation that interns should anticipate is understanding the business side of sports and that is crucial for many reasons including:

• Holistic Perspective: Knowing the financial and operational aspects allows you to see the bigger picture. It’s not just about the game itself, rather, it’s about sustaining the organization in such a way that helps achieve long-term success and financial stability

• Strategic Decision-Making: Revenue streams, corporate sponsorships, and financial management directly impact strategic decisions. For example, ticket pricing strategies (e.g.  , bundling), negotiating sponsorships, or allocating resources require business acumen.

• Career Opportunities: Many roles in sports involve business. Whether you’re in sales, analytics, or marketing, understanding revenue models enhances your career prospects.

• Fan Engagement: Effective marketing drives fan engagement. From social media campaigns to loyalty programs, business knowledge helps create meaningful connections with fans.

• Sustainability: Sport organizations need financial stability to thrive. By understanding revenue streams and sources, you contribute to the organization’s sustainability. Overall, the business side complements the passion for sports and in turn, ensures that you have a well-rounded and impactful career in the sport industry.

Find the Hidden Gems

Another expectation that sport internships could present is the notion of seemingly mediocre sports internships and how they can hold hidden gems of learning and growth. First, a seemingly mediocre sports internship develops resilience. It can teach perseverance, adaptability, and finding purpose even in routine work. Secondly, it can provide great observation skills. If the assignments you’re tasked with seem boring, take the time to observe organizational dynamics–in other words, the unwritten rules, power structures, and communication patterns involved. These insights are invaluable for interns to learn and comprehend. Third, the lesson of what not to do is valuable. Mediocre tasks reveal inefficiencies. Use frustration as fuel for innovation. Ask yourself, “How can this be improved or be better?” Fourth, connect with colleagues and network, which has been a common thread/theme throughout this book. Relationships matter. You never know who’ll open doors for your future. Remember, every experience, good, bad or indifferent, shapes you. Embrace the ordinary; it’s a stepping stone to extraordinary growth.

Avoid the Negativity

One last expectation I believe interns should understand and appreciate is refraining from interoffice politics and negative influences. Interoffice politics can include the understanding and managing of the power structures within an office and as such, gossip, backstabbing, and undermining colleagues to get ahead is certainly a negative influence that should be discouraged and minimized. Therefore, encouraging open communication and setting clear policies on acceptable behavior can help mitigate many of these issues. Listed below are key reasons why. 

• Focus on Learning: Internships are about learning and contributing positively. Engaging in office politics distracts from your growth and can harm relationships.

• Professional Reputation: Negative behavior spreads quickly. Maintain a positive reputation, be known more for hard work, collaboration, and integrity.

• Team Dynamics: Sports teams thrive on teamwork. Negativity disrupts synergy. Be a team player; lift others up rather than pulling them down. Remember, your attitude shapes your internship experience. Stay positive, learn, and contribute.

Manage Your Time

Last and certainly not least is the notion of the variability and complexity of the organizational challenges briefly mentioned above. The sport industry can indeed be fast paced. Interns often face challenges related to tight deadlines, high expectations, and the need to meet goals promptly. Here are some tips for managing downtime versus high-demand times during the sports internship.

• Prioritize Tasks: Identify the most critical tasks, and focus on them first. Prioritization ensures interns don’t get overwhelmed by less important activities. By concentrating on essential responsibilities, deadlines can be met more efficiently

• Efficiency Matters: Look for ways to be more efficient. For example, using technology tools (like computer apps or Microsoft Excel spreadsheets) can streamline planning and organization.

• Use Downtime Wisely: During away events, practices, or games for that matter, interns can use downtime for productive tasks. This could include planning for upcoming events, practices, or games; ensuring game officials are scheduled to referee certain contests; or working on other essential assignments.

• Be Flexible: Unexpected events happen all the time. Being adaptable and adjusting plans quickly when needed helps navigate through changes in schedules or unforeseen situations without compromising time management.

• Practice Time-Management Skills: On a regular basis, practice time-management techniques. Set timers for specific tasks or create to-do lists with deadlines. Overall, you want to have a culture of effective time management.

• Be Aware of Your Productivity and Peak Performance: Don’t forget to self-evaluate. Try to determine when you are most productive–when and in what environment you need to conduct complex tasks. For instance, if you need fifteen minutes to settle down, get a cup of coffee, or use the restroom, come in fifteen minutes before your shift rather than using the first fifteen minutes to prepare to work.

In conclusion, remember that effective time management contributes not only to personal growth and development, but also to the success of the entire sports organization.