
New Trend
In the recent past decades, notable sport organizations, especially football clubs and teams worldwide, have introduced a new portfolio in their playing teams’ coaching human resource hierarchy – Managers. These people used to be referred to as Head Coaches. By this change, they (Managers) are given more roles and responsibilities beyond getting players ready for match days. A Manager isn’t only tasked with athlete training and development and the selection of match day line-ups but is, in most cases, required to join club management team members to make key team and club decisions.
This sport leadership innovation has bridged the gap between the playing and management teams of most professional sport clubs. What then is the relationship between sports management and managing sports and how do they impact the development and promotion of sports?
Sport Management
Sports management encompasses the governance, business and administrative facets of sports. The focus of sports management extends beyond the playing field and considers areas such as sports finance, sports marketing and promotion, sports facilities management, and sports events planning.
It covers the planning, organizing, leading and controlling of resources around a sports value chain to ensure that entities that have invested in sports receive value and good return on their investments. Sports management also looks at the consumers of the sports product and how the experience and impact of sports can be enjoyed with very little distractions. In other words, sports management bridges the gap between the sports investor and the sports consumer by churning raw sports investment into something that can be enjoyed by the people sports is created for.
In professional sports, sports management is key in areas such as contract negotiation for athletes, human resource management (coaches and other professional), management of leagues and competitions, organization of major and mega sports, events and the day to day running of sports organizations.
Managing Sports
Managing sports, which is another key area in the sports industry, refers to the act of leading and directing athletes, sports teams and sport playing bodies towards set goals. Managing sports unlike sports management, involves making strategic decisions related to the development and performance of an athlete or a sport playing team, such as selecting and training players, player and team fitness and wellbeing, creating game plans, and making decisions about team strategy during games.
Managing sports concentrates efforts on the outcomes on the playing field. It involves process of coaching and leading athletes and sports teams through the creation and maintenance of harmony within teams, building honest relationships between the players and coaches, and being extremely perceptive to everything that is going on in the team. It includes setting goals, developing strategies, and overseeing the training and performance of team members.
Both sports management and managing sports require unique leadership skills to be successful. A combination of communication skills, people management skills, analytical skills and flexibility, as well as knowledge of the sport and the business of sports is key.
Looking Into The Future
Though the two concepts are related, they cover distinct aspects of the broader sports industry and require some specific technical and professional skill sets and licenses at certain times to achieve their goals.
To deliver a good sport experience to the fans and audience of any sports product, while ensuring favorable return on investment to investors and partners in sports, the functions of sport management and managing sports must be well defined and professionally executed.



