MODULE 4 – WEEK 12 Reading

PREPARING TO READ

A. GETTING STARTED. Discuss the following questions.

1. Did you dream of being a famous sports star and then, like most of us, discover you didn’t
possess the necessary talent? Are there other ways you could have a career in the sports
industry? What are they?

2. Are former professional sports players better suited to securing executive roles in sports
organizations, or should these roles be open to a wider range of professionals with diverse
business backgrounds but no sporting ability or experience?

3. Is the increasing role of technology in sports (VAR etc.) beneficial for the industry, or does it
detract from the traditional essence of sports?

4. As sports teams become more business-oriented, are they at risk of losing their connection
with fans, or does this approach ensure long-term sustainability and growth?

B. VOCABULARY BUILDING. You will read these words in the article below. Match each word with
its definition. Use a dictionary to help you.

Word Definition

_____ 1. sluggish (adj) a. to attract and hold the interest or attention of someone;
to charm or enchant
_____ 2. garner (v) b. statistical data relating to the population and particular
groups within it, such as age, race, or income
_____ 3. captivate (v)
c. the introduction of something new, such as a new idea,
method, or device
_____ 4. bemoan (v)
d. to grow, develop, or be successful; to flourish

_____ 5. demographics (n) e. to gather or collect something, especially information or

approval
_____ 6. thrive (v) f. beginning to develop or show promise in a particular field
or activity
_____ 7. innovation (n)
g. a system of training in which a person learns a trade or
profession by working under the guidance of a skilled
_____ 8. diversify (v) worker

h. moving or working more slowly than usual

_____ 9. apprenticeship (n)
i. to make or become more varied; to expand into different
areas or fields
MODULE 4 – WEEK 12 Reading

_____ 10. budding (adj) j. to express discontent or sorrow over something

MODULE 4 – WEEK 12 Reading

READING

Use Business Experience to Make a Sporting Career Your Goal

Adapted from an article in The Times by Jane Hamilton published July 11, 2024

This year’s “Summer of Sport” delivered a £233 million boost to the UK economy, as supporters
splashed out on food, drink and new TVs and devices to watch the Euros and Olympics. While a
welcome addition to the UK’s sluggish national spending, it’s a tiny fraction of the £20 billion the
sports sector generates for the economy each year. Equivalent to about 1 per cent of national
economic activity, it means sport is now big business.

Players and top managers may garner media and fan attention, but behind every successful sports
squad is a professional business team. More than 620,000 people are employed in the UK sports
industry and from 2010 to 2023 the sector has grown by 40 per cent, far outpacing the 25 per cent
UK average. Scott Parsons is the co-founder of sports recruitment specialist Forsyth Barnes, which
places executive-level professionals in leagues, teams, governing bodies and venues worldwide.
Previously many managers were former players who worked their way up, but Parsons believes the
increasing professionalisation of sport means it is also a coveted career choice for a wider range of
executives. He said: “Working in the sports industry offers a dynamic career path where, in most
cases, passion meets profession. Being at the forefront of major sporting events, connecting with top
athletes and contributing to the excitement that captivates fans all around the world brings a huge
amount of satisfaction to your work.” The types of professional roles available are growing too. While
most sports teams have executive management in place to handle commercial, operations, finance,
marketing and player performance, there is an increasing emphasis on technology jobs.

The integration of technology in sports is revolutionising not only how athletes train and compete,
but how fans experience the game. While much bemoaned by fans, the video assistant referee (VAR)
systems require developers and operators, leading to a spike in demand for performance-related
data experts from sport clubs across Europe. Technology has also transformed the way clubs engage
with fans, opening up specialist jobs creating content for social media platforms, apps and virtual
reality experiences. With more tech comes more data and most major sports organisations employ
data analytics experts to assist in broadcasting and media rights negotiations by providing insights
into viewer demographics, engagement patterns and content preferences. Parsons adds: “This
industry thrives on innovation, teamwork, and the spirit of competition, providing endless
opportunities for growth and creativity.”

Another priority is diversifying management opportunities. While there is increasingly fair

representation on the pitch, management is not yet a level playing field. To enable positive change,
an increasing number of sports apprenticeships offer fast-track paths into the industry. The
University of Hertfordshire’s degree apprenticeship in sports management has launched the career
of a number of budding sport executives while several Formula 1 teams run apprenticeships covering
management roles from sales to business partnering. Liam Parker, chief communications and
corporate relations officer for Formula 1, explains: “There are 20 incredible F1 drivers, but they are
supported by experts in roles such as communications, legal, marketing, broadcast, commercial and
logistics. We want to attract diverse and talented people from all backgrounds and there are many
roles — far more than people might think. A career in sport will be exciting and fast-paced and it’s an
opportunity to combine your passions with your skills and ambitions.”
MODULE 4 – WEEK 12 Reading

C. UNDERSTANDING THE READING. Read the text carefully and answer the following questions:

1. What is the main idea of the article?

a. The sports industry in the UK has experienced significant growth in recent years.
b. The sports industry is becoming more professionalised and requires a diverse range of skills.
c. The sports industry is a lucrative career choice for many people.
d. Technology is revolutionizing the way sports are played and watched.

2. What percentage of national economic activity does the UK sports sector account for?
a. 5%
b. 2%
c. 10%
d. 1%

3. What does the word “it” in paragraph 1 refer to?

a. The £233 million boost
b. The UK economy
c. The £20 billion generated by the sports sector
d. The national economic activity

4. How much has the UK sports sector grown between 2010 and 2023?
a. 25%
b. 30%
c. 50%
d. 40%

5. According to Scott Parsons, what is a major reason why working in the sports industry is
appealing to many professionals?
a. The high salaries
b. The opportunity to meet famous players
c. The combination of passion and profession
d. The flexibility in working hours

6. The word "coveted" in paragraph 2 is closest in meaning to _____.

a. desired
b. feared
c. hated
d. respected

7. What is the role of a data analytics expert in the sports industry?

a. To help athletes improve their performance.
b. To develop new technologies for sports.
c. To provide insights into viewer demographics and engagement patterns.
d. To manage the finances of a sports organization.
MODULE 4 – WEEK 12 Reading

8. The phrase "a level playing field" in paragraph 4 means _____.

a. a fair and equal situation
b. a competitive environment
c. a difficult challenge
d. a unique opportunity

9. Why are sports apprenticeships becoming more popular?

a. They offer a faster path into the sports industry.
b. They are less expensive than traditional university degrees.
c. They are only available for top athletes.
d. They are not as competitive as traditional university programs.

10. What point is Liam Parker making about Formula 1 teams?

a. They mainly rely on their drivers for success.
b. They have numerous experts working in various professional fields beyond driving.
c. They are looking to reduce the number of apprenticeships.
d. They focus more on sales than logistics.

D. ADDITIONAL RESOURCE FOR YOU TO EXPLORE. Did this topic interest you? Would you like to
learn more? Here are some tips on how to get a job in sports management.

▪ Look for internships, volunteer opportunities or entry-level positions within sports

organisations, clubs or agencies. Even roles outside of your desired field, such as marketing,
finance or operations, can provide valuable experience and insights into how the industry
operates.
▪ Consider pursuing a degree or certification program related to sports management, sports
marketing, or sports administration. These programs often provide specialised knowledge.
▪ Employers in the sports industry value passion and dedication. Demonstrate your love for
sports and your commitment to pursuing a career in the field through involvement in sports
teams, coaching, volunteering at sports events, or personal projects related to sports.
▪ Keep up-to-date with industry trends and news and follow relevant sports media outlets,
blogs, and social media accounts. Understanding current events can help you identify
opportunities and demonstrate your knowledge during interviews.
▪ Building relationships is crucial. Attend industry events, conferences and workshops. Connect
with professionals on platforms like LinkedIn.
▪ In addition to industry-specific knowledge, develop valuable transferable skills such as
project management, data analysis, digital marketing, or graphic design. Highlighting these
skills on your CV and during interviews can make you a more attractive candidate.
MODULE 4 – WEEK 12 Reading

AFTER READING

E. DISCUSSION AND REFLECTION. Share your experience and reflection with your classmates and
discuss the following questions.

● If you were to pursue a career in the sports industry, which role mentioned in the article
would you choose? Why?
● What skills or qualities do you think are most important for a successful career in the sports
industry?
● How has technology changed the way you experience or engage with sports as a fan?
● Can you think of examples where a team or sport lost touch with its fans due to business
decisions?
● Do you think sports organizations should prioritize profit or fan connection? Why?
MODULE 4 – WEEK 12 Reading

ANSWER KEY

VOCABULARY BUILDING

1. h
2. e
3. a
4. j
5. b
6. d
7. c
8. i
9. g
10. f

UNDERSTANDING THE READING

1. b
2. d
3. c
4. d
5. c
6. a
7. c
8. a
9. a
10. b