What sports employers really look for (That isn’t on your CV)

If you ask most candidates what determines success in a sports job application, the answer is usually the same: qualifications, experience, and a well-written CV. But when you speak to hiring managers across the industry, a different picture emerges.

Speak to hiring managers across organisations—whether that’s clubs, leagues, agencies, or rights holders consistent theme emerges: most candidates look similar on paper. The difference comes down to signals that aren’t captured in a CV—how someone thinks, how they approach the industry, and how they show up throughout the hiring process.

These are the factors that quietly influence decisions—and they’re often the reason one candidate progresses while another doesn’t. Understanding those qualities—and knowing how to demonstrate them—can significantly change how you’re perceived as a candidate. Here’s what sports employers are really looking for, beyond the CV.

1. Genuine passion (backed by action)

Saying you’re “passionate about sport” doesn’t carry weight on its own—it’s expected. What employers are looking for is how that interest shows up beyond passive consumption. Candidates who stand out tend to have taken some form of initiative—whether that’s creating content, contributing to projects, or actively engaging with a specific area of the industry. That might look like:

• Building a niche on LinkedIn around sports business insights

• Creating content, analysis, or commentary

• Volunteering at events or contributing to local organisations

• Exploring specific areas of the industry in your own time

To bring this to life in your application, focus on showing what you’ve done, not just what you enjoy. Even small, consistent actions—like publishing insights or contributing to a project—can demonstrate a level of engagement that most candidates don’t make visible and employers will pay attention.

2. Commercial awareness

A common gap employers highlight is a lack of understanding of how sport operates as a business.You don’t need deep expertise—but demonstrating awareness signals that you can connect your role to the bigger picture is very valuable – strong candidates show awareness of: Revenue streams such as media rights, sponsorship, and ticketing Shifts in fan behaviour and digital consumption The strategic priorities of the organisation they’re applying to You can demonstrate this by connecting your application to the wider context. Referencing a recent deal, trend, or challenge—and linking it to the role—shows that you understand how your position contributes to the bigger picture, rather than viewing it in isolation.

3. Attitude and work ethic

In many hiring decisions, especially at entry and mid-level, attitude carries more weight than candidates expect.Employers are looking for people who:

• Take ownership rather than wait for direction

• Show resilience when things don’t go to plan

• Are open to starting wherever needed and building from there

• Understand the realities of working in sport, including flexibility

This isn’t assessed through a single answer—it’s built up through your tone, examples, and consistency across the process. The key is to evidence examples. Instead of stating that you’re motivated or hardworking, show how you’ve handled challenges, taken initiative, or gone beyond expectations. This helps employers understand how you’re likely to operate day-to-day.

4. Cultural fit

Every organisation in sport operates differently. Some are highly structured, others more agile; some prioritise innovation, others consistency.Employers assess whether candidates will align with that environment by looking at:

• How you communicate

• How you approach teamwork

• Whether your values align with the organisation

This isn’t about hiring similar personalities—it’s about finding people who can operate effectively within the culture that already exists. To demonstrate this, go beyond surface-level research. Pay attention to how the organisation communicates publicly—its tone, messaging, and priorities—and reflect that understanding in how you position yourself. This shows that you’re not just applying, but doing so with intent.

5. Communication skills

Communication is one of the most visible—and most assessed skills in the hiring process.Employers notice:

• Clarity and structure in your CV and cover letter

• Professionalism in emails and outreach

• How effectively you express ideas in writing and conversation

Improving this comes down to being deliberate. Structure your application clearly, keep your messaging focused, and remove anything that doesn’t add value. Reviewing your application from a hiring manager’s perspective can help ensure your communication is sharp and easy to engage with.

6. Ability to build relationships

Relationships underpin much of how the sports industry operates.Candidates who stand out typically show an ability to:

• Build connections within the industry

• Reach out in a thoughtful and relevant way

• Engaging thoughtfully on platforms like LinkedIn

• Demonstrating awareness of key people and networks in the space

This isn’t about volume—it’s about quality of interaction. You can bring this into your application by referencing conversations, insights, or interactions you’ve had. This demonstrates that you’re already engaging with the industry in a meaningful way, rather than approaching it from the outside.

7. Curiosity and willingness to learn

The pace of change in sport—particularly across commercial aspects of the industry – this means continuous learning is essential.Employers look for candidates who:

• Stay informed about industry developments

• Explore areas beyond their immediate role

• Take initiative in building new skills and knowledge

To demonstrate this, highlight how you’ve invested in your own development. Whether through courses, self-driven projects, or consistently following industry trends, showing that learning is ongoing helps position you as someone with long-term potential. This is especially important for those entering the industry or transitioning from another sector.

Bring your CV to life

In practice, hiring decisions in sport, like all industries, are rarely made on qualifications alone. They’re shaped by a broader assessment of how a candidate thinks, communicates, and positions themselves within the industry.For candidates, the opportunity lies in making these qualities visible. By focusing not just on what’s on your CV, but how you bring it to life, you move from meeting the criteria to standing out within it. In a space where many profiles look similar on paper, that distinction is often what makes the difference.