Sports industry networking techniques to build key contacts

The sports industry runs on relationships. Athletes, coaches, executives, marketers, broadcasters, front-office professionals—in all these roles, success can depend on knowing the right people. It’s just as important to build relationships that last, and starting early can be a game-changer.

Research supports the value of early connections. A 2026 study of more than 120,000 Ivy League graduates found that networks formed through college athletics measurably influenced early career job decisions, with team-based connections being particularly influential.¹

For aspiring sports professionals, networking means finding genuine connections with people who can offer insight, mentorship, and opportunity. In a competitive field where many opportunities emerge through personal connections, a strong professional network can matter as much as building your resume.

This post explores how to build a professional network in the sports industry, including networking techniques, tips for college students, and effective in-person networking.

Foundational networking techniques for sports professionals

Research consistently links sports industry networking to employment and career advancement. Researchers Alan S. Kornspan and Michael A. Duve’s review of sport management research found that 98.9% of athletic administrators consider networking very helpful for obtaining employment, and 79% of NCAA Division I athletic directors report that networking activities were important in getting their jobs.²

Start by identifying the areas of the sports industry that align with your interests and career goals. The field encompasses much more than professional teams. Collegiate and interscholastic athletics, recreational sports, event and facility management, sport marketing, tourism, and sporting goods are all a part of it. Look for opportunities to meet people working in those areas through industry conferences, career fairs, professional associations, alumni events, and other gatherings.

When you meet someone new, focus on making a genuine connection rather than immediately asking for a job. Prepare an introduction in advance that explains who you are, what you do, and what interests you about the industry. Kornspan and Duve recommend a kind of “elevator pitch” as one way for students to introduce themselves effectively and start a conversation.² After meeting someone, look for appropriate opportunities to follow up.

The goal is to build relationships over time, including with peers, mentors, and industry veterans. Stay in touch, share relevant opportunities or industry information, congratulate contacts on career milestones, and continue looking for ways to expand your circle.

Networking tips for college students entering the sports industry

College students can start networking right away to build connections that will last throughout their careers. Here are a few networking tips for students:

• Join campus sports management clubs and organizations: Student organizations can connect you with classmates, alumni, faculty, and sports industry professionals and can provide experience in leadership roles
• Attend university-sponsored networking events, career fairs, and guest speaker panels: Come prepared with a personal introduction and a few questions, then follow up with the people you meet
• Take advantage of industry internships that align with your interests: Develop practical skills, explore potential career paths, and build professional networks. Meaningful internship experiences can contribute to career readiness and employability in the sports industry, according to a 2026 study³
• Volunteer at local sporting events: Volunteering can introduce you to people working in operations, marketing, event management, communications, and other areas of interest. Treat each experience as an opportunity to learn and build relationships that you can maintain long after the event

Students can get a head start by building foundational relationships in college and developing a professional network they can carry with them after graduation.

How to network in person at sports conferences and events

Online networking through LinkedIn and other socials can expand your professional reach, but research suggests in-person events are more valuable for building lasting connections. One study comparing virtual and in-person conferences found that 40% of previously unconnected pairs became acquainted at in-person conferences, compared with 22% at virtual conferences.⁴

Sports conferences, trade shows, academic conferences, and other industry events provide valuable opportunities to meet professionals and expand your network. Before you attend, research speakers and organizations you want to connect with, then prepare a few questions to help start conversations.

A brief elevator pitch can help you introduce yourself confidently. Share your basics, then invite the other person to talk about themselves and their work. Practice active listening and show genuine interest, asking follow-up questions and making eye contact.

After the event, check in with your new contacts within a few days. Mention something specific from your conversation, thank them for their time, and look for appropriate opportunities to stay connected, such as attending another industry event together or meeting up for a coffee. These simple steps can turn a new connection into a lasting professional relationship.

Advancing your sports career with the University of Kansas

The sports industry is people-driven, and that’s part of the fun. You need technical knowledge, but networking can be one of the best ways to find new opportunities and build long-term relationships that last throughout your career. College students are especially positioned to start early with internships, school organizations, and volunteering.

The University of Kansas offers an online master’s in sport management to help you put these strategies into practice. The sport management program offers collaborative projects, career programming, one-on-one mentorship, alumni connections, and a customizable internship to help you gain experience and build professional networks. Access to peers with similar interests can be invaluable in establishing a sports industry career.

Take advantage of all the benefits Jayhawk Networking has to offer. Explore the KU online master’s in sport management and the admissions requirements. Talk to an admissions outreach advisor about the master’s curriculum.

*The University of Kansas online program is a Master of Science in Education (M.S.E.) degree in health, sport management, and exercise science with an emphasis in sport management.