Sports Business: A Recruitment Logic in Its Own Right

The sports business is undergoing major transformation in France.
The sports economy and related services account for 275,000 jobs—that’s 2% of national GDP, representing €35 billion in revenue in France and €600 billion worldwide (Source: Kurt Salmon).
These figures are staggering… and they continue to grow year after year.
The landscape is shifting, and the French sports ecosystem is evolving, drawing inspiration—sometimes strongly, sometimes cautiously—from practices developed in the United States. In France, as in most European countries, sporting culture has long been tied to competition, whereas American sports have fully embraced an unapologetic business logic. In the U.S., the key is not so much to take part—but to make money.

IN FRANCE, ENTREPRENEURIAL INITIATIVES AND DEDICATED TRAINING PROGRAMS IN THE SPORTS SECTOR ARE MULTIPLYING
The development of new businesses revolves around two main areas: watching sports and playing sports. I have witnessed this firsthand over the past several years, working alongside major federations (FFF, FFR, FFT, FFH), Ligue 1 football and Top 14 rugby clubs, but also SMEs and start-ups (Keneo, EforSports), the Paris-based incubator Le Tremplin, not to mention equipment manufacturers and retail giant Decathlon.
Training programs dedicated to this sector are booming: business schools and universities are welcoming waves of students, all highly motivated and passionate about sports. Examples include SMS, AMOS, Kedge, EDHEC, as well as Aix-Marseille and Limoges universities.

DEVELOPING TRUE RECRUITMENT EXPERTISE IN THE SPORTS INDUSTRY HAS BECOME A NECESSITY
This sector has its own unique codes, which must be understood and practiced. But to succeed in its development, the sports economy has no choice but to open itself to the outside world.
Hiring former athletes is not enough—and does not always guarantee the right technical skills. Decision-makers now realize that real growth requires recruiting talent from other industries… whether they are passionate about sports or not.

THE SPORTS BUSINESS IS A COMPLEX, FAST-GROWING, AND DYNAMIC UNIVERSE, INCREASINGLY ATTRACTING YOUNG GENERATIONS AND GRADUATES FROM TOP SCHOOLS
I must commend the CEO of a Ligue 1 football club who recently entrusted us with the recruitment of his Commercial and Marketing Director—specifically requesting a candidate not from the world of football or professional sports. The choice proved successful: both candidate and client are very satisfied with the outcome. This recruitment—far from a “cloning” approach—demonstrates the growing openness of the sector.

Author: Grégoire Beaurain – February 2017. Consultant in Finance Practice and coach, he regularly leads training sessions and conferences in business schools and on social networks.
As President of the EDHEC Alumni Sport Business Club, he hosted a conference on the sports economy in October 2016. His guests included Edouard Donelly, CEO of Keneo; Thomas Held, CEO of EforSports; Benoit Muller, CFO of PSG; and Gurvan Kervadec, Sports Director of the French Rugby Federation.