The fourth edition of the Most Attractive Employers in Sport report surveyed more than 1,600 people from 83 countries representing all continents, with the majority already working in sport, and asked them a simple question: “If you could choose to work anywhere in sport, where would that be?” At first, the respondents chose organisations divided into ten categories and, at the end, they indicated one single preferred choice, overall – the “Employer of their Dreams”.
The publication also features rankings of the most attractive employers in sport divided in the following categories: Football Clubs, Sports Teams (other than Football), Sports Teams in the USA, Sports Leagues, Sports Governing Bodies, Event Organisers, Sports Marketing Agencies, Sponsors, Sporting Goods Companies and Sports Tech.
Additionally, the report presents the aspects that candidates rate as most important when deciding where they would like to work.
Adidas, the global sporting goods company, joined FIFA, football’s world governing body, and the International Olympic Committee as one of the Top 3 Most Attractive Employers in Sport in 2024.
The German brand has displaced UEFA, the continental governing body for football, who dropped to eight place, to make the podium for the first time in a survey conducted by iWorkinSport.
Infront Sports & Media, a newcomer in the list, picked up an impressive fourth place, while another global sports marketing agency, SPORTFIVE, improved one position from last year, to clinch a position in the Top 5 Overall.
The list is the result of a study conducted by iWorkinSport, which surveyed more than 1,600 people from 83 countries representing all continents, with the majority already working in sport, and asked them a simple question: “If you could choose to work anywhere in sport, where would that be?” At first, the respondents chose organisations divided into ten categories and, at the end, they indicated one single preferred choice, overall – the “Employer of their Dreams”.
The Overall Top 20 ranking had five new entries, compared to 2023. In addition to Infront, the NFL reappeared in the list - after a one year gap - tied with FC Bayern Munich, on 17th place, the African Football Confederation appears in 19th, while TEAM Marketing closed this year's Top 20.
Other companies listed in the Top 20 are: FIBA (6th), NBA (7th), Real Madrid (9th), Nike (10th), Red Bull (11th), Manchester United (12th), Formula 1 (13th), FC Barcelona and Liverpool FC (tied in 14th), and Arsenal FC (16th).
The publication also features rankings of the most attractive employers in sport divided in the following categories: Football Clubs, Sports Teams (other than Football), Sports Teams in the USA, Sports Leagues, Sports Governing Bodies, Event Organisers, Sports Marketing Agencies, Sponsors, Sporting Goods Companies and Sports Tech.
Additionally, the report presents the aspects that candidates rate as most important when deciding where they would like to work.
In terms of types of organisations, sports professionals showed a preference for the excitement of working at a sports team (23% of the responses), followed closely by governing bodies (22%), and sports marketing agencies (20%). Event Organisers, Sports Leagues, Sponsors and sporting good brands were also named as places candidates would prefer to work.
Disclaimer: As the name suggests, the Most Attractive Employers in Sport survey doesn’t necessarily measure employees’ satisfaction but rather the companies’ Employer Branding - as it is open to anyone with a desire to work in sport to participate.
