A Sales Executive sells products and services to consumers. Aiming to maximise profit at all times, they identify business opportunities and analyse sales options. Customer service is important in encouraging a consumer to buy a product or service. Sales Executives need to be confident at presenting and negotiating, building positive relationships and treating clients with respect. Regular reviews of their performance are required. A Sales Executive then analyses their work and plans how to reach monthly targets. This requires effective negotiation with consumers, liaison with suppliers and knowledge of buying trends. Within sport, a Sales Executive may be employed by a range of employers to sell products and services such as matchday tickets, magazines, advertising space, footwear and replica kits.


A Sales Executive may work in B2B (Business to business) or B2C (Business to Consumer). The two areas have different demands, but broadly speaking B2B requires a Sales Executive to build strong relationships and understand the commercial needs of companies, while B2C a comprehensive knowledge of the consumer landscape and how a sports business’ product or service can fit into their daily life.


It’s possible to access a role as a Sales Executive upon leaving either school or university. An undergraduate degree is considered beneficial but not essential.


Personality, attitude and commercial awareness are the key traits employers look for. Experience in customer services or hospitality is helpful in developing these traits. Job shadowing, networking and placements are also good ways to make a CV more attractive.


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