10 Tips for a winning cover letter

We know…you are tired of having to write a cover letter for every single thing you apply to. It can be exhausting! But in the competitive sports industry writing a compelling cover letter is one of a few ways you can stand out to potential employers. The cover letter should not only highlight relevant skills and experiences but also convey passion for the sports industry and the specific organization they are applying to.

Here’s some advice to guide students in crafting an internship or job-getting cover letter:

1. Tailor the Cover Letter to the Specific Role and Organization

• Research the Organization: Before writing, research the organization thoroughly. Understand its values, mission, and recent projects. Tailoring the cover letter to the specific sports organization and the role being applied for demonstrates a genuine interest and commitment.
• Mention Specific Initiatives or Events: If the organization is known for specific events or community initiatives, mention them in the cover letter. For example, “I am particularly excited about the possibility of contributing to the marketing efforts for [specific event], which has been instrumental in promoting local sports engagement.”

2. Highlight Relevant Experiences and Skills

• Draw on Past Experiences: Even if a student doesn’t have direct experience in sports, they should emphasize transferable skills from other internships, part-time jobs, academic projects, or extracurricular activities. For example, skills like event planning, social media management, communication, teamwork, and leadership are all relevant to many roles in the sports industry.
• Highlight Teamwork and Leadership Skills: Sports is inherently a team-oriented industry, so showcasing experiences where the student has worked well with others or led a project can be valuable. They could mention a time they organized an event for a student club or volunteered with an organization.
• Use Quantifiable Achievements: Wherever possible, students should include numbers or metrics to showcase their impact in previous roles. For instance, “In my previous role as social media coordinator for my university’s intramural sports program, I increased follower engagement by 30% through targeted campaigns.”

3. Show Passion for the Sports Industry

• Convey Genuine Enthusiasm: Passion is critical in sports. The cover letter should reflect the student’s enthusiasm for sports and the specific area they are applying to, whether it’s marketing, operations, event management, or sports analytics. A student could share how their love for sports has shaped their academic or career choices, such as joining a sports club, attending games, or volunteering for sporting events.
• Discuss Personal Connection to the Sport or Team: If the student has a personal connection to the sport or team they’re applying to, they should mention it. For example, “As a lifelong fan of [team], I’ve followed the organization’s growth over the years, and I am excited about the opportunity to contribute to its continued success.”

4. Emphasize Learning and Growth

• Show Willingness to Learn: Internships are primarily learning opportunities, so students should express their eagerness to learn new skills and grow in the field. They can state that they are looking forward to gaining practical experience, deepening their knowledge of the sports industry, and contributing to the organization’s success.
• Link the Internship to Career Goals: Students should connect the internship to their future career aspirations. For example, “This internship aligns with my goal of pursuing a career in sports marketing, where I hope to create engaging content that enhances fan experiences.”

5. Demonstrate Communication Skills

• Write Clearly and Concisely: Since the sports industry values effective communication, the cover letter should reflect the student’s ability to convey ideas clearly and professionally. It should be well-organized, easy to read, and free of grammatical errors. Consider using bullet-points to highlight your relevant experience. It will stand out from all those paragraphs the hiring manager is sifting through.
• Engaging Opening and Closing: The cover letter should start with a strong opening that captures the reader’s attention. For example, “As a dedicated sports enthusiast with hands-on experience in event management and digital marketing, I am excited to bring my passion and skills to [Organization Name].” The closing should include a confident statement about the student’s enthusiasm for the position and their willingness to contribute.

6. Provide Specific Examples of Skills in Action

• Relate Skills to the Sports Industry: Students should mention specific skills that will be useful for the sports organization. For example, if applying for a role in social media or marketing, they could talk about their experience with platforms like Instagram or TikTok and how they can engage sports fans online.
• Include Problem-Solving Examples: The sports industry often requires quick thinking and problem-solving. Sharing an example of how they handled a challenging situation in a previous role – like coordinating a last-minute event or managing a high-pressure situation – can highlight their adaptability.

7. Address the Hiring Manager by Name (If Possible)

• Personalize the Greeting: If the student can find the name of the hiring manager or internship coordinator, addressing the cover letter to them directly shows attention to detail. If they cannot find a name, using a general greeting such as “Dear Hiring Manager” is acceptable, but personalizing it whenever possible is better.

8. Keep it Professional but Positive

• Strike the Right Tone: While it’s important to maintain professionalism, sports is often a fun and energetic industry. Students can strike a balance by being positive and enthusiastic in their tone, without sounding overly casual.

Example Structure of a Sports Internship Cover Letter:

1. Introduction:
   • Greet the hiring manager and introduce the purpose of the letter (applying for the specific internship). Mention how the student found out about the role.

Dear [Hiring Manager’s Name],

I am writing to express my interest in the [specific internship] at [organization]. With a background in [relevant field or studies], combined with my passion for [specific area of sports], I am excited about the opportunity to contribute to your team and learn from industry professionals.

1. Body Paragraph 1:
   • Highlight relevant skills and experiences, particularly focusing on what makes the student a good fit for the sports industry. Provide specific examples of past achievements that showcase skills such as teamwork, leadership, communication, or event management.

In my previous role as a marketing assistant for [organization], I successfully managed social media accounts, increasing follower engagement by 25% through targeted campaigns. This experience helped me develop strong communication and organizational skills, which I look forward to applying at [sports organization].

Consider inserting your achievements as bullet-points here to break up the wording.

1. Body Paragraph 2:
   • Express enthusiasm for the sports industry and the specific organization. Discuss why the internship aligns with the student’s career goals and how the student can contribute to the team.

I have always been passionate about the sports industry, and my involvement in [sport or organization] has solidified my desire to pursue a career in [sports marketing/operations/etc.]. I am particularly excited about the opportunity to work with [organization], whose innovative approach to fan engagement and dedication to community outreach aligns with my values.

1. Conclusion:
   • Reiterate the student’s excitement for the role and willingness to contribute. Close with a call to action, such as an invitation for an interview or further discussion.

Thank you for considering my application. I am eager to contribute to your team and gain valuable experience through this internship. I look forward to the opportunity to discuss how my skills and passion for the sports industry align with [organization’s] goals.

Sincerely,
[Student’s Name]

By following these guidelines, students can create a personalized, engaging, and professional cover letter that highlights their strengths while showing their passion for the sports industry.