You hear time and time again that “networking” is a way into the sports industry. LinkedIn is a great platform to connect with others but it can be difficult to actually create meaningful connections. The problem? Too many students and recent grads send cold messages that fall flat.
We’ve all seen them: vague introductions, copy-and-paste requests for “advice,” and messages that could’ve been sent to anyone in the industry. They’re not personal, they put the burden on the professional, and worst of all they don’t get replies.
Here’s how to fix that.
A Bad Example of Outreach
This kind of message is all too common:
Hi [Name]! My name is Jordan and I’m trying to break into the sports industry! I was wondering if you have any advice for someone new to the field? Anything you could share would be so helpful!
What’s wrong with it?
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It’s generic. The same message could be sent to 100 people without changing a word.
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No context. Hi Jordan, what are you?! Recent grad? Career-changer? The recipient has no idea.
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Vague ask. “Any advice?” puts all the work on the professional to figure out what to say.
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No clear next step. The pro doesn’t even know where to start – so they probably won’t!
How to Improve Outreach
If you want sports professionals to take you seriously, your outreach should:
1. Personalize With Research
Show the person why you’re reaching out to them.
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Example: “I admire the work you’ve done with sponsorship activations in the NBA”
2. Give Context About Who You Are
Are you a student? A recent grad? Let them know.
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Example: “I’m a senior at Ohio State studying Sport Management.”
3. Ask One Specific Question
Don’t ask for “any advice.” Ask something they can answer in a sentence or two.
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Example: “What’s the best entry-level job to pursue if I want to become a Sponsorship Director one day?”
4. Keep It Short
Four sentences max. Busy professionals will skim.
5. Make It Easy to Help
Suggest something low-lift.
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Example: “If you have time for a quick reply, I’d really appreciate it.”
A Better Version
Here’s how Jordan’s outreach could look instead:
Hi [Name], I’m a senior at Ohio State studying Sport Management. I’ve been following your work with the Chicago Bulls and really admire the way your team engages fans through partnerships. I’m interested in building a career in sports sponsorship and would love your advice on what entry-level roles best set the foundation for that path. Thank you for your time – I’d truly value your perspective.
Networking is a skill, and LinkedIn messages are often your first impression in the sports industry. A thoughtful, specific message can open the door to a valuable connection. A generic one gets ignored.
If you’re serious about breaking into sports, spend five minutes personalizing each message. It’s the difference between being left on read or getting the reply that leads to your first big opportunity.
