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Break Into Sport Course by Sport Collective

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Are you ready to make your break into the world of sport business?

Are you passionate about sport, and want to build a career working within it?

Do you feel like you don’t know where to start or how to get that foot in the door?



Few industries offer a more rewarding career than sport, and with hard work, dedication - and a helping hand from the team at Sport Collective the Break Into Sport online course - you can make your ambitions a reality. We are going to help you build the career you dream of.

Whether you are working in a different industry and are ready to make the move across to sport, utilising your current skill set, or a recent graduate looking to break into the industry, this course will teach you what you need to know to make the move into sport.

Sport Calling:Break Into Sport is an online course, that you work through at a pace that suits your day-to-day life.

A team of course leaders from Sport Collective, the successful sports rights and marketing agency, will teach you how the business of sport works, give you gain an in-depth insight into the mechanics of each sport business discipline and help you work out the area that best matches your talents and passion.

Sport Calling: Break Into Sport will also give you first-hand knowledge about industry trends to help you sound like a seasoned pro, and key career advice that’ll give you the edge over your peers and enable you to fulfil your potential.

If you want to work in sport, this course is your stepping stone to getting the job.


“The course far exceeded my expectations. It was clear and precise and taught me so much. It helped me to understand what my strengths are, what I would be good at and how I can transfer my current skills. Even though breaking into the Sports Industry seems like a daunting task, this course provides the resources and coaching I need to confront the challenge with confidence and knowledge.”

Sports industry leaders from Sport Collective, who know what it takes to build a career in sport, have created Sport Calling:Break Into Sport, meaning it gives you relevant, up-to-date training from senior professionals who are at the top of their game.


We believe a career in sport should be more accessible.


We hear from people all the time who say they want to work in sport but just don’t know how or where to get a job. The industry appears, to the outsider, to be shrouded in mystery.


We know, however, that this isn’t the case, and with a better understanding of exactly what sport business is - and what roles and opportunities there are within it - you’ll be able to find your way in. We want to open doors for you and show you how to find your place in sport.


We are passionate about sport and love the work we do, so to be able to share our knowledge and mentor you - empowering the next generation of sport business leaders - gives us immense pride.

"Getting into sport business is tough but Peter and Sean have the experience and capability to make this journey a much smoother ride."

EELCO VAN DER NOLL - VP Sport & Entertainment Partnerships, Budweiser

When you have completed the Sport Calling:Break Into Sport online course you will


  • Have a detailed understanding of the sport business Industry – who’s in it, how it operates and what each of the key disciplines are.
  • Be able to make an informed decision on your future in sport - knowing what discipline and roles are right for you.
  • Have identified how usable your current skill set is and know how to show it when communicating with employers.
  • Have formed your own opinions about future trends in the industry and know case studies of best practice you can discuss in interviews - you’ll be an opinion-former, not an opinion-follower!

  • Have created a killer application - a brilliant CV and covering letter that are tailored to individual jobs


In short, Sport Calling:Break Into Sport will equip you with a tool belt that not gets you a job in sport, but will make you feel confident in your knowledge levels when it comes to starting that first role.

"These guys know sport inside out and walk the talk - recommended!"

MARK SHANNON - Head of Broadcast at The Football Association

Your Course Tutors

Peter Daire

Hi. I’m Peter and I will be your tutor in sponsorship, broadcast and athlete management. I have a twenty-year career under my belt in sport and entertainment and the last fourteen of those have been spent in senior roles in sport business.

Today, I am a Founding Partner of Sport Collective, a sports rights and marketing agency working with clients such as Nike, UK Sport, British Netball, Badminton GB,The PFA, Bloodhound, and EE. I am also a retained FIFA consultant, working with FA’s all over the world on their commercial and marketing strategy.

I spent seven years as Group Head of Sponsorship at The FA where I sourced, negotiated and managed high profile partnership deals such as Wembley Stadium connected by EE, The FA Cup with Budweiser and the England team sponsored by Vauxhall. These deals are collectively worth over $250m. Prior to The FA I was a senior manager at Sky Sports and before that that I was head of new media at Turner Broadcasting.

I am delighted to be able to share all my knowledge and experience with you on how sport business operates and give you the specific information needed to enable you to focus on what is most relevant to you. With my help you will gain the confidence you need to build a successful career in sport business.

Sean McAuliffe

I'm Sean and I will be taking you through the licensing, marketing and broadcast modules on the course. I am a founding partner of Sport Collective, sports rights and marketing agency, working with clients such as The FA, St.Andrews Links, Sky Sports, Taekwondo GB and Samsung. I am also a retained UEFA consultant, working all over the world on their commercial and marketing strategy.

I spent six years as Global Head of Business Development at The FA Group. where I oversaw the woldwide commercial strategy and development of The FA's core brands and assets, namely the England Team, The FA Cup, Wembley Stadium, St. George's Park and grassroots CSR programmes.

Prior to the FA I was the Commercial Director at sports rights specialists Copyright Promotions where I managed the sponsorship and licensing programmes of clients such as RFU, ECB, Chelsea FC, Jordan Grand Prix and Tennis Master series. I secured an industry first by sourcing and negotiating St Andrews historic global sponsorship agreements with Allianz, Callaway Golf and EA Sports. Prior to this I spent three years working on the Ferrari F1 team and motorsport accounts for a Bertelesmann AG subsidiary as European Marketing Manager. I also managed the ECb's live event merchandising rights during the Test Series.

Developing the Break Into Sport course and having the opportunity to teach and mentor the next generation of sport business professionals is proving to be a very rewarding experience. I look forward to welcoming you into our supportive community.

Matt Cutler

Hi – my name is Matt Cutler and I’ll be leading media, PR and communications. I’m a relative newbie to the sports industry compared to Peter and Sean, but don’t be alarmed – despite the babyface I’ve got nearly got a decade of experience under my belt having worked in sport since I left university.

By trade I’m a sports journalist; I joined SportBusiness Group in 2008 as a reporter on SportBusiness International and TV Sports Markets – two industry-leading B2B publications that’ve been around since the mid-90s. It is there I developed my skills and knowledge, interviewing some of the industry’s most influential names and creating content that set the agenda for a global readership working, or with a keen interest, in the business of sport.

In 2010 I became the youngest ever editor of SportBusiness International, a position I held for six years, before leaving in the summer of 2015 to work behind-the-scenes as a freelance media, communications and PR consultant for the sports industry. Saying that, you’ll still find me in the spotlight – or more specifically behind the microphone – asking questions to leading sport business on the SB Weekly podcast, a platform I set up in February 2016.

"For people wanting their big break, being able to learn direct from good people who actually work in the business is very exciting."

DAVID GIBBS - Digital Media Director, Sky Sports

About the course


This course gives you access to a combination of videos and printable resources. We aim to make sure our content and courses will always be thought provoking, inspirational and entertaining.


What's included?



Class Curriculum


  Lesson 1: Break Into Sport introduction
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  Lesson 5: Broadcast Media Rights
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  Lesson 9: Landing Your First Job in Sport
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  Interview Best Practice
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  Bonus Materials: Round table discussion with industry leaders
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Bonus Materials


Membership Of Our Community

A private community group where everyone who is an alumni of sport calling school can network, share resources and information. It's a place for members to seek advice and encouragement.


Mentor Weeks Online and Webinars

Your course tutors will hold online mentor sessions and group coaching calls where you can ask specific questions related to the course and to your career.


Mastermind video - Roundtable discussion with industry leaders

Peter, Sean and Matt spent an hour with a couple of beers discussing how they got into sport and achieved success in their careers. They also talk about some of the best moments they have enjoyed and why they love working in sport.


One Year Of Course Access and Free Updates

Any future updates to the course will be available to you free of charge!


Who is Break Into Sport for?


This course is for you if:

  • You are a professional with several years experience, in a role that may not fulfill you, you feel ready to transfer your skills into sport.
  • You are a recent graduate or post grad looking to secure your first job.
  • You are an ex-athlete looking to transfer into sport business.
  • You are passionate about sport and believe you can make a successful career within it.
  • You are ready and willing to commit to working through the course, doing the homework, putting time and effort into developing your knowledge, and to spend time creating a bespoke CV, letter and interview plan that will make you stand out from the crowd.
  • You are looking to be part of a community of people passionate about working in sport and have access to mentoring and support with your career.

"In the minefield that is the pathway into sport business, this is great leap in the right direction".

PHIL CARLING - Global Head of Football, Octagon


Why Sport Calling online courses?

  • Your teachers are all experts in their field, working at a senior level within sport business today. We will give you clear, specific, advice.
  • All examples and case studies throughout the courses are up to date and relevant.
  • The courses are easily accessible online. You will receive full access to the course immediately after sign up.
  • You will be welcomed into our online community. Within this group you can share thoughts and network with fellow sport business people as well as ask questions and receive mentoring.
  • You will receive access to coaching where you can speak directly to our course tutors and seek the advice and guidance you need.
  • You can work at a time and pace that suits you. You will have your own personal classroom within our school with all the video and printable materials in one place.
  • You will receive a digital certificate upon completion, great for adding to your LinkedIn page and CV.
Developing a career in the sports industry can be a long and challenging road, but having known Matt for a number of years - both as a colleague and working for Rio 2016, I can confirm he is a man worth listening to and learning from."

BERNARDO DOMINGUES - Communications Manager, Rio 2016 Organising Committee for the Olympic and Paralympic Games

How The Course Works


Break Into Sport is accessed online. You will have your own personal classroom within our school where all the video and printable lessons will be in one place.

You will have access to the full course immediately after you have signed up.

You work at your own pace, following the course at times that suit you.

As you work through the course you will be able to chat to other course participants as well as receive support and mentoring from the course leaders.

Simon Binks, Get Into Sport Business Workshop

"Thanks very much for the advice - I got the internship with Slingshot! At interview I was asked the exact sponsorship activation questions you suggested and happily I was ready to laud the efforts of Budweiser's Sponsorship of the FA Cup last year! The workshop also gave me a good feel for the landscape of the sport and sponsorship Industry."

Frequently Asked Questions


When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
After enrolling, you have unlimited access to this course until December 2018 - across any and all devices you own.
What if I am unhappy with the course?
We would never want you to be unhappy! If you are unsatisfied with your purchase, contact us in the first 14 days and let us know why.
Can you guarantee I will get a job?
We cannot guarantee that you are going to land your first job but for those students that are determined to pursue this field we can be the people to help get you there, and get you there quicker. You need to commit your time to follow all the training outlined in the course and follow up with your homework and further training / reading. For those that deliver 100% the opportunities are out there and you will shine above the competition.
Should I still take this course if I hold a degree or post grad degree in sport?
Absolutely yes! You can consider the Break Into Sport course as finishing school if you like - we will help you jump that final hurdle into landing the job you have been working towards for the past few years. We will give you specific knowledge and training to land the job you want and show prospective employers that you are ready for it.

If you want to learn how the sport business industry works and build the career in sport you have been dreaming of then Break Into Sport is the course you need to make it happen.

Enrol now to get started building the career you have been dreaming of.

Get started now!