Recruitment Challenges in the Sports Industry (B2B Guide)

Hiring in the sports and outdoor sector in 2025 is proving far more complex than many hiring managers initially anticipate. While the market continues to grow, with more than 1.6 million people employed in sport-related roles across the European Union and an estimated year-on-year growth of 6.5 percent, this expansion masks a deeper imbalance.

Demand for qualified professionals now clearly exceeds supply in several strategic functions, creating structural recruitment tensions across the industry.

Talent scarcity in digital and tech-driven roles

Sports brands are accelerating the transformation of their business models. E-commerce, CRM, data analytics, digital marketing automation and sports technology are no longer support functions but core growth drivers.

This evolution requires hybrid profiles combining technical expertise, consumer understanding and sector-specific sensitivity. However, universities and traditional talent pipelines have not yet adapted to these emerging needs.

As a result, companies face longer time-to-hire, increased competition between employers and a sharp rise in offer rejections, particularly for mid-level and senior profiles.

Employer Value Proposition misalignment

Attractiveness is no longer primarily driven by compensation. According to the Brand Finance Employer Brand Index 2024, 64 percent of professionals in the sport and outdoor industries across Europe rank company culture and values as their top decision factor, ahead of salary or job title. Yet only 42 percent of employers clearly articulate their Employer Value Proposition in job advertisements. This gap creates confusion for candidates and weakens employer branding efforts.

Companies that fail to express purpose, impact, sustainability commitments or career progression risk losing high-potential candidates early in the recruitment funnel.

Geographical fragmentation and local market expectations

Recruitment challenges vary significantly across Europe. Germany remains the largest employment market, with strong expectations for bilingual German and English profiles and a high demand for operational excellence. France continues to experience growth in wholesale, retail and brand activation roles, particularly in lifestyle and outdoor segments.

The United Kingdom and the Netherlands, on the other hand, show a strong preference for e-commerce, performance marketing and digitally oriented profiles. This fragmentation forces HR teams to adapt their sourcing strategies, messaging and compensation benchmarks market by market rather than relying on a single European approach.

Recruitment speed and candidate experience as decision factors

Process efficiency has become a competitive advantage. A LinkedIn Talent Solutions report from 2024 reveals that 78 percent of candidates in Europe consider recruitment speed a decisive factor when accepting a role. Companies that provide structured feedback within seven days increase offer acceptance rates by up to 40 percent.

Lengthy decision cycles, unclear next steps or lack of communication are now perceived as red flags, particularly by in-demand candidates who often juggle multiple offers simultaneously.

A structural challenge requiring strategic adaptation

Recruitment in the sports industry is no longer a short-term hiring issue but a long-term structural challenge. In 2026, HR teams that succeed will be those that invest consistently in employer branding, simplify and accelerate recruitment processes, and proactively target niche talent pools rather than relying on traditional channels.

Organizations capable of aligning business transformation with people strategy will be best positioned to secure the skills needed to sustain growth and innovation.