Salary Trends in the European Sports Industry (2025 Update)

Salaries in the European sports industry are evolving rapidly, shaped by digitalization, sustainability, and shifting retail dynamics. For both recruiters and candidates, knowing the benchmarks is essential to remain competitive.

Average salary ranges

In 2024, sports retail managers earned around €45,000 to €55,000 per year, while e-commerce managers averaged between €65,000 and €75,000.

Senior brand managers at global HQs often surpassed €90,000, and marketing directors at top brands can exceed €120,000 in Germany or Switzerland. The most lucrative roles are in product and digital strategy, where return on investment is directly measurable.

These benchmarks help employers calibrate offers and candidates negotiate fair packages aligned with market trends.

Differences by country

Salaries vary greatly across Europe. Germany and Switzerland lead the way, paying roughly 20–30% above the EU average, while Italy and Spain remain lower.

France is experiencing rapid growth in wholesale and retail salaries due to strong market demand. The UK remains competitive, particularly for digital marketing and sports tech roles.

With increasing remote work, employers are rebalancing pay scales based on skill scarcity rather than geography, a trend accelerated by global recruitment platforms like Sportyjob.

Gender pay gap

The gender pay gap persists across the sports sector. In 2024, women earned about 14% less than men in equivalent positions, though some countries like Sweden and Denmark report gaps below 7%.

Brands such as Adidas and Patagonia have implemented transparent pay frameworks and regular audits, improving fairness and retention. Equal pay is also becoming a reputational issue: companies that close the gap faster enjoy better employer branding scores and significantly higher retention among female employees.

Benefits and non-financial incentives

Money is no longer the only factor in recruitment.

Employers are competing through flexibility, training, and values. Decathlon offers international mobility and entrepreneurial projects; On Running provides mental health support and travel allowances; and Patagonia is known for its volunteer programs. According to LinkedIn Talent Solutions, 67% of candidates say benefits and culture matter more than salary when choosing an employer. Highlighting total rewards beyond pay is crucial to attract and retain talent in 2025.

In 2025, salaries in sports are competitive but complex. Candidates must assess total compensation, while employers should communicate benefits and purpose transparently to attract the right talent.