Sports Jobs in France, Germany & the UK: 2026 Outlook

France, Germany, and the United Kingdom form the three largest sports job markets in Europe. Together, they employ hundreds of thousands of professionals across retail, wholesale, e-commerce, manufacturing, and sportswear. In 2022, these markets continue to grow, but each with its own dynamics, talent shortages, and opportunities.

Market size & growth

Germany remains Europe’s largest employer in sporting goods, with 9,670 professionals in the sector in 2024, followed closely by France with nearly 5,000 employees, according to ReportLinker. The UK leads in digital and marketing roles thanks to a mature e-commerce environment and London’s status as a European creative hub. Across the three markets, the adoption of omnichannel retail, performance analytics, and sustainable product innovation fuels continued hiring. Growth is particularly strong in logistics, product creation, and digital commerce ; now representing more than 40% of all new hires in sporting goods across Western Europe.

Roles in highest demand

Hiring needs vary significantly by country. In France, demand is strongest in retail leadership, wholesale operations, and product coordination due to the rapid growth of outdoor and running categories. In Germany, brands prioritise supply chain managers, product developers, and engineers because of the country’s manufacturing leadership.

In the UK, e-commerce managers, performance marketers, and digital creators remain top priorities. According to LinkedIn Talent Insights, sports companies in these three regions collectively posted over 40,000 sports-related jobs in 2024, with digital and product creation roles showing the fastest growth.

Candidate expectations

Across the three countries, candidates increasingly value stability, career progression, and strong employer branding. Surveys show that 68% of UK-based professionals prioritise flexible work arrangements, while German employees place higher emphasis on structured career paths and training budgets.

In France, candidates expect transparent communication and clearer job titles, many avoid overly generic titles such as “chef de projet” that lack clarity. Across all markets, Gen Z represents a growing share of the workforce and expects employers to demonstrate sustainability, inclusion, and meaningful company culture.

Skills & competition

Competition for talent remains intense due to low unemployment rates: around 3.2% in Germany, 5.5% in France, and just over 4% in the UK. This creates pressure on employers to improve working conditions, modernise recruitment processes, and refine job descriptions. Multilingual skills (FR/DE/EN) are often required, especially for roles in HQs or European coordination teams.

As digitalisation accelerates, employers increasingly seek hybrid profiles that blend technical skills with commercial awareness, a trend visible in roles like CRM manager, digital merchandiser, and product operations lead.

France, Germany, and the UK remain the powerhouses of the European sports labour market in 2026. For candidates, these regions offer diverse and fast-growing opportunities. For employers, success depends on localising recruitment, offering clear development paths, and communicating strong employer branding.