If you’ve ever sat through a 3-hour game, furiously typing notes on your phone or yelling at the TV because you “could’ve covered that play better,” you’re not alone. I’ve been there too, and now, as someone on the Sports and Entertainment supplier side, I get to see how the line between being a superfan and a sports journalist blurs for a lot of folks. Let’s cut the formal career advice fluff—this is the real deal on how to kick off a sports journalism career, no stuffy jargon required. Sports and Entertainment
First off, stop waiting for the “perfect” chance to start writing. I see this all the time: people think they need a fancy college degree, a press pass, or a byline in a big outlet before they put fingers to keyboard. Nope. Start small, start now. I’ve worked with a bunch of new journalists over the years who cut their teeth on high school football recaps, rec league basketball deep dives, or even niche stuff like local skateboarding competitions. Those aren’t “too small” to matter—they’re where you build your voice.
Here’s what I mean: instead of scrolling through your feed during halftime, pull up a notes app and jot down what you actually noticed, not what the announcer was rambling about. Maybe it’s how a 16-year-old quarterback adjusted his route timing when his top receiver got banged up, or why a minor league soccer team’s fan section brought way more energy than the home side’s. That’s your unique angle—fans don’t just want “Team A beat Team B, final score 2-1.” They want the stuff only someone who was paying attention would catch.
Next, pick your niche early. Sports journalism is huge—you’ve got football, basketball, esports, gymnastics, even competitive birdwatching (yes, that’s a real thing now). Picking one thing you care about way more than the average fan makes you better at your job. For example, if you’re obsessed with women’s college volleyball, don’t waste time writing 10 takeaways about the NFL every week. Lean into what gets you excited. I recently partnered with a young journalist who focused solely on minor league baseball’s promotional events—stuff like bobblehead nights that tie into local schools, or how teams are making stadiums more accessible for disabled fans. That niche made her stand out; brands and outlets noticed her because she wasn’t just another sports writer.
Now, let’s talk about the practical stuff: building your portfolio. You don’t need to spend thousands on a website (though a simple one is nice). Start a Substack, a Tumblr, or even a dedicated Twitter/X account where you post your work. Keep it consistent—even if it’s 200 words a day, 3 times a week. One of our go-to content creators at the Sports and Entertainment supplier team started with a Substack about local college wrestling, and now he gets invited to cover NCAA championships because his followers trusted his takes and his writing was sharp. Avoid just regurgitating stats—add personality. If you’re complaining about a referee’s bad call, explain why it mattered to the players, not just the rulebook. Fans connect with that.
Networking isn’t just for corporate folks—it’s everything here. But let’s skip the awkward “I’m a new journalist, can you give me a job?” conversations. Start by engaging with people in the space: reply to a beat writer’s tweet about a game, comment on a sports media post with a thoughtful take, or reach out to other new journalists you see putting in work. I’ve seen so many opportunities pop up this way: a small local outlet needed a stringer, someone saw a new journalist’s thread about a high school tournament and hired them, or even a brand like ours (Sports and Entertainment supplier) reached out because they needed fresh, authentic content creators to partner with. Don’t be shy about sharing what you’re working on—most people are willing to help if they see you’re serious.
Another big one: learn the business side, not just the writing side. A lot of new sports journalists focus on their craft and forget that media is a business. If you want to get paid, you need to know how content works with brands, how freelance rates work, and what outlets are actually looking for. As someone on the supplier side, I can tell you that we’re always looking for journalists who understand how to create content that resonates with fans and aligns with our partners’ goals—stuff that doesn’t feel like an ad, but feels like a real story. Knowing how to pitch a story that’s both interesting and valuable to a brand is a superpower. For example, if you write about how a local hockey team’s players volunteer at youth clinics, you could pitch that to a brand as a story that highlights the team’s community impact, which works for both the team and our supplier partners.
Wait, let’s address the elephant in the room: social media. It’s not just for posting your take—it’s where you build your brand. But don’t overdo it. Posting 20 hot takes a day will make people tune you out. Instead, curate your feed to show your best work. If you’re good at breaking down plays, post a thread of your game analysis. If you love interviewing athletes, share short clips of those conversations. And keep it real—fans can spot a fake, overhyped persona instantly. I’ve seen a journalist lose followers because they were posting untruthful hot takes, but the ones who stay consistent with their voice and their actual work are the ones who grow.
Now, let’s talk about the hard parts, because this isn’t all fun and games. You’re going to get rejected. A lot. You’ll pitch a story to an outlet and get ignored, you’ll apply for a gig and not get it, you’ll have a piece you wrote get ripped apart online. That’s normal. The people who stick with this are the ones who keep writing even when it’s not perfect, even when no one is reading. One of our favorite content partners at the Sports and Entertainment side told me she got 17 rejections before her first byline. Now she’s covering a major sports league. It takes time, but if you’re in it for the love of the game, not just the fame, you’ll make it.
So, where do you go from here? Start that Substack. Write one post about your favorite local team this week. Follow 5 people in the sports media space you admire. That’s it. No need to plan a huge launch or have everything figured out. The best way to start a career in sports journalism is to actually start doing it.
Here at our Sports and Entertainment supplier, we work with a ton of sports journalists, both new and established, to create content that connects fans to the games they love. If you’re building your portfolio, pitching stories, or looking for opportunities to collaborate with brands that care about authentic sports content, we’d love to chat about how we can work together. Whether you need support for a new project, access to sports partners, or guidance on how to align your writing with brand goals, we’re here to help. Don’t be a stranger—reach out, and let’s talk about your next big story.
Kid’s Furniture References
- Bock, P. (2022). The Sports Journalist’s Guide to Building an Audience. Columbia University Press.
- Jenkins, H. (2006). Convergence Culture: Where Old and New Media Collide. New York University Press.
- National Athletic Trainers’ Association. (2023). Media Guidelines for Sports Event Coverage.
- Smith, S. (2021). Freelance Sports Journalism: Navigating Contracts and Brand Partnerships. Sports Business Journal.
- World Esports Association. (2022). Journalist Handbook for Esports Coverage.
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