NEW TREND IN COMPETENCE FRAMEWORK FOR SPORTS MANAGERS

ABSTRACT To achieve the objectives of empowering female sports managers through an up-skill process related to marketing, communication, & visibility strategies, Germany & Italy realized comprehensive research about the current needs of sports managers in communication/ marketing skills. This study aims to determine the profiles of the sports managers in each country and their level of sport management competencies. The descriptive-comparative research design, & descriptive statistics were used, such as mean, mode, standard deviation, & frequency count, in describing the respondents’ profiles. In contrast, a t-test was used to compare the level of competencies of sports managers in each country by sex and One-Way ANOVA for age group, the number of years of experience, & their educational level. Intensive training learning was emphasized in developing the sports management competencies of female sports managers in Germany & Italy. Based on the data for Germany, it was found that there aren’t significant differences between different genders in Germany in the 25 sections making up the questionnaire. It can be noted that there was greater importance to sections on marketing, legal foundation, risk management, & conflict management. Barriers preventing bigger benefits were also identified. For Italy, there are no big differences between males & females. Females attach lesser importance to financial management, human resources, time management, & decision-making. The study reveals intensive training through non-formal education is an effective intervention program to enhance the sports management competencies of female sports managers. Trainers delivering projects in Germany & Italy have paramount importance in developing & improving the management competencies of female sports managers. The methodology should be continuously used as a new strategy to advance the competencies of female sports managers to attract more financial resources & to improve the visibility of female teams.