Breaking into sports media isn’t easy. I learned that first-hand over the past 15-plus years covering everything from World Cups and Olympics, right through to interviews with legends like Diego Maradona and today’s stars like Carlos Alcaraz. And now, working in communications and media strategy for global sports federations and brands.
Before all of that, though, I started from zero. No contacts, no extra-special talent, no special favours. However, along the way, I picked up lessons that no textbook or classroom could teach; about resilience, building networks, adapting to new platforms, and thriving in an industry that never stops evolving.
The industry has changed immeasurably since I first started out. The rise of social platforms, fan-led content, and new digital tools has transformed how stories are told. But here’s the thing: while the landscape looks different, many of the core lessons and principles I learned still apply today. This guide brings them up to date for 2025, so you can implement them to the challenges and opportunities of today’s sports media world.
Inside, you’ll find the 10 most important lessons I’ve learned as a journalist, editor, and now PR & communications strategist. Each one comes with real-life experience, a clear takeaway, and practical steps you can start applying right away to build your own career in sports media.
Whether you’re aspiring to break into the industry, an early-career professional, or looking for an extra resource, this guide is for you.
You’ll find the full PDF ready to download below.
