The 2025 edition of the iWorkinSport Most Attractive Employers in Sport report marks a significant shift in workforce preferences. For the first time since the survey’s inception in 2021, FIFA and the IOC, previously dominant in first and second place, have been displaced by Infront Sports & Media and SPORTFIVE. This change may signal not only a new era for sports marketing agencies but also a recalibration of what sports professionals value in an employer.
The survey, now in its fifth edition, provides a comprehensive look at the global sports industry’s most desirable employers. Infront Sports & Media climbed three spots to secure the top position, followed closely by SPORTFIVE, which also gained three places to reach second. This breakthrough represents a major reordering of the hierarchy, with Adidas retaining third place after having broken UEFA's stronghold last year.
Key Highlights
For the first time since the survey began, Adidas finished first in the Sporting Goods category, marking a significant achievement for the brand.
Among Governing Bodies, UEFA finished first for the first time ever, ending the long-held dominance of FIFA in this category.
The Top 20 Overall ranking welcomed several new entries, including Ferrari, NFL, Sevilla FC, and AC Milan, highlighting a growing interest in organizations that blend a rich sporting heritage with modern marketing appeal.
These changes underscore the growing influence of marketing-driven agencies, global brands, and innovative sports organizations in shaping workforce preferences within the sports sector.
Sector-Specific Trends
The report also presents category-specific rankings, reflecting the diverse aspirations of professionals within the industry:
- Football Clubs: Real Madrid, FC Barcelona, and Liverpool FC remain the top three most attractive football clubs, maintaining their positions from the previous year.
- Sporting Goods: Adidas, Nike, and Puma continue to dominate the top three spots, reflecting consistent brand loyalty.
- Sports Marketing Agencies: SPORTFIVE and Infront top this list as well, but in inverted positions. That is explained by the difference in methodology for one to choose their favorite agencies against having to choose only one favorite place to work, overall.
- Media & Broadcast: The new category showcased ESPN, DAZN and Eurosport as the most attractive employers.
- Sports Tech: Strava benefited from the previous winner DAZN moving to the Media & Broadcast category to finally reach top the list, highlighting the growing appeal of tech-driven sports solutions.
- Event Organisers: The FIFA World Cup United 2026 and LA 2028 lead the list, demonstrating the continued draw of global, large-scale sports events.
More about The Most Attractive Employers in Sport 2025
This year’s report is based on responses from 1,148 professionals from 65 nationalities, representing 57 countries. An impressive 93% of respondents already work within the sports industry, and 91% hold at least a bachelor's degree. The high level of professional engagement and education makes the results particularly insightful for recruiters and employers alike.
The methodology remained consistent with previous editions, focusing on identifying the companies that professionals perceive as the most desirable to work for, rather than measuring employee satisfaction. This approach provides a valuable snapshot of employer branding within the sports sector.
