DATE: Wednesday, July 23, 1997              TAG: 9707230499

SECTION: SPORTS                  PAGE: C1   EDITION: FINAL 

TYPE: Column 

SOURCE: Bob Molinaro 

                                            LENGTH:   58 lines

BOOK OFFERS ADVICE FOR ASPIRING STEINBRENNERS

Assuming you lack the all-around genius of Michael Jordan, the quickness of Barry Sanders, the power of Mark McGwire, the touch of Justin Leonard or the variety of tattoos of Dennis Rodman, what's the best way to break into pro sports?

Experience tells us that it helps to be born with the last name of Steinbrenner, Reinsdorf, Turner or Murdoch.

Failing that, you can start at the bottom. There are an abundance of off-the-field jobs, some that would never occur to most of us. The real growth in the sports industry, after all, has come in sales, promotion and marketing.

As recently as 20 years ago, you almost never heard the term ``sports industry.'' But that was before the creation of positions such as Athletic Events Coordinator. And Sports Facilities Operations Manager. It was before most of us were aware teams even needed a Director of Corporate Marketing, much less an assistant director.

It was before hockey and soccer leagues shot up like nutmeg grass, and university athletic programs sold themselves like detergent.

There are more jobs than ever in the industry of sports. But, naturally, there are more young men and women eager to seize them.

That's where a new book comes in. ``The Guide to Careers in Sports'' points the reader in the direction of gainful employment. It makes clear that the market is crowded. It dispenses bits of wisdom.

It tells aspiring sports industrialists of the importance of interning for pro teams and colleges.

It's the only way to go - internships. It's the ground floor. There is nothing glamorous about it. But it helps, the book points out, to take college courses that put you on the right track.

Old Dominion University offers a sports management program. So do the University of Richmond, James Madison, Hampton, Liberty and Virginia Tech.

The numbers to call are in ``Careers in Sports.''

The book is a source for how to contact everything from umpire schools and NBA teams to sports resorts, racetracks and the Continental Indoor Soccer League.

This is not a sexy read. It's a tool. Page 26: Want to intern with a pro baseball team? The edge often goes to candidates who speak Spanish.

The guide does not sugar-coat. Anyone intrigued by the concept of representing pro players is advised to keep his day job. But if you don't mind getting your hands dirty, there are an abundance of opportunities in the rapidly sprouting profession of sports turf management. Who knew? The book explains that a front-office stint with a low minor-league baseball team may require the intern to help pull the tarp on the field during a rain shower. It's all part of the experience.

Ticket sales, concessions, media relations. These are some of the places an intern starts. Contact with actual athletes is rare. No matter. When you're young and enthusiastic, it can be enough to work in the athletic environment.

So, do you love sports, but can't seem to get anybody out with your lefthanded slider? Don't mope. The semi-glamorous sports industry beckons with jobs you probably never knew existed. Check out your options.

And brush up on your Spanish.

Send Suggestions or Comments to webmaster@scholar.lib.vt.edu