The aim of this research is to determine the perceptions of sport managers in Turkey on the concept of sport by means of metaphors. 74 sport managers participated in the research. Phenomenology, one of the qualitative research methods, was used in the research. Content analysis method was used for the data analysis. Evaluation of the data showed that sports managers produced a total of 50 metaphors. These metaphors produced were collected in 6 different categories. As a result, it was determined that sport managers expressed the concept of sport by means of metaphors in a very rich and diverse perspective. Therefore, the metaphors determined in this study may lead the sport managers and candidates responsible for the administration of sports services and activities in terms of offering a different perspective on the practice of sport management.