Greg Coleman runs one of Mandalay Sports Entertainment’s baseball properties, the Erie Seawolves, and discusses the mindset of MSE in terms of its points of light mission statement. Coleman discusses the role of a president to push not only the brand, but continue selling, as well as mentoring young sports executives, and the importance of moving to further a sports career. Coleman talks about some of the larger issues in sports, as well as protecting the price point, even if it means walking away from relationships when the other side is getting everything for free. Twitter: @SeaWolvesGM
Fan Engagement in the NFL is becoming a larger priority for teams than ever before. Hussain Naqi talks about how the Jaquars are rethinking fan engagement, whether that be through community relations, secret shoppers, fan experience models or even WiFi in private lounges. Naqi also discusses his role in bringing the Super Bowl to Met Life Stadium, and as leader of the group, attacking the issues head-on such as traffic and weather, in order to bring the NFL’s largest game to one of the largest cities in the world despite cold weather, something never done before by the league. Twitter: @CornellHkyFan
The world of marketing, branding and whether or not we’re telling too many stories instead of actually activating products is discussed with Tom Hansen. Explored in this episode are how the relationships between brands and consumers matter, whether traditional media still holds relevance in consumer’s hearts as it had in the past (i.e. Mad Men era), and if the GEICO Caveman advertisements were harmed by the brand extending to an actual television sitcom. Hansen talks about starting the Kane County Cougars Baseball team in the heart of Chicago within the territory of the Cubs & White Sox, yet making it successful despite critical skepticism whether the venture would work. This episode goes far beyond sports, examining how sponsorship, marketing, branding and activation tie into each other to build a greater consumer product. Twitter: @THansen30
Well, 199 episodes prior, Matt Harper began the journey to record the first episode of the Tao of Sports Podcast on his last day in California before heading up to Eugene, Oregon to begin his role at UO. Now, as the podcast hits its 200th episode, recorded during a blistering hot day in Orlando with the air conditioning shut off in the hotel room, Harper returns to talk about his initial decision to take an chance on doing the podcast, being the first guest and how the podcast has grown since. Harper provides an extensive status update as to his role with the University of Oregon as GM of DuckTix, and whether jumping to a BCS FBS school has changed him or his attitude. Twitter: @MattHarper_UO
Taking foreign sports brands into new markets is a specialty of Fred Popp, who oversees Teamup’s operations in London. Popp discusses how Teamup helped improve the European branding of Under Armor, build a recognizable Al Jazeria football club brand from a gameday crowd of 2,000 to 30,000 fans in the United Arab Emirates, and helped “localize” Arsenal FC during the club’s Asian tour. Popp examines how the perception of sold-out English Football matches isn’t always an accurate depiction and how some of the US sports sales approaches to branding are starting to make their way into the United Kingdom sports landscapes. Twitter: @FredPopp
The Ironman Triathalon isn’t merely a sport, it’s a way of life for most of its athletes. Meg Nolte talks about the relationship between the athletes, Ironman and its corporate sponsors, each who develop a cohesive partnership in order present great events. Nolte also talks about her experience working for ISP, selling college sponsorship as well as her time overseas as a student, which broadened her global perspective on how partnership activation works within different cultures.
The Canadian Broadcast Company’s Sports Division has delivered some of the best quality live entertainment in the world. Christopher Doyle oversees product development for CBC Sports, covering everything from Hockey Night In Canada to the Olympics to the CFL. Doyle discusses how broadcasting platforms have to achieve new activation for their sponsors to consumers who are now using digital means to access content. Doyle also talks about his role in creating the World Fishing Network and ensuring that fishing was presented 24/7 in order to deliver on that brand promise. Twitter: @ChrisDoyle
Understanding the role of a fundraiser while in the ticket office is perfectly fine, but Liz Menne takes it a step further. Originally starting her career in college athletics as a part of the donor management team, Menne now oversees one of the larger college athletic ticket operations in the country. Menne discusses her role in tying donor engagement with ticket operations customer service, her decision to move from her alma mater at the University of Miami to Texas Tech, and whether there are some future opportunities on social media for athletic development opportunities. Twitter: @LMenne
The world of online media platforms extend far beyond the social media buttons asking for a shares on posts. Tariq Ahmad discusses the role of check-ins at stadium, and how the realization of that impact is still in its infancy for most professional sports teams, while others such as the NBA’s Golden State Warriors have used it to their advantage. Ahmad, who also runs a Twitter chat #smsportschat, talks about the importance of social media impressions and how engagement between players and their fan base has started to change sports media forever. Twitter: @Tariq_Ahmad
Canadian sports sponsorship is discussed with Craig Purcell, who has had a heavy influence on sport north of the American border. Purcell has represented organizations such as NFL Canada, SiriusXM Radio, Ottawa Sentators, Buffalo Bulls, Skate Canada and the CFL. Purcell talks about working as president of Insight Sports to help develop the inaugural Buffalo Bills Toronto Series for all suite and corporate partnerships, as well as some of the lessons learned from the experience as a whole.