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The Tao of Sports Podcast – The Definitive Sports, Marketing, Business Industry News Podcast

Sports Revenue Analytics veteran Troy Kirby interviews the team behind the teams in Front Offices and Athletics Departments throughout the world, revealing an industry of specialists and minds unseen by the local or national media. Examined in this podcast are current or long-standing industry topics; tickets, business, analytics, moneyball, revenue, finance, economy, sales and jobs of the NCAA, NFL, MLB, NBA, and NHL. Also included are topics surrounding third party vendors, sports business, revenue, marketing, mentoring interns, facilities, managing employees, as well as how to not only break into sports, but stay in the industry long-term. The often-invisible side of the industry is where the Tao of Sports Podcast attempts to pull back the elusive curtain, providing information both to industry insiders and those who want to work in sports.
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The Tao of Sports Podcast – The Definitive Sports, Marketing, Business Industry News Podcast
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Jun 15, 2017

Since 1996, Katerina Kirillova has been selling tickets in Russia and knows that consumer's tastes thoroughly. Kirillova discusses the technological landscape, as well as the Moscow executive acumen when it comes to generating revenue and fostering new distribution channels. Kirillova talks about some of the long term trends that the world can expect from the Russian ticket marketplace, as how Russian consumers make purchasing decisions.

Jun 12, 2017

After a 25-year run to the NHL playoffs, The Detroit Red Wings' streak ended, putting an entire sales staff to work on how to transition their hockey fans into the new normal. Red Wings' Director of Ticket Sales Paul Bee explains some of the nuances that come with a winning streak ending as well as relocating to a new arena, and keeping the staff's eye on the puck and the revenue sheet. Bee discusses some of the ways that the tight-knit staff have stayed together for so long, including what he looks for in recruiting new staff members to the fold. Twitter: @PBee32

Jun 8, 2017

Charlie Slonaker details not only the Philadelphia Union's ticket sales victory narrative of a franchise that came from local supporters groups, but his own path from the Dayton Dragons to the Cincinnati Bengals to the Indiana Pacers to the Union. Slonaker discusses the nuances of learning how to sell efficiently in the best environment possible with the Dragons, then transitioning that into the NFL with a bad economy with the Bengals. Slonaker discusses how his experiences helped his strategic vision for enhance the revenue generation opportunities of the Union to a larger audience. Twitter: @C_Slonaker

Jun 5, 2017

Fred Matthes recalls the early days of Major League Soccer and the DC United, when the upstart league played 10 squads in massive stadiums and almost folded after 2001, but continued to to greater glory. Matthes talks about the challenges for the MLS, especially when comes to selling the product, but also growing the supporter groups as well as the season ticket numbers. Matthes shares about his time at the Sacramento Republic FC, a USL team attempting to go to the MLS, and the stark reality that relegation may cross the pond from the U.K. to U.S.A. as the sport of soccer grows. Twitter: @FredMatthes

Jun 1, 2017

The difference between sponsorship and philantrophy is explored by Dan Frystak, who presents the argument of how activation depends on the experience of the consumer interacting with the branding mechanisms of the product. Frystak explores why several companies are positioning themselves toward activation through experiential marketing, as compliments to major events such as the Super Bowl and the Phoenix Open. Frystak talks about the involvement of celebrities, especially sports figures, and finding which ones enhance the brand rather than detract from it.

May 29, 2017

Samantha Hicks faces the complexity of selling two sports at the same time; The Reno Aces AAA baseball team, and the first year of the 1868 FC USL soccer team. Hicks talks about the "no comps" rule for both teams, in order to keep a steady price point and demand structure for the Reno marketplace. Hicks describes how she engages with her staff, ensuring that some of her brightest account reps and managers are fostered with continual growth, especially in terms of The Aces Sales Academy. Finally, Hicks shares her vision with how to sell to two different dynamically opposite fan bases in soccer and baseball, successfully. Twitter: @SamanthaHicks_

May 25, 2017

Nathan Costa presents context in his thoughts on ticket sales and marketing, working both at the team business services level as the vice president of the American Hockey League, and now as the Executive Vice President of the Springfield Thunderbirds. Costa shares the interesting way that the Thunderbirds were born in 2016-17, but two franchises relocating. Costa describes the challenges of building a credible sales team, amid a past 20-year franchise existence that was 30th in attendance annually. Twitter: Ncosta83

May 22, 2017

Kathy Burrows returns to the podcast after her first appearance two years ago on Ep. 521, ready to discuss how she feels the 100-phone-call-per-day metric has hurt sports sales. Burrows challenges listeners with the idea of what that metric purpose serves, and whether it is misguided in what the end result of sales activity should be. Burrows talks about her refocus on monthly sales training over a one-time training module, in a constant mentoring capacity. Burrows also shares her upcoming projects, such as the Sports Revenue Workshop and Sports Sales Boot Camp, for the summer of 2017. Twitter: @BFirstPitch

May 18, 2017

Anthony Iannarino is a lot of things, but he refuses to be a shill for the tech industry's bias against sales phone calls. Iannarino explains that he feels the vested interest of the few have outweighed the realities of the many when it comes to whether social selling is as effective as phone calls. Iannarino shares his four levels of value, as well as some of the ways that a sales team can drive consensus during their presentations. Twitter: @Iannarino

May 15, 2017

After witnessing a lack of ticketing education cohesion in Europe, Andrew Thomas created his own conference positioned on building up acumen for the sports and entertainment industry. Thomas shares insight into some of the issues surrounding ticket platforms, as well as customer transactions online, including pricing mechanisms which may help or hinder the sales process. Thomas talks about his experience, both in sports ticketing, entertainment/theatrical ticketing, and working for ticket platforms, in terms of what limitations software and box office personnel have. Twitter: @TicketTattle

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