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

Sports Revenue Analytics veteran and sport management professor 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. Troy Kirby is a sport management professor at Saint Martin's University in Lacey, Washington.
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The Tao of Sports Podcast – The Definitive Sports, Marketing, Business Industry News Podcast
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Now displaying: Category: Corporate Sponsorship
Jan 29, 2014

 

Partnership development in sports is one of the key ways of ensuring corporate sponsorship growth. Aileen McManamon works as a conduit between the sports organization and corporate partner, trying to ensure that brand development fosters an ROI for any major business affiliation with a team or sports event. McManamon talks about some of the factors that go into creating good activation, as well as some of the larger scale VIP experiences, such as the 2006 Torino Winter Olympics. McManamon discusses her time as President and COO of the Vancouver Canadians minor league baseball franchise, as well as the Director of Marketing for FIAT, overseeing affiliations with Tour de France, German Hockey League and European Motorsports. Twitter: @Ms_Sportsbiz

Nov 25, 2013

 

Activation is the name of the game in corporate sponsorship. LaTrisha Reid has worked extensively in the field for the last 10 years, helping companies from musicians to motorcross exhibitions in the constant expansion of corporate sponsorship opportunities. Reid discusses her passion for developing great B2B, as well as some of the pitfalls that have caused companies to pull back from doing sponsorship with those asking. Twitter: @LkkinAndCompany

Aug 21, 2013

 

Corporate Sales Directors constantly try to seek out what their sponsor prospects want and J.W. Cannon provides some of his answers. Helping the United Parcel Service develop good B2B within their sponsorship spaces, Cannon talks about what most team corporate sales directors are missing about national companies and why sponsorship should be tailored to client, not to what inventory is available. Cannon expands to talk about his involvement as co-creator of #sbchat which has helped build the conversation every Sunday night about what really matters in the sports industry for prospective sports management employees. Twitter: @CannonJW

Aug 7, 2013

 

Understanding the marketplace means more than setting up corporate sponsors with sports teams, it also means examining what fans that each sponsor should go after. Tom Cordova talks about some of the variables of working with sponsors and facilitating the needs of his clients with team inventory. Cordova talks about his time working for Disney Sports Marketing as well as the Houston Rockets & Oakland Athletics, combining marketing, broadcasting and integrated sports messaging.

Aug 2, 2013

 

Honda Grand Prix of St. Petersburg draws over 130,000 into the St. Petersburg downtown core to witness one of the most exciting U.S. races annually. Giles Dowden talks about presenting good B2B opportunities at that event, and his role in providing VIP, suite, loft engagement for some of the largest sponsors in the Tampa/St. Petersburg area for the Honda Grand Prix. Dowden discusses his career, working for two NFL teams, an NHL team, a NBA team, and MLB team, and how he got into sports by writing a letter to the athletic director at Washington State University Athletic Director Jim Livengood while he was an undergrad at WSU.

Jul 21, 2013

 

The sponsorship platforms for sports are changing in a dynamic world of rapid technological innovation. The Marketing Arm’s Bill Glenn talks about some of the ways in which activation may be achieved through these new routes, as well as the digital platforms which exist. This conversation extends into the world of sports business as a whole and how sales experience develops young sports executives. Twitter: @Sponczar

Jul 7, 2013

 

Bill Herring has worked on both the business and the consumer side of corporate sponsorship, amassing a ton of experience while working for Dell Computers’ examination of whether to sponsor the 2010 Vancouver Olympics, setting up the media center at the Circuit of the Americas Grand Prix in Austin or establishing corporate sponsors for BMW Sauber F1 Team. Herring talks about the differences between what corporate sponsorship activation works and what most organizations seek to sell a sponsor on trying to buy. Twitter: @Bill_Herring

Jun 25, 2013

 

The discussion of corporation sponsorship activation goes deep with Chris Codington, who examines exactly how to reach the right metrics for business development. Activation from the corporate side doesn’t get talked about as much as it should, but Codington breaks down why businesses spend what they spend on signage, B2B cultivation areas, and other sponsorship activities.

Jun 2, 2013

 

Part 2 of UK Sponsorship Discussions focuses on sports teams’ branding efforts in a changing world of revenues with Two Circles’ Matt Rogan. The discussion centers around some of the ways that a team can brand themselves differently from their competition, and then looks at the UK relegation system compared to the US sports team’s amateur draft and salary cap. An interesting conversation on how to work with a brand that may be 200 years old and what to do when fans affect the brand more than the brand affects the fans. Twitter: @MattRoganSport

May 31, 2013

 

 

Part 1 of UK Sponsorship Discussions on sports sponsorship branding begins with Activate’s Jeremy Edwards, who shares some of the details on how effective branding works for the sports team’s sponsor. Edwards discusses ROI and a good brand message which creates conversation for the team and sponsor. Typically, the focus on branding is what the team can achieve to the fan, but rarely does it go indepth into the customer’s reaction to a businesses’ sponsorship of their team. The conversation also touches on how a team’s roster has now become their own media channels through social media. Twitter: @Activative

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