Sports Sponsorship Propelled My Career Success
As a college grad, little did I know that my passion for sports would become the cornerstone of my professional life. I wanted to work in sports, with a dream to work with the Detroit Red Wings. The only problem was I didn't know where to get started.
As a sports fan with a knack for marketing and a talent for closing deals, I was naturally drawn to the dynamic world of sports sponsorship. I worked late nights, only to go home and read the latest marketing best practices in blogs like the Harvard Business Review and Marketo.
I was obsessed with being the best marketer in sports. So, I began to incorporate cutting-edge marketing strategies into my sponsorship sales processes and helped close sponsorships totaling more than $340 million.
Today, as a successful Chief Marketing Officer (CMO) and founder of Snag Business, I can reflect on how my experiences in sports sponsorship have been instrumental in shaping my career trajectory.
The Game Plan: Learning the Ropes
2007: Worked as a telemarketer for a local construction company in Grand Rapids, MI called Kodiak Construction. 12 hours a day of cold-calling households asking if they need new windows or siding.
It was the only job that I could find that worked with my football schedule, as I was a walk-on running back at Grand Valley State University at the time. After exceeding my monthly cold-calling goals, I talked my manager into letting me help plan our company's sponsor activations at West Michigan Whitecaps games (the Class A Minor League affiliate with the Detroit Tigers).
It was nothing crazy but my first real taste of sports sponsorship marketing.
2009: After my football career was over, I worked for a startup consultant firm in Grand Rapids, MI, called Simplicity Tactics.
The company had nothing to do with sports, but I could do marketing and business development work that was WAY above my pay grade in a lean startup environment. This allowed me to develop my working skills in the real world. Try new things and make mistakes, setting up the foundation for the rest of my career.
2010: I decided to get my Master's in Sports Management from Western Michigan University.
July 2011: I was laid off from the consultant firm after losing a few clients and a few slow months. I was a free agent, but I had a plan and a dream. This gave me a chance to chase after a job in sports as I worked on my Master's degree.
Playing on the Front Foot: Embracing Challenges
August 2011: I interviewed for a full-time entry-level job selling tickets for the Grand Rapids Griffins, the AHL affiliate for the Detroit Red Wings.
I didn't get the job... but my passion made a good impression at the interview.
September 2011: Griffins posted an unpaid Corporate Sales Internship opening. I needed an internship as part of my Master's degree, so I reached out to the people I had interviewed with and begged for this job - and it worked.
I was working in pro hockey, 50 hours a week, unpaid, living off of student loans while driving an hour from Grand Rapids to Kalamazoo four days a week for night school. This was one of the best times of my life.
Teamwork Makes the Dream Work: Building Relationships
January 2012: I noticed the Red Wings were hiring a Corporate Partnership Marketing Manager, and my boss at the Griffins knew the person hiring at the Red Wings.
I got my foot in the door and kicked that door in.
February 2012: I did it; I landed my dream job.
I was working at Joe Louis Arena in the front office of the Detroit Red Wings in a new role as a Corporate Partnership Account Executive.
I worked around the clock to become the best business developer in sports and entertainment. I became obsessed with getting better at my craft and reached the professional goals I set for myself (see my Portfolio).
Strategy and Execution: Living the Dream
Summer 2018: It was time to move on.
After hosting a Winter Classic, closing Joe Louis Arena, and building/opening Little Caesars Arena (**including building the naming rights sponsorship), I had accomplished everything I wanted to at the Red Wings and was ready for a new challenge. But to leave my dream job, I needed to find the right opportunity.
I interviewed with the NHL, Los Angeles Rams, Cleveland Browns, Tampa Bay Buccaneers, San Francisco 49ers, New Jersey Devils/Philadelphia 76ers, and Dallas Stars for various roles, looking for the right move... and I found an opportunity to stay in Detroit to launch something new and exciting: the PGA TOUR.
October 2018: I became the Director of Strategic Development for Intersport in Detroit. I led development for the team that launched the inaugural Rocket Mortgage Classic in 2019, the first PGA TOUR event in Detroit. Our team enjoyed a successful launch by setting a few records, including winning three PGA TOUR awards.
The Scoreboard: Measuring Success
June 2020: Coronavirus happened. After enjoying success on the PGA TOUR and planning other significant events for the city of Detroit like the NFL Draft, I found myself as a free agent again.
September 2, 2020: Snag Business goes live. After working towards my dream for more than 12 years, $340 million in revenue, and 100 multi-year sponsorships, the Pandemic forced me to pivot and provided the perfect opportunity to launch my marketing consultant firm. This led me to expand to opportunities outside of sports, including the startup SaaS company where I am now a co-founder and Chief Marketing Officer.
Overtime: Lessons Learned
In sports sponsorship, success isn't just about sealing the deal. It's about creating value - for the team, the sponsors, and the fans. This focus on value creation and measurable results has shaped my approach toward marketing.
As a CMO, I strive to create campaigns that meet business objectives and resonate with the audience. My experience in sports is completely responsible for shaping my approach toward marketing and leadership today.
So, to anyone looking to build a career in marketing or business, don't shy away from opportunities that seem challenging or unconventional. It would help if you always found out which experience will lead you to your version of career success. For me, it was the thrilling world of sports sponsorship. While nothing lasts forever, I wouldn't change a thing.