Sunday Forum: How to get a job in sports ...

Good morning, and Happy Father’s Day to all the Dads out there …

• Takeaways from the week and the early enthusiasm around the World Cup
• A special edition: Advice for young people looking to get into sports business
• “Pick the best person to work for above all else.”
• “Invest in your communication skills and content. Read, ask great questions, listen.”
• “To get into the business of sport, you must first get past the fandom of it.”
• This Week’s Forum: One journey fueled by timing and luck

More than 10 days in, can we agree the World Cup so far has worked and been a hit? Yes, there are logistical challenges that come with every major event, and no, I wouldn’t want to be stuck in the terrible traffic that hit New York, Foxborough or Kansas City. No one would. But let’s look at the big picture: You can’t overlook the energy, fun and enthusiasm around the event, and how sports is making people feel. The best city response has been in Boston, where there was so much negativity before the event, but on Thursday, the Boston Globe headline was:

“With a stadium full of camaraderie and joy, Boston’s World Cup teams are uniting fans: From jersey (and viking horn) swaps to passionate cheering, the scene in Foxborough is one of joy.”

Meanwhile, a headline in Thursday’s L.A. Times:

L.A. defies the skeptics for a World Cup marked by unity, mutual respect, fearlessness

There are weeks to go, but this event could fulfill the hopes of many in being truly transformative.

→ Michigan State basketball coach Tom Izzo said publicly what many have told me for years — that university boards and trustees are the biggest impediment to success on campus. Izzo didn’t hold back in criticizing his school’s trustees for “self-inflicted” turmoil, blaming them for the departures of well-respected President Kevin Guskiewicz and Athletic Director J Batt. Izzo gave the public a glimpse of the power-hungry board members who think they know best and are smarter than everyone in the room. I can’t tell you how many ADs have told me their problems aren’t with the university chancellors and presidents as much as they are with the university boards. Good for Izzo for saying it publicly and challenging the alumni to make changes.

→ Monday’s issue of Sports Business Journal takes an extensive look at the job market in sports. With that in mind, and with graduations behind us, I asked people in the sports industry to share the advice they give to young people wanting to work in sports and any specific skills they should learn or specific areas of the business to focus on. I’ll be rolling these out over the next few weeks.

John Martin, NASCAR

‘Understand’ the business. I challenge every person who wants to work at a team, league, venue, etc. to tell me how that entity makes their profit. Usually, you get a vague answer about tickets and sponsorships or a blank stare. The key thing I try to instill in anyone who wants to enter this business is to fully understand the revenue of that company as well as the cost structure. If you can articulate the ‘bottom line’ of any sports/entertainment company, you will stand out from most candidates.

Additionally, I stress three skill sets for any successful career:

• Basic understanding of Accounting (Balance sheet, Amortization schedules, Cashflow)
• Technology Skills (Most young people are skilled here, but using technology to be productive and organized)
• Sales Skills (Open probe/close probe questions, pipeline management, close ratios, non-verbal signals)

Those three sets of skills give you an advantage in any role you pursue.

Alex Martins, Orlando Magic

My 3 must do’s for breaking into the sports business:

Develop your network: The sports industry is an extremely competitive field, so it is important to develop as large a network in the industry as possible, as often times it’s a relationship that gives you that first interview opportunity. Develop a profile on LinkedIn and connect with those in the industry as early in your high school years as possible. Once you meet someone in the industry, ask for some time to ask them questions. Most in the industry are completely willing to lend their experience and expertise to young individuals.

Gain experience wherever you can: Volunteering at events is a great way to start. Your local sports commission hosts hundreds of events every year and they are always looking for volunteers. Internships are another essential component of gaining experience. Working game nights for collegiate and professional teams is another great way to develop your network and gain experience. Finally, raise your hand and be willing to do any task; these people are the ones that stick out, get noticed and receive further opportunities.

Develop skills/expertise in key disciplines: Entry level positions tend to be focused in the areas of data analytics, content creation/production and sales. AI experience will also give you an advantage, and any experience that you develop through your high school years in these areas will give you a greater understanding and opportunity in landing that first job. Also, learn from those who have done it — through constant reading and attending as many sports industry conferences as possible, which also helps with developing your network.

Mary Scott, Columbia University

1. Start early to discover what skills you have and what you like/don’t like

2. Say YES to every opportunity — volunteer, try new things, do grunt work

3. Get sports experience — at your school, in your community. Too many college students don’t take advantage of what’s right on campus

4. Take the time to develop your story — being able to answer “tell me about yourself” in a concise, clear and relevant manner will take you far

5. Be bold — make that call, send that LinkedIn invite, go up and introduce yourself to someone in the business.

6. Build relationships — one at a time. reach out, find connection and interest points. Start building your network NOW

7. Build your brand — show your interests, share your POV, create your own moments and experiences.

8. Have a working knowledge of AI, data/analytics and business intelligence.

9. Look beyond the sports leagues — there are so many ways to get involved with sports and it shouldn’t be league or bust. There are great careers working in the sports you love through agencies, brands, teams, athletes and other areas.

10. Show how you can help contribute to a sports business. It’s not about what the organization can do for you, it’s about what you can do to help them succeed.

Benjamin Freeman, Proskauer

Early in your career, focus on developing a broad, multifaceted skill set rather than becoming a specialist. The people who are most successful in sports business utilize skills that would easily translate to other industries and are often developed outside of sports. Critical thinking, communication skills, and technological fluency, including the ability to leverage AI, are essential. As sports organizations seek to integrate AI into nearly every aspect of their business, they will look to the next generation of leaders to help determine where it can create the most value. But at the same time, don’t lose sight of the human element. Relationships remain incredibly important in this industry, and that is not going to change anytime soon. Most importantly, remember that it is sports, so have some fun along the way.

Chris Marinak, Playfly Sports

Know yourself. Have a strong sense of why you want to work in sports. There are so many different pathways, so the more you can focus your search, the better chance you have to land a role that really fits your skills and excites you.

In terms of skills, tech and data skills have always been a great avenue to enter the sports industry. AI is the current manifestation of that trend, but if you look over time, going all the way back to Moneyball and the long-term movement towards more analytical decision making, tech and data skills have always been in high demand in sports.

Fran Weld, Canopy

Bring your full self to your job and develop true relationships with your colleagues. We all work so many hours that everything is blurred between work/life/fun/meetings/travel/family/friends/games. Given this lifestyle, we have the unique opportunity to forge personal bonds with people that will last a lifetime. Now being in my third decade in the sports world, I still find myself collaborating with people who long ago crossed from co-worker to family friend. Cultivating the ability to connect with people is far more valuable than any technical skill set in an ever-changing landscape.

Terry Kalna, ECHL

Leadership positions tend to be lifestyle roles (and leaders often look to hire selfless people who mirror their passion). If you have big aspirations, work and life will blend because you are so invested in the outcome. If you want that leadership career, become obsessed with learning and improving.

Sports is a relationship business, so invest in your communication skills and content. Read, ask great questions, listen. Learn to influence others, get comfortable presenting, and become someone who can contribute to every conversation.

Don’t worry about specializing unless you are focused on something like BI. Everyone wants to work in social: learn to story tell. Don’t fear sales. Instead, focus on getting in the door, creating value, and learning everything you can.

Finally, three rules for people with huge aspirations: find a boss who is invested in your development, surround yourself with dreamers who grow with you, and as USA Hockey’s Tony Driscoll says, ‘Do the unexpected.’

Jessica Gelman, KAGR

Early in your career, make learning the priority. The best way to do that is to get close to the work. Get involved with your college athletic department while you are in school, or volunteer with one after you graduate. You will learn in ways that are hard to replicate in a classroom: working events, seeing how different departments operate, understanding the tools and systems teams use, and meeting people who share your interest in sports.

I would also encourage students and young professionals to find structured ways to learn from others in the industry, whether that is attending conferences or applying for mentorship program.

Relationships matter in sports, but data can be a great equalizer. Comfort with technology and data gives young people a way to contribute, build credibility, and earn trust. You do not need to be a data scientist, but you should know how to use data to ask better questions, solve problems, improve the fan experience, and drive revenue.

Finally, experiment with AI in practical ways. Use it on personal projects and learn where it can help you work faster, communicate more clearly, or think differently.

Bill Sutton, longtime educator

Don’t overwhelm yourself by trying to figure out your entire career — my quote is, ‘Just figure out what you want to do first and pursue that if that particular role could make you happy.’

The best possible area for employment is sales, but only if you want to sell. Don’t take a sales job with the idea of getting your foot in the door and moving to basketball operations, because that won’t happen. Business Intelligence is also a very fertile area, as is creating content or managing social media activities. In general, if you seek work in a revenue producing area there are more opportunities, as opposed to an area dependent solely upon funding from the organization, like community relations.

The most important consideration in your first job is the person you will be reporting to and their approach to developing you. If you prove to be talented, this person will promote you or help you find an opportunity with another organization. Don’t be hung up on the organization or the location, it is all about the talented people who will influence your career. Pick the best person to work for above all else.

Derek Webber, Webber Marketing and Consulting

Breaking into the sports marketing industry starts with focus. Pick one lane within the business, develop your skills, and then expand into adjacent areas so you can become a true resource. Identify a mentor who is already doing the work you want to do —someone willing to share insights and give direction as you ask thoughtful questions and commit to learning. That is the shortest path in.

Passion gets you in the room. Competence keeps you there. Find your sweet spot and become a person others can rely on. Then bring value to people already in the industry — not by asking, ‘Can I pick your brain?’ but by offering something genuinely useful. Because at the end of the day, business runs on relationships.

Passion is where it starts but proximity, craft, and consistency are what build a lasting career.

Brent Richard, IMG Academy

To get into the business of sport, you must first get past the fandom of it. Having passion for sport is important, but being a fan is not going to land the job. Focus on the revenue, not your own fandom.

Generally, to succeed in sports business you must be great at producing world-class content or in-venue fan experiences, or you must be world class at selling that content or in venue experience. Create the experience or sell the experience? What fits for you? Start with that question, and the next steps will be easier.

Fandom doesn’t even get the interview. Being skilled and passionate about delivering great value to fans on one hand and owners on the other hand will be what sets you apart. If the business of entertaining people doesn’t interest you, then look to other — smaller — pockets of sport that are more about participating in sport vs watching sport; about human achievement through sport. This is the road less traveled.

Maggie Parker, World Surf League

Don’t be too busy preparing for the future that you let the present pass you. When you score your first job, you aren’t expected to know everything. Your focus should be on how you uniquely add value to the organization, and how you can be exposed to as many areas of the business as possible.

Take the time to learn how to sell, how to create a marketing campaign, or how to interpret data to better inform decisions or strategies. How will you know what keeps you motivated, or where you are most skilled to make the biggest impact, if you do not fully understand the business of sport? These years form the foundation of your career, so seek out opportunities that allow you to become multi-dimensional by constantly acquiring new skills.

For the others who contributed, I will share your thoughts over the next few weeks. If any reader feels we’re missing something, please just let me know.

→ A shout-out to two pros — Columbia University’s Mary Scott and the NBA’s Mike Bass — for being honored with the Sports PR Summit Lifetime Achievement Awards this week in Washington, D.C. Very well deserved honors, and here is Scott with her longtime friend and mentor, the legendary Joe Browne.

→ My friend, Jim McPhilliamy, is a business partner of Martina Navratilova in the ownership of the USL Super League’s Carolina Ascent. He attended the premiere of the Netflix documentary, “Chris and Martina: The Final Set,” in New York recently. McPhilliamy raved about the doc, which shows the rivalry of these two but also how they came together while both courageously battling through cancer. It debuts June 26, and if you missed the trailer, see it here. Meanwhile, see our photos of the week below, which includes an image from the premiere.

→ If you missed Morning Buzzcast, check out this week’s episodes here.

→ Check out the latest episode of SBJ Inside the Industry. I am joined by my colleague Joe Lemire and we discuss how sports technology enhances the live sports experience. Segments include a look at OneCourt, which just won Sports Technology of the Year at SBA: Tech (18:52), and sports execs featured include Amy Brooks, president of global business development, NBA; Raul Fernandez, CEO, DXC Technology; Jez Lubenetski, EVP of global strategy and consulting, The Team; Dan Reed, former COO, Meta Reality Labs; Tina Thornton, EVP of creative studio and marketing, ESPN; Luke Tingle, senior project manager, Daktronics; and Dave Wolf, principal, KPMG.

→ Remember to subscribe to our YouTube channel.

Enjoy a look at our Early Access stories below, and then on to this week’s Forum, where I share a bit of my personal journey in elaborating on our package on jobs in sports.

Closing a dinner conversation in Charlotte earlier this month, I asked sports executives to share one word about what they look for in hiring a young person who wants to work in the sports business. Some answers won’t surprise, but do inform:

• Curiosity
• Resiliency
• Enthusiasm
• Humble
• Initiative
• Grit
• Drive
• Inquisitive

This discussion aligns with this week’s section on the future job market in sports (Pages 19-30), which should be required reading for everyone in your organization. The package touches on all aspects of the journey — from getting into sports, to the evolving job market, to AI’s impact on roles and responsibilities, to moving up the ladder, to reaching and thriving at the C-level, to being in your 50s and looking for what’s next. It offers plenty of valuable takeaways.

I spend a lot of time speaking to young people looking to get into the sports business, as well as people looking for a new opportunity mid-career. The latter conversations are more difficult, but one suggestion is to look at fractional opportunities or project work for an organization that could eventually lead to a full-time role. When I started in the sports business in 1994, the entry point was sales, and anyone tied to revenue has a future pathway in the industry. But there are so many new ways to stand out today, and I wish I had just an ounce of the skills young people entering the workforce have. They will be attractive candidates and well-positioned if they can tell stories; if they can master social media, content creation and distribution and technology/AI; if they can understand trends in data and think through strategic solutions; and if they can write, research and present.

But I always stress comportment, attitude, presence and curiosity. My unsolicited suggestions are always: Be early; make eye contact; keep your head up; smile; dress the part; ask thoughtful/smart questions; be informed; show you can communicate; don’t be a wallflower; do your prep work; know your audience and the organization. Follow up with handwritten notes, buy personal stationery and do check-ins with something insightful to share — not just asking for something.

I know this isn’t everyone’s favorite line, but it’s one of mine: Be interested and be interesting. For my weekly Sunday Forum, I asked a number of people for their advice to young people, and you can read them here. Some themes are familiar, yet good, reminders: “Differentiate yourself from others”; “Make learning the priority”; “Connect with people”; “Focus on getting in the door, creating value and learning everything you can”; “Get past the fandom”; “Passion gets you in the room. Competence keeps you there.” Please share these suggestions with your network.

I’m frequently asked about my journey, and I share it’s all about timing and good luck. I’ve never been the smartest person in the room or had any special skills. I’ve just been very lucky. My path started with piles of rejection letters from sports teams while a senior at the University of Vermont. While discouraged, I didn’t stop trying to get in the door. I was very fortunate to land an internship with U.S. Sen. Patrick Leahy from Vermont and left for Washington, D.C., the week after graduation. In perfect timing, a job opened up working at the front desk of his office. The three-month internship resulted in a full-time job, and I was there for four fantastic years.

I eventually realized my love wasn’t policy or legislation, and while I thought I wanted to be a political consultant, I wasn’t ready to give up my sports ambitions. Confident in the capital I had earned in working hard for him, I asked Leahy for his help in making introductions — namely to his friend, team owner Abe Pollin. The general manager of the Washington Bullets, John Nash, immediately had me come by his office and said I could log game tape and scouting reports on college players — for no money. I never hesitated, and soon worked mornings on Capitol Hill and then drove to the Bullets’ offices in Landover, Md. Being around the staff led to a role on the scorer’s table on game nights, which led to a PR internship with the Baltimore Orioles in the summer of 1994. By then, my résumé looked better, and entrepreneur Jeffrey Pollack and his editor, Steve Bilafer, took a chance on me as they were launching Sports Business Daily — again, fortuitous timing and luck.

From there, it’s been a lot of hard work in various locations and environments, but if there are lessons besides luck and timing, it may be persistence, not being afraid to ask for help, not doing it for money or a balanced lifestyle — and then just work your ass off. More than three decades later, I feel very privileged to work in such a special industry and can’t imagine doing anything else in my life. As young people begin their journey, I hope they are as fortunate as I’ve been.

Abraham Madkour can be reached at amadkour@sportsbusinessjournal.com.