Navigating Sports Business

Justin Toman - Head of Sports Marketing for PepsiCo - discusses the factors he considers when planning a sponsorship campaign and selecting a partner. You can listen to the full interview on Navigating Sports Business, and check out our YouTube channel for more highlights.  Listen to the full episode: Here

Ray Anderson - VP for University Athletics and Athletic Director at Arizona State University - has a résumé unlike most other athletic directors. After finding success in the NFL as an agent and executive, he transitioned to the collegiate side in 2014. He and AJ discuss the differences between pro and collegiate sports, NIL, the Novus Innovation Corridor, and the $1 Million dollar donation that Ray and his wife gave to resurrect the men's tennis program at ASU. Details: 1:35 - Navigating COVID 6:25 - Ray’s Background 9:40 - Transitioning to Collegiate Athletics 14:00 - Nontraditional Hiring at ASU 17:00 - Diversity in College Athletics 20:45 - Facilities 30:00 - NIL 35:30 - Ray’s $1M donation to ASU Tennis 38:33 - Pac-12 Commissioner Search 44:50 - Rapid Fire Questions

PepsiCo is one of the most active brands in the world for investing in sponsorships. This week, Justin Toman - Head of Sports Marketing - discusses the strategies behind some of Pepsi's most iconic activations, the importance of aligning sponsorships with business objectives, and what Justin looks for in a potential partner. He is also a former world-class gymnast who competed in the Olympic trials with a torn ACL.   Details: 1:50 - Justin’s Gymnastics Background 13:45 - Beating Tom Brady 16:15 - PepsiCo’s Collegiate Sponsorships 17:40 - A cameo from Justin’s daughter/The silver linings of COVID 19:30 - NIL 23:45 - PepsiCo’s Sponsorship Strategy 26:30 - LeBron James & Mtn Dew Rise 28:45 - Water brands driving revenue 31:05 - Aligning sponsorships with business objectives 36:00 - How to partner with PepsiCo 39:15 - Data and Insights  45:55 - Rapid Fire Questions   For more insights, visit our LinkedIn page and learn more about Navigate at https://nvgt.com/ 

When Kim Pegula - CEO and Owner of Pegula Sports & Entertainment - took on the role of President for both the Buffalo Bills and Buffalo Sabres, she became the first female president in NFL and NHL history. Kim and AJ talk about what it's like having a seat at the table for some of the most important conversations in professional sports. They also discuss the Bills' recent success, a possible new stadium in Buffalo, and her daughter Jessica's professional tennis career. Details: 1:55 - The Bills’ Success in 2020-21 5:00 - A new stadium in Buffalo? 7:30 - Canadian Bills fans 12:40 - Hockey or Football? 15:05 - Other franchises 22:30 - How Kim met her husband Terry 26:30 - Kim’s childhood 34:00 - Jessica Pegula’s pro tennis career/ Kim’s family 38:05 - First female NFL & NHL president 45:40 - Rapid Fire Questions   Books Mentioned: Talking to Strangers, by Malcom Gladwell  Think Again, by Adam Grant

No one knows more about the Pac-12 than Jon Wilner - journalist for Bay Area News Group whose Pac-12 Hotline column is syndicated throughout the West. He and AJ discuss what happens behind-the-scenes when a conference is choosing a new commissioner, how NIL will change college sports as we know them, and the relative importance of exposure versus money when negotiating a media deal. Jon is also a voter for AP Top 25 for football and basketball as well as the Heisman Trophy. He breaks down how his thought process differs from other voters. Details: 2:20 - The state of the Pac-12 6:15 - AP Top 25 voting  11:10 - Pac-12 Commissioner search  22:30 - Future of the conference & NIL 35:40 - Rapid Fire questions 

Amy Latimer is the President of TD Garden, home to the NHL's Boston Bruins and NBA's Boston Celtics. After successful seasons for both teams in 2019, the COVID-19 pandemic shut down live events, and pro sports venues were among the hardest hit. On this week's episode, Amy joins AJ to discuss how she was able to overcome the challenges of 2020, and how TD Garden's business emerged from the shutdown stronger than ever. They elaborate on the future of live sports, including mobile betting in venues, and new forms of fan engagement. Amy also highlights the innovations, mindset, and hard work that got her to this point in her career.   Details 1:50 - Adapting to COVID-19 6:30 - Innovations in facility management 13:20 - Mobile Betting 15:45 - Equality in sports 20:15 - Fan experience  22:20 - What’s next for Amy? 24:25 - Following in Amy’s footsteps 30:15 - Favorite memories from TD Garden 33:30 - Former athletes in the C-suite 36:10 - Rapid Fire questions  

Revolutionizing the college sports media landscape and founding Host Communications was only the start of Jim Host’s story.  On this week’s episode he talks about his time as a DI pitcher, his start as a businessman, and what he learned in his run for Lieutenant Governor of Kentucky.  He also shares his thoughts on NIL and how student-athletes may be compensated in the near future.    Details: 3:05 - The keys to Jim’s success 9:45 - NIL  19:25 - Mentors and Kentucky legends 36:55 - Jim’s Legacy   Find Jim's Book here.

As an NFL player, DI Athletic Director, and now the President & CEO of the Green Bay Packers, Mark Murphy has experienced the sports industry from all sides. His interview with guest host Jeff Nelson - Navigate President and lifelong Packers fan - explores a wide range of topics that include NFL labor relations, winning a Super Bowl, and appealing to the next generation of NFL fans.   Details: 3:30 - NFC Championship Game 6:45 - Mark’s career background 12:45 - Labor relations in the NFL 20:40 - Winning a Super Bowl 24:10 - What’s next for the Mark and the Packers? 24:55 - The impact of being a publicly owned team 28:20 - Changes due to COVID-19  30:00 - Sports betting 31:20 - The next generation of NFL fans 36:05 - Analytics 37:25 - Rapid Fire Questions

Andy Pierce, Special Advisor to Bruin Sports Capital, joins the show to discuss the role of private equity in the sports industry and how access to capital is shaping the landscape for 2021 and beyond. Andy also shares some of the great stories from his 20+ years at IMG working alongside industry legends like Arnold Palmer and Mark McCormack.   Details: 1:30 - Andy’s background  11:15 - Private equity & investing in sports 29:15 - Arnold Palmer  34:15 - Current state of pro golf 37:25 - Rapid Fire questions 

West Coast Conference Commissioner, Gloria Nevarez, joins the show to discuss the current state of college athletics and shares her thoughts on NIL, the one-time transfer rule, and why conferences and athletic departments tend to lag when it comes to racial and gender diversity. Under Gloria's leadership, the WCC recently created the "Russell Rule," named after the legendary conference alum Bill Russell. The rule attempts to increase diversity by requiring athletic departments to include a member of a traditionally underrepresented community in the final hiring pool for all significant job searches including athletic director, senior administrator, head coach, and full-time assistant.   Details 1:25 - Current State of the WCC 3:00 - Esports 9:00 - One-Time Transfer Rule 16:40 - NIL 22:25 - The Russell Rule 33:35 - The PAC-12 Commissioner Opening 37:25 - Rapid Fire Questions    Click Here to learn more about Dr. Rick Hodes Medical Programs and help raise money for spinal surgeries for children in Ethiopia.