How Academic & Professional Partnerships Work: Baylor S3 Pro Day

How Academic & Professional Partnerships Work: Baylor S3 Pro Day
by Kirk Wakefield – November 2016

If we, will you?

In 2003, the Baylor Sports Sponsorship & Sales (S3) program began the day we walked into the San Antonio Spurs offices and asked Russ Bookbinder, “If we did this, would you help?”

Darryl Lehnus and I then set out to every other team in Texas asking the same question, getting feedback, making adjustments and gaining support to launch the program in 2004 with the first graduating class in 2006. Students will get a kick out of watching the original S3 promo video. The keys, then and now, to make academic and professional partnerships work are simple:


Steps to Build Partnerships Ask/Offer
Identify the unique need. What is your biggest need?
Identify competition. How is this need addressed now?
Ask for commitment. If we, will you?
Ask for referrals. Who else might be interested?
Develop relationships. How can we improve?

We keep asking these questions to maintain position and relevance. In the beginning, and in adding the CRM & Analytics track (2011) to the major, we did not accept more students than industry commitments to help with placement.

Today, with over 210 S3 Alumni, many reaching management and executive levels, our vision is the same: to instill integrity in the business of sports & entertainment. Integrity starts with delivering on what we promise to students and employers. And listening. And learning. A lot.

Listen. Learn. Launch.

Board members began asking for more recruits. Board members moved to new teams, which usually means adding another team to the board. We saw the opportunity to grow, but at the same time maintain Baylor’s goal to keep classes under 20 students. So, in the past three years, the number of qualified students admitted to the S3 major doubled from the original 19 to 38 as we increased the number of sections for each class. We launch a new Sports Sales Management course Spring 2017, with board member Bill Glenn, leading the class. More changes are in the works for the CRM & Analytics graduate program, as we launch a global partnership in the United Kingdom.

For the first 12 years (2004-2016), recruitment was combined with the S3 Board Meeting. The S3 Pro Day was launched based on feedback from board members Alan Aldwell (Pittsburgh Pirates) and Rob Erwin (Dallas Mavericks), among others. After asking others for input, with the support of Patrick Ryan & Eventellect, we launched the first ever S3 event dedicated entirely to recruitment. We moved the S3 Board Meeting to a different date (January 17-18, click here for more information), focused on best practices and developing mentor relationships for career-long impact. We will keep listening and learning.

In the process, we also developed an interview scorecard to help both students and recruiters focus on the values and skills important to us. Feel free to edit and adjust for your own use in developing or recruiting talent. Click here to review and download.

Eventellect S3 Pro Day in Pictures

Thanks to the recruiters from the teams, companies, and leagues that participated in the Eventellect S3 Pro Day!

pro-day-attendees

Here are the S3 Senior Pro Days in pictures.

Night at Vitek’s

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Ticket Sales Interviews

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 Partnerships and CRM & Analytics Interviews

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What’s new in S3 for 2016-17?

What’s new in S3 for 2016-17?
by Kirk Wakefield – April 2016

April 2016 Newsletter

We have big plans for the 2016-17 academic year. Here’s some of what’s in store!


Friday, November 4, 2016

S3 Senior Pro Day

  • Texas BBQ on Thursday Night:  S3 Advisory Board members meet the students & network with managers the night before interviews.
  • S3 Senior Interviews All-Day Friday: Managers meet each senior for 10 minutes in the morning, speed-dating style; then call back your top draft picks for afternoon interviews.
  • Stay over for the TCU-BU game on Saturday, November 5, 2016.
  • All S3 Advisory board teams and companies are invited to interview our 40 seniors for 2016-17! Board members should feel free to invite HR personnel to join us for the Senior Pro Day!
  • Virtual interviews may also be set-up for those who cannot make the physical trip to Waco.
  • Mark your calendars now. Official invites will arrive via email.

Tuesday & Wednesday, January 17 & 18, 2017

S3 Board Meeting

Based on insights provided by the S3 Executive Council and input from board members, we recognize that focusing on recruiting seniors in November and juniors in January better fits the schedules of many teams and companies. Hiring managers will get to meet every senior at the fall Pro Day and can still interview seniors at the January meetings. An additional benefit is that juniors will have a semester completed in the S3 program and be better prepared to meet board members and interview for internships.

Held right after Martin Luther King Day (1-16-17), the S3 Board meetings will include:

  • Junior Internship Recruitment & Senior Follow-up Interviews:
  • Phillips 66 Banquet & Corporate-Property Networking: Focused time to develop relationships with other S3 Board members.
  • Mentorship Hour: Share career advice with your mentorship group of S3 students. Board members will have the opportunity to volunteer as mentors and role models as a way of giving back to students as they begin their careers.
  • Ticket Insights: Roundtable discussion on pricing analytics presented by new S3 partners Eventellect & Stubhub.
  • Campaign Management: Roundtable discussion on best practices in strategy. Stay tuned, board members, for the opportunity to submit your best campaign strategy to present at the meetings.
  • S3 Brand-Building Brain & Barnstorming: Board members will discuss ways to strengthen and spread the good word about S3, as we continue to grow on a national and international basis.

We thank the S3 Board Members who recruit seniors for full-time positions and juniors for summer internships, as well as provide financial support for the program. We especially thank our anchor (1) corporate partners at Phillips 66, Eventellect, Schlotzsky’s, and La Quinta Inns & Suites, and (2) team partners at the Dallas Cowboys, Houston Texans and Dallas Mavericks. These organizations have gone above and beyond!


Welcome to New Board Members!

Dan Fleetwood, Vice President, Global Sponsorships, SAP

Patrick Ryan, Co-Founder of Eventellect

Geoff Lester, Head of Partnerships & Business Development, StubHub

Katie Scallan, Senior Manager, Engagement Marketing, Gulf States Toyota

Chris Talley, Vice President, Corporate Communications, USAA

Garrett Smith, Manager, National Soccer HOF Club Sales, FC Dallas

Doug McNamee, Senior Associate AD, Baylor

Katy Young, Director of Recruiting, Learfield

We also welcome, Christine Stoffel, CEO, SEAT Consortium, who will share some exciting news with us next month!


This month in the S3 Report we begin features on the culture, values and practices of some of our great team partners. This month, read about the San Antonio Spurs Sports & Entertainment:


Cover Photo: April S3 Club Meeting with San Antonio Spurs Brooke Gaddie (S3 2014) and Lindsay Beale (S3 2010) sharing insights with S3 students.

 

The 2014 S3 Board Meeting in Pictures

The 2014 S3 Board Meeting in Pictures
by Kirk Wakefield – December 2014

The meeting for the Sports Sponsorship & Sales (S3) Board was held November 11th & 12th in Waco at the new McLane Stadium on the campus of Baylor University.

The only of its kind focused on selling sports, the S3 major is a selective program in the Hankamer School of Business at Baylor University, a highly ranked Christian university. The S3 program continues to grow from its original admissions of 19 highly qualified students in 2004 to soon selecting up to 38 in each year’s incoming class. Students in the major are prepared for careers in (1) professional selling for sports (tickets, corporate partnerships & service) and (2) customer relationship management (CRM) & analytics. Read more here on the Baylor website.

Phillips 66 S3 Banquet

Dr. Darryl Lehnus, Director of the S3 program, hosted the Phillips 66 S3 Banquet attended by over 140 executives, managers, S3 alumni and current S3 students.

Dinn Mann (BU ’87), Executive Vice President and a founder of Major League Baseball Advanced Media (MLBAM), provided the keynote speech, “The Changing Landscape of Digital Media & Ticket Sales.”   Mr. Mann serves on the S3 Executive Council, along with other S3 Executive Council members recognized at the banquet, including:

  • Eric Fernandez (BU ’94), Co-founder & Managing Partner, Sports Desk Media, S3 Executive Council Chair
  • Greg Grissom (BU ’95), Vice President of Corporate Development, Houston Texans, S3 Executive Council Vice-Chair
  • Tami T. Walker (BU ’86), US Brand Management, Phillips 66
  • Jose Lozano (BU ’93), Chief Executive Officer, The Company
  • Derek Blake (BU ’86 )Vice President, Partnership Marketing & Military Programs, LaQuinta Inns & Suites
  • Drew Mitchell (BU S3 ’06), Chief Revenue Officer, Texas Legends
  • Chase Jolesch (BU S3 ’10), Manager of Ticket Sales Center, Baylor University
  • Heidi Weingartner, Chief Human Resources Officer, Dallas Cowboys

Chevrolet Outstanding Board Members

Over 60 executives and managers from over 25 teams, companies, and the NBA and MLBAM offices attended the 2014 board meeting, which included an afternoon of interviews for S3 juniors for summer internships and S3 seniors for career positions.

Special thanks to Murray Cohn, Vice President of Ticket Sales (NBA),  for leading a panel of  Sales All-Stars including Jake Reynolds and Brian Norman, Philadelphia 76ers, Kris Katseanes, FC Dallas, Joe Schiavi, Detroit Pistons, and Lacey Congdon (BU S3 ’14), Texas Rangers. As always, we are grateful to Bill Guertin for mentoring S3 students and kicking of the week along with Jason Howard (Houston Astros) and Tom Parsons (Time Warner Cable Media) as part of the “Faith in the Workplace” panel discussion.

The meetings concluded with the Chevrolet Outstanding S3 Awards given this year to:

  • Outstanding Team Board Member: Greg Grissom, Vice President of Corporate Development, Houston Texans
  • Outstanding Corporate Board Member: Lynda Carrier Metz, Chief Marketing Officer, Restaurant Management Company (Pizza Hut)
  • Outstanding S3 Alum: Bryan Apgar (BU S3 ’07) Vice President of Sales & Business Development, Website Alive
  • Outstanding S3 Report Writer: Anne Rivers, Senior Vice President, Global Director of Brand Strategy at BAV Consulting

The 2014 S3 Board Meeting in Pictures

What do college graduates have to offer the sports industry? Fresh Legs!

What do college graduates have to offer the sports industry? Fresh Legs!
by Laura Cade – January 2014

Fans today demand access to a second screen experience to stay connected during the game, rather than just sit there and watch the entire event. So how can organizations respond to this trend with a changing viewing audience? They need some fresh legs: Young adults who bring an innovative, creative energy to the sports industry.

With kids coming out of college looking for their first job in sports, the market for sales men and women has gone up. Most organizations are beginning to see the value in recruiting college grads to bring a new perspective to the sports world in ticket sales, sponsorship activation, and CRM. Lynn Wittenburg, SVP of Marketing at the Tampa Bay Lightning, said, “Most sports organizations are looking to reach a younger audience, so [young adults] usually have great ideas on how to get more young people engaged and coming to games.”

Lynn Wittenburg

As soon-to-be college grads completing majors in this field we have the opportunity to bring “fresh legs” and fresh ideas to the sports industry for three reasons.

Mobility

First, young adults are mobile. We should not be averse to moving away from home to begin a career.  Besides, industry stats tell us that we can expect to change jobs/organizations/employers many times. If we want to seize the opportunities, we can’t afford to have an emotional attachment to a given place. Instead, we  breed a “front-runner” mentality that maximizes potential instead of settling for what’s comfortable.

Technology

Young adults accept technology as part of everyday life. Immediate gratification/access to information is desired, if not required.  This generation feeds on new content on a frequent basis to maintain interest and to connect with others. Younger people are more adept at multi-tasking and dealing with a broad range of inputs and managing despite distractions. Whereas older individuals may require peace and quiet to work, the younger set can easily incorporate new technology and interruptions and move ahead. This is where we have some of the greatest opportunities to stand out.

Katie Morgan, Director of CRM and Corporate Services at the American Airlines Center, said, “College grads need to improve on new technology once they get into their job. Step up and take the lead.”

www.linkedin.com/in/katiecrawford12

Selling the Experience

The game is the focal point but is marketed more for experience and atmosphere rather than a sporting event.  Even inside the stadium or arena, the presentation is chock full of pulsating music, cheerleaders, dancers, pyrotechnics, and gigantic video screens. Some people come just to see the in-venue charades rather than the actual gameplay. Compared to traditionalists, college students know that the experience of going to a game has become just as important as the event itself.

Overall, young adults in the sports industry can bring new life and a new approach to sales, sponsorships, and CRM. We enjoy the ever-changing atmosphere of sports and we want others to experience the same thrill we do as we start a career in sports.


Cover photo courtesy of BaseGreen.

S3 Alum Spotlight on Katy Gager

S3 Alum Spotlight on Katy Gager
Katy Gager
Katy Gager
by Justin Pipes – October 2013

Katy Gager (Baylor S3 ’08) is a Senior Account Executive at The Marketing Arm an agency based in Dallas, Texas. She represents and manages AT&T’s brand through corporate sponsorship of professional & collegiate sports properties in the Southeast Region.

Willing to move

Katy transferred to Baylor for the S3 program to begin her junior year. One of three transfers in the class, Katy was torn between UT and Baylor when deciding to transfer. Gager felt like Baylor was home and believed the S3 program gave her the best opportunity to start a successful career in sports. After moving halfway across the country from California, Gager experienced challenging projects through the curriculum from selling tickets for the Rangers (back in their losing days) to presenting sponsorship ideas for the AT&T Challenge.

Finding Her Niche

Gager quickly found  she  enjoyed the relationship focus in the field of sponsorship. All S3 majors are given a DISC assessment (DiSC Profile Website) to determine their own personal behavioral style and what types of careers are likely to fit them best. Katy has a high Steadiness trait, which “place[s] an emphasis on cooperating with others within existing circumstances to carry out the task <ref>DiSC Profile Steadiness Overview</ref>.” Being a high S and having a more conscientious, detail-oriented personality helped make Katy a great fit for contributing to an agency sponsorship team.

Gager started her career at The Marketing Arm (TMA) in Dallas working on the Insights and Analytics team. She had the opportunity to work with over 25 different accounts including AT&T, State Farm and Frito Lay conducting research for each brand related to their sponsorships with properties nationwide. After becoming an account executive for TMA, she was able to pull from her knowledge of the brands objectives and her research background to manage programs for AT&T that would yield results and drive sales.

S3 Model

Eric Fernandez
Eric Fernandez

Eric Fernandez, Senior Vice President of MEDIALINK LLC, says,

“Katy is a great example of an S3 student who seized the opportunities presented to her.  While the S3 program prepared her for entering the sports marketing business, her work ethic, positive “can do” attitude and natural curiosity have contributed to her professional growth and advancement.  She’s achieved quite a bit in a short time and continually is a model representative of the S3 program.”

High praise also comes from Travis Dillon, Vice President of Activation and Property Management at The Marketing Arm.

Travis Dillon
Travis Dillon

“Katy is one of our rising stars at TMA.  She has been an integral part of our national college football program the past 2 years with AT&T and ESPN College GameDay and is quickly establishing herself as a leader on the team.  In addition, her insights and analytics background make her a valuable strategic asset to the team since day one.”

This work ethic, “can do” attitude and natural curiosity led to a recent promotion to Senior Account Executive.

Three Tips from Katy

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  1. Approach to Networking: Sports is a small industry. No matter where you are or have been, your name and personal brand will come up again with come up again. Continue to build your personal brand equity.
  2. Be a Problem Solver: Look for different areas of your client’s business and your business to solve problems all across the board. Be known as someone who finds solutions.
  3. Have a Great Attitude: Be a team player with a positive attitude when approaching all projects, including that those aren’t exactly your favorite.[/dropshadowbox]

 

How did the S3 Report grow over 400% in 4 months?

How did the S3 Report grow over 400% in 4 months?
by Kirk Wakefield – June 2013

Thanks to you, the growth in readership and membership at the S3 Report has been exceptional. Let’s start with who we are and then how we’ve grown.

Who are we?

The S3 Report launched in January 2013 with a following of no more than 75 members of our S3 Board and staff who write for us.  Within four months, we had 300 registered members (up 400%). Starting from scratch in January (visits = 0), where has your support taken us?

  • 4,506 unique visitors, 7,174 total visits, and 37,625 page views since January 1.
  • 1,792 unique visitors since May 1: 
    • 67% new visitors
    • Over 98% stay on the site for 3 minutes and view over 5 articles each visit.
  • Now over 400 registered members representing exec’s from:
    • Over 60 major league teams
    • NFL, NBA, and MLS league offices
    • Over 30 NCAA athletic departments
    • Over 50 corporations/agencies

How did we get here? You.

First, we started with influencers. Executives from leading teams in every league and among major sports advertisers from the Baylor S3 Advisory Board provided the foundation as our writers.

Second, more influencers like you joined the community via social media. With the help of the first 75 influencers and their followers, traffic was generated primarily through Twitter referrals. Over half of our traffic (51.3%) comes from referrals via social media and other websites, with another 16% from search traffic and 30% direct traffic to the site.

Breaking down the referrals with Google Analytics, we can see how most new visitors get here:

Bottom line? Keep on posting! As we all know from our careers in sales and marketing, referrals from friends are the most trusted source of information.

Content is _______

We get tired of hearing it, but the King is not dead. And, no, we don’t mean Elvis.

Excluding articles from the editor, what are our most popular posts so far?

Rank Article Author Organization
1 Which comes first: Happiness or success?
Shawn Achor
GoodThinkInc
2 No more cold calls: 3 steps to making informed calls & increasing close rates
Flavil Hampsten
Bobcats
3 The Sales Commandments According to This Disciple
Carson Heady
T-Mobile
4 Sales Training: How to Handle Objections
Sean Ream
MLS
5 How to get promoted in sports sales careers
Rob Zuer
Rockets
6 How to manage the new generation of sellers
Murray Cohn
NBA
7 Executing successful sales events: Three teams who are doing it right
Corey Breton
Hawks
8 So you want a job in pro sports?
Charles Johnson
Sixers
9 Part 2: Managing the next generation of sellers
Murray Cohn
NBA
10 Practice? We talkin’ about practice?
Bob Hamer
Suns
11 S3 Board Member Spotlight: Kelly Cheeseman, AEG Worldwide
Jerry Ruiz
S3 Editorial Staff
12 Social media in the NFL: Strategy and tools
Nick Schenk
Texans
13 Here’s a method to turn sponsorship assets into answers
Bill Glenn
The Marketing Arm
14 How to look good at the interview
Jeannette Salas
Texans
15 S3 Alumni Spotlight: Taylor Bergstrom, Texas Rangers
Jennifer MacIntyre
S3 Editorial Staff
16 I’ve got the golden ticket! 
Ken Troupe
KT SportsMarketing
17 Ticketing technology: How can we reduce barriers for renewals?
Chris Faulkner
Broncos
18 Just trust me
Lolly Daskal
Lead From Within
19 Are you investing enough time into training? The 3 elements of good programs
Drew Ribarchak
Blue Jackets
20 Evolution of analytics in sports: What’s next?
Aaron LeValley
LA Kings/AEG

[dropshadowbox align=”center” effect=”lifted-both” width=”400px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]If you missed any of these, the good news is our archives are always open. If you haven’t yet joined our community, the best news is it’s free. Just click here![/dropshadowbox]

 

You don’t have to have Haley Hosch to lead a tourism department, but it sure helps

You don’t have to have Haley Hosch to lead a tourism department, but it sure helps
by Anna Merritt – April 2013

What’s it take to be a Tourism Manager?

Haley Hosch
Haley Hosch

During the annual Baylor S3 Board Meeting in her senior year, Haley Hosch was able to meet some of the representatives from the Orlando Magic. After a follow up meeting in Florida and graduation, she flew out to the Magic and started her career as an Inside Sales rep. After two months, she heard about a position focused on tourism. Haley switched over to continue selling in the tourism department and subsequently proved herself to rise to manager of the department.

Jamie Weinstein, Ticket Sales Manager for the Orlando Magic, says, “It’s great getting to work alongside Haley every day. She has an unbelievable sense of pride in what she does with her clients and has really grown the Tourism Department this past season.”

Haley says the best qualities to have in the mix of tourism and sports industries are patience, flexibility, and great relationship skills. When working with other big industries focused in Orlando, sometimes negotiations and deals don’t go as expected. Having the patience and the flexibility to work around these hurdles is imperative. Also, Haley points out that many of the people she works with are the same year after year. If you don’t care about those relationships, the next year’s negotiations could be tough.

Getting Here

[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]joe andradeHaley is well-liked and highly respected by her colleagues at the Orlando Magic. She’s a passionate, collaborative leader that gets results. The Tourism Department continues to grow because she goes above and beyond for her clients. ~ Joe Andrade[/dropshadowbox]Starting a career is always a difficult task. At some point, we all need a mentor or some eye-opening advice. One of these mentors is a senior vice president who Haley says, “continually pushes me to think globally and strategically for the department and company.” His consistency as a great leader has influenced her career. Who doesn’t need someone like that? Another mentor is a leadership coach at the Magic who Haley gets to meet with to set personal and professional goals and strategically work toward achieving those goals with the support and guidance of someone with greater experience than herself.

As far as eye-opening advice, Haley says some of the best advice she’s received is to “control the controllable.” There are many uncontrollable things in life, you can’t let those things take over and get you down. You can always control your attitude and outlook. One of her favorite quotes is, “life is 10% what happens to you and 90% how you react to it.” What is your 90% going to be like?

Learned along the way

When talking to people interested in getting into the sports industry, and most other careers, Haley offers four pieces of advice.

  1. Double-up. Concentrate on doubling revenue on each of your accounts. In other words, focus on turning each small account into a bigger one.
  2. Surround yourself. Think about how you want to be perceived by your peers and leaders. The people you associate with will influence you, so surround yourself with successful, positive people.
  3. Step outside. Take advantage of the opportunity to learn from tenured executives throughout your organization. In sales, it can be very easy to stay within your department bubble, but the sports industry is saturated with leaders and influencers that can help you throughout your career.
  4. Invest in yourself. Professional and personal balance is important. Take the time and resources to invest in both.

The AT&T Challenge: Innovative teaching tool brings ideas to life for brands and teams

The AT&T Challenge: Innovative teaching tool brings ideas to life for brands and teams
by Darryl Lehnus – March 2013

The AT&T Challenge: The Beginning

The AT&T Challenge is the brainchild of Eric Fernandez (BU ’94), then Director of Corporate Partnerships for AT&T. Working in collaboration with Eric and AT&T’s partnership with the Dallas Mavericks, the Sports Sponsorship & Sales (S3) students developed sponsorship activation strategies in a team competition to see who could be the most creative and effective in reaching partnership objectives.

Since 2007, S3 students have had the privilege of working with a variety of sports properties including the Dallas Stars, San Antonio Spurs, San Diego Padres, AT&T Cotton Bowl, Baylor Athletics, and this year’s partner Circuit of the Americas. Tom Hughes (S3 Board Member, Director of Sponsorship Marketing & Promotions, Reliant Energy) helped grow the program while at AT&T. Eric continues to lead the way in developing the process.

[dropshadowbox align=”center” effect=”lifted-both” width=”500px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]

Eric Fernandez
Eric Fernandez

We’re constantly looking for fresh, innovative ideas. As a marketer, it’s easy to fall into a “tunnel vision trap” because you live and breath your brand every day.

The S3 students provide a unique point-of-view unconfined to traditional “corporate” thinking and challenges us to be more creative.

Relevantly connecting with 18-24 year olds is a priority for any brand.What better way to do this than a group of college students providing their points-of-view on what’s interesting and meaningful to them? The students’ ideas are creative, compelling and provide insight into how best to connect with them. [/dropshadowbox]

The Process

The AT&T Challenge is real world immersion for students. The structure and process is basic to how sponsorships work. AT&T, currently under the leadership of Bill Moseley, selects a current or prospective sports property partnership relationship. The steps mirror industry practices:

  1. Sponsor goals: AT&T presents the objectives and goals of their marketing strategy and how the sponsorship fits within that strategy.
  2. Property assets: The sports property identifies the resources, inventory, and assets available in packaging the partnership.
  3. Probing/exploration:  Representing the property, students ask questions and explore creative opportunities for the partnership.
  4. Preparation: With the goals and asset inventory available, S3 student teams create unique customized partnership proposals. Over the next six weeks, students participate in conference calls (assisted, of course, by AT&T) with the sponsor & property with clarifying questions and applications to ensure package elements are available and can be delivered.
  5. Presentation: Student teams compete to see which of their partnership proposals best meets the needs of the partners.

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Brad Alberts

Baylor University continues to provide the finest sports marketing experiences for its students of any university I have seen. The AT&T Challenge was a tremendous opportunity to see Baylor’s students articulate a sports sponsorship and to see the young talent that ultimately could work for an NHL team like the Dallas Stars.[/dropshadowbox]

S3 students know they will face the evaluations of a panel of national leaders in the sponsorship field. The pillar of strength in this process is the ever-present Eric Fernandez. Eric interacts with our students during the process to review, advise, and critique each team’s ideas and concepts.

The panel includes five members:

Bill Moseley
Bill Moseley

Bill Moseley ultimately decides if the proposals meet the AT&T objectives. A productive outcome of this project is the proposed ideas, concepts, and promotions are frequently implemented by AT&T and the various properties.

“The AT&T Challenge is mutually beneficial to all involved,” explains Moseley. “Students get experience and develop needed skills. The innovative ideas from these outstanding young people is a value-add to our partners. And, like most of us who’ve had someone help us, we love giving back to help the careers of these students.”

Always looking for more

Students in the S3 program participate in ticket sales projects each year, generating revenue up to $25,000 for teams and events such as the Houston Astros, Texas Rangers, San Antonio Spurs, Houston Rockets, FC Dallas, Mastercard Colonial, Valero Texas Open, Houston Shell Open, and the Alamo Bowl. Students call from our AT&T 24-seat call center and students in the S3 CRM-track manage the database tracking calls and notes through Microsoft Dynamics.

AT&T Call Center
AT&T Call Center

The S3 program is expanding opportunities to engage in more activities like the AT&T Challenge. S3 students operate in agency teams as part of the new S3 Sponsorship Incubator (SI). In two weeks time, SI teams  present creative activation approaches suited to the needs of a partnership. You can join Pizza Hut and the Houston Dynamo, the first two clients of the new SI service, by contacting me by email or calling 254.710.6189.


 

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Jason Simpson
Jason Simpson

The S3 program is grateful to AT&T for their trust and investment of time into the preparation of the next generation of sports sponsorship leaders. In particular, we honor in memory the contributions, friendship, and the life of Jason Simpson to the S3 program. Jason passed away December 18, 2012.

[/dropshadowbox]

 

S3 Board Member Spotlight: Kelly Cheeseman, AEG Worldwide

S3 Board Member Spotlight: Kelly Cheeseman, AEG Worldwide
by Jerry Ruiz – February 2013

Congratulations to S3 Board Members in their new positions:  Kelly Cheeseman, Chief Operating Officer of AEG Worldwide, and Chris McGowan, President of the Portland Trailblazers.

Chris McGowan
Chris McGowan
Kelly Cheeseman
Kelly Cheeseman

This is a story about the value of good mentors.

Kelly Cheeseman started his career as the Manager of Marketing at Rancho Cucamonga Quakes before coming to the LA Kings/AEG in 2001 as an Account Executive in ticket sales. In short order, Kelly advanced to Senior Sales Executive and then to the Manager of Ticket Sales. By 2005, Kelly was the Director of Sales & Service. Three years later, he was promoted to Vice President, Sales & Service, followed by a move up to Senior Vice President in 2012. When Chris McGowan left the COO position at AEG Worldwide to become the President & CEO of the Portland Trailblazers, Kelly was, as always, prepared to step in.

“Kelly has the best work ethic of any sports executive I have ever seen,” said Chris McGowan. From his experience, beginning in 1996 at AEG, McGowan sees the COO position at AEG as a true privilege. Having worked alongside Cheeseman for over a decade, Chris said what’s obvious to everyone is that, “Kelly is extremely passionate about the sports industry and dedicates a lot of time and energy into learning every aspect of the business.” Kelly would say he’s been helped by seeing it modeled by his mentor, Chris McGowan.

Giving back

In turn, Kelly has always taken the time to mentor others. Two graduates of  the inaugural Baylor S3 class in 2006, Todd Pollock and Brett Christenson, began in ticket sales at the LA Kings/AEG. Cheeseman took the two under his wings and helped them get off to a good start within the industry.

Todd Pollock in London
Todd Pollock

“Kelly has been a great mentor. Aside from his knowledge and business-savvy mentality, he has always been a great leader with his staff, whom he cares about greatly. His willingness to develop skill sets and train his staff makes him one of the best executives in the sports world today,” said Pollock, currently General Manager of Sales & Service at Temple University.

Under Cheeseman’s mentorship, Pollock moved from inside sales to account executive to Manager of Sales & Service for the LA Kings in less than two years, before becoming Manager, Ticketing & Suites, at the San Francisco 49ers. Cheeseman, like his mentor McGowan, share the qualities of all good mentors.

Christenson landed at FC Dallas in corporate sales, before completing his MBA and moving into corporate business intelligence and database analytics.

[dropshadowbox align=”right” effect=”lifted-bottom-right” width=”250px” height=”” background_color=”#ffffff” border_width=”1″ border_color=”#dddddd” ]Qualities of Good Mentors:

  • genuine concern for your best interest
  • willingness to share what they know to help you get ahead
  • willingness to be available to you when you need help—not just at their convenience
  • ability to identify your needs or deficiencies and to develop strategies for overcoming such obstacles to your success
  • respectfulness, trustworthiness, honesty and supportiveness

Source: Achieve Solutions [/dropshadowbox]

Learned along the way

Looking back at his career, the biggest challenges came during the two NHL work stoppage. Facing such obstacles out of your control, Cheeseman says, “will truly test your ability to maintain good relationships with customers and challenge your mental strength.”

When asked about some of the best career tips he’s ever received, Cheeseman recalled words shared by McGowan that stuck with him:

  • Hard work can never be beat.
  • There are no shortcuts.
  • Always look for ways to be innovative.
  • Don’t get stuck in a rut.

What is Cheeseman’s advice to others wanting to succeed in sales management in this business?

  • Hire a great team properly organized to work together. Focus on the structure.
  • Develop a measurable business plan you can review against key performance indicators.
  • Hire an analytics team to support your staff.

Of course, it always helps to have a positive mindset. “Clients and co-workers really enjoy working with Kelly because he has a great personality,” McGowan added.

Thanks

The students in the Baylor S3 program look forward to continued success stories from those fortunate enough to work with Mr. Cheeseman and Mr. McGowan. Thanks for giving back!

Welcome to the Sports Sponsorship & Sales (S3) Report

Welcome to the Sports Sponsorship & Sales (S3) Report
by Kirk Wakefield – January 2013

Join the S3 Community to:

Participate: Join the discussion on our LinkedIn group: Click here.[dropshadowbox align=”right” effect=”lifted-both” width=”250px” height=”” background_color=”#F5F6CE” border_width=”1″ border_color=”#dddddd” ]Content Categories:

  • Selling Sports: tickets, experiences, sponsorships, premium/VIP
  • Leadership: Leadership Freak and guest columns
  • S3 Spotlight  on alumni and board members[/dropshadowbox]

Access: All current month articles are available for those in the S3 Community. Click here to join. All archives from previous issues are open access.

Share. The purpose of the Sports Sponsorship & Sales (S3) community is to share best practices with each other. Content is written by members of the sports industry to share with the industry. Share freely! If you have content ideas, please contact the editor (Kirk_Wakefield@Baylor.edu).

Network. The S3 Advisory Board and contributors are among the most respected in the business of professional sports. Join our community (free) and connect with leaders and learners in the industry.

Spread the word. More great content is coming from the Baylor S3 Advisory Board & our partners at Baylor University. Click on members’ names to view their LinkedIn profiles.

Team/Organization S3 Report Contributor See their 2013 posts in:
MLB: New York Yankees Dan Rosenthal May
MLB: New York Yankees Nick Forro July
MLB: Philadelphia Phillies Derek Schuster February
MLB: San Diego Padres Eric McKenzie June
MLB: San Diego Padres Jeremy Walls December
MLB: San Diego Padres Tyler Epp February and December
MLB: Texas Rangers Jason Fortune September
MLB: Texas Rangers Katie Morgan September
MLB: Texas Rangers Wade Graf February
MLS: FC Dallas Kris Katseanes October
MLS: Houston Dynamo Bryan Kraham April and November
NBA: Atlanta Hawks Corey Breton April
NBA: Atlanta Hawks Mitch Ried November
NBA: Charlotte Bobcats Chris Zeppenfeld June
NBA: Charlotte Bobcats Flavil Hampsten March
NBA: Cleveland Cavaliers Damion Chatmon December
NBA: Dallas Mavericks George Killebrew October
NBA: Dallas Mavericks Jeff Brown August
NBA: League Office (TEAMBO) Murray Cohn January and February
NBA: Orlando Magic Jamie Weinstein August
NBA: Phoenix Suns Bob Hamer March
NBA: Washington Wizards Jake Reynolds July
NBA:Philadelphia Sixers Charles Johnson February
NBDL: Texas Legends Bill Boyce January
NBDL: Texas Legends Drew Mitchell June
NFL: Denver Broncos Chris Faulkner April
NFL: Houston Texans Greg Grissom August
NFL: New York Jets Russell Scibetti November
NFL: Tampa Bay Buccaneers Ben Milsom March
NHL: Columbus Blue Jackets Drew Ribarchak May
NHL: Columbus Blue Jackets Jeff Eldersveld August
NHL: Dallas Stars Brad Alberts December
NHL: Dallas Stars Matt Bowman October
NHL: LA Kings (LA Galaxy) Kelly Cheeseman September
NHL: Los Angeles Kings/AEG Aaron LeValley April
NHL: New Jersey Devils Eric Kussin June
NHL: New Jersey Devils Krissy Keen (S3 ’09) November
NHL: Phoenix Coyotes Ken Troupe February
Racing: Feld Entertainment Ryan McSpadden July
University: ASU Rocky Harris April and December
University: Baylor Brian George July
University: IMG College Shane Hildreth May
University: Temple Todd Pollock (S3 ’06) December
Academy Sports + Outdoors Anita Sehgal February
American Airlines Dawn Turner May
AT&T Bill Moseley March
BAV Consulting Anne Rivers January and June
Chevrolet Steve Flynn July
Fathom Delivers Steve Kessen October
Fox Sports San Diego Wayne Guymon January and October
JGraydon Sports John Burnett
Leadership Freak Dan Rockwell Monthly
Legends Hospitality George Manias September
MediaLink Eric Fernandez July
Pizza Hut Lynda Carrier Metz November
Reliant Energy Tom Hughes September
The Marketing Arm Bill Glenn April and August
Website Alive Bryan Apgar (S3 ’08) May