Navigating Sports Business

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.

Tod Leiweke - CEO of the Seattle Kraken - is an accomplished sports executive with an impressive résumé and a compelling personal story. He has held leadership positions at the Seahawks, Sounders, Trail Blazers, Tampa Bay Sports & Entertainment, and the NFL. He is also a minority owner of the Seattle Sounders. This week's episode features a great conversation about Tod's path from being a child in St. Louis to becoming a sports industry leader. He and AJ also discuss the excitement and challenges of launching a new NHL team, and the vision that Tod has for the Kraken. Details 1:20 - Tod's background 7:15 - Overcoming adversity 12:30 - Tod's experience with the NFL 16:55 - Renovating Climate Pledge Arena 21:20 - The return of the Supersonics 24:00 - Launching the Kraken 35:45 - Rapid Fire Questions Tod's Book Recommendation Idea Man by Paul Allen

College athletics has experienced a turbulent period over the last 12 months. In that time, Steve Berkowitz - Sports Project Reporter for USA Today - has covered coaches' compensation, COVID-19, NIL, and more. He brings his unique perspective on the sports industry to this week's episode of Navigating Sports Business. In this episode, Steve gives his outlook on the next few years of college sports, and how NIL fits into that equation. He and AJ also discuss journalism in the 21st century and the relationship between the speed and accuracy of reporting. Details 2:15 - Steve's Background 3:05 - Coaches' Compensation 8:05 - The impact of social media on journalism 10:55 - The future of the NCAA 30:30 - NIL 43:40 - Rapid Fire Questions