Industry: Forging New Partnerships

NASSM and the Aspen Institute Announce Partnership

by: Dr. Brianna Newland, Chair, NASSM Marketing & Communications Committee

The new NASSM strategic plan calls for NASSM to build alliances and partnerships with Aspen1jpegother organizations that share similar foci and goals. One of the first to have been completed is a partnership with the Aspen Institute’s Sports and Society Program. You may recall, that Tom Farrey, who heads that program, was the keynote speaker at our recent conference in Denver. As a journalist, Mr. Farrey’s contributions as an ESPN reporter have been thought-provoking and innovative. His book, Game On, numerous articles, and work at the Aspen Institute have explored sport and societal issues and have been used by universities and organizations alike to shape strategy around issues facing sport, especially youth sport. As such, Mr. Farrey founded the Aspen Institute’s Sport and Society program to assemble the industry’s top thought leaders to shape future policy around sport.

The mission of the Aspen Institute’s Sports and Society Program is to “convene leaders, foster dialogue, and inspire solutions that help sport serve the public interest, with a focus on the development of healthy children and communities.” An aim of the program is to provide a venue for thought leaders to explore strategies on a range of issues. One such issue is the state of youth sport. In 2013, the program launched Project Play, a multi-year and stage initiative to develop sport for all and inspire lifetime play for our community’s children. Several key leaders have participated in events and a series of roundtables led to the January 2015 publication entitled, Sport for All, Play for Life: A Playbook to Get Every Kid in the Game 

On January 25, the Aspen Institute will kick off a new quarterly “Future of Sports Conversation Series.” The first in the series is the “Future of Football: Reimagining the Game’s Pipeline.” Speakers in this discussion include Chris Borland, former San Francisco 49er linebacker, and Dr. Robert Cantu, co-founder of the CTE Center at Boston University, among others. For more details and to RSVP, click here.

NASSM and the Aspen Institute have agreed to find ways to work together and to promote each other’s work.  Both parties expect this relationship to be of substantial benefit not merely to NASSM, but also to the development of the sport industry. As Dr. Laurence Chalip, NASSM President recently noted, “Project Play has become the most significant policy initiative for sport development that the United States has seen in many years. It demonstrates the leadership that the Aspen Institute and its Sports & Society Program have taken in our field. The partnership we have formed will be good for NASSM, good for our members, and very good for sport.”

Industry: Engaging with Leaders

The value of engaging in conversations with Twin Cities sport industry leaders

by Dr. Lisa Kihl, University of Minnesota

On November 8, the University of Minnesota’s Sport management program and the Athletics Department and the Minnesota Twins Baseball club co-hosted a panel discussion with Minneapolis & St Paul (Twin Cities) sport leaders. The panel was titled “Challenges and Future Landscape of the Twin Cities Sports Industry”. The panelists included Mark Coyle, University of Minnesota Director of Athletics, Bryan Donaldson, Senior Director of Community Relations for the Minnesota Twins, Dannon Hulskotter, Vice President of Marketing and Fan Engagement for the Minnesota Vikings, and Ryan Tanke, Chief Revenue Officer for the Minnesota Timberwolves and Lynx.  The event was moderated by Dave Mona, a local sports media personality. Professor Brian Mills from the University of Florida gave a summary of key discussant’s themes and potential research opportunities.

 Objective & Rationale

The main reason for hosting leaders from different Twin Cities sport organizations was to learn about the challenges they encounter in this respective sport market, forecast opportunities, and explore potential research collaborations to address specific areas of concern.

 

Picture1
Credit: Lisa Kihl, University of MN

A secondary aim was to enhance student awareness of the challenges facing the Twin Cities sport industry and participate in discussions that would better prepare them for the workforce.

 

 The impetus for bringing to together these sport leaders onto our campus was the result of two conversations. First, in the previous spring semester, Bryan Donaldson was serving as a guest speaker in my senior capstone sport management courses. He shared that in order to have a sustainable and successful career in the sport industry, leaders need to understand the challenges in this landscape and forecast opportunities for growth. Second, simultaneously in my doctoral seminar class, we were discussing how we could make our research relevant to the sport industry and fulfill the University’s mission of generating knowledge, by conducting high-quality research that benefited the Minnesota sport community. An aspect of relevancy is forecasting or engaging in prescience where we theorize or conduct research that helps predict the long turn nature of the sport industry. In particular, making conjectures of what the Twin Cities sport market would look like in 5 or 10 years. As a result of these classroom discussions, the need to engage in dialogue with Minnesota sport leaders to better understand what I would characterize as a unique and dynamic Twin Cities sport market was evident.

Picture2
Credit: Lisa Kihl, University of MN

Key Takeaways

Whilst the vibrant Twin Cities sport industry is exciting for fans and arguably good for area development, we learned from the panelists that it brings certain challenges for sport leaders. The panelist shared their different strategies to successfully navigate the perceived “saturated” Twin Cities sports market. First, in terms of globalization, some teams push beyond the Twin Cities area into global markets to increase market size and attract fans. Second, the panelists discussed how the local region has experienced new competitors (Major League Soccer and Women’s National Basketball Association) and the importance of understanding how this competition occurs, the available purchasing choices for fans, and what makes the Twin Cities unique in this respect.  Third, the use of analytics and how it is integrated into sales and increasing attendance was a key area for teams. Gaining access to data was identified as an opportunity for research synergies to assist teams on how to strategically use the fan and/or purchasing data they collect. Additionally, balancing the needs of Millennials, Generation Z, and long-term season ticket holders in gaining and maintaining fan loyalty was a challenge for organizations. Last, they discussed the importance of sport and what their organization does to be a good citizen of the local community. Determining the best way to integrate socially responsible initiatives into the community and evaluating their effectiveness was deemed important. Finally, each panelist agreed that given changing technology they were uncertain of what the sport market would like five years from now.

 

UM
Credit: University of MN Sport Management

Overall, it was an honor to partner with the University of Minnesota’s Department of athletics and the Minnesota Twins organizations. Engaging students and faculty in a conversation with Twin Cities sport leaders was the first step in creating an ongoing dialogue about how the academy can better serve the local sport industry. Individuals may watch the full panel discussion here.

 

From the Classroom to the Super Bowl Experience: Placement with a Purpose

By Bennett Merriman
Co-Founder, Event Workforce Group

My name is Bennett Merriman and I am a Deakin University, Sport Management graduate (2008). As a Sport Management alumni, I am writing to share my experiences on what it has been like starting a business in the sports industry since a left my final lecture 9 years ago. Similar to many students graduating from a sports degree, I was always most interested in working with an elite team or becoming a player manager. Upon sitting through multiple job interviews and realising my industry experience was far short of what employers were looking for, myself and my business partner Shannan Gove, set up Event Workforce to help current students and graduates overcome that ‘experience deficit’ hurdle upon graduation. This issue of ‘job readiness’ among sports graduates is still prominent today.

download

Event Workforce Group is ‘placement with a purpose.’ For over 6 years, our team at Event Workforce Group have provided casual event and sport industry opportunities to motivated sport management students around Australia. After attending the 2017 NASSM conference I am excited by the opportunity to replicate this model to students in the USA.

Since placing our fellow Sport Management students at EWG’s first event, the 2011 Melbourne Marathon, our student database has now grown to over 25,000 students working in a range of casual work experience opportunities weekly. We are proud that over 90 of these students have now followed our pathway into full time industry work.

As we have grown, the support we have been shown by academics within the field has been fantastic. We have been welcomed into lectures to speak and have been supported by lecturers preaching our message to student’s year around.

From the University perspective, Event Workforce Group is the perfect partner. Our approach means we can work closely with careers departments and faculties to offer work placements to students within the internship program and also outside of it. In Australia alone, we have contributed over 30,000 work experience hours to students, with 90% of these hours being paid. Our involvement does not stop there. On many occasions we have coordinated class groups to volunteer at events, complete post event assessment items and earn credit from the work they have completed.

As we continue to work closer with Sport Management faculties, we have realised a number of important factors.

  1. The current administrative time spent tracking student hours, paperwork and evidence of work experience is cumbersome and time consuming.
  2. Universities find it hard to seek out meaningful work placement opportunities for all students, particularly those with larger student cohorts or studying specific event management subjects.
  3. Theory based learning can only go so far in the current job climate, students who graduate with extensive work experience significantly better their employment prospects.

How can your students get involved?

Over the coming 6 months, Event Workforce Group are set to announce a range of exciting events in the USA including opportunities for students to work at the 2018 Super Bowl Experience in Minneapolis. We are currently reaching out to Sport Management programs nationwide who may have students interested in self-funding their travel to Minneapolis for these opportunities. All roles will be paid hourly and preference will be given to students who can complete a minimum three shifts. Positions will include customer service, activation/promotional staffing and game-day attendants within the stadium precinct. All require highly energetic, motivated individuals.

Event workforce 2

While these opportunities are not 100% confirmed due to current negotiations, we are interested in building the network should the exciting opportunities come to fruition. Please email Bennett Merriman to begin the conversation.

Further information can be found at Event Workforce Group. We are very excited about building a relationship with Universities looking to broaden the work opportunities available to their students.