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INDUSTRY SEGMENT PRESENTATION GUIDELINES
APSM 4373 – Sport Management Practicum
Southern Methodist University
Annette Caldwell Simmons School of Education & Human Development
Department of Applied Physiology and Wellness
Each student, dressed in professional business attire and presenting in front of a business-professional background, will present a professionally produced, 8-minute, oral, PowerPoint-supported presentation on the sports industry segment they are considering for their internship, as a profession, or their job type. Students must also email Professor Carton a copy of their presentation as well as upload their presentation via Canvas. Note: for non-attendance at an Industry Segment Presentation a student will receive a 15 point reduction.
Step 1
Based off of your interest, knowledge, and aspirations to date, select a segment of the sports industry that interests you for a possible internship and/or career
Step 2
Research your industry segment. This research must include current issues, events, and trends within your industry segment
Step 3
Find one (1) recent or updated organizational chart from a company in your industry segment. These charts may be difficult to find, however, when you are conducting your informational interview(s) this might be an ideal time to ask for one. If you are unable to secure one then you must create one.
Step 4
Conduct a minimum of three (3) informational interviews with individuals currently working in your industry segment and weave what you learned from each of them (ie, the take-aways) into you ISP presentation. These individuals cannot work at SMU.
For example, take-aways might provide answers to the following types of questions:
1. Education of this individual and/or requirement for position?
2. What tasks is this person or someone in a similar role responsible for?
3. What skills does this person or someone in a similar role possess?
4. What are the required experiences or typical career paths in order to achieve this position?
5. Are there commonalities between the professionals I chose in terms of work experience, skills, etc.
Step 5
Collect recent job announcements/descriptions for jobs within your industry segment from a variety of sources such as Teamwork Online and other sports job/internship search portals.
Step 6
Prepare your vision of what the industry segment will look like in 5 years and how you will fit into it. Make sure to address how your industry segment has/will change as a result of the COVID-19 pandemic
Step 7
Prepare a 8-minute PowerPoint presentation for the class. Your presentation must include the following:
1.) 1 minute – review of relevant information about yourself and your foundation, interests, skills, passion, etc. and introduction of your chosen sports industry segment
2.) 2 minutes – review of industry issues, developments, and trends
3.) 1 minute – review of organizational chart and job announcements
4.) 3 minutes – take-away’s from informational interviews
5.) 1 minute – vision of the industry in 5 years
Sport Industry Segment Presentation
Student Name
My Roadmap
Foundations:
Personal Attributes: Organized, Self-Motivated, Great Team and Individual Worker, Compiling Data, Strong Verbal Communicator
Top Fiver Career Interests
Front Office Operations
Sports Economic
Social Media Marketing
Data & Analytics Department
Player Representation
Working in Sports
Problem Solving
Creating New Experiences
Current Issues & Trends
Corporate Sponsorship
Trend: Brand Activism
Consumers want brands to stand for something significant
Issue: Physical signage is becoming less and less significant
Meredith Starkey, V.P. of Sponsorships at T-Mobile, says organizations need to evaluate how much in-ballpark signage is necessary
Social Media Marketing
Trend: The increasing popularity of influencers in marketing
Consumers would rather associate with a specific individual than a brand
Issue: Lack of skilled and experienced employees
43% of marketers sited lack of skill and experience as biggest issue (Sprout Social)
Sports Agency
Trend: Agencies creating content for their clients
Octagon has begun to create a draft series for their NHL clients
Issue: Increased athlete involvement
Players want more of a say in negotiation and personal marketing (Player empowerment)
Organizational Chart: Football Club
Melissa Jannetta
Job Opening: Social Media Marketing
Oklahoma City Thunder: Social Media Intern
Requirements…
Enrolled in college with a junior or senior level standing
Pursuing a degree in marketing or communications
Preferred bilingual candidates (specifically Mandarin or Chinese)
Proficient in Microsoft Excel & Word
Job Opening: Sports Agent
XFL: Player Representatives
Requirements…
Looking for associate seniority level
Full-Time agents
Also requires a submission of players and coaches you believe the XFL should consider
League kicks off in 2020
Maddy Stover: Former Social Media Coordinator, Reeves International, Inc.
Education: Southern Methodist University – Cox School Of Business; Bachelor of Business Administration, Marketing
Student-athlete for the SMU Equestrian team
Member of the Delta Gamma Sorority
Started: PR Intern for Jennifer Wood Media
Currently: Senior Coordinator of Social Responsibility for Major League Soccer
Advice: Don’t be afraid to start small
One Interesting Thing: Learn other applications in your spare time, like Photoshop, Adobe Video Editor, Excel, etc.
Melissa Jannetta: Vice President of
Business Development, FC Dallas
Education: Michigan State University; Bachelor’s Degree in Marketing
Played women’s soccer for Michigan State University
MBA from Southern New Hampshire University
Started: Intern for Anheuser Busch (Sponsorship)
Currently: Vice President of Business Development for FC Dallas
Advice: Who you know is just as important as what you know
One Interesting Thing: Sales is important; in sports, you gotta be able to sell yourself
Andrew Guerra: Agent, Roc Nation Baseball
Education: Rice University/Saint Louis University; B.A. in Psychology
Student-Athlete: Baseball
University of Oregon: MBA in Marketing
Started: Recruiting Coordinator, MVP Sports
Currently: Agent, Roc Nation Baseball – Texas Region
Advice: “The agency business is cut throat… no one gives a [expletive] about you. You have to be a lone wolf and eat what you kill.â€
One Interesting Thing: The name on the front of the business card is more important than the name on the back
The Future of These Industries
For Sports Agents…
The Threat of Artificial Intelligence
Could see shift of agents’ focus to athlete marketing and branding (iABM)
For Social Media Marketing…
Exclusive Content for Social Media
Live Content ïƒ Fans interact in real time… at the game
For Corporate Sponsorship…
Less Physical, More Digital ïƒ Sponsorship agreements will focus less on in stadium signage and more digital and interpersonal activation (We Are Social UK)
Industry Segment Presentation:
Sports Marketing & Sales
Student Name
Personal Background
Personal
Born and raised in San Diego, CA
Senior majoring in marketing, minoring in both sports management and advertising
Played all sorts of sports growing up
Competitive Soccer for 12 years
Softball
Basketball
Flag Football
Work Experiences
FOX Sports San Diego ïƒ Marketing Intern Summer 2016
SMU Athletics ïƒ Marketing Intern Nov 2016-17
Limelight Communications ïƒ Marketing/PR Intern in Dublin, Ireland Summer 2017
Red Bull
Wings Team ïƒ 2015-2017
Student Brand Manager ïƒ 2017-Present
US Olympic Committee
2
Industry Issues, Developments, & Trends
Issues
Need to Differentiate
Break through Clutter
Memorable
Ambush Marketing
Ethics
Ethical management of management, coaches, players, and fans
Developments
Digital Marketing
Internet and digital platforms
Virtual Reality Experience
Associate with Social Cause
Trends
Targeting Female Audiences
Globalization
NFL games abroad
 Research your industry segment. This research must include current issues, events, and trends within your industry segmentÂ
3
Nike Organizational Chart
Find one (1) recent or updated organizational chart from a company in your industry segment. These charts may be difficult to find, however, when you are conducting your informational interview(s) this might be an ideal time to ask for oneÂ
4
Overview of Informational Interviews
Research the career tracks for three (3) successful professionals in your industry segment. These career tracks may also be the same as your three (3) informational interviewsÂ
5
Chris Humbard – Red Bull Sports Marketing Specialist
Education
BBA in Marketing at University of New Mexico
Previous Work Experiences
Marketing Coordinator – IDNTY Marketing
Independent Contractor – Red Bull
Field Marketing Rep N. Texas Oklahoma – Oakley Inc.
Field Marketing Specialist – Red Bull
Tasks
The Sports Marketing Specialist supports the development and execution of regional sports focused marketing initiatives. Through events, athletes, and influencers, the SMS builds local and regional brand affinity while paying into Red Bull’s global strategies.
Required Skills
Entrepreneurial, Self-Starter, Organized, Creative
Advice
Take chances on ideas ïƒ Be passionate and confident in ideas you present
You must become a brand yourself and let your quality of work be known
Constantly learn and keep up with emerging scenes
6
Gail Tucker – Chicago White Sox Sr Director, Corporate Partnership Activation
Education
BBA in Marketing at Valparaiso University
Previous Work Experiences (All Chicago White Sox)
Intern in the Operations Department
Marketing Department as Assistant to the Director of Marketing and Broadcasting
Sales Support/Corporate Sales Executive
Manager, Corporate Partnerships
Director, Corporate Partnership Activation
Tasks
Pre-sale research, proposals and vetting of new inventory. Then responsible for contract building and fulfillment of all deliverables (i.e. tickets, signs, print, logo use, retail promotions & sweepstakes)
Account management, activation, and contract fulfillment with corporate sponsors
Strategic direction and budgeting
Retention of partners
Required Skills
Multi Tasking, Flexible, Listen to clients and match their needs with offerings
Advice
Try everything, take any opportunity to get experience
Do what you are given well and with gusto
7
Lindsay Amstutz – SVP/General Manager of FOX Sports West & SD
Education
BA Communications & MA Political Science at Stanford University
JD at Georgetown University Law
Previous Work Experiences
Manager of Promotions and Community Outreach – Santa Clara University Athletics
Law Clerk – US Olympic Committee
Office of Government Relations Intern – NCAA
Director of WNBA Team Business Development – NBA
VP and Chief Marketing Officer – LA Sparks
FOX Sports West/SD/Prime Ticket: Director of Marketing and On Air Promotions, VP of Regional Marketing, Assistant General Manager
Tasks
Oversees FOX Sports West, Prime Ticket, and FOX Sports San Diego
Growth of region and outreach
Directs everything from marketing to sponsorship to sales to operations
Required Skills
Drive for Success, Willing to Learn, Ability to Adapt, Creative, Team Player
Advice
It’s competitive, so as much experience as you can get – volunteering even – is going to help a ton. The more people you meet while you’re working their events, and your ability to build sincere professional relationships with them, is going to take you the furthest.Â
Do what you love.
8
Job Announcements – Teamworkonline.com
Professional
Amateur
Collegiate
 Collect recent job announcements/descriptions for jobs within your industry segmentÂ
Everything from entry positions to VP
9
Vision of the Industry
New Media Formats
Further Social Media Efforts
Engage
Experience Based
Not Selling a Product
Interactive
QR Codes
Instant Gratification
Personalization
Organizations and Fans
Improve Loyalty
Globalization
Playing Games Abroad
Potential Fanbase Oversees
Europe and China ïƒ Huge Opportunity
“We talked about how to go more global. Before, from a technology standpoint you marketed only to people within 40 or 50 miles of your arena. Now, I’m not only thinking about people in Northeast Ohio; I’m thinking about people in China. Before, that wasn’t even a mindset—it wasn’t efficient or practical to get to those people.†– Brad Sims, Senior Vice President and Chief Revenue Officer, Cleveland Cavaliers
Prepare your vision of what the industry segment will look like in 5 and 10 yearsÂ
10
Thank you!
