Photos by Ralph Freso
Scoreboards in stadiums and arenas can tell you who’s winning a game, but they don’t keep score when it comes to the business side of the sports world.
Tami Nealyvice president of communications for the International Sports Science Association who teaches at Grand Canyon Universityasked students to look beyond the dashboard.
“Watch SportsCenter with a notepad and don’t look for scores,” said Nealy, who suggested students not restrict their ambitions and just think about working for a team; there is a whole world of business to consider. “Look at what’s happening in the arena. Start noting the marks you see. These brands activate sport.
Students didn’t have to look far to understand Nealy’s point of view. Sitting next to her on the stage in the Colangelo College of Business lobby was Jeffrey LackMarketing Director of Discount Tire.
Lack participated in the panel discussion “Beyond the Sidelines: Unlocking Nontraditional Career Paths in Sports,” and he and Nealy provided insights into the sports and sports entertainment market and discussed prepared for jobs in these sectors.
Discount Tire’s sports sponsorship deals are with Team Penske, one of the most successful auto racing companies, as well as Major League Soccer.
Lack leads all facets of marketing for Discount Tire, including its sports sponsorships with Team Penske auto racing and Major League Soccer.
Discount Tire enters its 16th year as a partner of Team Penske, which has won 47 national motorsports championships, including three consecutive NASCAR Cup Series championships (2022-24).
Lack said the sponsorship with Major League Soccer “fits perfectly with our brand in terms of the values that the organization embodies,” adding that the sport’s popularity is on the rise.
So how can an interested candidate impress Lack, a sports organization, or a team-related company?
It’s essential to arrive on time and dress appropriately for an interview, he said. “You can’t show up disheveled.”
It’s also imperative to be prepared, and Lack took it a step further.
“You have to come in having thought about what you would like to learn during this process that day,” he said. “And it’s important that you have questions for today. Ask questions at the table. Show interest.”
Nealy and Lack acknowledge that interviews are scary, but don’t get discouraged if potential employers don’t respond to phone calls or applications.
“Someone will (call),” Lack said. “You just have to knock on enough doors.”
Nealy shared a story in which she reached out to Lack without previously knowing him, and Lack responded with a free dinner and a lot of wisdom.
A willingness to work will separate you from those who place limits on their schedules, Lack said.
“You have to be prepared to work,” he added, saying that showing up to an interview with a list of demands is probably not the best tactic.
Once hired, you may find yourself working and thinking more independently, allowing you to have authentic opinions about what you want to do, who you want to be, and how you want to present yourself.
The greatest gift, Lack said, is calling your parents after you get your first job to thank them for their support along the way.
“It would be really great if you said, ‘Mom…I’m an adult now and I’d really like to pay for myself,'” Lack said. “They will be happy that you are finding your own way.”
Nealy pointed to Colangelo’s code of ethics written on a wall at the college that emphasizes integrity, honesty, respect and responsibility.
She also noticed during a recent visit how Discount Tire displays its integrity statement. Nealy emphasized that the company provides some services for free, promotes within the company and finds ways to maintain a strong culture.
“When something goes wrong in the store, people don’t get in trouble,” Lack said. “We identify the problem together, then you coach and train.”
The panel made a strong impression Mateo Maltasports management specialist and operations director of the Sports and Entertainment Business Club. He said he learned a lot about the need to always prepare for an interview.
And Destiny Duran-Wisesports management student and captain of the Lopes women’s soccer team, is ready to take Nealy’s advice and pay attention to more than just the scoreboards at games.
You get a sense of which companies have ties to different sports, said Duran-Wise, who served as assistant game operations at the Savannah Bananas.
Another important point for her: not to throw yourself into too much work, but to listen and be attentive to know how to handle certain situations and, ultimately, to remember your own code of ethics.
“The best thing you can do (for a job) is honesty.”
GCU News Senior Editor Mark Gonzales can be reached at (email protected)
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