Sports Business Journal — June 13, 2022

JUNE 13-19, 2022
VOLUME 25 ISSUE 11 • $10.95

CHAMPIONS 2022

Shattering
the Glass

As the first female president of a
major U.S. team with the NBA’s
Washington Bullets at age 29,
Susan O’Malley changed sports.

PAGEs 18-25

The real winners and Survey: Participation Ty Votaw has some Closing Shot: The
remaining questions rates — and optimism worldly advice for his women cutting a path
from the Broncos sale in turf management
— continue to rise successors in golf
PAGE 6 PAGE 34
PAGE 13 PAGE 14

RECOGNIZING THE

NEW WAVE

OF LEADERS

NOMINATIONS FOR CELEBRATION
CLASS OF 2022 OF HONOREES

Open now until Sunday, Will be held on November 16th
August 7th at 11:59 PM ET. in NY at the Marquee Nightclub.

For more information and to nominate, visit www.sbjnewvoicesunder30.com

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SPORTS BUSINESS JOURNAL

STATE OF PLAY

“We wereMONEYTALKS

a rogue

wnaeti’roenn. No”to. w

— Horse owner ARTHUR HANCOCK III on the impact of the
Horseracing Safety and Integrity Act, which takes effect July 1

666,000RATINGSGAME What A Time To Be A LIV

Average number of viewers for the French Open quarterfinal After months of controversy, disruption and reports of staggering dollar amounts to lure
between Novak Djokovic and winner Rafael Nadal, the most top players, LIV Golf finally staged its first event last week, at a country club outside London.
ever for a match in the history of Tennis Channel Phil Mickelson, an early backer of the Saudi-funded super tour, signed on for a reported
$200 million and was joined by headliners such as Dustin Johnson with the expectation that
other stars would soon do the same. In response, the PGA Tour suspended 17 of its members
who joined the LIV tour, and said the punishment would apply to any who followed suit.

COMING ATTRACTIONS

Getty Images (3); Twitter (2) Apple Original Films won the bidding for a movie AS SCRIPTED
yet to be made in which Brad Pitt will star as a
Formula One racer who comes out of retirement. The Dodgers honored
Glenn Burke,
YOU’RE HIRED their former
RACHEL BAKER, formerly of Nike, as the first
general manager for Duke men’s basketball, a outfielder and
role in which she will oversee NIL opportunities, the first
among other responsibilities.
openly gay
former MLB
player, during
the team’s ninth
annual Pride night.

THE METER

OFF SCRIPT

Five Tampa Bay Rays
players refused
to wear
uniforms
with
rainbow
symbolism
as part of the
team’s Pride
night.

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M JUNE 13-19, 2022 | 3

FORUM

How I saw cheerless tone in the office after loss upon loss. And I learned SBJ
Susan O’Malley’s about organizational structure — I watched how Pollin was clear- PODCASTS
D.C. leadership ly the leader of the operation, but how O’Malley and the legendary
Wes Unseld were allies in setting the tone and culture. BUZZCAST
ABRAHAM I MET SUSAN O’MALLEY in 1993, when I began my
career in sports by interning for the Washing- The product on the court was, at times, dreadful. I got there Check out Buzzcast
MADKOUR ton Bullets. O’Malley was a couple of years into when the team was believing there was some promise after draft- in Sports Business Journal’s
her role as team president and astonishingly only ing Calbert Cheaney to join a talented nucleus of Tom Gug- Morning Buzz, our podcast
PUBLISHER in her early 30s. I worked for then-general manager liotta, Kevin Duckworth and Rex Chapman. Then the team
AND John Nash, spending afternoons sitting in a small instantly got more interesting in 1994 when it drafted Juwan that looks at the top sports
EXECUTIVE room and logging in game tape of college prospects Howard and traded for Chris Webber. Landover suddenly be- business stories of the day.
EDITOR and where I’d watch O’Malley walk the office floor came a hot ticket, and O’Malley was in the middle of it all. She
of the team’s nondescript Landover, Md., headquar- was among the most interesting — and polarizing — leaders in The entire contents
ters. She always walked with determination, and the D.C. sports scene. She was credited with creating a new en- of this magazine are
from my vantage point, was an intimidating figure ergy and outlandish promotional and marketing approach for copyrighted by Street &
from whom I kept a safe distance. O’Malley was the organization. She worked a room with confidence and was Smith’s Sports Business
clearly in charge, whether small talking with staff a relentless public cheerleader and a constant promoter of the Journal 2022 with all rights
or pacing with colleagues from meeting to meeting. brands. She was always selling. Within the office, she leaned on reserved. Street & Smith’s
On game nights, as I worked on the scorer’s table a very talented staff. If you look at the group of young execs who is a registered trademark
alongside the legendary Marty Aronoff, I would were at that organization, you’ll see many who remain in the of Leaders Group Holdings
watch O’Malley stride confidently through US Air- business today. She also had strong support from a close inner LLC. Reproduction or use,
ways Arena, the grim facility 20 years out from when circle of longtime executives in PR, community affairs and cor- without permission, of
owner Abe Pollin opened it in 1973, in Prince porate sales that helped her execute her agenda. editorial or graphic content
George’s County, Md., about 14 miles from the U.S. in any manner is prohibited.
capital. O’Malley would banter with fans, staff and But she also faced consistent criticism in D.C. and had to over- Street & Smith’s Sports
media, and check in with Pollin and his wife, Irene, come doubters. There were questions about the veracity of the Business Journal (ISSN-
who sat about 10 rows up across from the scorer’s team’s attendance figures, criticism of the marketing strategy of 1098-5972) publishes up
table in the first two seats on the aisle. selling opposing teams and even her demanding management to 49 print or digital issues
style, as she was known to clock-watch staff arriving to work on each year, for $325 a year
I loved those days of a mom-and-pop environment time. I never grew close to O’Malley when I was there, but re- by Street & Smith’s Sports
and approach to team ownership and operation. It spected her ability to always be moving forward; she never seemed Business Journal, at 120
was not a very sexy business at the time, but I learned to waver and was indefatigable. While distant to some, I saw a West Morehead Street, Suite
the basics of a sports organization — which depart- disarming, modest charm in the way she handled herself. She 310, Charlotte, NC 28202.
ment did what, how game nights came together, the always took on more responsibility, from the challenging con- In Canada $390 per year,
solidation of the Capitals, Bullets and arena staff to working with includes GST and all other
Pollin to open the MCI Center in 1996 in downtown D.C. She was countries $504, includes
a driving force in bringing the teams into D.C. and handling the a one-year subscription
arena’s naming rights. She doesn’t get enough credit for a move and expedited air delivery
that was seamless and celebrated. I left Washington, D.C., just (GST#139794580).
before the team’s move downtown, and just when Michael Jordan Periodicals postage paid at
was calling the young Bullets the team of the future. But that’s Charlotte, NC, and additional
not how the story played out, and O’Malley experienced very mailing offices. Street &
little postseason success. Smith’s Sports Business
Journal is a publication of
There’s all that and more to glean from Bill King’s richly detailed Leaders Group Holdings
Champions profile of O’Malley. The highly visible role that she LLC. Street & Smith’s Sports
occupied at the ridiculously young age of 29; the 17 years of leader- Business Journal is an equal
ship while performing under great pressure as the first woman to opportunity employer.
hold the role of a sports team president; and her exit — gently and
quickly out of the public view — at the age of 46, before quietly POSTMASTER: Please
shifting into academia. When you dig into her story, you understand send address changes
how she was ahead of her time in charting new trails in sports to Street & Smith’s
leadership. As her longtime colleague Matt Williams shared with Sports Business Journal —
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men. She had to work so hard just to make sure that people took P.O. Box 36637,
her seriously. She always used to say, ‘I just don’t want to screw it Charlotte, NC 28236-6637.
up for the next one.’ And she meant that. She had this internal If the Post Office alerts
pressure on herself to be the role model that she became.” us that your magazine is
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THIS WEEK

OPINION. . . . . . . . . . 32 MOTORSPORTS ESPORTS MARKETING MEDIA LABOR
CAREERS.. . . . . . . . . 33
CLOSING SHOT. . . . 34 8 B ACK ON THE 9 NEXT TARGET 10 T HE LEFTON 11 G ATHERING 12 DRAFT
(SHORT) TRACK REPORT INFORMATION ANTICIPATION
Cover image by Eric Glenn EA founder and former
SRX returns for its CEO Trip Hawkins says The road the Atlantic As NBPA president, CJ A special NBA Draft night
second year with new his old company could League took to build McCollum is aiming for has Wallace Prather III
drivers and plans for a be next on the list of a better baseball was balance in media access repping Jabari Smith II,
crisper broadcast. acquistions in esports. complex and successful. to NBA locker rooms. the son of a childhood pal.

By Adam Stern By Kevin Hitt By Terry Lefton By John Ourand By Liz Mullen

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upfront

The $4.65 billion
price tag for the
Denver Broncos is the
highest ever paid for a
professional sports team.

Time To Pony Up submitted on June 6, sources said.
The price paid by Walton, the Walmart heir with an estimated
The Broncos sell for a record price, and the process suggests
net worth north of $60 billion, not only doubles the previous
the NFL’s ownership changes worked. BY CHRIS SMITH AND BEN FISCHER NFL record, it is also more than $2 billion higher than the previ-
I ous record for a U.S. team (Steve Cohen’s $2.4 billion purchase
N 2018, David Tepper bought the Carolina Panthers for of the New York Mets in 2020) and in fact is the highest ever for
$2.275 billion. It was a new NFL record for a team sale, a sports team anywhere in the world.
but was widely seen as a disappointment, falling far short
“This deal validates that the NFL’s approach has been correct,
of the $3 billion some insiders expected. It also raised a and can continue into the future without any mitigation of team
values or strong potential owners,” said longtime sports consul-
critical question inside the league: Were the rapidly rising club tant Marc Ganis, a confidante to Commissioner Roger Goodell
and several key owners. “Not just because it was sold to the
valuations and the league’s conservative ownership rules work- Waltons, but because there were [other] highly qualified groups
— bidders within the NFL rules and processes — that could have
ing to limit the market of possible bidders? purchased the team at a record-breaking number.”

Owners and the league considered revolutionary changes for In fact, the value may have climbed even higher if not for
Walton’s immense wealth, which likely scared off some potential
new buyers — like increasing the number of allowable limited bidders and prevented a more prolonged auction. Two runner-up
bids for the Broncos came in above $4.25 billion, said one source
partners and letting controlling owners hold less equity person- familiar with the bidding. There was speculation that some
runners-up were prepared to bid much higher, but they ulti-
ally. In the end, though, they settled for evolutionary changes, mately calculated that Walton would go higher still, in the process
setting an elevated price floor for the next NFL team to hit the
like raising the debt limit and relaxing cross-ownership rules block — which those bidders might be interested in.

while continuing to prohibit institutional investments. A lone transaction for a team in an appealing market is, for

When the Denver Broncos became the next NFL team on the

market, Rob Walton’s extraordinary wealth ended up being the Getty Images

deciding factor in a $4.65 billion purchase. Unlike with Tepper,

however, Walton had several viable competitors who could cred-

ibly keep his price high. His was one of four bids over $4 billion

6 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

now, but a single data point, but the MILE-HIGH TRANSACTIONS: NFL TEAM SALES THIS CENTURY
strong number and quality of bids is
evidence that the NFL’s minor adjust- 2018 2022
ments have thus far been sufficient Denver
to allow for continued growth. 2004 2008 2012 Carolina Broncos $4b
Baltimore Miami Jacksonville Panthers Rob Walton $3b
The first of those critical rule tweaks Dolphins David Tepper
came in October 2018, when NFL own- Ravens Stephen Jaguars $4.5b
ers voted to eliminate a restriction that Steven Bisciotti Ross Shahid Khan $2.275b
prohibited them from owning teams
from other sports in NFL markets, 2000 $600m* $770m
under a belief that it could cause com-
petition with fellow owners. That re- 2012
striction had created complications
for Los Angeles Rams owner Stan New York Jets $1.1b Cleveland Browns
Kroenke, who also owns the Denver
Nuggets and Colorado Avalanche, and Robert W. Johnson IV 2010 Jimmy and Dee Haslam $2b
was seen as a limiting factor during St. Louis Rams
the sale of the Panthers several months $635m $1b
earlier. In that auction, there were two
higher bidders than Tepper but those 2001 2005 Stan Kroenke 2014
groups had liquidity problems. The Atlanta Falcons Minnesota Buffalo Bills
ultimate sale price may have been Arthur Blank Vikings $750m Terry and
higher had members of the NBA own- Zygi Wilf Kim Pegula
ership ranks been able to bid. $545m $1b
$600m $1.4b
If not for the cross-ownership rule
change, Josh Harris, who owns the ’00 ’01 ’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 ’14 ’15 ’16 ’17 ’18 ’19 ’20 ’21 ’22
Philadelphia 76ers and New Jersey *Total price of multiple transactions
Devils, would have been precluded
from joining the Broncos auction. FOUR TAKEAWAYS

Another reason the NFL hasn’t had Why was the price so high? listed by Forbes as the NFL’s 10th expenses not controlled by the cap in
to make more radical changes — yet  In addition to only coming on the most valuable franchise. The majority Denver now look very different with
— is the infrequency of trades of con- market every few years, NFL teams of teams, then, wouldn’t likely match his $60 billion-plus largesse, poten-
trolling shares, giving executives and benefit from soaring media rights or exceed the $4.65 billion price. But tially including a new stadium, related
owners time to cultivate, educate and revenue and cost certainty in the the Rob Walton group, and the real estate developments, practice
encourage potential bidders. One way form of a long-term salary cap that runners-up, all priced the team at a far facilities, coach salaries and business
to maintain that is to make it easier virtually guarantees eight-figure (at higher multiple of revenue than prior side payroll positions.
for legacy families to hold onto their least) annual profits. Denver was NFL buyers, suggesting the market
clubs amid estate planning and suc- particularly desirable because of its sees a rosy future around the league. Will anyone else join the
cession issues. Now, the control owner strong national fan base and central ownership group?
of veteran families can own as little geography. One sports banker said What, if anything, can we expect  Insiders say former Broncos
as 1% of the team, lowering estate tax this supports the notion that sports from Rob Walton? quarterback Peyton Manning could
liabilities and making it easier to keep are “recession-proof.”  Walton has not spoken about his
them off the open market. plans, and the NFL’s hard salary join. He would be a popular,
What does this mean for the sale cap makes an owner’s personal dynamic face of the group,
Finally, the league has raised its debt price of future NFL teams? wealth more difficult to lever- but it could also hamstring
limits, providing liquidity relief to  Before Tuesday, the Broncos were age than in other sports. But his growing media
prospective team buyers required to business. — C.S. and B.F.
come up with a mountain of cash (in
the NFL, control buyers must own at many. It’s not like one of these things  Walmart heir Rob Walton
least 30% of team equity). Last summer, is coming on the market every six has an estimated net worth
the NFL doubled the maximum debt in months,” said Galatioto Sports Part-
team acquisitions from $500 million to ners President Sal Galatioto. “When north of $60 billion.
$1 billion, but that leverage cap is still you have one for sale, and you have
extremely conservative given the NFL’s four or five bidders, you have three SALE TIMELINE
strong cash flow and ‘A’ credit rating or four losers. Those losers are natu-
Getty Images last December from Fitch, which also ral buyers for you when the next team JULY 2014: Longtime owner the team will be sold. Brittany
gave the league a stable rating outlook. comes on the market.” Pat Bowlen transfers control of the Bowlen, the choice of the trustees,
Denver Broncos to a trust as he is fiercely opposed by Pat Bowlen’s
NFL team ownership remains a hot That theory could be put to the test battles Alzheimer’s. Joe Ellis, the two eldest children, Amie Klemmer
commodity because teams can count relatively soon in Seattle, where the team’s president and CEO, is and Beth Bowlen Wallace.
on huge cash flow thanks to the league’s estate of former owner Paul Allen, among the three people controlling JULY 2021: On the cusp of a
national media deals — the NFL last who died in 2018, is widely expected the team. trial, Klemmer and Bowlen Wallace
year secured a suite of rights agree- to eventually sell the Seahawks. Har- JUNE 13, 2019: Pat Bowlen drop a lawsuit challenging Pat
ments worth $10 billion annually — and ris, who bid on the Broncos, is report- dies. Disputes among the seven Bowlen’s will.
enterprise values that have far outpaced edly interested in getting into that Bowlen children in the five years FEBRUARY 2022: The
almost any other asset class. Several mix, and rumors abound in league since their father stepped away team is formally put up for sale.
bankers also indicated that, despite the circles that Amazon founder Jeff complicate succession planning. JUNE 7, 2022: A group led
high values, there remain enough Bezos is keeping a close eye on the DECEMBER 2019: Ellis says by Walmart heir Rob Walton buys
mega-wealthy individuals to support team in his corporate home town. that without unanimous agreement the team for a record $4.65 billion.
a competitive auction every few years. by the siblings on the path forward, — B.F.
Allen & Co. and Proskauer repre-
“The number of teams is fixed, and sented the Broncos. The buyers did not
the number of transactions aren’t that use a bank, but Hogan Lovells handled
the legal aspects of the deal.

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M JUNE 13-19, 2022 | 7

UPFRONT

SRX fine-tunes as it rolls into second season
SRX 2022 SCHEDULE
AMID AN INCREASINGLY CLUTTERED motorsports land- races and main event.
scape in America, Superstar Racing Experience kicks Date Track Location Hawk said ticket sales are brisk at every event, a
off its 2022 season this weekend looking to avoid a June 18 Pensacola, Fla.
sophomore slump. June 25 Five Flags Speedway critical component to the series not only for revenue,
South Boston, Va. but also to make the TV viewing experience feel
The property debuted last year with six short- July 2 South Boston special. Typical ticket prices range from $40 to $45.
track races in consecutive weeks all on CBS, with July 9 Speedway Stafford Springs,
July 15 Conn. “We have to prove that the first year wasn’t a
an average of 1.3 million viewers July 23 Stafford Motor fluke,” said Hawk, who took on the position this
per event. CBS and SRX’s backers Speedway Nashville year after investor Ray Evernham stepped back from
Pevely, Mo. an active role with SRX. “This is one freshman not
BY ADAM STERN had higher goals for the prop- Nashville Fairgrounds Hartford, Ohio planning to have a sophomore slump.”

erty when the project was found- I-55 Raceway The first race this weekend is at Five Flags Speed-
ed, but later said the viewership way in Pensacola, Fla., where organizers reported
average was satisfactory for the inaugural campaign Sharon Speedway selling out of camping spots more than a month in
given factors such as having to go up against Olym- advance. Some of the new drivers competing this
pic events that originally were supposed to take term potential of the property. year are NASCAR’s Ryan Newman and IndyCar’s
place in 2020. New SRX CEO Don Hawk says the goal is to do all Ryan Hunter-Reay. Returning drivers include NAS-
Still, the property brought some buzz and excite- CAR’s Hailie Deegan.
ment to the motorsports landscape and it’s seen as the little things right and hope that translates to
the reincarnation of the former International Race growth. He said CBS Sports has remained committed Meanwhile, ubiquitous motorsports sponsor Camp-
of Champions series, in that it’s bringing in drivers to the property, noting that he flew to Los Angeles ing World returns as title partner. Other potential
from several different types of disciplines for all-star this year on Super Bowl weekend to have an introduc- highlights to look forward to this season include
type events. tory chat with CBS Sports Chairman Sean McManus. NASCAR Cup Series driver Ryan Blaney doing a
But with Formula One’s sudden growth in Amer- one-off at his family’s Sharon Speedway in Ohio,
ica now dominating a lot of conversation about who SRX has added some new drivers this year and where he will race against, among others, his dad
is making gains in motorsports, SRX will have to brought back some fan favorites from last year, and and former NASCAR driver Dave Blaney. BodyAr-
show in 2022 that it’s still capable of generating strong Hawk says the property and CBS have created some mor, which sponsors Blaney in NASCAR, will be
viewership as backers look to figure out the long- format changes that will be revealed soon. He sug- the primary sponsor of Blaney’s SRX car.
gested that one of them will be to tighten up the
broadcast to lessen dead time between the qualifying

Founder E.J. London, large institutional investor that could help acceler-
Johnston Ontario; ate 3ICE’s expansion plans, which include the
said the Pittsburgh; introduction of a European competition and a Little
league is in Quebec City; League World Series-style youth event. While he
discussions and Nashville. was initially eyeing Year 3 as the earliest the
with an company could introduce one of those brand
institutional Each tour extensions, he believes the unnamed investor’s
investor that stop will include potential buy-in could push that forward a year.
could speed a self-contained
the venture’s tournament with The biggest line item for the league in Year 1 is
expansion points that $2.2 million in total prize money for participating
plans. players, who can earn up to a maximum of $160,000
over nine weekends based on their team’s perfor-
count toward mance. There are also goal-of-the-night bonuses
and payments for year-end awards. The perfor-
the overall mance-based payment structure, which Johnston
said is based on the PGA Tour, ensures players have
season stand- incentives to go all-out every weekend.

ings. The last stop in Las Vegas, About 35% of 3ICE players for the inaugural
season have played in the NHL, with 11-year veteran
starting Aug. 20, will feature the Ryan Malone the biggest name of the bunch.
Popular hockey YouTuber Pavel Barber, known for
top four teams competing in the his stunning stick skills, is also making his profes-
sional hockey debut in the league.
semifinals, consolation match
Despite the lack of household names, Johnston
and final. believes the 3-on-3 format will allow skilled players
who don’t necessarily have the size and strength to
Games will air on CBS Sports excel in the NHL to emerge as highlight reel stars on
social media. He called 3ICE “a phone-first media
Network, with the champion- company in the shape of a hockey league.”

ship airing on the CBS broad- “These guys are Ferraris and Maseratis zipping
around the ice, doing tic-tac-toe-style passing, track
Startup hockey league cast network. The league will meet hockey that will create a different style of star,”
also be shown on TSN and RDS Johnston said.
in Canada, and will be available
3ICE readies for debut on ESPN International in more The league is counting on the men behind the
than 180 countries. bench to serve as a draw for hockey fans as well. The
“We are already the second- teams are named for the coaches, and five of the six
are Hockey Hall of Famers — Guy Carbonneau, Grant
THE STANLEY CUP FINAL gets underway this week, biggest hockey league on the planet from a Fuhr, Joe Mullen, Larry Murphy and Bryan Trottier
— while the other is 400-goal scorer John LeClair.
but as the NHL season winds down, a startup league television footprint standpoint,” said founder and

with a unique twist is set to take the ice for the first CEO E.J. Johnston.

time this weekend in Las Vegas. On top of an initial friends-and-family

3ICE, a 3-on-3 hockey league, will BY ALEX SILVERMAN funding round in the low seven figures,

debut on Saturday and run for nine 3ICE raised a larger seven-figure Series A

weekends this summer, beginning and funding round led by Chicago-based KB

ending at Orleans Arena in Las Vegas. Like the Big 3 Partners, whose sports investments include

basketball league and Premier Lacrosse League, all measurement software company MVP, fantasy

six 3ICE teams will travel to a different city each motorsports platform GridRival, social platform

weekend. The inaugural season includes stops, in PickUp and several betting technology companies. 3ICE

order, in Denver; Grand Rapids, Mich.; Hershey, Pa.; Johnston said the league is in discussions with a

8 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

left: With high-profile
titles built around the
likes of Star Wars and the
NFL, EA could find itself
in the crosshairs of a
potential acquisition.
below: EA founder Trip
Hawkins says Amazon
and Apple lead his list
of top-tier suitors, but he
sees potential dark horse
candidates emerging as
well.

Hawkins: EA fits gaming’s
acquisition landscape

IN A WORLD where the entertainment and potential acquisition targets are NFL, FIFA, The Sims, Apex Legends,
approaching and interacting with it. and Star Wars? Even with EA and
industry looks to create and diversify FIFA going their separate ways due
Hawkins said the metaverse “is to a licensing dispute, Hawkins main-
new content areas while heading into going to be an even better immersive tains there are still top-tier suitors.
experience and even better 3D graph- Some may be a natural fit; others may
the future of cloud streaming ser- ics with a stronger social benefit and be more surprising.
various other things. If you’re Micro-
vices, video game companies have soft and you’re acquiring Activision, On the top of Hawkins’ list is an them be aggressive. They’ll look at
and you’re getting brands like Call of obvious choice: Amazon, which has the gaming space and think, even if
become the acquisition targets of Duty and others, that’s going to help already made its way into the world we spend $100 billion on acquisitions,
you grow a business in esports, it’s of cloud gaming with Luna. It looks these are good operating businesses.”
choice. That, coupled with seemingly going to help you sell more triple-A like a natural fit, as the company has
games, and it’s basically establishing a strong backend (Amazon Web Ser- While Amazon and Apple certainly
being insulated from the a leading cloud-streaming ‘Netflix of vices) for bringing cash cows like make sense, Hawkins believes some
game services’ along with game en- Madden to cloud gaming beyond dark horse candidates may also be
effects of the COVID-19 gines and brands that are going to be Xbox’s xCloud tech. The other top looking into companies such as Elec-
important in the metaverse.” suitor, Hawkins said, is Apple. tronic Arts. That would include Pay-
pandemic, has Trip Pal, as EA’s microtransaction-heavy
For the past couple of years, “Apple doesn’t really believe they lineup would work well with a pay-
Hawkins, the founder Hawkins and those watching the space can keep growing its hardware rev- ments company.
have seen a frenzy of merger and ac- enue. It’s been a while since they’ve
BY KEVIN and first CEO of Elec- quisition moves, such as Microsoft’s invented a new class of hardware,” Hawkins is unabashed in his belief
tronic Arts, believing near-$70 billion acquisition of Ac- Hawkins said. “They [Apple] should that Electronic Arts is a high prior-
tivision Blizzard (still pending) and have gotten into the car business back ity target for more than a few compa-
HITT his former company $8.1 billion takeover of ZeniMax; when Tesla did, but they missed that nies: “The chess board will now
may be next. Take-Two’s absorption of Zynga ($17.7 one.” become a little more frenzied” with
billion); Tencent’s $8.6 billion stake fewer top-tier companies available.
And why not? Accord- in Supercell; and smaller deals from However, now Hawkins believes he
the likes of the Embracer Group and has seen a shift in the company, one And while aggressive buyers can
ing to game data firm Newzoo, in 2022 others. This doesn’t even count Mi- that it needs to make to find new areas afford to make bold moves, the game
crosoft’s string of acquisitions before of growth. industry has fewer targets like Elec-
the video game market will have over the pandemic. tronic Arts. A few factors may be hold-
“Apple has been agnostic about mak- ing back offers. Electronic Arts must
3 billion players and generate more POTENTIAL SUITORS ing lots of applications for most of solve problems such as getting ahead
their history,” said Hawkins. “And now of new platform waves in mobile, free-
than $203 billion in revenue. Esports BUT WHAT ABOUT Electronic Arts, suddenly it’s OK. Now they recognize to-play and social gaming, as well as
which has a market cap of $39.36 bil- that they must organize applications virtual economies and Web3 tech.
will be a $1 billion market. lion? Who could be in line to gobble and make a lot of money off applica-
up the company known for Madden tions, whether they’re Apple’s or But with EA being one of the last
“There are really two major themes somebody else’s. You’re going to see big pillars in the industry left stand-
ing (along with the likes of Ubisoft)
sparking consolidation and acquisi- after the recent acquisition rush,
someone with deep pockets is likely
tions,” Hawkins said. “One of them to come along soon.

Electronic Arts; San Francisco Business Journal is the concept of being the Netflix of

games. And what you have to remem-

ber about Netflix is that they made

Hollywood very jealous. The success

of Netflix and their ability to generate

a business that is now worth a couple

hundred billion dollars, and all they’re

really doing is essentially a new form

of distribution by cloud-streaming

films and TV shows.”

The other area Hawkins and big

companies are watching is the meta-

verse, especially with how competitors

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M JUNE 13-19, 2022 | 9

THE INSIDERS

MARKETING AND SPONSORSHIP Other minor leagues have already inquired about
participating in the next round of manufacturing.
Do-it-yourself baseballs help
Atlantic League save money, and The project was led by Atlantic League President
officials think they are better, too Rick White, uniquely combining the skills he ac-
quired over 11 years at MLB, where he was MLB
E LIMINATING THE MIDDLEMAN is one the oldest as good or better than anything ever used on its Properties president during the original sports
and most certain ways to cut costs. This is fields. Just as encouraging are the economics. Last licensing boom of the 1980s and 90s; president of
about a minor league which did just that, season, Atlantic baseballs from Rawlings cost the Phoenix Footwear and Imperial Headwear; and
GM of the non-Swoosh brands at Nike, which then
finding a way to manufacture its most integral and league just under $59 a dozen. The league produced included Cole Haan.

unfortunately, most expendable, product: baseballs. its own balls for 25% less, and there’s confidence “That knowledge of leather processing and man-
ufacturing surely helped us,” White said. Still, you
Rawlings, which has held MLB that it’s not only less expensive, but could call this whole experience “baseballs by
Zoom.” Because of the pandemic, no visits to the
baseball rights since 1977, has been a better ball. League officials insist factory were possible. Variables were as changeable
as a politician’s agenda.
making Atlantic League balls for as they meet or exceed specifications
Along the way, the cost of container shipping
long as the 24-year-old independent from any league, having tested the from China to the U.S. soared from $7,000 to $32,000.
White felt fortunate to eventually get them down
circuit has been around. balls in two pro leagues, and at two to $28,000. Another obstacle: Having just three base-
ball stitchers at the factory because of COVID;
Unless you’ve been on Mars since “nationally prominent” university normally, around 100 would be available. The usual
letters of credit wouldn’t be accepted because of
2020, you’ve heard about the distress laboratories before they were used. the pandemic. A substantial deposit was required
before manufacturing could begin.
and costs COVID catalyzed across Of course, that’s immaterial if it
“We were revising forecasts every two weeks,”
the supply chain. Many Asian fac- doesn’t pass muster of those throwing recalled White. “Everything you’ve seen and heard
about the difficulties of manufacturing and ship-
tories were closed, along with their the balls. ping during the pandemic, we endured.”

countries, and container shipping “If my pitchers are happy, I’m The Atlantic League had been considering mak-
ing its own balls as long ago as five years ago. White
prices hit record highs. Through BY TERRY LEFTON happy, and they are,” said 1987 World noted that during his seven years as president, the
that pandemical morass, the Atlan- Series MVP Frank Viola, now pitch- cost of a dozen baseballs has increased 40%. When
you go through 10 dozen balls a game, that’s con-
tic League started manufacturing ing coach of the Atlantic League’s cerning.

its own baseballs in China, eventu- High Point (N.C.) Rockers. “Feel and It took a year of “parsing and re-parsing” to get
a baseball properly specified. Manufacturing began
ally producing 108,000 balls, which it began using grip are everything for a pitcher, and the new ball last September and after rigorous QC during the
run, they were on container ships in mid-February.
this season. allows you to be successful as a pitcher right out
They reached Charleston on April 3, when vaga-
Even with labor costs escalating, the Atlantic of the paper. They are absolutely superior to the ries at the other side of the supply chain manifest-
ed. The boat loaded with baseballs was 49th in line
League managed to manufacture balls it says are balls we used last season.” at a port jammed, like so many. Rough weather closed
the port for around another week. Still, the league
had balls in time for its spring training. A second Courtesy of Atlantic League
shipment is on the water now.

The league christened its new ball “The Drake,”
after Ellis Drake, a 19th-century Massachusetts
inventor who helped develop the familiar two-piece
interlocking “figure 8” cover on the outside of a
baseball, which helped popularize the game.

There is a trademark pending, but there won’t
be a retail version. A popular rapper and a univer-
sity — each bearing that name — might object.

Even with the success of The Drake, there are no
plans to replicate it by manufacturing other equip-
ment. “We’re not getting into the bat and ball busi-
ness,” White said. “This was a way to save some
money and be forward thinking, which we all hope
will reflect well upon the Atlantic League. We are
still about the game principally, not the equipment.”

White handled plenty of test balls along the way,
but said the first time he held a genuine Drake
ball was when he threw out the ceremonial first
pitch of the season in High Point. He was never a
big memorabilia guy, but that’s a ball he plans on
keeping.

The Atlantic League made its own baseballs, naming them for Ellis Drake, who helped develop the original ball. Terry Lefton can be reached at t
[email protected].

1 0 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

CJ McCollum All about
said he’s eager adding
to find a solution subs for
that makes both streaming
players and services
reporters happy.
CONSUMPTION — which
SPORTS MEDIA essentially is a digital
term for TV ratings — is
Pelicans’ McCollum: NBA striving for not as important to
‘balance’ in reporter access to locker rooms streaming services as it
T HE BEST NEWS FOR REPORTERS looking to regain access is to TV networks.
to NBA locker rooms could be the player elected as have reporters in the actual room where players are dress- Rather, it’s the movies
president of the National Basketball Players Associa- ing,” he said. or TV series that
convince people to
Later, he said, “I’m not sure if we were designing a system subscribe to a specific
service that play as big
tion last summer. from scratch today, we would say come stand next to the a part in what deter-
mines success in the
While New Orleans Pelicans guard CJ McCol- players at their lockers as they’re dressing, streaming world.

lum said he is striving for a “balance,” it’s clear and that’s the appropriate forum to interview That’s the analysis
from Julia Alexander, a
that he understands the reasons why reporters them.” senior strategy analyst
from Parrot Analytics,
want a return of the access they had before McCollum said he supported closing the who discussed the
trend on Peter Kafka’s
leagues closed locker rooms to the press due to locker rooms because of COVID, but he’s eager podcast last month.

the COVID pandemic. to find a solution that makes both players and Alexander pointed to
the HBO Max series
That’s because McCollum, who last week joined reporters happy. “Our Flag Means
Death” as an example
the podcast I host with the New York Post’s An- “Relationships are important, and the only of a show streaming
executives find
drew Marchand, spent his college career cover- way to really kind of maintain certain relation- valuable.

ing Lehigh sports like a beat reporter. He ships is to have that locker room access,” he “That show got no
marketing attention,
graduated from Lehigh with a journalism major. BY JOHN OURAND said. “It is important from a journalism stand- and it had a weird
“I remember what it was like to try to get quotes point and a storytelling standpoint. The peer- release schedule,”
Alexander said. “The
after games covering Lehigh sports and inter- to-peer interview is just better, generally. Zoom thing about it is that the
show skyrocketed to
viewing a coach after a tough loss and interview- is great. We’re thankful for the adjustments the top of HBO Max’s
demand. It overtook
ing a coach after a tough win,” he said. “It’s all difficult. But that we’ve been able to make with it. But there’s nothing like ‘Euphoria’ … Those are
the types of titles that if
at the end of the day, we all have deadlines.” a press conference postgame. There’s nothing like the im- the demand increase is
really there, it trans-
McCollum said he covered virtually every sport at the school, mediate reactions that you can get live.” lates 95% of the time to
increase in subscriber
other than basketball and swimming, and even tried his hand McCollum went on to say that he’s hopeful to find “a happy acquisition.”

at video editing and camera work. “Trying to follow a field medium to be met where the players are still happy but the On the other side of
the coin, Kafka said he
hockey ball in a storm with the camera — all that is difficult,” journalists are still getting the information they need.” was talking to an HBO
Max executive who was
he said. upset with the perfor-
mance of “Winning
At this year’s NBA All-Star Game, Commissioner Adam John Ourand can be reached at jourand@sportsbusinessjour- Time,” the new drama
that chronicles the rise
Silver essentially said that locker rooms would remain closed nal.com. Follow him on Twitter @Ourand_SBJ and read his of the Lakers dynasty.

for the foreseeable future. “It’s a bit of an anachronism to weekly newsletter and listen to his weekly podcast. The executive told
Kafka, “We wanted it to
The Marchand and Ourand Sport Media Podcast Reader Feedback I received a lot of feedback on my profile of Endeavor’s be better. We thought
dynamic duo of Karen Brodkin and Hillary Mandel. I posted it would do really well.
JOHN WILDHACK, a former ESPN executive who is now the story on LinkedIn, which caused former Fox Sports It’s not.” — J.O.
Syracuse’s athletic director, emailed after seeing SBJ’s story executive Todd Merkow to comment: “I loved working on
about Amy Rosenfeld leaving ESPN for NBC Sports. deals with Karen at Fox Sports. Her greatest super power is JUNE 13-19, 2022 | 1 1
not that she knows how to craft the best deal for the com-
Wildhack: “She’s a tremendous talent and person. Amy has pany or client, which she does incredibly. But it is her
the rare combination of creative brilliance, the ability to recognition of the value of the relationship she is developing
manage people through superior emotional intelligence and for long-term success for both parties. Thanks for recogniz-
a wit which is unmatched. All those qualities remain intact ing one of the best executives in sports and media!!!” — J.O.
even under intense pressure and under the brightest lights.
She will make the NBC Olympic unit better.”

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M

THE INSIDERS

LABOR AND AGENTS tion, we can expand this to other cities,”
Yee said.
Prather eager for NBA Draft as he
reps son of friend, former client The program came about after Yee ap-
W ALLACE PRATHER III AND JABARI SMITH SR. met proached Ed McGuire, Chargers execu-
30 years ago when both were teenagers, play- “To be in the position to represent my friend’s son, some- tive vice president, football administration
ing basketball on the AAU basketball team one with the potential to be a very high pick, it’s very and player finance, about the idea in early
Prather’s father founded, the Atlanta Celtics. humbling,” he said. “For me, man, it’s cool that someone 2021.
can trust you to be part of that team. I enjoy the pressure
“I was probably 12, and he was probably 15,” Prather of proving to his mom and his dad that I was an asset to “He had this idea that Asian Americans
that team.” are a pretty under-represented group in
said last week. Smith went on to have a five-year career the NFL and, ‘What do you think about
■ YEE FELLOWSHIP DRAWS INTEREST: Other NFL clubs it?’” McGuire related. “At that time, too,
in the NBA, and Prather went on to become an agent have contacted veteran agent Don Yee since the Los during the COVID days, there were a lot
Angeles Chargers announced late last month that they of threats and violence against Asian
who represented his childhood are partnering with Yee to start a summer fellowship Americans. … It seemed like a great idea.
program for people of Asian and Pacific Islander heritage. Our leadership embraced it.”
friend in the later years of his
The inaugural Donald H. Yee Fellowship Program will The Chargers wanted to start the pro-
basketball playing career in start this summer with one fellow being chosen to work gram last year, but COVID protocols got
with the front office staff for six weeks during the Char- in the way. The Chargers are now taking
Europe. gers’ training camp. applications and hoping to have a deci-
sion on a fellow by the end of June. “We
Now, three decades later, “I am hoping if we can have a successful first itera- finally got it off the ground this year and
it really gives an opportunity to give
Prather is representing his young people who have not heard about
the NFL as a potential opportunity,” Mc-
friend’s son, Jabari Smith II, Guire said.

in this month’s NBA Draft, McGuire was pleased to hear
that other NFL teams are reach-
where he could be the No. 1 over- ing out to Yee about the pro-
gram. “That is what we were
all pick. hoping for,” he said.

Analysts have fo- “Look at our market; we have
a pretty big Asian American
BY LIZ MULLEN cused on three play- and Pacific Islander population.
ers as the potential And it’s a pretty good place to
start.”
No. 1 pick in mock
Asians and Pacific Islanders
drafts: Smith, who played forward at Auburn; make up almost 16% of Los
Angeles County’s population
Chet Holmgren, who played forward and of nearly 10 million people.

center at Gonzaga; and Duke forward Paolo Yee said that fact and that the
Chargers are a relatively new
Banchero. Holmgren is represented by vet- team to the Los Angeles market
was one reason he reached out
eran NBA agent Bill Duffy, who founded BDA to them with his idea. The pro-
gram is “a way to signal to po-
Sports and partnered with WME Sports. tential fans they are really
putting a stake down in the
Banchero is represented by former NBA play- community.”

er Mike Miller and now NBA agent who co- It is an idea that Yee has been
thinking about for a long time.
founded LIFT Sports. “This whole thing is to give a
young person an opportunity
Leadership at the Orlando Magic, the team for a little bit of experience and
some insight into how an NFL
with the first pick, has been tight-lipped about operation works.”

their plans, so there may Yee’s agency, Yee & Dubin,
represents about 35 players in
be some real suspense on Jabari Smith II the NFL, including Tampa Bay
NBA Draft night on June could be the first Buccaneers quarterback Tom
23 at the Barclays Center. player taken in Brady. Asked if he was sur-
this year’s NBA prised when Brady decided to
Prather said Smith come out of retirement and
keep playing, Yee said, “The
could “certainly” go No. Draft. only thing I can tell you is he
always surprises me.”
1 overall. That would be
Liz Mullen can be reached at
great, he said, but it’s not
lmullen@sportsbusinessjournal.
the be-all and end-all. “He wants a good partner-
com. Follow her on Twitter
ship. He wants to be with a team where he can
@SBJLizMullen.
grow and he can learn and become a respon-

sible young man. … It’s about the camaraderie

among teammates. … We don’t have conversa-

tions about whether he is the No. 1 pick.”

While Smith Sr. went to LSU and was a second-

round pick in the 2000 NBA Draft, Prather, who

is 5 feet, 9 inches, went to Cornell, where he

played point guard all four years and gradu-

ated, but didn’t have a shot at the NBA. Prath-

er graduated in 2002, and got certified by the

National Basketball Players Association

in 2003. He’s worked at a few agencies, but now

runs Prather Sports.

Prather has represented a high pick before:

Derrick Favors, who was drafted No. 3 over-

all by the New Jersey Nets in 2010. He is now

a forward with the Oklahoma City Thunder Getty Images

and Prather still represents him. He also rep-

resents Atlanta Hawks guard Lou Williams.

Prather feels blessed at this time in his life.

1 2 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

PORTFOLIO DATA AND RESEARCH

Participation numbers, gear prices grow

IN 2021, 232.6 million Americans took part in sports registrations, schedules and document sharing. LOOKING TO THE FUTURE
Nine- or 18-hole golf and tennis were the most
and fitness activities, the most since 2016, accord- How do you feel about the future
popular individual sports, with 25.1 million and of the sport and fitness industry?
ing to the new State of the Industry Report from 22.6 million participants, respectively. Each sport’s
governing body reported that more than three
the Sports & Fitness Industry Association and million of those players were doing so for the  Very poor/poor  Good/Very good  Average
first time ever.
Sports Marketing Surveys USA. Additionally, the 2018
The increase in sports participation led to a 9.9%
majority of sporting goods manufacturers re- record year-over-year 15.8% bump in wholesale 40.5% 49.6%
prices of athletic footwear, apparel, sports and
BY DAVID ported year-over-year profitability fitness equipment, accessories, and licensed prod- 2019
growth, and more than three-quar- ucts, according to information from the study’s
more than 300 industry C-level executives. 4.6% 38.2% 57.2%
BROUGHTON ters of executives at those compa-
nies feel that their industry has a “We’re a mature, legacy business,” said SFIA 2020
President and CEO Tom Cove. “Even when you 4.0% 22.9% 73.1%
strong future. have a new Nike release or a Peloton, there’s al-
most never a double-digit growth. The industry 2021
The year-round survey has been fielded annu- is just so huge that one thing or trend on its own 5.8% 15.5% 78.6%
rarely causes a significant change.”
ally since 2008 and consists of a nationwide
Fifty-nine percent of manufacturers reported
sample of 18,000 respondents from proprietary year-over-year profitability growth for 2021 —
below a high-water mark of 81.7% in 2014 but the
online panels representative of the U.S. popula- best since 2015 — and 79% of sporting goods ex- TOPLINE NUMBERS
ecutives believe that their industry has a strong
tion for people ages 6 and older. future (see chart), the highest level of optimism In 2021, the total number of active sports
in the six years that the question has been asked. and fitness participants hit its highest level
Basketball remained the most popular sport, in six years at 232.6 million, up 7.8% from

with 27.1 million participants, and its average an- its low point of 215.8 million in 2016.

nual increase of 4.1% across the previous five years

was also tops among major-league team sports.

The hottest sport in the country continues to NO. PARTICIPANTS PARTICIPATION RATE

be pickleball, with 4.8 million playing it last year, 230m 76%

marking a surge of 39% during the pandemic and

an average annual increase of 11.5% since 2017.

Pickleball trailed only softball in terms of year- 220m 74%

over-year growth (+14.8%), and 75% of the sport’s

core players (defined by SFIA as players who play

eight or more times per year) are age 55 and older. Source: State of the Industry Report from the Sports & Fitness 210m 2016 2017 2018 2019 2020 2021 72%
Industry Association and Sports Marketing Surveys USA
The four sports beyond pickleball that saw the

biggest year-over-year increase in participation

skew toward younger athletes and usually involve BIGGEST CONCERNS FOR 2022

travel: fast-pitch softball (up 15.3% over 2020);

gymnastics (+10.9%); indoor volleyball (+8.1%); Nearly half of respondents expect supply chain-related issues to be the industry’s biggest hurdle this year.

and swimming on a team (+8.0%). FIRST SECOND THIRD
Material cost/availability
“MLB expanded their work with USA Softball, 19.4% 16.0% 13.7%
15.5%
and created a softball division for the Jr. Home Labor cost/availability 14.6% 15.0% 14.7%

Run Derby. Nike expanded their specific fast-pitch

product line, and the attention given to collegiate Increasing market share 4.0% 9.8%

softball by ESPN and others has created a spotlight Declining sport participation 5.8% 10.0% 7.8%

on the game,” said LeagueApps President Jeremy Transportation/logistics 7.8% 10.0% 5.9%

Goldberg, whose platform is used by amateur Product sourcing 6.8% 4.0% 4.9%

sports organizations to streamline tasks such as

EQUIPMENT SALES PICKLEBALL GROWS QUICKLY; HOOPS, GOLF, TENNIS STILL ON TOP

SPORT – ITEM U.S. SALES 2-YEARS CHANGE Pickleball is the biggest growing sport in the U.S. since 2016, while basketball,
tennis and golf have the most participants.
Golf – Clubs $1.9m 54.3%

Snow sports – All $683.6k 27.2% Pickleball Tennis Basketball Golf

Football – $390.5k 9.4% TOTAL PARTICIPATION 5-YEAR AVERAGE ANNUAL GROWTH
Protective gear 12%
30m 10% 11.5%
Basketball $237.1k 26.6% 25m 8%
– Backboards 20m 6%
15m 4% 4.1% 4.9%
Bowling – All $193.2k -4.9% 2% 1%

Soccer – Balls $153.0k 16.8% CORE PARTICIPANT*

Tennis – Racquets $130.1k 46.9%

Baseball/softball $95.1k 14.7%
– Balls
10m 16.1m 11.63m N/A
Volleyball – All $88.0k 4.4% 5m 1.4m

Ice hockey $74.6k 2.8% 2016 * Defined by SFIA as someone who competed
– Skates at least 8 times last year in pickleball; 13
times in basketball; 10 times in tennis.
Lacrosse – Sticks $40.9k -3.4% 2017 2018 2019 2020 2021 N/A : Not available

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M JUNE 13-19, 2022 | 1 3

PORTFOLIO EXECUTIVE SPOTLIGHT

Golf’s Global
Ambassador

Ty Votaw set to
end 31-year career
growing game at
LPGA, PGA tours.

BY THOMAS LEARY

T Y VOTAWhas spent
more than three de-
cades in golf leader-
ship, but it was a

collegiate internship with the NBA’s

Cleveland Cavaliers that guided his

specific pathway to sports.

“I went to Ohio University as an un-

dergrad thinking that I would go into

their sports administration graduate

program,” said Votaw. “I did an intern-

ship with the Cavaliers in 1982 when

Ted Stepien owned the team and I

worked in public relations. I came away

from that experience being more im-

pressed with the Cavaliers’ outside

lawyer. He was always in the middle of

things, always coming to solve prob-

lems. So I made the decision after my

sophomore year of college to go to law

school instead.”

Votaw went on to earn his law degree

from the University of North Carolina

and quickly found a way to put his skills

to use in sports. After landing at a Cin-

cinnati firm, Votaw did some work with He went to work at the PGA Tour
under then-commissioner Tim Finchem
Charlie Mechem, a lawyer who headed and for the past five years has served “Ty wasn’t a great player of the game. But he knew it from
as executive vice president of interna- a legal side. He knew it from a partners side. He knew it
the Taft Broadcasting empire of media tional. He will help current PGA Tour from an international side. And that’s where he thrived.”
Commissioner Jay Monahan in a to-
outlets. Mechem later became commis- be-determined consulting role.

sioner of the LPGA in 1990 and asked “It feels good. This is what normal
people are supposed to do,” joked Votaw,
Votaw to come along with him. who turned 60 in February. He first ap-
proached Monahan toward the end of
“So I went into college thinking I 2021 with an idea that his time on the
road was coming to an end. The com-
would go into sports administration, missioner asked his veteran right-hand above: On July 1, Ty Votaw will officially LPGA and PGA tours to new global
man to stay on through the summer, retire from the PGA Tour, where he has heights. He played a key role alongside
instead went to law school, and then and Votaw was appreciative of the con- worked since 2005. The R&A’s then-CEO Peter Dawson in
sultant role, which in his words, will right page: Votaw’s legacy of growing spearheading golf ’s successful reentry
ultimately came back to sports admin- allow him to “stay inside the family.” the game globally included playing into the Olympic Games in 2016, an ac-
a key role in golf’s reentry into the complishment that has directly led to
istration after practicing for five years,” Votaw’s ability to think bigger start- Olympic Games in 2016. another 50 national golf federations
ed during his time at the LPGA under forming across the globe.
said Votaw. commissioners Mechem and Jim Ritts. game,” said Dottie Pepper, former LPGA
player and current CBS golf broad- Monahan described Votaw’s efforts
Votaw has since served 31 years in “Ty wasn’t a great player of the caster. “But he knew it from a legal side. on the Olympics as “a perfect example
He knew it from a partners side. He of Ty applying not only his experience
professional golf but now is staring knew it from an international side. And and expertise to that unique challenge,
that’s where he thrived.” but also relying on a unique combina-
down the final fairway toward retire- tion of relationship-building skills,
Votaw’s ultimate legacy, as he prefers business acumen and diplomacy to
ment. He has been with the PGA Tour it, lies in his drive to push both the

since 2005 and his retirement will be

official July 1.

After Mechem asked him to join the

LPGA, Votaw wasted little time making PGA Tour

a name for himself. In 1999 he became

commissioner of the women’s tour.

1 4 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

shape the global game for the better.” coming from, and then — even more That ability to establish relationships people taking different areas,” Votaw
Votaw flags that global growth when so than [former LPGA commissioner in countries outside the U.S., while also said of how the PGA Tour will fill his
and current USGA CEO] Mike Whan understanding the individual stature role. His advice for those who do take
asked to identify what has changed the — built the foundation for the LPGA’s of golf in each respective region, is over? “Not viewing the world from be-
most across pro golf in his career. success internationally. Then when what set Votaw apart in the regimes of hind their desk is probably one of the
“There were no players from Korea on you talk about the PGA Tour becoming each commissioner he served under. best expressions that was shared with
the LPGA Tour in 1998 when Se Ri Pak more of an international product, that It’s also what is most critical for his me early in my career. You need to un-
as a rookie won the U.S. Women’s Open,” was Ty Votaw. And part of that was eventual successor (or successors) to derstand different cultures, different
said Votaw. “By the time I left eight because of relationships he had built understand going in, especially with a ways in which businesses can use golf
years later I think there were around as LPGA commissioner in Korea, in challenger brand in LIV Golf disrupt- as a platform, from a hospitality per-
47. And that’s just one country. China, in Japan. Places that the PGA ing the industry. spective, media perspective.
Tour has now gone.”
“Similarly, the PGA Tour, while they “I think it’ll be a number of different “Being able to understand and navi-
always had a number of international gate how golf is perceived in South
players and international television America is very different from how golf
that was a big part of their revenue is perceived in Asia, across Europe —
stream, when I got here in 2005 we didn’t certainly with English-speaking coun-
have offices in Tokyo and London and tries like the U.S., Canada, the U.K.,
Beijing like we have now. We didn’t have Australia, South Africa. How golf is
tours in Latin America and Canada like perceived in those countries is some-
we have now.” thing that you need to be mindful of.
And the only way you can understand
A fierce defender of the business of it is if you travel, interact with and try
golf, Votaw wasn’t known for his soft to sell golf to those markets.”
touch over his career. “He has an ex-
traordinarily serious side,” said Pepper. As for how he’d like to be remem-
“He’s also extraordinarily loyal.” bered, Votaw kept it simple. “My great-
est ambition was to be deemed worthy
Pepper points to a few levels in which and capable of doing whatever job I was
to remember Votaw. “He saw the LPGA asked to do. I hope people will remem-
through some very lean times, includ- ber me as someone who was always on
ing a recession. He embraced the in- the other end of the phone when they
ternational aspect of the LPGA’s needed something.”
membership early on. He understood
that that’s where there was great talent

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SPORTS BUSINESS JOURNAL

The OG
Pioneer. Mentor. Teacher. Friend.

As the first female president of a major U.S. sports franchise with the

Bullets and current South Carolina professor, these four words only begin
to describe SUSAN O’MALLEY’S drive and ability to empower others.

BY BILL KING

S USAN O’MALLEY strode purposefully well-connected, politically savvy attorney, a key wrote at the top.
through the parking lot of a Charlotte
restaurant on a recent weekday after- cog in the Maryland political machine who count- Her parents told her it was.
noon, slowing as she approached the
ed Abe Pollin, owner of the Baltimore and then “From then on, everything to me was a mad plan,”

Washington Bullets, as a client and friend. O’Malley said. “What I took in school. Where I

red Jaguar convertible that once be- The first time Susan O’Malley met Pollin she was worked. What I read. It’s like the old saying: It’s

longed to her now 84-year-old mother, who reluc- with her father in a cornfield in Landover, Md., easier to get there if you know where you’re going.”

tantly surrendered the keys a few years ago. where Pollin hoped to build a new arena for his llll

Making the 90-minute drive from nearby Colum- NBA team. She was in grade school and couldn’t

bia, S.C., for an industry event, she’d chosen the envision what they were describing, but she knew

Jaguar over another luxury convertible, a Porsche that if they were driving into the hinterlands for Rick Moreland, a member of Susan O’Malley’s

that she bought in 1995, five years after she was a meeting on a Sunday after Mass, it must be im- inner circle of executives for her entire time as

promoted to president of the then Washington Bul- portant. president, was a friend going back to high school,

lets, the first woman to hold that title with a major Along with landing a deal for the arena, Pollin when they were class officers together. Though she

U.S. sports franchise. got an NHL expansion team, aptly named the Cap- never mentioned she had designs on running a

For the past six years, O’Malley has commuted itals. When he installed his most trusted adviser, franchise, he said it was always clear she would

two hours each way from her home on Sullivan’s Peter O’Malley, as president run something.

Island, near Charleston, to teach three classes in The Championsof the woebegone hockey “She was a driven, disci-
plined person,” said More-
the sports management program at the University franchise, young Susan be-
Sports Business Journal will
of South Carolina in Columbia, driving in on Mon- came an “arena rat,” joining honor the Champions class of 2022 land, who recently retired as
her father for games and pep- throughout the year: senior vice president of
day evenings and returning on Thursday afternoons, pering him with questions suites at Capital One Arena.

spending the two nights in between at an inn at the

edge of campus. afterward. Date Champion “Being around her on projects
“I started recognizing April Joe Gibbs she was involved in, she was
While sometimes taxing, the routine allows her focused. She could be intimi-
things that I’d ask him about
to make her home a block and a half from the ocean,

starting most mornings watching the sun rise while on the ride home,” O’Malley June Susan O’Malley dating at times. She had clout.

walking the beach with her puppy, a golden re- said. “Like, ‘Why do you July Leigh Steinberg She just had something about
think there’s so many empty August John Swofford her. Her dad had molded her
triever named Blue. Teaching also avails her the seats at the Caps games?’ I for success from an early

freedom to spend summers in Nantucket, Mass., as

she did as a child. don’t think he liked that September Anita DeFrantz age.”

“My father used to say the three most overrated question. But I asked a lot of October Larry Jones Away at college at nearby
others, too. Mount St. Mary’s on the night
things in the world are a dog, a convertible and a

swimming pool,” O’Malley said. “And I swear, every “Eventually, that became of her 20th birthday, O’Malley

time, I would say to him, ‘You’re wrong, you’re my thing. I just loved it. Loved being around it. So returned to her dorm room and completed an ex-

wrong, you’re wrong.’” I set out to do it.” ercise her father had recommended. Sitting alone,

Susan O’Malley knew On more important When she was 13, she declared her intent to her she made a list of 10 things she would achieve by
as a child she wanted matters, O’Malley typi-
to run a pro sports cally aligned with her world, penning a school essay that explained why the time she was 30.
team and set her goals father.
Eric Glenn to make it happen. she intended to run a sports franchise one day, as Again, she wrote that she’d be president of a
Peter O’Malley was a
her father did. franchise.

“Good paper, not very realistic,” her teacher CONTINUED ON PAGE 20

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M JUNE 13-19, 2022 | 1 9

CHAMPIONS: SUSAN O’MALLEY

CONTINUED FROM PAGE 19 Wes Unseld took young Susan O’Malley under his wing, giving her instant credibilty. Pat Summitt became a friend she
could count on for a lift when things
Every summer, and over every Scouts of America invited her to re- started to hear from other women in at work looked bleak.
holiday break, O’Malley found her ceive an award, then greeted her with positions of stature.
way to the offices of the Bullets or a standing ovation, “like the pope just With few wins and no star power
Capitals, volunteering for whatever walked in,” and was touched when Washington Post Publisher Katha- to speak of on the floor, the Bullets
task was offered. one of the girls sent one of her own rine Graham sent a note of congratu- seized on their 29-year-old, glass-
merit badges as a thank you. She also lations, offering to help if she ever ceiling shattering president as a feel-
At the end of her last summer before needed guidance. Basketball coach good story. O’Malley was featured in
graduating, the Capitals’ marketing Sports Illustrated and Cosmopolitan,
director told her to take a job outside THE SUSAN O’MALLEY FILE n April 1999: Named to SBJ’s inau- and in newspapers across the country. Courtesy of Susan O’Malley
of sports and come back as a mid- gural Forty Under 40 class
level manager, avoiding the vast odds director of marketing It was heady territory for a woman
that faced those who started at the n May 1999: A group led by Ted who found trash dumped in her Mus-
bottom, advice for which she’s still n 1988-91: Washington Bullets, Leonsis acquires a 36% stake in tang convertible not long after she got
thankful. She did three years at an ad executive vice president Washington Sports & Entertainment, her job with the team, likely the work
agency, then applied for a job as the and full ownership of the Washington of a man who thought he deserved the
Bullets’ director of advertising, which n 1991-2007: Washington Sports & Capitals. role.
she landed. Entertainment, president (Washington
Bullets/Wizards, Washington n 2001-02: Georgetown University, “I had no idea the hot light that
Pollin told her he was unaware Mystics, MCI Center/Verizon Center, adjunct professor would come not only locally, but then
she’d even applied, but she knew she’d Ticketmaster Washington-Baltimore). At nationally, because of, as I say, the
gotten the opportunity because of her age 29, becomes the first female presi- n 2006: Grand Marshal, Washington, chick thing,” O’Malley said. “And
father. She may not have earned her dent of an NBA franchise D.C., St. Patrick’s Day parade with that came a self-imposed pres-
entry, but she intended to earn her sure. If I screw this up then every
keep. She insisted they set goals and n 1995: Capitals business operations n 2011-12: St. Joseph’s University woman in the world is going to be like
track performance, with measures merged into WSE under O’Malley (Philadelphia), assistant professor — well it didn’t work for that chick
tied to revenue. in Washington. So even the small
n May 1997: The Bullets are n 2016-present: University of things mattered a lot to me. Where I
O’Malley quickly expanded her role renamed the Washington Wizard South Carolina, senior instructor, Sport went to dinner. How late I stayed out.
from advertising to marketing. When and Entertainment Management; What I wore not just for my games,
Pollin decided to make a change at n December 1997: Capital One College of Hospitality, Retail and Sport but to Redskins games when the
the top, he asked O’Malley to take over Center opens as MCI Center as the Management Cookes (owned the team). Everything.
the franchise’s business operation on home to the Wizards, Capitals and, in I was worried that it would be an im-
an interim basis while they sought a 1998, the WNBA Washington Mystics — David Broughton pression.”
successor.
n 1998: Mystics’ inaugural season Fortunately, O’Malley had a friend
“My boss got fired, and Abe knew nearby to watch her back and keep
who I was,” O’Malley said. “So I was her grounded. It wasn’t long after she
the interim. started with the team that then-coach
and later-general manager Wes Unseld
“But there was no way I was giving invited her to lunch, an unmistakable
that job back.” message to anyone in the organization
who bore her ill will. They went again
llll the next day, then nearly every day
after that when both were in town.
Two-and-a-half years later, Pollin
gave her the title that matched her “Wes was probably my closest
responsibilities, making history when friend in the world,” O’Malley said.
he named her team president. Though “I got treated very poorly at the Bul-
she got her share of angry, misogy- lets when I first started. Wes changed
nistic mail, the response was gener- that. It was like, ‘She’s Wes’s friend,
ally supportive. leave her alone.’ We became buddies.”

She was floored when the Girl O’Malley also found allies at the
league office, where NBA Commis-
n Education: Mount St. Mary’s sioner David Stern reveled in the fact
University, bachelor of science, market- that it was his league that had broken
ing (1983); Georgetown University Law a barrier.
Center, juris doctorate (2007)
Her first time representing Pollin
n 1975: Assigned by her female at an owners meeting, O’Malley was
middle school history teacher to write struck by the way Stern opened the
a two-page essay titled, “What I Want session. “Welcome gentlemen,” he
to Be When I Grow Up.” In response to said. “And lady.” When Stern noticed
her report that said she thought she that O’Malley was seated along a wall,
could run a pro sports franchise, her rather than at the long conference
teacher wrote: “Good paper, not very table with her male counterparts, he
realistic” seemed taken aback.

n 1982-83: Washington Sports & “Get her a seat,” he ordered, and a
Entertainment, intern staffer scurried to bring an extra seat
to the table.
n 1983-86: Earle Palmer Brown
Advertising, account supervisor “I remember that I was over-
whelmed by how people spoke to each
n 1986-87: Washington Bullets, other,” O’Malley said. “David yelled
director of advertising at people. And it was, like, accepted

n 1987-88: Washington Bullets, CONTINUED ON PAGE 22

2 0 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

The NBA congratulates Sports Business Champion
Susan O’Malley on her distinguished and trailblazing career

as the first female president of an NBA team

CHAMPIONS: SUSAN O’MALLEY

Rewarding behavior:
‘Everyone left smiling’

ONE OF THE FIRST THINGS Susan O’Malley wanted awesome.’”

to change about the Bullets, and later the Capitals, O’Malley went with

was the culture of the workplace — beginning with her three department

the monthly staff meetings. heads to shop for the

She turned them into celebrations, awarding an items, emerging from an

employee of the month and bragging about a depart- electronics store parking

ment that had met a sales goal or lot with a van loaded

BY BILL KING elevated its service to sponsors with hundreds of gad-
or season-ticket holders. She’d
gets. They stacked them

trot out players to say thank you in piles in front of the

to staff. meeting room, hanging

“I’m overzealous, so I celebrate everything,” a sheet to hide them.

O’Malley said. “You’re going to have bad news that When the staff arrived

you have to share sometimes, and you do it. But for the monthly meeting,

not at that meeting. That meeting is to make people O’Malley congratulated

proud to work here because it’s a great place.” them on meeting the goal While Susan O’Malley’s success as president came despite some lean years on the
and said Pollin wanted court and the ice, there were also some moments to celebrate with owner Abe Pollin.
One year, when the team met its annual sales to thank them. Then they

goals despite a particularly dreadful season,

O’Malley approached owner Abe Pollin to expand tore the sheet down for the big reveal, inviting ev- and there was an envelope, and it may have been

the budget to buy gifts for the sales staff. Pollin eryone up to choose two items. a good prize or a trinket. And you could trade. Ev-

approved, but went a step further, telling her to “Her monthly staff meetings were always fun,” erybody left smiling. With Susan around, it wasn’t

reward all the employees. said Matt Williams, who was EVP and chief of staff. a punch-the-clock thing. People lived it and breathed

“I’m like, ‘I love you,’” O’Malley said. “‘You’re “There was always a game. Reach under your seat it.”

CONTINUED FROM PAGE 20 snowstorm, O’Malley decided to have a local TV Lakers GM Jerry West emphatically denied the
meteorologist deliver his weather forecast during
practice. I came to realize that if he didn’t yell at intermission after the second period. When he told teams had talked about Worthy, she realized she’d
you, you didn’t matter.” fans to expect 10 to 12 inches, most gathered their
coats and left. crossed a line.
When she or Pollin disagreed with league policy,
she found ways to make her case without clashing “When the Caps came out, the building was O’Malley was in her office at “the crack of dawn”
with Stern, developing a cordial relationship with empty,” O’Malley said. “What a dummy I was. Go
the league’s longtime deputy commissioner, Russ home everybody. Go home.” the next morning.
Granik. Often, she’d call him at home, figuring it
gave them the best chance to speak candidly. She is more circumspect about what likely was “When I don’t know what to do, I just go to work,”
her worst gaffe on the basketball side, a sports talk
“I came to appreciate right away that she was interview in which she confirmed that the Lakers O’Malley said. “I was really embarrassed. I was
never afraid to speak her mind,” Granik said. “She had offered star forward James Worthy in exchange
would try to be respectful of the league office most for the Bullets’ sixth pick in the 1992 draft. When mortified. It was kind of like breaking the code.”
of the time. But if she didn’t agree with something
we were doing or trying to get the teams to do, she Before anyone else had come in, the private line
had no hesitancy to let us know.
in her office rang. It was Washington Post columnist
“She would always have a point. I wouldn’t always
agree with her and we would argue back and forth Tony Kornheiser, a friend she had lunch with most
sometimes. But I always felt that if she felt strong-
ly about something there at least had to be good weeks.
reason for it and it was worth listening to. Some-
times we’d try to make adjustments based on her “You already?” she asked when she heard his
views. Sometimes she went away displeased. But
we had an understanding from early on that we voice.
could speak honestly with each other.”
“Yup,” he said. “What are you going
O’Malley has her share of war stories, many of
them self-deprecating. to do?”

There was the time that, after merging the busi- “I’m going to call him,” she said.
ness operations of the Capitals with those of the
Bullets and the arena, O’Malley came up with an “I think that’s a good idea,” Korn-
idea to breathe life into the moribund team’s fan
experience, giving away plastic hands that clapped heiser said, hanging up.
when you shook the handle. When a Caps player
scored a hat trick, fans did what they typically do, When she reached West, she apolo-
hurling hats onto the ice. Then they threw the clap-
pers onto the ice. The game was delayed while arena gized.
staff slowly and carefully collected hundreds of them.
“I have these rules,”
There was a night when, in the early stages of a
Being in O’Malley said. “One of

the nation’s them is when you mess
capital up, make it right. I
meant con- couldn’t take it back.
versations All I could do is apolo-
with lead- gize. Own it.”
ers includ-

ing Bill While she made some
Clinton. mistakes, her success

was undeniable. Courtesy of Susan O’Malley

When she took over the team, an

outside survey of area sports fans

showed a pecking order led by the Red-

skins, followed by Georgetown basket-

ball, Maryland basketball, Maryland

football, the Capitals and then the Bul-

2 2 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

Always all in for
her co-workers:
‘I’m his sister’

SUSAN O’MALLEY said she made it a priority to

keep up with staff members’ achievements and

important life markers — taking them out for a

one-on-one lunch after a big sale or showing

up for a family funeral.

On at least one occasion, she went even

further. When a staffer fell to the ground

unconscious before a game, O’Malley was at

his side when the ambu-

BY BILL KING lance arrived. She didn’t
want him to ride to the

hospital alone, so she went.

After no one answered at the

phone number he’d left as an emergency

contact, she left a message that they were on

their way the hospital, but he was doing well.

O’Malley planned to stay with him while they

waited for his parents to arrive, but the hospital

staff stopped her, telling her only family could

join him.

“I’m his sister,” she said, instantly.

When the parents finally arrived, nurses told

them there was no need to worry; that there

son was simply dehydrated and doing better

— and was with his sister.

lets. For the six seasons before her arrival, the Bul- Susan O’Malley, get better. And I think most “The mom walks through the door and I
shown with Abe
lets averaged fewer than 10,000 fans a year in a Pollin, helped folks appreciated that.” caught her eye and, fortunately, she knew not
building that accommodated nearly twice that many. bring Chris The timing of O’Malley’s
Crowds improved steadily after she took over, reach- Webber to to give it up,” O’Malley said.
ing 17,089 per game for the team’s last season in departure in 2007 was logical.
Washington for After a four-decade run in O’Malley rose from her chair and threw open

her arms.

Landover. four years in 1994. ownership, Pollin was exiting “Mom,” O’Malley said. “Everything good?”

It wasn’t that the product on the floor was im- his sports holdings. She’d sold “Back then, I could pass for his sister, no

proving. The Bullets, and then Wizards, were abys- the WNBA Mystics to Sheila problem,” O’Malley said. “That was one of the

mal for much of her tenure, making the playoffs Johnson for him, as well as the Capitals and a mi- advantages of being young.”

only once in her first 13 seasons as president. In- nority stake in the Wizards to Ted Leonsis, who

stead, she relied on discounting to get fans back also took a right of first refusal on controlling in-

and an improved in-arena experience to keep them, terest in the NBA team. She’d finished work on a mers in Nantucket felt especially fulfilling, as did
the work she did at area food banks. Still only 46,
making an NBA game feel like the place to be, even law degree from Georgetown, which she earned she knew she’d want a next act. She wasn’t sure
what it was, but it wouldn’t be a redux of the first.
if it was to glimpse the other teams’ stars. taking classes at night (see story, Page 24).
“I don’t miss it,” O’Malley said over lunch at a
Though revenue still lagged while the teams were When her contract came up, she told Pollin she salad spot on the South Carolina campus. “I was
ready to go. I knew I was ready to go. I didn’t have
in Landover, it improved markedly when they re- was done. that enthusiasm the last season. I used to, at the
beginning of the game, rush to see the national
located into a state-of-the-art building in downtown “Abe wanted me to stay to the bitter end — and anthem, because everybody was standing and I
could look around and see them all, to see how we’d
D.C. I didn’t want to do done. I didn’t have the same energy for everything
any more. So I thought — it’s not fair. It’s not my
Ask O’Malley “She built this management team that,” O’Malley turn anymore.
what she misses said. “In some ways,
“I have never been back to MCI Center. I left that
about her time that stuck with her for a long time. that’s selfish on my day with a box in my hand and have never been
with the organiza- ... She was terrific to work for, and part. I get that. But back. Isn’t that weird? At first it was on purpose.
tion and she an- I wanted to leave on Now, it’s just life, I think.”
swers quickly. “I she was empowering. ...” my own terms. My
miss the squad,” contract was up, llll

she said. “They’re WASHINGTON’S MATT WILLIAMS and I felt this was On the last day of the spring semester with her
like family to me.” the best time to exit. master’s level sports law class, O’Malley listened
as her 16 students took turns presenting their final
It is striking that It hurt his feelings, projects on a range of topical issues, including the

the three direct reports that she hired at the start and he was mad for a while. But in the end, we were CONTINUED ON PAGE 24

Courtesy of Susan O’Malley — Moreland, Matt Williams and Judy Holland — all OK.”

stayed with her for almost 15 years. Most in the industry who knew her, or worked

“She built this management team that stuck with for her, thought that she might take a break and

her a long time,” said Williams, who joined the recharge her batteries before returning, likely at

team as the Bullets’ PR director and rose to execu- the helm of another franchise or with a role at a

tive vice president. “And there are reasons behind league.

that. She was terrific to work for, and she was em- But she had her eye on other priorities. A Meals

powering and always challenging you to grow and on Wheels route that she signed up for during sum-

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M JUNE 13-19, 2022 | 2 3

CHAMPIONS: SUSAN O’MALLEY

Legally speaking: ‘When I’m done, I’m in the game’

SUSAN O’MALLEY’S DECISION to go to law school while Susan O’Malley
developed a
running an NBA team and its arena was not part of strong relationship
with Commissioner
any grand plan to set herself up for a second act after David Stern (cen-
ter) and the leader-
owner Abe Pollin sold the last of his teams. She made ship in the NBA
front office.
the choice five years before de-
“I’ve known
BY BILL KING parting the Wizards, realizing people who went
that the best way to get on even to law school after
they started a ca-
footing in a room full of attorneys reer, and did it
part time,” said
was to become one. former NBA dep-
uty commissioner
“I went to law school because I got mad in a meet- Russ Granik. “But
to do it while
ing,” O’Malley said, flashing back to a contentious you’re the CEO? I
don’t know any-
negotiation during Pollin’s push to build what is one else who has
done that.”
now known as Capital One Arena. “We’re in this
When word of
meeting, and it’s all these lawyers, and they all her enrollment
spread to the
started talking over me. And that just made me mad.” league office, NBA Commissioner David Stern phoned
from a Starbucks to confirm what he’d heard.
When she got back to her office, O’Malley phoned “You’re in law school?” Stern asked, chuckling.
“Yeah,” she replied. “Don’t fool with me. I’m com-
Brendan Sullivan, a prominent Williams & Con- ing for you next.”

nolly partner who was a close friend.

“I want to go to law school,” she said, abruptly.

“Ooookaaaay,” Sullivan replied, surprised by the

out-of-nowhere declaration.

He offered to set up a lunch with the dean of ad-

missions at Georgetown’s law school. Since she

intended to go to night school while working, getting

in wouldn’t be a problem. But they warned that the

workload in a top-flight program could be difficult me how long it took. It was knowledge. And when
I’m done, I’m in the game.”
to juggle for someone running Pollin’s teams and the
Many senior executives at leagues and teams have
arena. law degrees. But the way O’Malley pursued hers was
rare.
“Doing it the way I had to do it was going to take

a long time,” O’Malley said. “But It didn’t matter to

CONTINUED FROM PAGE 23 the Monday morning after Easter. great.”

rights of transgender college athletes. Regan asked her to come in a day early for an For many students, the first encounter with
At the end, she posed with them for a group photo.
“Remember, when you get that job I’m going to informal dinner with the committee. It meant for- O’Malley is in their business law class, where she

come calling and I’m going to want two things,” going a trip to spend the holiday with her mother begins each semester with an entrance inspired by
O’Malley said, pausing for dramatic effect. “Great
seats and great parking.” in Florida, but O’Malley was

They all laughed. leaning toward taking the job,
The master’s sports law class is the smallest of
the three O’Malley taught in the spring, offering so she went.
her the chance to get to know some of the grad stu-
dents better. Her introductory lecture classes can “I’m the only one ordering
get as high as 250. She said she averages about 300
students per semester. a meal because they had all
“I like it,” O’Malley said. “I don’t like it every
day. But I like it. I talk to people all the time who had Sunday supper,” O’Malley
don’t like their job. I’ve had two, and I’ve loved
them both. How lucky am I?” said. “I mean, it’s Easter, and
O’Malley’s plan after leaving the Wizards in-
cluded paying forward her run of professional suc- all of us at the table are Cath-
cess and financial gain, but she didn’t think it would
come in the form of full-time teaching. olic, so they’re all stuffed. I’m
Retired to a home a short walk from the beach,
O’Malley thought she’d keep busy making appear- like — this is crazy.”
ances through a speakers bureau, sharing her story
at a couple dozen corporate events a year. She’d O’Malley now jokes that
taught as an adjunct at Georgetown after leaving
Washington Sports and Entertainment, but didn’t several at that table had
think she was ready to teach full time.
Then she got a call from Tom Regan, a Univer- money on how long she’d last
sity of South Carolina professor who was bent on
convincing O’Malley to fill a newly created full-time if she took the job. At six years
instructor position at the school. She wasn’t sure
at first, but Regan persisted. When he finally con- in, she has more than covered
vinced her to come for an interview, it was set for
the over. Their skepticism was

understandable, considering

the profile and work style of After taking some time for speaking engagements and other teaching assign-
her time in industry. ments, O’Malley has been a professor at South Carolina since 2016 and loves it.

“I can imagine her being a

terrific teacher who could Eric Glenn; Courtesy of Susan O’Malley

interact with students and get them engaged,” said her days at the Wizards, with lights dimmed and

Granik, who meets O’Malley for lunch at least once the opening of Alicia Keys’ “Girl on Fire” cranked.

each summer while both are in Nantucket. ”But I When the chorus hits, O’Malley bursts through the

and others were a little skeptical about whether door.

she would be content after the high-powered, high- “I’m like, ‘Welcome to Business Law!’” she said,

pressure existence she had. She wasn’t just presi- laughing. “And they’re like, ‘What the hell?’

dent of a team. She was president of a team in the “And I say to them, ‘By the end of the semester

nation’s capital, which had other layers to it. Was you all better have a walk-up song. Because every-

she going to be happy to be on a college campus? body needs a walk-up song.”

“The answer is that she has been, and that’s Office hours on the last day of the semester in-

2 4 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

What They’re “Whether it was David Stern or Michael Jordan or “The challenge that she had, I think
Abe Pollin or Ted Leonsis, you name it, she could stand people today would underestimate what
SAYING her ground with anyone. She respected them all, but that really was at that time. Not to be cli-
she also felt like she belonged. The get-after-it like a ché, but she really was a young woman in
“I still feel like if there’s a dog on a bone wasn’t because she was trying to prove a world dominated by men. She had to
résumé from Bill and a anything. It’s just the way she was built. Her dad was work so hard just to make sure that peo-
résumé from Betty, it’s the exact same way. And she just pushed until she got ple took her seriously. She always used to
easier to take Bill. So I the answer she wanted — or at least got an under- say, ‘I just don’t want to screw it up for the
work for opportunities standing of the position of the other individual.” next one.’ And she meant that. She had
for young women who this internal pressure on herself to be the
want to do this. You can’t Rick Moreland role model that she became.”
be it if you can’t see it. So,
here I am — see. That’s Former senior vice president of sales, Matt Williams
my little mission, and they Washington Sports & Entertainment
tolerate me with it up on Former executive vice president and chief of staff,
the seventh floor.” Washington Sports & Entertainment

Susan O’Malley “It was a big deal that an owner had put
a woman in charge of the entire business
side of the team. That was a first. David
[Stern] and I felt it was a very positive step.
And there was no ambivalence about
what her role was. She was in charge.”

Russ Granik

Former NBA deputy commissioner

“We always believe in blending theory and practice. If we’re going to bring in someone to talk about
the practice, we try to bring in people at the highest level. Having a pioneer glass ceiling shatterer just
down the road, we had to reach out to see if she was interested in coming.”

Matt Brown

University of South Carolina sport and entertainment management department chair

cluded a senior who was the recipient of a small when he passed on lessons of life and its unpredict- disappearing from public life and doing what she’s

scholarship that O’Malley has endowed for a female able turns. You plan to be, and then you become. doing.

student who aspires to work in sports. O’Malley But then, one day, you impulsively decide to go to “You know, I admire her for it. I think she’s re-

has a gift for her and wants to hear more about the law school, not because you intend to practice law, ally enjoying what she’s doing and the lifestyle she’s

job she has landed in Charlotte. She also has a card but because you’re tired of lawyers talking over chosen — and that’s wonderful.”

that she won’t let her open, which includes three you in a meeting. It won’t be why you leave the llll
pieces of advice: Be the earliest one in, listen more only job you ever wanted, but it will add an option

than you talk and show gratitude to everyone who as you figure out the next turn on that “crooked

helps you along the way. path.” The sunrise dog walks that O’Malley now trea-

O’Malley’s office door is open — and her candy Fifteen years later, you’re commuting from the sures didn’t always come at dawn. She used to walk

dish full — for all students, but she her beloved puppy Blue later

feels a particular responsibility “The students love her and they respond to her — in the morning, when the
to the young women who aspire to beach was more crowded. One

work in sports. “My little mission,” especially the female students. She’s just been a day, Blue got into a tussle with
as she describes it. One of her first great addition, not only for what she brings but for an older and larger dog, and
who she is. It’s nonstop energy. ...”
calls after taking the job was to ended up pinned on the sand.
Caps and Wizards owner Ted Le- SOUTH CAROINA’S MATT BROWN When she yelled at the owner
onsis to secure four paid intern- to control his dog better, he
ships earmarked for female fired back.

students. “If you don’t want your dog

“The students love her and they rolled on the beach,” he yelled,

respond to her — especially the female students,” beach to a university to teach a sports law class “don’t bring him on the beach.”

said Matt Brown, the sport and entertainment man- and hug a senior goodbye. She was infuriated, but she bit her tongue. Early

agement college’s department chair. “She’s just been And you can’t think of anything you’d rather do. the next morning, while it was still dark and the

a great addition, not only for what she brings but “I can’t tell you how many people, a few times a beach was sure to be empty, she leashed up Blue

for who she is. It’s nonstop energy. And she has a month, ask me what ever happened to Susan and headed for the sand. On the way back, the sun

passion for the kids.” O’Malley,” Moreland said. “As fast as she rose to warmed the horizon. She sat next to her dog, and

She remains proudly and undeniably a planner, be one of the most recognizable female figures in watched it rise.

still every bit the little girl who wrote “I Want to professional sports, to leave and, for most people “I thought — if I ever see that guy again I’m going

Be” at the the top of a school essay, and the young who interacted with her, to sort of disappear — I to thank him,” O’Malley said. “I’d have never got-

woman who listed 10 things to achieve before she think that surprised everyone. ten up and been on the beach for the sunrise. That’s

Getty Images turned 30. “I figured she’d resurface at another team after how it’s always been for me. So, you didn’t get that.

But she also understands the importance of ser- figuring out what she wanted to do. Or maybe decide You get this, and it’s better.

endipity. this law degree might have some legs to it, let me “You gotta really believe that the path is crooked,

“Oh, it’s a crooked path,” her father used to say start practicing. But I didn’t anticipate her kind of but it works out.”

W W W . S P O R T S B U S I N E S S J O U R N A L . C O M JUNE 13-19, 2022 | 2 5

SPORTS BUSINESS JOURNAL’S
EDUCATION SPOTLIGHT

T O DAY ’ S S T U D E N T S .

TOMORROW’S LEADERS.
SDSU Sports MBA Features Unmatched Experiential Learning Opportunities

The sports industry has always sought place where you get hands-on sports “That’s about the best scenario you and delivered relevant and valuable
out innovative thinkers. But as it has experience,” said Scott Minto, Director can ask for as a graduate student to insights for us,” Gorsich said. “As a
matured and grown – especially in the of the SDSU Sports MBA program. prepare you for the real world – to work veteran of three major professional
era of analytics – the industry requires “We’re fortunate that San Diego State on problems in real time with an actual leagues I can confidently recommend
professionals with expertise in every is located in an absolutely packed industry client,” Minto said. working with these students to any
aspect of the business from Accounting market for sports business.” of my colleagues with other sports
to Law, Analytics and Sports Marketing. According to Farmers Insurance Open organizations looking for new
With a focus on experiential learning This spring semester, SDSU SMBA CEO Marty Gorsich, the Open has long opportunities to positively impact their
and nestled in one of the largest sports students worked with the Farmers maintained a close relationship with business.”
markets in the country, the San Diego Insurance Open on analytics-based SDSU Sports MBA.
State Sports MBA program produces strategies, including a pricing model Sports MBA students have also
graduates who enter the workforce for its new “ULTRA Pass” ticket, which “They did the heavy lifting on the benefited from the arrival of San Diego
as independent, adaptable leaders, includes unlimited beer and seltzer. analytics, with limited effort on our end, Wave FC, the newest addition to the
capable of tackling any challenge the National Women’s Soccer League,
world of sports can throw at them. and the current No. 1-ranked team in
the league.
While some may come to Southern
California for the beaches and “We’ve been standing by to assist
sunshine, SDSU is about its business. Wave FC with any and all front-office
With a campus set in the heart of needs from the moment the team
Southern California, SDSU students get was announced,” Minto said. “Nearly
the opportunity to hone their craft in half of our class is working their home
the real world with a variety of partner games as ambassadors, and we look
organizations in the industry. forward to being the club’s primary
source of interns and hired talent for
“If you’re looking to work in sports, many years.”
it’s absolutely imperative to work in a

[email protected] @SDSUSPORTSMBA BUSINESS.SDSU.EDU/SPORTS-MBA

26 SPECIAL ADVERTISING SECTION  I  SPORTS BUSINESS JOURNAL JUNE 13-19, 2022

Preparing the Industry’s Future Leaders WHEREVER YOU ARE
IN YOUR CAREER
The Preston Robert Tisch Institute for
Global Sport at NYU brings the industry’s AN NYU SPS
most extensive toolkit to its students. GRADUATE DEGREE
CAN POSITION YOU
If there’s one thing that can bring the world together, it’s love of sport. From the FOR SUCCESS
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fandom is universal. No one understands this better than the faculty of the Preston PRESTON ROBERT TISCH INSTITUTE
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But that’s just one facet of the programs under the Tisch Institute’s umbrella. From
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edge programs prepare students to lead in a myriad of sports management positions. it is critical for future leaders in this field to acquire the insights,
“Our mission is to develop sports industry leaders who can thrive in a changing tools, and connections needed to effectively compete and
world,” says Daniel G. Kelly II, who holds a doctorate in Sports Management and is succeed in the global marketplace. The Preston Robert Tisch
the Academic Director of Graduate Programs and Clinical Professor at the Institute. Institute for Global Sport is an innovator in sports business
The Tisch Institute is uniquely positioned to do just that. With 10 full-time faculty education, uniquely positioned to deliver curricula that
members, 100 adjunct professors and a support staff of 10, students have access focuses on the critical emerging areas in sports—technology,
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professional sports organizations worldwide, and an unparalleled advisory board,
which includes Val Ackerman, Commissioner of the Big East Conference; Gary MS in Sports Business
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“as is our continuing relationship with 1,200 alumni. This is a value-add and gives us theory with industry specific analysis and knowledge that is immediately
a presence in the industry that is unmatched.” applicable in the sports professional’s working environment. Core courses
As an example, the NFL has turned to the Tisch Institute for help developing that are designed to provide a strong business, marketing, and finance
leadership talent for the future. “Together we are invested in topics of authenticity, foundation, enhanced by the opportunity to chart your personalized focus
investment banking, team building and leadership,” says Kelly. “We bring the area ranging from global sports media, to sports operations, sports law,
NFL cutting edge research and talent trained in a holistic program of leadership eSports, or one of a dozen other choices. Students gain an unmatched
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The Tisch Institute is bringing its best practices to the NFL, helping the league to capital of the world—has to offer.
meet the expectations of the future regarding diversity, authenticity and serving as
a mission-driven organization. “We have so many resources and extensions globally MS in Global Sport
that we bring to this relationship,” says Kelly.
The MS in Global Sport is a 36-credit, low-residency master’s degree
Tisch Institute in Germany at Signal Iduna Park, home to Borussia Dortmund (BVB) program that is completed in just 12 months, beginning in September of
Soccer Club, (left to right) Aditya Srivastava, Fadi Hamdi, Danielle MacMillan, each year. The program, which is designed for busy professionals from
Mishgahn Omer, Dr. Daniel Kelly II, Rocio Perez, and Caroline Fitzgerald around the world, is offered predominantly online, complemented by your
choice of three or four one-week residencies—in New York City and at NYU
In addition to partnering with the NFL, the Tisch Institute has placed its graduates global locations worldwide. Students acquire knowledge and critical skills
in a wide array of professional sports organizations, including FC Barcelona, Major in key facets of sports business including digital media and marketing,
League Baseball Players Alumni Association, Maple Leaf Sports and Entertainment analytics, leadership, finance and economics, and sports law, while building
and Liga MX, the top professional soccer division in Mexico. Upon graduation from their global sports industry network.
one of the Tisch Institute’s graduate programs, 92% of students have found work
within six months, and 93% of undergraduate students have achieved the same. APPLY TODAY Contact us to discuss
This leads to an extensive alumni network, which proved particularly important your best option
when the pandemic shut down in-person classroom teaching and learning in early Gain the NYU education Phone: 212.998.7100
2020. “Lockdowns were jarring to our students, so we created a sports industry that will set you apart and Email: [email protected]
networking database,” explains Kelly. “We recruited 80 alumni to serve as mentors, empower you to build a Visit: sps.nyu.edu/tischinstitute01
which gave our students unique access in the industry.” stellar career. Apply: sps.nyu.edu/gradadmissions
These alumni, in combination with the Tisch Institute’s modern sports management
curriculum, lead to well-prepared talent ready to take the helm on a global level.
“We embrace technology and the understanding of fan behaviors, providing our
students with tools they won’t get elsewhere,” says Kelly.
To that end, students take courses in blockchain technology, 5G, virtual reality,
sports analytics, esports and consumer behavior. They examine and research
topics like female sport fandom, the African American sports consumer and the
generational differences between fan avidity among Baby Boomers, millennials
and Gen Z. The goal, says Kelly, is to “skate where the puck is going,” as “The Great
One,” Wayne Gretzky used to do.
In all, the Tisch Institute develops three to five new courses each year, and provides
students with in-person, international travel to experience sports management at
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who are prepared to understand consumptive behaviors,” says Kelly, “so that they
can step into leadership roles upon graduation.”

NYUSPS Office of Strategic Marketing and Communications

JUNE 13-19, 2022 SPECIAL ADVERTISING SECTION  I   SPJOobRTNSuBmUbSeIrN: EaS2S12J2O-U0R7N44AL Pub/Issue Date: Sports Business Journal 06/13./22 27

Product: MS SPORTS Date: 6/6/2022

Size: 4.47” x 11.83” Artist: pw

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UNIVERSITY OF SOUTH CAROLINA 12 consolidated credit hours to The Master of Sport and
ANNOUNCES NEW COMBINATION allow students to save money and Entertainment Management (MSEM)
MBA/MSEM DEGREE time. Students would begin the MBA degree program is ranked No. 1
classes first and then continue their in the Southeastern Conference
course of study through the sport and among the top 20 in the world
and entertainment master’s degree (SportBusiness 2021). It is based in the
curriculum. Courses are taught by acclaimed Department of Sport and
experienced faculty in subjects Entertainment Management within
ranging from leadership and finance the College of Hospitality, Retail and
to venue management and sport Sport Management.
and entertainment marketing.
More information on the MBA/MSEM
“Having one of the top programs combination degree at the University
in sport and entertainment of South Carolina is available at
management now connected go.sc.edu/MBAMSEM.
directly with the MBA programs will
A new graduate degree program students’ return on investment and bring an additional industry strength
offered by the University of South career advancement opportunities. to the Moore School,” said Satish
Carolina will allow students to earn Jayachandran, Associate Dean of
Master of Business Administration “Students no longer have to pick Graduate Programs at University
(MBA) and Master of Sport and between an MBA or MSEM if they of South Carolina’s Darla Moore
Entertainment Management (MSEM) are interested in both,” said Matt School of Business. “It can create
degrees in just two years. Brown, Chair of University of South opportunities for an immediate return
Carolina’s Department of Sport on investment for students, opening
The University of South Carolina and Entertainment Management. up professional roles where MBA-
is home to some of the best “This new combination master’s level skills are highly sought after and
master’s degree programs in the degree provides students with a compensated for the value they
nation for sport and entertainment comprehensive program that will bring to an organization.”
management and business give them a competitive edge in
administration. South Carolina’s MBA/ the industry.” With the No. 1 international MBA
MSEM combination degree allows in the nation, South Carolina’s
an accelerated path to earning The MBA/MSEM combination degree Darla Moore School of Business
two world-class degrees, maximizing offers a specialized curriculum with has built a reputation of success
for its top-ranked offerings. The
one-year MBA program provides
a rigorous curriculum designed to
have an immediate impact on a
student’s career.

LEALFEDRAEORRMNS Congratulations to
Susan O’Malley,
The Department of Sport and Entertainment SBJ Class of
Management at the University of South Carolina 2022 Champion
is like no other program in the world. Learn from
award-winning faculty who unite theory and senior instructor and first
practice at the highest level. Gain valuable career female president of a
experience and build connections with renowned
scholars and industry executives while earning professional sport franchise
your degree. Let’s do something big together.
Danny Morrison Stephen Shapiro Sporty Jeralds Todd Koesters Khalid Ballouli
sc.edu/hrsm/spte
professor of practice professor and past senior clinical associate professor associate professor
* Shanghai Ranking & CEO World and past president of editor of Sport instructor and former and past VP of and president of
the Carolina Panthers Marketing Quarterly manager of the marketing and sales the Sport Marketing
Charlotte Coliseum for Churchill Downs Association
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UofSC Sport Business 2022 Half Page.indd 1 SPECIAL ADVERTISING SECTION  I  SPORTS BUSINESS JOURNAL 5/12/22 11:49 AM
28 JUNE 13-19, 2022

USF SPORT MANAGEMENT PROGRAM UT AUSTIN ONLINE SPORT MANAGEMENT
FOLLOWS THE SCIENCE MASTER’S PROGRAM

The University of San Francisco’s Sport Management graduate program The Department of Kinesiology and Health Education at The University of Texas
is following the science – that is, the burgeoning business building up at Austin offers an online program for anyone seeking a Master of Education
around data science in the sports world. (M.Ed.) degree in Sport Management. Our online program offers the same
benefits as the in-person program, but with the flexibility to complete it from
USF is also switching the program degree to a Master of Science (MS) anywhere. The program focuses on several aspects of sports management,
after 31 years as a Master of Art (MA) curriculum. including business and marketing, resource management, law, ethics and
leadership.
“The program’s core stays the same, but by shifting to a MS degree, the
strong data analysis emphasis allows us to communicate to students and Gain a better understanding of the sport industry and build the skills needed
employers that we are going to be more aligned to the requirements to take your career to the next level.
of the industry going forward,” explained Michael Goldman, Associate
Professor, Sport Management Program, University of San Francisco.” ON YOUR TIME
A total of 10 three-credit courses are required to earn a degree and courses
The program already teaches social and digital marketing capabilities are completed in six-week sessions. Finish quickly or take more time – it’s
and skills. These include third-party data considerations as well as up to you. You can continue your professional career while completing the
changing algorithms so that students can master data analytics for course schedule.
marketing, communications and sponsorship.
ADVANCE IN YOUR CAREER
Alumni say the data-centric curriculum is already paying dividends. “It is Learn the management skills necessary to manage organizations, people,
critical for us to know how to collect quality data, how to speak to the facilities, marketing strategies and events related to sports. Our program
data, and how the data tells the story of partnerships drawing business allows students to accelerate their career path, making them qualified and
to our sponsors,” explained recent graduate Eric Adlawan, Coordinator, competitive candidates for executive positions in the sport and recreation
Partnership Development, Golden State Warriors. industry such as high school sport administration, collegiate athletics,
professional sport organizations, fitness centers, youth organizations and parks
Eddie Maisonet, Senior Editor, ESPN, a USF alumnus and adjunct and recreation departments.
professor, said: “We lean on data science the most to understand current
performance, past performance and to project future performance.” ACCESS THE UT AUSTIN ALUMNI NETWORK
Students in the online program have access to the strong alumni network of UT
The 23-month USF program uniquely offers the same courses with Austin, including the internship program with UT Athletics, special events such
the same instructors at its Downtown San Francisco campus and the as Playing the Long Game conference, and various networking opportunities.
Orange County campus in Southern California. UT Austin has alumni in professional sports, college athletic departments,
marketing agencies, nonprofit sport organizations and major events.
The program’s large alumni base creates internship and career
opportunities. Since courses are taught just one night each week, Be a Leader. Be a Longhorn.
Goldman said there’s more time for career-based educational
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JUNE 13-19, 2022 SPECIAL ADVERTISING SECTION  I  SPORTS BUSINESS JOURNAL 29

SPORTS MANAGEMENT AT CARTHAGE: graduate who works as a Membership
LEARN FROM THE PROS Service Representative for the NFL’s
Washington Commanders. “I learned
By capitalizing on its connections and location, Carthage College is molding about the sales process even before I
a uniquely suited master’s program in Sports Management. started with the Commanders, which
gave me a great foundation to build
What sets the Carthage program apart is its ability to tap into a diverse and on.”
powerful network for guidance and guest instructors. After helping faculty to
develop the graduate business track, heavy hitters from the sports world serve As part of the graduate program,
on an advisory committee that continues to supply regular input. students in small groups do consulting
for clients in the sports industry – often
Committee members hold top positions with professional sports teams, startups from around the world. The
broadcast networks, marketing companies and major sports venues. Their hands-on work culminates with an
active involvement opens the door to powerful internships and ensures that intensive capstone project each May.
Carthage students sharpen relevant skills. As travel restrictions eased, the 2021-
22 cohort wrapped up in Barcelona.
The roster includes: There, students devised and presented
marketing and business development
Craig Leipold Peter Feigin Daniel Diaz plans for a fledgling professional rugby
team that’s trying to attract local fans.
(Committee President of Carthage alumnus
Chairman), the NBA and Director of Sports Management is one of two parallel tracks at Carthage – the other is
Owner of the NHL Milwaukee Bucks World Cup, Olympic Business Design and Innovation – that lead to a Master of Science degree in
Minnesota Wild and Cross-Platform business. They share a valuable common core.
Partnerships at
NBCUniversal Media. That was important to Nate Rodriguez, another 2021 graduate who landed
a position as an Account Executive with the Windy City Bulls of the NBA
G League. He appreciates that the commitment to equip “well-rounded
professionals” extends beyond sports.

“Classes in emotional intelligence, team building and leadership prepared me
just as much,” he explained.

Alongside the master’s track, Carthage is developing related offerings
for undergraduate students. The Front Office, a newly formed student
organization dedicated to sports management, reached almost 25 members
by the end of its first year.

“We really did our homework before launching,” said Professor Greg Barron,
Director of the Sports Management Program. “We spent significant time
meeting with and hearing from executives about the curriculum and what it
should look like, and what experiences we should include.”

The 10-month master’s program can either be taken online or in person.
Carthage’s picturesque campus stands on the Lake Michigan shore, midway
between Chicago and Milwaukee.

After acquiring his degree in 2021, Will Jurgensen landed a job as a Corporate The appeal is natural. Encompassing nearly a quarter of Carthage’s enrollment,
Partnerships Account Executive with the Wild – a prime position for a huge the School of Business and Economics has a variety of majors that lead to a
hockey fan. Bachelor of Arts. In addition, about 40% of the college’s students compete in
NCAA Division III athletics.
“The Sports Management faculty at Carthage genuinely care about your
success,” he said. “They can’t give you the job, but they’ll give you everything Graduate and undergraduate students alike benefit from the college’s
you need to go and get it.” ongoing Spotlight on Sports speaker series. Prominent guests have included
Green Bay Packers legend Donald Driver and Olympic gold medalist Jackie
A Global Perspective Joyner-Kersee, two retired athletes who continue to make an impact through
business and civic involvement.
Classes are taught two nights a week, making them accessible
for working professionals as well as full-time students. In weekend It’s an approach that ensures Carthage graduates hit the ground running.
workshops, guest instructors lead deep dives into topics like Sports and “Our students will be very disruptive in their thinking and highly innovative
Recreation Experience Design, Sports Law and Collective Bargaining and in everything they’re doing,” said Barron. “They’ll be using best practice
Sports Psychology. disruptive design tools and high-performance team thinking as they enter the
industry, designing innovation into all the work they do.”
“The master’s program helped me the most by teaching all the different
avenues you can take in the sports industry,” said Emma Hryzan, a 2021 program

30 SPECIAL ADVERTISING SECTION  I  SPORTS BUSINESS JOURNAL JUNE 13-19, 2022

WANT A JUMP ON
YOUR CAREER
IN SPORTS?

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OPINION

My father beat the often are. If that was the case, my dad wouldn’t
Soviets in hockey. This is have been able to step in and shut out the New York
Islanders when an unexpected injury sidelined
Bernie.

That’s what happens when you give people the
space they need to focus and do the work: They
what he taught me about perform.
Sometimes second chances happen. Relish them,
but don’t expect them.
passion and teamwork. Long before the game between the Flyers and the
Red Army, my dad lost to the Russians as a member
of the Canadian Olympic team. Since a pro career
seemed out of reach at that point, he thought that

I T WAS 1976, and the Philadelphia Flyers were phia Flyers were known for their physicality. Sure, was it; he’d never have a chance to prove he could
playing a Moscow-based team known as “the they had plenty of future legends on their squad, beat the world’s best team. He did, of course, and
Soviet Red Army” in a game rife with bad blood. but opposing teams didn’t just bemoan Philly’s tal- he always said beating the Soviets was a highlight
of his career. But even if he never got another shot

The pregame trash talk led to an extremely physi- ent; they bemoaned the bruises. to avenge that loss, I know my dad would have been

cal battle for the puck, and yes, at one Granted, your company probably happy.

point, the Russians left the ice in pro- BY CHRIS isn’t known for highlight-reel body Before and after his time on the ice, my dad had
test. They ultimately came back, only STEPHENSON checks that scare even the most hard- a successful career in business. That’s just the kind
to lose by three goals in one of their ened Soviet pros. But I bet you have of guy he was: resourceful and agile. Those traits

only defeats that year. an edge — something that makes your served him well when the NHL came calling. He

My dad, goalie Wayne Stephenson, team or your brand distinctive. My never expected to be in the net for the Flyers during

allowed just one puck to pass him into the net. advice is simple: Use it. their playoff run in ’75, but he capitalized on the

Decades later, that Philly-Russia matchup remains All too often, organizations try to mirror the com- opportunity presented to him — and that May, he

one of the most memorable highlights of my dad’s petition and lock themselves in a vicious cycle of drank from the Stanley Cup.

10-year career in the National Hockey League. It “keeping up with the Joneses.” But the Flyers didn’t One of the key ingredients of my father’s success

was a career that, in many ways, he never expect- mimic the Soviets’ style in ’76, and neither did the was his ability to discard any doubt that an event

ed to have: The NHL never seemed to have an inter- U.S. Olympic team when they faced off against Rus- might not occur and plan for it regardless. That

est in my father, until one day the St. Louis Blues sia in the “Miracle on Ice.” They identified their mindset was how he was fully prepared to compete

called our house, reminding us Stephensons to own style and embraced it, and because of that, they in two career situations he never imagined being

always expect the unexpected. won. If you do the same, you’ll win, too. part of in the first place.

That was the first of many lessons my dad’s NHL TOP PERFORMERS NEED CLEAR HEADS You never know if you’ll get more than one chance
career taught me — lessons that still shape my ap- AND SPACE TO FOCUS to land a dream client or make a big splash in a

proach to business and consulting. With the Stan- niche industry. But if you do, make sure you’re

ley Cup Final upon us, and businesses of every kind I learned the importance of hyper-focus time from prepared — and leave nothing on the table.

facing complex challenges, I thought I’d share some my father, who was always passionate about prep- ALWAYS CARE FOR THE PEOPLE
IN THE TRENCHES WITH YOU
of those lessons with you. aration. Even when he was the backup to future
Hall of Famer Bernie Parent, my dad still put in The importance of compassion and empathy can’t
YOU MUST LEVERAGE the time needed to prep for the opponent whether
WHAT MAKES YOU YOU
he was scheduled to start or not. Imagine if he had be overstated. Even when you’re pressed for time

When my dad was minding the net, the Philadel- been bogged down by menial tasks, as employees or coping with the red tape and mundane tasks

mentioned above, I urge you to channel my dad’s

teammates.

My father’s fellow athletes stood up for one an-

other even when they were managing disagree-

ments on and off the ice. The perfect example is

Bernie Parent. Bernie and my dad played the same

position, but instead of competing with one an-

other, they saw themselves as a two-

Key lesson from person team within a larger
the late veteran organization.
goalie and elder
Stephenson: When my father passed away in June
Discard any doubt 2010, Bernie was one of the first to call.
that an event Years later, he pulled me aside at an

might not occur event to share some kind words about
and plan for it my dad. That’s the kind of colleague
regardless. we need now more than ever — the kind

of person who cares deeply for you and

the people in your life.

The X’s and O’s matter, but so does passion, hard

work and heart. The team that drinks from the Cup

this year will have all those in spades — and so will

the most successful businesses.

Chris Stephenson is an entrepreneur and consul- Getty Images
tant with more than 20 years of experience. He is the
managing principal of product innovation at Grant
Thornton LLP.

3 2 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

SPORTS BUSINESS JOURNAL

CAREERS

On the Move

Changing places and
positions around the industry

BASEBALL TABLER MURPHY GROEN BRINKMAN ALEXANDER

Major League Baseball named RILEY FORT to senior manager, client MULTITEAM COMPANIES
FRANCESCA DEPALO partnership marketing services; and RYAN JACOBSON to senior
coordinator. manager, client services; and hired JAIME AMB Sports and Entertainment named
THOMAS as director, client services; TAYLOR SCOTT KEGLEY vice president of digital
BASKETBALL FOY as client services coordinator; and strategy. Kegley was executive director,
OWEN STEFFAN as administrative digital media and innovation, for the
The Golden State Warriors named TRACY coordinator. Minnesota Vikings.
PARKES director of partnerships, esports.
Fenway Sports Management hired WILL BSE Global hired ADINA ALFORD ERWIN
BETTING SHAMES as director, brand strategy and as executive vice president of business
business development, for its consulting and operations. Erwin was general manager of
PointsBet hired ANSLEY O’NEAL as vice events team. Barclays Center.
president of brand strategy and marketing.
O’Neal was partnerships manager, global Finn Partners named ZACH GROEN vice SOCCER
partnerships, at the International Olympic president of its sports division. Groen was
Committee. director of communications at the Big Ten Charlotte FC hired STEPHANIE SNYDER as
Conference. ticket services manager.
COLLEGES
Full House Solutions promoted MICHAEL TECHNOLOGY
The University of Wisconsin hired DREW BRINKMAN to director of partner success.
TURNER as ticket sales manager. Sorare named AALOK KAPOOR head of
M&C Saatchi Sport & Entertainment marketplace.
ESPORTS North America promoted BETSY KAPLAN
to senior account executive. Vozzi named JAMES DARLINGTON chief
Misfits Gaming Group and Unpause business officer.
Media hired RAFAEL HUEZO as head of Sportfive hired DAVE CORREA as vice
agency. president of commercial partnerships. TENNIS
Correa was director, global partnerships
Riot Games promoted JAKE PERLMAN- and media sales, at WWE. The Western & Southern Open hired MATT
GARR to global head of corporate ALEXANDER as vice president of revenue and
development. Two Circles named SAMANTHA BILZI marketing. Alexander was vice president of
commercial sales lead. Bilzi was director of sales and marketing at Kentucky Speedway.
GOLF global partnerships and business
development for U.S. Ski & Snowboard. OTHER
The LPGA promoted BRIAN CARROLL to
executive vice president, global media MEDIA Amazon hired JOE CLEMENTI as an NFL
distribution and partnerships. marketing strategist in its sports brand
Barstool Sports promoted DAVID BLATTMAN partnerships division.
HOCKEY to senior director, head of production.
Audible named CASSIUS FLEMMING
The Los Angeles Kings hired SEAN ESPN hired CARRIE ROBINSON as manager director of sports programming.
TABLER as vice president of live events and of diversity, equity and inclusion. Robinson
ANDREA MURPHY as vice president of was director of diversity and inclusion at Fanatics promoted BRANDON WILLIAMS to
marketing and creative. Tabler was the Los the University of New Haven. senior director of global communications.
Angeles Clippers’ director of game
presentation, and Murphy oversaw U.S. Fox Sports promoted CYNDEE MCCARTHY The College Football Hall of Fame named
distribution and ad sales marketing for to senior vice president, programming and CHRIS WOOD vice president of development.
Sony Pictures Television. logistics, and ANNE PENNINGTON to Wood was senior associate athletic director
director of media relations. for development at the United States
MARKETING Military Academy at West Point.
NBC Sports Group hired AMY ROSENFELD
Altius Sports hired BRITTNEY WHITESIDE as senior vice president, Olympics and WWE named CATHERINE NEWMAN
as vice president of collegiate partnerships. Paralympics Production. Rosenfeld was vice executive vice president and head of
Whiteside was deputy athletic director at president of production for ESPN. marketing. Newman was chief marketing
the University of Virginia. officer at Manchester United Media.
Turner Sports named JALEN MITCHELL as
Aquarius Sports and Entertainment NHL marketing coordinator. To have your personnel announcements
announced the promotions of BRANDON included in ”On The Move,”
ROLLINS to senior director, client services; please send information to
[email protected].
W W W . S P O R T S B U S I N E S S J O U R N A L . C O M
JUNE 13-19, 2022 | 3 3

CLOSING SHOT

The crew came to
North Carolina to
put their skills to use
and to highlight the
possibilities for other
women.

Cultivating Careers

A group of women who worked at this month’s U.S. Women’s Open golf tournament
is out to show there’s room for all in the male-dominated field of turf management.

BY DAVID BOURNE

SUN ROESSLEIN WAS working toward her master’s in where women make up Sun Others taking
sports management, targeting a career as a softball only about 2% of the mem- part this year in-
coach, when she landed a summer job on the grounds bers, she said. Roesslein
crew at the home of the Atlantic League Lexington
(Ky.) Legends. It wasn’t long before she made a major The group at Pine is shown cluded golf course
decision in that minor league ballpark. Needles ranged from one tending to superintendent
student who just finished the course Renee Geyer, who
She would go on to finish her degree, but Roesslein her freshman year of col- at Pine said that after three
decided to target a career in the male-dominated turf lege to those who have 20- Needles
management industry, where she found that the grass plus years in the industry.
was indeed greener. They worked on machin- Lodge & Golf years of college for
ery, mowed grass, set pins, Club.
This month, Roesslein was part of a group of 30 raked bunkers and re- a completely differ-
women who maintained the course for the U.S. Wom- paired divots to keep the
en’s Open golf championship at North Carolina’s Pine course pristine. ent degree she trans-
Needles Lodge & Golf Club. It was the second year in
a row that she and other women used the U.S. Wom- The concept originated at last year’s Open at San ferred to turf school “because I
en’s Open to showcase the opportunities available Francisco’s Olympic Club, where Troy Flanagan,
in turf management. director of golf maintenance, decided to spotlight realized that I didn’t have to do
women in the turf industry. Kimberly Gard, a terri-
“Women can rock this industry, absolutely,” Roess- tory manager with agriculture company Syngenta, something just because someone else
lein said. “We want to be visible and maybe inspire joined the effort and helped pull together 29 to assist
someone to say, ‘Hey, that looks like a real cool thing with the event. Gard continued to carry the torch by thought it was a good idea. I had to
to do, I’m going to check into that.” organizing this year’s group. They used the hashtag
#seeitbeit to amplify their mission. live my life for myself and no one
There’s plenty of room for growth. Roesslein is
president-elect of the Sports Field Management As- Roesslein is based in Golden, Colo., where she is else. I wanted to find a way to be on the golf course
sociation, where women make up only 4% of the sports stadium manager at the North Area Athletic
membership. It’s a similar story at the larger Golf Complex. She has over 17 years in the industry. and make a living out of it.”
Course Superintendents Association of America,
Another golf course superintendent, Tonya An-

derson, grew up mowing yards for extra money. She

was introduced to turfgrass management her first Courtesy of Sun Roesslein (2)

year of college at the University of Tennessee. “Look-

ing back, I feel like I’ve always been in the industry,”

she said. “I just didn’t know it.”

The women are eager to grow the next generation

of women in the turfgrass industry. Already, discus-

sions are underway to continue the effort at next

year’s Open at Pebble Beach and beyond.

3 4 | J U N E 13-19, 2022 WWW.SPORTSBUSINESSJOURNAL.COM

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