29. Networking Tips for a Career in Sports Business with Host Matt Farrell
About the Farrell Sports Business Podcast
Interviews with news makers from sports business to talk leadership, entrepreneurship, industry news and their unique career paths. Hosted by Matt Farrell, President of Farrell Sports and former Golf Channel, USOPC, USA Swimming and Warner Bros.
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Episode 29 - In this episode of the Farrell Sports Business podcast, the host Matt Farrell delves into the critical role of networking in the sports industry. He emphasizes that simply submitting job applications is often insufficient due to high competition. Instead, building personal connections and utilizing various resources, including LinkedIn and informational interviews, are essential strategies for success. The discussion also covers effective networking tactics, the importance of professional appearance at events, and leveraging social media for career advancement.
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Welcome to the Farrell Sports Business podcast. This week, we're going to take a little bit of a detour from the guest and interview format and dive into a topic that I get asked about a lot from people who are trying to break into the sports business, elevate their existing job, or get that first job. It is about networking and there's really no straight, simple, short answer to networking. So we're going to take this topic and dive in a little bit. LinkedIn,
what it's like at a networking social event, your social media profile and resources that you can use to improve your networking skills. So let's dive in.
This is such a fun topic of networking and this is probably going to be one of those things where you're going to have to do a hundred little things as opposed to one big thing to be successful at networking. But I have to say this off off the top and it the job sites that are out there for searching for jobs whether that be indeed or linkedin or some of the sports specific ones. Those are great. They're great tools. But if you think that
you go to those sites and hitting submit is enough to actually get that job, then it's unfortunately, it's just, it's flawed thinking because those jobs in most cases and especially in the sports industry are getting inundated with applicants. So just merely hitting submit through an online form is not enough. And so that's why building these connections and networking and
really creating a personal connection with someone doing the hiring is really important. And that's where we're going to dive into
So if there's one lesson about this is really your connections are what's going to make this work. This is not a, it's not what you know, it's who you know. That can be a lazy way of thinking in my opinion. And yes, we tap into and utilize our network, but we still have to be qualified. We still have to do the job. I'll give you one quick personal example. I've had eight jobs in my personal.
from immediately post-college to my consulting business today. Only one of those did I just apply for a job and get it. Every one of them, every step along the way came from someone within my network and someone that I built a good relationship with and quite honestly built respect. but my first job working for USA Swimming came out of an internship.
That led to a job at the US Olympic Committee, now called the US Olympic and Paralympic Committee. I got a job at Warner Brothers. That came through a vendor and partner we used while I was at the USOC. And those connections enabled me to return to the Olympic movement, both in a digital role with the USOC again, and then ultimately the chief marketing officer at USA Swimming. That...
And those connections of working with NBC in the Olympic world led to an opportunity at the Golf Channel, which is owned by NBC. So you can see the path. I had to do the job. had to do the work. But the really kind of truth and reality of the whole thing is by knowing people and being a known quantity, it made my job path a lot easier. And the same holds true with my consulting business today.
The type of clients that I work with typically come from word of mouth and in a few exceptions really just having a strong LinkedIn profile to create new opportunities and new introductions based on my social media presence.
First, let's dig into a few resources that are really, really helpful. And I'm going to start with that because this is where you're going to learn about companies, learn about names, learn about people who do a similar job that you either have or that you want. And knowing the industry is so important when you're looking for a job working in the sports business, you have to know what you're talking about. It's more than just being a fan. In fact, being a fan boy.
is not desired in most cases, but that's a topic for another day and usually gets people pretty wound up on TikTok with comments, but I digress. So we won't go there today. So a few resources to really follow the sports business. And some of these are paid. Most are free, but searching for jobs, teamworkonline.com, the clubhousecareers.com.
You can certainly use the typicals, LinkedIn, Indeed, Google, even. or there is a job that you like, even try go finding that at the organization or that Teams website as well. That's a good way to go direct.
From a news perspective of keeping up on industry news, the Sports Business Journal has a plethora of different options from newsletters to website to podcasts to in-person events. So Sports Business Journal has the Sports Business Daily Newsletter, the Sports Business Buzzcast each weekday. It's about a 10-minute update on industry news that I think is extremely well done.
Some other podcasts that I like and newsletters, both Sportico. Sportico has the Sporticast which is just a little more of a fun and lighter, but actually very substantive podcast on the business of sports and taking some topics and doing a little bit more of a deep dive. Front Office Sports.
newsletter and they also have front office sports today, a podcast, a little longer format and a little bit of a mix of news updates and timely interviews. and then one relatively newer is that I'm just getting a feel for, but I really love the concept around is called Offball and it's a new website.
that in newsletter that's really looking at the cultural side of sports. Less about X's and O's and wins and losses, but what is the culture of the sports business, whether that be lifestyle, music, fashion, things that are kind of off the field of play or the court or the field. And that's been a fun one. And I think that's going to do well of just really having a different angle and take on the sports world.
So those are some areas just to study up and follow people and track them. You see somebody in an article and a pod, hear them in a podcast, be checking out their LinkedIn and trying to make those connections.
One of my favorite tactics for networking is called the informational interview. Now for those who are a little bit introverted in life, this is harder, not going to sugar coat it, but here's the, here's the, the way it works. You have a company that you want to work for and you see somebody who works at that company or that team or whatever it is. And they are a,
higher rank with you, they have more experience, and you reach out to them on email or LinkedIn and ask them for a 15 minute informational interview. Now, in most cases, people will do that. Sometimes you'll get blown off for sure. But here's the key, is when you ask for an informational interview, they know you don't need anything. You may want something long term.
But the whole point of the informational interview is not to need something. And here's kind of the dirty little secret or trick to this is most of us who work in sports or beyond, we're a little bit flattered. We love to talk about ourselves. So if a student or somebody else, a job seeker says, I, you know, wants to learn about me and my career path. Okay.
I might have to carve it out. It might take me a week or two or longer to get it on the schedule, but most times I'll probably do it to help out because we've all been there. But here's the deal from the job seeker standpoint is a, you have to stick to 15 minutes, be respectful of their time, stay true to the request. It is about to ask them about their career path. You're not making a pitch. You're not, you don't need anything.
You truly want to learn from them. So you're there to be a listener first. This is not an interview where you feel like you've got to blah, do some big word salad of things and make your pitch. No, this is the opposite of that. You're trying to learn from them
by them kind of having the chance to share some of their career path and hopefully a little bit of insight and advice to you, you've actually made a long-term connection. And when it comes time to come back to that company or you see that that person is connected to another one on LinkedIn and you want a recommendation or a referral, you've built a natural relationship. And so then from there, you can just keep a natural recurring
relationship going. Sometimes that may be just a quick note on LinkedIn. Hey, I saw you were quoted in the Sports Business Journal or FOS and hey, great job. That was a really interesting interview. Again, you don't need anything. You're just trying to establish some valuable communication. And then at the time you do need something, you actually come in with a greater perspective and you've built a relationship with them that you're not the
person who is always needing something and you've built a natural relationship. So I'm a huge fan of the requesting a 15 minute informational interview. And by and large, you're going to be successful with getting people to do it. even if you have to be a little bit flexible on, on timing, but if you do two of those a week, you can see the multiplying effect.
of how that builds your relationship and builds your network for future job searches.
Another opportunity is sometimes a networking or a career day, a career fair. If you go to many schools will host these, especially if you're in a sport management program, which has some benefits there of being in that funnel, if you will, of sports management programs where it's a night, usually a couple hours, and there might be tables or booths set up around the room.
and you have to just walk in and meet people. And so again, the introverts of people who are a little bit shy, this is actually your best opportunity because everybody knows exactly why they're there. The polar opposite of that is you see somebody who you want a job from, you know, with the local sports team and you see them at the grocery store or you see them out at another sporting event.
or something like that. That's a strange interaction because they're there for their own personal reasons. When people are at a networking event, those are the rules of engagement. Everybody knows why they're there. So even if you're a little bit nervous or a little bit more shy, that's the time to completely get over it and just walk up and introduce yourself.
attire, dress comfortably, but you want to dress one notch ahead of what you think the professionals in the room. So you don't have to go suit and tie if you're a guy. It's nice, but even just a nice sport coat and an open collar is certainly fine. And sometimes even khakis and a polo of your favorite team is actually OK as well. But I would try to go one step higher.
Be assertive. Come in and good firm handshake. Introduce yourself. And in my case, I have a boutique consulting business called Farrell Sports. It's okay that they haven't heard of my business. I'm not the Denver Broncos. I get it. Or the Denver Nuggets. So if they come up and introduce themselves and say, Hey, I'd like to learn a little bit about Farrell Sports. That's great. And that's a perfect intro.
If it's the Denver Broncos or a big brand name that you recognize, you don't want to ask them who are the Denver Broncos. I think that would be disqualifying. But if you want to say, Hey, I'm Matt Farrell. I'd love to learn more about the internship program with the Denver Broncos. That's a perfectly natural way to get into it. And you get both people talking. If you have a business card, it's old school.
but that's nice. They're super cheap on places like Vista print. It just creates an impression that most of your peers aren't going to do. Do a little preparation in advance what teams and leagues and personnel are going to be there. So peek at my LinkedIn, before going to these networking events. and then just have a little bit of a time clock in your head, knowing that these are,
condensed times and a lot of other students want to meet these professionals and the professionals want to meet a handful of students, just have a little bit of an internal three to five minute clock where you introduce yourself, you exchange some back and forth and you exchange information, whether that be a business card, resume or whatever it might be, but make that strong impression and then follow up after.
the session and I will tell you without fail I'll go to these events I might meet 20 students on a given night two of them will actually follow up that's about it so you think you're in this ultra competitive environment and you are because sports is competitive but at the end of the day
It's these simple things of even if it's an email the day or so after, hey, it was great to meet you. Remember I was the one who did X or I was the one from X city and we talked about this topic. Just know that I met 20 people and I may need a refresher on who people are. And so reintroduce yourself and reestablish that relationship. Then you, from there, you go back to info interviews. If you're in the same town,
ask that person for coffee and just over time build that
and the last thing, and I will say this is 99 % of the time, the guys. Sometimes it's the women, but try to travel solo. Don't travel in a pack of three. That's more comfortable. I get it. But really you're there for yourself and traveling in a pack of three where now I have to introduce myself to three people and everything just gets condensed.
And sometimes one person ends up dominating that conversation. And so you've done yourself a little bit of injustice by traveling as a wolf pack.
LinkedIn. LinkedIn is a great tool. Really build out your profile. Create a professional profile pic. Use the background image to reinforce the type of work that you like or experiences. So don't just leave that blank. It can be a beauty shot of your campus, but I'd rather see you do a beauty shot of, you know,
the football field at your campus or basketball if you worked with that program or soccer or tennis or a swim team, whatever it might be. So use that to communicate who you are, but also be looking for people from your hometown on LinkedIn to connect with people who went to your school. I went to the university of Arkansas. if the university of Arkansas student,
reaches out to me on LinkedIn, I'm exponentially more likely to respond and connect with that student because my education in Arkansas meant a lot to me. And so I want to help and I want to pay it forward. So as you're looking for a job, let's say it's a soccer team in Colorado Springs, be looking for people from your school who work there, who people from...
your hometown who might live in Colorado Springs now, you're just looking for all those connections to reach out for that informational interview and really use that to take three or four degrees of separation that you might have from that job poster or hiring manager and shorten that connection where they now recognize your name. They might
Either A, take that resume and at least give it another look online or in paper, or pass it on to somebody else within their organization. Say, hey, I talked to this man. I talked to this woman. You might give them a second look. All of those little things help and help create separation from those around you.
I do want to add one other thing on the resources side that, that can actually be very helpful. And Tik Tok is actually one of them. I think Tik Tok, yes, it's a mindless scrolling and escapism for me as well, but it's an incredibly useful business tool. And so there are a few accounts out there that I think are really, really helpful, especially for working in the sports business.
Okay, I'm a little bit older. I've got 30 plus years of experience and there are some actually newer voices, people in their twenties who are giving their perspective on working in the sports business. So a few accounts that I like are Maggie Atkins, M-A-G-G-I-E Atkins underscore, Brie Murray, B-R-I-E dot Murray, M-U-R-R-A-Y.
And then there's another service that who's actually going to be a guest on my podcast coming up next week called next great step. And it's next underscore great underscore step. And those are just some good follows. If you find it in your heart and you want to follow my tick tock at Matt Farrell underscore, that's great too. But you can glean a lot from these and a lot from the comments and how people answer questions. And they're just always good to pick up a little, little tips and perspective.
of breaking in or what it's like working in the sports business.
So if there are some major takeaways to this whole thing, networking is the key. Hitting submit on an application is not going to work most of the time. It's just too competitive. It's hard. Networking is extremely fulfilling over the course of your career and how you use that network. And they utilize you. And it becomes symbiotic.
But it's hard. And especially for those of us who might be a little more introverted and shy, you've got to put yourself out there. But at the end of the day, it's really going to be the difference between winning and losing. And unfortunately in the job search, there's no second place trophy. So I would love to hear your comments and thoughts and other questions about networking. We can tackle that in a future episode. For now, good luck in your job search.
Follow along, hit subscribe if you're watching on YouTube, leave a comment and a review. Always feel free to follow along on TikTok as well and ask your questions there. Thanks, and this is the Farrell Sports Business Podcast.
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