Breaking into the Sports Industry: Insights from Industry Experts
By Conner Poulin
The intersection of law and sports is a captivating field that offers diverse opportunities for those passionate about both worlds. As many people as there are interested in both spaces, how do you stand out from the rest? Working for a league, a team, or an athlete is a coveted role that few are able to obtain. However, it is possible and below I will break down what some industry experts think is the best way to reaching that lofty goal.
This May, the Sports Lawyers Association (SLA) held its 49th annual meeting in Baltimore. The first panel was all about how to break into the sports industry. This article will talk about what that panel discussed and the best/most helpful tips I gathered from the session. My first recommendation, for anyone trying to break into the sports world, would be to join the SLA and attend the conference next year!
Moderator and Panelists:
- Moderator: Aaron Hernandez, Assistant Dean and Executive Director of the Allan Bud Selig Sports Law and Business Program at Arizona State University.
- Panelists:
- Marina Carpenter, Executive Vice President of Public Affairs & General Counsel for the Phoenix Coyotes
- Kristina Minor, Senior Athletic Consultant at Husch Blackwell, Former Assistant Director of Compliance for the Big Ten Conference, Rutgers University, and Northwestern University
- Todd Shumaker, Partner at Church, Church, Hittle + Antrim; former Assistant Director and Associate Director of Enforcement for the NCAA
- Robert Ollman, Corporate Counsel for the Phoenix Suns, Phoenix Mercury, Valley Suns and Footprint Center
- Laura Warren, Senior Vice President and General Counsel at Chicago Fire FC
Top Tips from the Experts:
These tips are not in any particular order and using this list does not guarantee that you will find your place in the world of sports law. However, listening to the advice of seasoned professionals can provide valuable insights. I could lay out the typical tips such as, network, find a mentor, work hard, but that would not be helpful. Instead, I have curated a list of tips that I have not heard elsewhere, or at least not as often.
10. Start anywhere:
Everyone has to start somewhere and our panelists all agreed that having anything sports related on a resume, even if it seems insignificant, is better than having nothing. Three of the panelists played sports in college and all five of them started as either interns or in a role outside of sports law. In other words, embrace any diverse opportunity that allows you to learn and grow. Whether or not the opportunity is in the sports world or even as an attorney, learning the intricacies of the industry and honing your skills are extremely important. All of the panelists noted that volunteering for something like SLA is a great way to meet people in the industry and show everyone who you are and what you can do! Aaron Hernandez emphasized, “You’re never too old to be an intern!”
9. Seek Feedback:
Going hand-in-hand with #10, without constructive feedback how can you expect to grow? Not everyone is willing to give feedback and some people will even go out of their way to avoid giving feedback for fear of how someone will respond. So, solicit feedback from peers, mentors, and supervisors to continually improve your skills. Be open to constructive criticism as a means of both personal and professional growth. Even the best athletes have coaches!
8. Be Proactive:
Taking initiative in seeking out new challenges and responsibilities can drastically improve both your abilities and your professional standing. An old rule in improv was to always say, “yes, and…” Whatever task is being offered up, whatever the project is, just say yes. Everything will be okay and even if you fail, it will be a learning experience that will better you long term. This can be as simple as taking on a difficult task at your firm or offering your time pro bono to someone in the industry. Volunteer your time and energy for projects, pursue additional training and certification, and continue to enhance your qualifications.
7. Build Meaningful Relationships:
Now before you start telling me that I promised not to include “networking” in my list, this tip is very different! Some claim networking is simply sending LinkedIn connections and brief emails. While that’s a great start, you need to form meaningful relationships with industry professionals that can assist you throughout your career. Cultivate relationships with peers, mentors, and other industry professionals who can advocate for you and open doors to new opportunities. Kristina said that she was always looking for, “people who can speak for [her] when [she’s] not in the room. People can’t speak for you if they don’t know who you are.” Also, remember to stay connected to people once you form those relationships. It’s hard to cultivate a strong relationship, it’s easy to lose one.
6. Stay Informed:
The panelists could not stress this enough! Keep up with industry news and trends. Knowing what’s going on is extremely important. This can be as simple as subscribing to a sports law journal, such as Sports Litigation Alert, reading what others are saying on LinkedIn, or joining professional associations. Try to read and take in as much information as you can.
5. Develop Transferable Skills:
You’ve heard the phrase, “dress for the job you want, not the job you have.” Well, this is similar. This may be a tip you have heard before, but having the right set of skills for the job that you want is arguably more important than how you dress. You could be the greatest attorney in the world; sadly, the Lakers probably still won’t hire you to be head coach. Cultivating a diverse skill set, beyond legal expertise, such as communication, negotiation, and contract drafting, are all valuable skills that are needed in various roles within the sports industry. As Kristina Minor put it, “Your job early on is to put skills in the bank.”
4. Be Adaptable:
Adaptability is crucial in navigating the diverse challenges and opportunities presented in both in-house and private practice roles. As I noted before, just say yes. Whatever challenge or curveball your career may throw at you, swing for the fences! Even if you strike out, you’ll get another at bat. Bobby (Robert) noted, “If you want it, you can get it.” Failure is okay and it is 100% better to fail at something than to never try at all. “You miss 100% of the shots you never take” – Wayne Gretzky.
3. Advocate For Yourself, but Stay Humble:
There’s a thin line between advocating and bragging. As often as you can, try to find yourself on the “good” side of that line. Do not hesitate to advocate for yourself and your contributions within your industry. Whether it’s highlighting your achievements or expressing your career aspirations, no one will know what you have achieved and what you want to achieve if you don’t say it. On the other hand, maintain humility and a willingness to learn from others. Recognize that every single person has something to offer regardless of their position or background.
2. Maintain Work-Life Balance:
This is likely the hardest tip for most legal professionals to follow. I know that I said “say yes to everything” but, you can’t grow your career if you’re burnt out. Prioritize your well-being and set boundaries; otherwise, it will be hard to sustain a fulfilling career. You don’t need to solve every problem and you shouldn’t focus on just the outcome. How do you eat an elephant? One bite at a time. Things add up and when you take on too many things too quickly, your work product may suffer. While I did say to always say yes, it is okay to also say no. If you’re the quarterback and you try to also do the wide receiver’s job, you won’t be the best QB you can be. Progress > Perfection.
1. Be Intentional:
This was the phrase repeated over and over again throughout the panel. All the tips I have mentioned mean nothing without intention. Reading twenty (20) articles is likely useless if they are about rocket science. Building a meaningful relationship with a screenplay writer, while nice, likely won’t help your professional endeavors. If you’ve made it this far into the article you clearly have a passion for sports, or maybe you’re just bored. Nonetheless, be thoughtful and purposeful with every action you take. There is only so much time in a day and walking a mile is great until you find out you went the wrong way.
Conclusion:
Entering the sports industry is a formidable challenge, but the experiences and advice shared by industry experts help to illuminate a clear path forward. It requires more than just passion; it demands strategic action, a willingness to confidently advocate for yourself, and an unwavering commitment to personal and professional growth. This advice from industry experts can help you navigate your way into the sports law industry and forge a successful career in this dynamic and rewarding field. The path may be winding and fraught with challenges, but with determination and a strategic approach, the goal is within reach. This field, like many others, rewards those who are prepared to seize opportunities and steadfastly pursue their ambitions with purpose and integrity. Remember, be intentional!
Bio: Conner is a recent graduate of the University of New Hampshire Franklin Pierce School of Law. Conner has spent his legal career working on complex contracts, intellectual property matters, and writing for Hackney Publications and UNH’s Sports Law Review. Conner is looking forward to continuing to write and hopes to break into the Sports world soon.
