SBJ/March 12 - 18, 2007/Forty Under 40

Brian Rolapp


Brian Rolapp
Age: 34
Title: Vice president, media strategy
League: NFL
Education: B.A., Brigham Young University, 1996; MBA, Harvard Business School, 2000
Family: Wife, Cindy; children, Drew, 9, Will, 6, Catherine, 3, and No. 4 due in June
Career: Investment banking analyst, CIBC World Markets, 1996-98; director of corporate business development, NBCU, 2000-03; has been with the NFL since 2003.
Last vacation: Orlando, all the parks with all the kids
Last book read: "Blood and Thunder, An Epic of the American West,” by Hampton Sides
Last movie seen: "The Queen”
TV shows you never miss: "Lost,”"The Office,” "Frontline”
Pet peeve: Being late to meetings
Best sporting event you’ve ever attended: Super Bowl XXXVIII (New England defeated Carolina 32-29 in February 2004)
Fantasy job: Starting quarterback for the New York Jets
Executive you most admire: Andy Grove. As head of Intel he always understood the disruptive effects of technology. He said "a fundamental rule of technology says that whatever can be done will be done.” Words to live by in our business.
Business advice: Never confuse action with progress.

Brian Rolapp may be at the center of the NFL's burgeoning digital world these days, mapping out how the league's valuable games and other programming will be distributed.

But it wasn't so long ago — just a little more than a decade, in fact — that he was about as low down the sports totem pole as one can get. In college, HBO Sports employed Rolapp as a runner in Las Vegas, meaning essentially he fetched coffee for the likes of Jim Lampley. And when NBC Sports came to Utah for Jazz games, the BYU student would chauffeur personalities such as Greg Gumbel and Hannah Storm.

"I'd love to say I drove them around and I was bright and engaging, and that they said, ?This guy is going to be something,'" Rolapp said with a chuckle. "But, of course, that wasn't the case."

These efforts did indirectly lead to the NFL, though. Embellishing his expertise with HBO and NBC, he and a college roommate convinced a radio station to put them on the air with a sports talk show. Let's say the limited listener response led Rolapp to realize that while he liked sports and entertainment, he might be better suited to the business end.

After college, he moved from Wall Street to business school to NBC, where he helped integrate large cable acquisitions such as Bravo and Universal. There he met Kim Williams, the chief financial officer for NBC's West Coast division — and a Forty Under 40 honoree this year as well.

When the NFL Network poached her in 2003, Williams recommended that the league also approach Rolapp. He jumped at the opportunity.

Since arriving in the sport, he has been in the thick of the recent renewal of TV contracts, creating an NFL Mobile channel with Sprint and, most recently, taking control of

The owners voted to take in-house last year, and that process should be completed by summer. Leading the integration charge is Rolapp, who must increase the staff from eight to 90.

His principal challenge remains to develop the strategy to combine all of the league's old and new media assets and opportunities, while working with the 32 NFL clubs and their individual efforts.

He describes as the hub and the 32 team Web sites as the spokes. The teams are not allowed to use game footage or highlights, but Rolapp hopes that with the NFL centrally running the league's Web site, there will be far more chances for content sharing and business synergies with the teams.

— Daniel Kaplan

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