SBJ/March 18-24, 2013/Forty Under 40

Forty Under 40



Photo: ALLISON HARRELL / NFL
The NFL under the guidance of Hans Schroeder has morphed from a heavily TV-centric league into a multimedia force with a significant digital presence.

Since the beginning of 2012, the league has elevated its online reach into a top-five entity in comScore’s monthly rankings. It began streaming the Super Bowl live to online and mobile audiences and proceeded to set audience records in the process. It also saw the marked expansion of its TV Everywhere strategy for the NFL Network and NFL RedZone.

In addition, the NFL, under Schroeder’s watch, has seen its smartphone presence grow with the release of its NFL ’12 application across multiple platforms and NFL Mobile through league partner Verizon. The league’s in-house fantasy platform on NFL.com, now in its fourth year, has become a major industry presence as well, standing alongside category leaders from ESPN, CBS Sports and Yahoo.

“The appetite of our fans for more NFL content is insatiable,” said Schroeder, the league’s senior vice president of media strategy and development. “So it’s great to be able to grow in these emerging areas and give them new experiences like the Super Bowl online.”

Beyond the expanded distribution footprint for the NFL’s various digital elements, Schroeder has helped oversee the development of new products, such as footage from the All-22 coaches’ camera angle that was released to the public for the first time in 2012. Schroeder also is taking a lead role in pushing the NFL into advanced statistics and analytics.

“A lot of things, like [the] All-22 angle and the Game Rewind product, really help us engage with fans outside of the core Sunday and Monday game windows,” Schroeder said. “We see big opportunity going forward in those other parts of the week.”

— Eric Fisher



Age: 39
Title: Senior vice president, media strategy and development
ORGANIZATION: NFL
Education: A.B., American history, Princeton University
Family: Single
Career: Merrill Lynch, investment banking analyst (Chicago and Sydney); Ask Jeeves (later Ask.com), director of corporate development (Emeryville, Calif.); NFL since 2001

WHAT KEEPS YOU AWAKE AT NIGHT: Recently, “Homeland.” Just started watching the show and could not stop.
How do you strike a work-life balance? Take pride in your work and put in your best effort, but force yourself to make time for the important things.
Best business advice received: Surround yourself with great people.
Worst advice received: Any action is progress.
PERSONALITY IN A TWEET: #interestingquestion. Not really a tweeter @SBJSBD, but here goes … Honest, direct, sincere, loyal and fun loving would probably cover it
Farthest traveled from U.S.: Ayers Rock (Uluru), Australia
REACTION TO FORTY UNDER 40 SELECTION: Mostly, Wow, what a great honor! But also a little of, Yikes, I can’t believe I am almost 40!
Guilty pleasure: Desserts
FANTASY JOB: President of Australia’s first NFL franchise in Sydney
Favorite movie line: “Crabcakes and football. That’s what Maryland does!” (“Wedding Crashers”)


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