 |
| Covarrubias |
Sometimes, more is better.
John Covarrubias certainly thinks so.
Covarrubias' marketing focus is no longer on just the two sports giants in Anaheim, the Mighty Ducks and Angels. Now he is concentrating on selling multiple sports and live entertainment events all at once, including running events, concerts and collegiate sports.
Covarrubias was named vice president of corporate sales for Pro Sports & Entertainment Inc., closing out an eight-year career with the Mighty Ducks and Angels.
He will oversee corporate sales and sponsorships for events Pro Sports & Entertainment owns, operates and promotes, including the Verizon Millrose Games indoor track and field event and the Long Beach Marathon.
What is the biggest challenge of your new position?
Trying to learn as much about this company, and the products we have to sell, as quickly as possible.
What is your business philosophy on your industry segment?
We have so many different types of opportunities related to corporate sales because we try to package as many events as possible into individual sponsorships. We don't have to have as many advertisers because we introduce five to six events and hopefully our partners will buy into each one.
You are focusing in on many events at once as opposed to your past job, where you had only two teams to concentrate on. What are the benefits and disadvantages to this?
It's a challenge and it's exciting at the same time because in working with one or two teams, you can become comfortable in what you do. You learn it, you master it, you can do it in your sleep.
With this new position, we approach advertisers and corporate partners with a diverse listing of events, which enables greater business and gives you new challenges to work with every day. Regardless of whom I talk to, with one of the many events we own or control, I'm going to find a great opportunity for that particular advertiser.
What areas do you want to improve in?
I came from management, where I wasn't always involved in sales. Now, I'm 100 percent in sales. I need to get acclimated to listening and working with advertisers on what their needs are.
What are two things you wish you could change about the sports business?
I'd like to change the perception that the value of a property is based on wins and losses — that's not necessarily true. There are loyal fan bases that stick to their teams every year, no matter the win-loss record, and advertisers can still draw interest there.
The second thing is, I'd like to decrease escalating player salaries. It's putting a damper on pro sports. You see the salary increases and the owners have minimal choice but to raise costs, which ultimately affects the fans.
What's the best career advice you've been given?
Honesty is the best policy. You have to treat people well, and sometimes [it's] hard to tell a business partner the truth. But at the end of the day, people will respect you.
What's one thing your fellow co-workers don't know about you?
That my birthday was this past Friday [Jan. 9]. I didn't tell anyone.
Alisha Puckett is research associate for The Sports Business Daily, a sister publication.
