Name: Alan Jacoby
Title: Vice president, U.S. Smoke less Tobacco Co. Challenger Tour and event-development, Professional Bull Riders
College: Michigan State University, bachelor of science, criminal justice
Resides: Colorado Springs, Colo., and Scottsdale, Ariz.
Grew up: New York City
Previous job: President, CEO, Ovation Entertainment; maintains position as founder and president, Impact Entertainment
Family: Wife, Tanya; sons, Jason and Drew
Favorite movie: "Field of Dreams"
Last book/magazine read: Barron's
CD he listens to most: Tom Petty
For 17 years, Alan Jacoby has had an interest in Western-themed entertainment. Thanks to Professional Bull Riders, he now has a personal investment in the future success of bull riding.
Jacoby was recently named PBR's vice president of the U.S. Smokeless Tobacco Co. Challenger Tour and event development.
A former executive with Golf Digest and Tennis magazines, Jacoby has coached tennis legend John McEnroe, has served as a consultant to ESPN and most recently has thrived on his own in promotions and entertainment.
Jacoby will oversee and develop sponsorships, promotions and television opportunities for PBR's Humps N' Horns Tour (entry-level league) and Challenger Tour (secondary league). The Built Ford Tough Series is PBR's major league, consisting of a 29-city tour and 45 riders.
What is the biggest challenge of your new position?
My biggest challenge is to get the Humps N' Horns Tour to where it's a very sellable event because we have over 75 events in line. The challenge is going to be to make sense of it all for our sponsors and start selling the property so we can grow it.
What is your business philosophy on your industry segment?
Keep everything on an equal playing field. You have some promoters who are bigger and some who are smaller, but you have to treat everybody the same.
What areas do you want to improve in?
Western-themed entertainment has always been one of my strengths, and I've basically been involved with bull riding since before the PBR began. I think we have a good story to sell to nontraditional sponsors, and I'm looking forward to expanding and building our sponsor base.
What are two things you wish you could change about sports business?
Financial structure. The financial aspect of bull riding is manageable — you don't have to pay a bull rider a six-figure guarantee just to show up and compete in your event. I wish we could go back to the simpler days when it just wasn't all about the money. I wish sports could be about the pride of competition, like it is in bull riding.
What are some of the key ingredients that make PBR such an attractive sell, and buy?
No. 1, the production is state-of-the-art because the opening of the show is worth the price of the ticket. Secondly, since Sept. 11 and the terror factor that has occurred in recent years, America is going back to its roots where tradition and loyalty means a lot more to everybody now. PBR and the cowboy spirit talks to those needs. The third factor is the product itself. You have 150-pound guys riding 2,000-pound bulls.
What's the best career advice you've been given and/or the best advice you can give?
You've got to pay your dues. People need to learn from the bottom up, not just come in and expect to be a top executive.
Alisha Puckett is research associate for The Sports Business Daily, a sister publication.
