Scott Butera was named commissioner of the Arena Football League on Sept. 22, replacing Jerry Kurz, who is now the league’s president. Butera comes to the AFL with no prior pro sports management experience but with a background in entertainment and hospitality. Prior to joining the AFL, he was CEO of Foxwoods Resort Casino. Butera said he plans to use that entertainment industry experience to raise the profile of the AFL.
“
The challenge, just like in the gaming industry, is fighting to have customers spend time with you. You are competing for time with other leagues and sports. It is not insurmountable or else I wouldn’t be here.”
 |
Photo by: GETTY IMAGES
|
About joining the AFL: I’m a big sports enthusiast and played football through high school and at Trinity College. My career has been in related industries; gaming and lodging are all part of entertainment. In terms of driving the business, we are selling great customer experiences whether it is at a hotel or at an arena. I like the fact that the AFL has an outstanding product. The game is a fun brand of football, and it’s very affordable.
His top priority: Just getting exposure for the league and [developing] more strategic partnerships. We need to get more coverage in the media. It is just getting the word out as to who we are.
How to raise the league’s profile: We have the right product. You have to use your relationships so people will invest in you and feel comfortable. It’s a matter of nurturing relationships.
How to build the sponsorship base: You have to have a product that they can trust. In our case, for a sponsor, there is an opportunity to grow with the league. With Foxwoods, we picked our sponsors not so much on what they could pay, but who did we want to align with and represent our brand. That is part of it, too.
Assessing the state of the league: It starts with ownership. You have to have owners who have solid financial backgrounds, have a love for the game, and have a presence in their communities.
About working with Jerry Kurz: I am a partner with Jerry. We will share in the decision-making. This is very much an open environment. Jerry brings a lot of history to bear and has great knowledge of the game. We will do this as a team.
