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Game Changers

Tracy Marek, Cleveland Cavaliers

Photo by: AARON JOSEFCZYK

A
s chief marketing officer for the Cleveland Cavaliers, part of Tracy Marek’s job is to grow the NBA champion Cavs’ brand beyond the city of Cleveland. That effort has brought a slew of initiatives, ranging from the team’s “All For Ohio” slogan as part of a push to become a regional franchise, to the creation of its new Wine and Gold Nation club geared not toward season-ticket holders, but to fans of all ages who don’t have access to tickets yet want to feel close to the team.

Tracy Marek
CLEVELAND CAVALIERS,
CMO AND SENIOR VICE PRESIDENT, MARKETING
It’s part of an intense focus by the organization to boost fan engagement around the LeBron James-led franchise.

“Connectivity has become more important,” said Marek, who has worked for the Cavs since 2003. “It’s about how do we take the momentum and move it forward. Part of it is being very aggressive in terms of being accessible.”

Marek’s push for fan accessibility could be seen this past spring, when the Cavs held sold-out watch parties at Quicken Loans Arena for all of the team’s road playoff games, a rarity in the NBA. The events entailed far more than simply opening the doors of the arena for fans to watch the game on the video board.

“We did a full game presentation as if it were a home game,” Marek said. “The only thing that was different was that the team wasn’t here.”

For Marek and the Cavs, even the most routine marketing efforts are treated differently. Consider that for most NBA teams, a bobblehead night typically is viewed as a one-off promotion with the giveaway distributed to a limited number of fans attending the game. Not so with the Cavs. A Cavaliers bobblehead night means everyone who comes to Quicken Loans Arena gets the promotional item.

“People want a tighter connection to the team, and it is our responsibility to create that for them,” Marek said. “From a marketing perspective, it’s ‘How do we foster a commitment?’”

— John Lombardo

  • An attribute I look for when hiring: Enthusiasm. Energy is contagious, and I love being around people who can raise the level of excitement and creativity in a room just by being there. Enthusiasm is a very valuable trait in the sports industry and is often a good indication that a person has an open mind to new ideas.
  • A networking tip I’ve learned: Listen. People like to share their story, and having the patience to listen before speaking is a great way to start a relationship.
  • Biggest challenge I face working in sports: Making sure I find time to really think about the future with the depth and consideration that I would like to. We are in such a fast-paced world where wins and losses can influence our strategies and workflows. It can be a challenge to get out of the day-to-day, but it is the most critical thing we need to do.
  • Best advice I’ve received for career development: Take risks. I have made career moves based on stepping outside of my comfort zone to try to learn something new.
  • Most memorable sporting event attended: I attended a New York Yankees game at Yankee Stadium in 1983. It was my very first professional sporting event and was the exact moment that I decided that I wanted to work for a team.
  • Causes supported: The American Cancer Society, through the Relay For Life Program. I walk and raise money for the Mary Ellen Marek Sunlight Project, an effort I began to honor my mother, who passed away from cancer in 2001.

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