A few consistent themes that I’m keeping top of mind as we grind through this strange and challenging time.
COMMUNICATION, CONNECTIONS AND COMMUNITY
First, communication. I know it’s trite, but effective communication is hard, and you have to be relentless at it, which leads to successful overcommunication. There are many great examples I’ve picked up on. Golden State Warriors President and COO Rick Welts has been doing virtual town halls with staff with outside speakers, and he and Heat President Eric Woolworth have been writing staff nightly emails on organizational updates. At the University of Illinois, Athletic Director Josh Whitman has a series of weekly calls with staff members and athletes, including one a week with the entire athletic department staff and another for student athletes and their families. Remember that WNBA Commissioner Cathy Engelbert stressed that you need to articulate your points 10 to 12 times before people really remember and absorb a message. So, while it takes time and energy, consistent communication and messaging is crucial during these anxious days.
When it comes to community, connection and belonging, I took a page from Bill King’s look at leadership in this issue. Retired U.S. Army Gen. Martin Dempsey acknowledged that so many of us are experiencing fear, and the one antidote to fear is a sense of belonging. Sports organizations can be that connector. At our CAA World Congress Comes To You, SSRS founder Rich Luker warned sports organizations “don’t be out of sight and out of mind” during this time. Connect directly with your fans, partners and clients in a real, human way. There are so many examples: More than 10,000 fans participated in a Los Angeles Dodgers Zoom event to share stories with players, coaches and alumni. A Milwaukee Brewers happy hour with prominent club personalities drew 1,000. And on a smaller scale, I loved what the Pittsburgh Penguins did when players and staff made personal phone calls to season-ticket holders and corporate sponsors — 15 to 20 calls to brighten some spirits and stay connected. Keep asking how your organization can connect and offer a sense of belonging.
PATIENCE WITH A SENSE OF OPTIMISM
Let’s try to be patient while remaining hopeful and optimistic. These are hard days, and in fact, I believe our hardest days are yet to come. We’re into mid-May and we can say the road ahead isn’t very clear or entirely encouraging. But we must endure. In a recent interview, Learfield IMG College President and CEO Cole Gahagan said he is highly optimistic that not only is the sports business going to come back, but it will return with an energy and fervor unlike anything we’ve ever seen in our careers. It will take some time, and won’t happen overnight. But how satisfying will it be to be a part of that? So, in these long, confusing days, let that be your North Star.
While we’re on that journey, please let’s take care of ourselves. I have heard countless stories of friends and associates not sleeping and a stress-induced 24/7 schedule. We are all working harder than ever. But I appreciated Cathy Engelbert’s message of offering “SMOR: Small Moments Of Recovery.” I don’t always follow that advice, but let’s try. We’re working so hard to maintain business, some momentum, some normalcy and comfort for colleagues and staff. Here’s hoping we’re smart enough to take our own small moments of recovery.
LEADERSHIP
Sports has been and must remain a leader during this crisis. So many people, athletes and organizations in sports are doing amazing work and leading initiatives to inform the world, improve public health and help those less fortunate. From the NFL raising more than $100 million for COVID-19 relief as part of its draft, to what Michael Rubin is doing with his All In Challenge, to the “Real Heroes Project” support by so many leagues that honored front-line medical workers, the efforts are important and powerful. I’ve heard from so many creative leaders who are brainstorming ways a “Live Aid of Sports” will galvanize the country and raise hundreds of millions for relief. We must keep leading.
Finally, I need to mention, again, executive leadership. For our leaders in sport — you know who you are — as Martin Dempsey said, you will need big shoulders, as you are carrying a lot on them.
Please keep leading with humility. Don’t be afraid to say “I don’t know.” Because at this time, we don’t know, and that’s OK. Lead with humanity and empathy, and let’s hope this perilous time brings out the best in all of us and especially the people leading sports. Let’s trust in them to do the right thing.
First Look podcast, with Abe’s take on MLB salary news, team refund polices, and how politics play into the overall recovery of sports, at the 21:15 mark:
Abraham Madkour can be reached at amadkour@sportsbusinessjournal.com.
