Flexibility. The often-used word throughout the sports industry in 2020 was a consistent thread as we approached our 17th annual 50 Most Influential Executives in Sports Business list. We had to be flexible and think differently. We couldn’t approach this list as we had in the past, because the business we’ve written about is so dramatically different than it was 12 months ago. We saw how influence shifted from the names and companies who are generally recognized on this list to other segments: to those that focused their energies on bringing sports back safely, and to the players who set the agenda on sports’ role in society. In addition, we felt it would be insulting to rank these leaders, as they’ve worked tirelessly and often collaboratively for the betterment of sports. This approach may raise a lot of eyebrows, disappoint some or be criticized by others, but it was a pretty easy decision when we thought it through.
We also repositioned the list from the 50 most influential executives in sports business to 50 entities that influenced the sports business. Yes, it’s subtle and nuanced, but it’s also important. Here’s what you’ll see: We doubled down on management and labor. We felt that without their cooperation and exhaustive effort, sports wouldn’t have returned. On the league front, we recognize the steely leadership of the commissioners, but also the 24/7 efforts of league leaders across the enterprise, which was evident in the painstaking details of getting games going again or conducting competition under safe conditions. On the commercial side, the business negotiations with partners were all-consuming yet sustained because of the trust developed over many years. All departments across leagues — commercial, operations, legal, medical — had to be aligned.
The lessons shared across sports were pivotal, and the sports that returned swiftly and successfully make up a big part of this list. I remember SEC Commissioner Greg Sankey saying he spent one weekend over the summer reviewing the hundreds of pages of NASCAR’s return-to-racing guidelines to help him shape the SEC’s football policy. So many leaders learned from what the PGA Tour, PBR, UFC and WWE did to conduct their events, and I don’t think Lisa Baird gets enough credit for what the NWSL did in successfully showcasing how a bubble-type environment could work in Utah. They all influenced the sports business, as quite simply, sports don’t return without those efforts. That is mirrored on the labor front, as in addition to the influence of the union leaders, we saw the important voices that emerged among the likes of LeBron James, Chris Paul, Nneka Ogwumike, JC Tretter and others, and their efforts to build consensus among their colleagues. There are more athletes than ever recognized this year.
A couple of other elements stand out:
Michael Jordan makes the list for the first time for various reasons, but foremost for me is the impact of “The Last Dance,” which came at just the right time. ESPN’s 10-part documentary did more than chronicle the Chicago Bulls dynasty. It showcased the global reach of sports and Jordan’s influence on the sports business we know today. Jordan’s voice only grew more important in the NBA’s return-to-play efforts, the social justice movement and by launching a new NASCAR team with Denny Hamlin while bringing Bubba Wallace on as a driver. Jordan really found his voice in the business this year.
The Miami Dolphins’ Stephen Ross and Tom Garfinkel seemed to be out front time and again in how a sports organization can help its community. The Atlanta Hawks’ Tony Ressler and Steve Koonin didn’t influence the sports industry through power in the league office, but in showing how a sports team can aid society, especially in facilitating voting and serving as a model for other sports facilities to follow.
We will be questioned about those missing from the list, and we recognize the importance so many have had on the industry in the last year. We are light among team owners because we felt the center of influence sat at the league level. It was difficult to leave off the corporate brands that underwrite sports, as they proved to be great partners by understanding the environment and showing patience. The agencies that do so much to connect the industry were also challenging omissions. Casey Wasserman was an important voice on social issues and within the Olympic movement. Leaders at Endeavor — Ari Emanuel, Patrick Whitesell and Mark Shapiro — were behind the successful return of the UFC and PBR, while IMG Academy was instrumental in the WNBA’s return. CAA Sports — led by Mike Levine and Howie Nuchow — was a constant confidant of commissioners, team owners and players. Similarly, executives at Octagon, Excel and Boras Corp. were instrumental in working with leagues and events as they navigated a return. But in the end, we kept coming back to the efforts by those at the leagues, governing bodies and unions, all of whom proved their value and influence by preserving the sports business during a global crisis.
First Look podcast, with more details about how we approached this year’s Most Influential list, at the 24:20 mark:
Abraham Madkour can be reached at amadkour@sportsbusinessjournal.com.
