6 Inside Ticket Sales Managers walk into an Arena…

Ok, it sounds like the great start to a joke, but in essence this piece is more about how those managers got into their coveted sports jobs.

I often get asked how I got my foot in the door in professional sports and the answer is usually a bit longer than expected.   Like many of those  whom I’ve crossed paths with, the opportunity that helped launch my sports career was being a part of an Inside Sales Department with the Chicago White Sox.  If you are looking for a book on the topic, check out Mark Washo’s Break Into Sports  (or find him on Twitter @BreakintoSports).  I’ve recommended this book to college grads looking to get into sports for a while.

As so many sports executives get their start in ticket sales, I figured I’d round up a few Inside Sales Managers around professional sports jobs and knock out a few simple questions to learn more about this revenue generating niche.  The group has over thirty plus years of combined experience in professional sports and includes;  Cody Haynes (Houston Rockets, NBA), Eric McKenzie (Cleveland Indians, MLB), Jude LaRose (Chicago Fire, MLS), Derek Iversen (Colorado Avalanche, NHL & Denver Nuggets, NBA), Travis Apple (Pittsburgh Pirates, MLB) and Jake Reynolds (Washington Capitals, NHL & Washington Wizards, NBA).

Insiders on Sports Jobs

1. Did you begin your sports career in an Inside Sales Environment and/or how did you ascend to your management role?

Jake R.-  Yes, I began my career in Inside Sales with the Indiana Pacers. I spent 4 months in Inside Sales before moving into a senior sales role. After a year with the Pacers, I spent two years in New York with the Giants where my first year was focused on selling PSL’s in preparation of opening their new stadium and in my second year, I transitioned over and focused on selling suites. I have now been with Monumental Sports and Entertainment for just over a year overseeing the Inside Sales group for the Wizards, Mystics and our partnership with Georgetown Basketball.

Cody H.-   I started off in Inside Sales with the Phoenix Coyotes of the NHL right out of college.  I was then promoted to Group Sales with Phoenix.  I then accepted a position as a Season Ticket Sales Executive with the Houston Rockets.  After 1.5 seasons as a sales rep I was then promoted to Inside Sales Supervisor.

Travis A. -  I started in Inside Sales in June 2007 with the Atlanta Hawks, Thrashers, and Phillips Arena.  From November 2007 to July 2008, I was in New Season Ticket Sales, and from August 2008 to September 2009, I was in Premium Seating with the Hawks/Thrashers.  Throughout my time in New Season Ticket Sales and Premium, I also held a manager in training position where I helped with training sessions, appointments, interviews, and other duties that the IS Manager needed help with.  In October 2009, I took over the Inside Sales position with the Pittsburgh Pirates.

Derek I.-I began working for Kroenke Sports & Entertainment’s as a Summer Sales Associate intern for the Denver Nuggets after graduating from college.  I was brought on as an Inside Sales Representative for the Nuggets and Avalanche, and from there moved on to an Account Executive role with the Denver Nuggets.  After two years as an AE, I was promoted to Manager of Inside Sales for the Nuggets and Avalanche.  In addition to managing the Inside Sales Department, this year I was also given the opportunity to manage the sales and service department for KSE’s NLL team, the Colorado Mammoth.

Eric M. -Yes, I started with the Phoenix Suns Inside Sales department immediately after finishing college. I then spent 3 years working in group sales with the Arizona Diamondbacks before accepting my first management opportunity in San Antonio with the Spurs. Most recently, I have relocated to Cleveland, OH to accept a new position with the Cleveland Indians.

Jude L. -  Yes, I did begin my sports career in an Inside Sales environment. After a seasonal position with the National Pro Fastpitch’s Chicago Bandits – from which I hold fond memories – I was hired as an Inside Sales Representative for the defending Arena Football League Champion Chicago Rush.  I cut my teeth with that club and worked alongside and for some really talented people.  I feel rather fortunate to have had the opportunity to learn from some great sports business minds during a time that we were having such success on and off of the field.  After three months on the job as an ISR, I was promoted to an Account Executive role, selling the full suite of ticket products.  From there, I was promoted to Senior Account Executive/Youth Football Coordinator.  My duties remained largely the same, with the additional responsibility of becoming a student of the Chicagoland Youth Football landscape.  We booked local area teams for pregame and halftime scrimmages with a ticket requirement tie-in and recognized the importance of youth development and participation as evidenced by our commitment to appearing at youth football year end banquet and award ceremonies.  After three years with the Rush, I moved on to the American Hockey League’s Chicago Wolves as a Senior Account Executive.  My responsibilities remained largely in line those of an Account Executive who is responsible for selling season and group tickets.  Since I can remember, I have always enjoyed leading and imparting any piece of information I had to share. The role of an Inside Sales Manager is one that has greatly appealed to me since the days I first recognized how much I enjoyed sales and acknowledged that I was developing my own sales philosophy through picking and choosing from the better sales minds of the world.

2. When did you realize you wanted a career in the sports industry?

Jake R.-  When I was in high school. I was fortunate enough to have a family member in the industry, so I was around it enough to know this was the business for me.

Cody H. –   I knew I wanted to work in sports upon graduation of high school.

Derek I. -  I went to my first ever NBA game in 2004, which happened to be Game 5 of the NBA Finals between the Lakers and Pistons.  Feeling the electricity in the arena that night when the Pistons won the NBA Championship was the moment I knew my dream was to work in pro sports.  When I was a junior at the University of Wyoming, KSE’s former VP Paul Andrews spoke to the College of Business about internship opportunities.  Following my junior year I applied for a sales internship and was not hired, but I was fortunate enough to earn an opportunity after graduation.

Eric M. -  As many sport-minded college students, I knew that I wanted to work in sports, but had always thought that it would be on the more attractive side (player or public relations, game ops, etc.). However, I visited Phoenix in February of my Junior year of college and met with one of their Group Sales Account Executives and fell in love with the business side of sports. Since then, it has always been my passion to work on the business side of sports.

Jude L. – If you played sports as a child and grew up with the sports teams of the ‘80’s and ‘90’s, it was difficult, at least for me, to watch the movie Jerry Maguire and not want a career in this industry.

Travis A. -  I always knew I wanted to do something in sports and through an internship experience at Mansfield Motorsports Speedway, I began to sell trackside banners and fell in love with the sales end of the business.  Throughout my senior year of college, I was applying for Ticket Sales jobs because that is where I wanted to be.

3. What is the most difficult part in managing an Inside Sales Staff?

Cody H. –  I would say keeping them motivated and not making their job seem boring.  Also, keeping the office fun and relaxed while still maintaining a serious, professional atmosphere knowing that we have aggressive goals to reach.   There are down times especially in the offseason where there is no excitement of the season.  They have to rely on self-motivation and a lot on myself to make their job fun.

Travis A. -  I think the most difficult part in managing an Inside Sales Staff is not having enough time in the day to make phone calls/go on appointments/ect. with 18 reps on a consistent basis.  I realized I have to give the reps the tools to succeed and they will have to implement them on a consistent basis.

Derek I. -  The most challenging part is motivating 10 different individuals with 10 different personalities that may be different from my own.  The things that drive me may be different from my staff, so getting to know what buttons to push takes some time.

Eric M. -  I think the most difficult part is also one of the most rewarding. When managing a successful Inside Sales Department you will consistently be promoting reps into Sr. level sales roles within your own organization, or perhaps, other organizations. It’s so exciting to see a rep that has given their absolute best over a 10-12 month program and finally get that “call up” to the Sr. staff. However, those constant promotions keep the Inside Sales Manager very busy with year-round recruiting, training and coaching of new reps in order to keep the pipeline full of future stars.

Jude L. -  I wish I could provide a better answer to this question, but with just a little bit less than a month under my belt, I feel I don’t have enough of a sample size to give a fair response.

Jake R. -  I have a large staff of 18 reps, so making sure I am able to spend quality time with each of them and help them get better every day.

4. What do you find the most rewarding about your role with your team?

Eric M. – The most rewarding part of my role is in getting to work with hungry, energetic and positive professionals. Surrounding yourself with those types of people will always challenge you to bring your best, to keep a positive attitude, and to always look for ways to improve yourself.

Travis A. -  The most rewarding part of my job is seeing an Inside Sales Representative go through IS and then land a full-time job and become a #1 rep in another department or with another team.  It’s always great to get calls from other managers saying I am so glad I hired “person”, do you have anyone else just like them that I could hire?

Cody H. -  I really enjoy when someone I went through the interview process with and hired is very successful within the sports industry.  It makes me proud to see them get promoted within the industry and grow as an individual and professional.

Derek I. - Being able to offer someone their first opportunity to begin a career in sports, and watching them grow as a salesperson and a business professional is very rewarding.  There is a major sense of satisfaction in watching that light bulb turn on, and watching the progression of talented employees.

Jake R. -  Being able to mentor and coach young, talented people and watch them to take that next step in their career.

Jude L. -  I would take great pride in knowing I had a hand in helping young sports professionals realize and actualize their dreams.

5. What is the most unique sales contest you’ve set up or been a part of?

Derek I. - My favorite contest to run is our Fantasy Sales Contest in the fall.  Each representative owns a fantasy team, and every week they select a colleague to be their starter.  Teams earn points based on their own performance as well as their starter for the week.  Weekly prizes are up for grabs, as well as grand prizes for the top three teams at the end of the contest.  It is fun to see individual competition combine with an element of teamwork in the department.

Jake R. -  Deal or No Deal. I had 30 envelopes posted on the wall of my office that contained prizes ranging from a $5 Dunkin Donuts gift card to a bonus day off to an iPod touch. The sales rep that had the most revenue for that day picked envelope and was then given an offer from the bank(myself). The rep then decided whether to risk what was in the envelope or take an offer they were sure of. It was a great contest that engaged the reps on a daily basis became very competitive and helped drive a tremendous amount of revenue.

Cody H. –  2 really stand out to me.  The first is an individual contest where each rep starts of with an $1,000 bonus.  Each day that the rep doesn’t sell $100 is taken away.  Money is a huge motivator on our floor as you would imagine.  The second is a team contest based on the game of poker.  Each team gets a card when they make a sale that qualifies.  They can either pull from the stack or steal a card from another team.  We printed oversized cards and placed them on the wall.  Poker rules apply to determine the winner.  This game really got our floor’s competitive juices flowing.  The winning team wins a cash price.  We have also given away trips and cruises as well.

Travis A. -  Trip to Barnsley – Each individual had a goal to hit for FSE’s and Revenue and when they hit the goal, they were able to get on a bus to Barnsley Gardens which is a resort where you could golf, enjoy outdoor activities, etc.

Eric M. – From my experiences, any contest that includes a beach or Vegas has always been well received. However, there have been 2 others that have stood out from my experiences:

1. My favorite as a rep was one in Phoenix where we were asked to submit the 10 things we would most want to have in this world if we had $1 million. Management then took one item from each person’s list and rolled out a contest where the winner got to pick one thing on the list, and they didn’t have to pick the item they originally chose if they saw something better. The winner ended up taking a 4 night cruise for 2 out of San Diego.

2. My favorite in management was a contest where reps earned ping pong balls for different hustle and revenue components. At the end of each week we would pull winners from the “lottery” of ping pong balls for gift cards. At the end of the contest we chose winners for the large grand prizes. Included were courtside seats for a game, a resort/spa/golf package for a 3-day weekend, and a cruise.

Jude L. -  At the Rush, we had a sales contest which was centered around the World Series.  The season ticket pricing levels and number of units sold helped determine our point system which was modeled off of the elements of baseball play i.e. home run, triple, bunt, double play.  Our Ticket Manager sent out a press release before the contest commenced.  It set the stage and gave everyone a laugh.  As each sale came in, the ticket staff would receive an e-mail in the form of a play-by play describing what the rep just sold: “And Dooley sits on a curveball and goes yard with three full seasons in the yellow.”  We had our fun with it.

Qualities Sports Jobs Candidates Should Have

6. What are six adjectives that describe candidates you look for?

Jake R. – Passionate, competitive, intellectual curiosity, coachable, driven and Confident

Cody H. – Self-motivated, Creative, Passionate, Well-spoken, Positive, and Caring/Team player (Everyone within the organization helps each other.  At the Rockets, we have a “One Team” mentality.)

Derek I. – Confident, Enthusiastic, Articulate, Personable, Dedicated, Desire

Jude L. – Aggressive.  Positive.  Personable. Open. Energetic. Hungry.

Eric M. - Positive, honest, hard-working, ambitious, aggressive, persistent and humble (I know, that’s 7) 

Travis A. – Work Ethic, Competitive, Coach ability, Confident, Commitment and  Passion

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About Tyler Johnson

Tyler Johnson is an innovative thinker inspired by the likes of Bill Veeck, Jon Spoelstra, Pat Williams & Brooks Boyer. Currently working for Kroenke Sports & Entertainment as a Group Sales Account Executive for the Denver Nuggets. Prior he worked as the New Business Development Executive with the Chicago White Sox. Tyler has also worked directly with the inventor and creator of Arena football and also for Mike Ditka’s former Chicago AFL franchise. As a former collegiate athlete and business sensed individual Tyler ventured to combine his passions to get into the business side of sports.

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Whether we choose to call ourselves entrepreneurs or self-employed sports professionals, we all need to maximize our efficiency, increase our daily energy, and care for ourselves on several levels. The 5 tips below will propel you forward toward a healthier vocational life.

1. Think Nutritional Plan, NOT Diet

A diet is associated with deprivation. A nutritional plan is choosing the right foods so your body and mind can operate at maximum efficiency. As a sports professional, you have freedom to plan your weekly meals much in the same way you started your own business. You didn’t go into business haphazardly; you proactively planned, you purchased the right equipment, and you had a vision of what you wanted your business to become.

Here are some simple changes to proactively plan your nutritional program:

• Choose fresh produce and food products.
• Combine a portion of protein and carbs with each meal. Eat carb portions the size of your fist and protein portions the size of your palm
• Graze throughout the day, eating 5-6 smaller meals instead of 3 big ones.
• Water. Water. Water.

Benefits - *Feel better overall

*A higher metabolism will cause you to burn calories more efficiently

*Your energy and strength will be steadier during the day

2.  Exercise/Stretch the EZ Way

Being a solo sports professional means you have the freedom to go to the gym when you want to. It also means you can creatively create your own exercise program without leaving your home. Helpful websites to help you develop your unique program design are: www.stretching.name and www.exercise.about.com.

Benefits - Exercise:        *Reduces body weight and body fat %

*Builds healthy muscles, bones, and joints

*Improves psychological well-being

Stretching:   *Increases flexibility

*Improves range of motion for joints

*Promotes better posture and relieves stress

3.  Sleep – Yes, you need it!

As a solo sports professional, you are the Janitor, the CEO, the Administrative help, and Accounting dept. Proper project planning will allow you to pace yourself with enough time to successfully complete your projects. Consider outsourcing the less desirable or time-sucking activities.

Benefits - *Rejuvenation of mind and body

*Gives internal organs a chance to detoxify and cleanse themselves

*Restores the body’s natural energy and rhythm

*Promotes clarity of mind and thought

4.  Self-Time – turn “them” off – emails, cell phone, Blackberries, t.v., radio

You’re a devoted, dedicated sports professional who still needs re-grouping time. Tell the key people in your life of your decision to turn off your gadgets for a certain time each week.

If you’re a single parent, it may be possible to trade time with another self-employed parent. Have a set time one day a week to remove yourself from the cyber-world and all things electronic, even for an hour. Take a walk, go for a swim, or cook something if that is your happy place. Take time to do something just for you.

Benefits – *Renewed energy

*Refreshed mind

*Gives your ears and eyes a rest

*Greater sense of autonomy and power

5.  Personal/Spiritual Meditation – it’s worth the time to stay balanced

Whatever your religion or belief system (everyone has one), it’s important to spend time cultivating it. Take a few minutes every day for personal reflection or spiritual meditation – learn to develop a quiet mind. Feel stress leave your body. Read the Bible or other spiritual meditative book to gather some wisdom.

Meditation encourages us to have a positive view of the world and helps us release anxiety and stress. Your entrepreneurial endeavors will reach a higher level because of the insights you gain during your personal meditation time.

Benefits - *Inner peace

*Improved health and overall sense of well-being

*Inner discovery

*Develop concentration & focus

To be your best entrepreneurial self, put these five simple tips into action to fuel yourself, stretch yourself, rest yourself, quiet yourself, and renew yourself. My guess is you will find your creativity increase, your productivity will gain speed, and your soul of success will soar.

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About Michelle Hill

Michelle Hill, the Strong Copy Quarterback for Winning Proof, is a sports and fitness copywriter. My mission is to help pro athletes, coaches, and sports agents increase their success score in their entrepreneurial endeavors with my writing expertise and creative turn of mind.I write website content, client letters, media pitch letters, sponsorship proposals, and brochures for sports-related companies. www.winningproof.com

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Much of success in sports and business happens between your ears. You may not be the most skilled at what you do (yet), but you can instantly become just like the world’s greatest athletes by having the same attitude and mindset as them. Having worked with pros in both sports and in business, I have discovered that the road to success are the same in both areas. So is the road to failure. Take your game to the next level by avoiding the most common mental mistakes below.

Mistake #1: They are too negative

Have you ever walked into a meeting and thought, “I hope I don’t screw this up!” and you proceed to screw it up? Sports and life are a self-fulfilling prophecy.

Don’t think about a pink elephant. Did you just think of a pink elephant?

Most people do. Our brain does not know the word “don’t,” so focus on what you want to happen, not what you don’t.

Losers think, “What if I don’t succeed?”

Winners think, “This is what I am going to do to make sure I DO succeed.”

You cannot have a negative attitude and get positive results.

Mistake #2: They focus on their strengths, not their weaknesses

It’s fun to do what we are good at, but that doesn’t help us improve our weakest link. When athletes only improve their strengths and ignore their weaknesses, they only get to a certain level, and smart opponents take advantage of it. Business professionals are the same way. If you are not good at giving presentations, don’t avoid them, improve your technique. Practice does not make perfect; perfect practice makes perfect.

Mistake #3: They think winning is everything

In the world of sports, if winning was everything, you would only compete against people you knew you could beat. That would be boring, so there’s something to be said about a challenge. Something about making a difference, and about constant improvement. If you give it your all and push yourself to play your hardest, then you’re a winner.  If you focus on the result, winning (or making the sale), you will put too much pressure on yourself and you won’t win.

When you focus on adding value to others and the ways in which you can increase your chances of winning, you are in a whole different league. It’s not the record-breakers who take steroids that I look up to, it’s the guys with character, who want to be the best in the world, but also the best for the world. Someone once said, “Nice guys don’t finish last…nice guys are winners before the competition begins.”

Mistake #4: They perform according to their feelings

The biggest difference between elite athletes and club players is that the club players act how they feel. The world’s greatest athletes have high energy – whether they feel like it or not. How do you do it? Act as if. If you act how you want to feel, then you will soon feel the way you act. Anyone can be high energy if they FEEL like it – I challenge you to act energized when you feel like it least.

Frank Bettger was a minor league baseball player and one day, his life changed when he got released. Bettger asked why he was fired and his manager said, “Because you’re lazy.”At that point in time he decided that nobody would call him lazy again in baseball. He then played for a lower level minor league team and something amazing happened. Bettger didn’t change anything with his throwing, hitting, fielding or running.

All he did was act like the most energetic player on the field. People took notice. Bettger himself even felt like a different person. He eventually made the major leagues.

Remember what Charles Schwab said, “A man can succeed at almost anything for which he has unlimited enthusiasm.”

Mistake #5: They don’t have goals

When I ask my clients what their goals are, many times they say, “To become a better tennis player” or “to make more money.” This mindset won’t help you get to the next level because it is not specific enough. A better goal would be, “I want to be able to get nine out of ten serves in the box with slice by March 26, 2011.” or “I want to make $3,000 more per month by the second half of the year.” Make your goals specific, realistic, measurable and timely. And get yourself an accountability partner to keep you on track. Then, get to work.

Secret formula: K – A = O (Knowledge minus Action equals NOTHING)

“If you don’t know where you’re going, you could wind up someplace else.” -Yogi Berra

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About Ed Tseng

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What do you get when over 125 of London’s brightest sports professionals come together?

A successful Sports Networker event!

It was fun teaming up with Daniel over at The UK Sports Network to have the opportunity to connect so many talented individuals working in the sports industry.  We were blessed to have Football Fans Census as our premier sponsor as well, and look forward to working with their team more in the future.

After talking with many of the attendees, I realized there is a big need for these events as they are limited on sports business networking opportunities as well as understanding how sports teams and organizations can utilize and measure social media ROI better to increase fan and customer engagement.

Sports Networker and the UK Sports Network plan to do more event in the future, so stay tuned for those announcements.  In the meantime, take a look at the slide show below from the attendees at the event.

If you missed this event, or would like to learn about future events, social media in sports tips, or other resources for the sports industry then make sure to sign up for the Sports Networker Newsletter to get weekly updates.

About Lewis Howes

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Have you ever attended a sports conference?

Most sports professionals who have know how valuable they are.

Things change when you meet people face to face.  I don’t know how the chemicals in our bodies transform when we actually see how someone looks, listen to the sound of their voice, touch their hand when we greet, and observe how they interact with others… but somehow you just know when you meet with someone if it will be a mutually beneficial business relationship.

These new connections can help you get to where you want to be in life, and throughout your sports career.

Wouldn’t you agree?

Attending sports conferences is the best way to connect with many of the top sports executives in the industry.  However, it can be time consuming, and cost a lot of money along the way.

This is just one of the reasons to join the Sports Executives Association.  This will allow you to still meet and stay connected to those top sports professionals, but from the comfort of your home or office and at the time which is most convenient for you.

Watch below to learn more about the pros and cons of attending conferences and write in the comment section below some of the benefits your have seen from attending conferences and meeting sports professionals face to face.

About Lewis Howes

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The Sports Executives Association is coming soon.  Many of you have asked for more information, and emailing me about the release date.  It’s coming soon, and I wanted to thank you for your patience.

I don’t want to spoil all of the goods by sharing with you every last detail, but I wanted to share with you this brief video to prepare you for the launch.

If you have not already signed up on the list to hear about the official launch date, make sure you sign up here and I will be sending out information over the next few weeks.

Sign up to receive more info for the Sports Executives Association here.

About Lewis Howes

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This week Matt Crevin from Voice from the Box interviews Jeff Chapman. Jeff is a top flight statistician for radio and TV broadcasts. With most sports being so numbers driven, Jeff provides detail about his role and what it takes to crunch the numbers and provide the information to the broadcasters.

About Matt Crevin

If you are passionate about pursuing a career in the sports industry and want to discover how top level insiders got their start, connect with Matt today. Matt provides a unique look into the careers of many sports industry executives, revealing their success stories, advice and techniques you can put to use as part of your search strategy. Collaborate with Matt and start listening, learning, creating and executing your own action plan! Equipped with business background and sports insider’s knowledge, Matt is ready to share his passion and knowledge with you! He delivers to his individual clients a unique process and format which gives sports industry hopefuls a unique look into the numerous career opportunities available in the sports industry and more importantly how to position yourself to break in.

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This week Matt Crevin from, Voice of the Box, interviews Jim Mercurio, VP of Stadium Operations and Security for the San Francisco 49ers. Jim is like a mayor of a small city on GameDays and is directly responsible for anywhere between 1,200 and 1,400 employees. Jim discusses the numerous jobs that fall under his management as well as tips for breaking in to a job in sports.

About Matt Crevin

If you are passionate about pursuing a career in the sports industry and want to discover how top level insiders got their start, connect with Matt today. Matt provides a unique look into the careers of many sports industry executives, revealing their success stories, advice and techniques you can put to use as part of your search strategy. Collaborate with Matt and start listening, learning, creating and executing your own action plan! Equipped with business background and sports insider’s knowledge, Matt is ready to share his passion and knowledge with you! He delivers to his individual clients a unique process and format which gives sports industry hopefuls a unique look into the numerous career opportunities available in the sports industry and more importantly how to position yourself to break in.

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For the record, I am a Sixers fan, and I love Allen Iverson.

The Background

Three years ago, yesterday, Allen Iverson asked for a trade from the Philadelphia 76ers. “As hard as it is to admit,” he said, “a change may be the best thing for everyone.” Eleven days later, Iverson was traded to the Denver Nuggets, seemingly having played his last game as a Sixer.

This September, Iverson signed with the Memphis Grizzlies. He played three games (starting none) and averaged 22 minutes, 12.3 points, 3.7 assists, and 1.3 rebounds. However, the veteran could not accept his role as a bench player, and his relationship with the Grizzlies quickly deteriorated. In early November, he left the team for personal reasons, and on November 25th, he announced his intentions to retire from the National Basketball Association.

Ironically, on the Tuesday before Thanksgiving, Sixers starting point guard Lou Williams broke his jaw. Immediately, the rumors began. Will Allen Iverson rejoin the Sixers? With Williams out for eight weeks, the move actually made some sense for the team. Not only would they generate massive buzz, but they would have the chance to renew a once troubled relationship with one of the greatest players in their team’s history, a player who just wanted a chance to start and prove he still had game. All of the pieces fell into place, and Iverson signed a one year deal with the Sixers in early December, starting his first game two nights ago.

Why the Sixers made the move

Obviously, Allen Iverson is a great player and a future hall of famer. He ranks 6th all-time in points per game with an average of 27, behind NBA legends like Michael Jordan and Wilt Chamberlain. He’s a great player and he says he can still play. With the Sixers’ record well below .500, his scoring abilities were definitely a factor.

However, before Iverson signed with the team, the Sixers were having massive problems with ticket and merchandise sales, fan morale, and generating buzz. Without Iverson, they were looking at a half-empty arena for the foreseeable future, unless the young team could turn things around. With Iverson, they could generate immediate buzz (and jersey sales). Obviously, Iverson’s first game back was absolutely packed. Now, for the Sixers, the key is: how do they keep building on that initial buzz?

The Answer: Social Media

A major difference between Iverson’s last tenure with the Sixers and this one is that social media was not prevelant in the sports world back then. Now, the National Basketball Association is leading the way. Both the Sixers and Allen Iverson are on Twitter, so that’s a start.

My advice for the Sixers: make the rest of this season the “Allen Iverson Show.” He’s one of the greatest players in your team’s history, and more importantly, the fans of Philadelphia love him. You can start by taking advantage of all those extra tickets. It’s not like just because Iverson signed, you are going to sell out every game (or come close). So, here’s an idea: give away three (Iverson’s number) pairs of tickets in every section of the arena for three straight home games. Have your Twitter followers submit creative photos of themselves with their Iverson jersey/gear and give the tickets to the followers with the best photos. Then, give anyone who entered a coupon code for a pair of $3 tickets to a home game of their choice. Use Twitter as a place to inform the fans about anything and everything that is Allen Iverson. Post behind-the-scenes videos and photos, promote the Allen Iverson bobblehead giveaway you’ll surely have, and let people know that if they want news about AI, Twitter is their place.

My advice for Allen Iverson: Be you, be real, be honest, and keep showing the fans you care. For most people, you are that selfish bad guy who didn’t want to talk about practice. You say that’s not you anymore, that you’ve grown up and changed. I saw your emotional press conference, and I saw you kiss the floor after you were announced Monday night. We see your passion and your love and your good side, but that has to extend to social media. For starters, your Twitter profile still says you reside in Detroit and play for the Pistons. That needs to be fixed. Also, you need to stop letting other people take control of your account. All they do is link to your fan club and talk about Reebok! I saw, on September 25th, you wrote us a short Twitter novel about your experiences in Spain. It was great, but remember, Twitter is about 140 characters. If you take control of your account, tweet for yourself, and show the fans you care (e.g. film videos, respond to tweets), we will continue to show you love.

Conclusion

Obviously, the team has to have a balance of Allen Iverson and everyone else. They don’t want to create problems within the team because of Iverson’s presence. And clearly, if Iverson is a bust on the court this season or gets into some trouble, it won’t matter much what he’s doing in social media. But social media can provide both the Sixers and Allen Iverson with exactly what they’re looking for.

So, I’ve opened the conversation, and I’d love to continue it in the comment section below. How do you think the Sixers and Allen Iverson can capitalize on his comeback, knowing that the team wants to sell (tickets and merch) and Iverson wants to renew his image? How much of a role will/should social media play in all of this?

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About Sam Taggart

Sam is a Creative Strategist for VaynerMedia, a social media agency based in New York City. Sam previously worked as an Account Executive for the New York Jets as well as the New Jersey Nets and spent time working with former NBA player Jalen Rose as well as NFL safety Kerry Rhodes. He now focuses on creative strategy across VaynerMedia's portfolio. You can follow Sam at http://twitter.com/gosam & visit VaynerMedia at http://www.vaynermedia.com.

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