The 11th annual Michigan Sports Business Conference kicked off Friday in the atrium of the Kinesiology Academy. Originally founded by students in 2012, the conference aims to give students an insight into the changing landscape of sports media and entertainment.
Jack Moore, MSBC Senior Partner Account Manager and Senior Manager Kinesiology, commented on the theme of this year’s conference, “The Ball is in Your Court.” Moore said the campaign was designed to help students feel empowered to find active roles in the industry.
“What do I want it to look like? Where will I see myself in 10 years?” Moore said. “Our transition to ‘the ball is in your court’ this year has added to the idea that your future is really in your hands and that students can really come here and learn more about the industry, with our Recruiting partners to talk to (and) network with industry professionals in roles they aspire to one day eventually strive for.”
The second keynote speaker at the event was Jimmy Pitaro, chairman of ESPN and Sports Content within Disney. Pitaro discusses a wide range of topics, such as the use of third-party platforms, digital ecosystems and traditional cable, as well as growing ESPN viewers and the ESPN+ application. He also said that getting into the industry often requires persistence.
“Build as many relationships as possible,” Pitaro said. “You have to get up and hit the ball and hit the ball. You get a job, you’re fine. Keep hitting and you’re going to get hit.”
In the late afternoon, a series of “101” panels were moderated by industry professionals. Bomani Jones, host of The Right Time Live @ MSBC, discusses how the pandemic is affecting sports media, and how being a black man has affected his career and relationship with sports audiences.
“If I’m trying to get a gig on a radio station and I can’t get a gig, the people behind the desk think the audience is too racist to appreciate me,” Jones said.
During the panel discussion, Jones described how he grew up at school with working-class students in an upper-class community, an experience he said has allowed him to connect and connect with any audience, regardless of what traditional media might say to him. What to expect from your racial identity.
Jones advises students interested in sports podcasts to pay close attention to their listeners and respect their wisdom. He also discusses the challenges of getting attention in such a saturated digital space.
“Don’t be too cute,” Jones said. “Originality is a bit overrated. Not that you should do the same thing as everyone else, but you don’t reinvent the wheel.”
Industry professionals also discuss how industry professionals can provide better opportunities for underrepresented communities. During this time, students were able to discuss in small groups how sports media companies such as Turner Entertainment Co. are seeking to become more inclusive in their employment.
Sarah Scheff, a junior in kinesiology, talks about how conferences are increasingly dedicated to helping minority students overcome barriers to inclusion.
“One of the greatest benefits of organizing is helping people like me find better opportunities and opportunities (employment),” Scheff said. “That’s what I’m doing this for.”
The conference was followed by a panel titled “Balls in Their Courts: How the NIL Changed College Sports” to discuss the implications of the new name Image and Likeness Regulations (NIL). The panel was joined by representatives from NIL companies, such as Klutch Sports’ Brittany McCallum, and Jim Cavale, CEO and founder of INFLCR, a software platform that provides student-athletes, coaches and athletic departments with the information they need for NIL transactions.
When asked how educational institutions can become more involved in the NIL process, Cavale said student-athletes need better resources and help to properly guide how the NIL fits into their track and field careers.
“Schools are trying to find ways to be more involved, because student-athletes deserve it,” Cavalle said. “If student-athletes get injured, they go to coaches and team doctors. If student-athletes are struggling in school, balance it, they have mentors and academic advisors. If student-athletes receive a contract that’s put in front of them and they have a problem, They should be able to get answers.”
Student organizers were also quick to comment on how planning and organising conferences has facilitated their professional development and networking. Business junior Isabel LoDuca, a speaker manager, said the conference was a great way for her to meet people in the industry.
“A lot of the really big names are actually very, very approachable and nice people, and I don’t think that’s what I expected,” LoDuca said. “But through all the conversations I’ve had, everyone is excited to be here, no matter what level of company they are.”
Alumnus Justin Rufen-Blanchett, who graduated with an MBA from Ross this spring and prioritized returning to conferences, said he felt the experience was a major factor in helping him start his career. He is currently with McKinsey & Company in Technology, Media and Telecommunications (TMT) in Los Angeles, CA, focusing on media entertainment.
“A lot of the people you’re trying to find or talk to on LinkedIn, especially if they’re Michigan alumni, are probably all here today,” Rufen-Blanchett said. “So it’s great to have them all in one space in a more informal setting. It’s like a sandbox environment, so especially if you want to see what’s on the cutting edge of what’s going on in the industry or get to know Professionals leading the industry, then there is no other place to come.”
Daily Contributor Mia Valiotis can be reached at erismiav@umich.edu.
Daily Contributor Sirianna Blanck can be reached at sirianna@umich.edu.
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