Episode 9: Creating world class experiences with Catherine Carlson
Catherine Carlson is the Chief Revenue Officer for the NFL’s Philadelphia Eagles. She is the point person tasked with driving revenue for the team through new sponsorship, media and premium opportunities.
In this episode*, Catherine discusses how great storytelling is the difference-maker for brand partnerships…. why sports teams should strive to create world class experiences for their fans... a la the Disney Way… why networking BEFORE you need help is key to success in the sports business, and… she shares the story of how she established credibility early on in her career as the only woman in the room...
*This interview was recorded in late spring 2021.
Embracing the changes to the sponsorship landscape post COVID
COVID-19 forced everyone in the world to think and act differently and sports is no exception. With the NFL back at 100% crowd capacity this season, Catherine speaks about some of the changes the team had to make to safely accommodate fans. The pandemic dictated that they come up with more creative and innovative options.
Lincoln Financial Field, home of the Eagles, went cashless for the first time. A conversion process that would normally take an entire season was condensed into four months. The team also broadened its scope of partnerships, now working with companies that produce other contactless systems and safety equipment, for example.
Recognizing the importance of customer service
Catherine spent more than a decade working for the Disney company, where she learned to make customer service the foundation of building relationships and partnerships. Catherine learned early the importance of going the extra mile and that “if you treat your guests like family, they will return with friends.”
Another lesson she learned at Disney was the art of storytelling, which she carried with her to her next steps at the Orlando Magic and now the Eagles. She believes in the Disney concepts so much that her teams go through their training, where they learn the importance of creating a world class experience at sporting events. To Catherine, this is the key to developing sponsorships and building relationships.
Unleashing the power of storytelling in brand partnerships
Catherine shared that storytelling is the difference-maker when it comes to building solid and effective brand partnerships in sports.
“How do you bring storytelling into a brand new stadium rather than just putting signs up everywhere and calling it sponsorship? How do you create experiential spaces? How do you innovate? How do you create things that the fans want to be part of, new spaces to experience and be proud of?”
Networking before you need help
Catherine discusses the importance of networking and favors LinkedIn for its ability to help to make connections.
“LinkedIn is a really good tool. It helps you build your brand. It keeps you on top of what's happening in the industry. But you're also networking with your peers, other women, other men, it doesn't matter. You're networking and you're gaining that knowledge. LinkedIn is when you become a student of the industry, you're on the pulse of what's going on.”
She also shares what she perceives as a difference between men and women in networking: men seem like they were groomed for it whereas it doesn’t come as naturally for women, but they are getting better at it.
Catherine suggests that once you know what industry you want to work in, you should start making connections with people in that field. It makes it easier if you have friends before you actually need them.
Using your voice to establish credibility
“I'll never forget my first class in sports management in Australia. There was a professor and he said something that really stuck in my mind, which probably is why I have such perseverance. He said, half of you in this room will have to work twice as hard to get half as far. And I'm thinking, What's he talking about? And what I realized was he referring to the women in the room, I was just, I thought, wow, this is not the start to my sports management career that I was hoping for.”
As the only woman in a lot of rooms throughout her career, Catherine has had to constantly prove herself - which has shaped her into the person she is today. She is stronger and works harder because of it.
Something else that helped? Rugby League coaching! To help her learn to use her voice more while at her first job, Catherine became a Rugby League coach, which earned her more credibility with her male counterparts.
Thank you Catherine for sharing your story with us.
This interview was powered by WINS, our exclusive media membership for women in sports and entertainment. To learn more about the membership and become part of our mission, visit wins.media.