Dr. James Reese, School Member, Practicum Coordinator & Group Relations, Sports Management & Esports and
Derek Thomas, Director of Partnership Advertising, Denver Broncos
Director of Partnership Advertising on the Denver Broncos, Derek Thomas, joins APU’s Dr. Jim Reese to share his insights from greater than 27 years in skilled sports activities. Thomas lays out the information on all the pieces from climbing the company ladder to what goes on behind the scenes throughout low season.
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Jim Reese: Good day, and welcome to this newest version of our Voices Within the Discipline podcast sequence, delivered to you by the APU Sports Management program. My identify is Jim Reese, and I’ll be your host for right now’s podcast. Now, please welcome our particular visitor, Mr. Derek Thomas, director of partnership advertising and marketing for the Denver Broncos. Derek, thanks for making time for us right now. We actually recognize it.
Derek Thomas: Good morning, Dr. Reese. My pleasure. Thanks for having me on.
Jim Reese: I’ve truly been wanting to do that for fairly a while, I’m glad we lastly had an opportunity to do it.
Derek Thomas: Identical.
Jim Reese: Properly, for our viewers, Derek, that is for our college students, most significantly. They’ve a variety of questions on working in professional sports activities, and we’ll give attention to getting you to share some knowledge with us on, in your… My gosh, is it, if my math is true, is it 27 years now you’ve been with the Broncos?
Derek Thomas: Yeah, this will likely be my twenty eighth season entering into, simply blessed to have a profession like this, and my key card nonetheless works, so I’ll hold displaying up.
Jim Reese: Please share a little bit bit, I do know your, your job has modified, over time, a little bit bit. However please share with our viewers what your tasks are with the Broncos within the advertising and marketing workplace, and the stuff you get to do, and perks, and possibly among the issues which might be difficult, as properly.
Derek Thomas: So, after I first began with the workforce, it was simply, it was an internship function. By no means supposed for it to grow to be a profession. On the time, I had a job. I used to be working within the Olympics, was extra within the Olympics area. So, type of wished to pursue that, so began an internship with the Broncos, extra only for enjoyable. So, wished to be a part of video games. Wished to be a part of the workforce. I grew up in Denver, grew up a Broncos fan, so it’s a ardour business. So, it began simply as an internship, after which a variety of issues, as in life, it’s about timing. And the timing, there was a brand new stadium on the horizon for the Denver Broncos. They had been about to be a rocket ship in hiring new workers, so I used to be actually fortunate and blessed to have a chance – to get a wage alternative – with the workforce.
Began on the absolute, very backside of the ladder as a ticket assistant with the Denver Broncos. Didn’t even actually have a advertising and marketing or a company gross sales division on the time after we first began with the workforce. So, was within the ticket workplace function – ticket operations function – for just a few years, after which, as the brand new stadium was coming on-line, shifted into extra of a ticket gross sales function, working with membership seat holders, suite holders… So, that’s the place I obtained my first – was in a position to dip my toe within the water of the particular gross sales perspective of the workforce. So, shifted from ticket operations extra to ticket gross sales, premium seating gross sales, after which, as our new stadium was accomplished and we had been shifting into the stadium – which is difficult to imagine it’s now 24 years outdated; I consult with it as “new/new stadium” – we shifted from outdated Mile Excessive to, at the moment, it was Invesco Discipline at Mile Excessive. We began a advertising and marketing division and a company gross sales division.
So, I used to be in a position to make that transition to our company gross sales workforce and transfer into sponsorship advertising and marketing and sponsorship gross sales. After which, did that for a number of years with the workforce. Advertising, sponsorship was all rolled into one at that time limit, after which, over time, it’s grow to be type of siloed departments, which is great. So now, as an alternative of carrying a number of totally different hats, you get to be an professional of no matter you’re doing inside your area. So, then over time, type of grew my portfolio with the workforce, managing a variety of our tier-one, high companions. So, now, I’m on our partnership advertising and marketing facet, the place I’m simply managing these relationships. So, companions like Coca-Cola, and United Airways, and Ent Credit score Union, and a variety of our greatest companions that we now have with the workforce. So, as you’ve seen, my roles have shifted over time, however that’s type of my function now. So, I handle a variety of our top-tier companions.
Jim Reese: Talking of perks, as a result of college students ask on a regular basis, “Do you miss the NFL?” And, I inform them I miss the relationships, and I miss the perks. I don’t miss the hours, that’s for certain, however, as I discussed earlier, earlier than we jumped on, one of many advantages is you get to journey with the workforce, and do every kind of neat issues. So, what – clearly, these are among the good issues. What’s the toughest a part of your job?
Derek Thomas: You concentrate on this rather a lot. I really like… most likely what I really like most is the relationship-building. You’re keen on attending to know your companions. Plenty of these partnerships, whether or not it’s with Coca-Cola, or Verizon Wi-fi, or United Airways, they’ve been companions of the Denver Broncos for 20+, 30+ years in a variety of circumstances. And I’ve managed these relationships now for 15, 20+ years, and also you get to know these folks. You get to know them personally. You get to know their households. So, that’s one of many issues that I take pleasure in probably the most is simply the private connections. After which, I suppose on the flip facet, to reply your query, is doubtlessly shedding these connections. So, folks, possibly they’ll swap industries, or they’ll retire, or transfer on, otherwise you change companions.
So, attempting to maintain up with these relationships, and hold these relationships sturdy, and that belief sturdy, generally generally is a problem. It’s a fast-paced business. It’s continually altering. The know-how is altering. Rising classes are altering. So, it’s important to be a pupil of the sport. I believe I say it time and again: It’s a ardour business. To get into this business, to remain profitable on this business, it’s important to have the fervour. If the fervour isn’t there, and also you don’t love what you do, I don’t suppose the enterprise of sports activities might be going be for you. So, it’s one thing that it’s important to keep sharp. Hold your instruments sharp. Always studying. Always working.
Plenty of instances folks will say should you depart the NFL, you suppose possibly the grass is greener, and also you’re going some place else. And I all the time inform folks that the grass is greener the place you water it. So, give attention to the place you might be. Water the grass the place you might be. The grass goes to be inexperienced, should you’re taking good care of it.
Jim Reese: That’s an incredible line. I don’t suppose I’ve ever heard that one earlier than, so I’m going to should borrow that one, on occasion. So, hopefully, I’ll have permission to take action, however…
Derek Thomas: I’ve obtained it trademarked, so, simply, you’ll pay me a greenback each time you say it.
Jim Reese: So, it’s identical to the music business. Okay.
Derek Thomas: Proper.
Jim Reese: So, 15 years from now you’re going to be getting royalties within the mail.
Derek Thomas: Like it.
Jim Reese: The networking and the constructing relationships – that’s my favourite half. And I joke round with my colleagues that I spend method an excessive amount of time on the cellphone, and it’s simply maintaining with former college students, and LinkedIn, and all of the totally different… and electronic mail, and I nonetheless don’t spend sufficient time to maintain up with everybody, as a result of it’s not possible. You’ve got so many individuals that you just’ve met over time, however, yeah, it’s the camaraderie and the relationships. That’s what I miss most. And now, I get to stay by means of my college students, a little bit, as a result of I’m out of the business, however I can nonetheless keep linked, as a result of I’ve been round lengthy sufficient, now, that almost all of them are in fairly excessive locations. So, it’s fairly neat to have the ability to do among the issues I nonetheless get to do. So, talking of being blessed; I take a look at myself the identical method.
Derek Thomas: No, that’s particular. The mentorship piece is one thing that I actually, simply completely, love doing in my profession. And it wasn’t one thing that you just give attention to an excessive amount of, youthful in your profession, however as you become older, and also you’re bringing on interns, and also you’re bringing on extra workers, and also you’re a part of the hiring course of, you see them flourish of their careers, and you’re taking a variety of pleasure and pleasure in folks that you just’ve type of mentored over your profession. And, similar. Now, I’m cheering for groups which might be in playoff video games in NHL, or NBA, or different NFL groups across the nation, simply because I do know that they’ve obtained nice workers which have labored on our facet in some unspecified time in the future in time. So, it’s – you’re cheering for them, as properly.
Jim Reese: Precisely. You need them to get a hoop as properly. Precisely. Now, one of many questions, and this can be a sizzling query about switching places of work. And we began collectively in ticketing, and also you made that transfer into advertising and marketing. And, so, I suppose my query is – on behalf of our college students – is {that a} path? As a result of ticketing continues to be the most effective, best technique to break into the business, is {that a} path that you just suggest? Or is it… do it’s important to watch out the way you play that, to ensure you don’t burn a bridge? What are your ideas on that?
Derek Thomas: Nice query, and it’s a subject, and I believe a variety of it comes all the way down to the belief of that workforce and the belief of that group to let you develop. We’ve obtained an possession group and an government suite proper now that’s attempting to be extra inclusive, and I really like that. Bringing extra folks into totally different conferences. Letting folks be a part of crossover conferences… One of many greater modifications, simply over my profession, is simply the dimensions and magnitude in worker head depend of those groups. And now, you may have specialists which might be in enterprise analytics, and premium seating, and advertising and marketing, and sponsorship, and IT, and IT for soccer – simply as their data know-how. However there’s data know-how on the enterprise facet, and data know-how on the soccer facet of our enterprise. So, it’s simply… all the pieces turns into very specialised.
And that’s terrific, however then, you need to attempt to carry these folks in, so that they get to, possibly, have an outsider’s perspective, and a take in your particular division that, possibly, you had by no means thought of. Some out-of-the-box concept that can make your division higher. So, we’re attempting to carry people in on the surface, and different departments into our workforce, simply so that they get to see what we’re doing. Guarantee that we now have the identical shared targets. The identical KPIs. Guarantee that they know what my KPIs are, so, possibly, they will help us hit these targets, as properly. However I believe, to return to your query, Dr. Reese, is simply actually permitting your worker base to gravitate to what they’re going to be good at and ensuring you’re making the most of their strengths.
I believe our group, as an entire, has carried out a extremely good job of fostering that job progress and profession progress internally, however it’s troublesome, as a result of issues are getting extra specialised. So, it might be harder for someone, most likely, on my workforce to gravitate extra to a strategic enterprise intelligence function. They didn’t go to high school for that. They most likely don’t have a… possibly a graduate diploma for that. So, there are going to be some limitations that might most likely dissuade these from doing that, however I believe when there are alternatives to be extra well-rounded and to know the business higher – know the group higher – I believe there are some alternatives for progress on that.
Jim Reese: I believe that’s a extremely attention-grabbing level, as a result of one of many greatest issues that you’ve got in any group is that complete “siloed” issue, the place communication suffers. And, so, I believe once you do what you simply defined, I believe communication will get enhanced. You get these views from possibly an outsider’s perspective that may actually aid you go in a path possibly you don’t suppose you’d go. And, so, I believe that’s actually useful.
(11:34):
All proper. Now, I’m going to take you down Reminiscence Lane a little bit bit. What’s your greatest reminiscence about our ’90s Tremendous Bowl run as a company? Is there one factor that jumps out? I’ve just a few, I’m simply curious. I’ve by no means requested you this query to see what your ideas are on this.
Derek Thomas: Wow, yeah, that’s going aways again. Completely beloved that point, simply in my life and in my profession. And, I believe, wanting again, you simply, you don’t know what you don’t know. You’re simply dwelling within the second. You’re having fun with every bit of it. Successful, and successful at that degree, is one thing that you just simply… you suppose it’s going to be repetitive. You suppose there’s simply going to be extra of it, after which, impulsively, the ebbs and flows of sports activities… We received back-to-back Tremendous Bowl championships. Acquired to be a part of each little bit of that. After which, you most likely take it with no consideration. After which there was a dry spell. Then, you type of climb the height once more, and we had been in a position to win one other Tremendous Bowl championship. And then you definately recognize the nice instances, and then you definately look again in your profession, and also you’re like, “Gosh.” That’s simply one thing you thought it was simply going to be each season. We had been simply going to be aggressive and making deep playoff runs each season.
You miss these instances, and you end up telling your employees and the workforce about these instances, and the way nice they’re, and the way – I imply, we’re all rowing collectively for a similar aim, to attempt to get there each on and off the sector, whether or not on the enterprise facet, the soccer operations facet, and so forth. You miss these. I need to expertise that once more in my profession.
These groups, we had multiple Hall of Famers, and nonetheless extra to come back. And then you definately take a look at after we received with Peyton Manning and Von Miller. We had a number of Corridor of Famers. DeMarcus Ware. Now, we’re type of coming into a brand new period of Broncos soccer. Model new teaching employees. Model new draft picks. New potential QB1 down the street in Bo Nix. So, I imply, it’s a brand-new period of the place we’re going, as properly. Model new possession. Model new government workforce. So, simply a variety of issues to be enthusiastic about in Broncos nation proper now.
Jim Reese: I’m excited nonetheless as a Broncos fan to see these issues taking place. You understand, for myself I can say the ring ceremonies and the parade – these had been the issues that bounce out at me.
Derek Thomas: That’s a – it’s a galvanizing type of second in time on your skilled life. In your private life. I imply, pondering that you just’re going to be a part of a Tremendous Bowl victory parade just isn’t one thing that you’d be actually dreaming about. We’re not the athletes. We’re not on the sector. Holding up a Lombardi trophy was by no means one thing that I dreamed that we’d be doing or have the chance to do. After which, such as you stated, getting a Tremendous Bowl ring – not to mention a number of Tremendous Bowl rings in a profession – I imply, these are fairly particular issues. And I do know lots of people which were within the NFL which have by no means skilled that. That’s why we do that. We’re aggressive, and we’re trying to win, and get extra of these.
Jim Reese: All proper, now, the subsequent query is one other widespread one which we get from college students, as a result of they suppose simply since you’re a fan of sports activities that you just’ll make it within the business, and I attempt to share the grind. Out of your perspective, now that you just’ve seen it from a pair totally different places of work, share a little bit bit about that for college students. And also you talked about earlier that the fervour is what will get you thru. That it’s important to be passionate, there’s no query, however the rest which you can share could be nice.
Derek Thomas: We discuss it on a regular basis. It’s a grind. There’s a lot to do and rather a lot to perform. I believe every single day is totally different. It’s one of many issues that I really like about our roles. We’re continually tackling one thing totally different, which I actually take pleasure in. Everyone all the time jokes concerning the low season. They’re like, “Properly, what are you doing within the low season? Are you bored?” I’m like, “That is when the enterprise will get carried out.” I won’t be working weekends as a lot as I do in the course of the season, however, if something, there’s most likely extra work to be carried out within the low season than there may be in the course of the season. In the course of the season, it’s a six-, seven-day-a-week job. Working whether or not you’re touring for an away sport, you’re making ready for a house sport…. The hours positively are extra. However, then, the technique, the longer term forecasting, the planning, the enterprise, the brand new gross sales, renewing companions, that’s – these are all of the blocking and tackling of the enterprise facet of sports activities. It’s taking place in the course of the low season.
A fast apart: I believe we have to discover a new identify for the low season. The NFL, someone, may make one million {dollars} arising with only a new moniker for a way we consult with the low season. From the day that the Tremendous Bowl ends to the day you begin coaching camp, it’s simply preparation. You’re making ready for the subsequent season. And I believe that you must embrace the grind. You might want to love the work that you just’re placing into it. I take pleasure in that. I take pleasure in getting up, going to work every single day, understanding that what we’re doing is making a distinction. On the finish of the day, I imply, we’re nonetheless a small, family-run firm. We’re roughly 300 workers, so we’re a small to mid-size, family-run enterprise that simply occurs to run an NFL franchise. And I take pleasure in that piece of it too. I benefit from the household piece of it. Nonetheless, you recognize most names and faces in your group, which I believe is fairly distinctive, this point in time, for an enormous model.
However you simply, it’s important to benefit from the work that you just’re placing in and know that you just’re a part of the workforce. You’re a part of one thing greater than you. I’m not going to have the ability to affect what takes place on the sector on a Sunday afternoon however understanding that the enterprise piece and what it means to the workforce – that’s one thing that’s… we are able to affect. And we are able to affect that in a good way. So, I’ve all the time loved that piece.
Jim Reese: That jogs my memory of a quote I heard about Michael Jordan, and Kobe Bryant, and another athletes. Those that loved follow, and labored simply as laborious in follow as they did in video games. Every time you may have athletes like that that come alongside, and also you associate that with expertise, there’s once you get Corridor of Fame-type athletes. And, so, it’s attention-grabbing that you just say that, as a result of it’s so laborious to get in and to remain in. And in case you have that perspective the place you actually benefit from the course of – and never simply the video games and all the advantages. In the event you benefit from the course of, that’s the place you’ll be able to actually have some endurance within the business.
Derek Thomas: The little issues matter. Even used that saying in my private life. So the little issues that you just do, whether or not it’s in your office, in your private life, little issues like that matter, they usually add up. The little issues add as much as large issues. I do keep in mind that, completely. I believe we obtained type of the identical speech the subsequent 12 months, after we went again to the Tremendous Bowl, and it’s issues that our possession/government workforce continually reiterate to us as a company, as properly. If we are able to handle these little issues, whether or not it might be for a coach or a participant, then it does affect how they might doubtlessly carry out on a sport day.
And the little issues matter when it’s speaking about our fan base. There are issues that we are able to do to make a fan really feel nice on a sport day. We solely get 10 alternatives at house a 12 months to fulfill our fan base, handle our fan base, ensuring that they’re having fun with the leisure piece of the sport as a lot as attainable. So, in these – a smile, a handshake, a, “Thanks for being right here.” These little issues, they actually do matter. So, no, I really like that you just introduced up that story.
Jim Reese: All proper, now, on to a different… on to a critical query about college students that need to work in advertising and marketing or company partnerships or sponsorship. Recommendation for them, so far as the way to put together for that whereas they’re nonetheless in class? Any ideas on that?
Derek Thomas: Completely. Intern, intern, and intern extra. I take a look at internships as a “no hurt, no foul,” wonderful means for college students to seek out out what they like. Take a look at what they like. And I did a number of internships over my collegiate profession, skilled profession. However I don’t suppose I checked out it from the angle of… the intern goes right into a model, a company, with a chance to study that model, that group. The character of that group. Discover out if it’s even one thing that they might need to work… a area they might need to work in, an possession group or an government administration group that they might need to work for. What’s the company tradition? So, I all the time attempt to inform faculty college students, after I’m speaking with them, it truly is – an internship is a “no hurt, no foul” technique to check… see if it’s one thing that you just even like, in the event that they’re folks that you just even like. How do you slot in that company tradition? Is it one thing the place you possibly can see you rising professionally in that company tradition?
And should you attempt one thing in advertising and marketing and also you’re like, “Gosh, that’s not likely my cup of tea. I didn’t actually recognize that,” then possibly you attain out… premium seating, or whether or not it’s enterprise analytics and technique. Discover out what your strengths are, after which attempt to search that place, should you can. That’s one thing that I normally come again to. And normally, I imply, internships are six months, a 12 months, a summer season. So, normally, it’s a chance to simply continue to grow, hold sharpening your instruments, discover out, attempting to fine-tune the departments that you’ve got curiosity in. Ask questions. Just remember to’re – whoever you’re rolling as much as as an intern, ask them, “How did you get into this business? What internships did you do this obtained you to this place?” I believe actually clear, good, thought-out, inquisitive questions will get you a great distance, as properly.
After which, looking for these mentors within the industries which you can keep in contact with as you’re approaching these totally different internships. I believe that’s simply one other nice perspective to have, as you’re trying to construct your portfolio and look to develop within the business.
Jim Reese: That jogs my memory of a pupil that did an internship one time – both an internship or a volunteer alternative – and the individual got here again and stated, “Properly, you recognize, that was an entire waste of time. I didn’t take pleasure in it.” And I stated, “Whoa, wait a minute. Your focus simply narrowed. You simply realized that there’s an space that you just don’t need to work in. Which means you simply obtained extra targeted on the place you’re going to finish up working.” And so…
Derek Thomas: Yeah, for certain. It’s an audition each methods. The manufacturers are wanting on the intern to see in the event that they’re someone that they may see rising of their group, and the intern must be taking a look at that group, or model, or sports activities workforce as, “Is that this one thing that I need to do as a profession?”
Jim Reese: Completely. We’re winding down, Derek, and so I’ve obtained one final query that I ask of everybody. And that’s what’s subsequent for DT? What’s subsequent for Derek Thomas? What do you see your self doing in possibly the subsequent three to 5 years? Is it the identical place, or do you may have some private targets?
Derek Thomas: Like it. Properly, the subsequent factor for DT and the Denver Broncos is getting the NFL schedule launch. So, that’s like Christmas for us. So, we are able to’t plan our lives with out the NFL schedule instances and dates. So, wanting ahead to that. You begin to give attention to shorter-term issues on the calendar to guarantee that your skilled profession is shifting ahead. I really like what I do, Jim, I actually do. I’ve for 28 years. Went to high school for this. Wished to all the time be on the enterprise facet of sports activities. Would like to win one other Tremendous Bowl, like we had been joking earlier. Would like to hoist one other Lombardi trophy in my profession. So, hoping that our present teaching employees and gamers can get us again to that place. So, that’s the hope and aim for certain.
It’s an adolescent’s sport. So, I imply, it retains me younger. Our employees might be normally between 25 to 35, so it’s a younger employees, in order that helps hold me younger. I actually take pleasure in that piece of it, as properly. We do have a variety of nice tenured workers with the Broncos which were good associates for a very long time. Love working with them. I can see myself nonetheless doing this for a very long time. I imply, so long as I really feel like I nonetheless have the fervour and the will, and I ask two questions, just about yearly: Do I really like what I do? And do I really like who I do it for? And people are each answered sure yearly, then I need to carry on this Broncos path. However down the street I can completely see, possibly, some type of a consulting function coming into play. Would possibly sit on a few boards of some foundations right here within the Denver space. So, I do take pleasure in doing that as properly. I believe these could be nice issues to shift to later in life.
However sports activities is in my blood. It all the time has been. All the time will likely be. It might be laborious to seek out greener grass if I had been to depart the sports activities business, for certain.
Jim Reese: Brings me to a different query that you just’re going to giggle about. Are you continue to working with CU?
Derek Thomas: Yeah, completely. Nonetheless type of assist as a guide, go up and, and communicate to courses. So, we rent – our group does a extremely good job of hiring interns. We most likely are 15+ interns complete as a company yearly in varied departments. You’ve despatched us a variety of nice college students over time, so it’s – I take pleasure in working with universities to guarantee that we’re out and attempting to safe the most effective expertise that we are able to. So, I’ve all the time loved these roles.
Jim Reese: As we wind up right here, something that you just’d prefer to share that I’ll have missed in my questions? Or something that you just suppose that college students wish to know? Or simply phrases of knowledge?
Derek Thomas: Simply need to thanks. I believe you’ve been an amazing mentor for me alongside the best way, and I do know for a number of of your college students alongside the best way. And also you’ve had an unbelievable profession within the sports activities world as properly, so recognize you. There must be some “stick-to-it-iveness” to get into this business. And a few tenacity to get into this business. So, that’s one thing that I might all the time need to move alongside to college students which might be desirous about this, as properly. You’re going to get nos most likely greater than yeses. So, I believe you will need to have that tenacity and aggressiveness to… If it’s one thing that you just actually need to chase, you’re going to should chase it laborious, and doubtlessly for some time, earlier than you discover that function that offers you your first launch pad into this business. So, simply guarantee that it’s one thing that you just love, it’s a ardour business, and that you just’re prepared to chase it.
Jim Reese: I believe that’s nice recommendation, as a result of folks that need to work in sports activities and are usually not prepared to take “no” for a solution are those that normally make it. Nice recommendation for our college students. Properly, Derek, thanks once more. We actually recognize it. For these listeners at house, and for our college students, we thanks on your continued assist of our Voices Within the Discipline podcast sequence. For those who have seen the basic sports activities film, “Rudy,” Rudy Ruettiger will likely be our subsequent visitor. Till then, on behalf of myself and my colleagues from the APUS sports activities administration program, that is Jim Reese saying so lengthy.
Dr. James Reese, School Member, Practicum Coordinator & Group Relations, Sports Management & Esports and
Derek Thomas, Director of Partnership Advertising, Denver Broncos
Director of Partnership Advertising on the Denver Broncos, Derek Thomas, joins APU’s Dr. Jim Reese to share his insights from greater than 27 years in skilled sports activities. Thomas lays out the information on all the pieces from climbing the company ladder to what goes on behind the scenes throughout low season.
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Learn the Transcript:
Jim Reese: Good day, and welcome to this newest version of our Voices Within the Discipline podcast sequence, delivered to you by the APU Sports Management program. My identify is Jim Reese, and I’ll be your host for right now’s podcast. Now, please welcome our particular visitor, Mr. Derek Thomas, director of partnership advertising and marketing for the Denver Broncos. Derek, thanks for making time for us right now. We actually recognize it.
Derek Thomas: Good morning, Dr. Reese. My pleasure. Thanks for having me on.
Jim Reese: I’ve truly been wanting to do that for fairly a while, I’m glad we lastly had an opportunity to do it.
Derek Thomas: Identical.
Jim Reese: Properly, for our viewers, Derek, that is for our college students, most significantly. They’ve a variety of questions on working in professional sports activities, and we’ll give attention to getting you to share some knowledge with us on, in your… My gosh, is it, if my math is true, is it 27 years now you’ve been with the Broncos?
Derek Thomas: Yeah, this will likely be my twenty eighth season entering into, simply blessed to have a profession like this, and my key card nonetheless works, so I’ll hold displaying up.
Jim Reese: Please share a little bit bit, I do know your, your job has modified, over time, a little bit bit. However please share with our viewers what your tasks are with the Broncos within the advertising and marketing workplace, and the stuff you get to do, and perks, and possibly among the issues which might be difficult, as properly.
Derek Thomas: So, after I first began with the workforce, it was simply, it was an internship function. By no means supposed for it to grow to be a profession. On the time, I had a job. I used to be working within the Olympics, was extra within the Olympics area. So, type of wished to pursue that, so began an internship with the Broncos, extra only for enjoyable. So, wished to be a part of video games. Wished to be a part of the workforce. I grew up in Denver, grew up a Broncos fan, so it’s a ardour business. So, it began simply as an internship, after which a variety of issues, as in life, it’s about timing. And the timing, there was a brand new stadium on the horizon for the Denver Broncos. They had been about to be a rocket ship in hiring new workers, so I used to be actually fortunate and blessed to have a chance – to get a wage alternative – with the workforce.
Began on the absolute, very backside of the ladder as a ticket assistant with the Denver Broncos. Didn’t even actually have a advertising and marketing or a company gross sales division on the time after we first began with the workforce. So, was within the ticket workplace function – ticket operations function – for just a few years, after which, as the brand new stadium was coming on-line, shifted into extra of a ticket gross sales function, working with membership seat holders, suite holders… So, that’s the place I obtained my first – was in a position to dip my toe within the water of the particular gross sales perspective of the workforce. So, shifted from ticket operations extra to ticket gross sales, premium seating gross sales, after which, as our new stadium was accomplished and we had been shifting into the stadium – which is difficult to imagine it’s now 24 years outdated; I consult with it as “new/new stadium” – we shifted from outdated Mile Excessive to, at the moment, it was Invesco Discipline at Mile Excessive. We began a advertising and marketing division and a company gross sales division.
So, I used to be in a position to make that transition to our company gross sales workforce and transfer into sponsorship advertising and marketing and sponsorship gross sales. After which, did that for a number of years with the workforce. Advertising, sponsorship was all rolled into one at that time limit, after which, over time, it’s grow to be type of siloed departments, which is great. So now, as an alternative of carrying a number of totally different hats, you get to be an professional of no matter you’re doing inside your area. So, then over time, type of grew my portfolio with the workforce, managing a variety of our tier-one, high companions. So, now, I’m on our partnership advertising and marketing facet, the place I’m simply managing these relationships. So, companions like Coca-Cola, and United Airways, and Ent Credit score Union, and a variety of our greatest companions that we now have with the workforce. So, as you’ve seen, my roles have shifted over time, however that’s type of my function now. So, I handle a variety of our top-tier companions.
Jim Reese: Talking of perks, as a result of college students ask on a regular basis, “Do you miss the NFL?” And, I inform them I miss the relationships, and I miss the perks. I don’t miss the hours, that’s for certain, however, as I discussed earlier, earlier than we jumped on, one of many advantages is you get to journey with the workforce, and do every kind of neat issues. So, what – clearly, these are among the good issues. What’s the toughest a part of your job?
Derek Thomas: You concentrate on this rather a lot. I really like… most likely what I really like most is the relationship-building. You’re keen on attending to know your companions. Plenty of these partnerships, whether or not it’s with Coca-Cola, or Verizon Wi-fi, or United Airways, they’ve been companions of the Denver Broncos for 20+, 30+ years in a variety of circumstances. And I’ve managed these relationships now for 15, 20+ years, and also you get to know these folks. You get to know them personally. You get to know their households. So, that’s one of many issues that I take pleasure in probably the most is simply the private connections. After which, I suppose on the flip facet, to reply your query, is doubtlessly shedding these connections. So, folks, possibly they’ll swap industries, or they’ll retire, or transfer on, otherwise you change companions.
So, attempting to maintain up with these relationships, and hold these relationships sturdy, and that belief sturdy, generally generally is a problem. It’s a fast-paced business. It’s continually altering. The know-how is altering. Rising classes are altering. So, it’s important to be a pupil of the sport. I believe I say it time and again: It’s a ardour business. To get into this business, to remain profitable on this business, it’s important to have the fervour. If the fervour isn’t there, and also you don’t love what you do, I don’t suppose the enterprise of sports activities might be going be for you. So, it’s one thing that it’s important to keep sharp. Hold your instruments sharp. Always studying. Always working.
Plenty of instances folks will say should you depart the NFL, you suppose possibly the grass is greener, and also you’re going some place else. And I all the time inform folks that the grass is greener the place you water it. So, give attention to the place you might be. Water the grass the place you might be. The grass goes to be inexperienced, should you’re taking good care of it.
Jim Reese: That’s an incredible line. I don’t suppose I’ve ever heard that one earlier than, so I’m going to should borrow that one, on occasion. So, hopefully, I’ll have permission to take action, however…
Derek Thomas: I’ve obtained it trademarked, so, simply, you’ll pay me a greenback each time you say it.
Jim Reese: So, it’s identical to the music business. Okay.
Derek Thomas: Proper.
Jim Reese: So, 15 years from now you’re going to be getting royalties within the mail.
Derek Thomas: Like it.
Jim Reese: The networking and the constructing relationships – that’s my favourite half. And I joke round with my colleagues that I spend method an excessive amount of time on the cellphone, and it’s simply maintaining with former college students, and LinkedIn, and all of the totally different… and electronic mail, and I nonetheless don’t spend sufficient time to maintain up with everybody, as a result of it’s not possible. You’ve got so many individuals that you just’ve met over time, however, yeah, it’s the camaraderie and the relationships. That’s what I miss most. And now, I get to stay by means of my college students, a little bit, as a result of I’m out of the business, however I can nonetheless keep linked, as a result of I’ve been round lengthy sufficient, now, that almost all of them are in fairly excessive locations. So, it’s fairly neat to have the ability to do among the issues I nonetheless get to do. So, talking of being blessed; I take a look at myself the identical method.
Derek Thomas: No, that’s particular. The mentorship piece is one thing that I actually, simply completely, love doing in my profession. And it wasn’t one thing that you just give attention to an excessive amount of, youthful in your profession, however as you become older, and also you’re bringing on interns, and also you’re bringing on extra workers, and also you’re a part of the hiring course of, you see them flourish of their careers, and you’re taking a variety of pleasure and pleasure in folks that you just’ve type of mentored over your profession. And, similar. Now, I’m cheering for groups which might be in playoff video games in NHL, or NBA, or different NFL groups across the nation, simply because I do know that they’ve obtained nice workers which have labored on our facet in some unspecified time in the future in time. So, it’s – you’re cheering for them, as properly.
Jim Reese: Precisely. You need them to get a hoop as properly. Precisely. Now, one of many questions, and this can be a sizzling query about switching places of work. And we began collectively in ticketing, and also you made that transfer into advertising and marketing. And, so, I suppose my query is – on behalf of our college students – is {that a} path? As a result of ticketing continues to be the most effective, best technique to break into the business, is {that a} path that you just suggest? Or is it… do it’s important to watch out the way you play that, to ensure you don’t burn a bridge? What are your ideas on that?
Derek Thomas: Nice query, and it’s a subject, and I believe a variety of it comes all the way down to the belief of that workforce and the belief of that group to let you develop. We’ve obtained an possession group and an government suite proper now that’s attempting to be extra inclusive, and I really like that. Bringing extra folks into totally different conferences. Letting folks be a part of crossover conferences… One of many greater modifications, simply over my profession, is simply the dimensions and magnitude in worker head depend of those groups. And now, you may have specialists which might be in enterprise analytics, and premium seating, and advertising and marketing, and sponsorship, and IT, and IT for soccer – simply as their data know-how. However there’s data know-how on the enterprise facet, and data know-how on the soccer facet of our enterprise. So, it’s simply… all the pieces turns into very specialised.
And that’s terrific, however then, you need to attempt to carry these folks in, so that they get to, possibly, have an outsider’s perspective, and a take in your particular division that, possibly, you had by no means thought of. Some out-of-the-box concept that can make your division higher. So, we’re attempting to carry people in on the surface, and different departments into our workforce, simply so that they get to see what we’re doing. Guarantee that we now have the identical shared targets. The identical KPIs. Guarantee that they know what my KPIs are, so, possibly, they will help us hit these targets, as properly. However I believe, to return to your query, Dr. Reese, is simply actually permitting your worker base to gravitate to what they’re going to be good at and ensuring you’re making the most of their strengths.
I believe our group, as an entire, has carried out a extremely good job of fostering that job progress and profession progress internally, however it’s troublesome, as a result of issues are getting extra specialised. So, it might be harder for someone, most likely, on my workforce to gravitate extra to a strategic enterprise intelligence function. They didn’t go to high school for that. They most likely don’t have a… possibly a graduate diploma for that. So, there are going to be some limitations that might most likely dissuade these from doing that, however I believe when there are alternatives to be extra well-rounded and to know the business higher – know the group higher – I believe there are some alternatives for progress on that.
Jim Reese: I believe that’s a extremely attention-grabbing level, as a result of one of many greatest issues that you’ve got in any group is that complete “siloed” issue, the place communication suffers. And, so, I believe once you do what you simply defined, I believe communication will get enhanced. You get these views from possibly an outsider’s perspective that may actually aid you go in a path possibly you don’t suppose you’d go. And, so, I believe that’s actually useful.
(11:34):
All proper. Now, I’m going to take you down Reminiscence Lane a little bit bit. What’s your greatest reminiscence about our ’90s Tremendous Bowl run as a company? Is there one factor that jumps out? I’ve just a few, I’m simply curious. I’ve by no means requested you this query to see what your ideas are on this.
Derek Thomas: Wow, yeah, that’s going aways again. Completely beloved that point, simply in my life and in my profession. And, I believe, wanting again, you simply, you don’t know what you don’t know. You’re simply dwelling within the second. You’re having fun with every bit of it. Successful, and successful at that degree, is one thing that you just simply… you suppose it’s going to be repetitive. You suppose there’s simply going to be extra of it, after which, impulsively, the ebbs and flows of sports activities… We received back-to-back Tremendous Bowl championships. Acquired to be a part of each little bit of that. After which, you most likely take it with no consideration. After which there was a dry spell. Then, you type of climb the height once more, and we had been in a position to win one other Tremendous Bowl championship. And then you definately recognize the nice instances, and then you definately look again in your profession, and also you’re like, “Gosh.” That’s simply one thing you thought it was simply going to be each season. We had been simply going to be aggressive and making deep playoff runs each season.
You miss these instances, and you end up telling your employees and the workforce about these instances, and the way nice they’re, and the way – I imply, we’re all rowing collectively for a similar aim, to attempt to get there each on and off the sector, whether or not on the enterprise facet, the soccer operations facet, and so forth. You miss these. I need to expertise that once more in my profession.
These groups, we had multiple Hall of Famers, and nonetheless extra to come back. And then you definately take a look at after we received with Peyton Manning and Von Miller. We had a number of Corridor of Famers. DeMarcus Ware. Now, we’re type of coming into a brand new period of Broncos soccer. Model new teaching employees. Model new draft picks. New potential QB1 down the street in Bo Nix. So, I imply, it’s a brand-new period of the place we’re going, as properly. Model new possession. Model new government workforce. So, simply a variety of issues to be enthusiastic about in Broncos nation proper now.
Jim Reese: I’m excited nonetheless as a Broncos fan to see these issues taking place. You understand, for myself I can say the ring ceremonies and the parade – these had been the issues that bounce out at me.
Derek Thomas: That’s a – it’s a galvanizing type of second in time on your skilled life. In your private life. I imply, pondering that you just’re going to be a part of a Tremendous Bowl victory parade just isn’t one thing that you’d be actually dreaming about. We’re not the athletes. We’re not on the sector. Holding up a Lombardi trophy was by no means one thing that I dreamed that we’d be doing or have the chance to do. After which, such as you stated, getting a Tremendous Bowl ring – not to mention a number of Tremendous Bowl rings in a profession – I imply, these are fairly particular issues. And I do know lots of people which were within the NFL which have by no means skilled that. That’s why we do that. We’re aggressive, and we’re trying to win, and get extra of these.
Jim Reese: All proper, now, the subsequent query is one other widespread one which we get from college students, as a result of they suppose simply since you’re a fan of sports activities that you just’ll make it within the business, and I attempt to share the grind. Out of your perspective, now that you just’ve seen it from a pair totally different places of work, share a little bit bit about that for college students. And also you talked about earlier that the fervour is what will get you thru. That it’s important to be passionate, there’s no query, however the rest which you can share could be nice.
Derek Thomas: We discuss it on a regular basis. It’s a grind. There’s a lot to do and rather a lot to perform. I believe every single day is totally different. It’s one of many issues that I really like about our roles. We’re continually tackling one thing totally different, which I actually take pleasure in. Everyone all the time jokes concerning the low season. They’re like, “Properly, what are you doing within the low season? Are you bored?” I’m like, “That is when the enterprise will get carried out.” I won’t be working weekends as a lot as I do in the course of the season, however, if something, there’s most likely extra work to be carried out within the low season than there may be in the course of the season. In the course of the season, it’s a six-, seven-day-a-week job. Working whether or not you’re touring for an away sport, you’re making ready for a house sport…. The hours positively are extra. However, then, the technique, the longer term forecasting, the planning, the enterprise, the brand new gross sales, renewing companions, that’s – these are all of the blocking and tackling of the enterprise facet of sports activities. It’s taking place in the course of the low season.
A fast apart: I believe we have to discover a new identify for the low season. The NFL, someone, may make one million {dollars} arising with only a new moniker for a way we consult with the low season. From the day that the Tremendous Bowl ends to the day you begin coaching camp, it’s simply preparation. You’re making ready for the subsequent season. And I believe that you must embrace the grind. You might want to love the work that you just’re placing into it. I take pleasure in that. I take pleasure in getting up, going to work every single day, understanding that what we’re doing is making a distinction. On the finish of the day, I imply, we’re nonetheless a small, family-run firm. We’re roughly 300 workers, so we’re a small to mid-size, family-run enterprise that simply occurs to run an NFL franchise. And I take pleasure in that piece of it too. I benefit from the household piece of it. Nonetheless, you recognize most names and faces in your group, which I believe is fairly distinctive, this point in time, for an enormous model.
However you simply, it’s important to benefit from the work that you just’re placing in and know that you just’re a part of the workforce. You’re a part of one thing greater than you. I’m not going to have the ability to affect what takes place on the sector on a Sunday afternoon however understanding that the enterprise piece and what it means to the workforce – that’s one thing that’s… we are able to affect. And we are able to affect that in a good way. So, I’ve all the time loved that piece.
Jim Reese: That jogs my memory of a quote I heard about Michael Jordan, and Kobe Bryant, and another athletes. Those that loved follow, and labored simply as laborious in follow as they did in video games. Every time you may have athletes like that that come alongside, and also you associate that with expertise, there’s once you get Corridor of Fame-type athletes. And, so, it’s attention-grabbing that you just say that, as a result of it’s so laborious to get in and to remain in. And in case you have that perspective the place you actually benefit from the course of – and never simply the video games and all the advantages. In the event you benefit from the course of, that’s the place you’ll be able to actually have some endurance within the business.
Derek Thomas: The little issues matter. Even used that saying in my private life. So the little issues that you just do, whether or not it’s in your office, in your private life, little issues like that matter, they usually add up. The little issues add as much as large issues. I do keep in mind that, completely. I believe we obtained type of the identical speech the subsequent 12 months, after we went again to the Tremendous Bowl, and it’s issues that our possession/government workforce continually reiterate to us as a company, as properly. If we are able to handle these little issues, whether or not it might be for a coach or a participant, then it does affect how they might doubtlessly carry out on a sport day.
And the little issues matter when it’s speaking about our fan base. There are issues that we are able to do to make a fan really feel nice on a sport day. We solely get 10 alternatives at house a 12 months to fulfill our fan base, handle our fan base, ensuring that they’re having fun with the leisure piece of the sport as a lot as attainable. So, in these – a smile, a handshake, a, “Thanks for being right here.” These little issues, they actually do matter. So, no, I really like that you just introduced up that story.
Jim Reese: All proper, now, on to a different… on to a critical query about college students that need to work in advertising and marketing or company partnerships or sponsorship. Recommendation for them, so far as the way to put together for that whereas they’re nonetheless in class? Any ideas on that?
Derek Thomas: Completely. Intern, intern, and intern extra. I take a look at internships as a “no hurt, no foul,” wonderful means for college students to seek out out what they like. Take a look at what they like. And I did a number of internships over my collegiate profession, skilled profession. However I don’t suppose I checked out it from the angle of… the intern goes right into a model, a company, with a chance to study that model, that group. The character of that group. Discover out if it’s even one thing that they might need to work… a area they might need to work in, an possession group or an government administration group that they might need to work for. What’s the company tradition? So, I all the time attempt to inform faculty college students, after I’m speaking with them, it truly is – an internship is a “no hurt, no foul” technique to check… see if it’s one thing that you just even like, in the event that they’re folks that you just even like. How do you slot in that company tradition? Is it one thing the place you possibly can see you rising professionally in that company tradition?
And should you attempt one thing in advertising and marketing and also you’re like, “Gosh, that’s not likely my cup of tea. I didn’t actually recognize that,” then possibly you attain out… premium seating, or whether or not it’s enterprise analytics and technique. Discover out what your strengths are, after which attempt to search that place, should you can. That’s one thing that I normally come again to. And normally, I imply, internships are six months, a 12 months, a summer season. So, normally, it’s a chance to simply continue to grow, hold sharpening your instruments, discover out, attempting to fine-tune the departments that you’ve got curiosity in. Ask questions. Just remember to’re – whoever you’re rolling as much as as an intern, ask them, “How did you get into this business? What internships did you do this obtained you to this place?” I believe actually clear, good, thought-out, inquisitive questions will get you a great distance, as properly.
After which, looking for these mentors within the industries which you can keep in contact with as you’re approaching these totally different internships. I believe that’s simply one other nice perspective to have, as you’re trying to construct your portfolio and look to develop within the business.
Jim Reese: That jogs my memory of a pupil that did an internship one time – both an internship or a volunteer alternative – and the individual got here again and stated, “Properly, you recognize, that was an entire waste of time. I didn’t take pleasure in it.” And I stated, “Whoa, wait a minute. Your focus simply narrowed. You simply realized that there’s an space that you just don’t need to work in. Which means you simply obtained extra targeted on the place you’re going to finish up working.” And so…
Derek Thomas: Yeah, for certain. It’s an audition each methods. The manufacturers are wanting on the intern to see in the event that they’re someone that they may see rising of their group, and the intern must be taking a look at that group, or model, or sports activities workforce as, “Is that this one thing that I need to do as a profession?”
Jim Reese: Completely. We’re winding down, Derek, and so I’ve obtained one final query that I ask of everybody. And that’s what’s subsequent for DT? What’s subsequent for Derek Thomas? What do you see your self doing in possibly the subsequent three to 5 years? Is it the identical place, or do you may have some private targets?
Derek Thomas: Like it. Properly, the subsequent factor for DT and the Denver Broncos is getting the NFL schedule launch. So, that’s like Christmas for us. So, we are able to’t plan our lives with out the NFL schedule instances and dates. So, wanting ahead to that. You begin to give attention to shorter-term issues on the calendar to guarantee that your skilled profession is shifting ahead. I really like what I do, Jim, I actually do. I’ve for 28 years. Went to high school for this. Wished to all the time be on the enterprise facet of sports activities. Would like to win one other Tremendous Bowl, like we had been joking earlier. Would like to hoist one other Lombardi trophy in my profession. So, hoping that our present teaching employees and gamers can get us again to that place. So, that’s the hope and aim for certain.
It’s an adolescent’s sport. So, I imply, it retains me younger. Our employees might be normally between 25 to 35, so it’s a younger employees, in order that helps hold me younger. I actually take pleasure in that piece of it, as properly. We do have a variety of nice tenured workers with the Broncos which were good associates for a very long time. Love working with them. I can see myself nonetheless doing this for a very long time. I imply, so long as I really feel like I nonetheless have the fervour and the will, and I ask two questions, just about yearly: Do I really like what I do? And do I really like who I do it for? And people are each answered sure yearly, then I need to carry on this Broncos path. However down the street I can completely see, possibly, some type of a consulting function coming into play. Would possibly sit on a few boards of some foundations right here within the Denver space. So, I do take pleasure in doing that as properly. I believe these could be nice issues to shift to later in life.
However sports activities is in my blood. It all the time has been. All the time will likely be. It might be laborious to seek out greener grass if I had been to depart the sports activities business, for certain.
Jim Reese: Brings me to a different query that you just’re going to giggle about. Are you continue to working with CU?
Derek Thomas: Yeah, completely. Nonetheless type of assist as a guide, go up and, and communicate to courses. So, we rent – our group does a extremely good job of hiring interns. We most likely are 15+ interns complete as a company yearly in varied departments. You’ve despatched us a variety of nice college students over time, so it’s – I take pleasure in working with universities to guarantee that we’re out and attempting to safe the most effective expertise that we are able to. So, I’ve all the time loved these roles.
Jim Reese: As we wind up right here, something that you just’d prefer to share that I’ll have missed in my questions? Or something that you just suppose that college students wish to know? Or simply phrases of knowledge?
Derek Thomas: Simply need to thanks. I believe you’ve been an amazing mentor for me alongside the best way, and I do know for a number of of your college students alongside the best way. And also you’ve had an unbelievable profession within the sports activities world as properly, so recognize you. There must be some “stick-to-it-iveness” to get into this business. And a few tenacity to get into this business. So, that’s one thing that I might all the time need to move alongside to college students which might be desirous about this, as properly. You’re going to get nos most likely greater than yeses. So, I believe you will need to have that tenacity and aggressiveness to… If it’s one thing that you just actually need to chase, you’re going to should chase it laborious, and doubtlessly for some time, earlier than you discover that function that offers you your first launch pad into this business. So, simply guarantee that it’s one thing that you just love, it’s a ardour business, and that you just’re prepared to chase it.
Jim Reese: I believe that’s nice recommendation, as a result of folks that need to work in sports activities and are usually not prepared to take “no” for a solution are those that normally make it. Nice recommendation for our college students. Properly, Derek, thanks once more. We actually recognize it. For these listeners at house, and for our college students, we thanks on your continued assist of our Voices Within the Discipline podcast sequence. For those who have seen the basic sports activities film, “Rudy,” Rudy Ruettiger will likely be our subsequent visitor. Till then, on behalf of myself and my colleagues from the APUS sports activities administration program, that is Jim Reese saying so lengthy.