I recently took students from Columbia University to a Red Bulls game to evaluate in-stadium signage as part of their summer curriculum.  On my way home I walked past a group of event staffers breaking down sponsor activation booths.  They were rolling up the inflatable, packing away banners and boxing up premiums.

I was encouraged to see staffers getting dirty and learning from the ground up that activation programs, at venues such as Red Bull Arena, remain critical to brands desiring fan engagement at passion points.  My encouragement stems from years of observing young professionals who fail to recognize the value of these types of experiences.

As I committed to writing this entry, my thoughts wandered back to my first sports marketing assignment at Global Sports after college.  I was part of a small team involved in producing the Hoop It Up National Finals on ESPN.  Arriving on-site from the airport, I was immediately summoned to the roof of a nearby building.  “Hey, Neuman, climb the ladder and get up here, we’ll teach you how to tether banners to the roof.”  Thus began my education in banner tying and in essence, my career.

I went on to tie a lot of banners and looking back I realize how instrumental this education was in my career development.  These were long hours and hard work.  However, these on-site experiences served as the culmination of great ideas that made the sale a reality.  Sponsor activations that promote products/services directly to consumers and the hard work to implement them are critical career stepping stones for all of us.

With a steady stream of young professionals with sport management degrees coming into the marketplace, getting a leg up on the competition will come through hard work, dedication, experience and doing some “grunt work.”  So to jumpstart your career, find the nearest ladder and start climbing.   There are a ton of banners left to be hung.

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