Many careers in sports marketing get stuck for one reason: lack of optionality.
I recently met a friend from the sports business world.
He’s the CEO of a Spanish football club. Our talk reminded me of an essential skill across all levels.
A skill that I now realise has been critical in my career.
Optionality.
Optionality = ability to stay valuable in different scenarios
Let me explain.
Unlike some properties with big structures and resources, most organisations need professionals able to adapt to different functions.
My friend was hired as CEO because he can add value to many areas, as he has been exposed to a wide range of scenarios throughout his career.
One day he needs to discuss the next season’s squad with the sporting director, another day he needs to negotiate a sponsorship deal, and another to defend financial numbers to the owners.
And not only that, he is now looking to hire people who can also perform in many situations. Candidates with high optionality.
Specialisation is important, don’t get me wrong, but professionals who solve more problems are more valuable.
In my career, I built expertise in strategy, sponsorship and digital, but I also did many different things.
For example, stadium tours in San Mamés, pitch board design, contract drafting and media rights bids.
Each of them taught me how the business works from a different angle.
So, it’s important to maximise our optionality in different ways.
How can we do that?
1. Work in dynamic organisations, like agencies, where you are exposed to different projects
2. Raise your hand to offer help and work with colleagues from other departments
3. Be curious and constantly learn about the industry and its different stakeholders
4. Identify and use your core skills to effectively add value to different challenges
Optionality is not about doing everything.
It’s about being useful in many situations.
And in this industry, it makes a huge difference.
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