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Video Introduction
Major: Sport Management
Job Title: Business Development & External Affairs Senior Specialist
Company: Kraft Sports + Entertainment
Company Description: Kraft Sports + Entertainment, a division of The Kraft Group, oversees marketing, sales, content development, and event operations for the New England Patriots, the New England Revolution, and Gillette Stadium. Led by Robert and Jonathan Kraft, Kraft Sports + Entertainment has set the standard for delivering world-class concerts and sporting events to the people of New England for more than 20 years.
Did you have any initial career goals when you entered Isenberg? Were there any key moments or influences (a guest speaker, course, or extracurricular) during your time at Isenberg that changed or confirmed your career goals?
When I initially started at UMass, I was on the business track in Isenberg. I wasn’t sure exactly what route specifically within business I wanted to go. After my freshman year in 2016, I got my first internship in the same department I work in today, but still even then I wasn’t 100% sure of what I wanted my major to be. I was working Patriots training camp one day that summer and saw that there was a table promoting the UMass football game happening at Gillette later that Fall. I got to talking with the students at the table and was offered an interview for the marketing team for UMass Athletics. That first year working in the marketing department confirmed for me that I wanted to pursue a major in Sport Management.
Can you share a favorite work assignment that could help a student understand more about what you do?
One aspect of my job centers around using our venue social media account for major events. I enjoy using social media as a platform to educate fans coming to the event, showcase the event itself, celebrate our venue, and share in the fans’ excitement before, during, and after the event. As part of these efforts, I also work in close collaboration with some of the region’s top social media influencers to host them at our events and have them help us promote ticket sales and the venue as a whole to a whole new audience. For example, during Taylor Swift’s The Eras Tour at Gillette Stadium last year, we had a really unique opportunity to celebrate her, her fans, and her relationship with the venue. We had the attention of millions of Taylor Swift fans, and were able to embrace that in some really cool ways while staying true to our venue voice and expanding our audience.
Now that you’re in this position, what aspects have surprised you that you didn’t anticipate before starting?
I think in most jobs, people don’t realize how much you end up doing that is outside of what you’ll see on a job description. As I’ve grown throughout my position at Kraft Sports + Entertainment, the job I started in is much different than the job I’m currently doing. As you learn and grow within a company, you’ll see how much you’re capable of taking on.
What inspires you about the work you are doing in your industry?
Working in the events industry, you’re able to see events come together from start to finish. Seeing how excited fans are to be in the building on an event day, whether it’s a sporting event, a concert, or more, makes all the work put in over months well worth it.
What are some daily challenges you experience in your role?
What I love most about my job is also what I find most challenging. Every day is very different in the special events industry. While I find that to be exciting, I constantly am having to find new ways to resolve problems that arise. Despite this, it allows me to get better and more knowledgeable in my field as each event comes and goes.
Is there anything you wish you had done differently while a student at Isenberg?
The one thing I wish I had done differently while a student at Isenberg was participate in more extracurricular activities that were related to my major. I was a part of Delta Sigma Pi, which is a co-ed professional business fraternity which I loved, but the group itself was focused on business in general. There are so many clubs that are catered to each major within Isenberg that are so well established and exciting that I wish I had taken the time to check some sport-specific clubs.
Networking is extremely important but can be intimidating to undergraduates. What tips do you have for getting started engaging with alum or upperclassmen?
LinkedIn is such a useful tool for identifying alum or upperclassmen who have career paths that mirror your own. When you’re looking into open positions or companies, take a peek at what alum are working there or have previously worked there. Message them and see if they would be open to having a conversation, or even ask if you can email them a couple of questions about the company and how they landed their job. The worst thing they can do is say no.
