We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
SMQ PROFILE/INTERVIEW.
- Authors
Robinson, Matthew
- Abstract
The article presents an interview of the author with Tim Hofferth, President and Chief Operating Officer Nelligan Sports Marketing. In the university atmosphere, Hofferth developed valuable skill sets and learned the importance of making yourself invaluable to the organization. At Kentucky he was part of a core team that helped build the largest television or radio network in college sports. He learned a great deal from that experience and even more at Villanova University, where he had to create revenue and resources for the entire athletic department. During his tenure there, he built sponsorship revenue up from about $150,000 annually to over $4 million annually, and generated over $28 million in total sponsorship. College and university athletic departments aren't in the business of investing in high-level sales people who understand what corporate America is trying to achieve or how to create value from the assets they manage. It takes a unique set of skills to maximize these opportunities. Nelligan has been able to create a new model, an outsourcing model, which secures high-level sales people who understand what corporate America is trying to achieve in marketing to the university demographic and the value in helping companies influence the buying decisions of those consumers.
- Subjects
UNITED States; HOFFERTH, Tim; AMERICAN business enterprises; EXECUTIVES; NELLIGAN Sports Marketing (Company); TELEVISION &; sports; TELEVISED sports; MARKETING
- Publication
Sport Marketing Quarterly, 2003, Vol 12, Issue 1, p5
- ISSN
1061-6934
- Publication type
Interview