{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2F5f57c17b-4e4e-47ae-967f-3337b7c8884a","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"","title":"Partnership Activation Challenges in the NBA with Melissa Silberman","description":"
\nHey everybody, I\u2019m Brian Clapp, VP of Content and Engaged Learning for WorkInSports.com and this is the Work In Sports podcast.
\n
\n
\n
\nThere are so many interesting conversations to have right now surrounding the abnormal sports world we are currently immersed in.
\n
\n
\n
\n
\n
\n
\n
\nThe other day I was asked during a panel discussion what I thought were the most important skills someone in the industry should be utlilizing right now.
\n
\n
\n
\nNow, in normal conditions I say coachability, competitiveness and curiosity. Those are literally my three favorite terms when it comes to employment in any industry.
\n
\n
\n
\nBut right now I\u2019ve had to adjust my thinking some \u2014 those three terms are still incredibly viable \u2013 but I\u2019m going to throw three more at you.
\n
\n
\n
\nFlexibility, improvisation and innovation.
\n
\n
\n
\nLet\u2019s break these down a bit because they are all aligned, but subtly different.
\n
\n
\n
\nWe\u2019ll start with Flexibility \u2013 there is a narrative in every industry that we continue doing things because that\u2019s the way we\u2019ve always done things. Routine. History. Legacy decisions.
\n
\n
\n
\nThis is not acceptable now. The assumption that we just keep plugging along without change is flawed. We need to entertain ideas and we need to be flexible in their deployment.
\n
\n
\n
\nWe need to be flexible in the ways we generate revenue, allocate resources and more.
\n
\n
\n
\nProcesses and objectives need to change.
\n
\n
\n
\nImprovisation \u2014 this is the act of coming up with ideas on the spot.
\n
\n
\n
\nWe all need to open up and engage the parts of our brain that spark creativity and different thinking. We\u2019ve been so long following patterns, that we need to spark the fire of improvisation.
\n
\n
\n
\nWe all need to consider the unconventional.
\n
\n
\n
\nLook at high school sports \u2014 the NBA can have a bubble, the NFL can test daily, high school athletes are at higher risk of contracting and spreading. This is beyond doubt. That is not a political statement, it is fact.
\n
\n
\n
\nSo when people say \u201chave you considered playing in spring, have you considered a condensed schedule\u2026have you considered \u2026have you considered\u2026\u201d
\n
\n
\n
\nWe have to turn on the thought provoking sides of our brain and say \u201cwe should consider everything\u201d
\n
\n
\n
\nInnovation \u2014 chaos breeds opportunity \u2014 Where is it?
\n
\n
\n
\nThis needs to be the mantra of all businesses and employees \u2014 where is the opportunity, how can we shift, re-align, change products, change approaches, INNOVATE. Companies that changed their clothing textiles to mask development, innovated.
\n
\n
\n
\nSports business that created digital platforms and webinars and podcasts and virtual internships\u2026 they innovated!
\n
\n
\n
\nWe need that spirit back. Innovate. Improvise. Be flexible.
\n
\n
\n
\nNo one embodies that more than today\u2019s guest. Melissa Silberman is the Director of Partnership Activation for the Atlanta Hawks \u2014 simply put, she works to make sure team sponsors have impactful campaigns that reach their audience with powerful messaging.
\n
\n
\n
\nWell, a big percentage of that is through in-arena activations \u2014 the 21,000 crazy fans coming to State Farm Arena on game night ar seeing and engaging with sponsor activities.
\n
\n
\n
\nSo how does Melissa and her team show their sponsor there is great value in associating with the Hawks,","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/5130d7a0-78fe-4504-b88f-5aa982344a2c/wispod-cover.png"}