Hello, welcome to SportsGrad! 👋 

Here you’ll find interviews with (almost) every job in the sports industry.
We ask people living the dream:
“How did you get your job?” and “What does it actually involve?”
So that you can land a dream job in sports too.

Enjoy!

"Breaking into sport isn’t about waiting for the perfect opportunity; it’s about creating it." - Armaan Ahluwalia

Meet Armaan Ahluwalia, the Strategic Solutions Lead at Alpine.

Armaan’s career has taken him across continents, from the Kansas City Chiefs to the Brooklyn Nets and now into Formula 1 with Alpine. His role focuses on using data and insights to drive revenue, but his journey into the industry started with something entirely different—sports journalism.

With experience at major organisations like the Chiefs, Nets, and Alpine, Armaan has worked on high-profile projects, from negotiating naming rights deals in the NFL to driving innovative partnerships in Formula 1. His expertise spans sponsorship, analytics, and strategic revenue generation, making him one of the most versatile minds in the sports business.

If you’re wondering how to land a dream job in sport, overcome imposter syndrome, or navigate international career moves, Armaan’s story is a goldmine of practical advice. Plus, his unconventional networking strategies might just be the push you need to start reaching out to industry leaders.

🔥 Quickfire Questions

1. What inspired you to work in sport? 
   When I was at university, a guest speaker spoke about working on the 2015 Women’s World Cup bid. From that moment, I knew I had to be part of sports as a career.

2. What was your first ever sports-related role? 

   Writing for my university’s paper in the sports section.

3. What’s one interview question you were asked for the job you’re in? 
   "Why are we having this conversation?"
   

4. A book or podcast recommendation that helped your career? 
   Good to Great—it gave me foundations on how successful businesses operate.
   

5. If you could try another job in sport for a day, what would it be? 
   Content creation—any kind. It’s such an impactful part of storytelling that connects fans with players and teams.

🔥 Quickfire Journey

1. University Spark – Attended a guest lecture about the 2015 Women’s World Cup bid and realised he wanted to work in sport.

2. Journalism Start – Wrote for his university’s sports section and covered teams.

3. Winnipeg Blue Bombers – Took on an operational role in food and beverage to gain industry experience.

4. Kansas City Chiefs – Landed an internship that turned into a full-time role in partnerships and revenue strategy.

5. Brooklyn Nets – Moved into international marketing and partnership solutions.

6. Formula 1 with Alpine – Transitioned into the UK market, leading strategic solutions using data and analytics.

💬 Quotes from Armaan

"I never followed my passion—I followed my curiosity, and it led me to places I never imagined."

"I knew I wanted to work in sport, but I had no clue how. I just kept saying yes and figuring it out along the way."

"My journey wasn’t a straight line, but every twist and turn added another skill to my toolbox."

"Networking isn’t about adding people on LinkedIn—it’s about having real conversations and building trust."

"Breaking into sport isn’t about waiting for the perfect opportunity; it’s about creating it."

"I started in journalism, moved into operations, then partnerships, and now strategy. The sports industry rewards adaptability."

"One cold email can change your entire career."

"Working in sport is a marathon, not a sprint. The key is staying in the game long enough to get noticed."

"I’ve been rejected more times than I can count—but every ‘no’ brought me closer to the right ‘yes.’"

"The secret to my career? Say yes to challenges before you feel ready."

Career Journey: How did Armaan get here?

Early Inspiration:

Armaan’s passion for sport wasn’t obvious at first. He switched majors multiple times at university before a guest lecture on the 2015 Women’s World Cup bid opened his eyes to a career in sports business. Determined to break in, he started writing for his university paper’s sports section and covering games, which led to radio work and building a network within the industry.

First Steps into Sport:

After university, Armaan struggled to land a job but used networking to create opportunities. His first break came through a connection at the Winnipeg Blue Bombers, where he worked in food and beverage operations. It wasn’t glamorous, but it gave him hands-on experience in the business side of sport.

Breaking into the US Market:

Armaan pursued an MBA in sports business at San Diego State, which included an internship requirement. He networked aggressively and landed a role with the Kansas City Chiefs, starting in hospitality before moving into business analytics and sponsorship. Over six years, he worked in every aspect of commercial partnerships, gaining experience in data-driven revenue generation.

Moving to New York & the Brooklyn Nets:

Looking for a new challenge, Armaan transitioned to the Brooklyn Nets, where he worked on international marketing and partnership solutions. He was part of the team that executed the Nets’ major European activations, including the Brooklyn Nets in Paris campaign.

Formula 1 & Alpine:

Wanting a global challenge, Armaan moved to the UK to join Alpine in Formula 1. His role in Strategic Solutions focuses on using data to maximise revenue opportunities across sponsorships and partnerships.

Role Overview: What does being Head of Strategic Commercial Solutions actually involve?

Armaan's role at Alpine involved driving commercial success by leveraging data, insights, and creative storytelling. He played a key role in maximizing revenue opportunities, shaping brand partnerships, and using strategic thinking to position the team in the highly competitive world of Formula 1.

Key Responsibilities:

Data-Driven Strategy: Armaan was responsible for transforming raw data into actionable insights that influenced commercial strategy. This involved analyzing sponsorship impact, fan demographics, and engagement metrics to help Alpine and its partners make informed business decisions.

Sponsorship & Partnership Solutions: His team acted as a bridge between marketing and partnerships, ensuring that sponsorships weren’t just logo placements but meaningful activations. He worked with brands to create custom, data-backed sponsorship strategies that aligned with both business objectives and audience engagement goals.

Creative Storytelling & Brand Positioning: A major part of his role involved crafting narratives that elevated Alpine’s appeal to sponsors and fans. Whether through pitch decks, case studies, or digital content, Armaan used storytelling to articulate why brands should align with the team and how those partnerships could generate tangible ROI.

International Market Expansion: With Formula 1's rapid growth in new markets, Armaan’s job also included identifying and capitalizing on emerging commercial opportunities. This involved researching regional fan trends, working with local agencies, and developing localized marketing strategies to engage fans and sponsors in key territories.

Collaboration with Teams Across F1: While Alpine operated independently, Armaan liaised with Formula 1’s central commercial teams to stay ahead of industry trends, share best practices, and explore league-wide sponsorship opportunities. This collaboration ensured that Alpine remained competitive in a sport where innovation and strategic partnerships drive long-term success.

High-Pressure, Fast-Paced Environment: Working in Formula 1 meant navigating tight deadlines, unpredictable market conditions, and the demands of a globally recognized sports brand. Armaan thrived in this setting by staying adaptable, managing multiple stakeholders, and ensuring that his team delivered high-quality strategic solutions under pressure.

Questions asked by Members

1. How did you land your first role in sport?

2. What’s the biggest cultural difference between working in the US and the UK?

3. How do you approach networking in a new country?

4. What was the most challenging project you’ve worked on?

5. How do you stay up-to-date with industry trends?

6. What advice do you have for people trying to break into sport?

7. How did you pivot from journalism to sponsorship and strategy?

8. What’s the hardest part of working in Formula 1?

9. What role does data play in sports business today?

10. How do you build meaningful professional relationships?

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