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!

"The sports industry rewards those willing to say ‘yes’ to unexpected opportunities.” - Maddison Nutting

Meet Maddison Nutting, the Corporate Sales Executive at the Brisbane Lions.

Maddison’s role involves crafting high-value membership experiences, managing corporate hospitality, and connecting fans to the game they love. From working with elite AFL teams to engaging members with innovative campaigns, her work brings together the Brisbane Lions community.

Maddison’s journey is diverse, with experiences spanning sales in construction and pet travel, to roles at Cricket Australia and Carlton Football Club.

If you’re dreaming of a career in sports, Maddison’s story shows how to turn unrelated jobs into stepping stones, navigate relocations, and still break into a competitive industry. Read on to learn how to build your confidence, network effectively, and succeed in sales roles within the sports industry.

🔥 Quickfire Questions

1. What inspired you to work in sport?
   I wasn’t a natural sports fan growing up, but experiencing live games drew me in. The energy and atmosphere reminded me of concerts, but on a weekly scale.

2. What was your first sports-related role?
   I worked as the State Accreditation Coordinator for Cricket Australia, helping manage credentials for events.

3. What did you study after high school?
   I’ve completed diplomas in entertainment business, public relations, and leadership and management.

4. Can you recall an interview question for your current role?
   I was asked what I could bring to the team that differentiated me from others with similar skills.

5. A book or podcast recommendation?
   I love Dan Gorringe’s podcast for its fun, football-oriented vibe.

6. If you could try another job in sports for a day, what would it be?
   I’d love to explore the role of a Head of Football to understand the logistics and welfare aspects behind the scenes.

🔥 Quickfire Journey

1. Discovering Sport - Initially worked in music but fell in love with the live atmosphere of cricket and AFL.

2. Cricket Australia - Seasonal role managing state accreditation for events.

3. Transition to AFL - Joined Carlton Football Club as a Membership Sales Officer, growing her skills in fan engagement.

4. Brisbane Lions - Moved interstate to take on consumer sales and now oversees corporate sales, managing hospitality and high-value memberships.

💬 Quotes from Maddison

"I wasn't always a sports fan, but once I experienced the atmosphere of a live game, I was hooked."

"From pet travel to sports marketing, every step shaped my ability to connect with fans."

"It’s not about where you start; it’s about how you build from every experience."

"Working in AFL is more than a job; it’s a chance to create unforgettable moments for fans."

"Sometimes, you have to step back in your career to leap forward."

"Grand Final week is like orchestrating a symphony – every note matters."

"The sports industry rewards those willing to say yes to unexpected opportunities."

"Even with small teams, we deliver big results for fans and members."

"It’s not just about selling tickets; it’s about creating lasting connections with supporters."

"The energy of live sports is what keeps me passionate every day."

Career Journey: How did Maddison get here?

Early Career: A Love for Experiences

Maddison began her professional journey in music, drawn by the energy of live concerts. This passion for creating memorable experiences became the foundation of her career. After discovering the electric atmosphere of live sports, she pivoted to the sports industry. A friend’s invitation to a cricket match changed everything, introducing her to the electrifying atmosphere of live sports and sparking a desire to work in the field.

Cricket Australia

Maddison’s first role in sports was at Cricket Australia. She worked with the event delivery team as a State Accreditation Coordinator managing credentials for major events provided her with hands-on experience in logistics and operations, laying a strong foundation for her career in the sport industry.

Adapting Through Challenges

The COVID-19 pandemic forced Maddison to pivot when opportunities in the sports industry dried up. She transitioned into construction and pet travel sales but never lost sight of her ultimate goal. Her resilience and willingness to take on roles away from sport built skills that have proven invaluable in her career.

Breaking into AFL with Carlton Football Club

Maddison joined Carlton Football Club as a Membership Sales Officer, where she developed expertise in fan engagement and sales. Her creative approach to converting casual fans into members earned her recognition, and she later took on additional responsibilities managing Carlton’s prestigious Coterie Group, a high-value membership program.

Taking a Leap to Brisbane Lions

After two successful years at Carlton, Maddison decided to embrace a new challenge, relocating to Brisbane to join the Lions. Initially working in consumer sales, she quickly made an impact and was promoted to Corporate Sales Executive. Her current role combines her passion for sales with creating memorable experiences for fans and corporate clients alike.

Lessons from the Journey

Maddison’s path highlights the importance of persistence, flexibility, and networking. From working across industries to taking calculated risks, she continuously adapted her approach to build a career in sports. Her advice to aspiring professionals is to embrace every opportunity, trust in the value of transferable skills, and never be afraid to start small to achieve big dreams

Role Overview: What does ‘Customer Sales Executive’ actually involve?

Maddison plays a crucial role in the Brisbane Lions' membership and corporate sales strategy. Her responsibilities span sales, fan engagement, and logistical management, ensuring fans and corporate clients have exceptional experiences.

Key Responsibilities:

Membership Sales and Conversion: Maddison focuses on converting casual fans into committed members by identifying barriers and tailoring campaigns to suit varying needs. Her efforts ensure consistent membership growth and retention.

Corporate Hospitality: In her corporate sales role, Maddison manages premium offerings like hospitality suites and event tickets. She oversees the sales process, ensuring high-value clients receive top-tier experiences.

Fan Engagement Campaigns: Maddison develops innovative campaigns to enhance fan participation, including support for the Big Freeze initiative, which combined reserved seating with charity donations, driving both ticket sales and community support.

Match Day Operations: A hands-on contributor, Maddison ensures smooth ticketing and membership services during matches. From managing ticketing boxes to assisting with fan queries, she makes game-day experiences seamless.

Data-Driven Outreach: By leveraging a database of over 120,000 members, Maddison creates targeted campaigns that maximise engagement and encourage members to deepen their involvement with the club.

Adapting to Queensland's AFL Market: Maddison navigates the challenges of working in a region where AFL isn’t the dominant sport, using creative promotions and strategic collaborations to fill stadiums and attract new fans.

Seasonal Adjustments and Planning: Her responsibilities vary by season, from off-season membership renewals and planning to high-energy campaigns during the AFL season. She tailors her approach to align with the club's goals throughout the year.

Maddison’s ability to adapt, strategise, and execute across diverse areas makes her an integral part of the Brisbane Lions’ success.

Questions asked by Members

1. How do you manage ticketing logistics for the Grand Final?

2. What are the challenges of working in Queensland, where AFL isn’t the dominant sport?

3. What’s your approach to turning casual fans into committed members?

4. How do you balance work-life pressures during peak seasons?

5. What advice do you have for people looking to enter sports sales?

6. How can transferable skills from unrelated jobs help in the sports industry?

7. What do you consider your greatest achievement in your role?

8. How do you handle rejection in a sales-driven role?

9. What’s your strategy for engaging fans who are new to AFL?

10. How important is networking in securing roles in sports?

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