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 competition is fierce, but persistence and upskilling were my keys to success". - Sam Waring

Meet Sam Waring, a Strategy Consultant at Gemba. Sam’s role revolves around advising brands on sponsorship strategies across sports and entertainment, blending commercial and creative strategies. His expertise includes working with high-profile clients such as Coca-Cola, McDonald's, and Netflix, showcasing a career defined by impactful brand partnerships.

With a solid background in marketing and sport, Sam started his journey as a Marketing Intern with the NZ Breakers and continued to build his career through dedication and self-improvement. His early experiences include double bachelor's degrees in Business and Sport Management, internships, and strategic upskilling that enabled him to break into the industry despite challenges.

Sam’s story is packed with advice on overcoming rejections, staying persistent, and identifying skill gaps to pursue targeted development. His journey is particularly inspiring for job seekers eager to understand the behind-the-scenes of a sports strategy career and learn the importance of strategic networking and continuous self-growth.

🔥 Quickfire Questions

1. What inspired you to work in sport?

   Growing up, sport was a big interest in my life, both playing and consuming, so naturally, I wanted to turn my passion into a career. "Never work a day in your life if you enjoy what you do," as they say.
   

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

   Marketing Intern with the NZ Breakers (basketball team)
   

3. After High School, (if any) what extra study did you do?

   Double bachelor's degree: Bachelor of Business (Marketing, Advertising, Sales, & Retail) and Bachelor of Sport & Recreation (Sports Management)
   

4. What's one interview question you were asked to answer for the job you're in?

   What car brand & make would you be and why?
   

5. A book or podcast recommendation that's helped your career?

   "Good Strategy, Bad Strategy" by Richard Rumelt
   

6. If you could try another job in sport for a day, what would it be?

   Match day/event operations. Seeing game day come together must be so rewarding and fulfilling.

🔥 Quickfire Journey

1. Passion for sports – Developed a love for playing and consuming sports early on.

2. University studies – Completed a double degree at Auckland University, focusing on Sports Management and Marketing.

3. Initial experience – Started with an internship at the NZ Breakers and later with Gemba’s New Zealand office.

4. Skill enhancement – Worked in retail marketing to gain campaign management experience.

5. Persistence – Addressed skill gaps after being denied the first time, focusing on data analysis courses.

6. Secured current role – Joined Gemba as a Strategy Consultant after refining key skills and relocating to Australia.

💬 Quotes from Sam

"Sport always brought people together, and I knew from a young age that I wanted to channel that energy into my career."

"I faced setbacks, but they only motivated me to refine my skills and come back stronger."

"The competition is fierce, but persistence and upskilling were my keys to success."

"Working in sponsorships is more than business; it’s about enhancing the passion of fans with brand partnerships."

"Breaking into the sports industry in a small market like New Zealand taught me resilience and adaptability."

"I knew sponsorship was my calling when I first discovered how partnerships amplify fan experiences."

"The journey to my dream job taught me that every setback is a setup for a stronger comeback."

"Seeing a partnership strategy turn into a campaign that impacts thousands is the most rewarding feeling."

"Nothing beats that ‘pinch-me’ moment when I ran onto the SCG with 50,000 fans during Buddy’s 1000th goal celebration."

"Every experience counts, even those unpaid internships. They set the foundation for where I am today."

Career Journey: How did Sam get here?

Early Passion for Sports

Sam’s enthusiasm for sports began at an early age, both in playing and attending events, which led him to pursue a career in the industry. His educational path included a double degree in Business and Sport Management from Auckland University, laying a strong foundation for future roles.

First Steps into the Industry

Sam's initial foray into the professional sports world began with an internship at the NZ Breakers. He also interned at Gemba’s New Zealand office, which opened his eyes to the potential of working in sponsorships and partnerships.

Overcoming Challenges

Breaking into the New Zealand sports market was difficult due to limited opportunities and high competition. Sam’s perseverance led him to work in retail marketing, where he gained valuable experience in campaign management.

Upskilling and Persistence

After being denied a role at Gemba the first time due to a lack of data analysis skills, Sam proactively completed data analytics courses. This included a free course from Google and a specialised sports data course from a UK-based provider.

Landing the Role at Gemba

When the role opened up again, Sam’s enhanced skills and targeted learning secured him the Strategy Consultant position. He relocated to Australia mid-pandemic and embraced the challenging transition.

Role Overview: What does Marketing Strategy Analyst actually involve?

Sam's role as a Strategy Consultant at Gemba involves advising clients on sponsorship strategies across sports and entertainment. His day-to-day is split between commercial strategy, which includes developing sponsorship purposes, evaluating deals, and negotiations, and creative strategy, where he helps bring partnerships to life through activations and content.

Key Responsibilities

Commercial Strategy

Sam's work involves guiding brands on why they should invest in sponsorships, selecting the right assets, and negotiating contracts. For example, he collaborates with top clients like Coca-Cola and Netflix to ensure sponsorships align with strategic goals, resulting in impactful partnerships.

Creative Strategy

He strategizes how partnerships are activated post-deal. This includes conceptualising campaigns, content creation, and event activations, making the brand's presence resonate with audiences. An example is his collaboration with Transport for New South Wales, using partnerships to drive road safety messages across major sports.

Research-Driven Insights

Sam's approach heavily relies on Gemba's proprietary research, enabling data-backed decisions that guide clients on leveraging sponsorships effectively. This research spans sport and entertainment to ensure recommendations are evidence-based.

Collaboration

He works closely with Gemba's creative teams, aligning research findings and strategic goals to develop unique campaign ideas. This collaboration helps merge brand identity, fan engagement, and strategic insights for comprehensive client solutions.

Questions asked by Members

1. How did you find your passion for sponsorships during university?

2. What made you choose an agency over working for a team or league?

3. How do you address the challenge of high competition in the sports industry?

4. What does the workflow in an agency look like compared to working for a team?

5. How do you manage skills gaps when applying for roles?

6. What kind of research does Gemba conduct to support its strategies?

7. What is your favourite project you’ve worked on at Gemba?

8. What advice would you give to someone transitioning from a non-sports marketing role into the sports industry?

9. How do you stay informed about current trends in sports and marketing?

10. How do you prepare for unexpected challenges during campaigns?

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