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!

"If you want to work in sport, say yes to opportunities, even if they don’t seem like the ‘perfect’ job." - Louis Asser

Meet Louis Asser, Marketing Partnerships Coordinator at Tennis Australia.

Louis is responsible for managing high-profile sponsors, ensuring they receive value through branding, activations, and premium experiences at the Australian Open—one of the world’s biggest sporting events. He oversees partners like Kia, Ralph Lauren, Pirelli, and Squealing Pig, working behind the scenes to keep the event running smoothly.

With a career that’s taken him from tennis coaching to live television and media operations in the U.S., Louis has worked at major events including the US Open and Australian Open, and even spent time moderating press conferences for Novak Djokovic, Serena Williams, and Roger Federer. His journey proves that being open to new experiences can lead to incredible career opportunities.

If you’re unsure about what path to take in sport, Louis’ story is a masterclass in adapting, networking, and making the most of every opportunity. Whether it’s understanding how to break into the sports industry, the power of networking, or the unexpected realities of working behind the scenes at major events, this interview has everything you need to get inspired.

🔥 Quickfire Questions

1. What inspired you to work in sport?
   Sport has been my whole life since I was a kid—it was the only thing I ever wanted to do.

2. What was your first-ever sports-related role?
   I was a tennis coach from the age of 15, which led to all my future opportunities.

3. After high school, what extra study did you do?
   I started a Sports Science degree in Australia but later switched to Journalism and Strategic Media in the U.S.

4. What's one interview question you were asked to answer for the job you're in?
   Believe it or not, I’ve never had a traditional job interview. I’m very lucky the power of networking has landed me over 5 jobs in the sports industry. Every job I’ve had has come from networking.

5. A book or podcast recommendation that's helped your career?
   The No Laying Up podcast – it combines sports and media insights with humour.

6. If you could try another job in sport for a day, what would it be?
   I’d love to work in sales—it’s the backbone of every sports business.

🔥 Quickfire Journey

1. Early passion for sport – Grew up playing tennis and initially wanted to be a sports physiotherapist.

2. College tennis in the U.S. – Played Division 1 at the University of Memphis and studied Kinesiology.

3. Media operations at US Open – Started working in media and broadcasting while living in the U.S.

4. On-air sports presenter in New York – Worked in live TV, covering major sporting events.

5. Moved back to Australia – Transitioned to the commercial side of sport, joining Tennis Australia in partnerships.

💬 Quotes from Louis

"Sport has been everything in my life—it’s shaped who I am and led me to incredible opportunities."

"I never planned to be where I am today, but every decision I made was about saying yes to something new."

"Networking isn't just about getting a job—it's about building relationships that will open doors you didn’t know existed."

"I thought I’d be a sports physio, but life had other ideas. Now I work in media and partnerships—it’s funny how things turn out!"

"Every role I’ve had has come from knowing someone—I've never done a formal interview."

"If you want to work in sport, say yes to opportunities, even if they don’t seem like the ‘perfect’ job."

"Tennis coaching gave me the confidence to speak to people—now that’s one of my biggest strengths in my job."

"The Australian Open isn’t just about tennis—it’s about managing huge partnerships that make the event possible."

"The commercial side of sport is where the money is—understanding sales can set you up for success."

"If you don’t know what you want to do, that’s okay. Just start somewhere—you’ll figure it out along the way."

Career Journey: How did Louis get here?

Tennis Coaching & College Tennis:

Louis started his journey as a tennis coach at 15, which led him to playing college tennis in the U.S. at the University of Memphis. He studied Kinesiology and Exercise Science and initially planned to become a physiotherapist.

Breaking into Media & Journalism:

While in the U.S., he realised sports science wasn’t for him and pivoted to Journalism and Strategic Media. He landed media operations roles at the US Open, where he worked directly with top tennis players and learned the behind-the-scenes world of broadcasting and event coverage.

TV & Sports Broadcasting in New York:

After completing his Masters in Journalism, Louis worked in live TV and sports media production, getting experience in sports broadcasting and production with Amazon Sports. His role involved waking up at 3:45 AM daily to cover live events, teaching him the grind and pressure of sports media.

Moving Back to Australia & Tennis Australia:

Returning to Australia, he transitioned into sports partnerships, a side of the industry he hadn’t explored before. At Tennis Australia, he now manages sponsorships and brand activations at the Australian Open, proving that being adaptable and open to change is key in the sports industry.

Role Overview: What does Marketing Partnerships Coordinator actually involve?

Louis plays a crucial role in managing corporate partnerships for Tennis Australia, ensuring brands like Kia, Ralph Lauren, Pirelli, and Squealing Pig receive maximum value from their sponsorships. His job involves everything from brand activations and signage management to handling VIP hospitality and contract execution.

Key Responsibilities

Sponsorship Management & Brand Activations: Louis is responsible for executing partnership deals, ensuring brands activate their sponsorships in creative and effective ways. At the Australian Open, this means coordinating on-site activations, including luxury brand pop-ups, hospitality lounges, and interactive experiences. Each activation needs to align with both the brand’s objectives and the Australian Open’s premium event standards.

Signage & Broadcast Visibility: One of the most valuable assets for sponsors is on-court signage, seen by millions of global viewers during the tournament. Louis ensures all partner branding is correctly placed, logo updates are implemented, and high-profile matches deliver strong brand exposure. Partners can also invest in digital wall animations, displayed on stadium LED screens, and Louis works with the creative team to ensure these assets meet strict brand guidelines.

VIP Hospitality & Client Hosting: A major part of Louis’ role is managing VIP guests and executive partners attending the tournament. This includes securing premium seating, organising corporate suites, and hosting exclusive networking events. Louis ensures that every guest has a seamless experience, making them feel valued while also strengthening their company’s long-term relationship with Tennis Australia.

Ticketing & Accreditation Logistics: With thousands of tickets allocated to partners, managing guest lists is a constant challenge. Louis oversees the distribution of corporate hospitality tickets, adjusting allocations as partner needs change. He also handles accreditation for brand representatives, ensuring smooth access to restricted areas, player lounges, and courtside seats.

Event Operations & Crisis Management: Louis’ job isn’t just about branding and client hospitality—it’s about problem-solving in real time. Whether it’s last-minute ticket changes, security issues at partner activations, or unexpected operational challenges, Louis and his team are always on call to keep the event running smoothly.

Managing International Sponsorship Relationships: Working with global brands like Kia means navigating cultural differences and corporate expectations. Louis regularly liaises with international executives, ensuring their marketing objectives align with the Australian Open’s brand. In some cases, this means facilitating visas, accommodation, and travel arrangements for overseas guests and sponsorship teams.

The Fast-Paced Reality of the Role: Louis describes his role as intense, unpredictable, and high-stakes, but ultimately extremely rewarding. The three weeks of the Australian Open are non-stop, with long hours and constant problem-solving, but the thrill of seeing a major global event come together makes it all worth it.

Questions asked by Members

1. How did you break into your first role in sport?

2. Did you take any courses to learn about effective sports partnerships?

3. What are the biggest trends shaping sports marketing?

4. What’s your advice for someone trying to transition into partnerships?

5. How do you handle conflicts between competing sponsors?

6. What are the realities of working at a major sporting event like the Australian Open?

7. What skills do you think are most important to excel in sports business?

8. How does Tennis Australia measure the value of sponsorships?

9. What’s the most challenging part of your role?

10. How important is networking in the sports industry?

Become a SportsGrad Member to watch the full interview