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‘Be Better’: Inside Good Men in Sport’s Hard-Hitting Message for Men

In the face of change, one program is working to mobilize men to be a generative force for good while helping them find meaning and purpose in their lives.

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Photo credit: The Men’s Initiative

(*BFWD is a Proud Partner of FOS)

At this moment, expectations for men and the way they influence the world around them are shifting. In the face of this change, one program is working to mobilize men to be a generative force for good while helping them find meaning and purpose in their lives.

That program is Good Men in Sport.

A 30-year veteran of the sport industry, Neill Duffy made the decision to refocus his efforts and energy on the intersection of sport and purpose. In 2013, Duffy founded Purpose + Sport, which provides purpose-led advisory, commercial and engagement solutions to help sports sponsors, sports properties and sports non-profits grow and remain relevant in a rapidly changing world. Through his travels, Duffy connected with the Men’s Initiative at the University of British Columbia.

The Men’s Initiative (TMI) seeks to help men connect with their masculinity in a positive and aspirational way. TMI identified a group within society known as permission givers: Men that provide other men with permission to behave in a certain way through the way that they behave. Identifying that athletes are very notable examples of permission givers, TMI approached Duffy in 2017 to help them develop an initiative to work with athletes and others in the sport industry to help present new and healthy ways for men to connect with themselves and those around them in positive ways. This initiative became Good Men in Sport.

“With Good Men in Sport, it’s about more than just telling men to be better,” Duffy states. “This is about creating a bigger culture amongst men using sport as a platform and mobilizing men in sport to be a positive force for good.”

Good Men in Sport, led by Drs. John Izzo, David Kuhl and Duncan Shields, are currently working to achieve their goal through a few different components. The first is through working directly with athletes to teach them the awareness and the skills that they need to connect with their masculinity in a positive way. Since the organization’s inception, several prominent athletes and coaches have become champions of Good Men in Sport message, including U.S. Men’s Rugby captain Blaine Scully, NFL alums Tim Hightower and Dennis Brown, professional soccer player Amobi Okugo, and Stanford men’s soccer head coach Jeremy Gunn.

Gunn and Stanford soccer were actually at the center of Good Men in Sport’s two pilot programs – one working with the student-athletes and another with the university’s coaches – to explore the concept of what it means to be a good man, how young men’s choices affect themselves and those around them, and what can be done to further the conversation around positive masculinity.

The program consists of encouraging young male athletes and those who led them to commit to three things. The first: Reflecting on how they can be a better man. The second: Connecting with each other and establishing genuine relationships. The third: Challenging themselves and each other to be the best they can be in every aspect of life.

Reception to these pilot programs has been largely positive. The Good Men in Sport teams can soon implement programs of this nature with sports teams across the U.S. and Canada.

“There’s been huge interest both amongst the players and the coaches on the topic,” says Duffy. “I think a lot of people are very happy just to have the opportunity to explore this area in more detail. If you can have a team comprising players who are good men, the chances are that team is going to perform better. The best teams are the ones where the guys look out for each other and have each other’s backs, and that’s a big component of what the program teaches. In the college environment, especially, we’ve seen an excitement in discussing what it means for men to be most productive members of society they can be.”

As 2019 begins, Good Men in Sport continues to spread its message through partnerships with BrandForward Promundo, Enso, and the Canadian Men’s Health Foundation, and has recently unveiled its new website with the first content series. In the works for Good Men in Sport are a summit, additional content series on the website, and the exploration of additional partnerships.

“To take things to the next level, we are actively looking for the right brand partners,” states Duffy. “We would love to bring Good Men in Sport and the individual different programs that we’re getting off the ground to more people by working in on conjunction with partners who are aligned with our mission.”

The content series will largely focus on athletes and coaches who want to share their stories in relation to the role and identity of men in society and culture.

“There are men who are models of positive masculinity. We want them to give more voice to that,” says Izzo.

One concept at the center of the conversation of men in sport as well as society at large is “toxic masculinity.”  A pride point for GMIS is helping those involved to understand what this idea really means.

“We tend to shy away from the idea of ‘toxic masculinity,’” Izzo says. “It’s not toxic to be competitive. It’s not toxic to be a protector. It’s not toxic to be strong or stoic. When it becomes toxic is when you let that competitiveness become the thing that overwhelms your life. We’re trying to get away from this idea that we have to destroy masculinity when, really, we want to channel it in positive ways, and help men embrace a fuller form of what masculinity can mean.”

At the center of everything Good Men in Sport has accomplished and hopes to accomplish is the idea that creating a better culture for everyone can start with this generation of males — and sport can be the impetus.

“Well over 50 percent of young men in America participate in sports at really critical junctures of their life,” Izzo states. “For that reason, we felt that it was important to reach into this world and help young athletes understand how being a good man and a good person can leave a stronger legacy than anything that they accomplish on the field or court.”

Organizations or individuals looking to get involved with Good Men in Sport as partners or to add to its voice in the conversation surrounding positive masculinity can contact the Men’s Initiative through this form.


Examining The Future of Sports Sponsorships

GumGum Sports’ latest report, “The Future of Sponsorships”, details several key trends that sponsorship professionals should be keenly aware of.

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(GumGum Sports is a proud partner of Front Office Sports)

Since the dawn of professional sports, sponsorships have been a critical part of the space. Sponsorships draw massive numbers of eyes to a sponsor’s logo or product and supply teams/organizations with a significant portion of their revenue. GumGum Sports estimates that the combination of TV and social media team sponsorships drives $3 billion alone in media value back to the league’s sponsors, nearly a 5x return on investment.

And that’s not even factoring in value from digital streaming or the viewers that are able to watch via an illegal streaming service. In GumGum Sports’ latest report, The Future of Sponsorships, details several key trends that sponsorship professionals should be keenly aware of:

  • Artificial intelligence will quickly become an even bigger part of measuring the success of sponsorships by providing deterministic insights like sales uplift among rights holder fans vs. the general population.
  • Somewhere between 40-60 percent of every leagues’ inventory is missing a significant portion of its overall value.
  • The key to more accurate media value measurement is the ability to track data against a goal or industry standard. This gives those staff members involved in carrying out the actual campaign something to strive for.

Download ‘The Future of Sponsorships‘ to learn the various ways in which technology will build greater trust and performance between sponsors and rights holder

As the world around the sports industry continues to change, so does the overall sponsorship space. Those organizations who chose not to change with it run the risk of not fulfilling their potential or achieving maximum revenue.  Therefore, it behooves most professional sports organizations to understand how much room for improvement they actually have when it comes to securing and executing their various sponsorships.

To download the full report from GumGum, click here.

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Strategies For Building A Winning Ticket Sales Strategy

It is vital for ticket sales executives within sports to understand what goes into filling a stadium and the analytics used in building that strategy.

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(*StellarAlgo is a proud partner of Front Office Sports)

A strong ticket sales strategy is an important key to success for any professional sports team, especially those looking to grow rapidly.

“When we look at building a strong ticket sales strategy, our first focus is understanding our audience: how our fans engage with the club, their preferences and purchasing behaviors and their experience with our guest services,” says Allison Yee-Garcia, VP of Marketing at Sacramento Republic FC. “We seek to understand these key metrics through genuine interactions and strong data collection and analysis, which then shape how we move forward with new initiatives.”

A strong understanding of the audience gives a team a head start on preparing for the future.

“As we look toward a potential MLS stadium, we are already planning to implement technologies that will enable a robust understanding of our fans, including a cashless environment, beacon technology and data-enabled fan activations,” Yee-Garcia says. “We also recently launched an official mobile app that’s helping us with fan profile development and surveying as well as setting the groundwork for a move to an all-digital ticketing environment in 2020.”

Building a strong sales strategy can be a difficult process. In the opinion of many professionals within the sports industry, however, it comes down to a few critical factors.

READ MORE: The Kansas City Royals Partner With StellarAlgo To Learn More About Their Fans

Get Personal

In an age where everyone carries a screen in their pocket at all times, consumers are being sold products at every possible second. Teams need to find ways to make fans care about their messaging in order to stand out. This is one philosophy that StellarAlgo imparts to the more than 30 professional sports teams they work with.

“Your fans are busier than they’ve ever been in history. They get more marketing messaging than they ever have,” says StellarAlgo Founder and CEO Vince Ircandia. “There’s more demand on their attention than there ever has been in the past. While you have these really, really passionate people that love your brand, teams need to innovate and think hard about how well they understand their fans, and message to them on a more personal basis.”

Personal messaging can help build the lifetime value of that customer. For that reason, teams that develop a strong community around their brand will see better results than using a more generic marketing strategy.

After recently beginning a partnership with the Kansas City Royals, StellarAlgo is working with the team to go through audience analytics including survey data, marketing automation, primary and secondary ticket purchase history, and other datasets to find commonalities amongst their most engaged fans. This helps the team realize the best ways to cut through the clutter and reach new fans.

Know The Important Analytics

It is expensive to find new fans. If teams can better understand the fans within their current databases, they can find ways to bring them back more and more frequently.

“Segmenting those fans starts with having a really good dataset,” Ircandia says. “So we are using pretty strong machine learning techniques in order to really let our algorithms determine how fans cluster and which of those attributes are really important in terms of the messaging around the fans.”

For example, StellarAlgo helps teams pay attention to the size of frequent transactions. This can often be some of the most predictive data. Understanding where a customer is in their customer life cycle can help teams tailor their messaging.

“If there’s someone that’s just made a whole bunch of purchases with you, you’re going to deal with that a little bit differently than you would deal with somebody that maybe hasn’t engaged with you in a while or if they’ve engaged with you in a really specific way as of recently,” says Ircandia.

Behavioral and demographic data also makes a difference. Certain groups of people may like to purchase tickets far in advance, some may prefer to purchase day of game. Others value cheap tickets over premium experiences or family events over other themes. Understanding how those fans cluster helps prepare ticket reps for the sales process.

Know Why Something Was Successful

Engagement, clicks and revenue all factor into whether or not a sales campaign was as effective as it could have been. But why did the customers respond the way they did to the different elements of the campaign? Understanding this is important to replicating success in the future.

READ MORE: StellarAlgo Turns to Machine Learning to Help Solve Ticketing Challenges

Be Able To Change Course Quickly, If Needed

Many organizations don’t have the time to evaluate the success of a campaign until after it is over. Machine-learning and automation can help solve some of these issues.

“Organizations are so lean and people get so busy that the postmortems that they do for sales campaigns are not generally automated. That’s one of the things that we try to do at StellarAlgo with our machine-learning technology,” Ircandia says.

“With this instant insight, teams can pivot in the middle of campaigns and learn. Being able to  iterate on what kind of touchpoints or what types of creative might be resonating with different segments at different points in time is really important. It can make a difference when it comes to turning fans into repeat visitors.”

For more on how StellarAlgo delivers actionable data insights for Major League teams, visit

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Professional Basketball Combine Prepares Overlooked Prospects For The Pros

The PBC provides a number of prospects not invited to the NBA Draft Combine with the opportunity to show their skills and prepare for the future.

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(*BFWD is a proud partner of Front Office Sports)

Every year, a handful of college and international basketball prospects are invited to the NBA Draft Combine, where their skills, fitness and physical measurements are evaluated by scouts. Prior to 2017, non-invitees missed a huge opportunity to market themselves for future playing opportunities.

Fortunately for these prospects, the Professional Basketball Combine (PBC) provides another opportunity to showcase themselves.

READ MORE: Jennifer Azzi Is Growing the Game of Basketball All Over the World

Two-way contracts between the NBA and G League were introduced in 2017 along with three new G League teams, effectively creating 105 new opportunities for professional basketball players in the United States. Jake Kelfer saw this as an opportunity to give a handful of prospects the additional exposure that could propel them to the next level.

In the two years since Kelfer founded the combine, the PBC has produced nine two-way contract players, 23 NBA Summer League invitees, and the 2017-18 G League Rookie of the Year Antonio Blakeney.

“The event was designed for players to turn their dreams of playing professional basketball at the highest level into their reality,” Kelfer says. “I think the proudest moment is being able to see that the event has created an incredible value to the NBA community and to these players.”

Thanks to an active web presence and quality auxiliary events like a Celebrity Influencer Game as well as a skills camp for those pursuing a career on the business side of basketball, the PBC has been able to create a strong name for themselves on the branding side of things. That’s easier said than done for an event that only takes place two days per year.

“It’s definitely been a process that takes time to build, but for us, the key is really making sure that we highlight our players accomplishments along with the value that we provide to players, agents, and teams,” he says. “Particularly we want our players to know that we’re with them, and we believe in them past the two days when the event takes place.”

Kelfer and team continued to make the combine a year-round brand by debuting scouting profiles and stat trackers for players on their channels.

As the event has grown, the PBC now prepares prospects for life off the court as well as on. This year, Kelfer and company are debuting the first-ever PBC Prospect Development Program in conjunction with BrandForward, PTD Business Management, and Urner, Lemos and Paul of Wells Fargo Advisors.

“We really wanted to create a program to help these guys have the maximum success on and off the court,” he says. “Specifically, we’re going to be working with them on creating a digital footprint. How do you brand yourself as an athlete? How do you use your influence for positive change? How do you generate revenue through your social media channels? In today’s environment, players are able to capitalize on more than just traditional endorsement deals.”

The program will consist of several workshops for the combine participants regarding topics like financial literacy and personal branding. Both are important concepts for young professional athletes to grasp.

READ MORE:  ‘Be Better’: Inside Good Men in Sport’s Hard-Hitting Message for Men

“In today’s hyper-connected world, athletes have tremendous power in their platforms,” says Stephanie Martin, co-founder and managing director of BrandForward. “Brands are eager to leverage the direct-to-consumer relationships that athletes have with their fans, so we help athletes to take the reins of their brand and build strategies that support their larger goals. We’re excited to be part of the PBC Prospect Development Program because we believe personal brand-building can be truly additive to a professional athlete’s career both on and off the court.” 

While the PBC began as a way for athletes to showcase what they can do physically, the event has quickly evolved into something much bigger and into a very important part of the global community surrounding the sport.

The third Professional Basketball Combine will take place on May 21 and 22, 2019 at Mamba Sports Academy in Thousand Oaks, California. For more information on this year’s event, visit

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