Event Recap: Tim McDermott ('95)

On Wednesday, April 4^th,  the ILR Sports Management Club was fortunate enough to host Philadelphia Eagles Senior Vice President and CMO Tim McDermott for a Skype video session. McDermott, a Cornell graduate, is responsible for strategizing and managing all marketing, advertising, merchandising, and brand extension efforts for the Eagles. At Cornell, he was an AEM major, and a three-year letter winner, a two-time GTE Academic All-America and an Academic All-Ivy League selection on the Big Red football team. Upon graduating from Cornell, McDermott worked various positions within the NFL for the Jacksonville Jaguars and San Diego Chargers before enrolling at Harvard Business School. Since, he has successfully managed the brands of the Washington Capitals and Eagles and was named to the 2011 Philadelphia Business Journal’s 40 Under 40.

The event was Q&A format, and McDermott shared some in-depth insight with club members on his field of work. Read about it after the jump.

On his career path, and what initially attracted him to sports

McDermott, unlike many graduates, knew exactly what he wanted to do professionally. His passion for business and his football acumen made the sports industry an especially intriguing field for him. His dad was a college football coach, and his brother, Sean, was also working in football. (Sean McDermott is now the defensive coordinator for the Carolina Panthers.) Thus, Tim wrote a letter to a Cornell alumnus that was working for the Jaguars looking for advice and an opportunity to work in the NFL. He ended up interning there for six months, and was offered a job working in team operations, sales, and marketing. McDermott had worked in Jacksonville for two years before getting an offer from the Chargers to become their Director of Sales.

Though McDermott was enjoying his time in San Diego, he still felt like there was more for him to learn in business. True, he knew about marketing, sales, strategy, and development, but he wanted to know how these facets of business are connected. He went to the Harvard Business School to further his education and the dividends paid off. After stints at Goldman Sachs and Comcast, McDermott served as the Senior Director of Marketing for the Eagles from 2004-2006 before working as the Senior VP and CMO for the Washington Capitals, leading the club’s marketing and communication efforts. After a complete turnaround of Washington’s brand identity and dramatic increases in the team’s popularity, McDermott returned back to Philadelphia in 2010 where he currently serves as their SVP and CMO.

On his work in Washington, and the difference between NHL and NFL.

Though McDermott worked the same position for the Capitals as he now does for the Eagles, his approach to business differed in many ways. As McDermott explained, in the NBA, MLB, and NHL, the main focus for an executive is in ticket sales. In Washington, “everybody became a sales person,” whereas in Philadelphia, “there’s a 40,000 person waiting list for season tickets - we don’t really have a sales-oriented culture here.” When he went to Washington, he observed the issues that many non-NFL teams experience, which mainly center on a lack of attendance and fan interest. “Here we had one of the game’s best players in Alex Ovechkin, and he was able to walk the streets of DC without being recognized.” He also mentioned that, for fans, it “didn’t feel cool to be here (at home games).” As a result, he made an effort to rebrand the identity of the Capitals by marketing the team as “younger, energetic, and edgier, almost rockstarish” and by changing their uniforms to fit this new theme.

The results were tremendous as the Capitals set franchise records in sellouts with all forty-one home games selling out for the first time in franchise history. Additionally, the Caps were among the NHL’s elite in marketing, media relations, community relations, game entertainment, and online presence.

On his work in Philadelphia, continuing on difference between the NHL and NFL.

While McDermott described work in the NHL to be centered around sales, he mentioned that the main concern in the NFL is consumer satisfaction. This is especially important given today’s current fan culture. In the age of fantasy football, HDTV, and NFL Sunday Ticket, one would think that it is more difficult to sustain in-game fan retention. However, under McDermott’s efforts, the Eagles brand strength increased 40% according to ESPN Sports Poll, and the team was recognized by Forbes as the fastest growing brand in all of sports.

McDermott said that the key to the team’s brand strength is their focus on consumer satisfaction and interaction. The Philadelphia executives are working to provide an in-game experience that is unmatched and superior to watching the game in your living room. One way they are doing so is exemplified in the plans for the renovations of the Lincoln Financial Field. McDermott mentioned how they are using fan study groups and research in order to tailor the stadium and seating to their liking.

On Michael Vick, and the management of players’ PR to enhance the Eagles’ brand

The Eagles, for many reasons, must be more aware of their team/player/fan relations than most other teams. For starters, the Eagles are in a large media market led by tough Philly fans. On top of that, fan interaction with players, organizations, and even other fans is at an all time high with the exponential growth of social media. The fans have unprecedented access to information on the internet, and it is thus important to make sure that players represent the Eagles in a way that agrees with their brand and philosophy.

For example, the Eagles’ most marketable player happens to be one of the most polarizing figures in sports. Michael Vick was signed by the Eagles two years after his arrest for a highly-publicized dog fighting scandal. While it was very difficult to market this acquisition in a positive light initially, McDermott commended the way Vick has conducted himself since. Vick has made an effort to be honest, open, regretful of his wrongdoings, a hardworking and supportive teammate, and a good citizen in order to successfully rebrand his image. Vick was among the top selling jerseys in the NFL in this past season.

McDermott said that teams in the NFL have implemented a system to educate players on social media management and what is okay to tweet or say in an interview. He stated, “The media is always watching your back, you have to monitor your players constantly.” However, he admits that even with proper coaching in this area, the players will sometimes says things with which you don’t agree. For example, a player dubbed last season’s squad as “the Dream Team" and put a massive target on the team's back.

On the best advice he received in his career

When Tim was at Harvard Business School, he interned at Goldman Sachs. He told a story about a time he was talking to an employee and asking him questions for insight and advice. Tired of hearing the same questions from interns, the gentleman turned to Tim and told him, “STOP! You all do the same exact thing. You all sit here and ask me the same ridiculous questions one after another.” Tim was at a loss for words, and the man continued, “If you’re going to come up to me to talk, bring something of value to this. Come to me with stocks I should buy or sell, give me research, GIVE ME SOMETHING.” Tim said that these words have stuck with him ever since. In anything you do professionally, he urges that you prove your worth by providing value to employers and your company.

The other piece of advice he got was from current NFL Commissioner Roger Goodell who told him, “What you do is important, but who you do it for and who you do it with is more important.”

On his advice for future leaders in sports

Along with the advice he shared from Commissioner Goodell and the Goldman Sachs executive, Tim mentioned that if you want to work in sports, you must be prepared to move elsewhere. He said, “in the sports world, there is only one director of marketing, one CEO, etc. One thing I have learned is that the only way to move up is move out.” McDermott’s career has led him from Pennsylvania to Cornell, Jacksonville, San Diego, Harvard, Washington DC, and back to Philadelphia. He said that though this was difficult for him, it mentally and emotionally prepared him for any potential changes in his life, which he finds rewarding.

McDermott also said that wherever you work, all executives should follow three basic rules: hire good people, require goal setting that holds people accountable, and provide the proper training to develop these individuals.

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We’d like to again thank Mr. McDermott for taking the time out of his schedule to speak with ILRSMC members. As an organization looking to prepare students for sports business careers, these opportunities are invaluable to us. We not only learned about the basic functions of his position, but insight that we would not have access to otherwise. We appreciate his time, and hope to hear from him again in the near future.