SPMT 489 with Trev Alberts: JJ Gottsch, YETI and PBR marketing panel

In another installment of the SPMT 489 lecture series, Dr. Gregg Bennett was joined by JJ Gottsch, CEO of the Austin Gamblers, and marketing team members of YETI and PBR as they spoke to Texas A&M students about bull riding and various opportunities within sports.

Topics from JJ Gottsch interview

• 00:00 - Introduction
• 01:30 - Start in the sports worlds, childhood in Nebraska, learning how to work with others
• 04:12 - Meeting Nolan Ryan’s son, Reid, and transferring to TCU from Creighton, transition from playing sports to coaching...
• 06:30 - Minor league baseball, working with Reid and the Round Rock Express, hospitatility company etc.
• 08:53 - February 2022, receiving opportunity with the Austin Gamblers
• 12:42 - Passion of sports vs. everyday jobs
• 13:42 - Review of the Gamblers over recent years, staying committed, PBR formatting
• 20:22 - Being a GM, navigating free agency, talent management, business side of operation
• 27:17 - Bull ridiers as professional athletes, injuries and safety
• 32:10 - Riders living close to ranches rather than cities, typical schedule
• 37:36 - Fundamentals dramatically different from practice
• 41:58 - What makes a bull buck?
• 42:57 - Animal rights — bulls are treated better than most human beings, bulls are part of the family, protections for bulls
• 45:51 - Student questions...
• 46:54 - Moving from baseball to bull riding
• 49:15 - Basic mechanics of all sports is the same, importance of relationships and checking in on people when you don’t need something
• 52:01 - Getting everybody on the same page, managing locker rooms in bull riding
• 52:22 - Individual to team competition — makes it easier to consume for fans, business
• 58:33 - Joy of working in sports

Topics from YETI and Pro Bull Riding panel

• 00:00 - Introduction
• 03:48 - Backgrounds, day-to-day roles with PBR and YETI in sales, partnerships and sponsorships
• 10:34 - Relationship between YETI and the Austin Gamblers, working for a growing league like PBR, value of storytelling and reaching new audiences
• 18:34 - How sponsorships, gear and money work with ambassadors, link between riders and brands
• 21:28 - “Prospecting” brands, selling passion and client needs
• 27:14 - Reaching female fans, future campaigns
• 30:58 - YETI branching out from western sports
• 34:16 - PBR league office content — marketing bulls
• 38:26 - Being a woman in the western sports industry, finding the right people
• 45:00 - Student questions...
• 47:46 - Expanding product categories within the industry
• 51:30 - Work/life balance

About SPMT 489

The Special Topics course “The Power of Sports” will explore the multifaceted impact of sports on society, culture, and business. Through a combination of guest speakers, class discussions and professional development events, students will gain insights into the various aspects of the sports industry.