Leadership, Sports, and Innovation: Insights from Michael Shaw, VP of Brand Marketing at Miami Dolphins
In the latest episode of The Speed Of Culture podcast, Matt Britton, CEO of Suzy, sits down with Michael Shaw, the Vice President of Brand Marketing for the Miami Dolphins, Hard Rock Stadium, and its properties. Michael shares his journey from aspiring professional athlete to executive leader in the sports industry, offering valuable insights on leadership, brand marketing, and creating memorable fan experiences.
The Power of Leadership and Infectious Energy
Michael Shaw’s leadership philosophy centers on empowering his team with the courage to take risks and innovate. “My leadership style is to give people the space and platform where they can have courage,” he explains. This approach fosters an environment of trust and creativity, essential for driving success in a rapidly evolving industry. Michael emphasizes the importance of infectious energy, which he believes is a hallmark of great leaders. This energy not only motivates the team but also propels him forward.
From Aspiring Athlete to Sports Executive
Michael's journey into the sports industry began with dreams of becoming a professional athlete, playing basketball and baseball. However, a pivotal moment at 14 years old made him realize that his future lay not on the field but in the business of sports. This realization led him to pursue a career where he could explore his interests in contracts, media rights, and the inner workings of the sports world.
Building a Diverse Skillset
After college, Michael joined ESPN, where he spent five years learning the intricacies of the sports media business. “Working at ESPN was like being in a college town,” Michael recalls. This experience allowed him to build valuable relationships and gain a comprehensive understanding of media rights negotiations and corporate partnerships.
Michael’s career path then took him to Silver Chalice, a digital media platform company, and later to Groupon, where he focused on ticketing and business development. These diverse experiences equipped him with a broad skillset, making him a versatile leader capable of driving success across different areas of the sports industry.
Revitalizing the Miami Marlins
Michael’s next major role was with the Miami Marlins, where he was hired by Derek Jeter shortly after Jeter purchased the team. Michael faced the challenge of rebuilding trust with the fan base, which had been fractured by previous team breakups. “It was about Derek’s vision of what the Marlins could be,” Michael explains. Despite the on-field struggles, Michael and his team focused on creating innovative marketing strategies and engaging the community, leading to significant business wins.
Elevating the Miami Dolphins and Hard Rock Stadium
Currently, Michael serves as the VP of Brand Marketing for the Miami Dolphins and Hard Rock Stadium. Under the leadership of Vice Chairman and CEO Tom Garfinkel, the Dolphins have adopted a customer-centric approach, ensuring that every aspect of the fan experience is tailored to create memorable moments. “We are very consumer-focused,” Michael states. This approach has paid off, as the Dolphins recently sold out their season tickets for the first time.
Michael’s role involves not only enhancing the Dolphins' brand but also managing other major events at Hard Rock Stadium, such as the Miami Open and the Miami Grand Prix. Each event is designed to offer a unique and authentic Miami experience, reflecting the vibrant culture of the city.
Embracing Modern Fan Engagement
Michael acknowledges that the way fans consume sports has changed dramatically. Today’s fans are more interested in the personal lives and off-field activities of players. Platforms like Instagram and TikTok offer opportunities to share behind-the-scenes content that resonates with younger audiences. “We want to give you a reason to care about them and what they do,” Michael explains.
The Rise of Formula 1 in the U.S.
One of the exciting projects Michael oversees is the Miami Grand Prix, part of the rapidly growing Formula 1 circuit in the United States. The popularity of F1 has been fueled by the Netflix series "Drive to Survive," which introduced many Americans to the sport. Michael’s goal is to create an unforgettable experience that appeals to both hardcore racing fans and casual spectators, solidifying the Miami Grand Prix as a premier event in the U.S. sports calendar.
Looking Ahead
As Michael Shaw continues to drive brand marketing for the Miami Dolphins and Hard Rock Stadium, he remains focused on creating exceptional fan experiences and fostering a culture of innovation and courage within his team. His journey from aspiring athlete to sports executive offers valuable lessons for anyone looking to make their mark in the dynamic world of sports.
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