This time of year has become conference time for some reason; Leaders In Sport, MIT Sloan, SEME, SINC, Sportel, World Congress of Sports, IEG, SxSW, SMWW at the NFL Draft Combine, the Kellogg School, SABR, Hashtag Sports…there is hardly a day, let alone a week from mid-February through mid-April where someone, somewhere in the US is not hosting an event talking about some aspects of sports media and sports business. Obviously you have to pick your spots on which and where to attend and what the goals are, from networking to honest to goodness learning, but there certainly is no shortage of places to go or people to meet in the spring.
The most important element to take away from such events are not the topics, it is the people, the human capital and smart and unique minds and personalities that make up the industry, from high school students to veterans who have been through the wringer. Many times on stage you hear much of the same old, but it is in the lobby and the break room and the cocktail hour where you can listen and learn from so many, and take away the storytelling and best practices that are essential to personal and professional growth.
This past year just prior to the MIT Sloan Analytics Conference I received a LinkedIn message from Andrew Hawkins. I often get requests from current and former professional athletes and many times it ends up being a marketing or PR person managing their account looking to tout a product or a service they are being paid for. Very rarely is it an authentic request for information, or help or to have a conversation. However this request was very real.
For those away from the NFL and Fantasy space (or those who may remember the protest short he wore prior to a game that touched off a widespread debate) , you may not know Andrew’s story. A star receiver out of the University of Toledo, he was undrafted because of his size but through his hard work and dedication and passion for all he does, he has gone on to be the leading receiver for the Cleveland Browns, an amazing breath of fresh air away from the “Johnny Football” drama that the Browns have endured the past year. He recently told his story in two parts on Players Tribune, but his story from a sports business perspective is much more than what he has done to date on the field.
Andrew was going to MIT with the idea of learning from those around him about what could be next. He delighted a large crowd during a discussion of wearable tech, and spent the rest of his time listening and engaging with executives and students far and wide in a quest to become bigger in the business. He is even looking to go back to school somewhere soon to get either an MBA or an advanced degree in sports business. All of which makes up a man who is what sports should be about; passion, attention to detail, positive thinking, leadership and a quest to learn and better your world, whether you are a newbie or a season vet.
We asked Andrew to answer a few questions about his views on life in the sports business on and off the field, as well as who inspires him, and what can be coming next for a person many may know as the shortest (at least in height but not in drive or ability) receiver in the history of the NFL. A personality every conference pushing learning should want to have on their list.
You have now spent several years in the NFL, from a business perspective what players have you seen do a good job with their brand?
There are quite a few players who I think have done an excellent job building a strong off field brand. Beyond the no-brainers like Peyton Manning and Aaron Rodgers, other players who have done well are Victor Cruz, Russell Wilson, Darrelle Revis, and Richard Sherman. The reason Sherman stands out to me is because he seems to have strategically “trash talked”, for lack of a better term, his way into the everyday football discussion, and it’s proved to be both effective and rewarding. But the one constant in any player who has built a strong brand off the field is that he has built an even stronger ON-field reputation.
What is it that you hoped to learn from attending the MIT Sloan event last weekend?
I think one of the best things about the SSAC conference is the chance to learn alongside some of the sports business world’s future leaders. So my number one focus was meeting and interacting with other people like me, who are sports minded, business minded, and eager to learn from the best to elevate their careers. I left Sloan feeling both overly satisfied with what I learned and accomplished, and a little upset that it took me this many years to finally make the trip!
As you look to build your own brand post-career, what type of businesspeople do you look up to or follow?
I have always been one of those people who like to look all over the place for people of inspiration. I’ve always told myself that if I can find the unique talent in anyone and learn from it and apply to my life, then at the end of the day I’d be pretty well-rounded. Naturally, I first look to individuals who have been in my shoes and flourished after their playing career was over; for example, Junior Bridgeman, Magic Johnson, Herb Washington, and Ronny Lott to name a few. Beyond that, as I’ve stated, I love learning from people who are knowledgeable, so I also look to professionals who have relevant experience in the field.
Does leadership off the field and in business translate to leadership on the field as well?
Honestly, I don’t think it does. I feel like the two are related in some aspects but not all. What makes you a leader on the football field might not be the same attributes that necessarily make you a wise business leader. And honestly I think that’s what gets some athletes into trouble once their career is done. Pure effort, persistence, and a never die attitude are applicable to the world of business, but those attributes alone will probably lead to bad decision making. You must take the time to learn from people who have the experience, and be smart enough everything you touch will not turn to gold.
What coaches have had the biggest influence on you and why?
Although I have never played for him, Tony Dungy has always been a coach I have looked up to. I read his books on a wide range of things and his philosophy to not step outside of who is, is the best advice I could get. Understanding that the decisions you make, the people you deal with, and the endeavors you get involved with should all line up with your personal mission statement has been a philosophy I’ve adopted. So just because I can make money doing something doesn’t mean I should involve myself with it; it has to be something that lines with who I am.
How important is giving back to community in your role as a professional athlete? Do you dedicate time to community and how?
For me personally, it’s extremely important. I feel like I’ve been blessed and put in the position to be able to help others and that it is a duty of mine. I don’t always like to talk about exactly all that I do because I think it taints the contribution, but I can say I am always looking for awesome causes to contribute both my time and resorces to!
What advice do you give either athletes coming into the league or student-athletes in college?
My advice, although a bit cliché, would be that it will be what you make it. Although you are entering into a “system” you don’t have control over, it also does not have control over you. So you are fully able to make the most of it!
How important is communication with fans in your role as an athlete? What do you think about the direct to fan model now offered by Players Tribune and SportsBlog?
I am a fan of it. Although, I would like to see what the end strategy is for compensation to the players, who are the main contributors. But I think it’s an awesome way for athletes to be transparent and tell firsthand accounts of situations and stories that the fans may not be aware of. I actually recently released a two-part series detailing my improbable joinery to the NFL on Player Tribune, and it has gotten an incredible response. I released it less than a week ago and have already been approached about a book, a documentary, and a movie! So I think these platforms can be a real opportunity for athletes. You can read my pieces here and here.
At some point the career ends, where would you like your business career to be at that point?
Well best case scenario for me would be that I have the leverage to control when my career ends. I want to be in a position where I can walk away from the game and walk right into waiting opportunities. A smooth transition should be every athlete’s goal, but to get that you have to be thinking about it the minute your career starts!
