Customer Spotlight: Women’s History Month
At Blinkfire, we’re lucky to work with some of the biggest teams, leagues, brands, athletes, and agencies. We’re even luckier to meet the wonderful and smart people who work at these organizations — many of whom are women. In honor of Women’s History Month, this month’s customer spotlight is all about women in sports who create content, build strong partnerships, tell moving stories, and pave the way at top organizations. We highlighted three fantastic women: Robyn Fuhrman of Pacers Sports & Entertainment, Elena Borroni of Real Federación Española de Fútbol (RFEF), and Hannah Rufo of Major League Soccer (MLS). Read more about how these three have flourished in their respective careers and are making a lasting impact.
Robyn Fuhrman and Pacers Sports & Entertainment (which includes the Indiana Pacers, Indiana Fever, Fort Wayne Mad Ants, Pacers Gaming, Pacers Foundation, and Gainbridge Fieldhouse) have worked with Blinkfire since 2018, and we’re proud of the strong relationship we’ve built with the organization and Robyn specifically. Robyn has called Indianapolis home since the fourth grade and graduated from the University of Southern Indiana with a degree in Public Relations & Advertising and a minor in Sports Management. She’s worked in a number of industries, including food, hospitality, radio, and sports, so Robyn’s unique background has helped mold her into who she is today! At work, Robyn is a digital marketer and relationship builder, and at home, she’s a proud wife, lover of cats, aunt, and amateur baker.
What was your first job out of college?
My first job out of college was working as a front desk agent at a hotel in Indianapolis. This hotel was brand new, built from the ground up, and I was a part of the opening team of that hotel. I had no formal hospitality industry experience, but I secured this job based on so many transferable skills from customer service. I was in the city I wanted to be in, and I stayed open to all opportunities to connect with whomever.
How have you built confidence and resiliency in your career?
To some degree, I think I have always been a confident person. I developed a strong sense of self as a teenager, and my belief in my worthiness has never been something I’ve doubted.
All that to be said, I practice resiliency every day in my career. What’s the saying… “haters gonna hate”? There will always be someone who doesn’t agree with you and who tries to tear you down. I practice resiliency by holding tight to who I know I am. A mantra I repeat often is, “I am a whole person regardless of what I do as my career.”
How do you make sure the Pacers create meaningful content that ties together storytelling and sponsorship?
I want to say first and foremost that “creating meaningful content that ties together storytelling and sponsorship” takes a village! Seriously, so many wonderful humans help bring this to life daily. I could not do this on my own!
I have found that sponsors have a desire to tell their story through the megaphone of sports — to showcase their strengths and value propositions through an understood language of fandom and competition. Ironically, as a professional basketball organization, we have the same goal in telling our story and showcasing our strengths and our value proposition. It’s part art and part science to blend our brand story with a sponsor’s needs and KPIs. However, when we do this effectively, we all win. This takes collaboration, trust, creativity, and communication. The ‘win-win’ scenario is what I strive for and why I love what I do!
An example of this was when we signed a new alcohol partner, Uncle Nearest, earlier this season. This is a black-owned and female-led company, and I was so excited to tell that story and be the first NBA arena that served this product. We interviewed the master blender and produced content for Uncle Nearest that we dropped during Women’s History Month. I love being a part of things that leave a lasting impact!
What advice would you give a female looking to break into the sports industry?
Make meaningful connections! We’re told to network, and for sure, do that! But most importantly, make meaningful connections. Find a mentor that is doing what you want to do in 10 years. Be direct about your desire to have a mentor or shadow someone in a role you’re interested in. Speak up for what you are looking for, and I know there will be someone who will appreciate that and lend a hand. I’ve gotten where I am due to the meaningful connections I made early on and throughout my career. Do the right thing, even when you think no one is watching. That’s the stuff people will always remember.
Did you always want to work in sports and how did you break through?
I was low-key OBSESSED with football when I was in high school. I then ironically went to a college that did not have a football team. I missed sports and being a super fan, so I joined the sports management club at my university to reignite my passion and stay close to something I loved.
There was a friend a tad older than me in the sports management club, and she went on to intern and then work for the Indianapolis Colts. When I was approaching graduation, I applied to an internship with the Colts and reached out to that friend, asking if there was any advice she had or anything she could do to help me. She pulled some strings to get me an interview. She stuck her neck out for me, and I will always be grateful for that. She helped me break through into the industry, and everything after that internship has been a product of my hard work and my ability to make connections and build relationships with others.
What is one content series you were a part of in the past year that you’re proud of?
I’m very proud of our Verizon Moment of Truth video series. It’s a very organic, topical question-based video series. We ask our players questions like, “Who is the most famous person in their contacts” or “What’s the most overrated Halloween candy?” In the current vertical of short-form videos, these trending and topical questions perform well. Verizon gave us some guidelines to work within, and I really love how this series turned out.
What is your favorite Indiana Pacers memory?
This is present tense for me… or maybe it’s in the future! I’m living it in real time. I love our young teams (on both the Pacers and Indiana Fever). I like to think my favorite “memories” or moments are still to come!
Elena Borroni is responsible for sponsorship and brand activation at the Real Federación Española de Fútbol (RFEF), an entity that began working with Blinkfire in 2020. Elena’s department has grown its international presence driven by the popularity of the Spanish national soccer team. A career in soccer is not something Elena ever imagined after starting in the fashion world, but she turned her passion for soccer into her job.
What is your day-to-day life like at RFEF?
Normally it’s very dynamic; we are in constant contact with our partners for different activations, campaigns, or projects that we develop together. We also coordinate internally with the different departments on the status development of projects, both in terms of sponsorship and branding. We also manage the planning of RFEF’s activations according, which is very packed between National Teams, Copa del Rey, Supercopa, and many others.
The RFEF represents all Spaniards but also has international coverage — how do you achieve the right balance?
Having a clear strategy of where you want to strengthen the national work but also grow at various levels at the international level. Both Spanish teams and competitions and the RFEF brand are very well received abroad, which lets us evolve our development at a global level and learn from other large entities in the sports and entertainment markets. The priority is, of course, the Spanish market but there are so many opportunities globally as well. According to data from the latest research, our national team is the second in preference in many other countries, which shows us how love we are abroad.
What activation have you created that you’re most proud of?
There are many activations we’ve done for events and campaigns, but if I had to choose one, I would choose the activation we did with SEAT for the presentation of one of the national team’s call-ups. Thanks to this project, we won our first UEFA Grow Award, UEFA’s recognition to the best European federation in the sponsorship sector.
How does marketing manage the periods when there are no international matches?
We have matches or competitions every month: in January, the Super Cup; in April/May, the final of the Copa del Rey; in March, June, September, October, and November there are official national team matches. For these matches we organize sponsorship activations in advance — more than 20 brands, the Fan Zones and stadium tours for home matches, the meet and greet with players for the matches, and presentations of new partners. When the national teams aren’t playing, we prepare the stadium for matches like the Copa del Rey draws and events in our facilities at the Ciudad del Fútbol in Las Rozas plus the monitoring and reporting after the matches.
Events such as the Copa del Rey final or the SuperCopa involve many months of work due to the special award ceremonies and the spectacle and entertainment we develop.
How have you developed confidence and resilience in your career?
Little by little, with many years of experience coupled with some mistakes along the way and of course with the many triumphs that come when you develop good teamwork. When your work is also your passion, it is a privilege, and I always try not to forget this so that I can continue to enjoy and learn.
What advice would you give to a woman who wants to enter the sports industry?
Not to think that it is something unattainable because the best example is all the women working in sports who are great professionals! Be interested in this industry and try to put into practice what you’ve earned through your experiences. There are many international sporting events like EuroCup, World Cup, and finals of European competitions that are looking for more junior profiles or volunteers to have a first experience. It can be a very enriching experience that allows you to take the first steps in this industry.
Have you always wanted to work in the sports world?
I have always been very sporty and soccer was my passion, but I didn’t think I could transform it into my job. I started in the fashion world, but as soon as I switched to sports at the age of 21, I couldn’t stop. It has always been part of my professional career.
Who do you admire?
Many of the women who have worked with me, who have taught me, and who have given me the opportunity to put myself in value without any competition. Women who are also mothers and have always favored family reconciliation, which is essential when you work a lot of time away from home and weekends.
Growing up with two older brothers, Hannah Rufo says that her brothers gave her “the tools” to be a strong, independent, hardworking female — which has helped her to stand her ground and advocate for what she wants. A former Division 1 soccer player, Hannah attended Providence College, competing in the Big East, and graduating with a BS in Marketing. As a student-athlete, Hannah’s experiences were unparalleled, as she had to manage a busy school schedule on top of soccer training, matches, and travel. After college, Hannah immersed herself in the sports world. She headed to New York City FC, working with their Youth Programs and Fan Activations teams. From there, Hannah went to NBC Sports on the Sales Planning Team — and spent time with incredible people and sports properties like PyeongChang 2018 Olympic Winter Games, the 2018 FIFA World Cup, Sunday Night Football, and Premier League. Since 2021, Hannah has been with the MLS, and our Blinkfire team has had the pleasure of working with her on a weekly basis..
What was your first job out of college?
Although I worked at NYCFC for a short time, I will expand more into my career at NBC Sports. The leadership and mentorship that I received at NBC were incredible. There were a handful of individuals who gave me confidence and taught me so much about the Sports world and digital media. I learned a ton about the impact of media and the ever-changing landscape of sports, I’ve been able to carry it with me into my new role at the MLS. I am forever indebted to NBC Sports.
How have you built confidence and resiliency in your career?
I carried a lot of what I learned on the soccer field and maintaining a D1 lifestyle into my day-to-day. Managing schedules, confidence with your decisions and actions, time management, a drive to succeed, and the work it takes to get there. It’s very cliché, but once you’ve lived through that experience, you don’t really know anything else but that.
Tell us how you grew your skills and knowledge base to land you at one of MLS.
As I said before, the digital media world is ever-changing. I learned and built up my skillset in Sales, Marketing, and Digital Planning at NBC Sports which gave me a foundation to build off. Putting my foot into the sports media world at one of the largest networks really helped me gather knowledge and valuable experience.
What advice would you give a female looking to break into the sports industry?
There’s literally nothing that should hold you back, and if you feel that your potential is limited simply because you’re female, find the place and the people that hold you to your highest standards.
Did you always want to work in sports and how did you break through?
Always. For the love of the game and knowing that sports have made such a big impact on my well-being, carrying this off the field into the workplace was non-negotiable. Sports’ competitive nature and the thrill, while also bringing people together — I really wanted to be a part of that story. I will forever look up to Providence College (PC) alumni, Doris Burke, and her impact on the world of basketball and females in sports. I tried to get some experience during my summers to help build my resume. I shadowed the Sports Information Director at Pace University where I was able to get a hands-on look at the collegiate level. After college, I narrowed my job search and reached out to PC alumni Tara Costello who helped me get my job at NBC Sports. (Thank you forever, Tara!)
What is one partnership or activation you were a part of in the past year that you’re proud of?
Although our partnership with the US Soccer Federation has ended, and as a lifelong fan of the US Women’s National Team (USWNT), working with that property was full circle experience. USWNT’s partnership with Volkswagen (VW) cast a wide net throughout the years, but the activation I helped promote was with Luna Perrone, a young girl fighting Ewing’s sarcoma. Luna was able to walk the field with the USWNT using CHAMP, a custom telepresence robot developed by VW, and we were able to help promote this incredible moment across their social channels. When these moments happen, it’s why I remember the reason I chose this path.
U.S. Soccer is proud to help @VW drive access & inclusivity by providing unparalleled opportunities through the Player Honoree Program. Check out Luna Perrone’s inspiring journey onto the pitch via CHAMP, a custom telepresence robot. #DriveBigger 👉 https://t.co/nbaPnkfm9s pic.twitter.com/lfLdOPgCN1
— U.S. Women’s National Soccer Team (@USWNT) August 24, 2021
MLS recently signed a landmark deal with Apple. Can you talk more about what that means for you and the league?
This deal was the first of its kind in the sports world, which is pretty incredible to experience firsthand. MLS is one of the fastest-growing leagues in the country, and the leadership that is having these conversations is the driving force. It’s the start of an iconic partnership where we’ll reach a new fan base and create some really engaging content for everyone. Watching it all unfold, and continue to progress; it’s been really special.
Grab Bag questions
Favorite social media follow?
@officiallymcconaughey and @sebastiancomedy, because duh.
Favorite quote?
“What a wonderful thought it is that some of the best days of our lives haven’t happened yet.”
Grow with Blinkfire
We love working with the best, most innovative sports organizations in the world, helping with sponsorship valuation. Make sure every department is equipped with the tools and reports to create better and build better partnerships.
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