Stephen Schanwald, Former NBA Executive - SeventySix Capital Sports Leadership Show
On this episode of the SeventySix Capital Sports Leadership Show, Wayne Kimmel sits down with Steve Schanwald to discuss his career in professional sports, his time helping build the Chicago Bulls into a global brand, and his work preparing the next generation of sports business leaders.
Steve reflects on his career with the Chicago Bulls and Pittsburgh Pirates and shares lessons from working inside two iconic sports organizations. He discusses the fundamentals of building a successful sports business, from understanding fans and creating value to developing a strong connection between a team and its community.
The conversation dives into Steve’s time with the Bulls during the Michael Jordan era and the innovative marketing strategies that helped transform the organization into one of the most recognizable brands in sports. Steve shares how the Bulls approached ticket sales, fan engagement, branding, and database marketing while navigating the extraordinary growth and attention surrounding Jordan and the team.
Steve also shares stories from his time with the Pittsburgh Pirates during the “We Are Family” era and reflects on the importance of authentic moments in creating a team identity. He discusses his relationships with influential leaders throughout his career, including Phil Jackson, and the leadership lessons he learned from working alongside successful executives, coaches, and athletes.
The episode also explores how sports marketing has evolved with technology while many of its core principles have remained the same. Steve explains why understanding perceived value, knowing your audience, and consistently executing the fundamentals remain essential for building fan loyalty and successful sports organizations.
Finally, Steve discusses his commitment to mentorship and sports business education, including his role in establishing the University of Maryland’s sports management program. He shares what aspiring sports professionals should understand about breaking into the industry and why hard work, foundational skills, relationships, and giving back are critical to building a lasting career.
In This Episode
- Steve Schanwald’s career with the Chicago Bulls and Pittsburgh Pirates
- Building a career in the sports industry
- Helping establish the University of Maryland’s sports management program
- The skills young professionals need to succeed in sports business
- Innovative marketing strategies during the Bulls era
- Building fan loyalty and creating perceived value
- Working with Michael Jordan and growing the Bulls brand
- How the Bulls became a global sports brand
- Using fan data to improve marketing and engagement
- The importance of authentic moments in building team identity
- Steve’s experience with the Pittsburgh Pirates and the “We Are Family” era
- Working with Phil Jackson and other influential sports leaders
- Leadership and succession planning within sports organizations
- How technology has changed sports marketing
- Why fundamentals remain critical in the sports business
- Mentorship and giving back to the next generation
Chapters
00:00 Introduction and Steve Schanwald's Background
01:51 The Importance of Sports Management Education
03:54 Skills and Realities of a Career in Sports
07:21 Innovative Marketing Strategies with the Bulls
10:04 Working with Michael Jordan and Team Dynamics
12:27 The Jordan Era and Global Branding
14:03 Filling Entertainment Gaps During Games
16:52 Leadership and Team Building During the Dynasty
22:34 Building a Fan Database and Understanding the Market
24:47 Memories from the Pittsburgh Pirates and the "We Are Family" Team
27:28 Reflections on Coaching, Mentorship, and Legacy
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#SportsBusiness #ChicagoBulls #SportsMarketing
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