Michael Goldman: Can you briefly discuss your role as Manager of Sports Marketing and your background that led to you to joining Volkswagen?

Ben Freidson: My role is to identify potential sports sponsorships that align well with our marketing and communications strategy. Once we enter into an agreement, our emphasis is to try and leverage the sponsorship at all levels of the organization.

My background is in Business and Sports Management. At one time I worked for D.C. United in their corporate sponsorships division. More recently, I was working for a sponsorship activation agency, Cenergy Communications. At Cenergy, I worked with both corporations like Mentholatum’s OXY and Dial’s Right Guard Xtreme on their sponsorships of the Dew Action Sports Tour as well as with professional teams with the Cleveland Cavaliers/Lake Erie Monsters and the Buffalo Bills.

Michael Goldman: Volkswagen of America Inc. recently announced the renewal of their partnership with Major League Soccer and Soccer United Marketing after a successful first year.  What aspects of the partnership’s initial year pushed Volkswagen to seek a multi-year renewal?

Ben Freidson: Throughout the brand, we are focusing on creating conversations with new, broader and more diverse audiences.  Major League Soccer has strong relationships with loyal soccer fans that are aware of the Volkswagen brand and also are familiar with our global commitment to the sport.  This partnership provides our team with a multi-platform vehicle to engage these important US consumers in a whole new way. Our experiential programs and webisode series for last year’s Road to MLS Cup was positively received by fans and generated good online awareness.  We want to do more to engage the fans.

Michael Goldman: Describe the national grassroots programming that Volkswagen plans to develop with MLS and SUM.

Ben Freidson: I can’t get into the specifics of our new grassroots initiatives for the upcoming season quite yet, but I can tell you that we will look to leverage Volkswagen and Major League Soccer assets to showcase the value of our brand in a meaningful way to consumers. Our biggest need is to get consumers more familiar with our product offerings. We have several vehicles that are a perfect fit for the active soccer family and we launched 5 new vehicles last year including the Routan, Tiguan and CC. Event marketing is a great way for us to educate consumers and have a deeper conversation about Volkswagen and our cars.

We will use media, events and the Web to make sure we’re making the right connections, early and often.

In addition to new grassroots initiatives, we will be a sponsor of existing MLS grassroots initiatives including MLS Futbolito and Sueno MLS, which are both fantastic ways to connect with our Spanish speaking fans.

Michael Goldman: MLS is in an expansion mode still, as well as diligently trying to expand its fan base in the U.S.  As MLS grows, hopefully Volkswagen’s presence in the U.S. will grow too as a result of this partnership.  What are the specific areas of growth or demographic additions that Volkswagen is hoping to attain as a result of the partnership with MLS?

Ben Freidson: As the MLS grows its fan base, the partnership generates tremendous visibility with key US consumers including the Hispanic community, families and the endemic soccer fan, all of whom are very important audiences and customers bases for Volkswagen.  Through our activations, consumers have the opportunity to try out new vehicles and see products in person and hands-on in a way that they might not otherwise have experienced.

Michael Goldman: Volkswagen has been a long-time supporter of soccer on a global level.  This partnership shows Volkswagen’s substantial investment and support for soccer in the U.S.  What fraction of Volkswagen of America Inc.’s resources for sports marketing is dedicated to MLS?  What other American sports is Volkswagen involved with?

Ben Freidson: We’re committed to strategic investments in sports marketing because of its ability to deliver strong value messages and build long-term relationships with key audiences. The primary focus of our strategy lies in the sport of soccer however we do have additional sports sponsorships in our portfolio. We are involved in the Chicago and Pittsburgh Marathons in the Midwest region. In addition we are the official automobile of the Washington Wizards and Verizon Center.

Michael Goldman: While Volkswagen is the official automotive partner of MLS, it is also a partner of the D.C. United club.  In addition, the German football club VFL Wolfsburg plays in the Volkswagen Arena.  Do you envision Volkswagen buying the naming rights of a specific MLS club’s stadium at any point in the future?

Ben Freidson: We will continue to explore strategic fits for the brand on a case by case basis. It is great to see soccer specific stadiums launching across the country as it only strengthens the league for the long term.

Michael Goldman: What advice would you give to college students for trying to break into the sports marketing world or other areas related to sports-business?

Ben Freidson: Keep an open-mind to different opportunities such as internships that help you get a foot in the door. Think broadly – brands, agencies, media corporations and teams all need young, well-rounded and diverse team members. Also, while the sports field is exciting to focus on each day, you cannot forget that it’s called “sports business” for a reason.  Especially in these times, working hard to make the connection from program and sports engagements back to communications goals, sales, results and bottom line is critical.  It’s the reason why brands leverage the power of sports.  Demonstrating that you understand the business side well could make you stand out as a candidate.

There are different routes into the sports business field, remember to stay optimistic and display your commitment and passion for making a difference.

Interview with Ben Freidson, Manager of Sports Marketing at Volkswagen from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

The 2008 European championships going on this month have only attracted more attention to the growing sport. Americans and millions more worldwide have been watching the European championships almost religiously. 57 nations attempted to qualify more than a year ago, with only 16 making the final tournament that started June 17^th. After two weeks of amazing goals, saves and exciting games, the Spanish have won the country’s first major soccer title in 44 years. On a Fernando Torres first half goal, the Spaniards passed around the Germans 1-0 to win Euro 2008. Spain joins France (2) and Germany (3) as the only countries to bring home more than one European title.

Futbol, or soccer in America, is more popular now. A record number of American viewers watched as Spain beat the Germans. Living in America, we hear the trade rumors and contract offers from athletes in the NFL, NHL, MLB, NBA almost daily.  We rarely hear anything about soccer trade deals or expensive soccer contracts even though they do exist (Besides David Beckham with the L.A. Galaxy).  Here is the run down on some local and international soccer news that you might not have heard about because you were glued to your television sets watching Spain triumph over the rest of Europe.

• Following the Italian’s disappointing showing in this month’s European championship, the Italian Football Federation has announced the removal of Head Coach Roberto Donadoni.  Donadoni signed a two-year contract extension before the European Championships, but the contract had an escape clause for both sides, based on the team’s performance in Euro 2008.  The Italians lost to Spain in the quarterfinals on penalty kicks, but had a poor showing overall in the tournament, which ultimately led to Donadoni getting fired.  Marcello Lippi, the man who led Italy to the World Cup title in 2006 but then retired, is assumed to be taking Donadoni’s place.
• One of the greatest players in the world, Brazilian Ronaldo de Assis Moreira, also know to the world as Ronaldinho, was at the center of trade rumors for the past couple months.  It seems that ‘Dinho has been on the trading block for the past year now, to almost every team out there.  The 28-year-old Ronaldinho and his agent were offered deals by Chelsea and Inter Milan, but the Brazilian star seems to prefer A.C. Milan because of the preexisting Brazilian talent on the team (Kaka, Emerson, Pato, Ronaldo).  As long as Ronaldinho’s price tag drops, I believe we will see him in the red and black of A.C. Milan next year (Barcelona started offers for Ronaldinho at $60 mill).  Right now, Manchester United and Inter Milan seem to be having a bidding war for his contract but nothing has been offered officially by either side.
• Just like David Beckham, French Star Thiery Henry announced to the media that he would consider coming to America to play in the MLS in the future. Henry has a contract overseas that runs out in two years (Henry in the USA?).  After France’s early exit in the first round of the European championships two weeks ago, Henry went to Manhattan for a celebrity charity soccer match, set up by former USA captain Claudio Reyna. It was in New York that he discussed the option of playing in the MLS.
• Millions all over watched his penalty kick miss that would have sealed the UEFA Champions League crown against Manchester United for Chelsea. Frank Lampard is now on the trading block to leave the London club. Lampard spent seven previous seasons with Chelsea and is now talking about switching leagues to play for Inter Milan. Lampard has one season left on his contract with Chelsea but is looking to evacuate early. The EPL star is rumored to be signing a four-year contract with the Italian team and receive up to £6 million in wages per season. Inter Milan is also talking about purchasing Ricardo Quaresma and Barcelona/ Portuguese star, Deco.

Viva Espana from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules

With the expansion of major league soccer in the U.S. and the addition of more minor league baseball teams, the demand for sports front-office positions has grown, Game Face founder Robert Cornilles said.

“The fact of the matter is we have more jobs that we have to fill for teams than we have qualified candidates for,” Cornilles said. “The industry is definitely growing because there are more teams than ever before.”

So you might be thinking, how do I become a qualified candidate? For one, a degree from a University is a good start. Make it a business or marketing degree, and it may be worth more to an organization. Think about getting a post-graduate degree. Make yourself stick out from the base competition.

Disclaimer: just because there are a bunch of new sports business jobs being created does not mean that it is getting any easier to break through the barriers in becoming a sports agent. Anybody will tell you that you are doing yourself a disservice by restricting yourself to only learning the agent side of the business. It is always smart to diversify yourself, whether it be with your stock portfolio or choice of occupation. There is more to sports business than being an agent. Since there are plenty of new opportunities available for qualified applicants, doesn’t it make sense to learn as much about sports business in general in order to have a healthy resume in case your dream of being a successful sports agent does not pan out?

Job Availability In The Sports World from Sports Agent Blog - Sports Business, Sports Law, Sports Negotiations, NCAA Rules