A huge thank you to the Halifax Tides FC for giving us such wonderful advice that is sure to support any young women interested in a career in sports. Thank you for all your work to make sports more accessible for young women.
Marilyn Burke - Marketing MANAGER
General questions
What inspired you to pursue a career in sports business, particularly in women’s sports?
I always wanted to be involved in sports from an early age. I grew up as the youngest of four, with two older brothers and an older sister. Our small town was very sports-oriented, and my siblings all excelled in their sports - especially my sister. However, for her and me, there was only university to look forward to, so the dream stopped there.
During my studies at Mount Saint Vincent University, I researched significant gaps in gender pay, accessibility, and the dropout rate of young female athletes compared to their male counterparts. It was at that moment that I knew I wanted to be part of a change, helping the next generation see and dream bigger.
What does your day-to-day role entail with the Tides, and how has it evolved as the team prepares for its inaugural season?
My role at the Halifax Tides FC consists of the execution of any marketing strategies. My day-to-day mainly includes all social media operations from engaging with our audience, creating new content for our fans, and making sure we are supporting and building relationships online within our community.
Have you encountered any gender-specific challenges in your career, and how have you navigated them?
I’ve definitely faced some challenges in my career, mainly from being underestimated. To navigate that, I focused on building strong relationships and finding mentors who could help me amplify my voice. Supporting other women has also been key. By creating an open and collaborative environment, I’ve been able to overcome those obstacles and keep pushing forward.
What advice would you give to young women aspiring to work in sports business?
Believe in yourself. Remember your voice matters. The industry needs to hear your perspective to continue to grow, so stay confident and find mentors who are passionate and supportive to help you gain the necessary tools to grow your career. And always continue to support each other along the way!
What has been your most rewarding experience working in women’s sports business so far?
Even though I've only been in this industry for a short time, the most rewarding experience for me has been witnessing people start to dream again. From our launch event to the community engagement sessions, the joy on the faces of parents and kids when we talk about Halifax's first professional women's soccer club is truly inspiring. It feels as if the impossible has become possible, opening up a world of new opportunities. Being part of something that brings this kind of excitement and hope to our community - there’s no better feeling.
Role Specific Questions
What innovations or trends in sports business do you see as key to the success of women’s professional teams like the Halifax Tides?
As the Marketing Manager for Halifax Tides FC, I’m really excited about the trends we can embrace to make a splash as the first professional women’s soccer team in Atlantic Canada! We’ve been diving into community events to connect with our fans and share the excitement around our new club. On social media, we’ve been showcasing interviews with our sporting staff, and highlighting our incredible Atlantic athletes to show just how much our small area is contributing to sport on a global scale. We’re also eager to collaborate with brands that share our values and focus on storytelling to strengthen our bond with fans. Our supporters want to feel invested in the players and the club, so we’re all about taking them on this journey of building our team and the league together. It’s all about creating a community that everyone feels a part of.
What steps are you taking to build a unique and recognizable brand identity for the Halifax Tides?
Our club is all about building with our community. We’re so proud to be from the East Coast and celebrate everything our community has achieved. We want to strengthen those relationships, create joyful moments through sport, and be among the first to show our unwavering support for our growing community. Together, we can make some amazing memories!
What role do digital and social media platforms play in connecting with the local community and building a fanbase?
Today, everything is happening online. The way we connect, advertise, and experience sports has all shifted to the digital space. Our online presence is crucial for building our brand and relationships with our community. Right now, as we’re signing new players, our fans are really investing in the club’s journey, and a lot of that excitement is showcased through our digital marketing efforts. We’ve also launched a monthly newsletter where our CEO shares updates directly with our subscribers about what’s happening behind the scenes and what’s coming up next. Tools like this help our fans feel like they’re part of the process and highlight that they are the driving force behind our success. It’s all about creating a sense of community and making sure everyone knows they are what will shift this movement in women's sports.
How are you engaging younger fans and ensuring the team resonates with a broad demographic?
As a university town and a city with lots of grassroots programs, we’re really committed to involving younger athletes in our journey. From photoshoots to brand ambassador roles, we aim to engage with the next generation of sports fans as much as possible. I truly believe our brand resonates with younger audiences because we advocate for more pathways in sports for athletes. The ones who will benefit most from this movement are these young athletes—those who might get the chance to play, coach, or build a career in a field they’re passionate about, all while staying closer to home. Our club is all about creating opportunities for the future, and we know that as we grow, the Tides will become an even bigger force in the community.
Danae Iatrou-Davis - Director of Marketing
General Questions
What inspired you to pursue a career in sports business, particularly in women’s sports?
I grew up loving sport, particularly soccer, and I still have an immense passion for the game. After finishing my university soccer career, and of course getting my degree, I knew I wanted to stay in the game somehow. Playing professionally wasn’t in the cards for me, so being on the business side of sports seemed like the best next destination. Being a part of an organization that has made it their mission to solve the exact problems I faced as a youth soccer player here in Halifax is what has motivated me, particularly, to support the growth of women’s professional soccer, here in Halifax. We want to create a space that allows players to dream big, and achieve big things.
What does your day-to-day role entail with the Tides, and how has it evolved as the team prepares for its inaugural season?
Overseeing all the marketing activity! You name it, creative development, organic social, paid social, earned media, paid media, email marketing, event marketing, community outreach, fan engagement & experience, web & tech, lots of things! I also like to chime into discussions as it relates to Ticketing, Sponsorship, Operations and Football Operations. To work in an industry like this, you truly need to be willing to become a Jill of all trades, it’s a great way to learn too!
Have you encountered any gender-specific challenges in your career, and how have you navigated them?
I’ve been in spaces, in a professional setting, where I was the only woman in the room, or one of few. Sometimes it felt isolating, but for me, I think it’s important to take your challenges and turn them into opportunities. When you’re the only woman in the room, it’s important to assert yourself, be diplomatic, and always make yourself heard. Be the loudest voice in the room. As a woman, you can bring a different perspective or skill to the table that can have a positive impact on the business, and when you speak up or lead by example, just know, other women and girls are watching, you could be an inspiration or a role model without even knowing it.
What advice would you give to young women aspiring to work in sports business?
Take risks, no opportunity is too small! The Canadian sporting landscape is much smaller than what we see south of the border, even smaller when you look at Atlantic Canada. With that in mind, put your focus on getting your foot in the door, and network, network, network!! When you’re in the door, be willing to learn, expand your knowledge and become a Jill of all trades. It will open up future opportunities.
What has been your most rewarding experience working in women’s sports business so far?
It’s been just over 6 months of working in professional women’s sports, and from this short period of time, certainly organizing and executing our brand launch in front of a crowd of 600+ Haligonians was a special moment for me. However, one conversation, the night before with Diana Matheson will always stick with me. As a Haligonian, I wanted her to be fully aware of the lack of pathways and attention athletes get here on the East Coast, and I wanted to make it clear how it’s so important that we get more Atlantic Canadian representation on the Senior CanWNT/XNT. She told me with the Club that I’m working for, and in the league we’re operating in, it will happen. That confirmation from someone like Diana Matheson, gave me goosebumps. It solidified the fact that I am in the right place professionally, I’m truly giving back to something I care about and we have what it takes to make a significant difference.
Role Specific Questions
What strategies are in place to build a fanbase for the Tides and the league as a whole?
It's a mix of traditional and digital tactics, and quite frankly, it has to be to reach the diverse audience we’re trying to speak to. Unique to the East Coast is the fact that we are so strongly rooted in community that we spend lots of time specifically planning community outreach to then generate word of mouth marketing.
What steps are you taking to build a unique and recognizable brand identity for the Halifax Tides?
Well, the brand has already been built! That was a lengthy and thoughtful process we took with a local creative. In that process we had a number of people at the table helping guide the direction of the branding. We ultimately wanted something that represented the East Coast, but also our mission, vision and goals! In a branding process, I always suggest leading with thought and purpose before jumping into the design/aesthetics. You can tell when a brand has thought behind it, vs. a brand that was simply put through a mass production machine.
How important is community engagement to your marketing strategy, and what initiatives are you planning to foster local support?
It’s a big pillar among the many tactics we plan to tap into. In year one, this is a huge focus for us, because it’s another way in which we can foster brand awareness while also building strong connections in the community that will help us propel forward as we grow. Connections and relationships are everything!
How do you see the marketing strategy evolving once the team starts playing in the Northern Super League?
Once games start, it’s going to be so exciting from a marketing persepctive! Our team will be able to really get playful and have fun with content & creative development because we’ll have players and match days to discuss. Once we’re in season, fans can expect to see more player/game related content, with the goal of keeping our fans entertained and engaged with our brand, and then hopefully converting those people into true Club supporters!
Ally Pedvis - Business Development Manager
General Questions
What inspired you to pursue a career in sports business, particularly in women’s sports?
First and foremost, the rapid growth and increasing visibility of women’s sports have been incredibly motivating. Witnessing the strides made by female athletes, the rising fan engagement, and the support for women’s leagues has underscored the potential and impact of working in this field.
Another significant factor is the opportunity to contribute to an area with so much potential for positive change and growth. Women’s sports have historically been underrepresented and undervalued compared to their male counterparts. Being part of the movement to shift that narrative and help build a more inclusive and equitable sports industry is both a professional and personal passion.
I’m inspired by the role that sports play in empowering individuals and communities. Women’s sports offer powerful stories of resilience, talent, and leadership, and working in this space allows me to be part of creating those narratives and expanding the impact of women’s achievements.
Ultimately, it’s the combination of these elements—the growth potential, the chance to drive meaningful change, and the opportunity to support and amplify incredible athletes—that has inspired me to pursue a career in sports business with a focus on women’s sports.
What does your day-to-day role entail with the Tides, and how has it evolved as the team prepares for its inaugural season?
As the Business Development Manager for Sponsorships and Partnerships with the Halifax Tides FC, my role involves securing and managing sponsorships, developing strategic partnerships, and coordinating related events and promotions. On a daily basis, I focus on identifying and negotiating with potential sponsors, nurturing existing relationships, and creating collaborative opportunities with local businesses and community organizations. With our inaugural season approaching, my responsibilities have shifted to emphasize strategic planning and ensuring that all sponsorships and partnerships are well-aligned with our team’s goals. This includes conducting market research, integrating sponsorships into our broader strategies, and working closely with marketing and operations teams to ensure seamless execution and impactful activation. My focus is on building a solid foundation for long-term success and establishing our brand effectively in the inaugural season.
Have you encountered any gender-specific challenges in your career, and how have you navigated them?
Yes, I have encountered gender-specific challenges in my career, and navigating them has been a significant part of my professional journey. One of the main challenges has been overcoming assumptions and biases that can come with being a woman in a predominantly male-dominated field. This has sometimes meant working harder to prove my credibility and expertise. To navigate these challenges, I’ve focused on building a strong track record of performance and delivering results that speak for themselves. I’ve made it a priority to stay informed about industry trends and best practices, ensuring I bring valuable insights and strategic thinking to the table. Networking and seeking mentorship from both women and men in the industry have also been crucial. These connections have provided guidance, support, and opportunities for collaboration. Additionally, I’ve advocated for myself and other women in the field by actively participating in discussions about diversity and inclusion. By championing these conversations, I aim to contribute to a more equitable and supportive environment for everyone.
What advice would you give to young women aspiring to work in sports business?
Build a strong foundation
Develop resilience
Network actively
Use Linkedin religiously
Seek mentorship
Stay informed
Be confident and assertive
Pursue your passion
What has been your most rewarding experience working in women’s sports business so far?
Seeing the community embrace the team, the excitement from fans, and the positive response from sponsors and partners has been incredibly fulfilling. It has been rewarding to witness our vision come to life and to be part of a movement that not only elevates women’s sports but also builds lasting connections with the community.
Additionally, the opportunity to contribute to a pioneering effort in women’s sports, creating a platform for female athletes to shine and inspire, has been immensely satisfying. The initial success and the enthusiasm around the team validate the impact of our efforts and underscore the potential for growth and positive change in women’s sports.
Role Specific Questions
What unique challenges and opportunities have you encountered while building a brand for the team, particularly in a growing market like women's professional sports?
Building a brand for Halifax Tides FC in the emerging women’s sports market involves overcoming challenges related to vision, education, and societal stereotypes. A major hurdle is the general lack of awareness and appreciation for women’s sports, which can undermine its potential. This is an opportunity to educate the public and stakeholders about the excitement and value of women’s sports and more specifically professional women's soccer. Addressing cultural stereotypes through targeted messaging and positive role modeling is also crucial. A significant opportunity for Halifax Tides FC is the Northern Super League’s partnerships with TSN and CBC, which will enhance visibility and media coverage, helping to normalize women’s sports in mainstream media. By leveraging these developments, Halifax Tides FC can establish a strong brand in a growing market.
How do you see the Halifax Tides evolving in the next five years?
In the next five years, Halifax Tides FC is poised for substantial growth and transformation, driven by the expanding interest in women's professional sports. As the team builds its brand and gains visibility, fan engagement and attendance are expected to increase, bolstered by investments in improved facilities and youth development programs. Competitive success on the field will likely elevate the team's profile, leading to greater media coverage and a stronger digital presence. Deepening community ties through local initiatives and emphasizing diversity and inclusion will further solidify the team’s connection with Halifax. Additionally, growing sponsorship and strategic partnerships will enhance financial stability and resource availability. Attracting and retaining top talent, potentially on an international scale, will be crucial for maintaining high performance. Overall, the evolution of Halifax Tides FC will reflect its commitment to building a strong, inclusive brand and establishing itself as a significant player in women’s soccer.
What does success look like for the Tides, beyond winning games and from a business perspective?
For Halifax Tides FC, success extends beyond just winning games and encompasses a multifaceted approach to business and organizational excellence. Achieving a strong, loyal fan base through engaging community outreach, enhancing game-day experiences, and fostering fan retention is crucial. Financial stability and growth are marked by diversified revenue streams, valuable sponsorships, and strategic partnerships. Building a recognizable and positive brand, increasing media presence, and making a meaningful impact in the Halifax community through local integration and promoting diversity and inclusion are key indicators of success. Additionally, nurturing and retaining top talent, ensuring operational efficiency, and embracing sustainable and innovative practices contribute to the team’s long-term success and legacy.
What advice would you give to someone aspiring to work in business development for a sports team?
To succeed in business development for a sports team, learn everything you can about the sports industry, including how teams make money and how they operate. Build key skills in sales, marketing, and communication, and look for internships or starting jobs to get hands-on experience. Use LinkedIn and other networking tools to connect with industry professionals and find mentors who can guide you. Stay up-to-date with industry news and be ready to adapt to new trends. Show your passion for sports and excitement for the job, as this will help you stand out in the competitive field.
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