Author: markinkrott

Food and Beverage: A Sponsorship Powerhouse

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Food and sports are like the perfect celebrity couple, especially in the world of sponsorship. According to Statista, the global sports sponsorship market is expected to reach $100 billion this year, with food and beverage brands like PepsiCo, Anheuser-Busch, and Papa John’s leading the charge. As a former athlete and industry executive, I’ve seen how these partnerships create emotional connections with fans, driving brand loyalty and sales. The partnership activations are continuously getting more creative and innovative as partnership professionals on both the brand side and club side elevate their game.

Take Coca-Cola’s NASCAR sponsorship or Pizza Hut’s NCAA deals—these are strategic moves that place brands in front of passionate audiences. During NFL games, beer sales spike thanks to in-game promotions, like branded fan zones or halftime giveaways. Whether we’re on the field, in the stands or watching on TV, we see fans proudly holding branded cups, a testament to the power of these partnerships. These sponsorships go beyond logos though; they create experiences, like Pepsi’s fan lounges at stadiums, where attendees enjoy branded food and drinks, forging lasting memories.

Economically, sponsorships are a win-win. Brands gain exposure, while sports organizations secure funding for operations and fan engagement initiatives. In 2024, food and beverage sponsorships accounted for a significant portion of the $27 billion U.S. sponsorship market [Statista]. These deals often include experiential components, like exclusive events or branded concessions, which enhance the fan experience and further drive sales. For instance, Anheuser-Busch’s NFL partnerships include tailgate activations that boost brand visibility and consumer engagement which I’ll talk more about in the upcoming article about the economics of tailgating.

The partnership impact also extends beyond immediate sales. Sponsorships shape consumer behavior, encouraging fans to choose branded products outside the stadium. These partnerships create a culture of loyalty, inspiring fans to become brand loyal. In a world with endless choices, supporting the brands that support your team works on multiple levels. Digital platforms are amplifying this impact, with social media campaigns and influencer partnerships extending brand reach. When a brand and club seamlessly collaborate to provide an experience and add value to fans, the brand, the club and the fans all win. And as the legend Herm Edwards believed, that’s why we play the partnership game.

There are naysayers when it comes to writing the check for these sponsorships though. The cost of sponsorships almost always raises questions about ROI, and rightfully so. They are expensive. Some argue that brands could achieve similar results through other marketing channels, but the unique emotional connection of sports sponsorships is hard to replicate. It is also why it is important to ensure you have the right plan and people negotiate and activate your partnership. Looking to 2025, I expect food brands to deepen their integration into the sports experience, leveraging technology like AR activations or personalized promotions to engage fans. These partnerships will continue to drive economic growth, blending commerce with the passion of sports fandom.

Stadium Concessions: A Multi-Billion Dollar Industry

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I can still remember standing on the field at Giants Stadium, before it became MetLife, looking up at 80,000 excited fans. I felt the electric pulse of the stadium, and it still sometimes gives me goosebumps when I think about it—where the roar of the crowd blends with the vibrant colors of the teams and the stadium. The signage of sponsors, the smells of concessions, the anticipation of what could happen next, all combines to create a magical experience. And as those memories are being made, there is also a lot of money being made. Beyond the sensory thrills of taking in a game, stadium concessions are a cornerstone of the sports economy, generating billions in revenue and shaping how fans engage with the game. In 2023 according to Grand View Research, the U.S. sports concession market was estimated at over $10 billion, with projections suggesting it could reach $12 billion by 2025. This growth reflects fans’ willingness to splurge on premium offerings, from $15 craft beers to gourmet burgers, underscoring the high value placed on the stadium experience.

Today when I attend sporting events, I take notice of fans lining up for their favorite snacks, what foods and beverages are popular and it’s true that fan excitement is as palpable for stadium food as the game itself, especially for the casual fan.  And while menu development and offerings are heavily driven by fan demand, there is a lot going on behind the scenes of concessions and hospitality gamedays in the form of intricate partnerships that drive this revenue. Teams collaborate with food service conglomerates like Aramark and Levy, often through complex revenue-sharing contracts that maximize profits while enhancing the fan experience. These deals ensure that every nacho sold contributes to both the team’s bottom line and the vendor’s success while delivering a memorable and engaging fan experience.

Regional flavors are a key driver of concession sales. At Eagles games, Philly cheesesteaks are a must, while Fenway Park offers lobster rolls that scream New England. These local staples do more than satisfy hunger—they support regional suppliers, creating a ripple effect for local economies. According to Simplot Foods, 78% of stadium-goers order food, spending an average of $32 per visit, with 52% of purchases driven by impulse. This spending fuels not just stadium operations but also local businesses supplying ingredients.

Technology is transforming the concession landscape. Mobile ordering platforms like SeatServe allow fans to order food directly to their seats, reducing wait times and boosting satisfaction. However, challenges like timely delivery during peak game moments persist. Despite these hurdles, innovations like checkout-free stores are gaining traction. Lumen Field in Seattle for instance, saw an 85% increase in transactions and a 112% increase in sales after introducing Amazon’s Just Walk Out stores, which AI driven technology and RFID tags enabled fans to make purchases and skip waiting in lines. (Stadium Tech Report). These stores, where fans scan a card, grab items, and leave without checking out, grew from 44 in 2022 to 141 by 2023, signaling a shift toward seamless, tech-driven experiences that we see today.

The economic impact of concessions extends beyond the stadium as well. Local suppliers benefit from contracts to provide fresh produce or craft beverages, while seasonal jobs at concession stands provide employment opportunities. However, some stakeholders contend that stadiums merely divert spending from other local businesses, like restaurants or bars, rather than creating new economic activity. While this debate still continues, the data suggests that concessions enhance the fan experience, encouraging higher per capita spending and an overall net positive for the club.

As we enter half-time of 2025, stadiums are embracing premium and diverse food options—think vegan nachos or sushi—to cater to evolving tastes. Food halls and marketplaces within venues create a food court like food atmosphere, encouraging fans to linger and spend more. With over 300 global stadiums expected to undergo renovations or new builds in 2025 (Deloitte), the focus on enhancing concessions will only grow. As the demand for food and sports innovation continues to grow, I see a future where technology and culinary innovation converge to make every game a feast for the senses and a boon for the economy.

Nothing Brings Us Together Like Food and Sports

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In a world where politics and societal differences often pull us apart, there’s a simple truth I’ve seen proven time and again in my 20+ years of working with sports, agriculture, and food brands: nothing brings us together like food and sports. These two forces have an unmatched ability to bridge divides, elicit joy, and create shared moments that transcend our differences. Drawing from my experience crafting campaigns for global brands and advising startups, I’ve witnessed how food and sports unite communities in ways few other things can.

The Universal Language of Food and Sports

Food and sports are more than pastimes—they’re universal languages that speak to our shared humanity. Whether it’s tailgating with wings and burgers before a football game or gathering around a crawfish boil before cheering on a local team, these moments create bonds that cut through political noise or cultural divides. I’ve seen this firsthand in campaigns I’ve led, like one for a Dairy brand where we hosted farmers to flip the coin toss at high school football games. Families from all walks of life came together, sharing stories while cheering for their team. The result? A 30% increase in community engagement and a stronger sense of unity.

Food and sports tap into something primal—nourishment for the body and passion for the soul. They remind us of what we have in common, no matter our backgrounds.

Building Bridges Through Shared Experiences

In my work, I’ve seen how food and sports create shared experiences that dissolve barriers. For a dairy brand campaign, we partnered with a professional baseball team to create “Family Game Nights” at the stadium, featuring farm-to-table food trucks and player meet-and-greets. Fans who might never agree on politics found common ground over a love for the game and a shared appreciation for fresh, local cheese and ice cream. The campaign boosted brand loyalty by 18% and left attendees talking about the experience for weeks.

These moments work because food and sports are inherently inclusive. A perfectly grilled hot dog or a clutch game-winning play doesn’t care about your voting record—it just brings people together in celebration. When the Cubs won the World Series in 2016, it was one of the happiest moments of my life. Everyone from everywhere was hugging and high-fiving in Wrigleyville that night. Strangers became friends in the winning moment. That is the power of Sport. And without barley and hops farmers, Harry Caray would not have Budweisers.  

Amplifying Community Through Grassroots Initiatives

Grassroots efforts are where food and sports shine brightest in uniting communities. I’ve advised produce brands to sponsor youth sports leagues, setting up “healthy snack stations” at games where parents and kids learn about nutrition while bonding over soccer or basketball. One initiative I led for a vegetable brand involved donating fresh produce to local sports programs and hosting cooking demos with athletes. The result was a 22% increase in brand awareness and countless stories of families reconnecting over meals and games. These initiatives show that when you combine food and sports, you’re not just marketing—you’re building community.

Telling Authentic Stories That Resonate

Over the years I’ve learned that authenticity is key to connecting with audiences, and food and sports are perfect vehicles for telling real, relatable stories. For a poultry brand, we created a social media campaign featuring athletes and farmers sharing high-protein recipes and their personal stories of hard work and teamwork. The series, shared across Instagram and TikTok, garnered over 700,000 views and sparked conversations about health, family, and community. By focusing on the shared values of dedication and nourishment, we cut through divisive noise and created a narrative that resonated universally.

A Call to Brands: Unite Through Food and Sports

In today’s polarized world, agriculture and food brands have a unique opportunity to lean into the unifying power of food and sports. Whether it’s sponsoring a local team, hosting community events, or partnering with athletes to share authentic stories, the formula is simple: create moments where people can gather, eat, and cheer together. My work has shown me that these moments don’t just sell products—they build trust, foster connection, and remind us of our shared humanity.

Let’s harness the power of food and sports to bring people together. If you’re a brand looking to tell a story that unites, I’d love to connect and explore how we can make it happen. After all, in a world that often feels divided, nothing brings us together like a good meal and a great game.

Follow me on LinkedIn for more insights on how food and sports can transform your brand’s story, or reach out to discuss your next campaign!

45 Lessons for My Son

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Five years ago around the time of my 40th birthday I started to make a list of the 40 lessons I learned along the 40 year journey I’d been on. It was a milestone birthday and I was coming out of a low point in my life. I battled with depression, did the work, and got myself back up. At the time, I thought maybe I had lived long enough and collected enough life experience that people might find a few of the lessons I jotted down helpful. What I didn’t know at the time, is that I was actually making that list for my future son. Five years later into life’s journey, I’m a dad, I’m married, and have five more lessons to add to the list… Well, actually there are a lot more lessons learned from marriage and parenthood, but that’s for another day.

  1. Mistakes are okay, excuses are not.
  2. Gratitude is the most wonderful mindset to be in. Spend as much time there as possible.
  3. Exercise and smart eating are better for my mind than they are my body. Take good care of both.
  4. Forgiveness is a virtue. Go first. And start with yourself.
  5. Family is everything. Meet them where they are – not where you think they should be.
  6. The Law of Attraction. I subscribe to it.
  7. Relationships take time. Time to invest in them, time to trust, time to heal, time to forgive, time to love… choose relationships intentionally and make the most of your time.
  8. Children are the future. Teach them to be kind to one another, and let them fail once in a while.
  9. Having a beer with an old friend you haven’t seen in 10 years is a blessing. Reach out to them more often.
  10. Writing a hand written thank you card is the art of connection – be connected to people.
  11. Meditation, prayer, and spending time in nature are good for the mind, body and soul.
  12. Goals are more likely to be accomplished when they are written down. Write them down.
  13. Call your mother. How many friends do we have that would love just one more talk with mom?
  14. Self-help books are meant to be read and re-read. Then pass them on. Someone will be grateful that you cared.
  15. A morning routine is your best time. Protect it with a good night of sleep.
  16. Laughter is great medicine. Taking ourselves too seriously and holding on to past pain prevents laughter.
  17. It’s a lot easier to blame and complain than it is to understand and take responsibility.
  18. Good things come to those who go get them.
  19. We feel better when we are tan and able to play outside. Go outside more.
  20. A little bit of everything is generally ok. Too much is always too much.
  21. There are no shortcuts. Spending time looking for one is a waste of time.
  22. Your title at work means very little to anyone. Your reputation on the other hand does.
  23. Work on things you are passionate about. You will have very little to complain about if you do.
  24. Learn to say thank you and accept a compliment gracefully. Don’t deflect it. It is yours.
  25. Stay in the moment. Put the device down at the table when you are with your person. Quality time is precious.
  26. Farmers produce our food. Get to know them, and understand what they do. You will appreciate meal time a little more.
  27. Treat your restaurant server like you would the owner. Please say thank you.
  28. It’s ok to be vulnerable. When we are vulnerable, we find strength in ourselves we didn’t know we possessed.
  29. Reach out to coaches and teachers and let them know that the work they do matters. Long after retirement, a teacher is still and will always be a teacher at heart.
  30. Technology moves fast and it takes a little effort to keep up, but don’t be afraid of it. Embrace it.
  31. Politics and religion. Figure yours out, and I’ll figure mine out. And let’s still be friends.
  32. Sportsmanship and teamwork are more important than trophies. Collect teammates for the rest of your life and hang sportsmanship on your walls.
  33. Believe in yourself. If you don’t, no one else will either.
  34. Remember where you came from. Your roots are still planted there.
  35. If you feel like you need someone to talk to, you are not alone. Make the call, ask for help, and do it for you. What other people think is not important. You being here does.
  36. Everyone’s journey moves at a different pace, in different directions and at different times. Your journey, regardless of where it takes you, is your story. Write it the way you want it to be read long after you are gone.
  37. It takes courage to grow up and be who you truly want to be. Be a lion. Your future self will thank you.
  38. Listening is easier when we make eye contact. Be present and intentional about listening.
  39. Be a gentleman. Open doors, stand to greet her, share your jacket. Young men are watching your example. Be the example your sisters and daughters deserve.
  40. We can make more money. We can’t make more time.
  41. Failure tests the mind and the man. How we fail is how we grow.
  42. Faith is the strongest muscle we posses; it can lift you up when you can’t lift yourself. Work on it.  
  43. Having a son strengthens a man’s heart and his mindset. If you have a son, be a man. For him, and for yourself.
  44. Generosity is a superpower. Being generous with ourselves as well as others feels good, and is good. 
  45. Standing tall and maintaining a confident posture sets the tone for every room we walk into. Don’t slouch, shoulders back, chin up. You belong in the room.  

Cheers to five more years!

Love Brings us Home

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Brad & Angie Schumaker Family

Tragedy hit our home… God called his daughter, and our friend, mother, wife, aunt, co-worker, Angie, home to be with Him in Heaven, and it hurts like Hell. He eventually calls all of us… but it seems this time, it was just too soon. From the moment we heard the news, to the moment we laid Angie to her final resting place – family, friends and even complete strangers showed their love by doing anything and everything we could for Brad and the boys.

As Angie drove to work in a cold January rain, oncoming headlights and her life flashed before her – and without warning, or time to prepare, she was gone.

Angie leaves behind a husband and four sons… The Schumaker Boys. I honestly can’t imagine what that feeling must have been like for Brad when he received the initial call. And as he raced out to the accident site, the feeling he had when the EMT gave him the devasting news. He told me he stood in the rain, numb; trying to process everything. And though he told, I still can’t imagine… Then came the task of going home, to tell his boys that their mom, would not be coming home.

There is no playbook for this kind of tragedy. This is not supposed to happen. However, we know it did. Brad coach’s basketball for our hometown high school, and he is damn good at it. He even found the courage to coach his team in the midst of this all. In all the locker rooms I‘ve ever been in, the hundreds of pre-game speeches I’ve listened to, there is nothing that has ever compared to, or has come close to the courage of Coach Schumaker finding the strength or the words to do what he did… and continues to do every day for his boys, on and off the floor.

Our hometown, the Ottawa Glandorf community pours love and support into the hearts of those in need unlike anywhere else in the world. We take care of our own. And expect nothing in return. I’ve been blessed to live in many places, and not one of them compares to O-G. Period.

Can there be a silver lining of a tragedy like this that rips a mother away from her husband and four young children?  I’m not sure. It’s too soon… But I do know there is no other place that I have ever been, where it might be possible to find one. Growing up in the Ottawa-Glandorf community, and being raised with small town values at our core has produced good men and women. Men and women who continue to raise families in our community, and men and women who drop everything and return to our community when something like this happens. As the dust settles and Brad and the boys find their new routines, undoubtedly those routines will come with memories of Angie. Many of them wonderful, happy memories of the beautiful and caring mom she was. As the boys go forward, so come the unthinkable new challenges of financial burdens, family meals and everything else that four boys between the ages of four and twelve need.

As our friends gathered with Brad during this heart-wrenching time, we asked him what we can do. And all he asked of us was to tell our families we love them and to go be with them. He assured us that it was going to be ok.

There is nothing we can do to bring Angie back, but we can show up as often as we can, and do whatever we can.  So, whether you are reading this and can go be with your family and hug them, please do. You truly never know when it could be the last time you see them.  If you can donate a few bucks to the boys go-fund me page, thank you; it is all very much appreciated. Maybe you are a person who prays, that helps too. Whatever it is we take away from this tragedy is up to us. But one thing for certain, Love, at some point in our lives, will bring us Home.

Rest in Peace, Angie. We love you, and your Boys.

40 Thoughts After a 40-Year Journey

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Nothing better in 40 years than watching my sisters become wonderful mothers.

I’ve been 40 years old for four months. In those 40 years I’ve experienced success at a high level in sports and career, and have fought out of the lowest depths of my life in failed personal relationships and emotional distress.  We all have strife, struggles and pain that we feel. On the other side of those low points in our life though, is the good stuff. And the good stuff is ready and waiting for us. This morning during my morning routine, I sat down and thought about all the good stuff, reflected on the ugly stuff, and captured what I have learned over the past four decades.

Here is my list of 40 thoughts, after a 40-year journey.

  1. Mistakes are okay, excuses are not.
  2. Gratitude is the most wonderful mindset to be in. Spend as much time there as possible.
  3. Exercise and smart eating are better for my mind than they are my body. Take good care of both.
  4. Forgiveness is a virtue. Go first. And start with yourself.
  5. Family is everything. Meet them where they are – not where you think they should be.
  6. The Law of Attraction. I subscribe to it.
  7. Relationships take time. Time to invest in them, time to trust, time to heal, time to forgive, time to love… choose relationships intentionally and make the most of your time.
  8. Children are the future. Teach them to be kind to one another, and let them fail once in a while.
  9. Having a beer with an old friend you haven’t seen in 10 years is a blessing. Reach out to them more often.
  10. Writing a hand written thank you card is the art of connection – be connected to people.
  11. Meditation, prayer, and spending time in nature are good for the mind, body and soul.
  12. Goals are more likely to be accomplished when they are written down. Write them down.
  13. Call your mother. How many friends do we have that would love just one more talk with mom?
  14. Self-help books are meant to be read and re-read. Then pass them on. Someone will be grateful that you cared.
  15. A morning routine is your best time. Protect it with a good night of sleep.
  16. Laughter is great medicine. Taking ourselves too seriously and holding on to past pain prevents laughter.
  17. It’s a lot easier to blame and complain than it is to understand and take responsibility.
  18. Good things come to those who go get them.
  19. We feel better when we are tan and able to play outside. Go outside more.
  20. A little bit of everything is generally ok. Too much is always too much.
  21. There are no shortcuts. Spending time looking for one is a waste of time.
  22. Your title at work means very little to anyone. Your reputation on the other hand does.
  23. Work on things you are passionate about. You will have very little to complain about if you do.
  24. Learn to say thank you and accept a compliment gracefully. Don’t deflect it. It is yours.
  25. Stay in the moment. Put the device down at the table when you are with your person. Quality time is precious.
  26. Farmers produce our food. Get to know them, and understand what they do. You will appreciate meal time a little more.
  27. Treat your restaurant server like you would the owner. Please say thank you.
  28. It’s ok to be vulnerable. When we are vulnerable, we find strength in ourselves we didn’t know we possessed.
  29. Reach out to coaches and teachers and let them know that the work they do matters. Long after retirement, a teacher is still and will always be a teacher at heart.
  30. Technology moves fast and it takes a little effort to keep up, but don’t be afraid of it. Embrace it.
  31. Politics and religion. Figure yours out, and I’ll figure mine out. And let’s still be friends.
  32. Sportsmanship and teamwork are more important than trophies. Collect teammates for the rest of your life and hang sportsmanship on your walls.
  33. Believe in yourself. If you don’t, no one else will either.
  34. Remember where you came from. Your roots are still planted there.
  35. If you feel like you need someone to talk to, you are not alone. Make the call, ask for help, and do it for you. What other people think is not important. You being here does.
  36. Everyone’s journey moves at a different pace, in different directions and at different times. Your journey, regardless of where it takes you, is your story. Write it the way you want it to be read long after you are gone.
  37. It takes courage to grow up and be who you truly want to be. Be a lion. Your future self will thank you.
  38. Listening is easier when we make eye contact. Be present and intentional about listening.
  39. Be a gentleman. Open doors, stand to greet her, share your jacket. Young men are watching your example. Be the example your sisters and daughters deserve.
  40. We can make more money. We can’t make more time.

No use Crying over Broken Glass

/ markinkrott / 1 Comment

I learned a valuable lesson this week and was reminded of advice I received from a boss early in my career. We may not be able to control the things that happen to us, but we most certainly can control how we react to them. And how we react, is a good indication of our emotional intelligence.

When I saw that my truck window had been smashed in and obviously not by accident, I was angry. I was angry all night about it because it caused me to miss a work event that I was looking forward to attending. I was angry because now I have to spend money to get the window replaced, and it just created an overall inconvenience and time-suck for myself and others. And frankly, it pissed me off that people do shit like this.

After sleeping on the day’s events though, I had a chance to reflect and think about what I could have done differently. Sure, I could have been more thoughtful about where I was parking, and I could have been more alert to the already broken glass on the sidewalk just feet away from where I had parked my vehicle. But it wasn’t until today, during the quiet alone time while vacuuming out the broken glass that I stopped being upset. I could have chosen a different parking spot, and maybe the outcome would have been different. Who knows, it probably would have still happened because like a knucklehead, I left a backpack on my front seat and that was clearly what they were after. In fact, I found the backpack in a nearby alley where they ditched it after realizing there was nothing of value to them in it. Additionally, because there are also good people in the world, I found my backpack after receiving a phone call from a stranger who saw my business cards all over the street and the backpack tossed under a car.

What I ultimately realized while vacuuming up the glass today, was the only thing I could have really done differently, was control my thoughts about the situation. As I was kneeling on the running board and reaching to get shards of glass out from under the seat, for some reason, I thought of that boss’s advice. I realized I could have forgiven more quickly, could have let the anger pass sooner and could have not let the inconvenience ruin my night.

Looking back, the only thing I truly lost is the time I spent being upset. I’ll never get that back. A high EQ means being able to forgive, step back from a situation and put yourself in other people’s shoes. As I was vacuuming up the broken glass, after wondering why this happened to me, I realized none of that negative story matters, and I also realized that it’s been a while since I’ve written a blog post.

Conditioning Test

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Pictured here is the 300 yard shuttle conditioning test.

We make a lot of sports analogies around the office at UpField because sports have been such an important part of our backgrounds. Sports at all levels, little league up to the professional ranks, helped shape our team into the people we are today. We believe Life’s Lessons are learned on the field of play, as often, if not more than they are learned in church, at school, the farm, or anywhere else we learn for that matter.

When playing in the NFL, our team had to pass a conditioning test before reporting to training camp. The test was challenging, but if you followed the off-season program and put the work in, the test was attainable and relatively predictable since you spent most of your time preparing for it. The learning from the conditioning test for both the coaches and the players was not to see who could run a five-minute mile or fifteen 40-yard dashes for time, the test was to see who got tired, who slowed down, who would quit, and who would encourage the others as the test became increasingly more difficult.

A conditioning test has as much to do with displaying mental toughness as it is physical exertion, and much like entrepreneurial businesses, one must be mentally strong to survive. To make this team, you must work harder than the giants, smarter than the competition, and be relentlessly focused on your goals. Too much deviation from the goal or the process, and you could find yourself out of shape, looking for a job, or worst of all – quitting.  
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A House Divided

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“A house divided against itself cannot stand” – Abraham Lincoln

On February 13, 2003, after barely a wink of sleep, I woke up on the Jersey side of the Hudson River and looked out the hotel window to an unforgettable sight. Two Apache Helicopters were patrolling our border, hovering over the place where the Twin Towers once stood. It had been one year, five months and 12 days since the day that our country was attacked by terrorism, and I was in New York for the first time in my life, trying out for an opportunity to play football for the New York Giants.

It was all very surreal. It had been over a year since that day the Towers fell, and life was getting back to dare I say, “normal” in parts of the country, but being in New York, and seeing the Apache Helicopters hovering over the city, put me right back to that September morning in 2001. I stood by the window for nearly 30 minutes just watching them fly back and forth, but mostly they seemed to just hover. Protecting.

I could have stayed at that hotel window gazing out for the entire day. I was fixed in my thoughts regarding the 2,606 people who died in the World Trade Center and it seemed like an honor just to see the Apaches in action, in person. I remember thinking about the pilots and crew in those helicopters, wondering who they were and where the soldiers were from. I wondered if any were from Ohio like me. My curiosity got the best of me for a while as I stood and watched our country, and our military protect me while I was literally, chasing my dream.

Later that day, after a solid workout with Coach Pope and a few other coaches, I signed a contract to play for the Giants. The funny thing about that day, is that I expected that to happen. I went to New York to play football and wasn’t nervous, wasn’t intimidated by the city, or competition, or anything like that. I knew I could play football. But seeing those helicopters flying over New York City, that threw me off more than football ever had. That memory has remained in the back of my mind and close to my heart ever since. (I can see them vividly right now as I type).

Fast forward to August 7th of that same year, I played tight end in the first NFL game I ever attended. Standing on the 47-yard-line just before Kick Off, a few tears rolled down my cheek as I realized I made a dream come true and was playing in the NFL. Just about that same moment of realization, as the National Anthem was nearing the big finale, four F-16 Fighter Jets flew over the stadium in Foxborough and every hair on my body was standing. I’ve never felt goosebumps so intense and I had never felt more grateful for my family, my past coaches, my past teammates, my supporters and even my haters than I did at that moment. When the rockets red glared, fireworks in the stadium exploded, and I was a football player not just in the NFL, but in the land of the free, and in the home of the brave.

5 Days of Super Bowl 50

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Super Bowl 50 from the Bay is officially in the books and this year was as exciting as any of the seven Super Bowl trips I’ve been so fortunate to be a part of. Different in many ways because I traveled with new clients and friends, and not the familiar faces from DMI, GENYOUth and the Fuel Up to Play 60 team. Although they had awesome news this year, announcing at the Super Bowl along with USDA availability there will be $35MM in grants available to schools. This group keeps getting it right.

After seven of these amazing work experiences over the years, I’ve learned from some of the best in the business about the details, logistics and planning that goes into Super Bowl week, and I’ve developed a real appreciation for it.

The people behind the scenes are why Super Bowl is such an outstanding event. Every company, every celebrity, every NFL club has these people. And I’m thankful for all they do. Whether it be at a networking dinner with special NFL guests, a thoughtful gift left as a room drop or even VIP access to the Playboy party. Someone is thinking about how they can improve your experience at the Super Bowl… and it will continue. Making Super Bowl, The Event of the Year.

Our work this year with the NFL Alumni Association had us begin our week with Coach and Jaws at their annual cigar party. Over 150 NFL Players were in attendance and a few special guests to support some great charities. I didn’t get a picture with Vince Vaughn, but it was a great event and a great way to kickoff the week.

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Coach and Jaws along with the Pro Football Legends at their annual Cigar Party.

In years past, I was on the look out for celebrities and players to get a picture with because let’s face it, it’s fun and intriguing in some ways, to hang out with the stars. While I did find a few players to take a picture with me this year, I also met another type of celebrity, Josh Peyton, whom I became friends with instantly thanks to an introduction from my partner in crime this week, Chris DeMain from Living Social. Josh Peyton is an Army Ranger and currently the CEO of the Veterans Golf Association. So basically no one tells him what to do. Which was evident when we walked right into a VIP suite at the EA Sports party to talk to Jerome Bettis. I guess when you’ve seen and done what Mr. Peyton has done for our country, some guy with a flashlight checking wristbands at the door doesn’t seem like much of a threat.

Josh rocking the red jacket like a boss at EA Sports Party.

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Catching a behind the scenes view of Fall Out Boy before Ludacris was on.

Friday morning was up and at em again with calls and meetings and later checked out the view from the top floor of my hotel. Had a nice Chicago style steak at Morton’s and was off to the Legend’s of the Game Party, hosted at the Pac-12 offices and caught up with former teammate and co-founder of Thuzio Executive Club, Tiki Barber. Brett Favre was also there with his new digital venture; Sqor Sports.

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Looking down from our hotel at Bud Light Village and a beautiful San Francisco evening.

From there, we were off to the Playboy party at AT&T park. The party itself had lots of energy and cool light shows. And of course nice scenery; as one would imagine at a party sponsored by Playboy. Sorry guys, none of those pictures from the Playboy Party; just a quick snap of Alesso below who was spinning. Thinking back, this may be the only moment of the night my phone was not in my pocket. I had a drink in one hand, and one hand free for making introductions – I was just too busy for taking pictures. It was a really tough day at the office.

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In the morning, met up with our friends at JBL and Harmon Audio for our JBL Live at the Vineyard event in Napa Valley. Nothing like jumping back on the horse with some nice reds and sparkling whites. Had these two not handed wine to me – I would have passed. But, as they say, when in Rome – or in this case Artesa Vineyard and Winery, drink up.

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Just a few of my friends from San Francisco.

The best part of this event was getting to congratulate and talk with Orlando Pace – 2016 HOF!  I don’t think there is a filter or photo shop tool out there that is capable of making me look like I wasn’t out all night or that I have not been drinking Pinot Noir. So I’m not even going to try. But I wanted to capture my conversation with the Big Guy. We talked about OHSAA basketball and how he used to dunk on people when he played at Sandusky High School.  He may be the GOAT LT… Maybe Anthony Munoz would disagree but I’m telling you, Big O is a beast. Pretty sure he could also still toss every one of those wine barrels over the Shoe.

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Congratulations on being selected to the Hall… O.H.I. BIG O.

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Our NFL Alumni lineup at the JBL Live event from Artesa Vineyard in Napa Valley.

Other players who joined us for our event included Charles Haley, Andre Reed, Dana Stubblefield, T.O., Brady Quinn, who is standing behind Jimmy Johnson, and standing beside Orlando is Joe Pisarcik – the President and CEO of the NFL Alumni Association. Also in the picture are our friends from Harmon who helped to make all this possible.

Inside, the party was a blast, the food and music was great, and the wine was perfect. Outside though… Breathtaking! The views were amazing and pictures from my phone cannot even come close to doing them justice. The aromas and air and everything about the area, was beautiful. Definitely unlike anywhere I have even been to. I’d love to go back! I learned that the yellows in the photo between the rows is mustard – and it only blooms during the months of February and March. So I had that going for me, which was nice.

No filter necessary.

By the time the JBL event was over and we got back to the hotel, it was nearly time to get ready to go out again. We rallied and made it out for the Rolling Stone Party at the San Francisco Design Center. A very cool venue. Four floors in an open square design. We rubbed elbows with Steph Curry and a few others. Nothing like dropping in 36 across the bay, grabbing a shower and then walking the red carpet at a Super Bowl party sponsored by Rolling Stone. Steph is having an incredible run lately!

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Looking down onto the crowd at the Rolling Stone party.

My favorite event from a football standpoint before the big game is the NFL Alumni Pregame Brunch. From Flemming’s Steak House in Palo Alto, Pro Football Legends like Justin Tuck and Rob Woodsen (not pictured) and this crew (Jaws, Jim Thorpe, Kellen Winslow, T.O. and Andre Reed) talk about what it’s like playing in the Super Bowl, the match up, predictions, and everything else that comes along with it. If you are a pure football fan, this is where it’s at. The parties are fun – they really are. But this is football. This is what it is really all about!

Here’s a nice picture of T.O. talking on the mic and not on his phone – about the only time he was on stage and wasn’t on his phone.  I’m not sure who he was talking to but among this company – he looked like a rookie. I have a high expectation for paying players for appearances. After working with Fuel Up to Play 60 ambassadors for so many years, I’ve learned how a true professional should act in this type of setting. But hey, here’s T.O. One of the very best ever to play the game, and one of the very few people who are recognized by only his initials.

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Pam Oliver and Jaws facilitating the NFL Alumni Pregame Brunch at Fleming’s.

Next year the Super Bowl makes its way to Houston. Here’s to looking forward to #8 for me, and LI for the world!

Until then – when do Pitchers and Catchers report Cub fans? That’s a wrap on this year’s football season… Go Cubs Go!

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