How CEO Phil Andrews is Creating Olympic-sized Marketing Succe…

Insider Interviews with E.B. Moss

How CEO Phil Andrews is Creating Olympic-sized Marketing Success for Team USA Fencing

July 10, 2024

Ever wonder how niche sports like fencing stay relevant and grow their fanbase? In Epi 23 of Insider Interviews, I chat with Phil Andrews, who I call the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO of USA Fencing. Fresh from transforming USA Weightlifting, Phil is now wielding his marketing saber to make fencing a “thing” with record-setting results.
In time to understand the sport in advance of the Paris Olympic Games, Phil and I explore how he’s applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully.

For this audience, he also shares his data-driven approach to attracting sponsors, revealing, “We have to, to be candid, fight dirty a little bit. We don’t have the brand of a New York Yankees or even a USA Gymnastics where you’re buying brand and eyeballs. But we have data, we have people, and we have a direct road to them.”

This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that’s perfectly on-point: the “Official Fence of Fencers.” Talk about targeted marketing!

But it’s not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing’s award-winning diversity and inclusion initiatives, including the “Fencing the Gap” program. “The idea of Fencing the Gap is very simple. It’s grant funding that we can put towards fencers who otherwise can’t afford to play the sport,” Phil explains.

Get ready for some Olympic-sized insights as Phil breaks down:

– The complexities of Olympic sponsorships (it’s not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies).

– How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer.

– The surprising connection between fencing and the NCAA (hint: it’s not just about the sport)

– Why listing women first in team announcements is a small but powerful change.

Olympic-bound Team USA Fencing

As a bonus, listeners get a glimpse into Phil’s personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a “40 Under 40” that Insider Interviews is his go-to podcast!: “A lot of what I’ve done over my career is taking other people’s ideas and applying them into Olympic and Paralympic sport. That’s how we’ve done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do.”

This “40 under 40” picked Insider Interviews as #1!

Whether you’re a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog story, this episode delivers gold medal-worthy insights.

En garde, ready, listen!

Highlights:

[0:00:03] Meet Phil Andrews, the CEO of USA Fencing, and his Ted Lasso-like career

[00:04:57] Phil explains NGBs, the three types of fencing – saber, foil, and epee—and their cool origins

[0:10:26] How partnerships with CrossFit and Rogue Fitness revamped USA Weightlifting and drove female participation and revenue

[0:19:57] Launch of “Fencing Across America” initiative with surprise athlete visits and influencer help this summer

[00:24:09] How big nationwide events and data-driven marketing is attracting sponsors

[00:31:29] Unraveling the complexities of Olympic sponsorships

[00:37:42] USA Fencing’s award-winning diversity and inclusion efforts

[00:40:27] “Fencing the Gap” grows participation by all

[00:43:15] Personal connections and Phil’s personal brand…and advice for aspiring marketers and leaders