The Work in Sports Podcast - Insider Advice for Sports Careers

The Work in Sports Podcast - Insider Advice for Sports Careers


Rashida Gayle, Director of Talent Marketing, GSE Worldwide – Work In Sports Podcast

August 21, 2019

Hi everybody, I’m Brian Clapp VP of Content and Engaged learning at WorkInSports.com and this is the Work in Sports podcast.Back in the early 2000s, which seems like yesterday, but in our fast-moving world was actually, like, 100 years ago,  I was the executive producer for a TV show featuring NFL MVP Shaun Alexander. Shaun is an incredible dude, and I loved working with him, but that’s not why I brought this up. I bring this up just to show how much things have changed in the last 15 years.Back then, athletes had very few channels to share their personal stories, their point of view, their personality or perspective. Just a few of the top stars would have their own TV show, like Shaun, others may have weekly segments on sports radio, or maybe work with a local sports reporter for a newspaper feature.Most everything from a personal branding perspective worked through the media.  And then it all changed.Social media played a huge role - players could now voice their own stories, share their own vision, create their own videos - and have a channel to distribute them. But even more than social media as a tool - there was also a shift in attitude, utilization of the leverage players have, of the demand THEY create. Many in the media call this the player entitlement era, where they now call the shots. The athletes make the demands and they have shifted the leverage of every negotiation.I find that term kind of insulting, player entitlement. The word entitlement gives it a negative connotation, like how dare they express themselves or want for themselves, or demand for themselves. Entitlement to me has a connotation of being something that isn’t deserved, like a child acting like they should get the toy because they want it. It is their prerogative. In the instance of elite athletes, they are the product, they are the brand, they have every right in the world to express themselves, brand themselves, leverage themselves, for their betterment.And they are doing exactly that. Sites like the Players Tribune give all players a voice to share the world through their eyes. More and more athletes are creating videos, negotiating deals, creating documentaries and building a huge personal brand. Alas, the players don’t all go it alone. They often look for trusted advisors, creative visionaries who can enhance their portfolio and build their reach beyond what they imagined was possible.One such visionary is today’s guest - Rashida Gayle, Director of Talent Marketing with GSE Worldwide, a fully integrated talent representation, and sports marketing agency. Rashida works with stars, like MLS MVP Josef Martinez, Atlanta Falcons Running back Devonta Freeman and rookies Justice Hill of the Baltimore Ravens and 49ers WR Deebo Samuel. Time to find out how she got where she is today, and where she sees the world of marketing heading -- here’s Rashida Gayle. Questions for Rashida Gayle, Director of Talent Marketing GSE Worldwide1: I read an article where you were asked about breaking into the sports industry and if it’s been a smooth road for you – you responded “Absolutely not” – lets dig into that, because it is extremely hard and there are a ton of people that love sports and want to work with athletes – so take us back to the beginning, how did you break-in?2: I saw one background piece on you that said “Gayle credits her upbringing for enabling her to see the bigger picture in life” – can you explain?3: Your background and experience aren’t just in marketing - it’s public relations, community relations, event production, negotiation, finance – how important is versatility in the sports industry, and how did you learn all of these disparate skills?4: Your work is in a relationship side of the industry, the athletes you approach and recruit have to trust you to wo...