🏆 Career Insights: From EA SPORTS to Athlete Representation

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A Unique Path to Sports Marketing & Athlete Representation

Ty’s journey into sports marketing and athlete representation was anything but conventional. Born and raised in Daytona Beach, Florida, he took an unorthodox route into the sports industry – joining the Marine Corps straight out of high school and serving for nearly a decade. While in the military, he dedicated his free time to education and getting involved in multiple entertainment ventures, ultimately earning a master’s degree in Entertainment Business from Full Sail University.

During his 11 years at EA SPORTS, Ty worked in product marketing before transitioning into athlete marketing, securing and managing top-tier athletes for some of the biggest sports gaming franchises. This role allowed him to build a vast network, which led him to his next career stop at SSE. Now, he’s on the other side of the table – representing and managing major athletes, helping them shape their careers, and driving business growth through new athlete signings and brand partnerships.

The Key to Success: Creating Action & Building Relationships

Having worked in both the military and sports marketing, Ty has seen a variety of leadership styles. However, he believes one defining trait leads to success: the ability to take action. “There are ‘maybe one day’ people, and there are people who act on their plans,” he says. “The best step is the next one.” That decisive mentality has been a cornerstone of his career and a common trait among the most successful professionals he’s encountered.

When evaluating potential hires, Ty looks beyond resumes and qualifications. He prioritizes attributes that drive success in a fast-paced, relationship-driven industry. “Excellent interpersonal and communication skills, the ability to build and maintain relationships, creative thinking aligned with current trends, and strong project management skills,” he notes. Those who can juggle multiple responsibilities while staying innovative and adaptable are the ones who thrive.

Navigating Challenges: The Gronkowski Dilemma

In sports marketing, things rarely go as planned. Flexibility is key when working with talent, and Ty learned this firsthand in 2016 while promoting Madden NFL 17 with cover athlete Rob Gronkowski. A major media junket in New York was set to drive holiday sales – until Gronk suffered an injury and couldn’t travel. After rescheduling, disaster struck again when he took another hit and landed on injured reserve. Rather than scrapping the campaign, Ty and his team pivoted.

“Instead of giving up, we created a concept where Gronk interacts comically with Madden, making light of the ‘Madden Curse’ and giving him the season he wanted – by playing instead.” By filming at Gronk’s home, they salvaged the campaign and turned a setback into a win. “The outcome wasn’t what we originally had in mind, but the flexibility and problem-solving of our team led to a great result.”

Always Provide Value First

For students looking to break into sports, Ty offers simple but crucial advice: “The key to getting started is to provide value first, not just take.”

He stresses the importance of contributing before expecting anything in return. “Nobody has time to ‘give you 10 minutes’ to discuss how they can help you. Figure out how you can help them first. Volunteer, create graphic designs, build marketing decks – do something. Over time, you’ll gain the experience and insight you’re looking for.”

Reflecting on his own career, Ty’s advice to his younger self is: “Nobody is ‘better’ than you. They just did the work required to get where they are. You can too. So, get to it!” That mindset has guided him throughout his career and is something he encourages young professionals to embrace.

The Why: Elevating Athletes

For nearly 12 years, Ty helped grow the EA SPORTS brand through athlete partnerships. Now, he’s focused on something even bigger – helping athletes shape their own brands and maximize their impact.

“I’m driven by a new challenge,” he says. “It’s about empowering my clients to shape their own narratives, build meaningful brands, and use their platform for positive impact. It’s a chance to make a real difference in their careers and lives, and I’m incredibly inspired by that opportunity.”

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