Twitter Chat: Senior Director of Marketing for ESPN Seth Ader #MSBClusive Highlights

On September 8, Senior Director of Marketing for ESPN Seth Ader hosted a live Twitter chat through the @UMSBC handle, discussing everything from getting started in sports business to Michigan’s Final Four run with participants.

Using the hashtag #MSBClusive, Twitter users posed questions which were then answered by Ader. The majority of the questions came from Tweeters hoping to break into the sport business industry.

Ader had plenty of advice for prospective sport business professionals, stressing especially the power of perseverance. “If you’re good at what you do and you love it, then chances are it will work out,” Ader said.

Ader mentioned that working with ESPN was “love at first sight.” At ESPN, he is responsible for marketing efforts including the company’s NFL programing, soccer properties and MLB programming. He has been with ESPN since 2001, working as a marketing manager on projects ranging from programing to ESPN the Magazine.

Prior to joining ESPN, Ader worked in marketing, sales and PR at companies, including Conde Nast Publications, and the New Jersey Nets. After starting in ticket sales with the Nets, Ader decided to break into marketing. “I realized I was more interested in the ads themselves [than] what I was actually selling.”

Due to the many career-related experiences, Ader has extensive insight on all aspects of sport business, including its future. “Companies that invest in mobile and move quickly will be a total game changer,” Ader said.

Ader also shared details on a number of ESPN’s marketing campaigns, including its upcoming World Cup campaign. According to Ader, the campaign will start in December and include “lots of multi-platform marketing.” He added that marketing a global event like the World Cup is quite different. “The stakes are much higher,” Ader said. The “quantity of people and the passion for the event [is] too.”

A Michigan alum, Ader obtained his B.A. in Sport Management and Communications from the in 1994. During his time there at Michigan, Ader rubbed shoulders with other future sports power players, including the Fab Five’s Juwan Howard. “He used to park in my driveway every once in a while,” Ader said.

Ader was also announced as a speaker at this year’s Michigan Sport Business Conference an hour before the live chat began, adding him to a long list of sports business professionals scheduled to speak at the second annual conference on October 18.

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Social Media Coordinator Emily Gordy

For media inquiries, please contact Brand Manager Liz Nagle
liz.nagle@umsbc.com
(248) 636-3661

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