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from Pat Alacqua

 

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from Experts Who’ve Been There

 

The Way Forward

Why Bernie Mullin always knows what road to take—and why that matters.

Meet Bernie Mullin

 

Bernie Mullin’s drive comes from his father. During the holidays as a young man, Mullin would tag along with him as he sold insurance door to door. While his job was to collect money from policyholders, his father would always offer his customers more in the way of insurance incentives. The upselling technique was not the lesson the younger Mullin walked away with; it was the relationships.

As young Bernie handed flowers to the mother of the house, his father would ask about the family’s well-being, often rattling off the names of other family members and reminiscing about things they had done. The relationships—and how each one seemingly would lead to other opportunities—would eventually become the basis for everything that Bernie Mullin would set out to do. The people—who you hire, the ones you partner with, how you engage with the universe they help create—is the not so secret formula Mullin would use on his way to the top of the corporate mountain.

Ethics. Honesty. Integrity. More ethics. These are the characteristics Mullin says are what should drive the people who drive your business. “There needs to be more of focus on the individual. When I look back on my career, the greatest pride I have is the young people I've mentored and directed—the ones I supported and opened doors for. I always use the football analogy, the American football analogy, that all I did (his companies did) was create the holes for people to run through. When they thanked me for helping them succeed, I reminded them that they were the ones who zigged and zagged through the doors that were opened. It’s more about them patting themselves on the back—all I did was provide the opportunity.”

As simple as that tenet sounds, it is way more sophisticated in the scope of all the lifelines that Mullin has given to the scores of people and organizations he has worked with over the years. The culmination of his efforts hit an apex recently when he sold The Aspire Group, the sports marketing firm he started in 2008 in the Atlanta suburbs of Buckhead. Generating more than $100 million in annual revenue for its clients, The Aspire Group has employed 200 employees and has worked in 20 different sports and entertainment genres in its history. Also has given over 1500 young people the opportunity to work in the sports and entertainment industry, which is a very difficult sector to penetrate. The acquisition involved Playfly Sports, an emerging leader in sports media, marketing and technology, including artificial intelligence (AI) added The Aspire group to its portfolio to help deliver strategic planning, analytics and marketing services, as well as ticket and hospitality sales and service.

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"Psyche Yourself Up For Selling Your Business"

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Mullin and Aspire President and CEO Bill Fagan continue to use their trusted sales approach to help lay the foundation for Playfly’s supercharged end-to-end ticketing division—Playfly Gameday. The division, which sits within the Playfly portfolio, will work to provide new avenues for revenue generation through turnkey fan engagement solutions, premium experiences and more advanced technologies such as AI. It will be an interesting and unique experience for Mullin and his team, which built the framework of their firm on their agility and responsiveness. “Our secret sauce was to have a cohesive senior management team that sat, listened and talked through everything, and then rapidly made decisions so we could be ahead of the game and respond to trends. That is the secret weapon.”

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"Secret Sauce For Your Leadership Team"

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Learning, mastering and winning the game

Bernie Mullin is affectionately known as The Professor. It might help to know that the internationally-acclaimed management and marketing consultant and speaker—along with Dr. Bill Sutton and Dr. Steve Hardy—wrote the scholarly focused book, “Sport Marketing.” That he spent the next 30-plus years systematically working with professional sports, collegiate athletics and entertainment venue operation at the highest levels of the game employing those techniques is no accident.

"I always use the football analogy, the American football analogy, that all I did (his companies did) was create the holes for people to run through. When they thanked me for helping them succeed, I reminded them that they were the ones who zigged and zagged through the doors that were opened. It’s more about them patting themselves on the back—all I did was provide the opportunity.”

Click for More - Video 3

"Embrace The Media To Help Drive Your Business"

Or Scroll down to the Video Section for more.

Over the years, Mullin has specialized predominantly in start-ups and turn-around situations, helping to refocus, build and drive what are proven winning organizations on the field, court and ice. The goal is to develop sustained peak-performing organizations on the business side.

His path started as you would expect any sport/business-minded scholarly type would, playing football for Oxford City in the early 1970s. He followed that up by moving to the US, where he landed a Ph.D. in organizational behavior and administration at the University of Kansas, before moving to the newly formed sports business department of the University of Massachusetts. Not long after co-writing the book, the Pittsburgh Pirates hired him in 1986 as its SVP – Business Operations. His path to The Aspire Group included stints with the Colorado Rockies (SVP- Business, 1991-1993); the Denver Grizzlies (President/General Manager, 1993-1995); the University of Denver (Vice Chancellor of Athletics, 1995-1999;  the National Basketball Association (SVP Marketing and Team Business Operations, 2000-2004; and the Atlanta Hawks, Atlanta Thrashers and Philips Arena (President/CEO, 2004-2008).

"Our secret sauce was to have a cohesive senior management team that sat, listened and talked through everything, and then rapidly made decisions so we could be ahead of the game and respond to trends. That is the secret weapon."

As Walt Disney once said, “You don’t build it for yourself. You know what the people want and you build it for them.” In the midst of Disney’s words rests the heart of what Mullin has helped scores of people and organizations accomplish. By finding, sitting and listening, absorbing and acting, Mullin has been able to take the people, projects and places he has worked with to new levels, always finding the secret to success within the chaos.

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"What Is The Highest and Best Use Of Your Time and Skill Set... How To Build a Sustainablde Business"

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Spoken like the professor that he is, Mullin’s advice is as simple as it is brilliant. And in true professor style, it comes with a story. He recalls the conversation he had with a board member on a professional sports franchise he was working with. Bending Mullin’s ear to no end, the board member relentlessly tried to push his point across, true in his heart of hearts that the direction he sought was the way forward. Mullin, calmly and collectively, told him that his opinion, while valuable in context, was just one of many. “You listen to everybody, but you don’t try to let one person or yourself be a savior. You use the structure that's in place. In this case, selling me wasn’t what was going to make anything happen. I was there to listen to the opinions of the collective.”

“You listen to everybody, but you don’t try to let one person or yourself be a savior. You use the structure that's in place. In this case, selling me wasn’t what was going to make anything happen. I was there to listen to the opinions of the collective.”

Here is more of our conversation with Bernie Mullin in Q&A: 

Video Content Section

Here are a series of videos where Bernie takes a deep dive into his experiences and you get his first-hand feedback on real-life situations.

Video 1:

Psyche Yourself Up For

Selling Your Business

 
Video 2: 

Secret Sauce For

Your Leadership Team 

 
Video 3:

Why I Wrote The Book...

"Sport Marketing"

The First Sports Marketing Textbook

 

 
 Video 4:

What Is The Highest And Best Use

Of Your Time and Skill Set...

How To Build A Sustainable Business

 
Video 5:

Sell Yourself By

Building Rapport First...

Then Sell Your Solution

 
Video 6:

Give People The Space To Make Mistakes...

Give Them The Chance to Learn By Putting Their Hands On

The Pizza Dough

 
Video 7:

Surrounding Yourself With People Who Have Skills You Don't

 

 
Video 8:

How To Build A Culture For

Quicker Decision-Making

 

 
Video 9:

Creating a Major League

Brand and Experience On

Minor League Budget 

Led To Success

 
Video 10:

Windshield View

What Gets Me Excited

 

Reach Out To Bernie Mullin