Author: The Editorial Board
Topic: Wisconsin Sports Business Conference
Madison, WI – The first-ever Wisconsin Sports Business Conference took place on March 6th, 2025, and was an instant success.
The day kicked off with a video message from Dan Katz, a UW Alum and Barstool Sports personality known as “Big Cat.” In his message, Katz welcomed attendees and emphasized the significance of the moment – bringing together students, industry professionals, and UW’s growing alumni network in sports business.
Chris LaPlaca, the former head of communications for ESPN, followed with the morning keynote. He spoke about the importance of building an authentic personal brand and cultivating meaningful relationships in the professional world. LaPlaca emphasized that authenticity is a powerful differentiator as people naturally gravitate toward those who are genuine, consistent, and grounded in their values.
Following the keynote was the first panel of the day, “You’re Not Ready for a Career in Sport. Here’s How You Can Get There.” Panelists emphasized the importance of developing professional skills in fields across business that can then be applied to the sports industry. They noted that passion for sports is expected, but it’s the ability to bring transferable skills that truly sets candidates apart.
Panelists: Karen Murphy (COO & EVP Stadium Development, Chicago Bears), Jordan Solomon (Partner, Arctos Partners). Moderator: Devin Mehta (Co-President, WSBC).
Later in the day, the focus shifted toward a growing and exciting area in sports with the panel, “From Caitlin Clark to Rose Lavelle: Building a Billion-Dollar Women’s Sports Industry.” This session highlighted the rapid rise of women’s sports and the strategic efforts underway to continue that momentum. The panelists shared how increased youth participation, media coverage, and investment are all playing a role in shaping the future of women’s athletics, noting the visible impact already seen in high school and collegiate sports, contributing to a rapidly expanding women’s sports ecosystem.
Panelists: Olivia Hancock (Co-Founder, ByUs Media), Sascha Malas (Director of Content Operations & Head of Overtime Select, Overtime), Lola Schumacher (Student Athlete, Wisconsin Volleyball), Kelly Sheffield (Head Coach, Wisconsin Volleyball). Moderator: Rachel Cohen (Sports Broadcaster, Wisconsin Athletics).
Following a lunch break, we saw the panel, “Driven to Dominate: The Blueprint of North American Sports Leagues.” This panel highlighted the excellence that executives at the MLB, NBA, and NFA all strive for and achieve. Mark Plutzer, SVP of Ticketing for the MLB, explained how the MLB, NBA, and NFL all mimic best practices of each other and how there is always something to learn from each other. Troy Vincent, EVP of Football Operations at the NFL, said it best by calling himself a “lifetime learner” and encouraged everyone in the audience to adopt that same mindset in the paths they choose. The panelists displayed an open attitude and were happy to talk about any and all topics, allowing attendees to find something that resonated with them.
Panelists: Chris Petersen (SVP, Team Marketing & Business Ops, NBA), Mark Plutzer (SVP of ticketing, MLB), Troy Vincent (EVP of Football Ops, NFL). Moderator: Estevan Molina (PhD Student, UW-Madison).
We were finding that this theme of “finding something that resonated with attendees” was common among the audience. We were able to sit down with attendee Michael Osterberg, a senior at UW-Madison studying Personal Finance, and gather his thoughts on the experience. He remarked that “the panels are well constructed with diverse backgrounds and perspectives.” Osterberg went on to explain how the panels result in very productive and thoughtful discourse on the topics at hand. When asked about a key takeaway he has from the panels thus far, Michael answered saying, “the importance of a substantial financial education as early and often as possible.” This was an important message and most certainly is applicable to those attending.
The next session, “Sports as an Asset Class: The Rise of Private Equity and Sports Investments,” offered a deep dive into the financial side of sports. Panelists discussed how sports franchises are now viewed as long-term, high-value assets – attracting major private equity interest. As Aaron Ryan, former NBA executive and current CEO of Belden Avenue Advisors, put it, “Having worked inside leagues and with different start-ups, I’ve seen firsthand how sports has transformed into a diversified asset class. It’s no longer just ticket sales and sponsorship – it’s media rights, private equity, data, and global growth strategy.”
Panelists: Kristin Bernert (Co-Founder & MD, SWISH Partners), Josh Glessing (CSD, Haslam Sports Group & President of Business Ops, Columbus Crew), Aaron Ryan (Founder, Belden Avenue Advisors), Matt Siegel (Partner of Athlete Relations, Patricof Co.). Moderator: Todd Richman (MD, Morgan Stanley).
The final panel, “Wait, What Just Happened? Realignment, NIL, and the Future of College Athletics,” addressed one of the most complex topics in modern college sports. Speakers examined how Name, Image, and Likeness (NIL) has evolved – shifting from individual brand deals to school-run collectives that now play a major role in recruitment. With the pace of change and growing concerns around fairness and sustainability, they suggested more federal or NCAA-level regulation of NIL could be on the horizon.
Panelists: Sarah Franklin (Professional Volleyball Player, LOVB Madison), Lloyd Frischer (Co-Head of Basketball & Head of Basketball Client Marketing, CAA Sports), Atty. Megan Jerabek (Shareholder Attorney, von Briesen & Roper), Brian Mason (Head of NIL Strategy, Wisconsin Athletics). Moderator: Matt Spalter (COO, East Goes Global).
Beyond the panels and speakers, the success of WSBC was also reflected in the strength of its planning and community support. Brian Mason, Director of NIL strategy for the Wisconsin Badgers, praised the conference for its thoughtful execution and student-driven focus. “It was very well planned and really stood out because it was centered around the students,” Mason said. When asked about the most memorable moment of the day, he pointed to the strong alumni turnout as a highlight. “It was great to see so many alumni show up; it really showcased the strength of UW–Madison and its connections in the sports world,” he shared. Looking ahead, there’s clear enthusiasm for what’s next. The hope is that WSBC can continue to grow, potentially attracting more industry leaders, expanding partnerships, and becoming a signature event not just on campus, but across the sports business landscape. As interest and momentum build, the conference is poised to become a lasting platform for students to connect, lead, and leave a mark on the industry.
The evening concluded with the hard-hitting keynote speaker, Adrian Wojnarowski, General Manager for St Bonaventure Basketball. Having been an NBA insider for over a decade, he knew his way around the industry, while also picking up life lessons along the way. He was generous enough to share these lessons with the audience, with his most impactful message being about hard work and the pursuit of success. He says, “Chase greatness in your craft, the rest will follow.”
Being an NBA insider for so long, he learned just about everything there is to know about relationship building. His key piece of advice is to just reach out. He continues saying, “Call people when you don’t need something from them and help them even when they can’t help you.” As students in business, there is so much focus on networking and making connections that sometimes it gets lost that making connections with other human beings is a delicate task and must be handled as such. This keynote speech certainly opened the eyes of many in the audience, including our club attendees.
The Inaugural Wisconsin Sports Business Conference has come and gone, and it was undeniably an unforgettable event. From the moment you walk into the room till the end of the last speaker, you see excellence in all forms throughout the event. From the guest speakers to the lanyards to the decor, this event was meticulously planned and thus resulted in a massive success.
Congratulations to the co-founders, Jaxon Zemachson and Devin Mehta, for creating a very enjoyable and informational event, and hats off to the entire planning crew at WSBC for such a successful event and an unforgettable experience.