Crafting Championship-Level Content in Pro Sports

While sports brands are ubiquitous on all social media platforms and snark is popular with many well-known company feeds, that wasn’t always the case. During their 2012 surprise Stanley Cup championship run, the Los Angeles Kings made waves with their Twitter account. They pushed the envelope and established a unique voice that drew humongous engagement from their fan base and opposing fans. Over a decade later, the Vegas Golden Knights refined that approach during their 2023 Stanley Cup journey.

While social media content is a significant and visible part of sports communications jobs today, these roles contain numerous other responsibilities, such as coordinating availability for players and coaches, pitching stories to media members, and breaking news to reporters. On today’s episode of the WorkInSports Podcast, VP of Content and Engaged Learning Brian Clapp dives into what a modern sports communications job entails with Nate Ewell, Vegas Golden Knights’ VP of Communications and Content. The two discuss:

• How the demands of sports communications jobs have changed between his time as the Washington Capitals’ VP of Communications and his current role in Vegas
• What his stint as College Hockey Inc.’s Deputy Executive Director taught him about cultivating a niche fan base
• The strategies he employed to further an already popular brand in Vegas when he arrived in 2021
• How he makes hiring decisions when looking at resumes

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Catch Nate Ewell’s perspective by listening to the full episode, and subscribe to the WorkInSports Podcast for more sports career advice. You can view additional content on our YouTube channel.