Mike Grahl (Minnesota's Timberwolves and Lynx) | Turning Fans into a Movement
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Podcast Summary
In this dynamic episode of The CMO Podcast, host Jim Stengel sits down with Mike Grahl, Chief Marketing Officer of the Minnesota Timberwolves and Minnesota Lynx, to explore the unique world of sports marketing. (02:31) Mike shares how he's transformed two franchises through innovative campaigns, player relationships, and community engagement over his seven-year tenure. The conversation reveals insights from Mike's 20-year journey with the Milwaukee Bucks, where he rose from intern to Chief Digital Officer, and his transition to leading marketing for both NBA and WNBA teams simultaneously. (23:58) Key themes include building authentic connections with athletes, creating memorable fan experiences, and leveraging creativity as a competitive advantage in the entertainment industry.
- Main Theme: The evolution of sports marketing from traditional ticket sales to comprehensive brand building that encompasses community engagement, digital innovation, and authentic storytelling that connects fans emotionally to teams and players.
Speakers
Jim Stengel
Jim Stengel is the host of The CMO Podcast and a renowned marketing expert who has helped hundreds of major brands discover and activate their purpose. He brings extensive experience in brand strategy and marketing leadership to his conversations with top CMOs.
Mike Grahl
Mike Grahl serves as Chief Marketing Officer for both the Minnesota Timberwolves and Minnesota Lynx, overseeing brand strategy, creative, digital innovation, retail, and fan engagement since 2018. Before joining Minnesota, he spent over 20 years with the Milwaukee Bucks, rising from account representative to Chief Digital Officer and helping drive the franchise's digital transformation. Under his leadership in Minnesota, both teams have achieved record ticket sales, award-winning campaigns, and franchise-record retail growth.
Key Takeaways
Transform Teams into Creative Problem Solvers
Mike revolutionized his marketing approach by shifting from directive-based creative briefs to objective-driven problem solving. (41:11) Instead of simply asking his team to execute predetermined creative concepts, he presents them with business challenges and empowers them to develop innovative solutions. This approach has led to breakthrough campaigns like the Prince City Edition celebration and the "Bring the Nice" campaign that redefined Minnesota's basketball identity. The key is fostering an environment where creativity can emerge from anywhere in the organization, whether from designers, developers, or even accountants who contribute campaign ideas.
Build Authentic Relationships with Your Product (Athletes)
Unlike traditional product marketing, sports marketing requires deep, personal relationships with the athletes who are essentially the living embodiment of the brand. (05:16) Mike's team embeds with players during practice, team trips, and community events to capture authentic moments that create genuine connections with fans. This relationship-first approach allows them to showcase player personalities beyond their athletic performance, creating emotional bonds that sustain fan loyalty regardless of wins and losses. The result is content that feels personal and unpolished compared to traditional media interviews.
Embrace the Power of Community Storytelling
Mike leverages Minnesota's unique culture and history to create campaigns that resonate far beyond basketball. (38:28) The Prince City Edition campaign transformed Target Center into a celebration of Minnesota's most iconic artist, demonstrating how sports marketing can honor local culture while driving business results. By understanding and celebrating what makes a community special, sports marketers can create campaigns that generate pride and belonging, turning casual fans into devoted community members who see the team as part of their identity.
Master the Art of Real-Time Marketing
Sports marketing requires exceptional agility because the product (game outcomes) cannot be controlled. (28:04) Mike's team must be prepared to pivot messaging and campaigns based on real-time developments, player performances, and unexpected moments. This demands building marketing infrastructure that can respond quickly while maintaining strategic consistency. The ability to create compelling narratives around both victories and defeats, while keeping fans emotionally invested regardless of outcomes, separates exceptional sports marketers from the rest.
Create Insulation Through Emotional Connection
The most powerful insight Mike shares is building "insulation" against variables you cannot control through deep emotional connections. (05:44) By fostering personal relationships between fans and players through authentic storytelling and behind-the-scenes content, teams can maintain fan loyalty even during losing streaks or disappointing seasons. This emotional investment transcends game outcomes, creating sustainable business value that doesn't fluctuate with team performance, making it one of the most crucial strategies for long-term success in sports marketing.
Statistics & Facts
- Mike spent over 20 years with the Milwaukee Bucks, rising from an intern and non-guaranteed commission sales position to Chief Digital Officer. (15:58) This progression demonstrates the career growth possible within sports organizations for dedicated professionals.
- Under Mike's leadership since 2018, both the Timberwolves and Lynx have achieved record ticket sales, award-winning campaigns, and retail growth that set franchise records. (02:04) These metrics showcase the tangible business impact of effective sports marketing strategy.
- The NBA has 30 franchises with a centralized team marketing community that regularly meets virtually and physically to share best practices. (34:01) This collaborative approach is unique compared to other industries where competition typically prevents such open knowledge sharing.
