THE CREDENTIALS SHOW

DESCRIPTION:

Discover how Jordan Pettway transformed from a college basketball player into a social media specialist managing multi-million follower accounts for NBA star Patrick Beverley and Million Dollars Worth of Game. In this inspiring conversation, Jordan shares his journey from founding Shake Squad Media as a sophomore to landing dream roles at Barstool Sports, revealing the strategic moves, relationship-building, and relentless work ethic that set him apart from the competition.

GUEST INFORMATION:

• Name: Jordan Pettway
• Credentials: Social Media Specialist at Barstool Sports, Founder of Shake Squad Media
• Background: College basketball player turned media entrepreneur who started his company sophomore year and has worked with Overtime, Slam Magazine, and Nike

EPISODE HIGHLIGHTS:

[00:00:00] - Introduction to Jordan's Current Role

• Managing social media for Pat Bev Pod and Million Dollars Worth of Game

[02:29] - The 10 Million View Nike Video

• Breaking down the viral Nike vs Nike concept video

[04:34] - The Interview Process Reality

• Detailed breakdown of landing jobs with major brands

[08:53] - Starting Shaky Squad Media

• The entrepreneurial spark during sophomore year of college

[11:49] - The Importance of Relationships

• How a high school connection led to his Slam Magazine opportunity

[16:54] - Marketing Strategies for Viral Content

• Techniques for creating engaging social media content

[26:20] - Challenges in High-Profile Marketing

• Balancing creative content with revenue requirements

[33:41] - Behind the Scenes: Video Editing Process

• Demonstration of professional video editing workflow

KEY TAKEAWAYS:

1. Relationships are everything - warm connections can open doors that cold applications cannot
2. Consistency beats perfection - posting 3-5 times daily across platforms drives growth
3. Platform-specific content performs better than one-size-fits-all approaches
4. Organization is crucial for professional video editing and content creation
5. LinkedIn is the most important platform for professional networking and opportunities
6. Hard work early in your career pays dividends later - internships and grunt work build essential experience
7. Maintaining your own business while employed provides security and creative freedom

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DESCRIPTION:

Join us for an inspiring conversation with Andrew Petcash, LinkedIn's top voice in sports and creator of ProFluence, one of the world's leading sports business newsletters. From selling his first company as a college basketball player to building a network of podcast guests who've raised over $8 billion, Andrew shares his unconventional path to becoming a thought leader, angel investor, and media entrepreneur. Discover his marketing strategies, investment philosophy, and insights on the future of sports media.

GUEST INFORMATION:

• Name: Andrew Petcash
• Credentials: Creator of ProFluence, LinkedIn Top Voice in Sports, Angel Investor
• Background: Former Boston University basketball team captain (2017-2021), founded and sold College Athlete Insight while in college, now runs media/agency/fund verticals

EPISODE HIGHLIGHTS:

[00:02:21] - College Mindset Shift: From NBA Dreams to Business Reality

• Transition from thinking he could play NBA to focusing on networking and business

[00:04:01] - Guerrilla Marketing with College Athlete Insight

• How he leveraged coach interviews and their social followings for organic reach

[00:08:41] - Leadership Development Through Discomfort

• Value of joining organizations like SAAC and Bloom Leadership Academy

[00:15:33] - Angel Investor vs. Advisor Distinction

• Explanation of equity-based advising versus capital investment

[00:24:33] - The Riches Are in the Niches Philosophy

• Why specialized content often outperforms broad content

[00:30:23] - Team Building: Long-term Vision Over Quick Money

• How he identifies people genuinely interested in building versus those seeking immediate compensation

[00:38:00] - The Creator Brand Revolution

• Shift from traditional advertising to people trusting people over brands

[00:41:55] - Future of Sports Media: Fragmentation and Consolidation

• Prediction of more niche sports content and streaming consolidation

KEY TAKEAWAYS:

1. Podcasting is a powerful networking hack that can connect you with high-level entrepreneurs and investors
2. The riches are in the niches - specialized content often has more value than broad content
3. Social media should be used as a networking and learning tool, not just entertainment
4. Building genuine relationships focused on long-term value beats transactional approaches
5. Marketing is shifting from brand-focused to people-focused as consumers trust individuals over corporations
6. Initiative and self-direction are the most valuable traits in team members
7. Reading and continuous learning are essential for business success and personal growth

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Join us for an inspiring conversation with Jason, who oversaw over $13 million in contracts annually at Florida State University. From working 60+ hours a week for free at Georgia Tech to creating groundbreaking events like the Friday Night Block Party and Doak After Dark, Jason shares the gritty reality and incredible rewards of building a career in college athletics marketing. This episode reveals the strategies, sacrifices, and mindset shifts that transformed a struggling graduate into one of college sports' most innovative entertainment executives

[00:00:00] - The Struggle Begins

• Jason's early career anxiety making $12,000/year in Atlanta while pursuing his master's degree
• Key quote: "I got a college degree. I just started my master's program. I think I was making $12,000 a year living in Atlanta, trying to pay rent, go to get my master's. It wasn't working."

[01:04:00] - Introduction and Achievements

• Overview of Jason's impressive track record, including $450K merchandise sales record and $30M scoreboard projects

[05:42:00] - The Sports Agent Reality Check

• How a practicum with a sports agent completely changed his career trajectory

[10:41:00] - The Power of Outworking Everyone

• Why Jason chose to work 60+ hours per week for free and the mentality that drove him

[13:38:00] - Essential Career Advice for Students

• Practical tips including getting involved early, learning Adobe Creative Suite, and building extended experience

[16:49:00] - Rapid Career Progression at FSU

• How Jason went from marketing assistant to director within months through competitive mindset

[26:39:00] - Creating the Friday Night Block Party

• The origin story of FSU's signature entertainment event was born from necessity

[33:43:00] - The Greatest Night of His Career

• How the throwback 90s spring game concert drew 60,000 fans and made national headlines

[38:42:00] - The Art of Selling Your Vision

• How listening skills and earning trust enable successful leadership and innovation

KEY TAKEAWAYS:

1. Success in sports requires outworking the competition and making sacrifices early in your career
2. Building relationships and earning trust through actions (not just words) opens doors to opportunities
3. Innovation comes from taking calculated risks and putting fan experience first
4. Technical skills like Adobe Creative Suite are now essential, not optional, for sports marketing roles
5. Extended experience at one organization carries more weight than multiple short-term internships
6. Great leaders share credit for success and help others advance their careers

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Join us for an in-depth conversation with Kendall Johnson, Client Service Coordinator at Altius Sports Partners, as he shares his journey from college football player to NIL industry expert. Johnson breaks down the evolving landscape of Name, Image, and Likeness deals, reveals insider strategies for student-athletes to maximize opportunities, and offers practical advice for breaking into the competitive sports business world.

GUEST INFORMATION:

• Name: Kendall Johnson
• Title/Credentials: Client Service Coordinator at Altius Sports Partners
• Background: Former student-athlete at University of Nevada and University of Louisiana Lafayette, former Nike employee, NIL industry specialist

EPISODE HIGHLIGHTS:

• Company works with Division I programs on retainer basis, taking no cut from athlete deals [0:00]

• Key quote: "We don't take a cut in any of the athlete deals at all. We're completely paid by the school on a retainer basis" [0:00]

• Founded in October 2020 by Casey, former NFLPA attorney, launched with LSU and Texas [1:17]

• Advisory team includes Oliver Luck (former West Virginia AD), Randy Anderson (NFL Chiefs CRO), Jessica Mendoza (ESPN) [2:45]

• Got into sports industry through persistent LinkedIn outreach and cold messaging [4:57]

• Philosophy learned from coach Billy Napier: "either you win or you learn" [5:44]

• Provides education, strategic advising, and compliance guidance to institutions [8:38]

• Working with University of Miami amid John Ruiz controversy [12:05]

• New facilitation program launched with LSU, Oklahoma State, Northwestern, South Carolina, Virginia, Cincinnati [14:52]

• Institutional facilitation now allowed in Louisiana, Mississippi, Alabama, Georgia, South Carolina [16:56]

• F-1 visa status prevents international students from NIL participation in US [21:18]

• Traditional endorsements, in-kind deals, appearances/camps, unique deals like NFTs and equity [25:34] 

• Camps and clinics particularly lucrative - volleyball athlete making $1,000 per weekend [30:23]

• Agent requirements vary by state - some allow parents, others require certification [34:00]

• Follower count helps but isn't everything - "everyone can eat in this space" [36:01]

• Biggest myth: thinking it's impossible to break into sports from smaller schools [43:36] 

• Importance of saying no to deals that don't align with values [44:50]

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Bob Lynch, CEO and founder of Sponsors United, shares his incredible journey from a 2.0 GPA student cutting grass at cemeteries to raising $40 million for his sports sponsorship data platform. Discover how he identified a massive inefficiency in the sports marketing industry and built a solution that now serves over 1,000 customers by democratizing access to sponsorship data and creating innovative crowdsourcing strategies.

GUEST INFORMATION:

• Name: Bob Lynch
• Title/Credentials: CEO and Founder of Sponsors United
• Background: Former Senior VP of Global Partnerships at BSE (Brooklyn Nets, New York Islanders), VP of Corporate Partnerships at Miami Dolphins, played Division I football at Temple and Delaware

RESOURCES MENTIONED:

• Book: "Zero to One" by Peter Thiel - Framework for creating monopolies and solving hard problems
• CAPTCHA system by Louis von Ahn - Inspiration for crowdsourcing model
• ChatGPT - Recommended AI tool for $20/month investment
• Sir Alex Ferguson - Manchester United coach referenced for resilience philosophy
• Steve Jobs' calligraphy class - Example of diverse learning leading to innovation

[00:01:27] - The Sponsorship Industry Problem

• Lynch identified the sports sponsorship industry as the "wild west" of advertising with no standardized information or pricing

[00:05:23] - Solving Two Critical Pain Points

• Professional sports teams were spending 20% of salesperson time on manual research

[00:10:33] - The Crowdsourcing Innovation

• Created Sponsor University program to get stadium data without paying millions for collection

[00:18:54] - The Power of Continuous Learning

• Lynch transformed from a 2.0 GPA student through voracious reading and curiosity

[00:32:56] - The Psychology of Resilience

• Key quote: "You almost have to not care about failure. It's like whatever. It's like, okay, I failed. Let me learn what I do wrong"

[00:43:39] - Fundraising Strategy and Structure

• Raised $40 million total through gradual buildup and deep domain expertise

[00:52:33] - Building Remote-First Culture

• Sponsors United operates as fully distributed company across 125+ cities

KEY TAKEAWAYS:

1. Identify inefficiencies in established industries where information access is limited or fragmented
2. Solve hard problems that others think are unsolvable to reduce competition and create monopolistic advantages
3. Continuous learning and reading diverse topics can provide unexpected solutions and competitive edges
4. Resilience and comfort with failure are more important than natural talent or perfect grades
5. Deep domain expertise is essential before seeking investment - know your industry better than anyone
6. Creative constraints can lead to innovative solutions that become core competitive advantages
7. Structure your business properly from the start to avoid costly restructuring during growth phases

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FEATURED MOMENTS:

• [00:06:49] - "Execution over anything" - Key philosophy on turning ideas into reality
• [00:12:57] - Singapore email story - Creative networking approach that landed NFLPA job
• [00:27:31] - Perfect sales record claim - Confidence from high-level sales training
• [00:34:34] - Corporate politics reality check - Honest assessment of perception vs. performance

RECOMMENDED SEGMENTS FOR TIME-LIMITED VIEWERS:

1. [00:03:48] - Secret Sauce and Career Strategy - Core philosophy on staying ahead in marketing
2. [00:12:57] - Creative Networking Stories - Practical examples of relationship building
3. [00:24:52] - Career Detours and Skill Building - How diverse experiences create marketing expertise
4. [00:34:34] - Corporate Politics Reality - Essential insights for professional advancement

INTERVIEW OVERVIEW

[00:00:00] - Introduction and Current Role Overview

• Raquel introduces her role as global head of athlete partnerships at Snap, discussing stadium naming rights deals and Snapchat's creator monetization through ad placement in stories

[00:00:47] - Professional Background and Introduction

• Host introduces Raquel's extensive marketing background including roles at Snap, Uninterrupted, Nike, Baltimore Ravens, and her own company
• Discussion of current marketing trends focusing on AI, VR, and AR technologies

[00:03:48] - Secret Sauce and Career Strategy

• Raquel explains her "secret sauce" as knowledge acquisition and staying ahead of industry curves
• Details her method of monitoring LinkedIn for job opportunities and industry intelligence
• Notable moment: [00:06:49] - "Execution over anything. A lot of people have great ideas, but don't know how to get them over the finish line"

[00:10:28] - Relationship Building and Professional Networking

• Strategies for building professional relationships as an introvert
• Creative approaches to making connections, including the Singapore email story for NFLPA job

[00:14:22] - Day-in-the-Life: Juventus Partnership Case Study

• Detailed breakdown of Juventus soccer team partnership with Snapchat
• Explanation of AR jersey technology and content creation process

[00:16:15] - Augmented Reality vs Virtual Reality Explained

• Technical explanation of AR vs VR technologies and Snapchat's philosophy

[00:17:48] - Snapchat's Discover Feed and Creator Economy

• Explanation of media partnerships and creator monetization on Snapchat
• Details about ad placement in creator stories and revenue sharing

[00:22:15] - Most Coveted Marketing Skills

• Discussion of diverse skill sets over specialization in marketing roles
• Emphasis on being a "jack of all trades" rather than master of one

[00:24:52] - Career Detours and Skill Building

• How non-sports roles (Capitol Hill, sales) enhanced marketing capabilities
• Lessons from selling stadium naming rights deals

[00:29:37] - Creative Marketing Execution Examples

• Detailed examples of out-of-the-box marketing for stadium naming rights
• Custom suitcases, virtual projections, and immersive experiences

[00:30:59] - Entrepreneurial Journey: Alpha Zoom Creative

• Origin story of starting a marketing company through helping athlete friends
• Transition from free work to paid opportunities

[00:34:34] - Corporate Politics and Perception Management

• Candid discussion about the importance of perception in corporate environments
• Struggle with self-promotion and visibility in professional settings
• Notable moment: [00:34:34] - "I hate corporate politics... but perception is reality"

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Charles opens with raw truth — how the education system raises dreamers, not decision-makers, and why “What Did I Just Sign?” became the financial wake-up call every young athlete needs.

Forget contracts and sponsors — this is about identity. Charles breaks down how athletes can build magnetic brands by mastering self-awareness and getting comfortable in front of the camera.

Why athletes don’t have time to “just be kids.” The brutal truth about growing up in the NIL era — and how adding ten years to your mindset could save your career (and your future).

A shocking breakdown of the Fernando Tatís Jr. contract deal — and how one bad signature can cost an athlete millions. The real difference between empowerment and exploitation.

One of the most powerful moments in the episode. Charles dismantles victimhood, explains how visuals drive comprehension, and shows how financial clarity can change your entire trajectory.

The crossroad between regret and discipline. A brutally honest take on free will, growth, and why both success and failure demand the same amount of work — just different consequences.

Behind the book cover — the symbolism of chains, contracts, and illusions of success. Why so many athletes sign their own bondage disguised as opportunity.

The real story that sparked “What Did I Just Sign?” — how one internship, one clause, and one smart decision to walk away became the blueprint for self-ownership.

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Adam White didn’t just stumble into sports media — he hacked it together with equal parts hustle, naivety, and bartending tips.

At 19, while juggling classes at the University of Miami and serving drinks at night, he started interviewing anyone in sports who’d pick up the phone. No investors, no business plan, not even a clue about Delaware C-Corps — just raw curiosity and a “let me tell your story” cheat code. That cheat code snowballed into Front Office Sports (FOS), which today is a multi-million-dollar sports media brand with 37 employees, Adweek accolades, and a valuation that makes his early barback paychecks look like pocket lint.

🔑 Big Takeaways (the podcast producer’s cut)

The Overnight Decade

FOS looks like an “overnight success,” but Adam is eight years deep, still grinding like it’s year one. He admits: “Every overnight success is really ten years in the making.” Translation: don’t be fooled by the headlines — he sacrificed vacations, weekends, and probably his liver during those bar shifts to get here

Mistakes Were Made

• Gave away free equity like Halloween candy.
• Formed as an LLC, then learned the hard way about taxes haunting you years later.
• Built his first pitch deck on Google Slides… and still cringes at it.
• His advice now? Lawyer up, accountant up, incorporate in Delaware, and don’t give your cousin free shares because he “knows a guy.”

The $5 Million “Strategic” Deal

In Adam’s words: “Investors care about one thing: return of capital. If you can return it, you’ll always have investors in your next venture.”

Attention to Detail or Die

Misspelling a brand’s name in a pitch deck? That’s game over. Adam is maniacal about the little things because in media, the little things are the big things. Celebrities now share FOS content not because it’s flashy, but because it’s sharp, consistent, and relentlessly on brand.

Leverage & Long Games

At 23, he knew he had no leverage. So he took on partners with deep pockets, connections, and even a pickleball team with LeBron James. The trade-off? He doesn’t own 60% anymore. The upside? He’s set up for the long game — and his 35-year-old self will thank him

Brand Over Everything

Whether you’re Nike, Applebee’s, or ESPN’s one-eyed dog with a sales badge, brand wins. Adam’s mantra: “Strong brand, strong business. Weak brand, you’re toast.”

Funny Truths & Raw Advice

• Biggest cheat code? “Everyone wants to help college kids.”
• On relationships: under-promise, over-deliver (and date someone patient enough to understand why you’ve never taken a vacation in 8 years).

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Jelani Jenkins is a former professional football player and the CEO of Postseason, an ed tech platform that provides educational content and support for elite athletes transitioning out of sports.

Jelani was a 5-star #10 overall recruit coming out of the 2009 high school class before choosing the University of Florida. The Miami Dolphins drafted Jelani in the 4th round of the 2013 draft and he played 5 seasons in the NFL.

Summary: Jelani Jenkins discusses the inspiration behind creating Postseason, an ed tech platform that supports elite athletes in their transition out of sports. He shares his own challenges in transitioning out of football and how he realized the need for a support system for athletes going through similar experiences. Jenkins emphasizes the importance of community, collaboration, and competition in helping athletes have a seamless transition into the real world. He also talks about the importance of authenticity and using social media to express one's passions. Jenkins reflects on moments of self-doubt and the importance of seeking mentorship and advice.

Timestamp Summary:

[0:04:40]Description of Postseason's services

[0:10:51]Building the Postseason team

[0:20:10]Importance of lifelong learning and being coachable

[0:22:33]Commonalities between being a great athlete and a great business person

[0:39:46]Importance of branding and social media for athletes

[0:47:36]Authenticity and challenges faced by Athletes

[0:51:28]Passion for serving athletes and finding solutions

[0:52:14] Q&A

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Summary:

Camron Brown currently serves as Co-Owner & Director of Strategic Growth at Grind Oral Care. At 19 years old Camron won $25,000 at a University of Kentucky business competition which sparked his entrepreneurial journey.

Timestamp

[0:00:00] Introduction and background on starting a business

[0:10:46] Importance of joining organizations and clubs in college[

0:18:11] Involvement with Grind Oral Care and role as Director of Strategic Growth

[0:25:32] Importance of having a unique selling point in a crowded market

[0:34:37] Managing multiple responsibilities and the importance of self-education

[0:39:59] Dealing with self-doubt and finding ways to overcome it

Key Takeaways:

• The biggest risk is getting started and taking the leap into entrepreneurship.
• Joining organizations and clubs in college can help you connect with like-minded individuals and open doors for opportunities.
• Having a strong team and a unique selling proposition are crucial for success in business.
• Constant learning and self-improvement are essential for personal and professional growth.

Quotes:

• "The biggest risk is always just getting started, in my opinion."
• "It's really good to be able to connect with people that know what you don't know."
• "You have to kind of make a decision for yourself at some point about what you want in life."
• "You have to look at yourself and say, all right, what do I care about? And whatever you care about, kind of taking that serious."

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