Back in the day, a professional athlete played, maybe made some money and then hung it up. When they retired, there was sometimes a chance to work for a local company to leverage whatever fame they had accrued. But a few players have realized there was much more to be done both before and after that final whistle blew. They also recognized it would be a good idea to get some help. That’s where Constance Schwartz-Morini comes in.

On the latest episode of The Deal with Alex Rodriguez and Jason Kelly, we speak with this National Football League executive-turned-manager who’s worked with everyone from Snoop Dogg to Erin Andrews. 

Schwartz-Morini explains how she’s created one of the most successful playbooks for second acts—two high-profile examples of which are former football stars Deion Sanders and Michael Strahan. She says that Strahan embodies what she’s trying to do with athletes and entertainers: help them transcend sports into the broader culture.


One of her most prominent current projects is happening not in New York (her hometown) or Los Angeles (her current home), but in the Rockies. Schwartz-Morini is a primary architect of the post-NFL phenomenon that is Sanders, aka Coach Prime. A man who pushed himself into the zeitgeist as “Prime Time” back when he played for both the Atlanta Braves and Atlanta Falcons, Schwartz-Morini managed to guide Sanders toward coaching, first at Jackson State and then now at the University of Colorado Boulder.

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The Mastermind Behind the Success of ‘Coach Prime,’ Snoop Dogg and Michael Strahan

When sports, business and culture collide, there’s often a deal to be made. Join Alex Rodriguez and Bloomberg correspondent Jason Kelly as they get the inside track from corporate titans, sports champions and game-changing entrepreneurs on investing, strategy, reinvention and the ones that got away. The Deal is a Bloomberg Podcasts and Bloomberg Originals series that’s passionate, relaxed, insightful and inspirational. If you think you know these icons, prepare to be surprised.
Hosts:
Alex Rodriguez is chairman and chief executive of A-Rod Corp, an investment firm that backs startups and partners with global companies across real estate, sports and entertainment. While best known as a fourteen-time All-Star and World Series champion with the New York Yankees, Rodriguez is now an owner of the Minnesota Timberwolves and Minnesota Lynx sports teams and an on-air analyst for Major League Baseball.
Jason Kelly is the chief correspondent of Bloomberg Originals. During his two decades at Bloomberg, Kelly has served as executive editor of Bloomberg Television, hosted Bloomberg Businessweek on television and radio, and also hosted Power Players and Next in Sports series. He’s also the author of two books, The New Tycoons, about the global private equity industry, and Sweat Equity, an inside look at the business of fitness.

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With all the money pouring into sports these days, big-time investor Marc Lore says he has an additional metric for success: happiness. On the latest episode of The Deal with Alex Rodriguez and Jason Kelly, Lore lays out his thinking on some of his deals, including a few with Rodriguez. 
Lore and Rodriguez initially tried to buy the New York Mets, a race they ultimately lost to billionaire hedge fund manager Steven Cohen. Then came the Minnesota Timberwolves and Lynx, and the pair jumped. There’s currently a lot of happiness in Minnesota about the Timberwolves’ performance, given their initial success in the NBA playoffs.
The 52-year-old Lore made his fortune as an entrepreneur through a series of startups, including Diapers.com and Jet.com, which he and his partners sold to Amazon and Walmart, respectively. Those experiences pushed him toward a near-obsession with company culture and mission. He’s created a framework he dubs VCP—which stands for “vision, capital and people.”
The capital in Lore’s equation has come quickly and seemingly easily. Diapers was sold to Amazon for more than $500 million and Jet.com was acquired by Walmart for about $3.3 billion. Yet, Lore insists the drive was about more than the cash, a lesson he learned with the Diapers deal.
“After the money was wired to our bank account, we sort of said, ‘We should be celebrating right now,’” Lore says. “And we’re like, depressed. And it just goes to show you, it wasn’t about the money. Like the mission that we had set out was kind of crushed with the sale to Amazon.”
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Marc Lore Sees Sports Deals as a Path to ‘Collective Happiness’

Stephen A. Smith says he’s always been ambitious, but nothing fueled a burning drive to succeed like being fired from ESPN. His exit from the sports network in 2009 radically changed how he felt about himself, Smith says—and how he wanted to make a living.
After ESPN and Smith parted ways, he began the long road back, starting on radio and leveraging his experience as a print journalist to develop sharp points of view. He eventually built a following whose size effectively made his return to TV inevitable. 
After resuming his position in front of the camera, Smith quickly helped remake the modern sports media landscape. Now 56, he’s widely credited (or derided) for the “hot take” version of sportscasting that now dominates ESPN, Fox Sports and social media. It’s literally in the name of his flagship ESPN morning show, “First Take,” which he initially popularized with Skip Bayless. It now features Smith with a rotating cast of sparring partners, as well as moderator Molly Qerim. 
Yet Smith has constantly stretched himself beyond ESPN—and sports—most notably through his podcast, The Stephen A. Smith Show, which he created and runs through his own production company. With more than 600,000 subscribers to its YouTube feed alone, Smith says he’s more convinced of his ability to flex that popularity for another record contract with ESPN (his current deal is up next year).
You can also watch The Deal on Bloomberg Originals, YouTube or Bloomberg TV. See omnystudio.com/listener for privacy information.

Stephen A. Smith’s Hot Take on Being Sports Media’s Biggest Name

Serena Williams revolutionized tennis—that much is unquestioned. With her sister and fellow superstar Venus beside her and father Richard behind them both, Williams went on to transform the way the world looks at tennis stars. Having now put her racket down, she has moved on to the world of finance and started her own venture capital firm, Serena Ventures. But this time, she’s doing it all on her own. On the latest episode of The Deal with Alex Rodriguez and Jason Kelly, Williams explains just how these early financial lessons formed the basis of success in her second act.
In tennis, Williams is widely regarded as the greatest of all time. In business, she exudes similar ambition for her growing business empire. Williams says she’s built a team that she trusts while staying intimately involved with every major decision. Diving into the details is something she’s known for—Williams was literally at the table for her first big shoe endorsement deal, with Puma.
Serena Ventures has invested in more than 20 companies in its first fund, and that’s in addition to the dozens of angel investments Williams has made. She’s also focused much of the firm’s energy on investing in companies run by traditionally underrepresented founders, especially women and people of color. (Only 2% of venture capital goes to companies led solely by women, while just 1% goes to firms with Black founders.)
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Serena Williams Wants to Conquer Wall Street

Mark Shapiro has a habit of making the unlikely happen. From marrying Ultimate Fighting Championship with World Wrestling Entertainment to making the call to hire Stephen A. Smith at ESPN, Shapiro finds a way to get deals done. Now, as president and COO of Endeavor and TKO—the publicly traded combination of WWE and UFC—he and Ari Emanuel are reshaping sports, media and entertainment. On the latest episode of The Deal with Alex Rodriguez and Jason Kelly, Shapiro reveals their guiding principle: Even in the most turbulent of media worlds, people love to watch games.
Shapiro made his name as the brash young head of programming at ESPN, greenlighting some of its most iconic programs, including Pardon the Interruption, the long-running talk and debate show hosted by Tony Kornheiser and Michael Wilbon. It was also Shapiro who overruled his direct reports by bringing in Stephen A. Smith for an audition, a decision that catapulted Smith to the very top of the sports media pyramid and redefined the medium around hot takes. (Smith is a guest on an upcoming episode of The Deal).
The pair work together still, with Smith now represented by Endeavor’s talent arm. Shapiro and his partner Emanuel (made famous by the fictional Ari Gold on Entourage) have built Endeavor into a multifaceted entertainment company heavily invested in sports. Its biggest deal was creating TKO, which went public last fall and now has a market capitalization of $16 billion.
Amid all the dealmaking, Shapiro—who in between ESPN and Endeavor ran Six Flags—says he’s focused on creating situations where talent inside his shop and out can keep moving forward.
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How Mark Shapiro and Endeavor Reinvented Sports Dealmaking

Future Hall of Fame wide receiver Larry Fitzgerald said he always expected to be coached. Just not by a Wall Street banker. So when Frank Bisignano—then a senior JPMorgan Chase & Co. executive and now CEO of Fiserv—pushed a twentysomething Fitzgerald to think about life beyond the National Football League, it changed his trajectory.
That led to a series of internships between football seasons, touching on everything from venture capital to real estate and mezzanine financing. Fitzgerald played football for more than a decade after his run-in with Bisignano, spending his entire pro career with the Arizona Cardinals. But thanks in part to that first internship (at JPMorgan), he’s since invested in more than 160 companies, ranging from tech firms to an Indian cricket team. One of his breakthrough business moments came in 2020, when he joined the board of Dick’s Sporting Goods Inc., a publicly traded retailer that now has a market capitalization of about $16 billion.
Arguably among Fitzgerald’s most interesting deals is one tied to his oldest passion: chess. He started playing as a kid, an effort by his parents to focus a restless young mind. His public affinity for the game led to a meeting with Danny Rensch, the “chief chess officer” of Chess.com. Fitzgerald invested in the company and played in a celebrity tournament. He even allowed Chess.com to create a bot trained on his previous matches.
You can also watch The Deal on Bloomberg Originals, YouTube or Bloomberg TV. See omnystudio.com/listener for privacy information.

The Mastermind Behind the Success of ‘Coach Prime,’ Snoop Dogg and Michael Strahan

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