I’m heading off to the Sports Business Journal’s 25th annual celebration tonight (11/22), toasting “40 Under 40” in Sports Marketing, which includes the CEO of USA Fencing, Phil Andrews. So, in homage, and since his triumphant return from the Olympics and Paralympics which took place after this recording, I’m sharing a replay of our Insider Interviews episode, ICYMI!

And, if you were living under a rock, know that history was made. I asked Phil for his recap and he said:

“We made history at Paris 2024 on and off the piste, sharing the gold medal lead for the first time and an historic all-American final. Back home we had 35,000 people try Fencing over the Games, moved from 12th to 6th in our media share and have seen 12.7% growth in the business post-Games; while we’ve signed 4 new partners, including a record breaking deal with Italian brand Macron who are seeing the benefits from our expanded presence.” — Phil Andrews

Wow. So, to better understand how niche sports like fencing can not only stay relevant but grow their fanbase, here’s Phil Andrews, who I called the British Ted Lasso for bringing a Midas touch to the world of parries and ripostes as CEO. I also encourage you to visit the team News site to really see why Phil is being honored: from promoting the sport to a diverse community to growing sponsorships to innovating ways to increase awareness through sweepstakes and experiential marketing. He is, himself, gold.

In advance of the Paris Olympic Games, Phil and I explored how he’s applying creative strategies to boost awareness, revenue, and membership in a sport that still takes some explaining. Which he does beautifully.

For this audience, he also shares his data-driven approach to attracting sponsors, revealing, “We have to, to be candid, fight dirty a little bit. We don’t have the brand of a New York Yankees or even a USA Gymnastics where you’re buying brand and eyeballs. But we have data, we have people, and we have a direct road to them.”

This innovative thinking has led to partnerships with brands like Naked Wines, Avis, and Hilton. Phil even teases an upcoming sponsorship that’s perfectly on-point: the “Official Fence of Fencers.” Talk about targeted marketing!

But it’s not all about the money. Phil is passionate about making fencing accessible to all. He discusses USA Fencing’s award-winning diversity and inclusion initiatives, including the “Fencing the Gap” program. “The idea of Fencing the Gap is very simple. It’s grant funding that we can put towards fencers who otherwise can’t afford to play the sport,” Phil explains.

Get ready for some Olympic-sized insights as Phil breaks down:

– The complexities of Olympic sponsorships (it’s not as simple as you might think!) vs sponsorships of the NGBs (National Governing Bodies).

– How USA Fencing is bringing the Olympic experience to communities across America allowing locals to fence with some greats in 10 cities this summer. 

– The surprising connection between fencing and the NCAA (hint: it’s not just about the sport)

– Why listing women first in team announcements is a small but powerful change.

<figure id="attachment_1229" aria-describedby="caption-attachment-1229" style="width: 603px" class="wp-caption aligncenter"><figcaption id="caption-attachment-1229" class="wp-caption-text">Olympic-bound Team USA Fencing</figcaption></figure>

As a bonus, listeners get a glimpse into Phil’s personal life, including his connection to me (spoiler: we met last year when I discovered we were related by marriage!). Phil even shares why he told Sports Business Journal in his interview as a “40 Under 40” that Insider Interviews is his go-to podcast!:

“A lot of what I’ve done over my career is taking other people’s ideas and applying them into Olympic and Paralympic sport. That’s how we’ve done things differently. And so I find it a great way to listen to, as the title suggests, an insider and apply their ideas to what we do.”

<figure id="attachment_1227" aria-describedby="caption-attachment-1227" style="width: 265px" class="wp-caption alignright"><figcaption id="caption-attachment-1227" class="wp-caption-text">This “40 under 40” picked Insider Interviews as #1!</figcaption></figure>

Whether you’re a marketing pro looking for fresh ideas, a sports enthusiast curious about the business behind the games, or just someone who appreciates a good underdog story, this episode delivers gold medal-worthy insights.

En garde, ready, listen!

Highlights:

[0:00:03 ] Meet Phil Andrews, the CEO of USA Fencing, and his Ted Lasso-like career

[00:04:57 ] Phil explains NGBs, the three types of fencing – saber, foil, and epee—and their cool origins

[0:10:26 ] How partnerships with CrossFit and Rogue Fitness revamped USA Weightlifting and drove female participation and revenue

[0:19:57 ] Launch of “Fencing Across America” initiative with surprise athlete visits and influencer help this summer

[00:24:09 ] How big nationwide events and data-driven marketing is attracting sponsors

[00:31:29 ] Unraveling the complexities of Olympic sponsorships

[00:37:42 ] USA Fencing’s award-winning diversity and inclusion efforts

[00:40:27 ] “Fencing the Gap” grows participation by all

[00:43:15 ] Personal connections and Phil’s personal brand…and advice for aspiring marketers and leade