NFL to MLS – MySpace to TikTok – Jennifer Hinkle on building brands & fan bases
Description
In episode 428 of Sports Geek, Sean Callanan chats with Jennifer Hinkle, VP of Marketing at Houston Dynamo Football Club and Houston Dash, who brings 18+ years of sports marketing experience from NFL teams including the Ravens, Washington, and Tennessee Titans.
On this podcast, you'll learn about:
- Jennifer's journey from building the NFL's first MySpace page at Baltimore Ravens to leading digital marketing across multiple sports leagues.
- The evolution of sports digital marketing from “new media coordinator” reporting to IT departments to strategic marketing leadership.
- How to navigate marketing challenges when transitioning from NFL legacy brands to growing MLS and NWSL markets.
- Unique strategies for marketing women's sports, including fan segmentation and creating party atmospheres at Houston Dash games.
- Building successful influencer partnerships with Nashville talent like Nate Barghatsi and Jelly Roll during her time with the Tennessee Titans.
- The importance of understanding the “why” behind marketing initiatives and picking focused efforts over trying to “boil the ocean.”
- Current trends in sports marketing, including AI implementation, email marketing best practices, and fan personalisation strategies.

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Interview Transcript
This transcript has been transcribed by Riverside.fm, no edits (please excuse any errors)
Sean Callanan (00:01 .58)
Very happy to welcome a good friend of mine, Jennifer Hinkle. I've been chasing Jen for a long time, been a long time friend. Jen, welcome to the podcast.
Jen Hinkle (00:10 .337)
Thanks for having me.
Sean Callanan (00:12 .298)
Not a problem at all. You know, I always start trying to figure out people's sports business journey and their origin story and how they got into the world of sports. What about yourself? How did you find yourself in the world of sports business?
Jen Hinkle (00:26 .047)
Well, it's an interesting one. I did my senior project at Clemson with the athletic department and I had no idea that all of that was going on behind the scenes while I was out tailgating at all those football games. So I started gaining a little interest in the sports world beyond being a fan then. After college, I ended up getting a job at a mortgage broker. Everyone was refinancing at the time. I figured out how to kind of automate my job. So was poking around a lot.
found a really cool opportunity to work at the Final Four down in New Orleans. Little did I know I was probably about to sign up to be one of the people sitting in a hotel lobby handing out pamphlets of things to do in New Orleans, but ended up getting in touch with the right people and got to work all of the press conferences behind the scenes, which was really exciting in the Roy Williams, Kansas days and Carmelo Anthony was playing in that Final Four. So it was a
a good intro to sports, met some good people from the Saints and they made an intro to my hometown team in Washington and was able to get an internship that summer with the Washington Redskins. So worked all




