Watch or listen to episode 325 of the Digital and Social Media Sports podcast, in which Neil chatted with Neil Tennant, Founder of 540 Agency, a creator talent management agency.
Tennant discusses building the NHL’s creator marketing program from the ground up, the two pillars of a creator strategy (experiential activations and commissioned content), using “concentric circles” to build a creator wish list, how the league’s fan UGC program seeded it all, measuring “return on creator spend” and bringing data to a vibes-driven space, the first-of-its-kind 3-on-3 creator tournament he dreamed up around the 4 Nations Face-Off, why long-term relationships and creator equity are the next frontier, how he discovers and signs creators today, what he’s building at 540, and more.
80 minute duration. Listen on Apple, Spotify and YouTube
Podcast: Play in new window | Download
