What does it take to land a top job in Sports?

We're live with a new season of Don't Forget Your Tickets, and in this opening episode of season seven, James Gershfield, Head of Sports & Entertainment at Forsyth Barnes, reveals the key traits that separate candidates who apply from those who get hired.

With experience recruiting for Manchester United, Real Madrid, ATP Tour, and the PGA, Gershfield identifies three must-have qualities for Premier League clubs: deep industry experience, a revenue-driven mindset, and leadership that drives progress. Clubs ahead of the curve now prioritize AI-driven analytics, dynamic pricing strategies, and data-led fan experiences—a shift that’s creating a clear divide between progressive and stagnant organizations.

Tottenham Hotspur stands out as a case study in maximizing matchday revenue, leveraging pre-game entertainment and affordable concessions to drive higher per-head spending.

For professionals looking to break into or advance in the industry, Gershfield’s advice is clear: network relentlessly, bring innovation to your role, and “ABL: Always Be Learning.” Most importantly, if you find yourself pushing ideas your organization isn't ready for, it may be time to move on.

Don't Forget Your Tickets is powered by TicketCo and hosted by TicketCo’s CEO, Carl-Erik Michalsen Moberg. The podcast was originally named TicketingPodcast.com