Networking in the sports industry from a cold message to developing a relationship.
At the start, we might feel lost or unsure how to find a way in.
With no experience and no connections, the most important part is finding that first opportunity to get everything started.
However, this is often easier said than done.
The key is to look at yourself from the perspective of the person you are messaging.
These are some important steps for getting that first connection, and how to continue growing and expanding from there:
Define your purpose
Look at yourself from the perspective of the person you are messaging and ask yourself these simple questions:
Why are you messaging them? What is your purpose?
What is the value exchange you are providing? Why would this person want to respond to you?
What makes you different from every other generic message they receive?
Once you have the answers to these questions, start acting on them. Use your initiative.
Do your research, don’t be generic!
Before crafting that cold email or message, make sure you understand the person you are reaching out to.
Why this helps:
It shows you have done your research and put in time. It avoids your message being another copy-and-paste job. It makes the person feel you are genuinely interested in them.
With the research you’ve done, mention some of their work that inspired or helped you. This immediately builds common ground.
Your research should also help you identify a gap in their operations or work. Use this as your unique point of view, the value you provide. If you highlight something useful, they will feel compelled to respond.
Develop the connection
If you manage to grab their attention, make the most of it.
Through the previous steps, you should already have pointed out the value you can provide. Now ask for a short, focused call to develop the connection further.
Make sure you know exactly what you want to discuss and highlight what makes you unique. If you can provide a niche skill or perspective, they’ll think of you when that need arises for them in the future. From there, they may reach back out, giving you valuable experience.
Follow up
Once you’ve had the call, follow up. This is arguably the most important step.
Be polite and show gratitude (respect goes a long way).
Share something you learned or took away from the conversation.
Act on the value you previously mentioned.
For example: Write a series of scouting reports, deliver a commercial deep dive, or become a unique league expert (as we discussed in last week’s Game Plan Weekly newsletter). Provide that value. This will help you stand out and turn the connection into something practical.
👉 Bonus: Don’t wait for permission. If you can deliver a project before being asked, you’ll stand out even more. It shows initiative without needing to say a word.
Maintain the network
Whether it’s wishing them a happy birthday, congratulating them on an accomplishment, or sending a monthly check-in, do it!
Find a way to maintain your network. Don’t waste the time you’ve invested by letting connections fade away. You never know who might contact you one day with a favor or opportunity, so never overlook anyone in your network.