Courtney Perzan

Vice President, Team Business Services at American Hockey League

“Thank you, Courtney, for sharing your inspiring journey and invaluable insights with us. Your story of transitioning from journalism to sports marketing highlights the importance of embracing change and stepping out of one’s comfort zone. Your experiences in a male-dominated industry, coupled with your perseverance and dedication, serve as a powerful example of how determination and a passion for continuous learning can lead to remarkable achievements. Your emphasis on mentorship and sponsorship underscores the value of having advocates and supporters who can help pave the way for career growth and success.

Your candid discussion about the challenges of balancing work and personal life is both relatable and encouraging. It reminds us that finding harmony is an ongoing process, and striving for improvement is a worthwhile endeavor. Your advice for young women to follow their passions, network extensively, and embrace diverse experiences is a call to action that resonates deeply. We are grateful for your words of wisdom and inspiration, and we wish you continued success and fulfillment in all your endeavors.” – Zara Halabu

Please describe your role; responsibilities at that position?

My department is responsible for identifying and developing strategies that support our teams in driving revenue. This includes but is not limited to ticket sales, corporate sales, organizational structure, and marketing best practices. These recommendations are developed through in-depth analysis of league wide data, recognition of trends in the sports industry, and constant communication with each organization. In my role, I work closely with the teams taking a consultative approach supporting strategies to grow revenue.

What did you study in college and how did your educational background shape your career in the sports industry?

I have a B.S in Sports Management with a concentration in Communications from Southern New Hampshire University. Through a partnership between SNHU and the Manchester Monarchs, I was provided the opportunity to interview for various internships leading to “real-world” experiences for my Junior and Senior years. My public speaking class was an uncomfortable experience, but it forced me to get comfortable with being uncomfortable, to be confident in my voice, and forced me to prepare for presentations. Those lessons allowed me to be comfortable having a voice in the room, to be an advocate for fans, and to be confident when I now present to the American Hockey League Board of Governors.

Can you share the key milestones in your career that led you to your current position in the sports industry?

When I graduated, I wanted to be in Public Relations. I was able to get a job in sales when I realized I didn’t have enough experience in PR to be considered for a role. During my time as an Account Executive, I mentally flipped a switch and realized that PR was one-way communication with the fan base and in sales, I was able to have a two-way discussion with the fans and still influence organizational change. That mindset change allowed me to view being an Account Executive as a career starter and not just a job. Moving to Pittsburgh to work in college athletics provided me the opportunity to leave home and get uncomfortable again. I spent the next four years in the collegiate space, in various roles. Navigating through the pandemic in a revenue driving role when the industry was shut down, allowed the industry leaders the opportunity to collaborate more, which led to more networking and ultimately my current role.

What are some of the biggest challenges you’ve faced as a woman in sports business; how have you overcome them?

I have had tremendous leadership throughout my journey, which has empowered me to continue to grow. They have also held me accountable when I dropped the ball. My hurdles were more self-imposed with imposter syndrome. That just made me work harder and prepare more so no one else would have a similar opinion of me.

Balancing a career is demanding. How do you manage a work -life balance? What strategies have worked well for you?

I have not balanced work-life well. Especially when working from home, I view my home as my office so I will respond to emails on the weekends, make sales on holidays, and create reports until 10pm. In my current role, I am on the East Coast and we have teams on the West Coast. If they send an email at 6pm EST, I understand it is 3pm PST and I want to get them a response as soon as I can. This is a me thing, it is not expected of me by anyone else and a goal of mine to prioritize boundaries and creating a better work-life balance for myself.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Mentorship is incredibly important for any one in any industry. However, I would like to see more sponsorship of women in the sports industry. Sponsorship to me means advocating for others when they can’t be in the room and recommending them for opportunities, not just providing council behind the scenes.

I have had tremendous mentors/sponsors, as previously mentioned. I would not be in my current role without one recommending me for it.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

I do believe that women are provided equal opportunities within the business office. Since I am not in the locker room or behind the bench, it would be hard for me to say that women are given an equal opportunity in the industry as a whole. I believe we have come a long way and I’m proud to be a part of the American Hockey League where we are ALL IN on the mission to provide equal opportunities.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging?

I love the people that I have had the opportunity to work with and meet. We spend so much time together that you form true relationships and friendships that last a lifetime. The most challenging piece is being able to do a lot with a little. No one is ever over-staffed, and when you get in a groove the reasoning of “it has always been done this way” can be dangerous to growth.

What advice do you have for young women aspiring to build a successful career in the sports industry?

Find your passion and apply it to the sports industry. If you like accounting, there is a role for you; if you want to be a lawyer, there is a role for you; even if you like being a DJ, there is a role for you.

What is your long-term personal goal that you still want to achieve both business wise and personal?

I would love to improve my work-life balance and grow my family.

Any fun facts you’d like the world to learn about you? Favorite food, hobbies, # of kids, pet peeves, etc. The more the merrier!!

I cannot skate but work in hockey. I am proficient in sign language and have used it twice in a professional setting. My husband and I have two dogs, Dale and Cam. I dip french fries in yellow mustard. When I worked in NYC, I lived in Connecticut and had a four hour commute each day, I tried to learn a new language in the car and failed.