Courtney Oversby

Vice President, Special Events – World Finals at the PBR (Professional Bull Riders)

Courtney studied Sports Marketing at the University of Oregon, benefiting from a renowned program that connected her with industry leaders. Her career milestones include building a strong network, volunteering, and taking on opportunities that allowed her to grow professionally. Early challenges in a male-dominated field were met with determination and self-confidence, enabling her to establish her brand and succeed alongside supportive leaders.She emphasizes work-life balance, scheduling personal wellness time and prioritizing decompression. Courtney values mentorship for its role in skill development, career advancement, and representation, while also highlighting the importance of both women and men supporting gender equity. Her passion lies in enhancing fan experiences through data-driven customization, though she acknowledges the challenges of engaging younger generations, like Gen Z, in the evolving sports landscape.For aspiring professionals, Courtney advises proactive networking, volunteering, and seizing opportunities to grow. Her long-term goals include continuing to expand her professional network, advocating for women’s sports, and prioritizing personal wellness.

Thank you, Courtney Oversby, for sharing your inspiring journey and invaluable insights into the sports industry. Your dedication to fan engagement, gender equity, and mentorship is truly impactful. Best of luck in achieving your goals and continuing to elevate the PBR World Finals to new heights! – Zara Halabu

Please describe your role and responsibilities at that position?

Oversee all marketing, ticket sales, fan experiences and grassroots for the PBR World Finals in Fort Worth & Arlington, TX

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

University of Oregon. The UO business school offers an undergraduate concentration in Sports Marketing where students can learn from professors who worked in the sports field in various positions (sales, marketing, finance, representations, etc.) and are back to help teach the valuable lessons of working in the sports industry. Additionally, with the national recognition of the Warsaw Sports Marketing program at the U of O, there are opportunities provided to connect with sports executives around the world.

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

Creating a lasting and strong network of sports executives from an early age and taking advantage of all volunteer opportunities available in order to continue to build my network.

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

Being a woman in sports when I first started my career was difficult as I was always seen as someone who wouldn’t be able to have the “keys to the car”. Over the years I have had great leaders who have helped me elevate my brand but along the way I have had to also shape myself by gaining confidence and building a foundation of strong business attributes in order to also continue to grow in my career and compete with my male counterparts.

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

Making sure to always put time on my calendar for times to step outside, take a walk or on weekends be able to set aside time for personal wellness treatment. Since I don’t have kids or a husband, I make sure that I set aside time for me and time to visit my brother and his family. I also make sure to silence my phone starting at 7pm so I can have some decompression time at night. Making sure there is YOU time is very important.

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 women in the sports industry, and its significance can’t be overstated. Here are a few reasons why:

Navigating Challenges: Women in sports often face unique challenges, from gender bias to fewer leadership opportunities. Mentors can offer guidance on navigating these obstacles, sharing strategies and advice based on their own experiences.

Career Advancement: Mentors can play a key role in career development by providing insights into career paths, helping with goal setting, and offering recommendations. They can also open doors to new opportunities through their networks.

Skill Development: Mentorship can help women develop essential skills and confidence. Mentors can provide feedback, encourage skill-building, and offer perspectives that help mentees grow professionally and personally.

Networking: Building a career in sports often relies on strong professional networks. Mentors can introduce their mentees to influential figures in the industry, which can lead to valuable connections and opportunities.

Support and Encouragement: The sports industry can be challenging, and having a mentor who believes in you can provide crucial support and encouragement. This can be particularly important for maintaining motivation and resilience in the face of setbacks.

Representation: Having successful women in the industry mentor others helps to increase visibility and representation. It demonstrates that women can thrive in sports and provides role models for those who aspire to similar careers.

Overall, mentorship can be a powerful tool in helping women overcome barriers, achieve their goals, and contribute to greater diversity and inclusion in the sports industry.

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?

When I started my career about 24 years ago, my answer would have been NO, however, here we are in 2024 and my answer is YES. Gender equity has come a long way in the past few years especially with organizations such as the Women’s Sports Foundation who every day paves the way for women’s sports both on and off-the-field. Women supporting women is the #1 way to promote gender equity and also the support of men counterparts.

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

Fan Experience – The #1 reason that I work in sports is to see the smile on peoples faces when the are at a sporting event either for the first time or the 10th time. Providing what fans want and using data to understand and customize experiences is something that I love to understand. Understanding fan data is a very important piece to the continuation of building a sports brand, team or league, so companies today are doubling down on the analytics staff and resources.

Most challenging is understanding the “next generation” of sports fans – Gen Z. Gen Z consumes sports and entertainment very differently than millennials and Gen X so understanding how to connect with them and build the purchase funnel of this segment continues to be a challenge.

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

Build your network, use your network, volunteer when you can and make sure you are proactive when you are in an internship or starting out your career.

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

Continue to build my network and maintain strong relationships, help grow women’s sports and vacation more aka take more time off 🙂