Stephanie Hsiao

VP of International Marketing & Fan Development at the National Football League (NFL)

“Thank you for sharing such thoughtful and practical insights — your perspective on growing a non-endemic sport in new markets is especially powerful. Comparing the international expansion of a major sports league to a start-up environment captures both the excitement and the grit required to make a lasting impact. Being part of something that helps shape fandom across borders is no small feat. Your advice to young women is spot-on: be intentional, be open, and be willing to get your hands dirty.

The reminder that a non-linear path is still valid — and often more enriching — is both encouraging and real. And your personal philosophies? Gems. “Gratitude changes everything,” “Don’t confuse action for progress,” and the H.A.L.T. rule are wise reminders in both business and life.

Also, your pet peeves are extremely relatable — the “Reply All” point alone deserves its own PSA!” – Zara Halabu

Please describe your role & responsibilities at that position ?

I am responsible for NFL’s international fan development initiatives across the NFL’s priority markets. My team and I serve as a connector between the central NFL Marketing team and local marketing teams in each international office, and help lay the groundwork for building local relevance and growing NFL fandom outside of the U.S.

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

In addition to being an East Asian Studies major at Princeton University, I was also a 4-year student-athlete (swimming) and both ended up playing a role in my eventual career in sports. Global sport has shaped my life. I was fortunate to be an All-Ivy swimmer and wrote my thesis on sport culture in China, which after stints at Speedo and Octagon (sports marketing agency), led me to leading our marketing efforts out of the newly formed NFL office in Shanghai, and now to the NFL LA office where I oversee international marketing and fan development initiatives.

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

Choosing to move abroad shortly after graduating college. I didn’t have any firm job offers, just the names of a few contacts who told me to reach out if I was ever in town and a personal deadline of 6 months to try and figure something out!

In hindsight, by putting myself in the place where I wanted to live/work (making a decision to pick up and move, giving myself a timeline to meet a goal), I was able to take advantage of opportunities and introductions that were made on ground far more than me trying to chase leads or orchestrate anything from afar – being in the right place at the right time. Being intentional about putting myself in positions/places where I can ‘say yes’ to what comes across is how I came into my first job, set me on this path and has served me well in opening up to where I am now.

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

My own fears or feelings of inadequacy, not belonging. I work on addressing these through building community, having a strong network of like-minded women that I can lean on ground me when I start spiraling, building mental resilience (including practicing positive mindset shifting), executive coaching…and therapy! I’ve found it helpful to remind myself that everything is a work in progress.

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

I’d like to think of it more as a work-life integration rather than a balance, because it’s rarely ever in balance! Doing the following has helped me manage:

– Taking care of the basics: 1) Getting enough sleep, 2) Eating proper food (meals at mealtime), 3) Some kind of daily movement/exercise. If I’m feeling out of sorts, I find it’s usually because I’ve neglected one (or more) of these areas.

– Reminding myself that “Work is not life — Work is what I do, not who I am” and intentionally carving out time for ‘not-work’

– No Friday meetings.

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 ?

Both mentorship AND sponsorship is incredibly important (and knowing the distinction between each), as well as finding your people (your community).

I’ve been fortunate enough to have both mentors and sponsors throughout my personal and professional development — from sports coaches growing up and in college to business coaches to life coaches. I’d say both my college swim coach and my manager in my first job when I lived abroad both played a significant role in my career.

My college coach (Susan Teeter) because she was the first sports coach I had who was a woman and she instilled in me the value of intrinsic motivation (setting goals and striving for success because I wanted it, not because I was trying to earn the approval of someone else) — she was also a pivotal figure in how I ended up in sports marketing. And my manager at Octagon (Hemant Dua), who was intentional about providing me with exposure to new opportunities, teaching me to be comfortable in ambiguous and unfamiliar situations and advocating for me in rooms I was not in.

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 believe there’s been progress in the past few decades, relatively speaking. Early in my career and during my professional development journey, I’ve been fortunate to have had great managers (men and women) who were intentional about providing me with exposure opportunities and advocating for me when I wasn’t in the room. Having more of these empathetic and self-aware people managers, as well as tackling the “broken rung” issue – and not only increasing the pool of managerial candidates but also ensuring women have the tools and support at each stage – is a step in the right direction.

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

I’m grateful that my “job” represents something which is a passion point and can connect emotionally with so many. The feeling of anticipation and buzz in a full stadium the moment before kickoff won’t ever get old. That aside, my favorite part of the job are the people I work with and spending time doing things that the league hasn’t done before (going into new international markets). We’re building something from the ground up and feel like I’m able to affect change, in some way, every day. Yes, we have the behemoth of the NFL behind us, but the challenge of growing a non-endemic game and fandom for a sports league in countries where we’re not coming in as the top sport makes it feel like we’re in a start-up with incredible potential. Any time I read/hear news about the growth of the NFL or football outside the U.S. and knowing that I’m a part of a group that has something directly to do with that is an awesome feeling.

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

Reach out to those in the industry and learn about their journey. Take and internalize what resonates with you, discard what doesn’t and form your own opinions. It’s equally as important to cross things off the list (know what you definitely AREN’T interested in).

Be mindful of time and specific tasks. You’ll get more helpful responses if you’re clear and specific in what you’re asking for.

Don’t be afraid to get your hands dirty. Your journey likely won’t be linear, so embrace that! Put yourself in positions and places where you’re more likely to come across the opportunities you desire and don’t be afraid to say yes, when they do come across your path.

What are your long term personal goals that you still want to achieve both business wise and personal?

The business of life is the acquisition of memories. My long-term goal is to continue acquiring more memories.

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

Fav food: ramen or udon

Hobbies: Reading, going for walks with my dog

# of Kids: No kids – just me and the dog!

Pet peeves:

– Personal: People who are rude/dismissive to service people; people who complain excessively or default to complaining when starting a conversation.

– Professional: Replying all when not necessary (don’t do it!). Getting sent meeting invites with no agenda/info on meeting aim or objective (if you’re unclear why you’ve been invited to a meeting, chances are you probably don’t need to be in it!)

Favorite piece of advice/words to live by:

o H.A.L.T – Don’t respond (email/text/call) when you’re Hungry, Angry, Lonely or Tired!

o “Gratitude changes everything” – Instead of complaining, shift your mindset: What can you be grateful for in this challenging situation? What are you meant to be learning from it? What kind of character/skills will you build by going through it?

o Don’t confuse action for progress

o Focus on progress over perfection