John Durbin from Pegula Sports on planning content around the unpredictable NFL Draft

We as a brand, one of the ways that I try to think about brand is world creation. What world have you created that you want to invite people into. For us on the Bills' side it's really about Sunday. The world revolves around Sunday. You look at a schedule release where you need to know what Sundays you need to have free. That's always been a big event for us.

John Durbin

John Durbin started his career as a media buyer and planner at Starcom Mediavest Group in Chicago where he worked with clients like the US Army National Strategy and Kellogg's Kids. Few years later, he moved to Denuo, a Publicis Groupe Company as an Associate Director. During his time there, he worked on the creative side of the business handling projects around mobile gaming, socials and other emerging trends. He also led the development of the Mercedes-Benz Tweet race which was shortlisted for Cannes Lions.

In 2012, John pursued his MBA at the University of Oregon. In his time there, he created the Oregon Vs, a unique fantasy sports game focused on the Oregon Ducks football. After completing his MBA, he moved to the Buffalo Sabres which started his stint at Pegula Sports.

At present, John is the Vice President of Marketing of Pegula Sports and Entertainment (PSE). He oversees the marketing efforts for the Buffalo Bills, Buffalo Sabres, Bandits of the NLL, Beauts of the NWHL Americans of the AHL, and My One Buffalo along with several brands residing within the Harbor Center facility.

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5:48 John Durbin’s journey from media to sports business

11:44 John chats about Pegula Sports and Entertainment (PSE)

12:58 How marketing in different sports has changed over the years

14:56 How his team prepares for unpredictable events like in NFL Draft

18:18 How do the comms and media teams work together at PSE

19:17 John on keeping exclusive information like trades and drafts within the organisation

22:43 The preparations behind the Bills’ schedule release video

28:49 How does PSE handles the two teams (Bills and Sabres) in the market

32:45 What does the My One Buffalo app do and why you should download it

43:26 The benefits of being a Sabres season ticket holder

48:44 Sports Geek Closing Five

60:02 Learn more about Sports Geek’s Digital to Dollars process

60:05 Read what Sean Callanan reads on Sports Geek News. Go to sportsgeekhq.com/sgn to subscribe

60:08 Need Sean’s help on your campaigns, assets and more? Book in a Pick My Brain session to know his thoughts now