In this episode of The Insider's Lounge, we sit down with John Guagliano, a marketing veteran with 30+ years of experience across the NBA, MLB, NHL, and now MLS. As Chief Marketing Officer of Minnesota United FC, John shares his journey from his blue-collar upbringing in New Jersey to becoming a key figure in the sports marketing world.

John dives into a wide range of topics, including the unique challenges of marketing in MLS, the league’s explosive growth since his arrival in 2016, and how Messi’s impact is reshaping the sport’s landscape in the U.S. He discusses adapting marketing strategies across major sports leagues, standing out in a franchise-driven system, and the collaborative efforts within MLS. John also shares how Minnesota United benefits from the FIFA World Cup 2026, Messi’s arrival, and competitions like the Club World Cup, even without hosting games or facing Messi directly.

Packed with valuable lessons, insights into the role of a CMO, and advice for those aspiring to break into the sports business, this episode is a must-listen for anyone passionate about the intersection of soccer, business, and marketing.

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Chapters:
00:00 Intro
00:34 Early Sporting Memories
01:41 Family Upbringing and Early Signs of a Career in Sports Marketing
04:32 Lessons Learned from Each Parent
06:30 Breaking into the Sports Business
09:29 Comparing Marketing Strategies Across Major Sports Leagues
19:20 Why John Changed Careers Frequently
20:25 Expectations vs. Reality of the MLS
23:53 Surprising Aspects of Being a Chief Marketing Officer
25:52 What Is a Chief Marketing Officer (CMO)?
28:35 Key Growth Drivers for Minnesota United and MLS
31:44 Collaboration Across MLS
34:22 Standing Out in a Franchise League
37:39 Adapting to New Cultures (City, Sport, People, etc.)
41:02 Sustaining Growth Post-Messi and the World Cup
44:55 Collaboration Between Marketing and Recruitment Staff
47:28 How On-Field Performance Impacts Club Growth
50:06 Leveraging the Club World Cup and World Cup Without Hosting
52:33 Influential Figures in John’s Journey
54:52 Advice for Advancing Your Career in Sports Business
57:24 John’s Legacy: What He Wants to Be Remembered For
59:39 Quick-Fire Questions
1:02:26 Outro