Get All Access for $5/mo

Inside a Sport Marketing Giant's Playbook for Connecting Big Brands With Rabid Fans John Rowady, the founder and CEO of sports marketing powerhouse rEvolution, shares his strategy for global growth.

By William Salvi Edited by Dan Bova

Opinions expressed by Entrepreneur contributors are their own.

John Rowady, founder and CEO of rEvolution, has built a nearly 30-year career in the sports marketing industry. rEvolution, a global sports marketing agency based in Chicago, is at the forefront of connecting brands with sports audiences. As sports have increasingly merged with culture and lifestyle, Rowady has positioned rEvolution as a leader in the evolving landscape. Our interview took place during Monterey Car Week at Pebble Beach, where Rowady discussed how the agency has grown its global presence and emphasized the importance of his passion for sports in driving his entrepreneurial success.

Rowady's journey into sports marketing began in Detroit, a city known for its rich sports culture. His love for both sports and business fueled his early career and ultimately led him to launch rEvolution after 12 years of professional experience. Today, the agency boasts over 200 employees and operates internationally with offices in Chicago, London, and Singapore. From the outset, Rowady envisioned a global company, aligning rEvolution with the expanding international sports industry and growing investments from emerging markets like the Middle East.

Related: How Military Service Taught the CEO of Arc'teryx to Lead with Precision and Passion

Over the past decade, the sports marketing landscape has transformed. Rowady noted that what was once just a tactic in broader advertising strategies has now become a major focus for brands. Companies are increasingly turning to specialized sports marketing agencies like rEvolution to create authentic connections with fans. rEvolution's diverse portfolio, spanning Formula One, the NBA, and even Olympic skateboarding, has solidified its role as a key player in navigating today's fragmented audiences.

Scaling rEvolution into a global powerhouse came with its share of challenges. Rowady recalls the early struggle of competing with larger, better-funded competitors. He noted that larger brands often wanted larger agencies with scale. To combat this, Rowady and the rEvolution leadership team have often turned to acquisitions to expand their reach, portfolio and offerings. John noted that acquisitions can immediately jolt a company into a new vertical, but it does come with its challenges. Time zone changes, regional cultural differences and integrating multiple companies together add complexity to running the business. For Rowady, these challenges have only been looked at as growth opportunities. rEvolution's resilience has been a cornerstone of its success, driven by Rowady's unwavering passion for sports and his dedication to becoming a global leader in sports marketing. So far, it's been working.

Related: 'Leadership Is Not a Popularity Contest': Lessons from LSU Football Head Coach Brian Kelly

Despite rEvolution's global expansion and success, Rowady remains personally invested in the company's growth and culture. He credits fear as a crucial motivation for staying sharp—whether it's the fear of failure or the drive to achieve. Rowady's journey, from launching rEvolution to leading it on the global stage, is a testament to his resilience, passion, and commitment to maintaining the vision and values he established over 20 years ago.

William Salvi

Entrepreneur Leadership Network® VIP

Producer & Host of The CEO Series | Salvi

William Salvi is executive producer at Salvi, an executive communications and content strategy agency. He hosts the Emmy Award-winning video series The CEO Series. Each episode profiles a business leader and their respective business and provides a humanizing look into the CEO's personal story.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

More from The CEO Series

Inside a Sport Marketing Giant's Playbook for Connecting Big Brands With Rabid Fans

How Military Service Taught the CEO of Arc'teryx to Lead with Precision and Passion

'Leadership Is Not a Popularity Contest': Lessons from LSU Football Head Coach Brian Kelly

How This Latina CEO Created the Fastest-Growing Hispanic Media Company in the U.S.

Growing a Business

How to Prepare Your Small Business for Impactful Investor Partnerships That Go Beyond Funding

Here's how investorpreneurs transform startups with mentorship and strategic investments.

Money & Finance

Your Pointless Micromanaging Is Costing Your Business Millions – Here Are 5 Ways to Fix It

Micromanagement in businesses emphasizes the need for entrepreneurs to delegate effectively and build strong teams. It outlines strategies to empower employees and foster independence, which can help drive business growth and success.

Business News

Alexis Ohanian Says This Is His Best Investment So Far: $10,000 Turned Into More Than $17 Million

Ohanian has backed 40 unicorns, but one investment stands out the most.

Business News

'I've Got All the Time in the World': AI Grandma Thwarts Scammers By Answering Their Calls

The AI persona called Daisy keeps scammers on the line for 40 minutes at a time with stories of her family and passion for knitting.