Podcast Alert: Amber Cox – Indiana Fever

Transcript

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Amber Cox: [00:00:00] Caitlin was the ultimate multiplier efffect for all of us working at different teams, and certainly for the Indiana Fever. A lot of people who had never had eyes on the WNBA came out for the first time and realized what they had been missing for so many years.

Jeff Nelson: Hello. Welcome to the Navigating Sports Business Podcast.

I’m your host today, Jeff Nelson, the President of Navigate. We are a data-driven consulting firm guiding major strategies and decisions in sports and entertainment. We started this podcast to share the experiences and the stories of some of the amazing people we get to work with. They’re not the star athletes on the field.

But they are the most influential people off of it. Hopefully you learn a little something about them and a little something from them over the course of our [00:01:00] conversations.

Today I’m happy to be joined by Amber Cox, the Chief Operating Officer and General Manager of the Indiana Fever. Amber, welcome to the podcast.

Amber Cox: Great to be here. Great to be here.

Jeff Nelson: This was not planned, but I have to ask right off the bat about the awesome artwork. You have behind you here for our listeners who can’t see the whole thing what does it say and what’s the meaning?

Amber Cox: So I’m in my home office this morning and one of my all time favorite performers, a legend is Stevie Nicks. And one of her very famous sayings is, don’t be a lady, be a legend. So when I stumbled upon this at a, a little store when I was working in Dallas, I had to have it. And it’s now a feature piece in the home office.

So Words to live by.

Jeff Nelson: Yeah. [00:02:00] That’s awesome. And it’s, it’s a perfect segue for us to dive into your career because you have now been with three teams in the w the Mercury, the Sun. The wings, oh no. Four. The mercury, the sun, the wings, and now the Fever. And certainly the trajectory of the league is producing more legends.

And you’re certainly at an organization right now with somebody in particular who we’ll talk about later who has maybe already is a legend. But if you could look kind of over the. A of your time in the w and your stops at each of these places how has each of these kind of formed your leadership style and, and who you are now as a leader of what I think is kind of inarguably now, the centerpiece organization of the [00:03:00] league?

Amber Cox: I mean, that’s been, it’s been a tremendous journey and every stop has provided, you know, new learnings. I think that’s the key is to, you know, just stay curious. And that’s the wonderful thing about the WNBA still being a relatively young league, is that we’ve had a lot of opportunity to try, try things.

Some have worked, some have not. I think back to my early days, I started in Phoenix in 2005, so the second. Season of another legend of our league, Diana Tesi and going on a nine year journey with that team, winning a couple of championships, drafting Brittany Griner. Certainly saw some great inflection points while I was there.

And then, you know, during my time with the sun, that was during the pandemic. So the, the bubble season obviously was a huge inflection point for the league with a lot of new eyes tuning in while we were all at home. Then, you know, most recently before coming to Indiana with the wings, you really could [00:04:00] feel you know, the momentum of the league starting to shift.

You know, venues filling up a, a lot more media coverage in terms of, you know, just people coming out to games, more interest in telling the stories of multiple players versus just one or two. So it’s been a really fun process to be a part of. I feel really lucky to have had great leaders along the way.

I always credit. J Perry who hired me in Phoenix who’s now running major events in Arizona really took a chance on me. I didn’t know much about professional sports coming in, and so she was really key in teaching me the processes that are tried and true in sports, right? It’s about, we always knew the basketball was great.

We knew the entertainment was great. We knew the women of the WNBA were so interesting and multifaceted. And if you could just get people in the door typically they would come back. And so dating back to my time with the Mercury, that’s always [00:05:00] been you know, at the center of. You know what I’ve preached everywhere that I’ve been.

We get new people in the door, they’re gonna come back and we walk them up the ladder into becoming passionate fans. And I think that still holds true today. It’s just happening instead of in the hundreds by the thousands, each and every game in cities across the country. So I think, again, just a credit to the people that really taught me the business coming in people, great leaders who have allowed me to hire.

Great young talent to come in and again, try new things bring new ideas to the table. That’s been, you know, a great part of this journey as well is just watching young talent really grow and become passionate about the league and really become the next generation of leaders.

Jeff Nelson: You’ve had stops kind of in and out of the, the league over.

Those 20, in the 20 years since you started at the Mercury you were an associate commissioner for women’s basketball in the Big East. You were chief [00:06:00] Marketing Officer at the Houston Dynamo and MLS you were the COO at the KC current and WSL. How do you. Take the, the kind of lessons you learn in these other leagues back to now what you’re doing in the W.

Amber Cox: Yeah. I mean, every stop has provided, you know. Not only just kind of learnings that were different than maybe things that we were doing in the w like I’ll, I’ll use MLS for example. At the time that I was with the Dynamo, I think one thing MLS did very early on really, really well was they really took it upon themselves to do their own storytelling.

The investment in content teams behind the scenes access. That was something I really you know, took with me as I moved then back into the W in Connecticut, is that we had to have a major focus on that. If the traditional media wasn’t gonna give us the attention we had to really put the, the onus upon [00:07:00] ourselves to do that storytelling.

Use our social media channels to lift up the women of the w and again, tell the stories of multiple players. ’cause I went from Houston to Connecticut, you know, one of the smaller market teams. We really were able to sort of transform the narrative around that team, taking a team to the 2019 finals.

We had a great campaign called Disrespect as we went into the playoffs, it was a lot of fun that really took hold with the media as we progressed through our playoff run. So, you know, everywhere that I’ve been in every different league from different owners, different leadership, and again, even people that I’ve hired I’ve, I’ve had different learnings.

The Big East was an interesting. Stop. For me, it was really my only stop in college athletics, but I was working for Val Ackerman, who was the original commissioner of the WNBA. It was when the Big East sort of, you know, transformed into the new Big East and it was basketball only again. So being able to come to work with Val every single day and pick her brain and [00:08:00] here, you know, sort of the history of the league and you know.

Her, her thoughts on where we were going and how to get there was really a special experience too. So every stop has meant so much. And again, just trying to take information and I’ll say people too, I think, you know, as I’ve gone through this journey and worked with various people, i’ve, you know, created these relationships that have not only been meaningful personally, but professionally I’ve been able to utilize as well.

Either, you know, just leaning on them for advice or in some cases going back and hiring those people

Jeff Nelson: when you’re at the wings and. The Fever, of course, draft Kaitlyn Clark, that was April of 2024. And then mm-hmm you have the opportunity to join the Fever. After that I would assume you don’t have to consult with many of those mentors on that.

Decision [00:09:00] what’s going through your mind when it’s this opportunity is in front of you in this moment that I think all of us in the industry looked at and thought this could be an inflection point. This could be a cataclysmic kind of moment of, of rise for the league.

Amber Cox: Yeah, most definitely. And I think, you know, the, the ownership, again, being in the league for so long, and you look at the ownership of the Fever in terms of being one of the longer tenured franchises, not an original, but very, very close.

It’s, it’s the only franchise I believe that has the same ownership group in terms of like the Simon family committing to the Fever. You know, you look at. You know, New York and Phoenix and some of those other, they’re, they’ve had great success and longevity, but they changed ownership. So I, for me, the Simon family has always been, you know, sort of a beacon of commitment when you talk about investment in the w you know, through sort of our growing phase.

Obviously [00:10:00] there was some great years with Tamika Catchings winning a championship. So that to me just speaks to, you know, the stability and the commitment of this ownership. Group through it all, so that, that has meaning when you’ve been in sports a long time and you’ve been at different places that’s a really meaningful piece.

Then Kelly Koff, who was the original president of the Fever coming back after spending several seasons with the Pacers. Kelly has been a mentor of mine for many, many years. She’s somebody I met very early in my career in Phoenix, and I’ve leaned on mm-hmm. As I’ve gone through my journey. So being able to come back and work.

With her was a real selling point too. But certainly, you know, the year be the year Caitlin was drafted. I’m in Dallas. I love this story. Fever’s coming to town. This gentleman is sitting next to me who’s never been to a game before and didn’t even know that Dallas had A-W-N-B-A team. Dallas is one of the newer, still, you know, 10 years in newer franchises, still, still building that fan base and certainly [00:11:00] drafting page has helped escalate their visibility.

But this gentleman comes in and he is sitting next to me and he says, you know. I got these tickets tonight. I’m a through a one of your sponsors. I’ve heard of Kaitlyn Clark, obviously, and I wanted to come check it out. By the third quarter, that guy was buying season tickets for the wings because he was, you know, enamored with Enrique Aba Wale.

He’s like, I had no idea this was in my backyard. And I think, you know, again, when I speak to getting people in the door for the first time. And escalating, you know, kind of taking them up the ladder to, you know, be kind, being full season ticket holders and buying merch and doing all the things. Kaitlin was the ultimate multiplier fit for all of us working at different teams and certainly for the Indiana Fever.

A lot of people who had never had eyes on the WNBA came out for the first time and realized what they had been missing for so many years. So she definitely, you know, being able to come in and be a part of, you said it earlier, [00:12:00] sort of the epicenter of women’s sports and what’s happening in the w and be along for that ride alongside of a player like Caitlin who is certainly a generational talent is something really, really special.

It’s been a lot of fun and I think, you know, you come in, I don’t know her as a person, but. Personally, she’s been such a delight to work with, is so committed to her craft. I am constantly amazed by the poise that she has with all of the responsibility that she takes on. And so that’s been a, an incredible bonus as well as this.

She’s just a really fun young person too that’s handling this with so much grace,

Jeff Nelson: big expectations. Come with a superstar of that magnitude. I, I would love a little insight into who you are as a person and how you try to manage expectations. I mean, do you have moments when you’re by yourself and you think, man, we, we have to get this right [00:13:00] in on the court, off the court, like this is.

This is an opportunity, but also a big weight. How, how do you handle it?

Amber Cox: Yeah. I mean, I think it is, you, you can’t get caught up in the outside noise. I’ve done this job for a long time. I’ve been in this league a long time. It’s about having confidence in yourself and your ability as well as the people around you.

Mm-hmm. You know, it’s, it’s, our circle is what is so important. So whether that’s Kelly Steph is our head coach, all of the great people that work for pacer sports and entertainment, that really, you know, they really. Led the charge in terms of catapulting and all the, you know, level, the laying the groundwork in Caitlin’s rookie year.

They did so much so well to really set us up for long-term success. So it truly is one day at a time. Again, it’s about those processes that I’ve been taught along the way. Doing your homework, being really [00:14:00] prepared, all the things as a leader you know, that, you know to be true and not getting caught up in the outside noise.

I mean, there’s gonna be losses. There are gonna be things that people disagree with us about, think we should be doing differently. That’s okay. We have asked for an elevated spotlight for many, many years. We’ve got it. And with that comes, you know. Criticism as well as praise. And so you gotta, you gotta welcome all of it as part of you know, the growth of this league.

But I certainly don’t let it define decisions that are I make every single day or the way that I go about my business.

Jeff Nelson: How do you set expectations internally? How do you measure success when. You have this kind of catapult effect from where the organization was before having a player like Kaitlyn to now.

Amber Cox: Yeah, I mean, again, from the outside looking in, I really noticed a great jump [00:15:00] in, you know, the, the digital content things that were happening in arena in terms of the crowd when Aaliyah Boston was drafted. Mm-hmm. I mean, that she is also. You know, a number one pit coming out of South Carolina, a generational talent in her own ride, having an incredible year this year in her third season.

So you could start to see this momentum building. And, and, and you know, Kelsey Mitchell’s been here a long time as well, doing great things for the league. So as more visibility was on the Fever, and then you land the number one draft pick, which, and then Caitlyn declares, you know, that just again.

Escalates everything really, really quickly. And again, I gotta give a lot of credit to everybody. In the PS and e organization. We’ve got a lot of tenured people, ticket sales, sponsorship marketing business leaders. Our CEO, Mel Rain has been with the organization a long time you know, really laid a great foundation for us.

And now it’s about maintaining. And when we talk about using the spotlight to, tell the stories of our other players. It’s about [00:16:00] the connection. And I’ve always believed that we have a lot of great, every story is great. A great one. When you talk about the WNBA, if it’s Airie McDonald, who we picked up off of, you know.

Brought her in for a hardship and she comes in and kills it for us and then we sign her to rest who season contract. That’s an incredible story that someone and multiple, you know, new fans are gonna relate to and connect to that. Then ties back to becoming a Fever fan for life. And the other piece is, this is really generational for me.

I mean, I think about my journey as a St. Louis Cardinals fan. It’s because of grandpa and dad. You know, I love the Cardinals because I had no other choice. And we’re now sort of in this first run of, you know, generation of young girls now bringing their daughters and sons out to games. And oh, by the way, you’ve got this.

This incredible spotlight and more visibility around the league do in large part to, you know, Kaitlyn coming into [00:17:00] the Fever and coming into the WNBA. Again, it’s just a multiplier effect. It’s not about mm-hmm. Necessarily doing anything differently. It’s just about continuing to do things at a faster pace and at a higher level for more people.

Jeff Nelson: That mul multiplier effect I think a lot of people. Look at the Fever and think about if they were in your shoes, right? Like they just see dollar signs, like, oh, we can, like our sponsorship, our ticketing, every revenue stream. Now we can go attack and see massive growth. And I think sponsor United Reported Sponsorship being up, I think 71% year over year I think your average attendance is higher than the Pacers.

How do you. Approach the revenue opportunities and how far to push, push the boundaries on what you’re gonna now charge sponsors, what you’re gonna charge [00:18:00] season ticket holders or the individual game buyer. I mean, it’s, it’s for the w to a certain extent, unchartered territory on how much you can push there.

Amber Cox: Well look, I think, I think the really fun part of this is that it’s a, every day, it’s sort of a, a new opportunity to, to look at where we’re at because it is evolving so quickly. So, you know, when you talk about sponsorship, it, you know, it’s always gonna be about strategic fit. We want people coming in who believe in the mission of elevating women’s sports and elevating our players.

So, you know, we’re always gonna. This organization has always taken that into account and we’ve got some incredible partners. We’ll continue to, you know, look for opportunities to add and new assets. I think that’s really, you know, where the creativity and the fun stuff starts. Because for so long we’ve been focused on the very traditional aspects of, you know, growing our revenue.

We gotta make sure, you know, we’ve sold this X number of tickets [00:19:00] or you know, we’ve got these primary assets sold, you know, we’re there. So now we can really get creative when you’re talking about, you know, what are we doing with our digital content? How are we, you know, storytelling again, what are some things around the game?

I mean, when you talk about the Fever now, people are utilizing, you know, their vacation their discretionary income to fly in and make a weekend or a multi-day stay in Indianapolis. It’s around a Fever game. Yeah. So what are we doing? What are we doing around that to really elevate the fan experience.

So it’s not just game day, but it’s all the things around it. And I think All Star was a great, showcase of that. We have so many great businesses, downtown, restaurants. I mean, it’s just really a great fan experience to be here multiple days. But that to me is the exciting part, is we are at a point where we can, you know, you never wanna take your eye off the ball when you’re thinking about those traditional, revenue streams. But you know, I think it gives us the opportunity to really start [00:20:00] thinking creatively about what else can we do because we are at this moment in time you know, that we can, which is exciting.

Jeff Nelson: Is there an example of something that you feel like you’ve been able to do new or different creatively that maybe you weren’t able to do at previous stops that that has been successful?

Amber Cox: Yeah, I mean, I think, and, and this is not necessarily new, but there is a, a real commitment to storytelling through our channels and our digital content. And I think the commitment to, the number of people you know, the quality in terms of, you know experience that we’re bringing in allow us and then, you know, the people that are committed to our games, right?

Or traveling with us, that allows us to really give fans a peek behind the curtain and create new assets that then we are able to offer as a pass through to partners. Like, I’ll give an example. Cheez-It. They’re such a fun brand and have come in and done some, [00:21:00] you know, traditional assets. They’re on the court for our local games.

They’re on our practice jersey, but. They are the sponsor of the half court shot. You know, that sort of started many years ago as just this fun thing among the team. Now it’s a great piece of content. Fans love to see it. And it is an asset, you know, that we are able to pass through to a partner.

’cause again, it’s getting a lot of engagement. Fans love to see the celebration among the team. Again, that is not new, but it’s a new way to think about it and a new way to again, sort of tie a great partner to it.

Jeff Nelson: Content as it has evolved. I think for an agency like us where we’re often measuring the value that you can bring to a partner through this content and or ideating with whether it’s a brand client about things they would want to do with their, their teams or with teams on what they can offer one of the.

Things that I think somebody in my position has less exposure to, [00:22:00] that I’m really curious about is how you manage what you ask of the team and of the players in terms of. Their willingness to participate in that content whether it’s something they already do, but now there’s gonna be a camera up close or something you’re asking them to do that might be new or in addition to kind of the norms of their day-to-day.

How do you manage those, asks that relationship and make sure you kind of, I guess thread the needle of being able to do this, this behind the scenes content, or create things that are new without stepping on toes or ruffling feathers.

Amber Cox: I think the great thing about, again, going back to the piece of, you know, we, I.

Because there wasn’t early on the traditional media coverage, those storytelling through our own channels became so important. I think the players have recognized that. Players of the W, you look at how they’re [00:23:00] building their own brands and the level of engagement, so they really understand, you know, the value of that.

But it is, you know, it’s a conversation. They’re there to do their job, which is to win basketball games, and so it is. A constant conversation based on where the team is what’s going on around the team. You know, the level of comfort that, you know, the head coach may feel in a certain situation, whether it’s in the locker room.

I mean, you know, after a win, Steph is very comfortable that our camera’s following her into the locker room. Some coaches may not be that. Have that same level of comfort. It, it really is an individual conversation. But in terms of being behind the scenes I think our players, welcome that for the most part, you know, they love the, the photos and they’re sharing those and we try to portray them in a great light.

And it is a level of trust, right? Like we earn their trust by showing that we’re never gonna put them in a bad light. It is about showcasing them as, you know, great stewards in our community. A great [00:24:00] teammate, and obviously doing their jobs at a really, really high level. So, you know, it’s a constant conversation again, depending on what’s going on.

And, but for the most part they’re great partners in this.

Jeff Nelson: That was a lead in to the fact that you’re both the COO and the gm. ’cause I was interested how you would answer that on the business front versus the basketball front. And it’s fascinating to hear the GMs also have that kind of relationship and camaraderie still.

Either of those roles could be a, a full-time job of course, unto itself. How do you manage. And and how do you shift between both? That’s, I mean, you read any research or books about workplace effectiveness and one of the big, you wanna get into a flow on one thing and really be able to think about one thing as long as possible.

I would imagine in your job, that’s just not often reality. You have to be shifting back and [00:25:00] forth. How do you, how do you manage that?

Amber Cox: Well, again, I, I credit the fact that I have Kelly alongside me in this journey. You know, she’s the president overseeing both as well. So there are moments where it’s a little bit of divide and conquer depending on what’s going on.

And on the business side, again, we have such a tenured staff and people who have been around for so long. You know, and for me in the first year, it’s a lot about learning. I’m not gonna come in and, you know, start saying. We need to change all of this. Why would I do that? I mean, they’ve, they, everybody’s operating a re a really high level.

So it’s being a resource when I can be a resource. It is a balancing act, especially when we’re in season and I’m on the road. So, you know, it’s more Zoom meetings that I’d probably like to take. But certainly again, it has worked well and I think, I think there’s a great connector there too, when you talk about building our brand, understanding the basketball side and understanding, you know, the players as we continue to try to grow this thing with a, with a young [00:26:00] core, having the foot in the business side as well.

I think, you know, the two are intertwined and we wanna make sure that they re remain really connected. And I wanna make sure our business, the business side of the house always has access to our basketball side. ’cause that’s been a unique piece, right? We’ve known that the two had to be really tied for us to grow for so many years.

And there are things about that that I don’t wanna lose. So I think having a foot in both camps is really, really important. But certainly I’m not doing it on my own. There are a lot of people involved that are keeping the train moving forward. Really talented people on the business side. And again, I’m really lucky to have Kelly as a partner in both

Jeff Nelson: the attention that goes to Kaitlyn.

Which if I were in, if I were in your shoes, I think I would get frustrated and annoyed by how, how often people like me right now focus on her. And it’s a team sport. We all know that. And [00:27:00] it’s not hard to look at past. WNBA champions, NBA champions college basketball champions, and know that like you have got to build a full team.

That team needs to play well together. There has to be chemistry. This is right. This is not certainly a, a one person sport. How do you manage that? I guess from a. Communications standpoint, storytelling standpoint, because it, it is good for the business side in many ways, but you’re trying to also keep that focus on the team and the chemistry and build a champion and Yeah.

Is that, am I right that it gets frustrating once in a while when people like me are always focused on one player.

Amber Cox: Not really. I mean, look, I, I love to talk about the impact that Caitlyn has had and in large part due to the person that she is, and she is the [00:28:00] first to be team first. She is gonna do all of the things that need to be done.

Every media availability. You know, there is not something that we’ve asked her to do to help the team as a whole that she has not been willing to be a part of. You know, she was engaged in, you know, free agency where we needed her, as was some of our other, you know, bigger stars. So I love that about her and I love to be able to give her her flowers.

But she is team first, first and foremost. She’s the verse that will tell you that and wants to be a part of helping us build you know, a winning, a winning team, you know, and putting the right people around her. And to your point, I think it is just being cognizant of the young core that we have and trying to do our best to put the talent around them that makes sense based on the style that Steph wants to play.

You know, it’s all the things that every general, general manager wants to do and. I would say, you know, Caitlin is a, a great partner in that as we’re building the, the brand and again, is, is willing to do just [00:29:00] about anything. So I’m certainly grateful that we have her and recognize, you know, the impact that she has had on us as a a, an organization and certainly the league as well.

Jeff Nelson: This is an all-encompassing job you have. Thinking about the business side, thinking about the team, and obviously the very nature of, of sports is a nights and weekends type of business. I’m curious when you, when you do try to detach, when you have time for a vacation or you’re gonna try to kind of turn off your brain I would imagine inevitably it still can wander back to the job.

And I’m curious, does it tend to wander back to the stresses? On the business side or the basketball side more often.

Amber Cox: It depends on what time of the year it is. You know, if we’re, we’re in the middle of obviously coming off all star and could try to make that second half push. And obviously, you know, [00:30:00] Caitlyn has is out for a period of time here, so.

You know, thinking about the basketball, but to your point, it is about having a foot in both camps. Mm-hmm. You know, already we’re thinking about the 2026 season, when you think about season ticket renewals we’re starting to think about, you know, what that, you know, you get into the budgeting, you get into all the sponsorship plans, you know, once you get to the second half of the season, you really start turning the page to the next season on the business side.

So it is about carving out time. To stay really focused and be in the moment thinking about what we need to get done moving forward. So we have a very, you know, strategic plan and a great vision for the staff to be able to follow. But certainly the basketball is very much in the moment. I don’t, I’ll let you know on that vacation if I’m able to ever take, shut my brain, brain off, but like, I love this.

I love this opportunity. I love this challenge. To me, it’s not it’s not work. I love the people that I work with. I’m passionate about this organization. I’m passionate about doing everything in my [00:31:00] power to make sure that we’re successful. So you know, it is important to, to probably step away at some point, but I’m loving it.

It’s, it’s been a blast so far.

Jeff Nelson: One other thing on your plate that’s interesting is the practice facility that’s getting built. Yeah. $78 million. State of the art. What’s really fascinating here is that it seems like the w maybe mirrors the collegiate space a little bit in the, in the respect of the maybe growing kind of arms race in things that aren’t just about.

What is, you know, in free agency who’s willing to pay you the most? There are these other things around like, what are we doing with facilities? How is this the best place to be if you care about playing great basketball? Can you just kind of [00:32:00] give us a sense of how you’re trying to elevate. What the Fever can offer to players.

Maybe fans too, but how you, how you’re trying to take everything to the next level, starting with this practice facility.

Amber Cox: Yeah, I mean, you know, we wanna be player first and player experience is so important. And, you know, the facility piece has become, you know, to your point, arms race, if you wanna call it that.

It’s, it’s really fun to see. You know, the each one is a little bit, you know, seems to take us another step forward. We’re really proud and excited of what we’re gonna be, you know, building here in Indianapolis. And I think, again, it speaks to the commitment of our ownership group. We wanted a facility that.

Is not only the very best the day that it opens, but the very best, you know, in five, 10 years as well. So we really tried to take everything into account and you know, there [00:33:00] are a lot more players that are staying stateside now. That’s a big change in the last even, you know, three, four years of the w for so many years, you would go, you know, nine months, six months, seven months and not see one player ’cause they’re all in another country.

Playing internationally, that’s not the case anymore. So I think it’s becoming more of a year round commitment to our players. Certainly, you know, your foundational players, you want them in market, you want them a part of community things. Becoming a part of the community. It was great to have, you know, Caitlin in Indianapolis, Lexi was around, Aaliyah was in and out.

So to be able to have, you know, cornerstones of your franchise. That goes such a long way once you get to the season because they’ve really become, you know enmeshed in the community and have had the ability, you know, to be in market and work out with our coaches and, you know, really get a head start on the season.

And I think you’re just gonna continue seeing that more and more as these facilities come online for ev each and every team. And there are more opportunities [00:34:00] for players, I mean. The, it was so cool. I thought one of the greatest parts about Allstar is just, you can really tell the appetite that fans have for content by all of the new podcasts that are launching.

I mean, you’ve got Aaliyah and Candace Parker, you’ve got Sid Colson and Theresa Placent. You’ve got the stud buds who are streaming live for 72 hours, and certainly, you know, Megan and Sue and everything that they’ve been able to do with their two podcasts. So I just, I love that, and I think as more of those opportunities become year round.

We’re gonna have those players in market and it, you know, we really think about, we have a great player relations person who’s leading the charge for us that all her job is all just thinking about how we can make the player experience better. That is off the court. That is, you know, they’re living how we’re managing their families when they come in, what we’re doing for their families at home games and away games.

All of that is so important and I think makes the experience at Indiana elevated and super unique and, and [00:35:00] we wanna continue to raise the var

Jeff Nelson: When you think about. Raising the bar. You are an organization that Right. Is under the same umbrella as an NBA team. And so, right, the NBA for many years now has been trying to raise the bar in the, what they offer the players, the everything that surrounds it, nutrition, things like that.

Yeah. And obviously you have, you have Mel, who you mentioned Mel Rains, who’s the CEO of Pacer Sports and Entertainment over both. How much. Do the Fever and pacers collaborate or work together? How much do you try to look at what they’ve already done or what you could do that either emulates or even surpasses them in certain respects?

How, how do you, yeah. How much interaction is there?

Amber Cox: Well, you know, we’re so lucky that it, it is, you know, a shared staff and on the business side. For the most [00:36:00] part, every single employee is working on both properties. I, and somebody asked me this like. If we felt any impact of the Pacers being in the NBA finals, you know, from a business standpoint and just resources, I, I can’t even tell.

We have an NBA team most of the time. I mean, that’s how committed and dedicated our, our business staff really is to the Fever. That we’re in the finals, these guys are just working like nonstop. And the commitment that they have to both teams and, and not wanting to let there be any drop off for either teams, I think is just tremendous.

And like nothing I’ve ever experienced before on the basketball side, you know, the resources are dedicated to each team, but that certainly doesn’t mean we can’t lean on you know, somebody on the pacer side if needed and vice versa. I think that basketball side is where we continue to see, you know, the most growth.

Dedicated resources and we’ll continue to see, you know, you talked about, you know, whether it’s nutrition or it’s, you know, strength and [00:37:00] conditioning, or it’s, you know, data analytics. Like all of those pieces continue to grow at a Feverish pace, pun intended. Mm-hmm. And we’ll continue to grow, but we’re really lucky that we do have, you know, the pacers down the hallway.

To lean on for expertise. And I think, again, I talked about Kelly coming back after spending several seasons in the with the Pacers. That time with the Pacers and just with the organization as a whole has allowed us, you know, that just the the information. That she brings and sort of the knowledge that she brings about how we’re gonna build this out in the next, you know, 2, 3, 5 years is really, really critical and really valuable.

So some dedicated on the basketball side but primarily shared on the business side. And we’re really lucky, you know, ’cause again, we’ve got everybody pulling, pulling all the weight for us at all times.

Jeff Nelson: Besides championships, when you think about the next [00:38:00] five years, how are you going to measure success for the Fever?

Amber Cox: Well, we need to maintain what we’re doing in Grove. You know, we love the sellout crowds every single night. So we want to continue doing that, providing opportunity for new fans to come in and also continue. Thinking about those fans that have been with us since day one. Again, I’m a, I’m, I’m a bit of an old head in this league, so I’m very grateful to the people who have been a part of the Fever organization and showing up since day one to, you know, the rough years and are still with us.

So we wanna make sure that we’re thinking about them and how we’re, you know, sort of managing when you talk about, you know, pricing and things like that. But I think it’s what we talked about earlier. It’s, it’s the new opportunities, the TBD things that are still out in front of us and reimagining what our business look like, looked what it looks like.

You know, it’s creating a, an experience around the game that may [00:39:00] extend a day before, a day after. It’s, I think from a w standpoint, the international opportunity, you know, that we’ve got so many more international players coming into the league now. And we have a head start again. We talked about players that have been playing overseas for so many years.

A lot of our players are well known. People are following, and our fans are used to following the international leagues, whether it’s Euro Basket or mm-hmm. So, so I think all of those things really bode for just continuing to, you know, stretch the brand beyond. The Midwest to be, you know, America’s team when you’re talking about the Fever.

And really just continuing to grow our opportunities stateside, but also internationally as well.

Jeff Nelson: And for the w are the goals, are they the same? Does it mirror that or do you think there’s anything when you think about what the league needs to do in the next five years that. You could isolate and say, if we can get to [00:40:00] here, whether that’s a metric, like if we can get average viewership for national broadcasts to here, or attendance, or maybe it’s more qualitative.

Is there something that you think is kind of a North star? For the league.

Amber Cox: Yeah. I don’t wanna put a ca, I don’t wanna put a cap on it. ’cause I think sky’s the limit and what we’ve seen is it’s been moving at such a, you know, breakneck pace. We hope that continues. So I don’t wanna put a ceiling on us in anything that we’re doing from a league standpoint.

And I think the expansion piece that’s been announced to such a huge part of it, just expanding our footprint is so big for, you know, not only more fans coming to games, but for that, you know, the broadcast piece piece, then the international piece. I think from a league standpoint, I think Kathy has voiced that too, as such an opportunity for us.

So, you know, again, just to continue to build our foot footprint stateside and internationally, I think from a team standpoint, but also the league is really the focus

Jeff Nelson: and I asked you to exclude [00:41:00] championships in those. The answer at least on the Fever. But now on the court, you mentioned earlier, right, you’re building around a young core.

How do you manage or set expectations internally with fans on championships, on, on obviously the, the success that you want on the court?

Amber Cox: I mean, we always, we step on the floor every single day with the mindset that we’re gonna win. And so, you know, the championship. Mentality has to be there. You know, whether we achieve that goal or not, it really is one day at a time and how we approach it and it’s just taking steps forward to get there.

And I think, you know, internally everybody is on the same page there. I mean, fans always want more and that’s, that’s why they’re fans and I’m, I’m here for it, right? Like, hold me accountable. Hold us accountable [00:42:00] to achieve those goals. ’cause it’s what, it’s what we all wanna do. So, you know, I feel.

Great about the team that we were able to put together this year. Their you know. Great veterans. When you talk about Natasha Howard and Sidney Colson and being able to bring somebody like Sophie Cunningham in you know, they have impacted us in such a positive way, not only from a, you know, on the court, but from a culture standpoint and what we’re building.

Like they want to be a part of it and really understand the goal in terms of, you know, just. Putting a new coaching staff together, bringing a new, relatively new whole, all new team together. Continuing to chip away at building that chemistry, you know, so we can be peaking at the right time.

But, you know, it’s again, a a day-to-day process. We’re gonna do the very best we can every single day based on what’s in front of us and the information that we’re giving. Health is such a big part of this. You can’t predict that, so you gotta adjust based on that. And then we [00:43:00] get to the off season and we see.

Sort of what new comes our way with new CB, A and all the things ahead of us and plan from there.

Jeff Nelson: Are you an executive that kinda lives and dies with each game, or are you really even keel?

Amber Cox: I I live and die with it in a lot of ways. I’m, I’m really tough to sit by. Like, if you wanna come and sit by me at a game and have a casual conversation, it’s not happening.

I’m not good at that. Yeah. But you know what I, I, again, I love our team so much. I love the players and I want them to, I see how hard they work every day behind the scenes, and it really just comes from a place of wanting them to have the success that I believe that they deserve. So that’s where the passion is really tied to.

It’s always coming from a place of positivity and you know, just again, wanted wanting to see them be successful.

Jeff Nelson: I love it. I love it. Let, let I’m the same way, even though I don’t have the job you have, just ask my wife about trying to have a casual [00:44:00] conversation with me during a Packer’s game, for example.

Yeah. Yeah. Well, I wanna close by learning a little more about you with some rapid fire questions. And I’m gonna start with one again that was not planned, but I have to ask. Favorite Stevie Neck song based on. The sun behind you.

Amber Cox: Gold does form Miss,

Jeff Nelson: what’s your bucket list sporting event outside the w

Amber Cox: this is a little bit of an asterisk because I did see the Chiefs win one Super Bowl in Phoenix, but I would like to be like 50 yard line to see it, you know, like great seats to see the chiefs win a Super Bowl.

So that’s the other team that I sort of like live and die with on a. On a daily basis as well. So

Jeff Nelson: you’ve been living a lot more than dying in recent years, so that’s nice. It’s

Amber Cox: it, I am not, I wanna be clear that I’m not a bandwagon fan. I have dating back to like the, you know, Trent Green. There were some rough years there, so I’m [00:45:00] gonna relish this right now ’cause I know it’s not gonna last forever.

But it has certainly been a lot of fun with 15 as our quarterback as well.

Jeff Nelson: Yeah. As, as well you should relish it. Best career advice you’ve ever received.

Amber Cox: The devil’s in the details.

Jeff Nelson: Hmm. I’m gonna ask a follow up there. ‘Cause I love the conflicting the devil is in the details versus don’t sweat the small stuff.

Do you believe in both of those or you think you gotta sweat the small stuff?

Amber Cox: I think you gotta sweat the small stuff. ’cause I think it’s the 1% is the difference. Mm-hmm. In so many ways. So, you know, the smallest. Margin and what you know, we’re talking on the court. Especially in a league like ours that’s so competitive, the best players in the world, the smallest thing can make all the difference in the world.

So whether it’s on the court or off, I truly believe that that’s how you separate yourself is by those, you know, those small details.

Jeff Nelson: Is there anything in addition to [00:46:00] that that’s specific to. The women’s sports wave in, you know, I shouldn’t call it a wave. The women’s sports emergence in the last few years.

For somebody who has a passion for women’s sports, wants to work in women’s sports, a piece of advice you give them.

Amber Cox: I mean, I think it’s, you gotta be willing to do the internships. The volunteering. I al I come from a small college background and I think I had to do every job. Like if the PA person didn’t show up, I was the pa.

1. You know, so I was the line judge. If the line judge didn’t show up for the volleyball, like you had to do everything. And that was so valuable because I kind of became a jack of all trades and then, and then was able to really start to specialize as I, you know, grew in my career. So I think things like small college sports, minor league sports are great opportunities to get your foot in the [00:47:00] door, whether you’re volunteering or interning.

But there’s really no job too small when you’re starting out. And that networking that you start as a young career in your young career pays true dividends. ’cause if you get in and you work hard as an intern and you make those connections, like people like me, people like you, like we remember that.

And that bodes really well typically for someone who has that mindset coming in that you’re willing to do just about anything to get your foot in the door and grow in the industry.

Jeff Nelson: If I have one meal in Indianapolis, where should I eat?

Amber Cox: Blue beard.

Jeff Nelson: Blue beard. Yes. It’s unbelievable. What am I getting?

Amber Cox: Pretty much anything on the menu is very, very good. Any of the pastas I would highly recommend.

Jeff Nelson: This is a recurring selfish question I ask with guests because whenever I go somewhere, I basically plan around the meals. So [00:48:00]

Amber Cox: that’s helpful.

I’m with you. We had a great spot. I’ve started to say it, and they’re like temporarily closed, like a brunch spot. A big brunchy person. So there’s another, I’ll give you Oakmont. I’ll give you two. Okay. If brunch is Oakmont, blue Beard is blue beard is your dinner spot.

Jeff Nelson: Okay. And then, but you

Amber Cox: can’t go wrong.

There’s a lot of great places to eat. In downtown.

Jeff Nelson: I love it. Last one is just is there any habit you have a leadership habit, a personal habit, something that’s been a ca, a game changer for you that any, any of us in a leadership role should consider implementing?

Amber Cox: It sounds very cheesy, but I would say just trying to have gratitude every single day that I have the opportunity to do this.

You know, we can get caught up in what’s difficult or the task or the challenge that’s in front of you and lose sight of the fact that we get to do this every single day. [00:49:00] And I think that is I. If you can keep that perspective that keeps, keeps the joy, you retain the joy of doing this job day in and day out.

’cause it is 24 7 and you have to be ready for the phone call at any hour of the day. But when you really remember your why, and for me it’s always been elevating the platform of the women of this league. I’m so passionate about you know, what tremendous people they are. That they are changing the world in such a positive way.

This league has changed the world in such a positive manner, the way we view women. I think it is the ultimate example of equality. They’re earning a living, playing basketball, and now doing all the other things surrounding it that they deserve and getting all the notoriety that they deserve.

So it is remembering my wife having gratitude. And as I’ve gotten older, I think. The other one that’s become really, really important is just the mentoring piece. I love the young people now that are coming [00:50:00] into the league. When I started, it was all about the W as a stepping stone to get to the NBA or another men’s league.

And now there’s so many people coming into the league that just wanna be a part of women’s sports and what’s happening in the w and I love that and I wanna foster that in any way that I can. So I gave you more than you asked for there, Jeff.

Jeff Nelson: I am going to end with gratitude. Thank you, really. I really am grateful for you making the time to join us and share a little insight into your career and your world.

You you’re four stops now. In the league. I hope it doesn’t sound too cheesy, but when we look at that sign behind you, and when we think about the business side of the w right, there are, there are people who are going to be remembered for having helped to. Turn the league into what it has become and has the potential to become now here in the subsequent decades.

And you’ve certainly had a, a big [00:51:00] hand in that, so I appreciate that. Yeah, it, it’s really. It’s really great to talk to you and best of luck on the rest of this season. I hope. Thank you. I I like everybody else now have a bucket list to go to, a Fever game, and if I have that chance, I will not try to talk to you during the game, but maybe before or after,

Amber Cox: we can start, before and after we can, we can hit a, a, a brunch like the day before.

Perfect.

Jeff Nelson: Well thank you again to our, to our listeners, if you have any questions or comments, please, please follow up, reach out to us. My email is Jeff@NVGT.com, and you can also connect, of course with me on LinkedIn or on the Navigate page. Again, this is Jeff Nelson with Navigate Joined by Amber Cox.

Amber, thank you.

Amber Cox: Thank you for having me. It’s been a lot of [00:52:00] fun.