• Loading stock data...
Thursday, March 28, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

Meet the Rising 25 Class of 2018: Katrina Palanca

1. Tell Us About Yourself and Your Current Role

I am originally from Guam and took a chance on New York City straight out of college in 2014. With nearly nothing in my pocket, I moved to the city and started my career as an Executive Trainee at Ruder Finn, a PR firm. There was no guarantee of a full-time position after the four-month program, but I worked hard to make myself a valuable member of the team and was fortunately offered a full-time position when the program ended. Working in sports has always been a dream of mine so when I saw an opportunity at Brooklyn Sports & Entertainment – which operates Barclays Center and the Brooklyn Nets among a portfolio of other franchises – I reached out to the hiring manager and threw my hat in the ring.

Three seasons later, it’s exciting to be part of an ever-expanding company. Today, sponsorship is about more than just throwing a logo up on a sign. My role as Global Marketing Solutions Manager for Brooklyn Sports & Entertainment is to develop 360-degree platforms that meet our partners’ marketing objectives. It starts with a deep dive into the brand we’re pitching – taking part in a discovery call with the brand, reading through social media handles, press releases, news articles – anything I can get my hands on. With an in-depth understanding of the brand, I find crossover between the brand’s target audience and our fanbase. From there, I create surround-sound campaigns by identifying specific fan touchpoints and building branded interactions around those moments.

2. Where do you see yourself in 15 years/dream job?

The international growth of the NBA, particularly in Asia, is an area that really excites me. Growing up on that side of the world, I’ve witnessed the passion fans have for both playing and watching basketball. What I love about the sport is that all you need is a ball and a hoop to start playing. I’ve seen kids play the sport in alleys, dressed in tank tops and flip-flops.

In 15 years, I see myself working firsthand in growing the sport of basketball in the Asia Pacific region. Though their enthusiasm rivals that of the American fanbase, the approach to all facets of the business has to be different – from broadcast to sponsorships to merchandise. I envision myself being part of a movement that mobilizes the NBA’s international fanbase, developing the business of basketball while bringing global fans closer to the game.

3. Who is your mentor at this point?

I have to give a shoutout to Jen Mercer and Keisha Wright. Jen was one of the first managers I ever had, and Keisha is the woman who gave a girl with no sports experience a chance at the job. I learned so much from working with these two women and continue to be inspired by their intelligence and confidence. When I am at a crossroads in my career, they are a text or email away from hearing me out and helping me sort through the challenge. Thank you, ladies!

4. What’s one thing you’ve learned early in your career that you didn’t know until you started working in the industry?

From digital to game presentation to sponsorship, so much of the magic happens off the court. Working in the industry has opened my eyes to how many people, teams, and departments it takes to run a franchise.

5. What does winning the Rising 25 Award mean to you?

I am so honored to be receiving the Rising 25 Award and to be named alongside this year’s lineup of winners. The industry’s emerging leaders will shape the future of the business, and it feels amazing to be recognized as a player in what’s next. Thank you to Front Office Sports for creating this platform to recognize the industry’s next generation.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Fox Sports Eyeing LIV Golf’s U.S. Media Rights

Fox canned LIV CEO Greg Norman as its lead golf analyst in 2016.
exclusive

ESPN’s Maria Taylor At ‘Half-Yard Line’ of Deal with Rival NBC

ESPN’s Maria Taylor is nearing deal with rival NBC Sports, where she could work on ‘Football Night in America,’ Notre Dame and Olympics.

A Conversation With the Exec Behind ESPN’s NHL TV Coverage

Mark Gross is leading ESPN’s first NHL broadcasts in 16 years. He opened up about his strategy in an interview with Front Office Sports.

As NBA Embraces Private Equity, Minority Stakes In Warriors and Spurs For Sale

Minority stakes in the Golden State Warriors and San Antonio Spurs could be up for grabs just as the league embraces private equity investors.
podcast thumbnail mobile
Front Office Sports Today

MLB Opens Season With MLBPA, Ohtani, and Ownership Dramas

0:00
0:00

Featured Today

March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.
March 26, 2024

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.
The Sports Illustrated cover signed by Derek Jeter and Alex Rodriguez, February 27, 2019, at Don & Charlie's, 7501 E. Camelback Road, Scottsdale. Don Charlie S
March 24, 2024

Everything You Need to Know About the Ongoing ‘Sports Illustrated’ Saga

Understanding the strange state of affairs for the nearly 70-year-old publication.
March 23, 2024

The Good, the Bad, and the Ugly: Inside the Big East’s Bizarre Online Subculture

Peeling back the curtain on the ‘phenomenally weird’ Big East online ecosystem.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
Spotify
Multiple - USA Careers
Sponsored

Temple Takes Your Sports Career to the Next Level

If you want to break through to the C-Suite , Temple University’s Executive Master of Science in Sport Business can help you up your game and accelerate your career. 
Sponsored

Networking With Purpose

Investing in the Ohio University PMSA unlocks access to one of the largest sports business alumni networks in the world.
Sponsored

University of San Francisco Is Your Ticket to the Game

Rated the No. 1 Sports Management program in California, USF has been a leader in educating industry professionals for more than 30 years.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
Sponsored

UMass, McCormack Department of Sport Management Introduce Groundbreaking Women in Business Course

UMass’s Mark H. McCormack Department of Sport Management has announced the addition of a Women in Business course launching Spring 2021.
Sponsored

Sacred Heart University Gives Athletes and Students Hands-On Learning Opportunities

Professor Matthew F. Moran is training the industry’s next generation of exercise scientists at Sacred Heart University.
Sponsored

Ohio University PMSA Prepares Sports Professionals For New Normal

Two alumni of the Ohio University Professional Master of Sports Administration explain how they feel prepared for the future of sports.
Sponsored

Temple’s Sports Business Master’s Program Gives a Sports Media Pro Unique Perspective

Temple’s School of Sport, Tourism & Hospitality Management gave Sean Hanrahan the tools to elevate his career even after 30 years in the business.