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work as the basketball team's strength and conditioning coach, has become a valuable asset to the Kansas basketball brand.
"You could see right there she had a presence about her and a way about her that definitely would be respected by any and all athletes," Self said of his initial meeting with Hudy. "She's done a great job, and she's become probably one of our primary recruiting tools."
Following Self's remarks, Ted Leland, Athletic Director at the University of the Pacific, spoke on the topic of developing and managing high-performance teams, specifically in college athletics. Leland has worked in college athletics at universities such as Dartmouth and Stanford, before joining the University of the Pacific. "For us I think, in athletics,
we have to be very conscious of and identify 'who is your audience?," Leland said. "For me, the number one audience is recruits. So if you're going to change a program, you have to change the athletes."
Following Leland, a panel headed by Hudy and Leland discussed questions asked by play-by-play voice of Sporting Kansas City Nate Bukaty. Hudy briefly touched on the culture of Kansas Athletics as a brand.
"The Jayhawk kind of sells itself at this point," Hudy said. "I think we're great at what we do, but every year we get better. Whatever that edge is, whether it's physical training or how we approach things mentally, we have to get better every year."
Cliff Illig, co-owner of Sporting Kansas City and co-founder of Cerner, headlined the second panel. The
panel focused on the importance of corporate partnerships as they relate to brand promotion in the sports business world.
"We really base our partnerships on our values, you know, winning with character and winning with community, inspiring our fans and honoring tradition," said Tyler Epp, another panelist and Vice President of Business Development for the Kansas City Chiefs. "That's how we make our decisions in our building. If we can't find a synergy or a value match, with at least one of those, if not all four of them, the partnership isn't going to work."
The primary speaker of the next panel was Sparta Science CEO Phil Wagner. Wagner mainly spoke on the relationship between technology and the culture of a brand's image.
"For that culture [to be
successful], it's got to be transparent across all the staff, all the players, everybody interacting internally with the brand," Wagner said. "Accountability has to be held to everybody, staff and athletes. And the [Sparta Science] technology has allowed us to help organizations find and support those objective processes."
ESPN reporter Holly Rowe headlined the final panel, focusing on the relationship between sports media and the business side of sports.
This was the first year of the conference, but Business School Dean Neeli Bendapudi said she expects for it to meet again in 2017.
Kansas coach Bill Self addresses the crowd during the "The Business of Sports: Brand Matters" conference, held in the new Capitol Federal Hall.
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