Chris Lencheski, “Motorsports in the Blood”
Chris Lencheski, also better known as “SKI” in the industry is a true serial sports Entrepreneur from his early days around the Atlanta Olympics to his very successful years across global motorsports. SKI & Company left its mark on the industry on many levels and Chris till today continues to shape the industry. Great insights and learning from his own businesses to the various groups he worked with over the decades (Comcast Spectacor, TPG Speciality Lending, MyyTake India), including an interesting opinion on what happened to MP & Silva. Listen and learn. Key Highlights Starting at The Easton Events Company (spun out from United Media) – involved in the Atlanta Olympic Games and developing the protection of the marks, oversight of licensing rights, building activation plans, a great way to learn the ropes Delos Associates – first Entrepreneurial venture exclusive event marketing and management company for 1996 US Olympic Team Trials for Cycling; developed Official Corporate Marketing Partners Program first look at motorsports Next stop, CMDC (Chesapeake Motorsports Development Corporation), oversaw advertising, marketing, sponsorship, licensing, real estate, development, co-partnership, sanction, and television deals involved in big Pepsi deal for new Venue (NASCAR track) MFP Agency (Marketing for Fun & Profits) – first time CEO working for someone else (Legendary Rod Campbell) Rod Campbell, founder of Campbell & Company (exclusive agent of Ford Motor Company’s racing efforts globally) MFP, was separate entity involved in other motorsports ventures Indycar, F1 (lots of new learning experiences from Rod Campbell) Next up, TSI Agency for a few years Strategized commercial aspects as COO for organization that fielded teams in NASCAR Busch Series and Winston Cup competitions for Christian Fittipaldi and Kenny Wallace Created the "The Cadillac Grand Prix" with George Debidart and the late Don Panoz (founder of ALMS), the first racing event in Washington, DC – comparing with the KL City Grand Prix in Malaysia where TSA was involved SKI & Company – back being an Entrepreneur General Motors (GM) had a problem and Chris had the answer – great story on how the company got started by helping to fix a problem for the largest automobile company in the world GM’s mishap in Golf – bidding against itself for a major sponsorship How a white paper turned into the assignment as “Global Agency of record for GM Racing”, developing strategies country by country, brand by brand (from Vauxhall, Opel, Holden, to Chevy - fingers in any and all with blessing from GM) GM’s large interests in motorsports around the world, including NASCAR, F1, Le Mans, etc Growth comes at a cost – selling the business to principals of former CSS Stellar Phoenicia Sports & Entertainment (live after SKI&Company) – transferring the learning and philosophy Involved across Motorsports and Football/Soccer (Bologna) Next stop, President of Front Row Marketing & Analytics (a Comcast Spectacor company) Operated the stadia, sports media commercial rights and entertainment agency inside the greater Comcast ecosystem Being part of a huge group and the pros and cons of it - picked up big clients Americas Cup, EPL Teams, French Football Championship Trophee Game (NYC), etc. IRG Sports & Entertainment – A TPG Specialty Lending Group company , involved in change management From Drag Racing to race tracks around the world & bringing ESPN back and growing Australia business rapidly. MP & Silva – Senior Advisor to the Board – Chris’ observation as an Advisor to what happened? Everbright Securities & Beijing Baofong investment (at the time of China’s big push into Football/Sports globally) Lots of senior leadership was let go and/or advice was being ignored by the Chinese leadership which had different ideas Story not finished yet Current role at Winning Streak Sports (a Granite Bridge Partners company – linked to Wafra - Sovereign Fund of Kuwait) Num