From working at major events including FIFA World Cups, Rugby World Cups, and Champions League Finals to overseeing Visa's hospitality programs at the Olympics and Paralympics, Simbi’s experience in sports has been anything but ordinary. Keep reading for insights into her journey and her advice for aspiring professionals.
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Can you tell us a little about yourself and when you knew you wanted to work in sports?
Sure, hi. I’m Simbi, and I work at Visa as a Business Operations Director for the Olympics. I’ve been in sport for about ten years, predominantly working in sponsorships across major global events such as the FIFA World Cups, Rugby World Cups, and Champions League. I have always loved sports deeply and did athletics to a decent level back in the day, but initially, I did not pursue a career in sports; it just didn’t seem like a viable option. I’m Nigerian, so naturally, I wanted to be a doctor. When I was 16 or 17 years old, the combination of performing badly in chemistry and having a negative work experience in a hospital meant that I gave up on being a doctor and started looking into a career I was passionate about, leading me back to sports.
What was your first job in sports, and how did you get that opportunity?
My first job was in Deloitte’s Sponsorship Team during the London 2012 Olympics Games. It was during my placement year, and to this day, I thank God for that opportunity because it opened my eyes to how big the industry is. Being a part of a home Olympic Games was also a dream come true. During my university course, I had been looking into placement year internships but had no luck; I kept either getting rejected or would receive no responses at all. At that time, pretty much everyone was trying to get into a ‘Big 4’ company, and Deloitte posted a job specifically for the Olympics. I applied straight away and had to do those psychometric tests that I really disliked, but I made it through. I practised those tests again and again and again! When I interviewed for the role, I had no real work experience to speak of as I never had a job before apart from stacking shelves in M&S. But, I later found out that one of the reasons I was hired was because I had been really active in my university, planning events as part of my ACS team and as the Careers Rep for my department. These things turned out to be what set me apart from others.
You worked at Octagon for 7 years. What did your previous role in Strategic Operations entail?
‘Strategic Operations’ is a division in Octagon that I had set up following years of experience working on many major events. Over time, I developed a unique technical skillset that significantly improved the operational effectiveness of our teams across events. The creation of the new department meant that we could cover more events and have a greater impact as my team grew larger. My event history at Octagon covers x3 Rugby World Cups, x3 Champions League Finals, x2 FIFA World Cups, as well as UEFA Euros, Confederations Cup, Super Bowl, Wimbledon and Paris 2024 prior to moving to Visa. Prior to my Strategic Operations role, I had experience in Account Management, working across hospitality, activation, consulting and even production, so it was very varied. I think it was very valuable to have that variety of experiences earlier in my career as I got exposure to a wide range of partnerships and was able to be well-rounded before specialising in an area I was most interested in.
You are now at VISA; what do you do in your current role as Business Operations Director?
In my current role at Visa, I work for the Europe CEO and am responsible for overseeing the European Client Hospitality Program for the Olympic and Paralympic Games on her behalf. For the Paris 2024 Games, this meant coordinating the Olympic experience for Visa’s top clients across the continent. Elements range from ensuring we are approaching the right clients and making sure our business processes are completed in a compliant way, but also working out how we can tell the wider story of Visa’s involvement in the Games and help to create an environment where we can build deeper connections with our clients through an unforgettable experience.
What is your favourite thing about working at VISA?
My favourite thing about working at Visa within sports is that few (if any) brands have a better portfolio of sports partnerships (IOC, FIFA, UEFA, F1, etc.). As someone who loves working on major events, it doesn’t get better.
What are three skills you think are essential to your role?
The first would be interpersonal skills; you need to be able to communicate well and work well with others. The second would be initiative, taking the initiative instead of waiting for instruction. Finally, stamina and a strong work ethic – when it comes to working on major events, this is a must.
What would you say is one misconception people have about your role/ working in the sports industry?
I think people can sometimes think of major events as just a dream lifestyle; they see Instagram and wish they were there but don’t know or see that you can be doing 16 to 20-hour days for weeks at a time, be away from home and loved ones for months, and dealing with really intense (sometimes even unpleasant) environments. Don’t get me wrong, it is incredible to be there and a massive privilege, but it comes with a price, and I think some people would be surprised at how big that price can be.
What do you look for from applicants when hiring for internships and entry-level positions?
Personally, I look for examples of the skills I mentioned above: interpersonal skills with good communication, examples of where an applicant has taken their own initiative to do something positive, and examples of where they have shown dedication and stamina to see something through. One of the common things that applicants do that I’m not a fan of is talk too much about how passionate they are about sports. It might sound counterintuitive, but whilst I appreciate the sentiment, this alone is not a differentiating factor. There are so many people who are interested and passionate about sports, but what sets you apart? What else are you bringing to the table? For example, in an application or interview, instead of only talking about how much you love football, put emphasis on other areas, like how enthusiastic you are about learning about the industry, partnerships, or the commercial side of the game.
Have you faced any challenges or obstacles in the industry as a woman of colour? If so, how have you been able to overcome them?
One of the biggest challenges can be dealing with feelings of isolation. There are not many of us, and we have to be able to deal with being the only woman and/or person of colour in a room at any given time. I think this becomes even more prominent the more senior you get. It can also be hard when you don’t have someone to look up to who represents you and helps you believe it’s possible to make it to the top. In terms of overcoming it, personally, I think it comes down to perseverance. The motivation to continue might not always be available on the outside, so you need to have the internal willpower to continue. I think when you love what you do, it also becomes easier to overcome these things and motivate yourself. Lastly, even though there are not many of us, we do exist! We have a community and support each other even from afar, so you don’t have to deal with everything on your own. Guaranteed, there is someone just like you who has been through it or is going through it right now, and you can support each other.
What more do you think needs to be done to improve diversity and representation in the sports industry?
I’m a firm believer in change happening from the top of organisations. No sustainable change will happen unless senior management and executives across the sports ecosystem truly get behind the transformation needed to impact the industry. I do believe people like myself have a responsibility to continue to keep these matters front of mind. There are things that you and I can do to ensure that we are creating community in the environments we work in, but let’s not get it twisted—that can only go so far. It takes policy, strategy, resources, and dedication from the top down to really bring about the improvements we’d all love to see.
What advice would you give to a young person with a background similar to yours looking to enter the industry?
Firstly, I would say the industry needs you, just as you are! Don’t feel like you need to change yourself or be someone else to ‘fit’ into the industry. I like the formula ‘Success = Opportunity + Preparation’ – if you haven’t yet found that great opportunity in the industry, don’t give up. Keep developing yourself and gaining experiences that give you transferable skills so that when that opportunity does arise, you are ready to grasp it. Lastly, don’t look down on or waste any opportunity you get. It is a small world, and the sports industry is smaller. When you have a chance, go above and beyond, work hard, and leave a good impression. You would be surprised who might even come knocking at your door when you build a reputation of being great.
If you were to choose one person to shine a light on in the industry, who would it be and why?
Javan Odegah, who works for Leaders in Sport. He has been doing amazing things in building up community within the Sports Industry, using his platform to elevate others and helping to make the connections that have lasting impact on individuals from underrepresented backgrounds.
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