Before Autumn Bolton dreamed of planning promotions or coordinating game-day operations, she was a kid scanning the stands to see if her dad made it to her game. He always did.
Her family was very sports-oriented as she grew up, playing many sports and attending Philadelphia Flyers games. Back then, Bolton didn’t know that you could work in sports without playing on the field or taping injuries.
It wasn’t until her senior year that a passing comment from her dad about a sports program at Indiana University of Pennsylvania (IUP) opened a whole new world – one filled with marketing, promotions, and fan engagement. The suggestion became the starting line of her career in sports.
“While I was at the [IUP], I had a marketing and promotions internship, where I worked with basketball and football,” Bolton shared. “That’s where I started throwing the t-shirts out at halftime and helping with the marketing to get students to come to the games.”
Though she enjoyed her time at IUP, Bolton didn’t feel that she got the sports experience she needed to get a full-time job. So, she decided to go to grad school. Bolton went back to Philadelphia, where she’s originally from, to attend Temple University. It was there that she earned a Master’s in Sports Business with a concentration in Marketing and Promotions.
During her time at Temple, her career took off. She got an internship with NBC Sports and the Philadelphia Flyers, a part-time job with the Philadelphia Eagles, and worked as the GA Marketing Assistant for Temple Athletics.
When the COVID-19 pandemic disrupted the sports industry, Bolton took on odd jobs to stay afloat while continuing to network and sharpen her graphic design skills, preparing for the day sports returned. One day, the Assistant Director of Marketing for Athletics position opened up at the Air Force Academy.
“Luckily, I had networked way before COVID happened with who would have been my now boss at Air Force. And I interviewed, and I ended up getting the position,” Bolton shared with a smile. “So I moved to my dream location of Colorado Springs, Colorado for my dream job working at the Air Force Academy.”
After nearly three years at the Academy, Bolton sought new challenges, ideally in hockey, a passion she had discovered while at Air Force. So when the Director of Marketing and Game Presentation position opened with the Iowa Heartlanders, she jumped at the opportunity.
After a year of working with the Heartlanders, her position changed to Director of Game Presentation and Events. In this position, she is essentially the “director” of the video board, lighting, and music, calling the scripts for those elements on game days. She also comes up with themes, promotions, and giveaways for the Heartlanders.
Bolton credits a lot of her success so far to networking.
“When I was breaking in [to the sports industry], I knew I felt like I was qualified, but there’s so many other people just like me. So that’s why networking is so important, because if you have an in or know someone at that company, it is an advantage, it really is,” she admitted.
To network, Bolton recommends going to conferences, reaching out to people on LinkedIn, and going through staff directories and reaching out to people who have a position you may want to see how they got there.
As for the future of the sports industry, Bolton hopes people know that positions do not have to be held by one gender.
“I just want people to really realize you’re able to be a president, an owner, that doesn’t have to be a man’s position,” she shared.
Bolton also encourages women not to shrink themselves to fit into the sports industry.
“Don’t be scared to share your opinions. Go into those meetings, don’t be afraid to speak up, and not everyone’s gonna agree with you,” she shared. “Don’t be afraid to stand out. Wear those skirts, wear those dresses, obviously, as long as it’s appropriate. Wear those heels and wear them proud.”
