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John Rowady, founder and CEO of the company revolutionhe has built an almost 30-year profession in the sports marketing industry. rEvolution, a global sports marketing agency based in Chicago, is at the forefront of connecting brands with sports audiences. As sports turn into increasingly intertwined with culture and lifestyle, Rowady has positioned rEvolution as a leader in the changing landscape. Our interview took place during Monterey Car Week at Pebble Beach, where Rowady shared how the agency has expanded its global presence and emphasized the importance of his passion for sports in ensuring his entrepreneurial success.
Rowady’s sports marketing journey began in Detroit, a city known for its wealthy sports culture. His love for each sports and business fueled his early profession and ultimately led him to launch rEvolution after 12 years of skilled experience. Today, the agency employs over 200 people and operates internationally with offices in Chicago, London and Singapore. From the starting, Rowady had a vision for a global company, adapting rEvolution to the growing international sports industry and increasing investment from emerging markets similar to the Middle East.
Over the last decade, the sports marketing landscape has modified. Rowady noted that what was once just a tactic in broader promoting strategies has now turn into a major focus for brands. Companies are increasingly turning to specialist sports marketing agencies similar to rEvolution to create authentic relationships with fans. rEvolution’s diverse portfolio, spanning Formula 1, the NBA and even Olympic skateboarding, has cemented its role as a key player in navigating today’s fragmented audiences.
Scaling rEvolution into a global powerhouse had its challenges. Rowady recalls the early struggles of competing with larger, better-financed competitors. He noted that larger brands often wanted larger agencies with scale. To combat this, Rowady and the rEvolution leadership team do this often turned to acquisitions to expand our reach, portfolio and offers. John noted that acquisitions can immediately move a company into a recent industry, but it comes with challenges. Time zone changes, regional cultural differences, and the integration of multiple corporations mix to increase the complexity of running a business. For Rowady, these challenges were only seen as opportunities for growth. The foundation of rEvolution’s success has been rEvolution’s resilience, fueled by Rowady’s unwavering passion for sports and his commitment to becoming a global leader in sports marketing. So far it’s working.
Despite rEvolution’s global expansion and success, Rowady stays personally committed to the company’s growth and culture. He sees fear as a key motivator for staying sharp, whether it’s the fear of failure or the desire to achieve a goal. Rowady’s journey from starting a revolution to leading it on a global stage is a testament to his resilience, passion and commitment to maintaining the vision and values he established over 20 years ago.