This week in Five for Friday, we spoke with Jef Thiffault, formerly of Major League Soccer and Soccer United Marketing, who has recently founded Contigo Event Management. I have met Jef a few times, but my most vivid memory is of him and Dr. Joe Machnik sitting in the back of their car driving back to the NSCAA convention at around midnight working on a project for MLS. It was easy to see the passion that Jef had for his work and the sport of soccer in America is better for having him in it.
Soccer Banter: What is your background working in the game of soccer?
Jef Thiffault: I worked for Major League Soccer and Soccer United Marketing for just over 12 years. When I got hired at the League Office after I graduated from University of New Haven, I coordinated all the referee administrative matters. I also worked for the Disciplinary Committee, helping them review plays and referencing precedents both in the league and worldwide. I started and managed the Reserve Division the first time around and oversaw all of the operational and competitive aspects. I also supported efforts at almost every MLS Cup and All-Star game since 1999. I joined SUM and became Manager of International Operations. For the Mexican National Team US Tour, I coordinated team logistics and the security, competitive, PR, broadcast, sponsor activation, game presentation and fan experience efforts with the venues we visited. We would routinely get sellout or near sellout crowds at the country's largest and most famous venues like The Rose Bowl, etc. I was project manager for SuperLiga, working closely with MLS Clubs, Mexican Clubs and the Mexican Federation. I was a venue manager for a number of World Football Challenge and CONCACAF Gold Cup venues this past summer. I was also involved in InterLiga, Pan Pacific, FC Barcelona Tours and other friendlies between clubs or national teams. I would travel 100-130 days per year working on events. I left my full time position with MLS/SUM last month and started Contigo Event Management.
SB: After 12 years working in MLS and with SUM, you recently created Contigo Event Management, please explain the objectives for this newly created firm?
JT: Contigo specializes in events starting from the strategic planning process to the organization, presentation and execution. This aspect of the business is valuable because, people are reached by so many media these days, making sure your message is positioned and delivered when you have their attention at an event in an impactful way is so meaningful in this climate. People unconsciously put their trust in you when they attend an event to enjoy it safely and get a rate of return for their time and money that leaves them satisfied, entertained, and eager to experience it again, and they should leave with a clear understanding of your message. And now those stakes are even higher to operate and deliver that message properly, as your patrons and customers "share" their experience instantly with hundreds of people, not just by word of mouth, but by their Facebook status, tweets, message board comments, email, video uploads, etc. Contigo's objectives include making that experience outstanding and delivering that message for its clients effectively, whether it’s a team, an organization or a sponsor and regardless of the size of the event, by drawing on a vast amount of experience, aggressive, budget-conscious thinking and a national network of really qualified professionals. Just like in sports, most of the success is in the details and driven by the people with whom you associate.
Soccer Banter: What is your background working in the game of soccer?
Jef Thiffault: I worked for Major League Soccer and Soccer United Marketing for just over 12 years. When I got hired at the League Office after I graduated from University of New Haven, I coordinated all the referee administrative matters. I also worked for the Disciplinary Committee, helping them review plays and referencing precedents both in the league and worldwide. I started and managed the Reserve Division the first time around and oversaw all of the operational and competitive aspects. I also supported efforts at almost every MLS Cup and All-Star game since 1999. I joined SUM and became Manager of International Operations. For the Mexican National Team US Tour, I coordinated team logistics and the security, competitive, PR, broadcast, sponsor activation, game presentation and fan experience efforts with the venues we visited. We would routinely get sellout or near sellout crowds at the country's largest and most famous venues like The Rose Bowl, etc. I was project manager for SuperLiga, working closely with MLS Clubs, Mexican Clubs and the Mexican Federation. I was a venue manager for a number of World Football Challenge and CONCACAF Gold Cup venues this past summer. I was also involved in InterLiga, Pan Pacific, FC Barcelona Tours and other friendlies between clubs or national teams. I would travel 100-130 days per year working on events. I left my full time position with MLS/SUM last month and started Contigo Event Management.
SB: After 12 years working in MLS and with SUM, you recently created Contigo Event Management, please explain the objectives for this newly created firm?
JT: Contigo specializes in events starting from the strategic planning process to the organization, presentation and execution. This aspect of the business is valuable because, people are reached by so many media these days, making sure your message is positioned and delivered when you have their attention at an event in an impactful way is so meaningful in this climate. People unconsciously put their trust in you when they attend an event to enjoy it safely and get a rate of return for their time and money that leaves them satisfied, entertained, and eager to experience it again, and they should leave with a clear understanding of your message. And now those stakes are even higher to operate and deliver that message properly, as your patrons and customers "share" their experience instantly with hundreds of people, not just by word of mouth, but by their Facebook status, tweets, message board comments, email, video uploads, etc. Contigo's objectives include making that experience outstanding and delivering that message for its clients effectively, whether it’s a team, an organization or a sponsor and regardless of the size of the event, by drawing on a vast amount of experience, aggressive, budget-conscious thinking and a national network of really qualified professionals. Just like in sports, most of the success is in the details and driven by the people with whom you associate.
SB: It has also been recently announced that Contigo Event Management will work closely with Global Soccer Partnerships, please explain this partnership and the role or both groups in the world of soccer?
JT: Global Soccer Partnerships is run by Dr. Joe Machnik. Joe hired me at MLS and his list of accomplishments and experience would take up way too much space to list here. In broad terms, our organizations offer a lot of the same services and at the same time bring unique expertise to each other. GSP's core competencies are Event Management, Team and League Management Services, Facility Design and Management and Soccer Programming. Contigo offers roughly the same services and also focuses on other sports and sponsor activation. We hold calls about once per week to discuss what we are working on individually and how we can work together on new and existing projects. We have a great working relationship as well as a long friendship, and I'm confident that we will deliver some outstanding results.
SB: Business questions out of the way time for some fun...what is your most memorable moment working in the game of soccer?
JT: I've been very blessed professionally in that I could list pages of memorable moments and have had a chance to work with some incredible people. Believe it or not my most memorable moment has been the announcement that the US would not be hosting the 2018 or 2022 FIFA World Cups. We had the US Bid Committee working out of the MLS office and our staff had an announcement event to hear the news live on ESPN. Having seen the time and resources went into the bid and personally expecting to play an event management role in a World Cup, hearing the bad news in that fashion was a real stomach punch. I had to walk out, get a coffee and take a walk around midtown Manhattan to deal with the disappointment. After so much progress, news like that really gives you a jolt to rededicate yourself and push harder to make this sport as good as it can be in this country and region. Since you're probably looking for a positive moment, I'd have to say working this past USA-Mexico CONCACAF Gold Cup Final, which is really the biggest game in the Confederation every two years, in a sold out Rose Bowl with 90,000+ people was pretty special even though the USA didn't get the resulted it wanted.
JT: Global Soccer Partnerships is run by Dr. Joe Machnik. Joe hired me at MLS and his list of accomplishments and experience would take up way too much space to list here. In broad terms, our organizations offer a lot of the same services and at the same time bring unique expertise to each other. GSP's core competencies are Event Management, Team and League Management Services, Facility Design and Management and Soccer Programming. Contigo offers roughly the same services and also focuses on other sports and sponsor activation. We hold calls about once per week to discuss what we are working on individually and how we can work together on new and existing projects. We have a great working relationship as well as a long friendship, and I'm confident that we will deliver some outstanding results.
SB: Business questions out of the way time for some fun...what is your most memorable moment working in the game of soccer?
JT: I've been very blessed professionally in that I could list pages of memorable moments and have had a chance to work with some incredible people. Believe it or not my most memorable moment has been the announcement that the US would not be hosting the 2018 or 2022 FIFA World Cups. We had the US Bid Committee working out of the MLS office and our staff had an announcement event to hear the news live on ESPN. Having seen the time and resources went into the bid and personally expecting to play an event management role in a World Cup, hearing the bad news in that fashion was a real stomach punch. I had to walk out, get a coffee and take a walk around midtown Manhattan to deal with the disappointment. After so much progress, news like that really gives you a jolt to rededicate yourself and push harder to make this sport as good as it can be in this country and region. Since you're probably looking for a positive moment, I'd have to say working this past USA-Mexico CONCACAF Gold Cup Final, which is really the biggest game in the Confederation every two years, in a sold out Rose Bowl with 90,000+ people was pretty special even though the USA didn't get the resulted it wanted.
Seattle Sounders fans at recent match
SB: You have worked plenty of soccer games, let's take a step back and imagine going to a game as a fan. What one MLS game would you want to witness and at which stadium? What one international game would you want to witness and at which stadium? What one European club game would you want to witness and at which stadium?
Having worked at the League so long you honestly don't have a "favorite" team. You just want the games to be relevant, exciting and without serious incident. I love going back to New England because I grew up there, and I had purchased my own Red Bulls season tickets the past two seasons because Red Bull Arena is such a special venue. But I guess I often find myself telling people that question soccer's impact in the US to look toward a Seattle Sounders home game at CenturyLink Field. I read this week that the Sounders' crowd of 64,000+ was the fourth highest crowd of any soccer match in the world that day along following Real Madrid, Barcelona and Bayern Munich. That’s good company, and their fan base is as every bit organized and passionate.
I'd love to see the USA play Bermuda at the National Sports Centre in Bermuda. My sister and I have dual US and Bermuda citizenship, and she appeared as a goalkeeper for the Bermuda Women's Team in Olympic Qualifying a few years back. It would be very special to see the US team visit the island where so much of my family lives and play a meaningful game there. Hopefully the score line would be close. I do have to mention that I saw a Club America game at Azteca Stadium when I was in Mexico City recently and it was special to see that historic venue. It's the only stadium that has hosted two FIFA World Cup Finals.
I'm a huge Manchester United fan, but having worked with both teams in the past, I'd love to see Real Madrid v Barcelona. I don’t care if the game is at Camp Nou or the Bernabéu, for me those Clásicos are the most entertaining, historic and dramatic match-up in world football right now.
Having worked at the League so long you honestly don't have a "favorite" team. You just want the games to be relevant, exciting and without serious incident. I love going back to New England because I grew up there, and I had purchased my own Red Bulls season tickets the past two seasons because Red Bull Arena is such a special venue. But I guess I often find myself telling people that question soccer's impact in the US to look toward a Seattle Sounders home game at CenturyLink Field. I read this week that the Sounders' crowd of 64,000+ was the fourth highest crowd of any soccer match in the world that day along following Real Madrid, Barcelona and Bayern Munich. That’s good company, and their fan base is as every bit organized and passionate.
I'd love to see the USA play Bermuda at the National Sports Centre in Bermuda. My sister and I have dual US and Bermuda citizenship, and she appeared as a goalkeeper for the Bermuda Women's Team in Olympic Qualifying a few years back. It would be very special to see the US team visit the island where so much of my family lives and play a meaningful game there. Hopefully the score line would be close. I do have to mention that I saw a Club America game at Azteca Stadium when I was in Mexico City recently and it was special to see that historic venue. It's the only stadium that has hosted two FIFA World Cup Finals.
I'm a huge Manchester United fan, but having worked with both teams in the past, I'd love to see Real Madrid v Barcelona. I don’t care if the game is at Camp Nou or the Bernabéu, for me those Clásicos are the most entertaining, historic and dramatic match-up in world football right now.
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