Kreig Robinson has come a long way from his days as an event marketer for America’s favorite energy drink with wings, Red Bull. Graduating from St. Louis University with a Bachelor’s degree in communications, the Missouri native took to the world of communications through community outreach and fundraising with the Mathews-Dickey Boys & Girls Club in his hometown. Little did he know that move would take his career in a new and exciting direction.
When the Los Angeles Rams relocated to St. Louis in 1995 and were in need of a practice facility large enough to hold an NFL team, Robinson helped set the up team up in the Boys & Girls Club facilities, which included two full-size gyms, two football fields, a few baseball fields and an Olympic-size pool. Several years later, his exceptional work with the sports organization led to a meeting with NBA legend Michael Jordan, who asked Robinson to join the Michael Jordan Motorsports team in 2006.
Currently serving as the racing team’s Vice President, Corporate Relations, Robinson sits down with BlackEnterprise.com to speak on his shifting gears in his career, working one-on-one with Jordan and his advice for young entrepreneurs looking to follow his track.
You’re career path to Michael Jordan Motorsports is rather untraditional. How did the opportunity to meet Jordan come about?
It’s funny.
When I first came to Michael Jordan Motorsports, I had actually left Red Bull, [and started] my own marketing and promotions company that was actually servicing Red Bull and other companies like Harley Davidson and Mercedes Benz. When the Michael Jordan Motorsports thing came around, it wasn’t really a paying job, per se. It wasn’t a salary. I actually worked for the team for free, for two years to prove myself.What did you do within that time to prove you were worthy of being VP of Corporate Relations?
We got a chance to bring the National Guard on board as a sponsor, and that really solidified my place on the team. That’s what elevated me to VP for this team.
What’s your working relationship like with Michael Jordan?
It’s been fantastic to work with him because it’s not like going to a regular 9-to-5 where you have to find your own motivation. From a business perspective, he treats us all like friends. What’s good about that is he allows us to do what we do best, which is manage the race team and find the right people; the right sponsors; the right situations for the race team to flourish. Michael’s not a racing business expert, but he’s extremely business savvy. He has lots of companies he’s invested in out there. The
guy is really on top of the business world, [and] he surrounds himself with the best and smartest people that he possibly can to make all those businesses successful. With him, you are automatically inspired because you know the type of person that he is, the type of company that he runs; so that makes you want to not be the person that drops the ball.The world of motorsports is a far step from Red Bull and the Boys & Girls Club. What’s a normal day like for you?
There’s no such thing as a typical schedule in this thing. I’m constantly selling, selling, selling, closing, closing, closing on sponsorship deals. My responsibilities include sponsorship sales, overseeing all marketing [and] media activity. The mechanics and engineers don’t let me touch the motorcycles, but everything else–from a marketing, PR and sponsorship side–I handle. With this business, we don’t have an offseason.
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How did you get started in communications and marketing?
I participated in a program called the Minority Youth Entrepreneurship Program at Washington University in St. Louis. That was the very beginning. That was a program for high school seniors that really introduced you to the world of business and entrepreneurship. And, I think I’ve kind of kept that entrepreneurial spirit all the way. I think you kind of have to have that entrepreneurial spirit to do things like racing because it’s a matter of getting that sponsor or not, and [have] that sponsorship work for you and work with a team.
What advice do you have for young, African American adults trying to break into the sport or the motorcycle business?
First, do your research. Know the history. You have to know what’s happening in the sport. I think that applies to any business that you’re looking to get into, but, you got to know the sport. You can’t just walk in because this is not a sport that is well known, so you got to know who it is. This sport is a small pond, [and] you kind of have to pay your dues in this thing.
Second, volunteer to get your hands dirty. There are lots of teams out here that are trying to make their big break from smalltime racing to primetime racing. Going to volunteer to be a crewmember for a small team that is maybe running on a small budget and small operation–that’ll be a great way for people to get in and understand the business.
Third would be to learn how to ride a motorcycle. Learn how to be a part of the community that it’s serving. It’s an exhilarating experience for sport and for pleasure. The motorcycle industry is a billion dollar industry for sure. There are some opportunities out there. Maybe not necessarily in racing, but the
main part of the industry, which is motorcycle sales and motorcycle accessories sales. Folks are buying helmets and jackets and gloves and all that kind of stuff to ride the motorcycle or to fix up the motorcycle. Become part of the community.Prior to linking up with Michael Jordan and his team, did you ride or have any interest in motorsports at all?
I had a little Suzuki 50cc scooter, when I was like 13 [or] 14-years old. So that was my first riding experience. But the family that lived across the street from me, their kids were a little bit older, and the boys in that family all had motorcycles. I always wanted [a motorcycle], but never had a chance to get one until after college.
I started riding a little bit before the whole Red Bull experience, but when I got to Red Bull and saw all the different aspects of that brand, which was very motorsports heavy, I really got into riding. By the time Michael Jordan Motorsports came around, I was full-fledged motorcycle rider–taking classes and going to track days and racing a little bit. This opportunity came and just fell into place. [It] was something that I had a personal passion for.