A dynamic professional in the NFL for over 20 years, Barbara Zaun’s approach to innovation within her role has led to many industry firsts. Barbara oversees the operation of the Philadelphia Eagles Entertainment Teams and related brand executions, leading a team of 80+. Her vast experience ranges from involvement in major sports events including three Super Bowls, international fan engagement tours, and global goodwill military tours, to the implementation of transformational initiatives and inventive brand strategies. Barbara is often a panelist on women in sports discussions and was recently a featured speaker on the prestigious Pro Football Hall of Fame’s Before the Snap programming.
Recently, in an exclusive interview with CXO Outlook Magazine, Barbara shared her professional trajectory, her favorite quote, future plans, pearls of wisdom, and much more. The following excerpts are taken from the interview.
Hi Barbara. Please tell us about your background and areas of expertise.
My career in the NFL began with earning the unique and prestigious opportunity to be an NFL Cheerleader for two different organizations, including the Philadelphia Eagles. Performing on one of the world’s largest stages, literally and figuratively, changed the trajectory of my future as it led to the position of Director of the Philadelphia Eagles Cheerleaders/Entertainment Teams.
Prior to the NFL, I was Director of Promotions for a team in the Independent Professional Baseball League (ISBL) followed by a public relations position with an expansion franchise of the National Premier Soccer League (NPSL) prior to operating within the Major Indoor Soccer League (MISL).
I graduated from DeSales University and also earned a certificate from the Yale School of Management Executive Education Women’s Leadership Program. Public relations and communications, managing large teams, and the development and execution of innovative concepts and productions, are among my areas of expertise.
What do you love the most about your current role?
My role here with the Eagles provides me with an extensive platform to impact others. I have always felt the desire to be a part of something so much larger than myself and to help make a difference in the world. There is a great natural connectivity of humanity in sports. Each day, I am able to brighten lives, give back, and support others in achieving their dreams…whether through serving communities in need, creating memorable moments for fans, or through mentoring and coaching the teams I manage, which are integral aspects of my position. It is very fulfilling to have meaningful connections with people.
My role is the perfect combination of my passions – sports, entertainment, business, and philanthropy. Each year brings new experiences for the Eagles Entertainment Teams, and I always embrace these performance opportunities for the teams. It’s an incredibly exciting aspect of my position. Just over the past few months, the Eagles Entertainment Teams performed in concert with the country music band Old Dominion and performed with Snoop Dogg at WrestleMania XL. They also recently appeared on The Drew Barrymore Show and TODAY. The entertainment teams are now looking forward to 2024 season, cheering alongside the best fans in the NFL at Eagles home games at Lincoln Financial Field.
What are the three major trends do you foresee in your industry in the next 12 months?
There has been significant global expansion of the NFL, and this will continue to grow over the next 12 months and in the years to come. The Eagles Entertainment Teams also represent the organization as global brand ambassadors with their most recent international fan engagement involving travel to Ghana and Australia.
In 2021, cheerleading was recognized as a sport by the International Olympic Committee (IOC) which is an integral first step to becoming an Olympic sport. It is my hope that over the next 12 months, strides continue to be made for an Olympic debut of the sport in the future as well as potentially leading to the National Collegiate Athletic Association (NCAA) including cheerleading as a sanctioned sport. It is very promising where the sport of cheerleading is headed which will create tremendous new opportunities for young athletes in this sport.
There are continuous developments in the technology and digital space that leads to more ways to creatively engage with our fan base on gamedays and through other platforms.
What are your thoughts on diversity and inclusion in your field? How important is it to have authentic conversations with leaders, professionals, and changemakers to create more acceptance across the globe?
I am fortunate to work for an organization that is committed to diversity, inclusion, equity, and belonging. As a woman working in sports, I am very passionate about championing initiatives that provide more opportunities for women to obtain careers in the sports industry, especially football. The Eagles organization has been at the forefront of driving change. There is significant representation of women in senior leadership as well as coaching and football operations roles. The women in these trailblazing positions are paving the way for others to follow. I’ve been able to discuss the importance of representation in many forums including as a panelist for women in sports discussions as well as on the Pro Football Hall of Fame’s Before the Snap programming. These types of authentic conversations and visibility for women are vital to creating more acceptance in this field.
If you could have a one-hour meeting with someone famous who is alive, who would it be and why?
David Goggins – United States Navy Seal, Ultra-Endurance Athlete, Author, Inspirational Speaker. I have the utmost respect and admiration for U.S. active military and veterans. David Goggins is a testament to not only surviving all the odds that were against him but thriving despite his circumstances. I am passionate about supporting service members and obtained the first international goodwill military tour by the Philadelphia Eagles Cheerleaders to Bosnia, followed by Iraq and Kuwait, and now to date, our team has visited over 70 military installations worldwide. In addition to personally thanking him for his bravery and sacrifice, I would utilize the one-hour meeting to learn more about the mindset he possesses that enabled him to prevail over hardship and life’s challenges. I would express appreciation for how he has been an inspiration to me and to people throughout the world, including through his powerful words, “Who’s gonna carry the boats?”.
Is there a particular person you are grateful for who helped get you to where you are?
When I was named Director of the Eagles Cheerleaders, I was entrusted with the tremendous privilege of upholding the rich legacy of the program, a program that has been in existence since 1948 and is part of our organization’s storied franchise history. I assumed the role as the youngest director in that position in the league at the time. I have immense gratitude for the multitude of individuals that displayed confidence in me at that pivotal time and throughout my career. I’ve gained invaluable knowledge and life lessons from their mentorship.
How do you keep your mind healthy and stay resilient? And how do you motivate your team?
I’m a big-picture thinker and try to view everything through an optimistic lens, which helps to maintain perspective. It is certainly easy though to be self-critical when you set high expectations for yourself, and in recent years, I’ve adopted a philosophy of remembering to be kind to myself. Utilizing self-affirmation supports a healthy mindset and the ability to stay resilient.
I have a transformational leadership style which enables me to motivate my team through a collaborative approach where each member feels invested in achieving collective goals. I focus on positive reinforcement, fostering creativity and innovation, and the desire to have every member of the team succeed. It is important for each team member to feel inspired as well as empowered. I aim to communicate in an enthusiastic and encouraging manner. This style of leadership is genuine to my personality and how I operate, and that authenticity helps to build trust which is essential in leading and motivating a team.
What is your favorite quote?
“Adversity has the effect of eliciting talents which, in prosperous circumstances, would have lain dormant.” – Horace, Roman poet. This quote has always resonated with me in my professional life as well as my personal life. It is during the times when I’ve been faced with obstacles that I have found the most inspiration and courage. Most of my successes and innovation derived from times of trials and tribulations. It was in these moments when I’ve had to rely on inner strength and thinking creatively. It has revealed abilities unbeknownst to me and strengthened my character and fortitude.
Where do you see yourself in the next 5 years?
This is an exciting time to be a part of the Eagles organization and the NFL as fandom for the sport of football continues to expand throughout the world. In the next 5 years, I hope to see myself continuing to contribute in making an impact through my work with the organization.
What advice would you give to anyone starting out on their career in your industry?
Gain as much experience as possible in minor leagues and take advantage of internship opportunities. Working for a smaller sports team first provides exposure to all facets of the organization. When you reach a leadership position in a larger organization, your teams respect that you worked your way up the ranks and have extensive knowledge in all aspects of an operation. I often express to my teams that there isn’t a responsibility that I will delegate to them that I haven’t experienced myself. I also think it is critical to match your passion with your strengths. When most think of entering the world of sports, the roles on the field related to players and coaches come to mind. However, professional sports teams are comprised of every department you would find in any other large-scale corporation including accounting, marketing, data analytics, communications, human resources, corporate sales & service, and so forth. By combining your passion with your strengths, you can target a path where you will naturally excel and succeed long-term in the sports industry.