Kery Ruiz doesn’t just talk about the sports industry, he works inside it. With an Emmy Award and experience shaping digital strategy for UR Cristiano, he recently joined us at SBS Swiss Business School Spain for a conversation about what it really takes to work behind the scenes of global sports and entertainment.

As a producer for the NFL and a commentator for DAZN, Kery shared his perspective on how major sports brands are built, managed, and positioned in today’s digital landscape. Here are some of the key insights from our interview.

Adaptability: The “Remix” Strategy

The sports world never sleeps. Breaking news, shifting schedules, and live events demand a level of adaptability that few other industries require. But for Kery, being “ready for anything” isn’t just about survival, it’s about creativity.

“Everything has been invented… What makes it new or different is the remix that you can give with your own personality.”

In our Master of Science in Digital Marketing, we emphasize this exact point: in a saturated digital landscape, technical knowledge is the baseline, but strategic personality is the differentiator.

The Financial Reality Check

A key point in the conversation was Kery’s perspective on the perceived glamour of the sports industry. While audiences see polished productions and large-scale events, the business reality is often different: budgets are tighter than they seem.

Success in this field isn’t just about passion, it’s about resource management. Understanding the business and financial side of the industry is essential for turning a creative spark into a sustainable, long-term career.

Professionalizing Passion through Management

One of Kery’s biggest pieces of advice to students was clear: find a way to combine what you love with what you’re good at. Passion is important, it gets you into the stadium, but skill is what allows you to grow and break through the noise.  

This approach aligns closely with our Bachelor of Business Administration (BBA). Through our Football Management specialization, students learn to combine creativity with business thinking, including budgeting, strategy, and operational realities.

Dive deeper into the world of elite sports management. Watch our full interview with Kery Ruiz on the SBS Spain YouTube channel.