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How to raise your networking game at sports events

By Nancy Marshall, Marshall Communications

When you think of networking, you picture a business card exchange at a chamber of commerce breakfast, a cocktail hour after a conference or maybe even a speed-networking session where everyone takes turns giving their “elevator pitch.”

In my experience, some of the best networking occurs in the bleachers or stands at sporting events.

Nancy Marshall of Marshall Communications
Photo / Tim Greenway
Nancy Marshall

Lately, I’ve been going to watch the Hearts of Pine, Portland’s soccer team now in its inaugural season.

These games have been a revelation. Not only is the soccer exciting and the energy contagious, but every time I attend, I run into people I know and meet new ones who share my enthusiasm. The common bond of cheering for the same team opens the door to conversations that feel natural and enjoyable. It’s networking without the name tags.

So, what makes a sporting event such a fertile ground for expanding your network?

Shared interests

By definition, everyone at the event already has something in common: a love of the sport, pride in the hometown team or excitement about the experience. That shared interest makes it easy to strike up a conversation with the person sitting next to you. The Hearts of Pine have certainly brought Mainers together in the spirit of community pride. 

Relaxed atmosphere

Sporting events are social by nature. The atmosphere is casual, lively and fun — far less intimidating than a formal business setting. People’s guards are down, which allows for more authentic connections.

Recruiting opportunities

Unlike a one-time business conference, many sporting events happen regularly. If you become a familiar face in the stands, people will start to recognize you and relationships will grow over time.

Community connection

Local sports teams often attract a loyal following of community-minded individuals. These are individuals who genuinely care about where they live, which often makes them valuable contacts for future collaborations.

Best practices 

It's important to understand the etiquette of networking at sporting events. A soccer match, baseball game or hockey night is not the place to pitch your product or corner someone into a sales conversation. Here are a few best practices.

Go and enjoy the game first. Be a fan. Cheer, clap and savor the moment. Networking happens naturally when your enthusiasm is genuine. Do not interrupt a big play by introducing yourself to someone right when a goal is being scored or a tackle is happening.

Keep it casual. Ask the person next to you how long they’ve been following the team or who their favorite player is. Those small, organic conversations often lead to deeper connections.

Be curious. If you meet someone new, ask about their work or hobbies — but don’t force it. Let the relationship unfold at its own pace.

Plant seeds, don’t harvest. Think of the game as an opportunity to make introductions, not close deals. Later, if you sense a connection, you can follow up for coffee or lunch.

Offer value. If you hear that someone’s child is interested in your line of work, offer to connect them with an internship resource. If you know of an upcoming event they might like, share it. Networking works best when you give first.

Boosting your brand 

One of the most significant benefits of networking at sporting events is the strengthening of your personal brand. The larger and more diverse your network, the more opportunities you’ll have to share your story and reinforce your expertise.

Every handshake, every new friend, every familiar face you greet in the stands adds to your visibility. Over time, people start to associate you not only with the sport you both love but also with the professionalism, kindness and authenticity you bring to every interaction.

When people trust you as a person, they are far more likely to trust you as a professional. That’s the beauty of building connections outside of traditional business settings.

After all, networking doesn’t have to happen under fluorescent lights or in hotel ballrooms. Sometimes the best connections are made in the roar of the crowd, with a hot dog in one hand and a cheer on your lips.

Three people at a Hearts of Pine soccer game.
Photo / Courtesy of Nancy Marshall
Nancy Marshall, right, at a Hearts of Pine soccer game with Carolann Ouellette, director of the Maine Office of Tourism, and Gabe Hoffman-Johnson, Hearts of Pine founder and chief community officer.

About the author

Nancy Marshall, a regular Mainebiz columnist, is CEO of Marshall Communications.

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