Lightning Sellouts, Golf Booms, Retail Reboots (Episode 8 ft. Matt Corey)

Welcome back to 21 Minutes (this time with Stanley Cups, golf rivalries, and marketing plot twists).This week, we sat down with Matt Corey, the marketing mind who’s left his fingerprints on some of the biggest names in sports and retail. From the Tampa Bay Lightning, and their post-Stanley Cup fan boom, to the PGA Tour, during golf’s most volatile era, to the LPGA, USTA, and even retail powerhouses like Golfsmith, Matt has made a career out of rewriting the playbook in high-stakes arenas.Brittany, joined by Cindy Haynes from EraserFarm, dug into what it’s like to be hired as a “change agent” when organizations aren’t ready to change, why storytelling (not just scoreboards) is the secret to building lifelong fans, and how leading with empathy creates teams that win long after the final buzzer.⚡ Inside this episode:- How Matt helped grow Lightning fan penetration from 36% to 50% after back-to-back Stanley Cups- The risks (and rewards) of reinventing a season kickoff when ESPN hands you a 5:30pm Tuesday slot- Why PGA Tour wasn’t ready for disruption, and what it taught him about timing and change- How behind-the-scenes storytelling (from Sweden to backyard BBQs) creates loyalty beyond the game- Why the best CMOs double as mentors, not just strategistsThis episode is for marketers, sports executives, and leaders who want to see how bold creativity (and a little empathy) can drive real growth, even in industries rooted in tradition. It’s also for anyone who loves a behind-the-scenes story, believes authenticity beats polish, and wants proof that the “show” around the game is often as important as the game itself.