Minnesota has become more than just a childhood home-away-from-home for 2011 sport management alumna and Vikings employee Kara Kawakami. Growing up in Pewaukee, Wisconsin, Kara Kawakami spent her summers in Minnesota, learning about her Korean heritage.
“My parents adopted my younger brother and me from South Korea when we were both babies. As children, they wanted us to learn about our culture and brought us to a Korean Culture Camp in Minnesota every summer. The trip to Minnesota became a fixture in my summer plans to reconnect with friends each year and prompted me to consider the University of Minnesota for college.”
Although Kawakami knew she wanted to pursue a degree in the School of Kinesiology because of her love for sports—especially soccer—she wasn’t always set on sport management.
“I struggled to pinpoint the direct pathway I wanted out of school so I took the approach of jumping into different areas. I was originally interested in Kinesiology and Physical Therapy. Then as a sophomore, a few of us students started the U of M Women’s Club Soccer Program, and that jump-started my interest in the business of sports.”
Years later, Kawakami is re-discovering her path. After spending three seasons with the Minnesota Timberwolves and Lynx and five seasons with Minnesota United FC in premium seating strategy and service, Kawakami decided to make a change. In August of 2021, she became the Manager of Premium Sales for the Minnesota Vikings.
“Before making a change, I always ask myself, ‘Am I done here? Is my story over? What’s my why?’ After reflecting on those questions, I felt my path was needing a new challenge and opportunity. Additionally, COVID-19 changed the way we all do business; we became more intentional with our communication and where we spend our time—It was important that I continued to grow, learn and make an impact and this was a great opportunity to challenge myself.”
In her role for the Vikings, Kawakami focuses on selling premium seating seats, suites, and experiences to individuals and organizations.
“The Vikings provide an immersive and unique experience, and it can be a game-changer to enhancing relationships, business growth, and stakeholder retention. The work itself is rewarding, and the Minnesota Vikings are a great organization with incredible talent.”
Kawakami is no stranger to the struggles COVID-19 brought to the sports industry. In her previous role at United FC, one year after opening Allianz Field, and 2 days before the 2020 Home Opener, the industry and world shut down. Yet, Kawakami also sees opportunities for the industry to grow.
“Since the pandemic led so many of us working from home, people have become more empathetic to colleagues and employees’ full-selves rather than just their professional-selves. In the sports industry, it’s hard to maintain a work-life balance. So, I’m looking forward to seeing the way COVID-19 has challenged us to think differently in this space.”
To prepare for life in the sports industry, Kawakami recommends students take advantage of informational interviews and job/internship opportunities.
“Informational interviews are a great way to shadow or learn from professionals in the industry. It’s always helpful to see what the on-the-job setting is like. Make sure to take the opportunity to work—your name and work will stay with you throughout your career, and each experience is important. And just, whatever you do and whomever you encounter—make a positive impact.”
But most importantly, Kawakami advises sport management students to “ask, listen and do. Be the sponge that takes in ideas, advice, and feedback.”
