04 Dec Beyond the Metrics: Miller Yoho, Director of Communications and Marketing, Charlotte Sports Foundation
At Zoomph, we champion the power of partnerships, marketing, business intelligence, and social media. Our Q&A series puts the spotlight on industry leaders, giving you an inside look at their expertise, strategies, and perspectives – beyond the numbers. Join us as we uncover valuable insights straight from the minds shaping the industry.
Tell us a bit more about your background:
I grew up in Gastonia, North Carolina, and attended Furman University for undergrad and Clemson University for my master’s. The fun fact of this being I have never taken a sports management, communications, marketing, or business course, but somehow have stumbled into a wonderful career with stops at Queen University, Luquire, and others, where I was able to learn while doing and experimenting in the world.
Tell us about your current role! We love to hear about your goals, focuses, and responsibilities:
I work on anything brand-related for the Charlotte Sports Foundation. This ranges from our owned events like the Duke’s Mayo Bowl to supporting community partnerships like BananaBall or the MLS All-Star Game. My workload each day could range from working on new logos to event announcements to website work to serving as a spokesperson and more! I have a good amount of autonomy in how we go about these items, but I am supported by tremendous partners to help accomplish our goals.
Share a professional accomplishment that you are extremely proud of, or share a campaign, organizational success, or win that you are proud of:
I’m incredibly proud of how the Charlotte Sports Foundation brand has grown over the years and how Charlotte is now perceived as a true sports destination. That kind of reputation doesn’t happen overnight. It’s built day by day through the consistent work of a team that cares deeply about elevating every event we touch. Because of that commitment, our organization has become something our community values and believes in.
What is your favorite part about working in the sports and/or sports sponsorships business?
We care deeply about what it feels like to attend a Charlotte Sports Foundation event. We spend an incredible amount of time thinking through every detail, from the first piece of marketing a fan sees to the final whistle. That experience matters. A big part of that is our sponsorship team, which works hand-in-hand with partners to create activations that are truly meaningful for fans. We’re intentional about avoiding the transactional and focused instead on what’s memorable, impactful, and authentic.
What is a sports marketing trend you are keeping an eye on?
I think the global focus on AI has actually highlighted the need for the opposite. Real, human experiences are becoming even more valuable, especially at sporting events. There’s something powerful about being in the stands, sharing a moment you simply can’t replicate through a screen. I’m especially interested in how venues and events are marketing that experience and finding new ways to engage people while they’re there, making every moment feel personal and unforgettable.
What advice would you share with young professionals who want to work in the sports industry?
Your destination is probably not in sight right now. The first 10 years of your career should be spent building your toolkit and, more importantly, the relationships. I thought I was a high school history teacher and ended up working with a mayonnaise mascot each December. The world is an odd place!
What is one skill you wish you had learned earlier in your career, and why?
I wish I knew how to use Excel. I can use basic SUM, and that’s about it. It’s very embarrassing.
What is your favorite product feature or specific use case of Zoomph that you’ve used in your career?
The people are incredible to work with!
Do you have a favorite experience or memory from your time working in the industry?
It has to be seeing my two sons at their first football game, the Duke’s Mayo Bowl, with my dad, who has taken me to so many games over the years. It truly was a full-circle moment.
Also, when Flava Flav dumped mayo on PJ Fleck.
Do you have any hobbies that you’d like to share?
I have run a mile every day since 1/1/2022 and last year completed five 50K trail runs.
What are your favorite sports teams?
I have become a big Charlotte FC fan. We have two young boys, and they have fallen in love with the club, and it’s infectious.
What is your favorite breakfast meal?
Definitely a burrito. That is the only correct answer.
Did you participate in any sports in high school or college?
I played competitive ultimate frisbee for years. I was really good at being a role player.
