Reed Bergman, President & CEO

Reed Bergman is a nationally known and respected brand builder and compelling influencer within the sports business industry. He is most recognized for his unique expertise in maximizing and monetizing business opportunities for the athletes and sports celebrities he represents, with nearly 25 years of success negotiating an extraordinary amount of diverse types of deals and partnerships across this industry. Reed commenced his work in the sports business industry in 1991, joining Atlanta based Career Sports Management as an intern after graduating from Emory University. Over the course of six plus years, Reed was vital in expanding the agency from a three-person start-up to an established business with 50+ employees. Rising to Senior Vice President, he secured corporate relationships and generated revenue with a multitude of high profile brands such as Pizza Hut, Mercedes Benz, Anheuser-Busch, and Coca Cola. He was essential in winning the business of Hall of Fame athletes like Atlanta Braves pitcher John Smoltz to represent their on and off field needs. The coup de gras of his tenure at Career Sports was securing “Agency of Record” status for the Bell South Corporation, negotiating and executing their multi-figure, multi-year sponsorships with the Atlanta Braves, the Florida Marlins, Orlando Magic, the SEC and ACC athletic conferences, and player endorsement deals with celebrities like Atlanta Hawks Dominique Wilkins and NCAA basketball Head Coach Rick Pitino on behalf of the corporation. In addition, Reed procured the naming rights deal for Bell South’s NASCAR race in Nashville. The Bell South account (now AT&T) is still a staple of the agency 20 years later, thanks to Reed’s determination and focus. In 1998, Reed was lured away by baseball “super” agent Scott Boras to exclusively create, build, and run Impact Sports Marketing as an equity partner with Boras. Reed focused on maximizing the business opportunities for The Boras Corporation’s premium players like Alex Rodriguez, Greg Maddux, Barry Bonds, Bernie Williams, et al. He also expanded the agency’s services to include corporate consulting, event management, hospitality, and national sponsorship sales, as well as signature player representation. Reed generated significant revenue with multi-figure endorsements for clients including A-Rod (Pepsi, Dannon, AT&T), Bernie Williams (Coca Cola, Jaguar) Rafael Palmeiro (Pfizer’s Viagra brand), Roger Clemens (Kellogg’s, Modell’s Sporting Goods) and Barry Bonds (Pacific Bell, David’s Sunflower Seeds, and Armour Hot Dogs). Another major victory was the exclusive retainer to handle all sports marketing needs for the Radio Shack Corporation, in which Reed negotiated landmark deals with Major League Baseball as well as the Texas Motor Speedway. It was the creation of these deals that helped compound the success of Impact Sports, where it was hailed by both the Sports Business Journal and USA TODAY as a major powerhouse sports marketing firm within three years of existence. After nearly five years of unprecedented growth, Reed left Impact Sports in 2002 to design and build Playbook inc. As President and CEO, Reed established relationships representing hosts, analysts, play-by-play announcers, and reporters. It was his first broadcast client, ESPN’s Rich Eisen (currently of NFL Network and DirecTV), that would be the catalyst for future growth in this vertical. This early successful collaboration with Eisen led to the addition of other major national broadcast talent for Playbook inc. such as FOX’s Matt Millen and CBS’s Randy Cross. In addition, Playbook inc. represented the NHL’s Florida Panthers as their national sales arm, where Reed procured team sponsorships with McDonalds, the US Army, and Miami Subs/Nathan’s Old Fashioned. As anticipated, the significant revenue generated landing exclusive retainers as the sports marketing arm for multi-billion dollar brands Glaceau Vitamin Water (purchased by Coca Cola) and ConAgra Foods, along with managing the business of MLB’s Carlos Delgado and Willie Randolph, NFL’s Braylon Edwards and Santonio Holmes, and NBA legends like Lenny Wilkens, made Playbook inc. highly attractive to potential industry suitors. In 2007, Reed sold complete ownership interest in Playbook inc. to DeBartolo Sports and Entertainment. Reed became Principal and Partner of the new firm, where he advanced the interests of the distinct company divisions, namely DeBartolo Sports University and DeBartolo Hospitality, as well as the DSE Athlete Representation Division. Reed and DSE’s early success was punctuated by landing clients such as future NFL superstar DeSean Jackson. Reed elected to re-establish Playbook inc. in 2010 as an independent boutique broadcast talent agency and sports marketing firm. Since that time, Playbook inc. and Reed’s talented team have risen to new heights by continuing to provide premium sports broadcasting services, strategic corporate consulting, and unique content development. This iteration of Playbook inc. exclusively manages the careers of major industry stalwarts like NBC and DirecTV’s Dan Patrick as well as the new breed of star with brilliant crossover talent like ESPN analyst and ABC’s Good Morning America host Jesse Palmer. This newest edition of Playbook inc. is especially known for for its eye towards developing young vibrant talent like SEC Network’s Greg McElroy, FOX Sports David Diehl, and MLB Network’s Scott Braun. Reed and his team design custom tailored game-plans, i.e. an actual personal client “Playbook”, to manage and guide these exciting careers.

Andrew Sirk, COO

Andrew Sirk serves as Playbook inc.’s Chief Operations Officer, bringing with him a depth of experience across the sports and entertainment marketing industry. Andrew’s extensive executive experience running companies, from partnership creation to acquisition management to restructuring, among several other areas of expertise, has aided Andrew in producing notable tangible results. Andrew has been an integral part of Playbook, inc.’s success, leading the firm’s strategy development and positioning, and ensuring a diverse and aligned portfolio of products and services. His management of all aspects of the firm’s operations, sales, client services, project management budgeting, and business planning has resulted in the continuing growth of Playbook, in terms of both revenue as well as client partnerships. Andrew’s prior roles included Chief Operations Officer at DeBartolo Sports and Vice President of Operations at Impact Sports Marketing. While at Impact Sports Marketing, Andrew restructured communications and organization of the company’s East Coast/West Coast operations, leading to national industry recognition, increased efficiencies, and a 100% increase in profits over a four-year period. He also negotiated and managed contracts with Fortune 500 client companies, concurrently building and leading teams to achieve strong revenue growth. The six years Andrew spent with Career Sports Management as its Vice President, Television Division were his first foray into the sports media marketing arena. During his tenure with the firm, while leading the launch of successful new original sports television programming, he created “Spotlight on Sports”, a weekly sports talk/magazine program that achieved regional syndication to 15 affiliates in the Southeast. Additionally, Andrew originated “Hardball”, a weekly baseball magazine program which aired in over 15 affiliates in the Southeast and was nominated for an Emmy Award. Andrew began his career as a reporter and news anchor, driving the successful launch of a new local cable newscast in central Massachusetts.

Kristin Bredes LaFemina, VP, Client Development

Kristin Bredes LaFemina is currently the VP, Client Development of Playbook Inc. She helps maintain the current client roster and has a strong focus on generating new sports broadcast business by recruiting new clients to the agency. Her main objectives are to introduce clients to network decision-makers, identify new client opportunities, create leverage, negotiate contracts, provide advice and counsel for career development and give feedback on how clients can improve their on-air presence and capabilities as well as marketability. Kristin’s previous positions include Director, Talent at CBS Sports Network and Director, Talent & Development at Pac-12 Networks. At CBS Sports Network, Kristin spent 7 years selecting and developing all studio/remote talent for the 24/7 cable sports network.  She negotiated hundreds of talent contracts, handled day-to-day assignment scheduling, provided extensive performance feedback to hosts, analysts and game announcers, and maintained positive relationships with agents, publicists, managers, other networks and athletic conferences. In April 2012, Kristin left to launch the Pac-12 Networks in San Francisco, CA.  During the four months in advance of the August 2012 launch, Kristin hired over one hundred on-air announcers to cover the 550 Pac-12 Conference events in its inaugural year (750 events in year two). She assigned every on-air personality, negotiated every talent contract, and provided operational on-site support at studio shoots, conference championships, sponsorship appearances and various other events.

Gerry Matalon, EVP Talent Development and Performance Coaching

Gerry Matalon is recognized as one of the sports industry’s top evaluators and coaches of media talent for all platforms.  His expertise in the art and practice of communication on-air, on the radio, in person or online has helped to elevate the performance of many members of the sports media as well as speakers in the medical, legal and business fields.  Whether dealing with someone just starting out or an established, premier-level personality, Gerry provides in-depth analysis, feedback and hand-on training geared to improving how you look, sound and “feel” to an audience. A seven-time Emmy Award winner, Gerry has spent 28-years coaching, managing and developing sports media personnel.  He has developed, planned, and produced live shows and events such as SportsCenter and NFL Countdown.  While at ESPN, he oversaw several major technology initiatives.  His goal was to understand the mediums on which his team would appear, enabling him to help them improve their performances. Formerly ESPN’s Sr. Coordinating Producer of Talent Planning & Development, Gerry’s duties included assessing the on-air performance of new and established talent.  These assessments would then be synthesized into actionable feedback to help both the novice and veteran personality improve.   One primary responsibility was working with former athletes and coaches who were transitioning into careers in media.  To effect a smooth shift, he created programs that provided personalized performance coaching, career management and mentoring. Gerry’s direct engagement with the on-air personnel helped identify growth opportunities and best practices for success at ESPN and the media at large. Gerry has worked with several hundred media personalities including: Tim Tebow, Bob Knight, Lou Holtz, Rece Davis, Hannah Storm, Scott Van Pelt, Sage Steele, Stuart Scott (whom Gerry also “discovered”) The NFL and NBA player media programs annually enlist Gerry provide his expertise on talent development and media training.  He serves as a presenter, trainer and faculty member on various workshops.  These programs are vital for players exploring and transitioning to a post-playing career in TV, radio, on-line writing, social and digital media. Previously, Gerry was in charge of the production teams and studio content for live game coverage. His primary oversight was for college football and basketball, along with Monday Night Football, World Cup, NBA and MLB.

Melissa Nicole Ocampo, Client Services Manager

Melissa is currently the Client Services Manager for Playbook, Inc. She works closely on a day-to-day basis with the full roster of clients to help fulfill their various career needs, aiding in smooth execution and ensuring satisfaction. With a background in production, Melissa has held a wide range of jobs with the likes of CBS Sports, CBS Sports Network, FX, PBS, Disney and GMA Philippines, with credits that include “The NFL Today,” “Road to the Final Four,” Superbowl’s 47 and 50, NCAA Celebrating 75 years and “LT- The Life and Times.” In addition to her work with Playbook, Melissa remains active in the charitable space where she has partnered with organizations like charity water, a non-profit organization that brings clean and safe drinking water to undeveloped countries. She is also a domestic violence advocate and a certified S.A.F.E.R for the Safe Center of Long Island, a non-profit organization that separately serves to victims of domestic abuse and child abuse.