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Maple Leaf Sports and Entertainment Interview
Questions

30 Questions and Answers by Rachelle Enns

Published June 5th, 2019 | Rachelle is a job search expert, career coach, and headhunter
who helps everyone from students to fortune executives find success in their career.
Question 1 of 30
Our mission at Maple Leaf Sports and Entertainment is to 'Bring the world to its feet.' What does this mean to you?
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How to Answer
This question is an opportunity for the interviewer to gain a glimpse into your interpretation of their business motto. The interviewer also wants to see that you have researched their organization, and know a bit about what they stand for. Talk a bit about your love of sports, and how you enjoy the enthusiasm that MLSE brings to the sporting industry.
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1.
Our mission at Maple Leaf Sports and Entertainment is to 'Bring the world to its feet.' What does this mean to you?
This question is an opportunity for the interviewer to gain a glimpse into your interpretation of their business motto. The interviewer also wants to see that you have researched their organization, and know a bit about what they stand for. Talk a bit about your love of sports, and how you enjoy the enthusiasm that MLSE brings to the sporting industry.

Rachelle's Answer #1
"My favorite sport is basketball; hands down. I love everything about the game, especially because it takes incredible skill, stamina, and is a worldwide sport that nearly every kid can grow up playing. When you say that your mission at Maple Leaf Sports and Entertainment is to bring the work to its feet, I imagine that amazing feeling I would get as a kid, going to Raptors games, and feeling the thunder of the crowd when they won a home game."
Rachelle's Answer #2
"Hockey is my favorite sport, and many people would agree, the most exciting sport to both play and watch. When watching a Toronto Maple Leafs game at an MLSE arena, literally everyone is on their feet cheering until they lose their voice, every time our team scores a goal, or we stop a slapshot from the opposing team in its tracks. This feeling of cheer and camaraderie embodies 'bringing the world to its feet,' in my opinion."
2.
Storytelling has become an essential part of connecting with audiences of all kinds, and using it to market to potential customers is no exception. How can we use big data to employ this tactic in a way that resonates with their audience?
Here you can provide an answer that briefly explains what big data is and how it can be used to craft stories to which an audience will relate. You can give specific examples of kinds of data that you've used in the past, as for storytelling in a campaign.

Avoid explaining the storytelling process in your answer. Your response should primarily focus on how to use data to contribute to the marketing process.

Rachelle's Answer #1
"Big data is important in marketing campaigns because of the insight it provides into the behavior and other personal aspects of your audience. When using it for storytelling in your campaign, you want to know what your audience cares about and how your brand or product relates to an emotional level. Let's say that you are marketing an accounting service for small business. You have collected a huge amount of data to understand the challenges and needs of people that would benefit from your services. The data shows a pattern of small businesses frequently switching accounting software. Digging further into the data, you find that a major frustration they are experiencing is finding a robust yet budget-friendly solution. Instead of just telling this group how your service compares and the price, you can evoke their emotions by telling a story of someone who was just like them and how your service solved their problem. The data has now allowed you to connect to the human side of your prospect in a way that posting product specs and pricing alone will not."
Rachelle's Answer #2
"Having a system to use big data efficiently allows you to identify behavior, trends, and interactions within your audience. It lets you humanize and customize your advertising so that it's meaningful instead of disruptive to them. From big data, I've extracted information that tells me what kind of person buys a product, how much they spend on it, when they buy it, how long they use it for, and what makes them want to repurchase. Having this information, I get a clear picture of who is interested in a product and why. Understanding much of their background and history, I know when they'll be receptive to learning about a new product and at the right time, I approach them with a story of someone who is like them, shared similar struggles, and how they were lessened or resolved by what I have to offer. This approach is a human-centric, problem-solving solution that companies can use to achieve a lasting connection that can't be earned using the outdated approach of demanding consumers' attention and telling them what they need."
3.
How can associating with a sports property help a brand to strengthen its position in the marketplace, locally and nationally?
Associating with a sporting initiative can help to boost a brand exponentially. Be prepared to discuss with Maple Leaf Sports and Entertainment what you know to be true when it comes to these sports partnerships and brand strengthening efforts. A few ways that partnering with a sports property can help strengthen a brand locally and nationally include:

- Brand exposure to a very targeted audience
- Piggybacking on the loyalty factor that is already present
- Built-in influence on multiple media platforms
- Vast amounts of brand exposure through social media

Rachelle's Answer #1
"Sports sponsorships are very successful because a company can experience a vast amount of exposure in a short amount of time. Athletes wear your logo, your logo is present in the stadium, and social media moments offer endless marketing moments. Also, when a company partners with a sports property, there is an element of trust already built-in. Sports fans trust that their favorite team will choose their partnerships carefully."
Rachelle's Answer #2
"Any time a company can partner with a sporting league, they automatically overcome many trust-factor hurdles that would be present with traditional advertising efforts. Locally, these partnerships offer grassroots opportunities for events and sponsorships. Nationally, sports enthusiasts are told by their favorite team to trust the brand in a non-verbal way."
4.
What role do you usually take in team projects?
The interviewer at Maple Leaf Sports and Entertainment would like to understand the role that you naturally take on when working in a team-based environment. If you tend to take the lead, you can let the interviewer know, but avoid sounding overbearing. If you usually like to generate new ideas and allow someone else to execute them, share your creative side but express that you prefer for others to take the lead.

Rachelle's Answer #1
"I am usually the 'ideas person' in team projects. In my current position, I am not the most persuasive salesperson, but I am highly creative. This skill means that, in most projects, I am great at creating a plan of action but am most comfortable passing the final client-facing tasks to our more extroverted personnel."
Rachelle's Answer #2
"I am newer to my marketing career so, at this point, I will be quite careful with making suggestions in group meetings. I have great ideas that I am more comfortable pitching one-on-one with my boss. The more experience that I gain, the more comfortable I am becoming when it comes to speaking up in team meetings or during team collaborations."
5.
Do you feel performance should be rewarded over experience?
The interviewer would like to know your thoughts on being paid based on your work performance, versus being compensated solely on your years of experience. As millennial employees continue to dominate the work scene, more and more employees are requesting compensation based on delivered results. Do you feel that you should be paid based on tenure or results? Discuss this with the interviewer and back your answer with an example, if possible.

Rachelle's Answer #1
"In sports marketing and media, performance is everything! For that reason, I do believe it should be the primary consideration when it comes to compensation, bonus' and raises. Tenure is vital to consider as well, and also continued education and training are excellent considerations."
Rachelle's Answer #2
"I am all about rewards for performance, being a former athlete, and overall competitive individual. I like the idea of gaining raises, earning more, and even promotions based on my being a go-getter. You can be a low performing employee at six months or 16 years, so I don't think that tenure should be the biggest consideration."
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