Kim Zayotti, the Brains Behind Flutie Flakes, on Pro Sports Representation

Kim Zayotti, the woman who created Flutie Flakes, is the go-to person for professional player endorsements, media representation, event planning, and more.

Kim Zayotti has worked with some of the biggest names in sports and business. Her firm, Blue Sky Sports & Entertainment, is the only woman-owned company to represent National Hockey League coaches and team executives. She was the youngest member of (Bob) Woolf Associates before founding her own agency in 2003.

Her client list is long and storied. She has worked with Cam Neely, Carlton Fisk, Dennis Eckersley, Doug Flutie, Carl Lewis, Brad Marchand, and many more. Her key staff members are gifted multi-taskers, in other words, female.

When she began her sports marketing career, there weren’t many women in the industry.

“It seems so ridiculous that it took as long as it did,” adds Zayotti, “I think people are just creatures of habit more than anything. I’d like to think a lot of it wasn’t really intentional. It’s just the way it was, and nobody wanted to change it.”

Zayotti initially went to law school to become a litigator. She worked for an insurance defense firm at that time. She fell into the sports by accident. As a figure skater growing up, she was used to being around hockey players. She worked in the snack bar at an arena. Being around hockey all the time was a natural way for her to enter into the industry.

You must be a great multitasker if you want to be a good sports marketing agent. You also need to have a thick skin, and be a good communicator. “There’s a million things happening at once. You have to be thoroughly organized.”

Flutie Flakes

Flutie Flakes was a Frosted Flakes product manufactured in 1998 by Kellogg, which had Buffalo Bills’ quarterback Doug Flutie on its packaging.

“It was a fun project to work on. It kind of took off. So many things fell into place. Doug just came back to the National Football League from Canada. There were so many things that came together at one time. We ended up selling 2.7 million boxes of cereal regionally. The greatest part of that was Doug gave a portion of the proceeds to his foundation, which did so much great work for autism.”

Here is the full interview.

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