The group honored as the Advance Professionals wrote the book on live event promotion and management. Since the early days of P.T. Barnum it has been the work of those who executed the tour planning, marketing, advertising , sponsorship and public relations that made the circus a financial success. The circus is equal parts art and commerce. Nothing happens unless a ticket is sold. In the world of show business, without business there is no show.
Many alumni of this group have gone on to become successful entrepreneurs, agents, show producers, marketing and pr agency owners, sports and entertainment executives and venue managers. You will find them in leadership roles of media companies, major league sports (NHL, NBA, MLB, MLS), ticketing companies, concert and talent management, theme parks, fairs and expositions, cultural arts and non profit philanthropic organizations. The universal ties that bind the group is the collective shared learning experiences gained while working for the circus.
This is the biography of Jeffrey Cogen, a member of the Advance Professionals.
From the Big Top to the Big Leagues: How Jeff Cogen’s Circus Roots Shaped His Legendary Sports Career
Jeff Cogen, a highly respected sports and entertainment executive, attributes much of his success to the invaluable training he received during his early career with Ringling Brothers and Barnum & Bailey Circus. From 1979 to 1986, Cogen managed over 100 live events, gaining first-hand experience in logistics, marketing, fan engagement, and operational execution. The fast-paced, detail-oriented world of the circus taught him how to build excitement, fill seats, and ensure seamless event experiences, skills that would later prove instrumental in his transition to professional sports.
Cogen has often credited Ringling with giving him a masterclass in live entertainment that would later make him a transformative leader for multiple NHL and MLB franchises.
Armed with this unique skill set, Cogen entered the world of professional sports in 1986, joining Olympia Arenas, the management company overseeing the Detroit Red Wings, Joe Louis Arena, and Fox Theatre. As Director and later Vice President of Marketing, he leveraged his expertise in live events to enhance the fan experience and drive ticket sales, helping cement the Red Wings’ reputation as one of the NHL’s premier franchises.
Cogen’s ability to blend sports with entertainment quickly set him apart, leading to his next major opportunity with the Dallas Stars in 1993. As Vice President of Marketing and Sales, Cogen spearheaded initiatives that expanded the Stars’ season-ticket base to over 15,000 fans, setting the stage for a sellout streak that lasted more than 150 games.
His success in Dallas led to a promotion within Southwest Sports Group, where he took on a broader role overseeing both the Dallas Stars and the Texas Rangers. As Executive Vice President of Marketing and Sales, he played a pivotal role in increasing ticket sales, sponsorship revenues, and overall brand visibility for both franchises. This ability to transform underperforming sports properties into revenue powerhouses made him a sought-after executive, leading him to join the Florida Panthers as Chief Operating Officer in 2001. During his tenure, Cogen secured naming rights for the team’s venue and introduced new entertainment partnerships that bolstered revenue and fan engagement.
In 2004, Cogen returned to Major League Baseball as President of the Texas Rangers, where he led the organization to a 20% revenue increase over three years. His strategic leadership was instrumental in securing a major naming rights deal for Ameriquest Field in Arlington, solidifying the Rangers’ financial future. Following his success in Texas, he returned to the NHL in 2007, taking on the role of President of the Dallas Stars. Under his leadership, the franchise not only maintained its high-ticket sales but also strengthened its corporate partnerships and community engagement initiatives, ensuring long-term business stability.
In 2010, Cogen was named CEO of the Nashville Predators and Bridgestone Arena, a role in which he once again applied his live-event expertise to enhance fan experiences and increase attendance. Under his leadership, the team achieved its highest-ever season ticket sales and a record-setting 25 sellouts in the 2011-12 season. He transformed Bridgestone Arena into one of the busiest and most profitable venues in North America, attracting top concerts and events while solidifying the Predators as a staple of the Nashville sports scene. His innovative marketing strategies and ability to create an electrifying game-day atmosphere turned the Predators into one of the NHL’s most exciting franchises.
In 2015, Cogen made a return to Major League Baseball, joining the Tampa Bay Rays as Chief Business Officer. There, he continued his mission to blend sports, entertainment, and business strategy, ensuring that the Rays remained competitive both on the field and in the front office.
Throughout his career, Cogen has championed the idea that sports is entertainment at its core, a philosophy he first learned at Ringling Brothers and carried with him through every stage of his career. Whether it was selling out arenas, securing major sponsorship deals, or revolutionizing fan engagement, his ability to combine the spectacle of entertainment with the passion of sports has cemented his legacy as one of the industry’s most influential executives.