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When it comes to the in-stadium experience for the New England Patriots, Abbey Thistle is the quarterback. She calls the plays and puts people in a spot to succeed. But with rising ticket and concession costs, coupled with elevated fan expectations, it can be hard to get people off the couch and into the stadium. As the Senior Director of Fan Engagement and Development for the Patriots, Thistle has seen it all over the last decade. She’s helped host countless playoff games, won a Super Bowl or three, and worked to find ways to keep fans entertained at Gillette Stadium. On this episode of the Voices of Experience podcast, she shares a behind the scenes look at what it takes to produce an NFL game, how she’s innovating on fan engagement in an era of at-home streaming, and what advice she has for people looking to break into the sports and entertainment industry.
Show Notes
Abbey Thistle is the Senior Director of Fan Engagement and Development for the Patriots.
Table of Contents
1:14 The “quarterback” of the game day experience
1:38 Mastering multitasking in real time
3:03 Why the script goes out the window
4:38 What fans don’t see behind the scenes
7:08 The challenge of creating stadium atmosphere
10:33 What Super Bowl week really looks like
13:04 Lessons from the Savannah Bananas
16:19 Finding a career in sports (starting at DU)
21:04 When promotions go off the rails
24:10 Show notes and credits
In this episode:
- Abbey Thistle on LinkedIn
- Today – Meet the woman behind the big new screen at the Patriots’ stadium
- Portland Press Herald – Meet the Mainer who oversees New England Patriots game day entertainment
- Deloitte – The stadium experience – Keeping sports fans engaged—and loyal
Related articles and information:
- Wall Street Journal: Sports Owners Transform Stadiums, Rethink Fan Experience
- Forbes: AI On The Field: How Tech Is Elevating The Fan Experience
- Savannah Bananas to play at Gillette Stadium for first time in 2026
Transcript
Nick Greenhalgh
This month on the Voices of Experience podcast, down, set—hey, is that SpongeBob on the video board? When it comes to the in-stadium experience for the New England Patriots, Abby Thistle is the quarterback. She calls the plays and puts people in a spot to succeed.
But with rising ticket and concession costs, coupled with elevated fan expectations, it can be hard to get people off the couch and into the stadium.
Abbey Thistle
“Our job is to make it so that they don’t want to be sitting at home. They want to be experiencing those moments—exciting moments with the people around them—and it’s making them want to stand up and high-five the person next to them.”
Nick Greenhalgh
That’s Abby Thistle, senior director of fan engagement and development for the New England Patriots. Over the last decade, she’s helped host countless playoff games, won a Super Bowl or three, and worked to keep fans entertained at Gillette Stadium.
On this episode, she shares a behind-the-scenes look at what it takes to produce an NFL game, how she’s innovating fan engagement in an era of at-home streaming, and what advice she has for those looking to break into the sports and entertainment industry.
Abby, welcome to the show.
Abbey Thistle
Thank you.
Nick Greenhalgh
Let’s start with a simple football comparison. Your job is much like the role of the quarterback, but for the game day experience. From managing the video board to loading up the next Bon Jovi song and cueing the fireworks, you have your hands in so much of the operation.
What prepared you for a role like that, and what’s the number one skill you’ve gained?
Abbey Thistle
I think the number one skill I’ve learned is multitasking at the highest level possible. You have to know what’s happening in the game at all times—what down it is, how much time is left, who has possession, what side of the ball you’re on.
At the same time, you’re following a script with sponsor elements, cheer performances and more. You’re watching the field, staying in the moment and being ready to react—whether it’s a touchdown, a sack or something unexpected.
So yes, multitasking at the highest level is the biggest skill I’ve learned.
Nick Greenhalgh
You mentioned that script—how much of what you’re doing is actually based on it?
Abbey Thistle
I always joke that you have your script, and then the game kicks off and you can pretty much rip it up.
It’s really a framework for what has to get done. You adjust constantly based on the flow of the game. If there’s an injury, you’re not running a trivia segment. It’s about being flexible and understanding what’s appropriate in the moment while still making sure everything gets in before the fourth quarter.
Nick Greenhalgh
You’ve said your team controls almost everything that happens on game day outside of the action on the field. What are some of those behind-the-scenes responsibilities?
Abbey Thistle
We oversee everything—from the video boards and halftime shows to pregame ceremonies, tunnel lighting, pyro, and fan activations.
We manage alumni appearances, cheer squads, mascots, and even the plaza outside the stadium. There’s a tailgate space with programming, and we’re responsible for making sure everything runs smoothly.
On game day, it’s a team of 90 to 100 people working together. We’re involved in everything from in-stand promotions to concerts and ceremonies. It really is all-encompassing.
Nick Greenhalgh
Let’s talk about fan experience. With changing expectations, how do you create an atmosphere that gets people excited to be there?
Abbey Thistle
It’s one of our biggest challenges.
When the team was consistently winning, the excitement was almost expected—so we had to find new ways to energize fans. When performance dipped, the challenge became getting people excited again.
At the same time, the fan base is changing. Season ticket holders are aging, tickets are being passed down or resold, and we’re seeing new audiences.
Our job is to make it so compelling that people don’t want to stay home. We want them to feel something—to stand up, high-five strangers and be part of the moment.
We’re still figuring it out, but I think we’ve found a good balance between tradition and innovation.
Nick Greenhalgh
What does Super Bowl week look like for you?
Abbey Thistle
It’s all hands on deck.
Because it’s a neutral site, both teams collaborate to make things equitable—from traditions to music to hype moments. Each team gets a designated break to energize their fans.
Behind the scenes, the entire organization comes together. People from departments you’d never expect are booking travel, managing logistics and supporting operations. It’s intense, but it’s also incredible to see everyone rally together.
Nick Greenhalgh
Let’s shift gears. The Savannah Bananas are redefining fan engagement. What can you take from something like that?
Abbey Thistle
What they’ve built is amazing. There are no rules—they can try anything, and if it doesn’t work, they move on.
That freedom allows them to focus purely on fun and fan experience. In pro sports, there are so many constraints, but the Bananas show what’s possible when you just prioritize entertainment.
It reminds me of my time in minor league sports—trying creative, sometimes ridiculous ideas just to see what happens. There’s something really special about that.
Nick Greenhalgh
Let’s talk about your career path. How did your time at DU shape where you are today?
Abbey Thistle
I wouldn’t be here without DU.
The sports management program led me to an internship with the Denver Broncos, which set everything in motion. That experience helped me discover what I actually wanted to do.
Even today, I still reference things I learned in that program. It gave me the foundation and the connections that led me to where I am now.
Nick Greenhalgh
What advice would you give students trying to break into the industry?
Abbey Thistle
Say yes to everything.
Be present, be helpful and be willing to jump in—even if you’re not getting paid. That’s how you learn and become indispensable.
Also, work in minor league sports if you can. You’ll learn every aspect of the business, and that experience is incredibly valuable.
Nick Greenhalgh
What’s one moment from your early career that still makes you laugh?
Abbey Thistle
We once had an intern in a SpongeBob costume who couldn’t see or move—and we couldn’t get them off the ice. The game literally paused while we figured it out.
We also tried shooting hot dogs out of a T-shirt cannon… and they exploded everywhere.
That’s minor league sports—chaotic, unpredictable and a lot of fun.
Nick Greenhalgh
So the lesson is: be SpongeBob, but don’t shoot hot dogs out of a T-shirt cannon.
Abbey Thistle
Exactly. And always check the breakers.
Nick Greenhalgh
Final question—what’s one piece of advice you’d leave our listeners with?
Abbey Thistle
Be the person people can rely on.
If you’re willing to help, show up and get things done, people will keep coming back to you. That’s how opportunities grow.
Nick Greenhalgh
That’s Abbey Thistle. Thanks so much for joining us.
Abbey Thistle
Thank you.
Nick Greenhalgh
For more on Abbey’s role with the Patriots, check out our show notes at daniels.du.edu/voe-podcast.
The VOE podcast is an extension of Voices of Experience, the signature speaker series at the Daniels College of Business, sponsored by U.S. Bank.
I’m Nick Greenhalgh, and we’ll talk again soon.