By Patrick Boyle and Jonathan Tremblay
Riders linebacker Brian Peters followed a similar path many of the men in Green and White go down. After the NFL training camp circuit, they look for a chance to prove their skills…anywhere. The biggest difference from Peters and the rest? Marketing.
Originally from Iowa, Brian joined the Riders in 2012 after a number of NFL training camps: “I wanted to come straight up here and play the game.” It’s been quite a journey for him, already at a young age.
Peters grew up playing sports in the Midwest and shares that he clearly got the sports genes in the family, shooting up past his brother, sister and parents in height and participating in junior sports from a young age. “I was a baseball guy. My uncle was a scout for the New York Yankees and he motivated me all the way,” says Peters.
Like many athletes, Brian’s parents played a large role in his career: “My parents drove me to every game. They were always there for me.” It was in high school that Brian met other mentors that would share their passion for football, and train him to always get better. After high school, it was the notorious athletic-academic program of Northwestern University that won him over.
“I fell in love with nearby Chicago,” says Peters. “I was also inspired by Coach Pat Fitzgerald. His energy, intensity and his passion grabbed me. He helped me grow as a person, as a football player.” While playing for Fitzgerald, one of the youngest college football coaches in the country, Brian truly began developing. That doesn’t mean he didn’t also focus on academics.
Brian obtained a degree in organizational change, marketing and communications, then went on to finish a Master’s degree in sports administration and marketing. He plans to be in sports his whole life, and that means working on his personal brand. His marketing skills and determination is what got him where he is today: “Once I decided to join the CFL, I sent an email to every team,” says Peters. “It said ‘I’m willing to work my tail off; I’m looking for an opportunity’. That’s how I joined Rider Nation and so far, everything has exceeded my expectations.”
He says it’s been an amazing experience so far and he couldn’t be happier with his Riders experience. “I was told it was like Green Bay in the NFL. Fans are crazy. We have so much support and the Labour Day game was absolutely insane,” says Peters. “I hope to play the game for a long time, 10 years if I’m lucky.”
After his football career is over, Brian hopes to work as an ad man for a larger brand like Nike, UnderArmor or other major sports brands. With all this marketing and branding experience, Brian is a big fan of what the Riders are doing: “It’s great. You see it everywhere.” Adding that it’s impressive that the Roughrider green goes across borders and is truly a Canadian brand.
Watch Brian and the Riders as they continue their journey to the Grey Cup on Oct. 26 against the Calgary Stampeders.
