Meet Joe Sanfilippo

Alright – so today we’ve got the honor of introducing you to Joe Sanfilippo. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, so we’re so thrilled to have Joe with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?

I think my work ethic comes from my parents and the way I was raised. They’re hardworking, stand-up people—and their parents were the same. It’s something that’s been passed down through generations in my family. From playing sports at a young age through high school and even into college, I’ve always had that intrinsic motivation to be the best without cutting corners. I really believe that drive was something I was taught from early on.

Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?

At the core of everything I do—whether it’s representing athletes, growing brands, or leading a team—my mission is simple: I help people succeed.

I wear a few different hats. I’m a partner at Today’s Business, an award-winning digital marketing agency where we help brands scale through affiliate marketing, influencer strategy, and performance-based growth. I’m also a Managing Partner a Tomahawk Shades, a direct-to-consumer eyewear company, and an NFLPA Certified Agent with Upper Edge Sports, where I represent professional football players and guide them through the NFL and beyond.

What makes my work exciting is that I get to be in the trenches with people who are betting on themselves—whether that’s an athlete chasing a lifelong dream, an entrepreneur building something from scratch, or a young marketer on my team trying to carve out a career. I’m not just focused on winning—I’m focused on helping others win.

Lately, a lot of my energy has gone into helping college athletes navigate the world of NIL (Name, Image, and Likeness). We’ve helped secure 7-figure NIL deals, negotiated NFL contracts totaling over $1 billion, and built powerful platforms for athletes to monetize their brand now while also setting them up for life after football.

On the marketing side, we’re continuing to expand our affiliate program management offerings at Today’s Business. We’ve seen huge success working with fashion and lifestyle brands like FOCO, State & Liberty, and Mugsy—and we’re exploring new channels, from influencer collaborations to creator-driven commerce, to stay ahead of what’s next.

If there’s one thing I want people to take away from my story, it’s this: success is a team effort. I’m grateful to be someone others can count on—to provide support, strategy, and a little extra fuel to help them get where they’re going.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, the three qualities that have had the biggest impact on my journey are work ethic, adaptability, and fairness.

1. Work Ethic
This is by far the most important factor behind any success I’ve had. I’ve completely invested my life into my career—working, studying, and learning every aspect of the industries I’m in, from the moment I wake up until the moment I go to bed. Early on, I never said no to any opportunity. I took every chance I could to learn, even if it was outside my comfort zone or pay grade. That hustle compounded over time, and it’s what opened doors.

Advice: If you’re just starting out, say yes to everything you can handle. Show up early, stay late, and commit to learning every day. There’s no substitute for time in the trenches.

2. Adaptability
The industries I work in—marketing, sports, and media—change constantly. What worked yesterday might not work tomorrow. I’ve learned that you need to stay sharp, stay humble, and be willing to pivot. Whether that means changing strategy, diversifying services, or bringing in the right partner—it’s about moving fast and staying ahead of the curve.

Advice: Stay curious. Study trends. Be willing to unlearn things. The people who win long term aren’t stuck in their ways—they evolve.

3. Fairness
Always be fair. Always be honest—with others and with yourself. Know your worth, know other people’s worth, and treat everyone with respect. I’ve always believed in building win-win partnerships. If something feels one-sided, fix it. Because in the long run, your reputation is everything—and if you lead with fairness, people will want to work with you again and again.

Advice: Don’t let short-term gains ruin long-term relationships. Be the kind of person people trust to do good business, every time.

Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?

I’ve been incredibly fortunate to have some amazing mentors throughout my journey—people who not only shaped my career but also had a real impact on who I am today.

Tom Ottaiano has been like an older brother to me. He took me under his wing early on and taught me how to close deals, how to work hard, how to show up consistently—and maybe most importantly, how to carry myself with confidence. His leadership and belief in me gave me the foundation I needed to thrive in business.

Billy Ash was my roommate when I was living in New Jersey, and he taught me everything I know about digital marketing. Without exaggeration, he’s one of the most talented digital marketers I’ve ever met. His work ethic, creativity, and relentless drive are something I’ve always admired and tried to emulate. I have a ton of respect for him and all he’s accomplished.

Andy Ross is a legend in the NFL agent world and has been a true mentor to me. He makes things happen that most people would think are impossible. I’ve watched him pull off moves that amaze me to this day. His ability to navigate high-stakes situations with calm and confidence is something I continue to learn from every time we talk.

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