Portfolio
I have been fortunate to create, sell and manage some of the biggest sponsorships in sports and entertainment.
Sponsorship Sales/Account Management: Coca-Cola
Managed Coca-Cola, one of NASCAR's largest sponsors, which held significant influence across the industry, spanning race teams, drivers, tracks operators, media partners - and the Coca-Cola 600 Race Entitlement. Led incremental sales, events and marketing programs, such as NASCAR Salutes presented by Coca-Cola or the Coca-Cola Chase Happiness online promotion during the NASCAR playoffs. Key KPI: NASCAR themed POP was the #1 requested POP system-wide, for years.
Sponsorship Sales/Innovation and Revenue Generation: NASCAR Fuel for Business
I led the growth strategy for NASCAR’s award-winning B2B program, which generated tens of millions in additional revenue for official partners through quarterly events over tens years. Every year we enhanced the program by selling in more partners, incorporating more structure, thematic content development, educational elements, and by creating proprietary speed networking software. The program was recognized as "one of the best assets in professional sports" by The Wall Street Journal and won the Cynopsis Sports Media Award – Best B2B Program & Proprietary Asset, recognized for delivering innovative sponsorship value across B2B and B2C marketing.
Endeavor Analytics: Thought Leadership State of Athletes
Sold and conducted multiple thought leadership reports including State of Golf, Women and Sports, and State of Athletes. The 2024 State of Athletes addressed recent trends of athletes becoming big brands, content creators, NIL landscape and athlete assessments across NFL, NBA, MLB, PGA, NASCAR, F1.
Endeavor Analytics: Leagues Revenue Audit of NFL, NBA, MLB, NHL, PGA Tour and F1
Conducted a deep dive analysis of Property Revenue Models, of NFL, NBA, NHL, MLB F1 and PGA Tour. Topics included: What Brands Want, State of League, Media Rights Revenue, Sponsor Fees Breakdowns and Reporting, International Rights Expansion, Player Rights, Digital / Social Media Sales Approach, Trends Case Studies, Current, Sponsor Lists, etc.
Experiential: NASCAR After the Lap
Our team conceived and sold sponsorships for this flagship 7 year event during NASCAR Champions Week in Las Vegas, which attracted over 3,500 fans annually. The driver Q&A live event provided sponsors with a 360-degree marketing platform, delivering tens of millions of media impressions each year. As one Ford executive noted, “It generates one of the most significant returns out of all our programs, and the fans love it too.”
Digital Integrated Sales and Marketing: Toyota, Chevy, Ford
Created, sold and managed one of the largest and unique promotions in sports. Using our strong relationships with OEM Partners, we combined Toyota, Ford and Chevy into one national promotion. This promotion surpassed all goals including 3.5M database entrees and $30M in ROI to partners.
Awards/Presentation
My team was awarded the ANA Genius Award for our innovative use of research to drive stronger business results in the NASCAR Industry. As a result, I spoke to 850 executives at the ANA MAsters of Measurement Conference
Contact
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