Annie Artz

Senior Director of Sponsorship Strategy at the Premier Lacrosse League

Thank you, Annie, for sharing your journey, insights, and passion for building the future of sports. As Senior Director of Sponsorship Strategy at the Premier Lacrosse League, Annie Artz is shaping the future of partnerships by blending data, storytelling, and strategy to drive new revenue. With a background in psychology and mass media, she brings curiosity and critical thinking into everything she does. Her career path took off through hard work on Olympic sponsorship projects, eventually leading her to Team USA before joining PLL. Annie emphasizes preparation, confidence, and mentorship as keys to success in the sports business, while also highlighting the importance of staying active and grounded to balance work and life. She’s passionate about growing the PLL and WLL to new heights, while continuing to build innovative partnerships that leave a mark on fans and the industry alike.

– Zara

Please describe your role & responsibilities at that position?

My team works on anything that touches new partnership revenue at the league. We build our pitches, blend our data with storytelling, and work through deal valuations

What did you study in college and how did your educational background shape your career in the sports industry?

I studied psychology and mass media. While there is obvious connectivity between what I do and what I studied, I think ultimately my studies encouraged me to stay curious, and ask why, which is in my opinion critical to being successful at my role

Can you share the key milestones in your career that led you to your current position in the sports industry?

I worked at a sports sponsorship consulting agency and while there worked on a project involving the Olympic movement. A few months later, my boss left to lead sponsorship at Team USA/ LA28, and a few months later, I joined him. Working at Team USA was pivotal for my career and I wouldn’t have gotten there without working my tail off on my Olympic project at the agency just a few months before.

What are some of the biggest challenges you’ve faced as a woman in the sports business, & how have you overcome them?

It’s gotten much better, but still, often I find myself as one of the few women in the conference room. In any situation, being prepared and knowing your stuff inside and out is what drives confidence, and confidence is paramount to success. With confidence and trust that you know your stuff you are unstoppable.

​Balancing a career is demanding. How do you manage a work-life balance? What strategies have worked well for you?

It’s difficult! I’ve found that ensuring I stay active, whether it’s a run or yoga, and waking up with a morning walk/seeing the sunshine keeps me grounded. My priority and to do list are my holy grail, and learning how to delegate and grow your team is super important.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

Having a mentor is super important — someone you trust, and who will encourage you but shoot you straight. For me, it’s actually been my brother, who is not in the industry but has helped me navigate my career.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

I do think now women are really taking the industry by storm. It’s improved dramatically over the last 5-10 years. I think continuing to build programs at the university and high school level that educate about all the different roles in sports is important.

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging ?

Seeing your work come to life and how much it means to the fans is amazing. It’s cheesy, but being able to make someone’s day or life is incredible, and it’s an honor to do it. For me at the PLL being able to help build a league from the ground up is also extremely rewarding.

Sports are unpredictable and that can be challenging. A 100 degree day, or a thunderstorm, can throw off an entire game weekend, and there’s simply nothing you can do. That being said, the unpredictability is also what makes it fun 🙂

What advice do you have for young women aspiring to build a successful career in the sports industry?

On a tactical note, read a lot! Read about the latest trends in tech, fashion, you name it, not just sport. The cool thing about sports is that it is shaped by and shapes pop culture. You never know where your next big idea will come from!

It may take a few different roles to figure out what you like! You may have your dream role, and soon realize it’s not actually your dream role, and that’s so okay. It’s all a process, but if you work hard, are a good person, and continue to be a lifelong learner, you are in good shape. If you work hard, are a good person, and continue to be a lifelong learner, you are in good shape.

What are your long term personal goals that you still want to achieve both business wise and personal?

Build the PLL and WLL as big as it can be! Personally, I want to build creative partnerships that have never been done before!

Any fun facts you’d like the world to learn about you?

I love to travel, play hockey, hike, and cheer on my favorite sports teams!