Lindsey Felder

Sponsorship Activation Manager for the Dallas Mavericks

“Lindsey Felder, Corporate Sponsorship Activation Manager

Lindsey oversees corporate partnership activations, managing sponsorship assets, in-arena promotions, digital campaigns, hospitality, and multi-year agreements to maximize partner ROI and enhance the fan experience.

With a background in Communications, PR, Business, and Marketing, she began her career in membership sales before discovering her passion for experiential marketing and cross-collaboration. She prides herself on bridging the gap between sports fans and major brands.

As a Black woman in sports, Lindsey emphasizes using your voice, building strong relationships, and betting on yourself. She credits mentorship and self-care as key drivers of her growth.

Her long-term goal is to launch her own sports marketing agency and create a mentorship program for young women and minorities pursuing careers in sports.”

– Zara

Please describe your role & responsibilities at that position?

• Maintain day-to-day contact and manage fulfillment of corporate partnership portfolio

• Create and upsell new regular season/playoff assets for partners

• Produce event branding and organize appearances based on partner’s initiatives

• Project manage internally with all social, marketing, content, PR and digital departments to execute partner assets, including promotions, sweepstakes, community events, appearances, media, signage, digital and social content development

• Manage partner deliverables, sponsorship budgets and maximize ROI for multi-year terms • Run departmental reports, build and present partner recaps and develop renewal agreements

• Attend all home games to manage partner hospitality, in-arena promotions and signage.

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

I studied communications with a PR concentration and a minor in business during my undergraduate studies. I studied marketing during my graduate studies.

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

My 1st sports career job involved acquiring membership sales for the Atlanta Hawks. From there I developed a passion and appreciation for cross-collaboration and creating memorable experiences for sports fans. Working for the CIAA conference, I had the opportunity to exercise my marketing skills through partnership activations. It became rewarding to problem solve and innovate experiential promotions for industry leading brands. Today, I have the pleasure of bridging the gap between sports fans and national/ international brands. Without these milestones and support around the industry, I would not be in the management position that I have to date.

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

As a woman in sports, you have to work twice as hard to prove that you belong. It’s easy to fall into the trap of competing with other women for notoriety, or challenging your male peers to showcase dominance. However, the reality is your biggest competition will always be you and how you view yourself in these spaces. As a black woman in particular, I strive everyday to reach new heights in my sports career so the next generation can see that anything is possible. I had to learn to use my voice more, partner up with my female counterparts, and volunteer for any potential leadership opportunities to earn the respect of my peers.

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

In order to manage a work life balance, you must schedule time to pour into yourself, the same way you do with your work. Working out, eating healthy, hanging with family and friends, reading, going to church, getting rest, or watching fun TV shows/movies is a good way to disconnect from your daily responsibilities. Self-care is essential to my daily routine because I’m not my best at work, if I don’t take care of myself when I’m not working.

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?

Mentorship is so important in sports because you quickly will realize that the sports world is small. Certain relationships you develop throughout your career, can propel you to your next opportunity. I’ve had male leaders that believed in me and saw things in me that sometimes I couldn’t see myself. Without their influence, I wouldn’t be as far as I am, in my sports career. My current leadership team consists of powerful women who empower me, value my efforts, and put me in position for success. Their faith in me makes me strive harder to become 1% better everyday.

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 feel that over the years women have progressively become more dominant in the sports industry, but there is still a ways to go. The past few years seen a rise in female reporters/analyst, leadership positions and WNBA viewership/ engagement. The more that we uplift these women in these spaces, the more doors will open for other women to come. Women have always been more than capable of leading in sports roles, but it takes just one mentor, executive leader or fan base to entrust us in doing so.

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

I enjoy working in sports entertainment because we have the ability to give fans a reason to smile, in a world full of chaos. Sports connects individuals from every walk of life and gives us an escape from our worries for a few hours out of the day. I’ve been fortunate to manage and refer aspiring college students to sports leading positions, honor veteran soldiers through game night sponsorships, and highlight undeserved communities through NBA cares initiatives. The most challenging aspect of this industry, is finding new ways to give every single fan a unique experience. With the help of our sponsors, we are challenged to create new fan experiences that reward the individuals who spend their hard earned money to support our favorite teams. However, the fluctuating economy has shifted budgeting priorities for businesses. We must work daily to show sponsors that the reach and engagement of sports fans, is both valuable and an effective return on investment for meeting their business needs.

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

Take risks, establish long-standing relationships and be an asset. There are millions of people who would love to work in sports. So how do you cement yourself in the rooms of decision makers, to guarantee your seat at the table? Be willing to travel and explore new markets, volunteer your time, leadership and experience where you see open opportunities, and continue to bet on yourself. Most importantly, have fun while doing so. Working in sports is a once in a lifetime opportunity, so enjoy the journey and embrace the process.

What is your long-term personal goal that you still want to achieve both business wise and personal?

Long term I aspire to develop my own sports marketing agency or become one of the top industry sports marketing executives in the world. I also want to start my own mentorship program for young women and minorities who aspire to the work in sports. I will provide them with mentors, projects and internship opportunities so they can discover what sports role suits them best. I remember being the person who didn’t have a clue on what path to take, to break into the sports industry. Once I found my way, I made it my mission to help any aspiring sports professional to find their way as well. There are so many brilliant minds that are waiting for an opportunity to thrive in this industry and I look forward to helping them along the way.

Any fun facts or interesting things you’d like the world to learn about you? Favorite food, hobbies, pet peeves, etc.?

Fun facts about me… I love music, fashion, traveling, laughing and great food! I love spending time with my family because it keeps me grounded and I rely heavily on God’s guidance over my life. I’m very grateful for everything I have to date and I look forward to what more is in store for me as we enter the year of the horse.