Sara Keys

Director, Global Partnership Solutions at the Sacramento Kings

“Sara Keys leads partnership strategy and go-to-market platform development, helping create innovative sponsorship opportunities and managing major global partners such as Coca-Cola and Amazon Web Services.

With a background in Sports Marketing, Sara has built multimillion-dollar partnerships and launched first-of-their-kind platforms, including entertainment collaborations with artists like 50 Cent. She believes success in sports business comes from being bold, using your voice, and standing firm in your knowledge.

Balancing a leadership role with family life, Sara prioritizes structure, time management, and setting boundaries while making time for fitness, family, and community.

Thank you, Sara, for sharing your insights and inspiring the next generation of women in sports.“

– Zara

Please describe your role & responsibilities at that position?

Lead strategy and go to market platform development.

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

Sports Marketing. My education was helpful in teaching me all things marketing, advertising, strategy and most importantly, networking!

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

Managing multimillion dollar partners like Coca-Cola, AWS, and more. Building out never been done before platforms. Managing first time entertainment partnerships (50 cent) and advancing key partnership renewals.

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

Being BOLD! Having a voice, speaking up, and standing firm on your knowledge.

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

Time management and serious structure. I have a full time job and am married with two babies. I manage to workout 4 days a week, have time for my husband and I, cherish every moment with my kids, AND have a social live. However, my days are structured and start at 5:30am. I say no if sometime in my schedule doesn’t make sense, I leave the office at a certain time, and I try not to sweat and stress the small stuff!

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?

VERY important. They are key. Mentors have showed me my blind spots, help me grow in areas I didn’t know I needed growth in and spoke into me in powerful ways.

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?

Sort of. Coming out of my second maternity leave, I absolutely had to elbow my way back into the mix at work and press hard to make my voice heard again. A male was given a similar role to me while I was out and navigating that when I returned + getting back up to speed was really hard. Perspective helped me a lot.

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

I love knowing the community rally’s around the team and it’s one or two nights during the week every type of person comes under one roof and is aligned and sharing the same sentiment about something. It brings people closer

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

Stand firm on who you are and what you want. The path forward might always look how you thought it would, but you’ll get there one way or another. Network network network. Get mentors in the industry.

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

Have another baby! Explore other interests on my heart!

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

I have a 2 year old and an 18 month old. Love working out and hosting friends for pool parties 🙂