“Your Cousin, From Boston”: 2025 National Sports Forum Boston Recap

The National Sports Forum returned to Boston for the first time since 1998. Trak was back as a sponsor, and it was a lively environment at the Westin Copley Square and the official bar, Yard House.

Boston is rich in history, and just down the street from the longest-standing public library in North America—the Boston Public Library’s Central Branch, established in 1848—you could feel history in the air. Receptions at Fenway Park and Gillette Stadium, along with conversations with longtime friends, customers, and regular attendees, added to the experience.

Due to the sheer busyness of the event, we weren’t able to attend as many content sessions as we would have liked, but a few highlights included:

• Jim Nolan, Sr., COO of Kraft Sports & Entertainment, delivered the keynote address at the Budweiser Gala at Gillette Stadium. Touring the facility made it clear that security, innovation, and best-in-class fan and partner amenities remain top priorities. The Patriot Place development ensures year-round traffic with shopping, dining, and entertainment options. One standout initiative is the stadium's reversed parking model—parking is free, and those who stay 75 minutes after gametime receive a $50 gift card. The Lighthouse, the largest of its kind, is open seven days a week, offering visitors a panoramic view of the field and surrounding area. We had to thank Jim for his great speech and our continued business together.
• Tory Pachis (CMO, Amica Insurance), Rob Crain (President, Boston Celtics), and Doug Nickerson (Head of B.I., Trajektory) discussed the Celtics’ jersey patch sponsorship. They highlighted the brand equity jump, community and staff impact, and the effectiveness of the short and sweet logo incorporation. The past two Celtics patch sponsor CMOs had vouched for the opportunity, saying the market was near saturation—hence, the new opportunity for Amica.
• Brett Baur (VP of Corporate Partnerships, Vancouver Canucks) and Travis Misner (Director, Team Partnerships & Strategy, Playfly) shared best practices on integrating media and sponsorship to maximize impact. They presented compelling insights, including the Pittsburgh Penguins' partnership with US Steel, which achieved massive success through its Reading Champions youth program, incentivizing participation with Penguins hockey rewards. Misner, whose wife works in HR, noted that for the cost of hiring 10 new employees, a company could secure a partnership that boosts employee loyalty, reduces attrition, and enhances recruitment.
• Kensha Grandoit (Account Manager, Partnership Marketing, BSE) provided a turnkey look into the Brooklyn Nets’ partnership with American Express. The collaboration encouraged more fans to use their Amex cards while enhancing their experience inside and beyond the arena.
• Alex Wesley (Director of Marketing, USTA New England) shared innovative strategies for growing tennis participation and increasing sponsor involvement, including a notable Wilson partnership example.
• The Cleveland Browns won the SAMMY Award (Sales, Advertising, Marketing, and Management Idea of the Year) for their “Stop the Streak” campaign—congratulations to a proud Trak client!

We met many incredible vendors, but one standout was America’s VetDogs Foundation. Learning about their mission—assisting individuals with PTSD, trauma, and disabilities—was inspiring. It was great to see their trained service dogs placed with Trak clients like the Washington Capitals and Utah Hockey Club (sponsored by AFCU).

The Trak Team’s Experience

The Trak team, featuring Charles (Chip) Reynolds (who celebrated a Case Cup win for his alma mater, GWU, centered around an NBA Europe league) and Jermaine Davis, stayed busy with about 20 clients in attendance and plenty of new connections to make. NSF Founder Ron Seaver stopped by our booth while we were virtually launching a major new collegiate client, making an appearance to thank us for our participation—an incredibly special moment.

Nothing beats face-to-face interactions, learning about the latest industry trends, and sharing insights. The long-term value of these connections is impossible to measure.

We can’t wait to be back next year in St. Louis—hopefully catching a Blues game and enjoying some cold Anheuser-Busch products in the process!

It’s the end of an era and the start of a new one, as Monday’s announcement confirmed NSF has been acquired by Sports Business Journal. Cheers to an incredible run, Ron!

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