Southlake’s TrailRunner Teams With Legends to Launch Strategic Sports Business Group

TrailRunner International and experience company Legends have formed TrailRunner Sports to revolutionize communications and business strategies in the global sports arena, from leagues to teams to educational institutions. TRI says a search  is underway for a president to lead the groundbreaking group. 

Southlake-based strategic communications firm TrailRunner International and global premium experiences company Legends announced Tuesday the formation of a new joint venture called TrailRunner Sports. The venture will focus on delivering communications and business strategy support to clients including sports leagues, professional teams, educational institutions, owners, investors, and brands.

TrailRunner International has worked on many recent significant sports transactions for a growing roster of high-profile sports clients, including professional teams, conferences, investors, educational institutions, non-profits, and others.

“We’re very excited to join with Legends, the world’s premier sports and entertainment experiences company, to launch TrailRunner Sports and expand our joint businesses further into the global sports industry,” Jim Wilkinson, executive chairman of TrailRunner International, said in a statement.

“Decision makers in sports today face an unprecedented set of reputational and strategic challenges,” WIlkinson added. “These challenges no longer fit into neat categories and strategic communications plays a more important role than ever in business success. TrailRunner has a strong and proven track record of delivering results for our sports clients, and this new joint venture will allow our firm to expand our core offerings into new areas of exciting service and growth.”

Founded in 2016, TrailRunner International also has offices New York, Abu Dhabi, Dubai, London, Nashville, Shanghai, and Northern California. It’s part of McLarty Diversified Holdings, a strategic business partnership between Jim Wilkinson and Franklin McLarty.

Earlier this year, Wilkinson and McLarty announced their purchase of the Dutch professional football team MVV Maastricht. Wilkinson also serves on the board of trustees for the Women’s Sports Foundation.

Helping clients navigate the ‘increasingly complex’ business of sports

TrailRunner Sports will operate as an integrated business unit of TrailRunner International, focusing on delivering communications and business strategy support to clients including sports leagues, professional teams, educational institutions, owners, investors, and brands.

TrailRunner said that both it and Legends have proven, longstanding, and trusted relationships with the world’s most well-known sports brands and leaders globally.

Legends supports leading sports and entertainment organizations, venues, and attractions with a data-driven 360-degree service solution including feasibility and research, venue development, premium ticket sales, global partnerships, food and beverage, and omnichannel merchandise, supported by business intelligence to drive commercial revenue, fan engagement, and brand value.

Legends has partnered with many of the world’s most iconic and innovative brands, including the Dallas Cowboys, the New York Yankees, Real Madrid, SoFi Stadium, One World Observatory, FC Barcelona, University of Notre Dame, and the Ryder Cup, as well as leagues and properties such as the NFL, MLB, NASCAR, and PGA of America.

“The power of communications has never been more important than today,” Legends Chief Communications Officer Stacey Escudero said in a statement . “We’re proud to bring new expertise with TrailRunner Sports to our clients who will benefit significantly from our complementary offerings to help them drive revenue, enhance the fan experience, and build a diverse and inclusive future for sports.”

“The business of sports is an increasingly complex industry, and we’re excited to partner with TrailRunner International in serving our clients around the world,” Escudero added.

TrailRunner said it recently began an executive search for a new leader for the joint venture who will serve as president for TrailRunner Sports, and report to TrailRunner International CEO Jim Hughes.

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