Training & Certification
Train and certify operators in sponsorship, valuations, rights packaging, activation strategy, narrative design, cultural fluency, and ROI.
Explore Academy →
THE PARTNERSHIP ECONOMY
Now Building
The Partnership Marketplace for
Culture, Sports & Entertainment
Training operators. Powering campaigns. Matching brands with culture.
Seat Theory™ builds the talent and infrastructure behind modern partnerships across sports, entertainment, and the creator economy. We train operators, run campaigns, and connect brands with culturally aligned businesses.
Scroll to explore
Rooted in the industries that move culture.
Our leadership and work span campaigns and partnerships across major leagues, networks, and platforms.
Four layers. One marketplace.
Education, execution, matching, and media — all working together.
Campaigns & Execution
Campaign strategy, activation, and partnership execution for brands, women athletes, creators, and rights holders.
Explore Agency →Matching Brands & Culture
Where brands meet culturally rooted businesses and certified operators. Matching briefs → operators → opportunities → outcomes.
Visit Marketplace →Insights & Culture
Insights, content, newsletter, and events — shaping how the industry understands partnerships and culture.
Explore Media →For brands, teams, leagues, and businesses
If you're responsible for sponsorship, brand partnerships, talent, or cultural marketing, you're feeling the same pressure as everyone else: do more with less, move faster, and still protect brand equity.
Seat Theory gives you access to operators who understand rights, revenue, culture, and execution—plus strategic support when you need it.
Certified partnership operators
We develop operators who understand rights packages, valuation, activation, and reporting—not just "marketing in general."
Strategic partnership support
From deal architecture to renewal logic, we help teams design and execute partnerships that actually perform.
Cultural fluency built in
Our ecosystem centers women and the audiences driving viewership, fandom, and spend—so your campaigns feel right, not random.
Build a Career That Moves Culture
Move from "helping with the deck" to running the room—and the deal.
01
Learn from Operators
Real deal structures, not textbook theory
02
Get Certified
Make your skills legible and credible
03
Join the Network
Women who get what you do
04
Access Opportunity
Marketplace, placements, media & more
MEET THE ARCHITECT
Brianna Appel
Operator • Strategist • Builder
6+
Figure Partnerships
10+
Years in Sports & Entertainment
Building what didn't exist: a training ground, a credentialing system, and a marketplace for the women who actually run partnerships.
The Cultural Lens
Stories, analysis, and commentary at the intersection of women, partnerships, sports, entertainment, and culture.
The Seat List
Weekly signal, zero spam
Learn More →POV & Commentary
Real takes on the industry
Learn More →Events & Sessions
Conversations that matter
Learn More →Podcast & IP
Deep dives, interviews, originals
Stay Tuned