Academy — Training & Certification
Industry-grade curriculum in sponsorship, brand partnerships, sports & entertainment marketing, valuations, rights packaging, negotiation, activation, and ROI.
ABOUT
Brianna Appel
Partnerships • Sports Marketing • Brand Strategy
6+
Figure Partnerships
10+
Years in Sports & Entertainment
What is Seat Theory?
One ecosystem. Five interconnected pillars. All working together to power the partnership economy.
FOUNDER
About Brianna
I build the talent, strategy, and infrastructure that power partnerships across sports, entertainment, and culture.
After a decade designing modern partnership systems across Disney, Netflix, Warner Bros., and professional sports organizations, I realized the biggest opportunities weren't just in the campaigns—they were in the partnership operators behind them.
I've led partnership strategy and activation programs generating $8M+ in value, built sponsorship operations that improved partner visibility by 35%, and developed multi-channel campaigns increasing engagement by 60% for brands across the NFL, MLB, Nike, and global streaming platforms.
10+
Years in Partnerships
$8M+
Partnership Value
92%
Operator Certification
The Gap I Saw
Women remain underrepresented in high-impact roles across sponsorship sales, partnerships, sports marketing, and entertainment marketing. The partnership economy is growing faster than the talent pipeline can support. So I built the solution.
Community Leadership
Women in Sports & Events (WISE)
Board Member
Natasha Watley Foundation
Board Member
3,000+
LA women served
40+
programs produced
62%
increase in equitable access
The Expertise
- Partnership strategy
- Asset valuation
- Revenue systems
- Media ecosystem design
- Campus activation
- Cultural marketing
- Sponsorship ops
- Deal structuring
- Executive communication
- Community engagement
Education
California Lutheran University
B.A. Marketing Communications
B.A. Sports Management Magna Cum Laude
B.A. Sports Management Magna Cum Laude
University of Southern California
Organizational Resilience & Leadership Certificate
The Philosophy
"Partnerships should create value for everyone — the brand, the property, the audience, and the operator who makes it happen."
This belief drives everything at Seat Theory.
The Seat Theory Platform
Agency — Campaigns & Representation
Partnership strategy, cultural campaigns, and brand collaborations for women athletes, creators, executives, and rights holders.
Marketplace — Matching Brands & Culture
A multi-sided marketplace connecting certified operators, minority-owned and culture-led properties, and brands that want smarter, more resonant partnerships.
Media — Cultural Authority & IP
Content, newsletters, LinkedIn POV, events, and storytelling at the intersection of women, culture, partnerships, and revenue.
Rooted in the Industry
Brianna's work and leadership are grounded in real campaigns, real communities, and real organizations across sports and entertainment.
Interested in working with Seat Theory?
Whether you're building a career, a team, or a campaign, Seat Theory is designed to meet you where partnerships, culture, and revenue intersect.