Gensler Launches Sports and Brand Advisory Service Led by Molly Mazzolini
The new service brings brand positioning, naming rights, sponsorship, revenue and fan-experience advice into early sports venue planning.
Gensler has launched a Sports and Brand Advisory service for sports and entertainment clients, led by Molly Mazzolini, the firm’s new Global Director, Sports & Brand Strategy.
The service will advise owners, leagues, teams, boards, and brands on brand positioning, naming rights, partnerships, revenue opportunities, and fan experience before venue design begins. Mazzolini will also lead brand strategy across Gensler’s global sports portfolio.
“Molly’s appointment brings together the ambitions of owners, the power of brands, and the creativity of our global team.” — Jordan Goldstein, Co-CEO, Gensler
Mazzolini co-founded Infinite Scale Design Group, a sports design consultancy whose work spans NFL stadiums, MLB ballparks, NBA arenas and five Super Bowls. Earlier in her career, she worked on sponsor rights for the 1996 Atlanta Olympic Games and brand management for what is now the U.S. Olympic & Paralympic Committee.
Gensler said the service combines commercial and brand strategy with its design work as venues add hospitality, entertainment and other year-round uses. Its sports portfolio includes McDonald’s Park, Capital One Arena and training facilities for several WNBA teams.
