LA28, Legends, and the Playbook for Modern Partnerships with Nicole Jeter West

Big brands aren’t buying “spots & dots” anymore. In this conversation, Nicole Jeter West traces a path from the Knicks and US Open to Legends and LA28 to show how partnerships actually create value now, beyond stacking impressions. She explains why a primetime NWSL championship mattered, what it takes to design “assets beyond the rings,” and how to frame outcomes so both the property and the partner win.Nicole is also diving into her operator’s playbook: packaging the road to LA28, sequencing categories, and aligning a complex web of stakeholders, including IOC, IFs, NGBs, and the USOPC — so activation feels seamless to fans. Finally, she breaks down why she launched Vanguard Maven Group, her board work in women’s sports, and how a multi-generational team helps her build for where attention is going next. In this episode, you’ll hear:Why real partnership beats “spots & dots,” and how aligning brand–property objectives leads to better fan and athlete experiencesHow LA28 built “assets beyond the rings” and packaged the road to 2028 so partners commit earlier Why the U.S. Olympic and Paralympic model’s reliance on private dollars changes category strategy, rights management, and governance across IOC/USOPC/NGBsHow legacy properties turn cost centers into P&L growth, with lessons from standing up digital partnerships and modernizing go-to-marketVanguard Maven Group’s three-pillar model of Strategy, Storytelling, and IP Creation and how they reach Gen Z without losing core fansResources and Links:Connect with Nicole Jeter West on LinkedIn and learn more about Vanguard Maven Group on their website.Learn more about Next League on our website and LinkedIn. We are leading sports organizations into the digital future.Dave’s book is available now! Get your copy of The Business of Sports Technology: How To Make Smart Decisions That Drive Your Organization Forward.