5T Sports – Futureproofing the Sports Industry

5T Sports Group Drives Triple Bottom Line Returns for the Sports Industry

It Takes a Team. We're Your Coach.

Teams, Leagues & Venues

We help professional sports teams drive profitability by ‘greening’ their operations, future-proofing their partnerships and deepening the connections with their fans.

Progressive Brands

We work with environmentally and socially conscious Fortune 500 companies to deepen and amplify the impact of their sports partnership investments.

Host Cities

Smart Cities know that hosting major events can and must deliver economic returns, respect scarce resources and deliver social impact. We work with them to ensure return on investment.

Our game is a social institution. With that comes enormous social responsibility.

Bud Selig, MLB Commissioner 1989-2015

When 5T was founded in 2008, two strong market forces were emerging – global financial recession and escalating climate change risks to sports operations. Sensing the need for the industry to adapt for the future, we began building our practice around 3 key pillars: Sustainability, Technology and Community.

The sports properties and partners who use their resources responsibly, deploy technology for efficiencies and strengthen their connection to their communities will weather the downcycle, but set themselves on course for long-term business sustainability.

As a sports organization, sports brand, host city or partner, we work to make you stronger. Because at the end of the day, we’re fans, too. And we want the game to go on forever.

Meet our Team

We are a team of Five Tool Players*, capable of contributing strategically, tactically and in a variety of roles. We put together the roster based on your needs - no overhead, just the expertise you need, how you need it.

Aileen McManamon

Vancouver/Chicago

Specialties: Marketing Strategy, Partnership Optimization, Fan Engagement, Economic Impact.

Globally focused, Aileen is the in-house crystal ball. Equally experienced on the brand and the team side of the ball.

John Mahnen

Amsterdam

Specialties: Event Management, Gameday Operations, Broadcast Media.

John brings an attention to detail and a context to every project that is invaluable. His extensive experience and terrific sense of humor make him a joy to work with.

Claire Poole

London

Specialties: Communications Strategy, Content Curation, Global Insights.

Claire brings a balance of light-hearted humility and dead-on business acumen that result in truly great work getting done and making an impact. She is an absolute ninja.

Keld Strudahl

Copenhagen/Lausanne

Specialties: Brand Strategy, Sports Marketing, Media Planning, Corporate Partnership Management.

Keld is the former Global Marketing Director for Carlsberg Brewing and exceptionally versed in high level strategy for events, leagues and teams. Affable and brilliant in the same go, and with integrity and candor as his go-to tools.

Al Bryant

Berlin

Specialties: Global Brand Strategy, Campaign Creative, Media Strategy.

Foresight, perspective and leading edge creative come from Al's extensive consumer marketing expertise throughout Europe. An artists's vision and a surgeon's scalpel see, to lay side by side next to Al's Macbook.

Chris Fox

Vancouver

Specialties: Team Operations, Ticket Sales, Athlete Relationships.

Chris is a player's player. WIth a college, pro and coaching career in lacrosse, he is native to the game of sports management and marketing. He brings vision and heart to every campaign.

In Memorium - Mike Redlick

We are deeply saddened by the passing of our partner and great friend, Mike Redlick. Mike was a teammate and mentor to countless individuals in the sports industry whose warmth, generosity and terrific sense of humor will be forever missed by all who were honored to know him.

Mike's rich background spanned numerous NFL and NBA team brought a deep knowledge of the ins and outs of implementing brand strategy redesign and change management.