Aileen McManamon is the Founder and Managing Partner of 5T Sports Group, a global sports management firm and certified B Corp. 5T focuses on creating triple bottom line returns for professional sports leagues, teams and major events from back-of-house venue & supply chain innovation to front-of-house fan engagement campaigns. 5T also works with global brands bringing their environmental and social responsibility messaging forward through the sports partnerships. Her experience has spanned Olympic Games, FIFA Women’s World Cup, MLS, MLB, MiLB, English Premier League, Tour de France and the NFL and brands such as Microsoft, EA Games, Hewlett-Packard and Mercedes-Benz.
Aileen’s career began in the European auto industry as brand steward for FIAT and Alfa Romeo, setting the wheels in motion for crafting marketing strategy and top-performing partnerships between Fortune 500 brands and sports properties. She then took a tight turn into technology, heading up an investment analyst group in Vancouver, Canada focused on mobile communications, data analytics, clean tech and ‘smart city’ focused solutions. Looking to move back into sports, she took up the reins as GM of the Oakland A’s Minor League Baseball affiliate in Vancouver to earn her sports operations chops. Always with an eye to the future, she then founded 5T with the aim of future-proofing the sports industry through smart, responsible operations and more personalized and interactive communications with fans.
Aileen is a frequent speaker throughout North America and Europe at conferences and universities on the 21st century realities and opportunities for the sports business and recently co-authored the United Nations Sports for Climate Action initiative.