Ali Baxter is a seasoned business strategist with over 20 years of experience in business operations, brand partnerships, venture development, and strategic growth. She brings a sharp, solutions-oriented mindset to every engagement, with a clear focus on building long-term value at the intersection of sports, entertainment, and technology.

Ali spent her earlier career consulting with the entertainment and hospitality industries. There, she specialized in sponsorship sales, branding and marketing, and operational leadership, advising clients across live events, music, and hospitality.

Ali went on to become the Vice President at Cool Inc., a creative agency that works with festivals and event clients on brand partnerships and sponsorship programs. With access to all major music festivals, entertainment properties, trade shows, and premium events,

Ali stepped away from the brand partnership arena for a few years, consulting with mid-size companies and start-ups on sales, business operations, and capital raises.

Most recently, Ali chose to return to her roots in sports, serving as Director of Strategic Growth at Icon Source.  Icon Source connects brands of all sizes with professional and NIL athletes seeking marketing and endorsement opportunities.  This propelled Ali into the ever-changing NIL space of sports.  

Ali’s expertise spans investment management, strategic partnerships, sales strategy, and business development. She has extensive experience in both the sports and music industries, advising on NIL (Name, Image, and Likeness) strategies, endorsement deals, brand building, and monetization opportunities. Ali has also worked closely with sports tech startups, athlete-driven platforms, and music talent ventures, providing her with a unique perspective on how culture, community, and capital intersect.

Throughout her career, Ali has built a strong track record of scaling operations, securing strategic partnerships, and delivering measurable growth. Her core competencies include investor relations, strategic partnerships, operational leadership, brand partnership development, and growth strategy, making her a trusted advisor and operator across industries.