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 experiences
• How 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/NGBs
• How legacy properties turn cost centers into P&L growth, with lessons from standing up digital partnerships and modernizing go-to-market
• Vanguard Maven Group’s three-pillar model of Strategy, Storytelling, and IP Creation and how they reach Gen Z without losing core fans

Resources 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.

Next League is partnering with Sports Business Journal for the Rising Woman of the Year Award. Nominations are now open! Learn more here.