Sports ETA to launch Sports Tourism Innovation Certificate in partnership with 4FRONT

 Posted on: April 27 2020
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Contact: Jackie Reau
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Sports ETA to launch Sports Tourism Innovation Certificate in partnership with 4FRONT

CINCINNATI (April 27, 2020) – Sports ETA, the only trade association for the sport tourism industry, is partnering with 4FRONT, a leading sports innovation consultancy, to offer the Sports Tourism Innovation Certificate, beginning this spring.

The four-part Innovation Certificate will provide a virtual learning opportunity for participants to think strategically, boldly, creatively and differently about their organization’s business. Each session will consist of a customized presentation, which will last approximately 45-50 minutes, with the remaining time for Q&A. Sessions will be hosted live & also recorded and available online. The course will be delivered to attendees in four 1-hour sessions over a four-week period (May 6 - May 27).

Registration is open, There is a Sports ETA member rate and a non-member rate.

“The Sports Tourism Innovation Certificate is an opportunity for every participant to have a voice, take away inspirational ideas, continue to get better and, most importantly, to think differently about growing the revenue of their business,” said Al Kidd, President & CEO of Sports ETA. “4FRONT has been a long-standing partner of Sports ETA and we look forward to co-launching this successful and innovative certificate program to advance our industry.

“4FRONT is thrilled for the opportunity to bring heart and mind perspectives mixed with world-class learnings to create this first-of-its-kind Sports Tourism Innovation Certificate in partnership with the Sports ETA,” said Dan Migala, Co-Founder & Partner of 4FRONT. “The sessions will encourage every participant to have both a short-and-long-term growth mindset, make themselves uncomfortable, tell a story and, ultimately, take new risks to help their organizations to accelerate their business.”

The four sessions for the Sports Tourism Innovation Certificate include the following:

Session 1: Creating A Culture of Innovation (the Innovation Mindset)

This session is focused on communication and collaboration aimed at helping participants take a step back and identify new ways to stand for something, take risks, tell a story and own a moment in time.

Session Leader: Brian Gainor, VP, Innovation, 4FRONT

As Vice President of Innovation at 4FRONT, Brian Gainor leads one of the most trusted sports advisories in the world. Brian and team specialize in helping professional sports teams, leagues, brands, and organizations across the world solve business challenges, drive revenue and fan engagement through creativity and innovation. Brian is based in Chicago, IL and advises teams & leagues across the NFL, NBA, MLB, NHL, MiLB, UFC, non-profit sector (RMHC), esports, tennis and more.

Session 2: How To Effectively Tell Your Story (Thinking Like A Brand)

This session will include a discussion around how participants can evolve their storytelling approach (and value proposition) to maximize value. This includes re-imaging storytelling materials, 2020 vision for the bid process and more.

Session Leader: Katie Foglia, Sr. Manager, Innovation, 4FRONT

Since May 2017, Katie Foglia has brought a disruptive approach to her role as Sr. Manager of Innovation at 4FRONT where she works alongside 4FRONT’s innovation team to develop forward-thinking solutions for sports and entertainment properties to evolve their organizations, better engage fans & generate more revenue. Katie’s portfolio of clients includes the Detroit Red Wings, Minor League Baseball, NBA, Netball New Zealand, Portland Trail Blazers, Ronald McDonald House Charities (RMHC) and USA Fencing. Katie received a Bachelor’s of Science in Journalism and a Master of Sports Administration from Ohio University.

Session 3: An Art + Science Approach to Next-Gen Partnerships

This session will discuss how to transform data into insights, with a focus on how to best run brainstorms and meetings (leading with the why), and will showcase how to best use insights to drive creativity and innovation.

Session Leader: Katie LaCroix, Account Executive, Innovation, 4FRONT

Katie LaCroix joined the 4FRONT Team in June 2018 and currently works to bridge marketing and analytics as an Account Executive on the Innovation team. As part of her role, Katie analyzes real-time data to develop actionable fan insights to drive decisions, better understand consumers and develop strategic recommendations for partners including the Detroit Red Wings, Minnesota Twins, City of Denver, Big Bash League and Minor League Baseball. Katie graduated from the University of Iowa where she received her BBA with a double major in Marketing and Business Analytics.

Session 4: Looking Ahead – 2020 & Beyond

Dan Migala, Co-Founder of 4FRONT, will lead this session looking ahead at some of the new opportunities and challenges participants can expect to encounter in the next 12-18 months.

Session Leader: Dan Migala, Co-Founder & Partner, 4FRONT

Dan Migala has worked for or advised virtually every level of sports franchises, including organizations in MLB, NHL, NFL, NBA, NCAA, MLS, the LPGA, Cricket Australia, New Zealand Rugby and more on issues related to marketing, non-traditional revenue generation, sponsorship, technology, ticket sales and using analytics to drive revenue growth. A graduate of the University of Missouri School of Journalism, Migala has served as the Director of the Masters in Sports Administration Program at Northwestern University, where he designed a "Non-Traditional Revenue Strategies" course. He holds a Masters of Sports Administration from Ohio University.


About Sports ETA

As the only trade association for the sport tourism industry, Sports ETA is the most trusted resource for sports commissions, destination marketing organizations (DMOs), and sports event owners. Sports ETA is committed to the success of more than 850 member organizations and 2,400 sports event professionals. Our promise is to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members - sports destinations, sports event owners, and suppliers to the industry - and to protect the integrity of the sports events and industry.  For more information, visit

About 4FRONT

Founded in 2007, 4FRONT has evolved from a Chicago-based sponsorship and consultancy firm to a company with offices in Chicago, Dallas and Denver. The company is focused on driving both traditional and non-traditional revenue growth in the sports and entertainment industries. Using their 4 core competencies of Analytics, Digital Media, Innovation and Partnership Sales – 4FRONT partners with a global roster of clients; including the Chicago Bears, Detroit Red Wings, FELD Entertainment, Hendrick Motorsports, Live Nation, Minor League Baseball, NCAA and more than 35 Division-I athletic departments to drive new revenue. More information can be found at or on Twitter @Team_4FRONT.




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