Soccer Passion: Preparing for the Surge
Sports ETA Members: View Recording
This webinar took place August 28, 2025 at 11:00 AM ET. If you missed it, Sports ETA members can view the recording by clicking above.
If you are not yet a Sports ETA member, contact info@SportsETA.org to join!
Who should attend? Any Sports ETA member looking to capitalize on the surge of international travelers coming to the United States next summer for the World Cup matches. With the spotlight on the U.S., you don't have to be a Host City or part of a large destination to engage in the excitement, draw in visitors, and inspire enthusiasm for your own community. There's still time! Join our panel of experienced international leaders who will help get your creative juices flowing and guide you on how to develop your action plan.
Meet the Panelists:
Beth Johnson, CEO, Umbrella
Beth Johnson is CEO of Umbrella, a marketing agency specializing in consumer engagement for major brands including Diageo, Unilever, and Mondelez. With over 20 years’ experience, she helps brands create meaningful connections through cultural and sporting moments and drives actionable change with fans. Beth is particularly focused on helping non-host cities develop strategies around major sporting events, generating lasting economic and cultural impact while creating experiences that resonate with both local communities and visitors.
Peter Angell, CEO, Sunset & Vine
Peter has been at the forefront of the sports agency and production industry for 30 years and has been the CEO of Sunset + Vine since 2023. He was the founding Director of Production of HBS from 2000-2012 where he led the production of 3 FIFA World Cups and countless FIFA and other events.
Prior to that he was Head of TV Production at TEAM Marketing for 5 years, working on the creation and development of the broadcast delivery of UEFA Champions League. Since leaving HBS, Peters’ agency career includes stints as COO of IEC in Sports, Managing Director of Lagardére Unlimited UK and SVP Global Media Production and Operations for Lagardére Sports.
Helena Sykes, Head of Content, Sunset & Vine
Ian Sollors, Head of Branded Content, Sunset & Vine
Ian Sollors runs the branded content division at Sunset+Vine, helping brands use content to connect with their fans around the world across all platforms.
He has overseen international television Series like Mobil 1 the Grid, Gillette World Sport, ASICS outrun the Sun and Philips Formula for success. He has also made four World Cup preview Series for the Gillette company during their time as a FIFA partner and exec produced FIFA’s official preview series to the 2018 tournament in Russia.
Jon Tibbs, CEO, JTA
Jon Tibbs OBE is one of the most experienced, respected, and effective strategic communicators in global sports. As Chairman of JTA, he has led successful campaigns for Olympic Games and World Cup bids and organizing committees, International Federations, Continental Associations, National Olympic Committees, sponsors and NGOs. A trusted advisor across the global sports landscape – including for LA28, Paris 2024, Sochi 2014, the United 2026 bid and Manchester United – Jon is known for combining creative brand-building with high-level international relations to deliver measurable impact. He was awarded an OBE in the 2017 New Year Honors for his service to international trade and the sports sector.
Jessica Acosta, JTA
Lala Ismailova, Associate Director, JTA
Lala Ismailova leads the JTA Pacific Los Angeles office, specializing in strategic communications and international relations for the Olympic and Paralympic Movement and global sport. As Associate Director, she has managed high-profile clients and campaigns, including for LA28’s legacy program PlayLA, USA Track & Field, USA Swimming, USA Gymnastics, and 2026 FIFA World Cup bids and host committees. Lala has provided on-the-ground communications support at major events such as the Paris 2024 Olympic and Paralympic Games – where she served as Press Attaché – the Eugene 2022 World Athletics Championships, and the Lima 2019 Pan American Games.
Nick Dawes, Associate Director, JTA
Nick Dawes is an Associate Director at JTA with over a decade of experience in international sports communications. He specializes in media relations and brand strategy, advising clients including major Olympic and World Cup organizing committees and football clubs. Nick was seconded to Manchester United in 2018 for a year and a half, developing key UK and international media relationships, and has contributed to successful campaigns such as Paris 2024, the Houston 2026 FIFA World Cup bid and New York/New Jersey’s bid to host the 2026 FIFA World Cup final. He also served as Press Attaché for Team Ireland at the Rio 2016 Olympic Games, bringing expertise in strategic media management and global communications expertise.
Michelle Tierney, Chief Revenue Officer, B-Engaged
Michelle is the Chief Revenue Officer at B-Engaged, a global football marketing agency helping brands connect authentically with the sport’s most passionate audiences. Co-founded by Creative, Environmentalist & Football Player, Héctor Bellerín, B-Engaged delivers 360° brand solutions, building athlete identities and guiding companies to engage meaningfully with football culture.
John David, President & CEO, Sports ETA
John David is the President and CEO of the Sports Events & Tourism Association. He served as a member of the Sports ETA Board of Directors for eleven years, representing the Rights Holder category. In 2022, John became the Secretary of the Board, making him the first Rights Holder elected to the Executive Committee.
Janis Burke, Chief of International Sport & Strategy, Sports ETA
Janis Burke is a nationally recognized leader in global sports governance, major event strategy, and community impact. The Sports Events & Tourism Association appointed Burke as its first-ever Chief of International Sport & Strategy to help its members navigate and maximize opportunities around the historic wave of international events coming to the United States over the next decade.
NON-SPORTS ETA MEMBERS: This free webinar is only available to Sports ETA members, as a benefit of membership. If you or someone you know is interested in participating, please connect with our Member Services team at info@SportsETA.org to get your membership started today!
Questions?
Contact our Member Services team at Info@SportsETA.org.