Aileen McManamon is the Founder and Managing Partner of 5T Sports Group, a global sports management firm and certified B Corp. 5T focuses on futureproofing the sports industry by aligning team and league revenue models to the environmental, social and economic realities of today. The firm specializes in sustainability-centred sponsorship and Fan Mobilization TM campaigns, supporting brands and sports rights holders to effectively leverage partnerships for environmental & social impact and involving fans directly to realise this.
Prior to founding 5T in 2008, Aileen directed brand strategy for Fiat and Alfa Romeo in Germany before moving into the tech sector, where she developed international go-to-market strategy and directed public investment in software, wireless and clean tech companies. She also had her ‘cup of coffee’ in baseball, as president of a minor league baseball team in the Oakland A’s system.
5T leverages Aileen’s brand marketing and technology expertise from working with the Olympic Games, FIFA Women’s World Cup, MLB, MLS, MiLB and the NFL, and brands such as Microsoft, EA Games, Hewlett-Packard and Mercedes-Benz. The firm is a recognized as a global thought leader in sustainable sport strategy with affiliates in London, Amsterdam, Copenhagen, Lausanne and Melbourne.