Connect Partnership Group Rebrands Amidst Unprecedented Growth of Consulting Services Division, Continued Success of Partnership Sales Practice

 Dallas-based firm with pedigree in partnership sales and strategy for sports and entertainment properties formally expanding expertise to include Consulting Services division that focuses on winning business for clients

DALLAS--()--Connect Partnership Group, a Dallas-based sports and entertainment agency founded in 2015 by industry veterans Ben Cahalane and Danielle Shuff, is rebranding for the first time in company history to reflect the company’s massive growth in consultancy areas beyond its formidable Partnership Sales and Strategy division.

Connect, which bolsters a client roster that has included Fortune 500 companies and world-class sports and entertainment properties, is formalizing a Consulting Services division that is responsible for helping new and existing clients win business and grow in the competitive ecosystem of sports, entertainment and large public venues. The agency recently promoted longtime sales executive, Al Connor, as Executive Vice President to lead the division.

Unlike most traditional brand consulting agencies in sports and entertainment, Connect’s Consulting Services division, with more than 120 combined years of experience and relationship building, acts as an outsourced sales team to directly generate revenue on behalf of its mostly B2B client roster. The agency’s industry experience is broad, running deepest in tech as a result of working with some of the world’s largest technology companies.

Connect’s rebrand initiative is led by Channing Butler, Vice President of Sales and Strategy. As part of the rebrand, Connect has introduced a new logo and launched a new corporate website, The website serves as a portal for the discovery of the agency’s expanded capabilities and leadership team.

“Connect has evolved tremendously over the last six and a half years, and we felt there was no better time to reaffirm our commitment to winning business for our clients while staying true to our purpose,” said Butler. “Our new identity reinforces our dedication to delivering results while celebrating the victories we have achieved to date with the exceptional team of professionals that make our success possible. In everything we do, we believe that together we can create more.”

Shuff, co-Founder, added: “Developing strategic and revenue-driving sponsorship sales programs will always be our bread and butter, but we have recognized, and so have our clients, that our network of relationships and our team’s expertise and sales acumen can help our Consulting clients directly drive revenue to impact top line growth. Simply put, we find new opportunities and accelerate the sales cycle, which leads to more wins. And, those results are very much in high demand.”

An indicator of success, Connect has reeled in many recent new business wins. The company was retained to provide consulting services to CommScope, a global leader in network connectivity, providing industry-leading solutions across DAS, Wi-Fi and Cabling to nearly 300 venues around the world. In addition, Connect is representing American Tower, a leading independent owner, operator and developer of multitenant communications real estate with a portfolio of over 214,000 communications sites in 24 countries. And Zelus, a strategic consultancy at the intersection of creativity and technology focusing on Rights Management, IP Development, Capital Investments and Digital Assets, brought on Connect in August. Specific to NFTs, Zelus provides in-house design, development and minting paired with premium launches, token transfer and community cultivation.

Beyond that, the agency’s Partnership Sales & Strategy division was retained to represent Hudson Yards Experiences including Edge, New York City’s hottest new attraction and the highest outdoor sky deck in the Western Hemisphere.

For more information about Connect Partnership Group or to contact directly, visit

About Connect Partnership Group

Connect Partnership Group is a strategic sales and consultancy agency that specializes in representing and selling sponsorships, naming rights and other media assets in sports and entertainment, while also providing an outsourced business development team to companies that sell products and services to the industry. Based in Dallas, Tex., Connect capitalizes on a combined 120 years of sports business experience selling and activating sponsorships, operating events, consulting on behalf of Fortune 500 companies, and creating strategic and mutually beneficial partnership opportunities for properties and brands around the world.


Channing Butler


Channing Butler