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Building enduring connections with fans is a journey.

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Discover the key to lasting relationships

Creating lasting relationships is in our DNA. The key is trust. From extensive brand development work to large-scale sports marketing experience, world-class brands and premier properties alike, count on Discover to create a deeper, richer customer experience. And trust is the reason why.

A legacy for
ongoing success

Led by sports marketing & entertainment industry veteran Mike Hargrave, Discover Sports & Entertainment is uniquely positioned to help you achieve your goals. From working with your existing marketing team as they form partnerships with athletic leagues, to engaging your brand with new sponsorship deals, our team works hand in hand with yours to deliver success today and well into the future.

Mike Hargrave
President and Founder of Discover Sports & Entertainment

Strategic expertise that moves your business forward

There’s both an art and a science to propelling sports and entertainment brands and properties forward. Whether you need an experienced partner to bring your vision to life, or you’re searching for a visionary strategist who can execute, Discover Sports and Entertainment is the partner who can both chart the path forward and guide you every step of the way.

Sponsorship Development

Activation Strategy

Partner Selection

Data Analytics

Marketing Services

New Client Onboarding

And strong partnerships to take it to the next level

424 ventures
5G Sports Entertainment
Sponsor Services

Charting a new course?

Contact us today to see how Discover Sports & Entertainment can guide you on your journey.

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Discover drives ideas, engagement and action

Our proven track record of success across a wide range of challenges makes Discover the strategic partner of choice among brands and properties alike.

Smithfield and Richard Petty & NASCAR

The Challenge

  • The goal was to make Smithfield a household CPG brand.
  • The Richard Petty Motorsports team carries with it a strong racing legacy, with co-owner and NASCAR legacy Richard Petty overseeing its operations. Its drivers compete at the highest level, with successful runs each NASCAR season.
  • Our client Smithfield Foods knew the impact the Richard Petty Motorsports has on its fans, and wanted a piece of the action. In 2011, they challenged us to make Smithfield a household name in consumer packaged goods. We connected them with the Richard Petty team, and a partnership was born.

Strategic process

  • Marketing partnership between Smithfield & Richard Petty began in 2011
  • Hundreds of retail POS promotions and partnerships aligned to NASCAR marketing
  • Over the course of this years-long partnership, we’ve put out hundreds of point-of-sale promotions featuring Smithfield in NASCAR-aligned marketing

Our results

  • Smithfield corporate revenue growth Pre-NASCAR (2005-2010): 8%
  • 8x ROI return on $1 spent in sponsorship marketing
  • $2.8 billion increase in Smithfield sales since program inception
  • Post-NASCAR (2011-now): 23%
  • 36% increase in retail promotional value activity in one year (2014-2015)

Jolt Eye Drops & NASCAR

The Challenge

  • Mentholatum needed a jolt to their brand presence and Jolt product line.
  • Massive need to target drivers (taxi, trucking, carshops) NASCAR perfect platform to reach millions.
  • NASCAR integration is a strong platform to reach gas station convenience, retailers and other marketing partners.

Strategic process

  • Launched in record setting 4 months – from idea to market
  • Launch plan areas of focus: Texas, Phoenix and Miami
  • On track sampling – distribution of thousands of samples
  • VIP Hospitality – entertaining new retail partners and expansion of business

Our results

  • #1 in total online sales: JOLT launch led to record sales in 2017 & 2018 for Mentholatum

NASCAR Enhanced Weekend

The Challenge

  • How to make fans who live for weekend racing even more engaged.
  • Design a race weekend that…creates a forum to enhance fans’ at-track experience, elevates collaboration between teams, tracks and NASCAR’s promotion of race weekend.
  • Make Friday activities more compelling, leading to a more action-packed weekend experience.
  • Connect drivers and fans in fun, pressure-free environment.

Strategic process

  • Fan Fest Fridays

Our results

  • 99.5% of fans rated experience exceptional
  • 82% said the event improved their weekend race experience
  • 1 in 3 attendees attendees would not come out to a race weekend if there was not a Fan Fest Event

Race Team Alliance (RTA)

How to boost fan engagement and create a viable alternative to live NASCAR racing.

The Challenge

Give hard core racing enthusiasts a thrilling interactive racing experience.


Create an elite level simulation racing league utilizing the RTA Member brands and marketing assets to:

  • Elevate awareness and participation of iRacing
  • Reach current and new fans with content to stimulate engagement
  • Increase the passionate fandom for RTA member brands

NASCAR implemented this strategy when the COVID pandemic hit and the live races were cancelled.


  • 70,000 unique viewers in the first two-hour Twitch broadcast
  • Top trending event in televised eSports program history
  • 1.3 million viewers and broadcast in 160 countries worldwide
  • Most-watched event on Twitter during the race

Mapping the opportunities with our integrated suite of services

Sports marketing requires a strong network of the right people and specialized expertise. Discover Sports & Entertainment has both. Our 30+ years of experience spans from sponsorship and activation strategies to property identification and negotiation — all the way to marketing and measurement. Discover will be your teammate who will help you drive ideas, engagement and action.

The partner that brands & properties trust

From global brands & properties to regional and local organizations with aspirations to grow, Discover Sports & Entertainment always brings best-in-class thinking to the table, engaging with fans and deepening relationships every step of the way.

  • The Color RunThe Color Run
    The Color Run

    The Color Run

    Also know as the happiest 5K on the planet, this unique event celebrates healthiness, happiness and individuality. (new para): The Color Run is a five-kilometer, untimed event. At each kilometer mark, Color Runners are doused from head-to-toe in a different colored powder. Participants wear white at the starting line and finish the race plastered in color.

    Once the race is over, the fun continues at the Finish Festival, a larger-than-life party equipped with music, dancing, photo opps, activity booths, vendors and more massive color throws. Unequivocally, the best post-5K party on the planet.



    The International Basketball Federation (FIBA), is the world governing body for basketball – with five Regional Offices in Africa, the Americas, Asia, Europe and Oceania. Founded in 1932, they bring together 213 National Basketball Federations from all over the world.

    FIBA organizes and oversees international competitions that include the FIBA Basketball World Cup, the Olympic Basketball Tournament and 3x3 basketball. They establish official basketball rules as well as the regulations that govern the relationships between the different members of the basketball community.

    In addition, the FIBA Foundation, founded in 2008, takess care of the social, humanitarian and educational activities of FIBA.

  • Life TimeLife Time
    Life Time

    Life Time

    Life Time is a comprehensive health & lifestyle company that enables their community to live — and love — every moment of their lives with people who share their passions, understand their goals, and help them become the best they can be.

    As one of the largest active lifestyle ecosystems in the world, they offer powerful platforms to positively impact lives every day.

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    Ticket Socket

    Ticket Socket

    Ticket Socket offers revolutionary white label ticket solutions, that provide more control over your money, data, brand, and functionality.

    This includes:

    • A Branded Ticket Experience
    • A Protected Global Database
    • Increase Ticket Sales & Revenue
    • Maximize Checkout Conversions
    • Scalable Box Office and Check-In
    • Measurable Data Analytics
  • American Youth Soccer OrganizationAmerican Youth Soccer Organization
    American Youth Soccer Organization

    American Youth Soccer Organization

    The American Youth Soccer Organization (AYSO) is the oldest non-profit youth soccer program in the country. For more than 50 years, AYSO has given kids the opportunity to be introduced to the beautiful game of soccer.

    Nationwide, AYSO has programs in over 800 communities, more than 50,000 teams, and over 400,000 players. AYSO’s eight million alumni include World Cup winners, Olympians and professionals as well as doctors, lawyers and community leaders.

    AYSO provides a massive reach for our brand partners and sponsors.

  • Karate CombatKarate Combat
    Karate Combat

    Karate Combat

    Karate Combat is the world’s #1 professional Karate sports entertainment franchise with millions of fans across the globe. Their mission is to engage its fans more in a unique form of sports entertainment. Merging the ancient art of karate and cutting-edge video production, Karate Combat is the premiere karate organization in the world.

    Entering its third season, Karate Combat’s popularity and following has gained significant momentum. Karate as a sport has over 100MM participants worldwide and was approved to be an official sport for the upcoming Summer Olympics. They are uniquely positioned to introduce your brand to karate fans and participants.

  • The Lights FestThe Lights Fest
    The Lights Fest

    The Lights Fest

    The Lights Fest is a magical experience where thousands of friends and families gather to listen to live music, enjoy great food and light up life by sharing personal wishes, dreams, and goals.

    And then at the perfect moment, everyone ignites their personalized sky lanterns with Tiki torches and lets them take flight. It creates a surreal ambiance, where time slows down as each individual flame rises among thousands of others.

    While each person that attends The Lights Fest has their own message and story, our audience is primarily made up of millennials and young families. Our audience typically is interested in music festivals, traveling, dancing, and kid-friendly activities. When they come to our event they are looking to share an emotional and positive experience with their friends and family.

  • Boulder Boat WorksBoulder Boat Works
    Boulder Boat Works

    Boulder Boat Works

    Boulder Boat Works is a brand promotion consulting account.

    They manufacture polymer boats that are unlike heavy drift boats made of fiberglass. Instead, they handcraft their boats using some of the most advanced materials – the strongest, most flexible polymer that can be welded by hand. The combination of old-world craftsmanship with new world materials is what makes their boats the lightest, fastest, and best handling drift boats on the water. And they’re virtually maintenance free.

    Boulder Boat Works. Row it and you’ll know it.

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