Lagardère Unlimited Americas is a full-service, sports and entertainment management, event and production company. This multi-platform approach allows us to provide a combination of services unmatched in the industry.
Our team is well-versed in the conception, production, operation and management of world-class spectacles that span all facets of the sports and entertainment worlds – from tennis to golf, triathlons to charity events, we work with sport governing bodies, right holders, promoters, and athletes to create new events or implement existing ones. We drive sponsorship sales, and we promote and deliver these events to a wide audience via television and digital channels across the world. We maintain an exceptional team of event developers, managers, marketers, and promoters who can create and execute customized events or simply manage or market existing ones.
Learn more about some of events managed by Lagardère Unlimited Americas across the continental U.S. below.
Strategy, Research & Development
Procurement, Fulfillment & Activation
Staffing & Turn-key Production
LAGARDÈRE UNLIMITED AMERICAS EVENTS
ALBERTSONS BOISE OPEN PRESENTED BY KRAFT & NABISCOJuly 6-12, 2015
Hillcrest Country Club
WINCO FOODS PORTLAND OPEN PRESENTED BY KRAFTAugust 24-30, 2015
Pumpkin Ridge Golf Club
ALBERTSONS DESERT CLASSIC PRESENTED BY IVIEFebruary 23-24, 2015
Grayhawk Golf Club
BI-LO HOLDINGS CHARITY CLASSIC PRESENTED BY KRAFTMarch 30-31, 2015
Ponte Vedra Beach, Florida
JEWEL-OSCO ACME SHAW’S CHARITY CLASSIC PRESENTED BY GENERAL MILLS2015 - TBD
SUPERVALU DESERT CHARITY CLASSIC PRESENTED BY GENERAL MILLSMay 4-5, 2015
Grayhawk Golf Club
CITI OpenAugust 1 – 9, 2015
William H.G. FitzGerald Tennis Center
EBIX Charity Challenge hosted by John Isner2015 - TBD
Greensboro, North Carolina
ITU World Triathlon Grand Final ChicagoSeptember 15 - 20, 2015
VIKA FOR THE CAUSEMarch 7, 2015
Malibu Racquet Club
EVENTS EXECUTIVE TEAM
Tennis, TV & Events
Executive Vice President
Events & Sponsorships
Senior Vice President
Events & Sponsorships
ITU World Triathlon Chicago
Group President | Tennis, TV & Events
Donald Dell is the Group President of Lagardère Unlimited Americas. Over the course of his career, Dell has negotiated nearly $1 billion in sponsorships and endorsements, including the 2001 FedEx naming rights deal with the Washington Redskins (“FedEx Field”) for over $205 million, the largest such deal in NFL history. He currently oversees and distributes many of Lagardère Unlimited’s television properties including the French Open, the U.S. Open, the Citi Open, and the Boston Marathon. In 1989 Dell published Minding Other People’s Business, a book chronicling many of his experiences and anecdotes representing clients. His second book, Never Make The First Offer (2009), was based on his negotiations and experiences in sports business activities.
Dell currently serves as Vice Chairman of the International Tennis Hall of Fame, and as an adjunct professor in sports law at the University of Virginia School of Law. He was inducted into the International Tennis Hall of Fame in 2009, and into SportsBusiness Journal’s Class of Champions in 2013.
Executive Vice President | Events & Sponsorships
Jeff Sanders is the Executive Vice President of Events and Sponsorships at Lagardère Unlimited Americas. Sanders was an All-American golfer at the University of Oregon, where he still holds the school’s record for best individual finish at the NCAA Championships (3rd in 1976). After graduating, Sanders competed on the PGA TOUR for five years and then returned home to Portland, Oregon, to channel his passion for golf into the business side of the game. In 1989 he founded Jeff Sanders Promotions, which was recently acquired by Lagardère Unlimited. When Lagardère Unlimited acquired JSP, it retained 15 JSP associates and hired Sanders to run its newly acquired Golf Event Management Division.
JSP’s golf event management history includes USGA National Championships, Champions Tour events, and Web.com Tour events, corporate fundraisers, celebrity tournaments, made-for-television events, and more. JSP’s scorecard includes more than 250 successful golf events and over $80 million raised for retailers to give to charities from their golf events across the United States.
Senior Vice President | Events & Sponsorships
Jeff Newman is the Senior Vice President of Events and Sponsorships at Lagardère Unlimited Americas. Newman brings over 20 years of experience in the creation, planning, organization, and production of major events (sports and entertainment). Newman began his career in events working for the Georgia State Olympics before being hired in 1995 by Donald Dell at ProServ, Inc. as a Tournament Associate for the Legg Mason Tennis Classic (now Citi Open). Just four years later, he became the youngest Tournament Director within the ATP World Tour and held that distinction through 2011.
During Newman’s tenure as Tournament Director, tournament profits increased ten-fold, ticket sales jumped by over 70%, sponsorship revenue by 80%, and over $2.5 million dollars have been raised for the Washington Tennis & Education Foundation programs which assist at- risk youth.
Vice President | Events
Keely O’Brien is the Vice President of Events at Lagardère Unlimited Americas. O’Brien has ten years of experience in development, management and execution in all levels of events, including professional, collegiate and charitable. O’Brien’s specific expertise in partnership marketing and activation was gained in her work with CitiGroup, Legg Mason, GEICO, South African Airways, JetBlue, Under Armour, W Hotels, Lexus, Bulova, Rums of Puerto Rico, American Express, Olympus, Emirates, Airlines, Corona, and more. O’Brien also has extensive knowledge in the overall management and operations of 501(c)3 non-profit organizations, and has proven experience in providing detailed organizational skills including turnkey event planning, client hospitality, budgets and accounting, and contracts. O’Brien serves as the Tournament Manager of the Citi Open (formerly Legg Mason Tennis Classic) where she is responsible for the day-to-day management of all aspects of the Open’s operations.
O’Brien is an Adjunct Professor for the School of Continuing Studies – Sports Industry Management Program at Georgetown University, teaching the Sports, Event Planning and Facility Management course. O’Brien graduated from Rowan University with a Bachelor’s Degree in Business Administration in 2004.
Managing Director | ITU World Triathlon Chicago
Franzi Petermann is the Managing Director of the ITU World Triathlon Chicago. She brings over 10 years of experience in the organization, management and production of large-scale, mass-participation endurance events.
Petermann began her career in Germany at Upsolut Events (now Lagardère Unlimited Events Germany) where she was responsible for partnership marketing and activation in professional hockey and cycling. She served as Project Manager for Vattenfall Cyclassics, Europe’s largest bike race, before relocating to the U.S. and entering the triathlon field. Petermann has proven experience in managing large-scale events with geographically diverse project teams.
Since the inception of the series in 2009, Petermann has been involved in the production of every ITU World Triathlon Series event held on U.S. soil. After launching and establishing the ITU World Triathlon San Diego, she successfully oversaw the relocation of the event to Chicago where she now serves as Event Director. The year 2015 will be an important one for Petermann and her team as they will produce the ITU World Triathlon Grand Final, viewed as the pinnacle of triathlon events.