Talent Resources Sports’ David Spencer on Athlete Branding, Stephen Curry, and the Future of Sports Marketing
“Modern athletes are more than just competitors — they are cultural influencers with the power to shape brand narratives.”
I had the pleasure of speaking with David Spencer, an accomplished executive and entrepreneur with over 25 years of experience in sports marketing, brand partnerships, and entertainment. As the co-founder and Co-CEO of Talent Resources Sports (TRS), David has been instrumental in establishing the agency as a leading facilitator of athlete-driven brand collaborations. Since its founding in 2009, TRS has brokered endorsement deals, social media campaigns, and experiential marketing initiatives, leveraging the influence of professional athletes to create impactful commercial opportunities for global brands.
Born and raised in Manhattan as an only child, Spencer credits his upbringing in New York City for shaping his perspective and professional journey. He attended high school in the city, where he was exposed to a variety of industries, from finance and real estate to the arts. After completing his undergraduate studies at New York University, he earned an MBA in Marketing and Finance from NYU’s Stern School of Business in 2004. Early in his career, Spencer gained experience in finance at Credit Suisse First Boston, focusing on international finance before pivoting to the entertainment industry.
His transition from finance to entertainment was sparked by an unexpected connection with magician and endurance performer David Blaine. Working with Blaine’s production company in the early 2000s, Spencer managed and produced live television events that blended spectacle with interactive audience engagement. This experience introduced him to the intersection of media, sponsorships, and brand partnerships — an area that would become the foundation of his career.
In 2007, Spencer co-founded Talent Resources Sports alongside longtime friend Mike Heller. The agency was created to bridge the gap between consumer brands and high-profile athletes, providing companies with innovative marketing strategies beyond traditional advertising. Under Spencer’s leadership, TRS has structured impactful partnerships with brands like Jeep, JP Morgan Chase, and Diageo, while collaborating with notable athletes such as Stephen Curry.
Spencer’s approach to marketing is grounded in the belief that modern athletes are more than just competitors — they are cultural influencers with the power to shape brand narratives. By aligning companies with major sporting events like the Super Bowl, NBA All-Star Weekend, and the ESPYs, TRS has positioned itself at the forefront of experiential marketing, emphasizing digital engagement and live event activations. The agency has also expanded its scope beyond sports, facilitating collaborations with media giants like Sports Illustrated, Bloomberg, and Rolling Stone.
A significant aspect of TRS’s success lies in its ability to create large-scale, high-energy events that serve as marketing platforms. These gatherings, often tied to major sports and entertainment milestones, connect brands with key audiences while fostering valuable relationships among executives, investors, and public figures. More recently, Spencer has focused on curated, invite-only experiences designed to facilitate strategic networking among C-level executives, sports team owners, and influential leaders from various industries.
Among TRS’s notable projects was its involvement in the 2022 ESPY Awards, where the agency developed an event concept around Stephen Curry’s hosting of the show. Despite the financial risks and a tight timeline, Spencer and his team executed a large-scale activation in just over two weeks, securing major sponsorships and delivering a high-profile experience. The event’s success solidified TRS’s reputation for executing complex brand partnerships under pressure.
Beyond event production, Spencer remains focused on the evolving landscape of sports marketing, particularly the intersection of technology, media, and fan engagement. He has closely followed innovations in arena experiences, such as interactive audience technology and data-driven sponsorship models. TRS has also collaborated with emerging brands in the tech space, including ChargeFuze, which offers mobile charging stations that double as advertising platforms within sports venues.
As the global sports market continues to expand, Spencer emphasizes the value of real-time digital engagement. He recognizes the shifting ways fans consume sports, especially younger audiences who engage through social media, second-screen experiences, and interactive content. He is also exploring the potential of virtual reality in sports viewing and the expanding international reach of American sports leagues.
Spencer has also observed the growing prominence of women’s sports, particularly the rising viewership of the WNBA and women’s soccer. With teams like the Golden State Warriors-affiliated Valkyrie joining the WNBA, he sees significant opportunities for brands to engage with this rapidly expanding segment of the sports industry.
Looking ahead, Spencer aims to keep TRS at the forefront of moment-driven marketing, ensuring that brands remain part of relevant cultural conversations. With major sporting events like the FIFA World Cup and the 2028 Olympics on the horizon, he views Los Angeles as an increasingly important hub for experiential sports marketing. TRS continues to collaborate with companies seeking to integrate their messaging into high-profile events, offering strategic guidance on maximizing brand visibility.
Reflecting on his career, Spencer attributes his success to patience, strategic thinking, and relationship-building. He values long-term partnerships and understands the importance of adapting to the evolving demands of brand marketing. While TRS has grown and evolved since its inception, Spencer remains committed to its core mission: leveraging the power of sports and entertainment to create meaningful commercial opportunities.
Yitzi: It’s an honor to meet you. Before we dive in, our readers would love to learn about your personal origin story. Can you share a bit about your childhood and how you grew up?
Growing up as an only child in Manhattan taught me independence and adaptability. The city’s diverse energy — where finance, arts, and culture intersect — shaped my entrepreneurial mindset. I often found myself at events with friends whose families worked in finance and real estate while also connecting with artists and creatives downtown. This blend of environments broadened my perspective and sharpened my ability to connect ideas across industries.
Yitzi: That’s amazing. So, tell us about the next chapter. What led you to this career as the leader of a sports management company?
David: I studied finance and marketing at NYU and started my career at Credit Suisse First Boston. While that experience taught me a lot about structure and navigating the corporate world, it didn’t feel like the right path. I was more of an entrepreneur — someone who wanted to connect the dots and build something unique.
During that time, I met a magician who was incredibly talented — David Blaine. We became friends, and he eventually convinced me to leave my finance job to help him build his vision for a network TV show. Quitting wasn’t easy — I even called my dad to gauge his reaction — but it turned out to be the right move. We ended up creating a groundbreaking show with ABC, blending street magic and live endurance stunts. That experience exposed me to the entertainment industry and the power of creating impactful, memorable experiences.
However, I realized that working with just one talent might not be my long-term path. I reconnected with a childhood friend, Mike Heller, and together we launched an agency focused on connecting brands with talent — whether through digital content, experiential events, or partnerships at major cultural events like the Super Bowl, NBA All-Star Weekend, and the ESPYs.
Over the past 16–17 years, we’ve built strong relationships with professional athletes, helping them navigate the commercial side of their careers through brand partnerships and marketing opportunities. Traditionally, we’ve been known for producing large-scale, high-energy events for partners like Sports Illustrated, Rolling Stone, and Bloomberg. Recently, however, we’ve shifted toward more curated, invite-only gatherings that bring together C-level executives, sports team owners, artists, and talent to create meaningful, lasting connections.
A notable partnership was with Sportico and Elevate at the Super Bowl, where we worked with football legend Reggie Bush. We also collaborated with Jeep on the “Wags in Wagoneers” campaign, featuring the wives and girlfriends of top NFL stars. The campaign was a huge success, and we extended it to NBA All-Star Weekend just days later.
Our team is dynamic, cohesive, and thrives on last-minute challenges. We don’t just think outside the box — we operate outside of it. I believe we have the ability to create impactful, memorable experiences by leveraging the relationships we’ve built over the years.
Yitzi: You probably have some amazing stories from all these different projects you’ve worked on. Can you share one or two that stand out the most?
David: One that stands out was when Stephen Curry hosted the 2022 ESPY Awards — essentially the Oscars of sports. We had the chance to collaborate on an event concept, but it was a major financial risk for our company. Despite that, we believed in the vision and in Steph, so we took the leap.
In just 16 days, we built an entire ESPY event from the ground up with incredible partners like JP Morgan Chase, Snapchat, Diageo, and Neiman Marcus. It was a whirlwind, but we pulled it off and created a platform for Steph on one of the biggest nights in sports. At the time, he had just won the 2022 NBA Championship, broken the all-time three-point record, and earned MVP honors. If there was ever a person worth taking that risk for, it was him.
Our relationship with Steph has grown beyond that event. We’ve collaborated with him on his Underrated Golf platform, and our connection actually goes back 13 or 14 years — back to when he first entered the NBA. In fact, we were one of the first to bring him a paid social media partnership opportunity.
Our company has always had a knack for identifying rising talent — people who not only excel in their fields but also shape culture and make a real impact for brands. Over the past 17 years, we’ve built deep trust with both the talent we work with and the brand partners who continue to collaborate with us.
Yitzi: Beautiful. It’s been said that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake you made when you were first leading your company and what you learned from it?
David: Like many entrepreneurs, I’ve definitely made the mistake of getting too caught up in the small details and losing sight of the bigger picture. It’s easy to develop tunnel vision when you’re deep in problem-solving mode, but stepping back to take a more strategic approach is crucial.
I’ve gotten better at this over the years, but I still catch myself falling into that trap occasionally. Thankfully, I’ve had a strong team and solid partnerships to help me refocus and stay aligned with the bigger vision.
At the end of the day, it’s all about the journey and the lessons we pick up along the way. How we handle challenges and setbacks really defines us, and learning to balance the details with the broader strategy is a lesson I’m still refining.
Yitzi: That’s amazing. Okay, let’s talk about sports a little bit. What sports technologies excite you the most right now?
David: There are a few that stand out. Over the past five to ten years, tech has really reshaped the sports marketplace. One major area of innovation is fan engagement within arenas. Take Intuit Dome, for example — it’s designed to enhance the fan experience while gathering valuable data. Historically, arenas would just broadcast messages outward, but now, with facial recognition and interactive seat controls, they can gather real-time insights into fan behavior. That kind of two-way communication is a game changer.
Another exciting innovation comes from our partner, ChargeFuze. They provide mobile charging stations in arenas, allowing fans to charge their phones untethered without being stuck to a wall outlet. Even more impressive, they’re transforming their kiosks into digital advertising platforms, essentially building their own media network. They’re already in about 30 arenas across North America, including Crypto.com Arena and Madison Square Garden.
Beyond that, the way fans consume sports has evolved. They’re not just watching games in person or on TV — they’re engaging through a second screen, checking live stats, interacting on social media, and continuing the conversation on platforms like Instagram, Twitter, and TikTok.
The integration of real-world experiences with digital tech is only accelerating, especially with the rise of VR. The big question is how brands fit into this evolving landscape. How do they establish a meaningful presence in both the physical and digital worlds? That’s something we’re closely monitoring, and it will be fascinating to see where it goes in the next few years.
Yitzi: When you say VR, do you mean that people could watch a game at home with a VR headset and feel like they’re sitting courtside or on the field?
David: Exactly. There are companies like COSM — they’ve developed an immersive experience similar to the Sphere in Las Vegas. They have a major location in Los Angeles and are expanding to Dallas and Utah. It’s an example of enhancing the fan experience without needing to be physically present at the arena. With this kind of tech, you could be sitting in California and feel like you’re right behind the goalpost in Barcelona. The way people consume sports is evolving rapidly, and it’s fascinating to watch.
Sports are also one of the last things people still watch live. Outside of events like the Oscars or the Grammys, sports have a unique consistency — they happen regularly and create an emotional connection that extends beyond the game itself. That connection fuels fan engagement through merchandise, digital platforms, and online communities.
This is a big reason why the valuations of professional sports teams continue to soar. It’s not just the traditional leagues like the NFL, NBA, or NHL — women’s sports are experiencing a major surge too. Women’s basketball and soccer, in particular, have gained significant momentum. The WNBA is hotter than ever, with expansions like the new Golden State Warriors-affiliated team, the Valkyrie, and more growth on the horizon.
The global expansion is just as exciting. The NBA, NFL, and other major leagues are making deeper inroads into markets like Europe, South America, and the Middle East. As the demand for sports continues to rise worldwide, we’re only going to see more integration into these regions.
Yitzi: David, you have so much impressive work. What exciting projects are you working on now, and where do you see yourself in the near future?
David: Right now, it’s about continuing to push the boundaries of how we create access and offer unique perspectives for our brand partners. We leverage our deep relationships in sports, the brand world, and PR to make meaningful connections.
Our PR team, including the talented members on this call, plays a vital role in raising awareness and enhancing brand messaging. Meanwhile, our digital and social media team amplifies our efforts — like the success we saw with the WAGS program, which effectively reached the right audience.
For us, it’s about staying ahead of the curve — understanding tech, evolving trends, and recognizing how interconnected the world is becoming. Knowing different cultures and identifying where our services are needed helps keep our brands part of relevant conversations. If you’re not relevant, you’re irrelevant.
Ultimately, it’s all about moment marketing — making sure our brands are at the heart of the conversation and reaching both current and future audiences.
Being based in Los Angeles is also significant. There are so many major cultural and sporting events coming up — the NBA All-Star Game, the Super Bowl, the FIFA World Cup, and the Olympics in 2028. We’ve played a big role in past events like the NBA All-Star Game, the ESPYs, and the Super Bowl. LA has truly become an experiential sports hub, and it’s only going to grow.
Of course, our work goes beyond LA, but for anyone looking to tap into the markets we serve, we’re here as a resource.
Yitzi: This is our signature question. You’ve been blessed with a lot of success. Looking back to when you first started, I’m sure you’ve learned a lot from your experiences. Can you share a few things you’ve learned that you wish you knew back then?
David: If I could go back, I’d tell my younger self to have more patience — something I still work on today. It’s important to take a step back, evaluate challenges from all angles, and not rush decisions. I’d also say to lean on the perspectives of trusted people. Listen, gather insights, make your decision, own it, and move forward.
Overanalyzing can lead to paralysis, so I believe the best time for major decisions is in the morning when your mind is fresh. I’d also emphasize the value of your network — don’t hesitate to ask for help, but make sure you’re also contributing. Life is a two-way street — you get what you give.
Yitzi: This is our aspirational question. We’re almost done. David, because of your great work and the platform you’ve built, you’re a person of enormous influence. If you could spread an idea or inspire a movement that would bring the most good to the most people, what would it be?
David: Be kind and respectful. Take the time to listen to others’ ideas and understand their perspectives. I used to dismiss ideas too quickly, but I’ve learned the value of sitting with a concept, refining it, and keeping an open mind. Progress comes from collaboration and considering different viewpoints.
Yitzi: How can our readers learn more about your work? How can they engage your services or support you?
David: They can visit our website (www.talentresourcessports.com,ts, check out our social media on LinkedIn and Instagram, and of course, read your incredible articles for more insights.
Talent Resources Sports’ David Spencer on Athlete Branding, Stephen Curry, and the Future of… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.