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Roberson Moderates Hit Panel: Show Me The Money
Photo Credit to Christy Seaver
At the National Sports Forum’s 2025 conference, John Roberson, CEO of Advent, moderated a panel titled “Show Me The Money: Maximizing Your Space to Grow New Revenue Sources.” The panelists included (from right to left below) Julianna Barbieri, SVP, Content & Partnerships, International Tennis Hall of Fame, Tyler Potts, Senior Director of Partnership Sales, Los Angeles Rams, Carrie Campbell, SVP, Fenway Park Events, Starr Butler-Jemison, SVP of Content Development & Private Events at Oakview Group, and Phil Buttafuco, Executive Director of Special Events, Kraft Sports + Entertainment.
Photo Credit to Christy Seaver
Here are 5 key takeaways
1 Balancing Traditional vs. Non-Traditional Revenue – Smart venues are finding ways to monetize “dark days” with concerts, graduations, and corporate events.
“There’s 75% of the year that we need to get creative and fill that ballpark, bring in new audiences.”
– Carrie Campbell, Fenway Park Events
2 Maximizing Revenue Beyond Traditional Events – Diversifying income streams with private events, sponsorships, and unique activations is key to long-term financial growth.
3 The Power of Strategic Partnerships – Brands of all shapes and sizes resonate with your team, venue & mission. Find creative ways to team up to create unforgettable activations.
“What started as a one-week entitlement of our Draft content has grown into a month-long activation for us… It’s been an additional revenue stream, and now we have a brand activation space we can work with partners to bring to life.”
– Tyler Potts, Los Angeles Rams
4 Technology & Innovation Are Driving Growth – AI, real-time fan data, and dynamic digital signage are reshaping how we interact with audiences. Learn more about those here.
5 Fan Experience is Everything – From immersive exhibits to mobile in-seat ordering, the best venues are prioritizing seamless, engaging experiences.
“Some people that come to the ballpark aren’t fans. They’re our guests, and we like to warmly welcome them and create an experience that’s lasting.”
– Carrie Campbell, Fenway Park Events