Tom Lafe

Key Partnerships
Pitt Sports Marketing

Tom leads a team focused on achieving partnership goals, including creating and executing sponsorship packages. The key partnerships team provides critical, high-touch engagement with sponsors, ensuring exceptional activation while also developing integrated sales solutions and creative opportunities for growth with existing partners.

Prior to joining JMI Sports, Tom spent 11 years at the National Hockey League, serving as Director of Marketing. At the NHL Tom oversaw partnerships with the league’s national broadcasters. He led the strategic planning and execution of marketing initiatives from development through in-market integration for brand campaigns, partner solutions, digital products, tentpole events, and experiential activations, which resulted in award winning work. One of his pivotal roles was the development and growth of the Stanley Cup promotional tour, a campaign aimed at increasing the viewership of the Stanley Cup Playoffs. Early in his career, while at the NHL, Tom simultaneously wrote a weekly column on the Brooklyn Nets for the Brooklyn paper.

Tom is a Pittsburgh native and a graduate of the University of Pittsburgh. He also holds a master’s degree in Sports Business with a focus on professional and collegiate sports operations from New York University.