News and Insights

FINN Partners Adds to Sports Practice to Support Rapid Growth in Women’s Sports Marketing

March 23, 2023

NEW YORK – FINN Partners, an award-winning, independent global marketing and communications agency, welcomes sports communications specialist Madelyn Flax to its growing FINN Consumer Lifestyle and Sports group to bolster the team’s expertise within the women’s sports marketing landscape.

Flax is based in New York and works under Managing Partner Missy Farren and Senior Partners John Acunto and Caroline Andrew. Her role is focused on growing the team’s roster of women’s sports clients that has included sports media company GALvanize, US Ski and Snowboard and National Research Group’s report on women’s sports.

FINN’s Consumer Lifestyle and Sports team previously executed the highly acclaimed campaign for clothing company Title Nine’s Kick in for Equal Pay, an effort to support the U.S. Soccer Federation’s 2021 collective bargaining agreement ensuring equitable compensation for the U.S. Men’s and Women’s National Soccer Teams.

“We welcome Madelyn to our team during a time when women’s sports is beginning to take front and center in today’s sports conversations and continues to inspire important social discourse beyond the playing fields more than ever before,” said Missy Farren, Managing Partner, FINN Partners, Consumer Lifestyle and Sports division. “A former athlete herself, Madelyn’s targeted experience working with female athletes serves as a tremendous asset as we expand our reach in the women’s sports and work to amplify the unprecedented levels of interest in the industry.”

This addition to the team builds on decades of work championing sports, leagues, personalities and events, both men’s and women’s, including support of athletes and brands through nine Olympic Games spanning surfing, skating, snowboarding, skiing and cycling. The FINN Consumer Lifestyle and Sports team has also executed female-led campaigns for brands like Roxy, lululemon, Darn Tough, Target, Anna Victoria, Fox Racing, Burton Snowboards and Life Time.

Flax joins FINN after two years at Berk Communications, where she worked with a variety of notable athletes and sports brands including the National Football League, Puma, Foot Locker, teenage skateboarding phenom Minna Stess, former Olympic Track & Field star Colleen Quigley, and USTA Track & Field Star Chari Hawkins. Prior to that, she held positions with CAA (Creative Artist Agency) Sports and Showtime Networks’ Sports & Events.

FINN’s Consumer Lifestyle and Sports division has seen continual growth over the last two years, including the recent hire of Zach Groen, who joined the agency as a VP, after lengthy tenures at both the NFL and Big Ten Conference. The group has worked with leaders throughout the lifestyle and sports industries and beyond, including Comcast, Sony, Fan Controlled Sports and Entertainment, Red Bull, Title Nine, Toldright, Stance, Ski Utah, Travel Alberta, BetMGM, Sense Arena, Entain, Lead1 Association, Mobile Premier League, and many others. The team was a recent finalist for the 2023 PR Week Award for Best in Arts, Entertainment, Sports & Media for their work with Title Nine.

A native of Potomac, Maryland, Flax attended both Wesleyan University (CT) and American University, where she was a member of both schools’ women’s lacrosse teams. She graduated from American University with a bachelor’s degree in Communications and minored in marketing & entertainment. She resides in New York City.

TAGS: Sports Marketing