VP of Alliances & Channels, Sports Tech
Directs strategic partnerships and distribution networks to scale athletic technology and performance software businesses.
Overview
This career involves building a global network of partners, ranging from retail distributors and professional sports leagues to health insurance providers and software integrators. The day-to-day rhythm revolves around high-stakes negotiations, strategic planning, and cross-functional coordination to ensure that channel partners are equipped to sell or integrate the company's hardware and software solutions. It requires balancing the immediate pressure of sales quotas with the long-term goal of fostering sustainable, mutually beneficial business ecosystems.
The work is characterized by a need for deep industry knowledge in both technology and the business of sports. Professionals in this role solve complex problems related to market expansion, conflict between direct and indirect sales channels, and the technical interoperability of fitness data. Success in this field is common for individuals who possess a blend of diplomatic finesse and analytical rigor, as they must often influence stakeholders over whom they have no direct authority.
The work is characterized by a need for deep industry knowledge in both technology and the business of sports. Professionals in this role solve complex problems related to market expansion, conflict between direct and indirect sales channels, and the technical interoperability of fitness data. Success in this field is common for individuals who possess a blend of diplomatic finesse and analytical rigor, as they must often influence stakeholders over whom they have no direct authority.
Responsibilities
- Develop and execute a comprehensive global channel strategy to meet revenue targets.
- Identify and recruit strategic partners including retailers, value-added resellers, and technology integrators.
- Negotiate complex partnership agreements and incentive structures for third-party distributors.
- Collaborate with marketing teams to create co-branded collateral and partner enablement programs.
- Manage a dedicated team of partner managers to drive engagement and performance across the network.
- Monitor and report on key performance indicators related to partner-led revenue and market share.
- Mediate conflicts between internal sales teams and external channel partners regarding territory and accounts.
Qualifications
- Bachelors degree in Business, Sports Management, or a related technical field.
- Ten or more years of experience in business development or channel management within the technology sector.
- Proven track record of scaling indirect sales revenue in a high-growth environment.
- Exceptional negotiation skills and experience managing multi-million dollar contracts.
- Deep understanding of the sports technology landscape, including wearables and performance analytics.
- Strong leadership experience managing diverse, distributed teams of professionals.
Nice to have
- Master of Business Administration from a top-tier institution.
- Existing network of contacts within professional sports organizations and major athletic retailers.
- Experience managing international distribution channels across North America, Europe, and Asia.
- Technical proficiency in CRM systems and partner relationship management software.
Work environment
- Work is typically performed in a professional office or home-office setting with frequent digital collaboration.
- Extensive travel is often required to attend industry conferences and visit key partners globally.
- The culture is high-pressure and performance-driven, centered on quarterly and annual growth metrics.
- Team structures are often matrixed, requiring coordination across product, sales, and legal departments.
Benefits & growth
- Compensation packages usually include a high base salary plus significant performance-based bonuses.
- Executive-level equity grants or stock options are standard in venture-backed or public sports tech firms.
- Career progression typically leads to C-suite roles such as Chief Revenue Officer or Chief Operating Officer.
- Professional development often involves executive leadership coaching and high-level industry networking events.
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