PHOENIX, Ariz. – Sports tourism industry consultancy the Huddle Up Group (HUG) has announced an internal promotion of Cole McKeel. McKeel will take on the new title of vice president of partnerships effective immediately.
Since joining the HUG team as director of partnerships in January 2021, McKeel has overseen the company’s business development efforts, including the expansion of the Sports Tourism Index & Scout, the company’s business development platform.
A sports industry veteran, McKeel has extensive experience with business development. A Kentucky native and former head manager for the University of Louisville men’s basketball team, McKeel has most notably worked with the United States Olympic & Paralympic Committee, USA Bobsled & Skeleton, the Denver Broncos, Pacers Sports & Entertainment, and the IMG Academy.
HUG founder and CEO Jon Schmieder says, “Our company has seen record growth over the past two years. Much of that success results from our team’s extraordinary efforts in supporting our destination partners and those they serve. Cole’s impact cannot be understated in where we are today. Giving him a more hands-on leadership responsibility is the obvious next step for Cole in his journey.”
In his expanded role, McKeel will lead all aspects of the company’s business development and partnerships, including the continued expansion of the Sports Tourism Index and Scout platform. He and his team will handle all partnerships, sponsorships, and related activations.
The Sports Tourism Index & Scout has more than 450 destinations and more than 130 event rights holders actively engaged with the platform. The searchable event database includes more than 1,100 events.
