May 13, 2026
As a fifth-generation graduate of the University of Nebraska-Lincoln, Shelby Jacobs (‘13) knows what a strong, competitive athletic department looks like, which inspired her to pursue a career in the sports industry. From interning with Nebraska Athletics to now working in the professional sporting arena with the Los Angeles Clippers, Shelby is driven to make each sporting experience memorable.
You are the director of global partnership sales with the Los Angeles Clippers. Can you tell us more about this role and what it entails?
I lead the commercial sales development of high‑value brand partnerships across the LA Clippers, Intuit Dome and Kia Forum. My role centers on driving revenue growth by identifying and securing new corporate partners, negotiating complex, multi‑year agreements and positioning our platforms as strategic marketing solutions for brands. I collaborate closely with internal teams to ensure partnerships are seamlessly integrated, deliver measurable return on investment and align with both partner objectives and organizational priorities.
At its core, my role is about building long‑term, impact‑driven relationships that create value for our partners and our fans. I work with local, national and global brands to understand their business goals and design fully integrated solutions that extend beyond logo placements and signage. This work spans the full partnership lifecycle—from ideation and deal structuring to contract negotiation, launch strategy and ongoing partner growth—leveraging the power of sports, live entertainment and community impact to deliver meaningful, measurable results.
You graduated from Nebraska with a degree in marketing and a concentration in international business and advertising. How did these studies and the university prepare you for a career in sports?
My studies at UNL gave me a strong foundation in consumer behavior, brand strategy, media buying, storytelling, international economics and creative thinking—skills that translate directly to sports partnerships. It taught me how to think strategically about consumer behaviors, driving fan engagement, storytelling through data and analytics and measuring ROI, which are critical when building partnerships that resonate with fans while delivering real business results for brands.
Nebraska also instilled a strong sense of teamwork, work ethic and community. Being part of a school with such a passionate fan base showed me firsthand the emotional connection people have with sports and how powerful that platform can be for brands. That experience really reinforced why sports marketing and partnerships can be such a meaningful and impactful career.
Where did your passion for athletics come from, and how do you continue to find inspiration in a competitive, evolving industry?
My passion for sports began at a young age through attending games with my family. I was seven years old when I went to my first Nebraska football game, and I immediately fell in love with the game day atmosphere and the energy of the fans. From the game day traditions to the excitement throughout the stadium, it was an unforgettable experience—and I was hooked from that moment on.
That passion continued to grow as I played sports and attended more live events, deepening my appreciation for both competition and the fan experience. I love visiting new stadiums and seeing how teams create unique, engaging experiences for their fans. As technology evolves and the way fans consume sports continues to change, the industry is constantly adapting to new trends and expectations. Being part of an industry at the forefront of that evolution is incredibly exciting. Intuit Dome is redefining the live event experience, and being involved in something truly innovative remains a constant source of inspiration.
Prior to your current role with the LA Clippers, you worked for IMG College and the Phoenix Suns. Explain more about your career journey, how you discovered these opportunities and the lessons you took from each experience.
During my senior year at UNL, I focused on connecting with industry professionals to better understand what a career in sports could look like and where I might fit within it. I cast a wide net when applying for entry-level roles across the country, went through several interview processes and gained valuable experience from each one.
I was fortunate to secure a role as an inside sales consultant with the Phoenix Suns. With no prior sales experience and no initial intention of pursuing a sales career, the role became a turning point. Within my first five months, I learned an incredible amount and discovered a passion for sales I hadn’t known existed. From that point on, I knew revenue generation was the path I wanted to pursue.
After one year in ticket sales, I looked to combine my passion for sales and marketing, which led me to marketing partnerships. I joined IMG College and began selling partnerships at the collegiate level, working with Drake University, the Air Force Academy and later UCLA and the Rose Bowl Stadium, before joining the LA Clippers in 2018.
IMG College—now Learfield—is a multimedia rights holder for several Division I athletic departments and offers an extensive professional network. That environment enabled me to build strong relationships and transition between properties within the organization. Throughout my career, I’ve learned that relationships are essential in any industry, and I’ve consistently prioritized building a strong network of peers who have been invaluable resources along the way.
What is the best or most fulfilling aspect of your job?
The most fulfilling part of my job is building relationships with brands and bringing them to life through partnerships that create real value. I enjoy taking a brand’s goals and turning them into one-of-a-kind concepts by collaborating closely with our team to develop ideas that resonate with our fans. Seeing a partnership come to life—from initial concept to execution and long-term growth—is incredibly rewarding.
Working with brands such as Intuit, Nike, Instacart, 24 Hour Fitness, Toyota, Olipop, Candy Crush and others has been especially fulfilling, as I get to spearhead the process from the first fact-finding conversation through execution. Watching those partnerships come to life energizes me and motivates me to continue identifying and building meaningful brand collaborations.
You worked as an intern for the Nebraska Athletics department as a student at UNL. How did the skills, connections and other campus involvement opportunities you gained at Nebraska empower you to go out and do big things in the sports world?
I used to joke that after rolling thousands of T‑shirts as an intern, I would never have to roll one again. Ironically, I recently found myself teaching peers at an event how to roll a T‑shirt without using rubber bands. One of the many, great skills I learned while an Intern in the athletic department.
The hands-on learning experience I gained as an intern in the athletic department was incredibly valuable. Each year, I led two to three sports, owning everything from developing promotional plans and coordinating game day operations to ideating new fan experience initiatives and writing marketing scripts for PA reads. That experience taught me how essential teamwork is to turn ideas into fully executed campaigns that resonate with fans, the importance of clear and concise communication and the ability to problem-solve and adapt quickly when things don't go as planned. These skills laid a strong foundation and empowered me to continue growing in my career.
I also took advantage of campus involvement opportunities outside of athletics, which helped me grow as a leader and become more well-rounded. Whether it was in the classroom or through extracurriculars, Nebraska gave me the platform to step up, take initiative and build confidence.
Do you have any advice for students who are looking to find their competitive edge in the industry and start a career in sports?
The key is combining passion for sports with practical experience, relationship-building and a willingness to outwork the competition. It's important to understand that the sports industry is a business and there's more to it than just having a passion for sports.
An industry friend recently launched a book that I would recommend to anyone interested in pursuing a career in sports; it's called Breaking Into Sports. The Real Guide to Landing Your Dream Job by Stuart Sokoloff.
1. Get Experience Early
Don’t wait until graduation to start building your résumé. Internships, game-day roles and volunteering with athletic departments or local teams provide hands-on exposure and help you understand how the industry really operates. Starting early allows you to explore different areas—from marketing and partnerships to operations and analytics.
2. Treat Networking Like a Skill
The sports industry is relationship driven. Connect with professionals on platforms like LinkedIn, attend industry events and follow up with people you meet. Informational interviews can go a long way in learning about career paths and staying on someone’s radar when opportunities arise.
3. Be Open to Any Entry Point
Many careers in sports start with roles that aren’t glamorous—ticket sales, game-day operations or internships. Those positions often provide the best training ground for learning the business.
4. Develop Transferable Skills
Sports organizations ultimately operate like businesses. Skills in marketing, sales, data analytics, content creation and customer service are highly valuable across teams, leagues and agencies.
5. Show Initiative and Curiosity
Students who stand out are the ones who go beyond the job description—asking questions, bringing ideas and constantly looking for ways to contribute. Being proactive signals that you’re invested in learning and growing.
6. Stay Persistent and Patient
Careers in sports rarely follow a straight path. Rejections and setbacks are common, but persistence and resilience are what ultimately separate those who make it in the industry from those who don’t.