MLSCoca-ColaTito's VodkaSprite DC UnitedNorth FaceESPNNCAA March Madness 519M+ Earned Impressions8 Seasons · MLS 30+ National TV SpotsBilingual EN / ES MLSCoca-ColaTito's VodkaSprite DC UnitedNorth FaceESPNNCAA March Madness Roots Picnic519M+ Earned Impressions8 Seasons · MLS 30+ National TV SpotsBilingual EN / ES

VP Group Account Director · Sports & Entertainment

Arturo
Garcia

Sports & Entertainment Marketing

Every great league needs a story.
I want to help write one.

18 years building campaigns at the intersection of sport, culture, and brand.

hello@arturo-garcia.com arturo-garcia.com LinkedIn

What I bring

Senior Account Leader. Cultural Strategist. Builder.

I am a senior account leader with 18+ years building integrated sport and entertainment campaigns across sponsorship activation, live experiential, talent partnerships, and multicultural content strategy. Led MLS from strategy through execution across eight consecutive seasons, growing it into the agency's largest retainer. Along the way I have worked with Coca-Cola, Tito's Vodka, DC United, and Sprite.

As a native bilingual EN/ES leader, I bring fluency in Latino fan culture and multicultural audience strategy that is increasingly indispensable for brands showing up in the US sports market.

Why this moment

The US Market Is About to Get Bigger.

The United States is the most sophisticated sports and entertainment market in the world, and it is on the verge of its biggest expansion yet. FIFA World Cup 2026. The LA Olympics in 2028. A generation of fans who expect brands to show up with cultural credibility, not just logo placement.

MSQ Sport + Entertainment was built for exactly this moment. Leveraging the power of sport and culture to create deeper connections for brands, talent, and rights holders. I have spent 18 years doing exactly that.

Selected Work

03 Campaigns

8 Seasons · National TV

Major League Soccer

Our Soccer

Directed integrated account leadership across eight consecutive MLS seasons, overseeing campaign strategy, league activations, supporter culture storytelling, social content, and sponsorship execution. The agency's largest and longest-running retainer.

↑ 8 Consecutive Seasons · Largest Agency Retainer

519M+ Impressions

Coca-Cola

NCAA March Madness Multicultural

Built experiential and entertainment programming tied to Coca-Cola's NCAA partnerships, blending live music, fan culture, creator engagement, and national event storytelling to connect the brand to Latino sports fans across the US.

↑ 519M+ Earned Impressions Nationwide

Sponsorship Strategy · Multi-League

Tito's Vodka

Somos de Aquí

Developed sponsorship strategy across the Dallas Cowboys, Brooklyn Nets, and LA Dodgers. Developed "Somos de Aquí," a bilingual platform for the Cowboys partnership built around fan identity and community activation.

↑ Multi-League Portfolio · Bilingual Platform Strategy

Where I Map to MSQ North America

01
Grew a sports property from mid-tier to marqueeLed MLS account strategy across eight seasons, which is exactly the trajectory MSQ drives for its clients in sponsorship strategy and activation.
02
Multicultural marketing fluency, not just a checkboxNative bilingual EN/ES with deep roots in Latino sports fandom and culture, a critical differentiator as MSQ builds its North America book of business.
03
Built and managed the agency's largest retainerRevenue growth, client retention, and cross-functional team leadership. The full VP Accounts brief, not just delivery.
04
Executive-level client relationships across sports, music, and lifestyleManaged senior stakeholders at MLS league level, Coca-Cola, and Tito's. The kind of partnership depth MSQ values at its founding client relationships.
05
Production scale from national TV to live experiential30+ national TV spots, live event production, and integrated brand campaigns. Ready to operate at the ambition level MSQ is building toward with FIFA and the Olympics.
06
Passion for campaigns that move audiences, not just metricsSport and entertainment marketing works when it is rooted in genuine fan culture. That has always been the brief I write for myself.

ArturoGarcia