Mr. Scott J Carmichael

biography

Scott Carmichael has provided strategic marketing consulting to the sports industry for more than 30 years. After serving in senior executive and advisory positions with various teams and leagues, Carmichael launched Prodigy Sports, LLC which leverages his existing relationships across the major sports brands to connect his colleagues and their associates with new business opportunities.

Carmichael has opened Prodigy Sports after serving as executive vice president with ANC Sports Enterprises from 2004-2007. At ANC, Carmichael, was responsible for marketing, consulting and generating new business streams while diversifying ANC’s brand. In his tenure at ANC, he secured a long-term consulting relationship with the Arena Football League, focusing on ticket sales strategies and the build-out of an internal Team Services function while also providing consultation to all AFL teams. Additionally, he managed many of ANC’s core business functions pertaining to its client base in the NHL, including the launching of a new dasherboard initiative on behalf of the League, its 30 teams and its sponsors.

Before his segue into the entrepreneurial world with ANC Sports, Carmichael served as head of the National Hockey League’s Club Marketing department from 1995-2004. He was recruited by the NHL in 1995 to launch the League’s new department, providing consultive services to the NHL’s Member Clubs in the areas of ticket sales and operations, corporate sales and marketing and promotions. In addition, he also served as a conduit between the League’s marketing partners and their integration at the local Club level. Through his direction, he played a key role in the development and subsequent roll out of League brand initiatives, while managing the marketing relationships between the League, its Clubs and national partners such as Anheuser-Busch, Coca-Cola, MasterCard, Dodge, MBNA, ABC, ESPN and FOX.

Prior to joining the NHL, Carmichael was a senior executive with the Los Angeles Kings, where as vice president, he directed and managed the areas of broadcasting, communications, operations, marketing and public relations. He transitioned and developed a stand-alone Kings-only sponsorship sales staff and played key lead role in the negotiation of Kings’ television and radio rights packages. He also was directly involved in a number of other Kings’ affiliated business ventures outside of the hockey organization, including the Toronto Argonauts of the Canadian Football League, where he served as interim CEO in 1993.

Carmichael’s other past experiences include the Los Angeles Memorial Coliseum and Sports Arena, where he was Director, Marketing & Public Relations, Los Angeles Clippers (Director, Public Relations), the Los Angeles Olympic Organizing Committee (Night Venue Operations Manager, XXth Summer Olympiad), and an original stint with the Los Angeles Kings (Director, Public Relations).

Carmichael, a native of Los Angeles, California, graduated from Loyola Marymount University in 1982 with a degree in Communication Arts. He and his wife, Gail, have four children and now reside in Manalapan, New Jersey