Pro Sports Assembly and Populous Partner to Advance Excellence in Professional Sports Leadership

The strategic partnership provides professional sports leaders with insight and connections to support informed decisions about venue design, fan experience and community engagement.

AUSTIN, TX - January 27, 2026 – Pro Sports Assembly (“PRO”), the industry association for professional sports organizations and business leaders at teams, leagues, unions and venues, has announced a new strategic partnership with Populous, the global design firm behind the world’s most iconic sports and entertainment destinations.

Together, PRO and Populous are collaborating to elevate and prepare innovative professional sports executives to lead the next trillion-dollar industry. This partnership brings together the cross-industry membership of Pro Sports Assembly decision-makers with Populous’ global expertise in designing places that connect people and place. Together, proving the value of informed and inclusive leaders.

“Partnering with Pro Sports Assembly allows us to support key decision‑makers driving the evolution of the professional sports industry,” said Jonathan Mallie, Global Director and Managing Director of the Americas for Populous. “By combining PRO’s influential network with our global design expertise, we’re equipping industry leaders to shape year‑round destinations, guiding the next era of growth in sports, entertainment and community development.”

The partnership activation includes invite-only convenings focused on experiential districts, venue-led developments, and the evolving role of professional sports organizations as stewards of community and economic growth. This collaboration provides members of PRO with new insights, relationships and resources to impact venues and surrounding developments that create value beyond game day, shaping neighborhoods, driving year-round engagement and strengthening the communities they serve.

Key elements of the partnership activation include VIP access to the Populous House during SXSW, March 16-18, and exclusive invitations to the annual Leadership Summit. The first Summit, “From Game Day to Every Day: Experiential Districts & the Future of Community Development,” will take place on April 14, 2026, at Populous’ headquarters in Kansas City, Mo.

“As the business of professional sports continues to advance, leadership must evolve with it. Partnering with Populous allows PRO to bring forward thinking perspectives to our members who are designing or operating these essential centers of destination, experience and community.” — Marina Carpenter, Board Chair - Pro Sports Assembly

The collaboration between Pro Sports Assembly and Populous reflects a shared commitment to informed leadership, inclusive development, and the long-term value of sports-led places. Collectively, this partnership is another significant step in preparing members to lead the next trillion-dollar industry and shape the future of professional sports, venues and communities.

###

About Pro Sports Assembly
Established in 2019, Pro Sports Assembly (“PRO”) is the association for professional sports organizations and business leaders. PRO organizations drive value for the industry by creating economies of scale and scope around leadership development, research and advocacy. The power of Pro Sports Assembly comes to life because PRO members champion their individual development, organization and industry. Collectively, PRO members set the standard for leadership excellence in professional sports. For more information on Pro Sports Assembly, please visit www.prosportsassembly.org and connect on LinkedIn.

About Populous
Populous is a global design firm that began with a singular focus — to draw people together around the things they love, through experiences that capture all the senses and amplify the pure emotion shared in human moments. Over the last 40+ years, the firm has designed more than 3,500 projects worth over $60 billion across emerging and established markets. Populous’ comprehensive services include architecture, interior design, event planning and overlay, branded environments, wayfinding, and graphics, real estate strategy, planning and urban design, landscape architecture, aviation and transport design, hospitality and sustainable design consulting. Populous has over 1,600 employees in 34 global offices on four continents with regional centers in Kansas City, London and Brisbane. For more information, visit www.populous.com.

Media Contacts
[email protected]

Pro Sports Assembly
[email protected]
(210) 422-5002