Sam Soni is an established and recognized professional in the sports event management industry and is credited as a pioneer and leader in the multi-billion-dollar premium ticket and sports hospitality event industry.
With over 30 years of experience, Sam is responsible for developing and executing a unique event management business model that incorporates both hospitality and travel. The business model has since been widely adopted by many organizations, resulting in long term partnerships with the NCAA, USTA, PGA, NHL, NFL and many other leagues, teams, and events.
Sam was the former CEO, Founder & Chairman of PrimeSport, a ticketing and event management company headquartered in Atlanta. Under Sam’s direction, PrimeSport secured partnerships with over 150 rights holders in sports and music, and in 2017, was acquired On Location Experiences the official hospitality arm of the NFL. After becoming Chief Revenue Officer in 2017, Sam’s continued involvement and leadership with PrimeSport led to it’s acquisition by the entertainment and media company, Endeavor.
Sam is a limited partner of the Atlanta Hawks ownership group, and a partner of the Chattanooga Lookouts, a minor league affiliate of the Cincinnati Reds.
Sam currently serves on the boards of PrimeSport, Ticket Evolution, the Atlanta Sports Council, Longhorn Foundation Advisory Council, Families First, Built not Born, and the Pace Academy Board of Trustees.
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