Sam Kilgore Huston is a seasoned strategist committed to the evolution of sports marketing and sponsorship. With over 20 years of dedicated service in shaping brand, athlete, and tech partnerships, she brings a unique blend of strategic insight and executional know-how across the sponsorship value chain.

As the Founder of The Flock – Chattanooga’s official NIL collective – Sam has spearheaded athlete brand development, digital monetization, and multi-tier sponsorship activations, leading to double-digit growth in recurring revenue and audience engagement. Her consulting practice extends that impact, advising Fortune 500 brands, SaaS platforms, and athlete-driven ventures on sponsorship valuation, audience analytics, and go-to-market strategy.

Previously, Sam held leadership roles at MVPIndex, Khoros, and Chip Ganassi Racing. In these positions, she led strategy, digital media, and client success teams that supported global brand partnerships with Target, Adidas, Beats by Dre, NFL, and ESPN, driving scalable sponsorship frameworks, transforming influencer strategy, and enhancing campaign effectiveness through insights.

Sam holds an MBA from the University of Tennessee and a journalism degree from the University of Missouri. She lives in Chattanooga, Tennessee, with her husband and six-year-old daughter. A devoted Tennessee Vols fan and self-proclaimed bourbon enthusiast, Sam brings a spirited, human-centered approach to building athlete-first partnerships and purpose-driven brand strategies.