Gensler Launches Sports and Brand Advisory Service Led by Molly Mazzolini

Infinite Scale co-founder brings expertise shaping brands and fan experiences across the Olympic Games, major sporting events, and venues.

SAN FRANCISCO - Gensler today launched a Sports and Brand Advisory service for sports and entertainment clients, led by Molly Mazzolini, who has joined the firm as Global Director, Sports & Brand Strategy. The service gives owners, leagues, teams, boards, and brands early strategic counsel on brand positioning, naming rights, partnership, revenue opportunities, and fan experience, before a design process begins.

As sports venues evolve into year-round destinations that combine sport, hospitality, entertainment, and culture, the new service brings strategic advice together with Gensler's design expertise from the outset of a project. Mazzolini will also lead brand strategy across the firm's global sports portfolio.

"People remember how a place made them feel, whether it's an unexpected detail or a moment of hospitality that stays with them long after the game," said Mazzolini. "That should be possible no matter where your seat is. For owners and brands, the opportunity is to give fans something they didn't know to ask for and won't forget. That's what brought me to Gensler: the chance to work with this team to imagine those experiences from the beginning, so people leave with a story to tell and a reason to come back."

Mazzolini began her three-decade career protecting sponsor rights at the Atlanta 1996 Olympic Games and later led brand management for what is now the U.S. Olympic & Paralympic Committee, working with more than 70 sponsors and suppliers. She then co-founded Infinite Scale Design Group, an independent sports design consultancy, where her portfolio spans NFL stadiums, MLB ballparks, NBA arenas, and five Super Bowls.

"Sports are reshaping how cities grow and how people connect with the places around them. That creates a significant opportunity for design," said Jordan Goldstein, co-CEO of Gensler. "Molly's appointment brings together the ambitions of owners, the power of brands, and the creativity of our global team. Her unique expertise will help us expand what we can achieve for clients, creating destinations that build fan loyalty, open new business opportunities, and become part of a city's everyday life."

About Gensler

At Gensler, the value of our work stems from its positive impact on the human experience. We are a dynamic and collaborative design firm uniting creativity, research, and innovation to solve complex problems for our clients. Our work challenges conventional ideas about architecture and the built environment. We aren't just designing buildings - we are reimagining cities and places that make a difference in people's lives. Founded in 1965, Gensler has built a team of 7,000 professionals who partner with clients in over 110 countries each year. Everything we do is guided by our mission: to create a better world through the power of design.

In sports, that mission comes to life through stadiums, arenas, training facilities and districts that support athletes, connect fans and strengthen communities. The firm's global portfolio includes Al-Ahly Stadium in Egypt, Chicago Fire FC's McDonald's Park, Capital One Arena, the Cincinnati Open and the Arthur M. Blank U.S. Soccer National Training Center, alongside training facilities for the WNBA's Las Vegas Aces, Los Angeles Sparks, and Phoenix Mercury.

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