Dave Mingey and Hayle Chun, Instrumental to LA28’s Record-Setting Olympic & Paralympic Commercial Model, Take on Senior Sports Strategy Roles Within the Full-Service Global Agency

Dave Mingey and Hayle Chun have joined On Board Experiential (OBE) to establish Onboard Sports Advisory, extending the Los Angeles-headquartered agency’s role in the global sports ecosystem.

As sports marketing decisions face increased financial scrutiny, media complexity and executive-level accountability, the need for expert counsel for brands and stakeholders has never been greater. The launch of Onboard Sports Advisory formalizes a senior-level sports marketing consultancy offering within OBE, helping brands, properties and rights-holders shape partnership decisions from the earliest stage.

Formerly commercial executives for Team USA and LA28, Mingey and Chun were central to building the most ambitious and highest-grossing Olympic & Paralympic commercial effort to date, helping set new benchmarks for how sponsorship value is created, priced and activated.

“Dave and Hayle bring more than experience – they bring credibility earned at the highest level of global sport,” said Deb Murray Lemon, CEO of OBE. “The commercial outcomes they recently delivered for LA28 and Team USA speak for themselves. Their backgrounds as P&L owners on the brand side strengthen our ability to advise executive leadership teams navigating an unprecedented decade of major sporting events in the U.S., where sponsorship decisions increasingly carry enterprise-level implications.”

“Having worked alongside Deb for many years at Nike, I’ve seen firsthand how she approaches leadership and long-term growth,” said Mingey. “What she and founder Dan Hirsch have built at OBE reflects that same discipline, clarity of vision and performance standard. Hayle and I are excited to bring our experience building and evolving global commercial partnerships to the OBE family. Having been on the other side of the table for a while, we’re now eager to help senior brand leaders make more effective, high-stakes decisions about sports sponsorship.”

“Global interest in sports marketing continues to grow, but the environment around it has become far more complex,” said Chun. “My time at LA28 reinforced how much more intentional properties, brands and stakeholders must be about how partnerships are structured, measured and sustained. We’re seeing unprecedented demand from C-suite leaders and boardrooms for experienced counsel as sponsorship decisions carry greater financial, reputational and enterprise-level consequences.”

For more than 30 years, OBE has crafted highly impactful brand campaigns across six continents for many of the world’s leading brands, including JPMorganChase, Meta, the NFL, Nike, OpenAI and Starbucks. With the addition of Onboard Sports Advisory, OBE is now positioned to advise properties, brands and rights-holders earlier in the decision-making process, providing senior commercial counsel before deals are negotiated, activated or publicly announced. Mingey and Chun will operate across OBE’s offices in Los Angeles, New York, San Francisco, and London, and will work closely with senior client teams while helping recruit specialized talent to support the practice.

Mingey most recently served nearly seven years as a Senior Vice President of the U.S. Olympic and Paralympic Properties, overseeing all commercial partnerships for Team USA and LA28. In that role, he played a central role in shaping the commercial framework for the Olympic and Paralympic Games Los Angeles 2028, operating at the intersection of brand strategy, rights-holder economics and executive-level decision-making. Prior to LA28, Mingey founded and led GlideSlope, a global advisory firm focused on complex commercial partnerships across sports and entertainment. Under his leadership, GlideSlope counseled organizations including AB InBev, Citi, Dow, Gatorade, McDonald's, the NY/NJ Super Bowl Committee, and The North Face. Seven years after founding the firm, he sold GlideSlope to a private equity group. Mingey’s career includes senior leadership roles at Nike, SiriusXM, Johnson & Johnson, PepsiCo, and the U.S. Department of Defense. Among the honors earned throughout his career, Mingey has been named an “Olympic Power Player” by Sports Business Journal and was also recognized with the publication’s Forty Under 40 Award.

Chun most recently served as Vice President of Business Operations of the U.S. Olympic and Paralympic Properties, where he led strategy, planning, and stakeholder relationships across LA28’s commercial unit. In that role, Chun was closely involved in the design and execution of what is widely regarded as the most commercially successful sponsorship program ever assembled for a single global sporting event. Throughout his more than six years with the organization, Chun worked to structure and manage long-term relationships with global and domestic partners, including Comcast, Delta Air Lines, Allianz, Deloitte, and The Hershey Company – with strategic focus on asset design, delivery and measurement. Previously, Chun led worldwide sports sponsorship initiatives at Samsung Electronics while based in South Korea, managing international partnerships and activation across global markets. His career also includes leadership roles in sports marketing and media at Endeavor, CBS and NBCUniversal, where he was part of the team awarded a Sports Emmy Award for NBC’s Olympic coverage.

The launch of Onboard Sports Advisory represents the latest strategic expansion effort for OBE under its newly formed holding company, The ADD Collective.

About On Board Experiential (OBE)

OBE is an experience-led agency built for the modern experience economy. For more than 30 years, OBE has partnered with iconic brands including Nike, the NFL, JPMorganChase, Meta, OpenAI, Sephora, Starbucks, and Converse to design strategic, culture-shaping experiences that build connection and drive business impact. With offices in Los Angeles, New York, San Francisco, and London, OBE activates globally. OBE is a founding member of The ADD Collective, extending its reach and resources while staying true to its core capabilities. Learn more at the OBE website, LinkedIn and Instagram

About the ADD Collective

The ADD Collective is a privately funded strategic holding company founded by Allison Statter of Blended Strategy Group (BSG) and Dan Hirsch and Deb Lemon of On Board Experiential (OBE) to invest in and scale best-in-class, founder-led marketing agencies shaping culture today. Built to connect experience, influence, and impact, its portfolio—including BSG, OBE, Onboard Sports Advisory, Think True, and align Public Relations—serves Fortune 500 companies and A-list talent across experiential, multicultural, and sports marketing; communications and PR; celebrity and influencer strategy; social media; and content production, while maintaining the creative autonomy and independent identity of each agency. Learn more at The ADD Collective website and LinkedIn

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