Connect Partnership Group Changes Name Amid Unprecedented Growth in Advisory Services Division and Continued Success in Partnership Selling Practices

Dallas-based company with a pedigree in partnership sales and strategy for sports and entertainment properties officially expanding its expertise to include the consulting services division which focuses on winning business for clients

DALLAS, October 04, 2021–(BUSINESS WIRE)–Connect Partnership Group, a Dallas-based sports and entertainment agency founded in 2015 by industry veterans Ben Cahalane and Danielle Shuff, is changing its name for the first time in company history to reflect the company’s massive growth in areas of consulting beyond its formidable partnership sales and Strategy business.

Connect, which is bolstering a client list that includes Fortune 500 companies and world-class sports and entertainment properties, is formalizing a consulting services division to help new and existing clients win business and grow in the competitive ecosystem of sports, entertainment and large public venues. The agency recently promoted longtime sales manager Al Connor to executive vice president to lead the division.

Unlike most traditional brand consulting firms in sports and entertainment, Connect’s consulting services division, with over 120 combined years of experience and relationship building, acts as a team of outsourced sales to directly generate revenue on behalf of its primarily B2B client list. The agency’s industry experience is broad and deep in the tech space through working with some of the world’s largest tech companies.

Connect’s rebranding initiative is led by Channing Butler, VP of Sales and Strategy. As part of the rebranding, Connect introduced a new logo and launched a new corporate website, The website serves as a portal for discovering the agency’s expanded capabilities and leadership team.

“Connect has evolved tremendously over the past six and a half years, and we felt there was no better time to reaffirm our commitment to winning business for our customers while remaining true to our purpose,” said Butler said. “Our new identity reinforces our commitment to delivering results while celebrating the victories we have achieved to date with the exceptional team of professionals who make our success possible. In everything we do, we believe that together we we can create more.”

Shuff, co-founder, added, “Developing strategic, revenue-generating referral sales programs will always be our daily bread, but we have recognized, and so have our clients, that our network of relationships and the expertise and acumen of sales from our team can help our consulting clients directly drive revenue to impact top line growth. Simply put, we find new opportunities and accelerate the sales cycle, which leads to more wins. And these results are in high demand.

An indicator of success, Connect has shaken off many new recent business wins. The company was retained to provide consulting services to CommScope, a global leader in network connectivity, providing industry-leading solutions across DAS, Wi-Fi and cabling to nearly 300 locations worldwide. Additionally, Connect represents American Tower, a leading independent owner, operator and developer of multi-tenant communications real estate with a portfolio of more than 214,000 communications sites in 24 countries. And Zelus, a strategic consultancy at the intersection of creativity and technology focused on rights management, intellectual property development, capital investments and digital assets, launched Connect in August. Specific to NFTs, Zelus provides in-house design, development, and minting coupled with premium launches, token transfer, and community culture.

Beyond that, the agency’s Partnership Sales & Strategy division was tapped to represent Hudson Yards Experiences, including Edge, New York’s hottest new attraction and tallest outdoor patio in the Western Hemisphere. .

For more information about Connect Partnership Group or to contact directly, visit

About the Connect Partnership Group

Connect Partnership Group is a sales and strategic advisory agency specializing in the representation and sale of sponsorships, naming rights and other media assets in sports and entertainment, while providing an outsourced business development team companies that sell products and services to industry. Based in Dallas, TX, Connect capitalizes on 120 years of combined sports industry experience selling and activating sponsorships, organizing events, advising on behalf of Fortune 500 companies and creating strategic and mutually beneficial partnership opportunities for properties and brands around the world.

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channing butler
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