From the Dallas Cowboys to DSP: Building Authentic Athlete Brands with Heart and Strategy
From the heart of Texas to the Emerald Coast of 30A, we’re excited to introduce Emily Carpenter — our powerhouse Vice President of Marketing at Digital Sports Partners.
Emily’s career began with one of the most iconic brands in sports, the Dallas Cowboys, where she supported the Brand Manager on a concept called Fans United, a retail experience that brought team spirit to life, from pro leagues to high school teams. That early work laid the foundation for her passion in sports marketing and storytelling, something she now brings to Digital Sports Partners (DSP) with a strategic flair and Southern charm.
After her run in sports marketing, she joined men’s custom clothing brand, J.Hilburn, where she worked closely with the CEO and other team members. During her time at J.Hilburn, Emily led the marketing department through the challenges of a global pandemic, even spearheading a partnership with former NFL linebacker and ESPN analyst, Marcus Spears.
We sat down with Emily to get to know her better and asked a few questions about her journey, vision, and what lights her up about marketing in sports and NIL branding.
Why Did You Choose A Career In Marketing?
Oh gosh, I think this might be the easiest question to answer. I was always the kid who wanted to get to the movies early so I could catch the previews, because they were always so exciting for me.
I always found the idea of creating something that pulls at your heartstrings exciting. So what I’m saying is, because of the hard work and passion that has to happen behind the scenes, you, the person experiencing it, ultimately believe in that product or service and have to have it.
Emily’s passion has translated into strategic leadership across DSP’s athlete influencer marketing, sports advertising, and NIL brand development — driving emotional storytelling that converts.
How do you define sports marketing in today’s digital-first world?
Marketing is more than just digital ads and billboards. It’s a feeling. It’s inspiring. It’s something that happens to you without you even knowing it. I have a dream that one day, with one lucky brand, we’ll create a SPECTACULAR together.
What Is a SPECTACULAR?
There is a moment for every brand that comes and it just HAPPENS (with careful planning, of course). Some might call it a viral video, others may deem it a PR stunt. But to me, it’s something spectacular. It’s something you’ll remember for the rest of your life the moment you experience it.
What campaign or activation have you worked on that best reflects DSP’s mission of supporting athlete branding and personal growth?
One that stands out is the launch of The Pride of ODU, the NIL collective for Old Dominion University — a key DSP initiative that blended grassroots sports marketing with authentic athlete storytelling. We weren’t just promoting partnerships; we were showing fans who these student-athletes are, what drives them, and why supporting them matters. That authenticity built real trust and opened doors for long-term growth, not just for the athletes, but for the university as a whole.
I even had the pleasure of joining the men's and women’s basketball teams at the conference playoffs, where they had a dedicated fan base that followed them from Virginia Beach all the way to Pensacola, Florida. It was electric and amazing to be a part of.
How does your past experience help shape DSP’s approach to athlete brand development?
My background in sports — from working with the Dallas Cowboys to growing up cheering Oklahoma State and the OKC Thunder — gave me a deep appreciation for what these athletes represent. They’re not just players; they’re hometown heroes, symbols of grit and identity. At DSP, I bring that perspective into every campaign focused on athlete brand development.
Now living in 30A and working with athletes nationwide, I’m especially focused on how we localize their stories through personalized brand strategies and community-driven content. Whether it's an up-and-coming athlete or someone navigating life after college sports, we help them build a brand that’s authentic, emotionally resonant, and built to last — no matter where life takes them.
And honestly, it’s personal for me, too. I have so many friends who played at the collegiate level and are still involved in the game in different ways, just like me, through marketing. My niece is also a total powerhouse — she’s a fastpitch softball catcher and was just chosen for the USSSA Fastpitch Showcase. Watching young athletes step into the spotlight and begin shaping their stories at such an early stage fires me up. That’s what this work is all about.
What trends in athlete marketing or sports media are you most excited about right now?
I’m loving the shift toward real, behind-the-scenes content. Fans want authenticity — the late-night training sessions, the quiet moments before a big game, the cause an athlete cares about. It’s no longer just about highlight reels or flashy endorsements. It’s about connection. That opens the door for athletes at every level to build real, lasting communities around who they are, not just what they do.
How is DSP helping athletes or sports programs build long-term brand equity?
At DSP, we’re helping athletes see themselves as more than just their sport, but instead as entrepreneurs, storytellers, and community leaders. It starts with identifying what they care about, what makes them unique, and how they want to present themselves online. Then we support them with content strategy, NIL consulting, and the digital tools to bring that to life.
Whether it's guiding them through what to post, creating custom assets, or connecting them with local businesses, our goal is to make it easier for athletes to build a brand that feels authentic and opens doors. For sports programs, we’re creating long-term value by positioning their athletes — and their NIL infrastructure — as forward-thinking and community-driven. It’s not about quick hits; it’s about building something that resonates and grows over time.