Yesterday, Sports Business Journal (SBJ) was first to break the news of OBE’s launch of Onboard Sports Advisory, announcing that Dave Mingey and Hayle Chun have joined OBE to lead a new advisory offering focused on the business of global sport.
As the industry’s most trusted voice, SBJ’s coverage reflects a broader shift underway across sports and sponsorship. Fans increasingly expect clarity, authenticity, and meaning from the brands and experiences they engage with. At the same time, brands, company executives, and boards are applying greater scrutiny to how partnerships are structured, measured, and justified as long-term investments.
Sports sponsorships are no longer evaluated on visibility alone. They're evaluated on value.
That reality is why we've launched Onboard Sports Advisory and why we’re thrilled to officially welcome Dave and Hayle to OBE. Their arrivals signal a meaningful expansion of OBE’s capabilities and commitment to delivering greater strategic value for clients operating in and around the world of sport.
Leaders Shaped by the Biggest Stages
Dave Mingey and Hayle Chun bring decades of experience operating at the intersection of sport, brand strategy, and commercial leadership. Throughout their careers, they have helped define how partnerships are built, valued, and sustained at the highest levels.
Dave brings a career shaped by guiding brands and organizations through complex commercial environments, spanning global sports, entertainment, and advisory leadership. His work has consistently focused on aligning brand ambition with rights-holder realities to create partnerships built for longevity and impact.
Hayle complements that leadership with deep operational and strategic expertise, having helped design and manage landmark sponsorship programs across global markets. Known for his precision, discipline, and collaborative leadership, Hayle brings a sharp focus on how partnerships perform in practice, not just on paper.
Together, they offer a rare combination of strategic vision and executional rigor. It is exactly what today’s sports organizations and brand partners demand.
What This Means for Brands, Rights Holders, and Fans
The launch of Onboard Sports Advisory expands OBE’s ability to support clients in early-stage decision making around how, when and why to invest in sport partnerships. It brings greater clarity and accountability to partnership decisions that increasingly sit under executive and board-level scrutiny.
For brands and rights holders, this means:
- Stronger partnership strategy and deal design, aligned with broader business goals
- Commercial frameworks built to stand up to scrutiny, not just storytelling
- Clearer measurement and accountability, connecting investment to outcomes
- Experiences that resonate with fans, while delivering enterprise value
By integrating advisory expertise with OBE’s creative strategy, design, and production capabilities, clients gain a more connected, end-to-end approach. Strategy and execution reinforce one another from the start.
A Natural Extension of How OBE Works
Onboard Sports Advisory reflects OBE's belief that the strongest partnerships are built intentionally. They are shaped by strategy, informed by economics, and brought to life through experience.
As Dave and Hayle join the OBE ecosystem, we’re excited to collaborate in new ways, expand what we offer clients, and and help shape the next chapter of sport partnerships.
Welcome to OBE, Dave and Hayle!