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Volume 21 No. 1
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Game Changers: Amy Stanton

Photo: STANTON & CO.
The photo of Stanton and her grandfather sits on her desk as an inspiration from the smart and savvy businessman who was her biggest cheerleader.
Corporate Partners
Amy Stanton
Stanton & Co. | Founder and CEO

my Stanton founded Stanton & Co. in 2006 after having worked as the first chief marketing officer of Martha Stewart Living Omnimedia. Before that, for about three years, she was the director of marketing and communications for NYC2012, the bid group that sought to bring the 2012 Summer Olympics to New York.

Her current firm, based in Los Angeles, represents a roster of brands and events that includes the espnW Women and Sports Summit, Evolve (a naturally flavored protein drink for women), and the American Diabetes Association Tour de Cure Women’s Series (a women-only cycling event). She also represents 22 individual clients, all female, including  snowboarder Gretchen Bleiler, skier Heather McPhie and hockey player Hilary Knight. She represents health and lifestyle experts, including yoga instructor and author Kathryn Budig, as well.

“It’s almost like a mini model of IMG,” Stanton says of her agency, “but focused on women.”

— Liz Mullen

  • Crowning professional achievement: Starting my own business from scratch, inspired by my family of entrepreneurs and a sense that anything is possible. And, on an ongoing basis, building and promoting positive female role models.
  • Biggest professional disappointment: When New York City didn’t win the bid for the 2012 Olympics.
  • Person who had the biggest influence on your career in sports: My grandfather has had the biggest impact on my career in general: His work ethic, wisdom and character always inspired me and continues to motivate me to be my best.
  • Woman in sports business you’d most like to meet: Kathrine Switzer. She’s a pioneer and paved the way for women to run marathons. I love her story. Since I’ve run the Boston Marathon (and others), it’s a personal connection for me.
  • Best advice you’ve received: “Keep smiling” is great advice for all areas of life, including business pursuits.
  • What would you, at age 18, find surprising about the person you’ve become today?: That in spite of the fact that I’m a total planner, the best moments and evolutions of my career have resulted from unexpected developments, trusting my gut, and following my instincts.
  • The biggest challenge I face working in the sports business is …: That people tend to be myopic about the sports business. Part of what excites me is that on the women’s side, sports is part of a much bigger and growing health and wellness industry with tremendous potential for innovation and growth.
  • My vision of success is …: Pursuing something I’m passionate about, working with inspiring people, making a positive impact in the world, and, ultimately, striking the right balance between work and life.

“What differentiates Amy is her relentless passion. She has enormous belief in her vision — for her clients, for brand-building and for the possibilities of women in sports. Amy has been a fantastic partner as we’ve built the espnW business, and I’ve valued her insight and advice throughout our rise.”

— Laura Gentile | Vice president | espnW