Game Changers: Kristen Rose

rom Kristen Rose’s IMG College office, she can look in one direction and see Bobby Dodd Stadium, where Georgia Tech plays football in a uniquely urban setting. In the other direction is the Atlanta skyline, a reminder of the big city and the pro sports teams in it.

Until earlier this year, Rose had spent her entire career marketing and selling professional sports, from premium seating to sponsorships, and even stadium financing and planning. And then, she decided, it was time for a change. She became the general manager of IMG College’s Georgia Tech property nearly a year ago and has spent that time injecting her experiences from the Minnesota Timberwolves and Mandalay Baseball Properties, among others, to the college property.

At the same time, she said she’s learning from a veteran staff at Georgia Tech and by immersing herself into Atlanta’s vibrant corporate community. On a daily basis, Rose works with brands like AT&T, Delta, Georgia Power, Coca-Cola and a new Georgia Tech partner, BitPay.

“Georgia Tech is the first college sponsorship deal BitPay has done,” Rose said of the Atlanta-based payment service provider, which also this summer secured a title deal with the St. Petersburg Bowl. “Now we’re in conversations to expand it so there’s the opportunity for people to use bitcoin in the stadium and arena.

“Because Georgia Tech has such a culture of innovation, as an institution, I think we can be like a test kitchen for IMG,” she said. “We might try some things here, like using bitcoin, where we wouldn’t be afraid to be the first to try something.”

— Michael Smith