Megan Hughes Allison, Genesco Sports Enterprises
After starting her career building Pepsi’s iconic motorsports deals with Jeff Gordon and Dale Earnhardt Jr., Megan Hughes Allison has now graduated to working on a range of different sports for Genesco Sports Enterprises.
Early in her career, Allison worked for Electric Red, which was involved with licensing marks from NASCAR to use on its hardware products like MP3 players. That helped vault Allison to Genesco in 2006, where she worked with longtime client Pepsi as it built up its motorsports presence with Gordon before eventually signing Earnhardt in 2007.
Now, she leads the GSE Live Hospitality unit, which includes business development, in addition to working with companies such as Bojangles’, Johnson & Johnson, Advance Auto Parts and Atrium Health.
“Being part of the Jeff Gordon years, seeing how he grew in the sport and being part of his retirement was just amazing. He and Hendrick Motorsports were just very good partners to work with,” said Allison, who grew up in Kansas City.
She also is enjoying working on other deals now, noting the Advance Auto Parts program.
“It’s been fun to sit down with Advance and develop their sports strategy to help them differentiate themselves in their industry and kind of identify who their brand is through sports,” Allison said. “Helping Advance build a sports strategy has really been fun, and going from Mountain Dew and the soda world to aftermarket auto retail parts is really interesting.” — Adam Stern