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Volume 22 No. 27
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Carla Rosenberg, Lagardère Plus

Photo: White Unicorn Agency

Carla Rosenberg is a pioneer in the business of creating nonprofit foundations and charity events for star athletes.

Carla Rosenberg

Senior Vice President, Charity Events and Management, Lagardère Plus

Born: Cape Town, South Africa

Education: University of Illinois at Urbana-Champaign, B.S., kinesiology; University of Dallas, MBA, marketing/sports and entertainment management

A former NCAA Division I tennis player, Rosenberg started her career at the Texas Rangers in 2004. As the 2004-05 NHL lockout was ending, the Dallas Stars, who had common ownership through Tom Hicks, needed help to get the community excited about hockey again.

Rosenberg worked for the Stars in community marketing and as executive director of the Dallas Stars Foundation. Athletes started coming to her for help with their charities and foundations. She launched her own company, The Matchpoint Agency, in 2012.

“There were a lot of skilled people putting on great events with the best design and production,” Rosenberg said. “And there were a lot of people who were really good with the nonprofit management and nuances, but to kind of match the two, I didn’t see anyone who was really doing it, at least when I started up.”

In 2018, Rosenberg sold Matchpoint to Lagardère Sports and Entertainment’s global partnership marketing division, Lagardère Plus, where she works with the agency’s more than 250 athlete and celebrity clients, while continuing to serve her own longtime clients and their events. — Liz Mullen

Getting to know...

Favorite day-off activity: Enjoy spending time with my friends! It feeds my soul.

Something your friends would consider "so you": Oysters and rosé.

Proudest professional achievement: Working with one of sports’ true female trailblazers, Nancy Lieberman, and taking Nancy Lieberman Charities from inception to an entity that has established mission-driven programming and raises millions of dollars. 

Woman in sports business you’d like to meet: Charlotte Jones Anderson. I’m impressed with how she manages it all with such grace. I admire her attention to detail and design, and the way in which she leads the business and works with her family.