Sports · Partnerships · Emerging Growth
SALN Group is a business advisory and media company operating at the intersection of sports, partnerships, and emerging growth businesses.
We publish independent analysis and advise companies and founders on strategy, commercialization, partnerships, and growth.
Strategy for the people building the business of sport — founders, investors, and companies. We help clients see the economics clearly and move on them.
Independent analysis on sponsorship economics, NIL, and revenue innovation across sports — the numbers behind the deals, and what they mean for the people making them.
Independent analysis on the business of sport, delivered by email. No hot takes. The numbers behind the game, the people behind the numbers — and what it all means.
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SALN Group was founded by Sara Allen. For two decades, she has brought brands, studios, sports properties, and tech giants to the same table — building the partnerships between them and the experiences that followed. Along the way, she led revenue — and the business as an operator — through to an exit to a public company. Today she leads SALN, where she’s advised founders and brands since 2023, and an investment-backed sports technology company she co-founded in 2025. A former college athlete, she works the way she always has whether she’s in the boardroom or on a practice field: creatively, relationally, and with purpose.