About Brian Eaton
Brian Eaton is a 20-year veteran of the sports industry and currently oversees USAA’s NFL sponsorship. In this role, he lead’s the Fortune 200’s strategy to elevate awareness and positive opinion of USAA among military members by creating league-wide strategies and activations that engage the military, educate fans, and encourage military appreciation. Through his leadership, USAA and the league initiated the annual Salute to Service (STS) Campaign, involving all 32 teams interacting with military units and donning military emblems on their uniforms during November. He has helped USAA set three records for new membership applications, raised the company’s awareness by eight basis points each of the past two seasons, set a Nielsen database record for brand recall and likeability for his NFL advertising, and generated more than 2.4 billion positive impressions for USAA in the past 12 months.
Prior to a year in consulting for the NSCA, Brian was with Vancouver 2010 where he served as General Manager for the Vancouver Olympic Centre. As VANOC prepared to finish and occupy the $82M VOC, Brian was charged with negotiating the venue use agreement, overseeing operation of the venue for 14 months leading up to the Games, and solving the venue’s $800K operating deficit. He also oversaw VANOC’s emergency preparedness planning with the City of Vancouver and hosted volunteer training for more than 10,000 Games volunteers. He is a veteran of five Olympic Games – he previously worked for NBC in Atlanta 1996, served as a press attaché in Sydney 2000 and Athens 2004, and was the Olympic News Service Supervisor at Deer Valley for aerials, moguls and slalom in Salt Lake 2002.
Brian joined VANOC from Anheuser-Busch where he served as the company’s primary sports PR strategist, as well as overseeing event management and promotions supporting the world’s two best selling beer brands and the world’s second largest sports marketing program. His oversaw PR strategies and publicity for Budweiser’s global & digital marketing and major sports sponsorships, including the NFL and Super Bowl, NHL, NBA, MLB, MLS, Olympics, NASCAR and drivers Dale Earnhardt Jr. and Kasey Kahne. On the brand side, he directed PR for Anheuser-Busch’s largest corporate initiatives, including Super Bowl Advertising, The Here’s to the Heroes Tour, Bud.TV, the 75th Anniversary of the Repeal of Prohibition, and the launch of Budweiser American Ale.
He has eight years experience in Olympic, IF and National Governing Body event management, public relations, marketing and management. He spent two years as Communications Director for USA Gymnastics where he managed the sport’s communications, promotional events, and 42-city post-Olympic Tour. Prior to Gymnastics, Brian spent six years as Marketing & Media Relations Director and interim Executive Director of U.S. Synchronized Swimming, managing national and international events, international relations, media communications and sponsorship solicitation and servicing. Previous work includes four years of newspaper reporting, serving in the front office of two minor league hockey teams, two years as a college SID, and contract consumer research for the NCAA.
Brian remains active in support of the Olympics, serving as President of the U.S. Synchronized Swimming Foundation, and a former Vice President of Marketing on the Board of Directors of U.S. Synchronized Swimming. He is a contributing author to graduate texts in sport promotions and sales management. He is also an NBA league-certified statistician and spent five years as lead statistician for the Indiana Pacers, and is an off-ice official for the NHL and AHL, serving three years as a goal judge and penalty timekeeper for the St. Louis Blues. Brian earned his MS in Sport & Leisure Commerce at Memphis and his BA in Journalism from Oklahoma. He is married to Lori, a 2012 U.S. Olympic Team assistant coach and a nine-time U.S. National Team Coach. They have two children, Jake (7) and Isla (5).