Global Networker Exclusive Interview: Shaping the Future of Sports PR with Stacey Richman

In the fast-paced world of sports media, few figures are redefining the game quite like Stacey Richman, Head of Communications for DAZN North America and Team Whistle. As the leading global sports streaming platform, DAZN is revolutionizing the way fans connect with sports. Paired with Team Whistle’s dynamic approach to social content, Richman is spearheading a bold new chapter in sports PR—one that thrives on creativity, strategic partnerships, and cultural resonance.

In this exclusive interview, we explore Richman’s journey from entertainment to the forefront of sports media, her vision for the future of public relations in a digital world, and her deep commitment to mentorship and community impact. Discover how Stacey is not only shaping brand narratives but also inspiring the next generation of PR professionals.

1. Tell us about your role at DAZN.

I serve as Head of Communications for DAZN North America and Team Whistle. DAZN is the world’s largest global sports streaming platform, while Team Whistle—its social content division—produces original titles at the intersection of sports and culture. My role involves shaping and leading our narrative across North America, ensuring our story is clearly communicated and consistently amplified in the media. I manage all press relations and collaborate closely with key publications to keep DAZN and its initiatives top-of-mind, driving impactful coverage and elevating our industry presence. I also lead communications for Team Whistle, which sits at the forefront of sports-meets-culture storytelling. This summer, I’m leading U.S. communication efforts around one of the biggest global sports events—the FIFA Club World Cup.

2. What brought you to sports media?

With a background in entertainment, I was drawn to sports media by the incredible opportunity to build a more connected ecosystem—where media companies partner strategically with creators, serve as authentic bridges between brands and athletes, and help athletes grow their personal brands through original content that reveals who they truly are.

3. What does the future of sports PR look like?

The future lies in true symbiosis between traditional and new media. Both are essential to a strong brand strategy, but what’s often missing is the connective tissue—the intentional integration that respects each medium’s strengths and uses them in harmony. Take Jake and Logan Paul, for example: masters of short-form digital content who now collaborate with MAX on long-form documentary storytelling. That kind of crossover is the blueprint.

Stacey Richman, Photo: Valerie Gere

4. How do you measure the success of a PR campaign in the digital age?

For me, the ultimate metric is cultural relevance. In today’s landscape, “good press” alone isn’t enough. Success goes beyond vanity metrics like impressions or vague “reach.” It’s about impact—how the story resonates, how it drives momentum, and how it moves both people and brands forward.

5. What role does data and analytics play in shaping PR strategies?

Data and analytics are essential to crafting powerful narratives. Their true value lies in distilling complex messages into clear, compelling, and digestible stories that resonate with broad audiences.

6. Where does giving back come into play?

I believe in supporting causes that align authentically with your values and personal brand. For me, that means showing up as a mentor and friend to young women carving their own paths. I also serve as an advisor to Dream Opportunity, an organization helping under-resourced students discover career paths they might not otherwise consider. That mission fuels my commitment to give back and pay it forward.

7. What advice would you give to aspiring PR professionals in a digital-first world?

In today’s digital-first environment, aspiring PR pros must go beyond traditional media and embrace the full spectrum of digital communication. Master the fundamentals—clear messaging, strategic thinking, and relationship-building—while developing a strong grasp of evolving digital platforms. Stay curious, stay agile, and always prioritize authenticity and trust.

8. What advice would you give to young women?

Believe in yourself and embrace your strengths. Lean into your superpowers, trust your voice, and never let naysayers derail your journey. Advocate for yourself unapologetically and stay true to the path you’re meant to follow.

Stacey Richman, Photo: Valerie Gere