TruNorth & Wheelhouse Present: The Business of Sports: Where Culture Meets the Court
Growing Audiences Through Sports-Driven Culture
NBA All-Star Weekend is about more than basketball, it’s where culture, commerce, and influence converge.
On February 13, TruNorth, in partnership with Wheelhouse and Brent Montgomery, will host a curated group of senior brand leaders for an invite-only evening to explore the power of sports, culture and influence on modern brand performance.
The Business of Sports: Where Culture Meets the Court
Hosted inside a private West Hollywood property, this is not just a conference. This is an intentionally curated experience for the people shaping how sports, media, and brands show up in culture.
If you’re thinking about:
How brands earn their place in sports culture
Where athlete-led storytelling is headed next
How culture, creators, and commerce are colliding in real time
…this is a room worth being in.
If you are:
A CMO or senior marketer who believes sports is no longer just a sponsorship line item, it’s identity, credibility, and cultural capital.
…this is where you belong.
What to expect:
Former NBA stars who understand how influence extends well beyond the court.
Culture-defining brands sharing how relevance — not reach — drives growth.
Omar Bailey, legendary footwear designer to the stars, featuring his new book and hosting a live sneaker auction rooted in story, craft, and community.
Elevated hospitality and off-stage conversations you can’t find in breakout rooms.
Brent and the Wheelhouse team spend their time at the intersection of talent, media, and ownership. At TruNorth, we focus on creating experiences where that intersection becomes tangible, through conversation, access, and real cultural moments.
If you are not a brand-side marketer or do not fall into the approved attendee categories, you may still be able to participate as a sponsor. For sponsorship opportunities, please contact Jeff Fortmann at [email protected].