Lara Beth Seager

Lara Beth Seager is a leader in sports philanthropy and entertainment branding, serving as CEO of the Luka Dončić Foundation, where she directs initiatives focused on empowering young people through play, creativity, and wellness. In addition to her foundation work, Seager is the chief brand officer and business manager for NBA player Luka Dončić, overseeing strategic brand development and public engagement. Seager also co-founded and leads 77X, a sports marketing and creative studio, contributing to the intersection of sports, entertainment, and social impact.

Seager's career includes collaborations and event production for major occasions such as the Super Bowl, Academy Awards, Golden Globes, Grammys, Cannes Lions, Sundance Film Festival, and SXSW. She founded Lara Beth Entertainment Consultancy, a firm known for producing experiences at these events. Her client roster includes Google, Instagram, Apple, Pepsi, Anheuser Busch, Spotify, Microsoft, and the National Football League, highlighting her expertise in entertainment industry brand strategy and event management.

Seager's professional background features roles supporting athletes, including managing special projects for Dirk Nowitzki and his foundation, and producing events for NSYNC early in her career. Her work in creating connections between brands and audiences, along with her public speaking and leadership at industry festivals and conferences, positions her as an advocate for youth empowerment and creative leadership in sports and entertainment.