To grow the sponsorship industry and provide inspiration and information to help sponsorship marketers thrive.

Advisory Board

Amber Burda

Executive Director of Sponsorship, Business & Corporate Development

Marques Jackson

Senior Director Corporate Partnerships & Media, Miami Dolphins & Hard Rock Stadium

Gina Scott

VP, Group Licensing | Partner Services


Paula Beadle

Founder & CEO

Paula Beadle is a partnership marketing thought leader and sponsorship industry trailblazer. Over her illustrious 30+ year career in sports, entertainment and life-style events Paula has been recognized as a transformative leader who drives growth, creates innovative strategies and builds high performing teams. She is well-regarded for her business tenacity and ability to inspire, motivate and create meaningful change. She is a mentor with a style that energizes and empowers individuals and organizations to thrive.

Paula is the Founder & CEO of Caravel, a national consulting company specializing in strategic sponsorship and partnership marketing. Caravel develops winning strategies, fosters bold ideas, increases revenue and creatively connects the right partners. Paula’s reputation as a results-driven leader stems from success buying and selling a range of diverse sponsorships, including securing multi-million-dollar naming rights partnerships, forging renown purpose driven partnerships, and a track record for developing long-term signature partnerships with iconic events and global brands.

Paula is also the Founder & CEO of the Sponsorship Marketing Association. Paula is a visionary leader and an avid champion of the industry. She founded SMA to strengthen, unify and advocate for the industry’s continued growth. Paula is on a mission to help marketers master the art and science of sponsorship.

Paula is a sought-after speaker, a Mentor for Women in Sports & Entertainment (WISE) and serves the Red Cross, Seattle Sports Commission and Washington Fairs and Events Association.

Lauren Leeman

Director of Memberships & Partnerships

Lauren Leeman is a membership and business development leader with a background in the association and nonprofit fields. With 15 years of experience, Lauren espouses a relationship-first membership ethos and develops innovative partnerships integrating business needs and social impact goals. Lauren has partnered with Fortune 500 companies on six-and seven-figure sponsorships and donations for causes including child welfare reform, STEM education, workforce diversity, and veterans’ aid.

As the Director of Memberships and Partnerships, Lauren leads SMA’s membership recruitment and retention efforts and collaborates with Caravel on its social impact work. Lauren is passionate about SMA’s capacity to make the industry’s work more sustainable, scalable, and impactful.

Lauren is an accomplished keynote speaker on issues impacting foster youth, has testified before the Colorado Senate, and has served on a Colorado Supreme Court Judicial Committee on child welfare. Based in Denver, Lauren enjoys hiking, reading, and spending time with her family and pets on the weekends.

Shannon Loys

Graphic Designer

Working collaboratively and responsively with her clients–who’ve ranged from national consulting firms to small, family-owned businesses–Shannon excels at translating ideas into powerful visual messaging. She brings over 13 years of design experience, in print, web, and identity work of all sorts.

Questions about SMA Membership?