BASE Sports Group Tabs Danielle Lafferty as Director of Operator Development

BASE Sports Group has announced the addition of Danielle Lafferty as its new director of operator development to work with event and facility operators and strengthen relationships, optimize experiences and ensure successful activation of brand partnerships across youth sports.

BASE Sports Group offers youth sports properties a low-risk opportunity to have their sponsorable assets presented to top brands locally, regionally and nationally.

Most recently, Lafferty served as the director of championships and event operations at the NJCAA, where she oversaw the planning and execution of 56 national championship events annually, managing everything from bid processes to event operations and sponsorship activations.

Lafferty is a former Division I softball player for Elon University. Following her playing career, she planted roots in Charlotte, where she earned her MBA from Pfeiffer University and went on to serve the institution in multiple roles over a decade, including as director of athletics from 2018–2022. Before that role, she served as graduate assistant softball coach, assistant AD for compliance and game management and senior woman administrator.