Turnkey Intelligence (TI) is thrilled to announce the hiring of Matt Petersen to the newly created position of Vice President of Sponsorship Measurement. Petersen joins Turnkey’s growing sponsorship insights team, and will report to TI President Haynes Hendrickson.

headshot-mp-webPrior to joining Turnkey, Matt Petersen was Vice President of Client Leadership at ESP Properties (formerly IEG, LLC), responsible for sponsorship consulting, valuation, measurement and third party sales representation.

With more than two decades of experience in consumer marketing and advertising with Fortune 500 companies including Delta Airlines, ExxonMobil, McDonald’s and Office Depot, as well as the U.S. Army, Petersen brings to Turnkey Intelligence an impressive track record in strategic planning, new business development and creative problem solving.

“Matt is a significant addition to our sponsorship insights team,” said Haynes Hendrickson, President of Turnkey Intelligence. “He has exceptional experience working with both properties and brands, and is completely committed to Turnkey’s mission to provide objective sponsorship insights to our industry. Matt has a stellar reputation as an industry leader across brands and properties.”

A graduate of Lake Forest College, Petersen will be based in Chicago, IL, where he currently resides with his wife and two children.


Turnkey Sports & Entertainment is the holding company that owns and operates Turnkey Search, the industry’s leading executive search firm, and also Turnkey Intelligence, the industry’s leading consumer intelligence firm.

Turnkey Intelligence is the creator of the Audience Portal, the sports and entertainment industry’s online data and analytics hub. Over 220 clients utilize the Portal to sell and market smarter. TI is also home to a custom research department that has conducted and analyzed more than 500 studies for sports and entertainment’s top leagues, properties, brands and events.

Turnkey Search has been an industry leader since 1996, with a legacy of more than 1,000 executive search placements. Our success and differentiation is grounded in actual, hands-on operating experience in college sports (Gene DeFilippo) and professional sports and entertainment (Len Perna), supported by an experienced and diverse team of recruiters (led by Carolyne Savini and others) with unmatched subject matter expertise in sports and entertainment.

For more information, contact:

Emily Huddell
Turnkey Sports & Entertainment