SEAT was established in 2006 by Christine Stoffel,  while she was the Vice President of Technology & Strategic Operations for the Phoenix Coyotes.

Christine collaborated alongside with 15 sport industry peers to create 2 days of collaborative discussions, case studies & panels. 10 years later, over 1400 sport & entertainment leaders meet, network & collaborate at SEAT events across the globe.

davide-jones-v3“The most intimate & engaging sports and entertainment conference-event across Europe” ~ David Jones, Vice President,Technology-AEG Europe/O2 Arena

sean-true-v3“SEAT is the ONLY Conference in the World that EVERY Professional Team in ALL 5 Major U.S. Leagues Attends” ~ Sean True, Sr Director, Club Services & Baseball Technology @ Major League Baseball

SEAT’s Brand Statement is Created & Shared Across the Industry

“SEAT  is dedicated to be the best forum for the professionals & executives in the sports & entertainment industry as the ONLY Peer-Driven Industry Conference in the World.”


Want to Learn More About SEAT?

Click on the buttons below to learn more about the origin & culture of SEAT & what it truly means to be a part of the SEAT Community.

Together, we shared a vision of bringing together industry tech leaders to collaborate & share their projects, strategies, best practices and much more.

As Technology Leaders passionate about the industry, we set forth the idea of changing the way the industry viewed technology.

For years, technology was seen as an expense. We felt passionate that technology should be seen an asset to be leveraged for revenue, fan engagement & change the “experience” in sports.

We felt compelled to change the way Technology Leaders engaged within their organizations… a mind-shift from a “techy stuck in a basement room”…. to a “strategic leader and an innovator with a voice to share strategy & vision with the organization.”

Lastly, we were determined to collapse the “silo’d departments” prevalent within sports organizations and to influence partnership through collaboration across every sport, venue and organization across the globe that we could reach.

This was our vision to accomplish together.

The SEAT Culture….

SEAT is About Life-Long Friendships - This Is A Community of Like-Minded Professionals

SEAT is about friendships family and helping each other move forward in our careers.

SEAT is about caring and a desire for your peers and their organizations to be successful..

SEAT is about being a part of something special and much bigger than what we can imagine..

SEAT San Francisco Softball Tournament
T-Mobile Arena SEAT 2016

SEAT is about life….. and our journey together..

“I have attended SEAT for 9 years and the relationships I have built over that time have been game changing in my life and in my job. SEAT is a ‘MUST-ATTEND’ event if you are a professional in the sports & entertainment industry” - Kevin Naylor, Vice President, Technology, Indiana Pacers

Technology Focused Tracks

Roundtable Discussions

Friendships. Deep Discussions. Open Collaboration.

Track 1 - CEO/CXO Strategy Leaders with Focus on Tech Innovation, Organizational Technology Strategy, Revenue & Sponsorship

Track 2 -  Collegiate Industry Leaders (USA Conference Only)

Track 3 -  CRM / Database Marketing, Loyalty & Analytics Leaders

Track 4 -  Digital Marketing, Social Media, Analytics & Mobile Leaders

Track 5 -  Venue Technology & Security Leaders

Track 6 -  Game Day Presentation Leaders (USA Conference Only)

And….. We Love New Ideas!

SEAT Roundtable discussions

“By far, if I could only attend one IT conference a year it would be SEAT. Besides the incredible locations and accommodations, the content, networking and site tours are exactly what sports and entertainment professionals are looking for to help keep themselves and their organizations ahead of the competition. I especially enjoy the separate session tracks so I can get a much wider range of exposure to different solutions and topical discussions.” – Tod Caflisch, Vice President/Chief Technical Officer, Minnesota Vikings Football

Create an agenda based on topics and discussions that peak your interest or things you want to learn.
SEAT is a conference created for you ……. by your industry peers.

SEAT Attendee Full-Access Pass gets you access to ALL tracks, sessions, roundtables, networking & special events.

We Are Continuing To Grow Our Global Community

SEAT USA Based Global Conference (Annual Growth)

In 2016, Over 25 Countries Were Represented

SEAT Annual Growth

SEAT Europe (London) Conference Annual Growth - Total Attendance

In 2016, over 10 Countries Represented


Who Attends SEAT Events?


Heads of Technology
Heads of Strategy & Innovation
Heads of Security & Venue Operations
Heads of Marketing & Innovation
Heads of Revenue
Heads of Operations
Heads of Digital Marketing
Heads of Social Media
Heads of Sponsorship & Sales
Heads of Fan Engagement & Fan Experiences
Heads of Ticket Operations
CRM & Database Marketing Professionals
Mobile Marketing Professionals

Michelle McKenna-Doyle

SEAT Brand Strengths


  • Owned and operated by a prior sports & entertainment executive, Christine leads by collaboration, transparency, openness, drive and passion.
  • Christine is a leader who understands the industry peers’ challenges, pain points and desire to transform an industry; a desire to think differently through collaboration.
  • Christine drives the business with integrity and truly listens, then translates and executes with passion.


  • SEAT is known across the industry to be the most intimate and engaging conference-event in the industry.
  • SEAT has an established reputation of fostering collaboration, sharing, thought-leadership and life-long relationships.


  • SEAT is a consortium, a community and a program which grows and changes organically as the industry leaders define what’s needed. Truly peer-driven from the roots.
SEAT San Francisco Softball Tournament
T-Mobile Arena SEAT 2016


  • SEAT is guided by “foundational principals” which are upheld with vigor by Christine Stoffel with the full support of the SEAT Community, Advisory Board and the Steering Committees.

SEAT Charter Members The Industy Peers Who Created the SEAT Vision

Aleksandar Sasha Puric

Maple Leaf Sports & Entertainment


Christine Stoffel

Then: Phoenix Coyotes, NHL

Joel McFadden

Then: Arizona Diamondbacks
Now: Fan Interactive Marketing

Rick Temple

Then: United Center
Now: MLB Advanced Media

Andy Rentmeester

Madison Square Garden


David Payne

University of Oklahoma

John Avenson

Minnesota Twins


Ron Kiepert

Milwaukee Bucks

Brandon McNulty

Then: International Speedway Corp
Now: Legends

Jim Darrow

Detroit Red Wings

Ken Logan

San Francisco Giants


Russell Scibetti

Then: Arizona State University
Now: KORE Software

Chris Dill

Then: Portland Trailblazers
Now: Venuetize

Jim Null

Ohio State University

Mark Feller

Arizona Cardinals

Join Us for Our Upcoming SEAT Events

SEAT 2017 London
April 25 & 26,2017 London UK
Twickenham Stadium

SEAT 2017 Atlanta
July 16-19,2017 Atlanta Georgia
In Partnership w/ Atlanta Braves, Atlanta Hawks, Atlanta Falcons & Georgia Tech

SEAT 2018 Seattle
(Details to Be Released Soon)

SEAT 2018 Asia Pacific
Dec 2-4, 2018 Maui, Hawaii-The Ritz-Carlton Hotel
Registration is Open, Click for details!

SEAT Global Sponsors
Our Global Sponsors are engaged in SEAT USA & SEAT Europe Events to enjoy the most immersive experience across the sports & entertainment industry!
Thank you To The SEAT 2017 Strategic Partners
Strategic partners are fully engaged in the most extensive manner through supporting our immersive global programs to empowering us to leverage their technology platforms to improve our SEAT business processes.


Sports & Entertainment Alliance in Technology

7147 E. Rancho Vista Drive, Suite C107

Scottsdale, Arizona 85251

Office: +1 (480) 359-2427

General Questions:

Sponsorship Questions:

©2011-2016 Christine Stoffel, LLC., ©2011-2016 SEAT,LLC. SEAT®, SEAT Europe®, SEAT Global Magazine®, SEAT Global TV®, Silicon Sports Accelerator®, CBR Sports Group®, iLead-SE® and Christine Stoffel® are trademarks and corporate entities owned by Christine Stoffel, LLC. Any unauthorized use of these names, or variations of these names, is a violation of state, federal, and international trademark laws.