In 2019, the Texas Rangers were playing their final season in beloved Globe Life Park while gearing up to unveil Globe Life Field, a sparkling new ballpark designed for the next generation of fans. This exciting chapter sparked the beginning of a brand evolution—one that needed to connect with a younger, more diverse audience while staying true to the club’s 50-year legacy. It was a delicate journey, requiring careful steps to earn the right to move forward.
At MASB Spring Summit, Mar. 20-21 at SMU Cox School of Business, Travis Dillon, SVP Marketing for the baseball club, will present “Deriving Value from Sports Marketing’s Rapid Change,” sharing learnings and stories of how he and the team navigated this challenging yet rewarding path toward shaping the future of the Texas Rangers’ brand and the positive impacts it has had on their business.
Dillon joined the Texas Rangers as Vice President, Marketing in September 2018 and was promoted to Senior Vice President, Marketing in January 2023. He leads the marketing team responsible for brand and creative strategy, fan insights, media buying, social media, influencer marketing, digital marketing, content, brand identity/design, multicultural marketing, experiential/event marketing, fan engagement and fan growth.
He joined the Rangers after 13 years with The Marketing Arm where he was a Senior Vice President on the AT&T account responsible for managing and activating their portfolio of sponsorship properties domestically and abroad. Prior to his time at TMA, he worked at TracyLocke, Jack Morton and Ogilvy where he was on the account service teams for Pepsi, Taco Bell, Chevrolet, General Motors, Mattel, FedEx and Visa. Dillon started his career at Country Music Television where he was a Special Projects Manager responsible for planning and executing experiential marketing events across the country.
To participate in MASB Spring Summit 2025, request an invitation from [email protected].