TRAILRUNNER INTERNATIONAL has announced the appointment of Alden Mitchell as president of TrailRunner Sports, the firm’s global sports advisory division. Mitchell, most recently the chief operating officer of Stanford Athletics, will lead the continued growth and expansion of the business.
Established in 2023, TrailRunner Sports provides strategic advisory and communications support to clients across the sports industry, including leagues, teams, conferences, educational institutions, ownership groups, athletes, investors and brands. Since its launch, the division has experienced rapid growth and built a diverse client base spanning major professional leagues in the United States and internationally, as well as universities, collegiate conferences and team owners, according to the company.
Mitchell will join a growing leadership group within the division, working closely with Jamie Zaninovich, who will serve as vice chair of TrailRunner Sports.
A seasoned executive, Mitchell brings extensive experience across the sports, media and technology sectors. Over the course of her career, she has held senior roles at several global organisations, including Uber, Discovery Communications, Viacom and Time Warner.
Most recently, as chief operating officer at Stanford Athletics, she oversaw a wide range of functions including capital projects, external relations, facilities and operations, finance, human resources and revenue-generating initiatives. During her tenure, she was also appointed interim athletics director, guiding the organisation through a key period of competitive and commercial progress while strengthening partnerships, expanding fundraising and improving financial and operational performance.
Prior to her role at Stanford, Mitchell led the Consumer Business Development team at Uber between 2021 and 2024. In that position, she expanded the company’s portfolio of high-impact consumer initiatives and developed strategic partnerships with leading organisations such as the National Football League, Live Nation, Marriott International and Instacart, creating new revenue opportunities and driving business growth.
Earlier in her career, Mitchell served as senior vice president of distribution at Pac-12 Networks, where she developed significant expertise in the collegiate athletics landscape. She also held the role of head of global partnerships and content strategy at Crunchyroll, the anime-focused streaming platform, where she helped drive subscriber growth and expand the company’s commercial opportunities.
TrailRunner International founder and chairman Jim Wilkinson said, “The business of sports is more exciting, complex, and consequential than ever before. Alden is exactly the kind of leader we need to take this rapidly growing platform to the next level. Sports is now a major global asset class. Ownership is shifting, capital is pouring in, college athletics is being remade, women’s sports is accelerating, and media and technology are changing the way fans connect to the games they love. Alden has the experience, passion, and competitive drive to capitalize on these tremendous opportunities and help our clients win.”
Mitchell expressed, “I am beyond excited to be joining TrailRunner Sports. TrailRunner has built something special, a team that understands both the business and the heartbeat of sports and is determined to go above and beyond for clients and each other. The sports landscape is evolving rapidly, and the opportunity to scale a best-in-class advisory business that delivers measurable impact for clients around the world is incredibly energizing. I can’t wait to partner with Jamie and this outstanding team and get to work.”
