ELEVATE YOUR FAN EXPERIENCE
Founded in 2025 by Todd Humphrey, Highmark Sports Group helps teams raise the bar on fan experience, revenue, and innovation.
Drawing on 25+ years of leadership in sports, technology, and startups — including the launch of the Seattle Kraken — Todd created Highmark to help organizations achieve their highest mark yet.
RETAIL & COMMERCE OPTIMIZATION
How much revenue are long lines costing you every game?
Our Fan Experience Advisory service helps teams unlock more revenue by evaluating and redesigning retail and concessions end-to-end. From smarter store layouts and optimized product mix to staff training, service standards, and technology upgrades, we address every layer of the fan commerce experience.
We work side by side with your team to align operations, design spaces that invite fans to buy, and introduce best practices that elevate both speed and service. The result: shorter lines, higher per-cap spending, and a retail environment that feels seamless, efficient, and built for today’s fan expectations.
Testimonials
Todd was one of the true pioneers developing our Arena, the Kraken brand, and this $3 billion enterprise. I am forever grateful for the role he played and know his future will be filled with other big successes.
Tod Leiweke
CEO Seattle Kraken
Todd has been an invaluable partner to the PWHL. His work on the launch of the Seattle Torrent and his thoughtful counsel to the league have already made a significant impact. He brings strategic insight, a collaborative spirit, a positive outlook to each task and challenge and a genuine belief in the power of women’s sports.
Amy Scheer
EVP Business Operations, PWHL
Todd is a leader who elevates every project and every person around him. His innovation, discipline, and relentless follow-through didn’t just bring big ideas to life — they helped us surpass revenue targets year after year. He makes organizations stronger and better, full stop.
Jay Deutsch
CEO & Co-Founder, BDA
Todd has been a deeply engaged and passionate member of the Seattle Sports Commission, and his love for this city shows up in everything he does. He’s been a powerful advocate for Seattle’s rise on the global stage, helping position our community as a premier host for the world’s biggest sporting events.
Beth Knox
CEO, Seattle Sports Commission
FAN JOURNEY OPTIMIZATION
Where are your fans hitting friction instead of having fun?
Our Fan Journey Optimization service parking to post-game, we map every step of the fan journey, identify friction points, and redesign experiences that are seamless, engaging, and memorable.
Our approach looks at everything fans touch – entry, concessions, retail, mobile, seating, and in-game activations – through the lens of ease and delight.
By eliminating barriers and amplifying moments of joy, we help teams create a connected experience that not only satisfies fans in the moment but also builds long-term loyalty and higher lifetime value.
REVENUE & PARTNERSHIP ACTIVATION
Do your partners feel truly connected to fans, or are activations falling flat?
Our Revenue and Partnership Advisory service helps transform sponsorships and partnerships into true revenue engines by building activations that connect with fans in real time.
From dynamic in-venue integrations to personalized digital tie-ins, we design programs that capture attention in the moment and extend far beyond game day.
Our focus is on creating authentic brand connections that fans actually value, while providing teams and partners with measurable outcomes – higher renewal rates, stronger engagement, and tangible revenue growth.
NEXT-GEN GAME DAY INNOVATION
If you could reimagine game day tomorrow, what would you fix first?
Our Game Day Innovation service help teams imagine and deliver the “game day of the future” – an experience that feels bigger, bolder, and more connected than ever.
From creating immersive in-arena moments to designing dynamic partner activations and guiding the role of your mobile app, we focus on bringing energy and excitement to every touchpoint.
Our approach helps teams test new ideas, introduce fresh concepts with confidence, and deliver unforgettable experiences that keep fans talking long after the final whistle
Results That Speak for Themselves
Highmark combines proven leadership and measurable outcomes — helping sports organizations across North America elevate performance and profitability.
20%
Increase in per-fan retail revenue
30%
Faster concession service times
15%
Year-over-year partnership renewals
4M+
Fans reached through reimagined experiences
Let’s Elevate
Your Game Day
Whether you’re optimizing today or building for tomorrow, Highmark helps sports organizations achieve their highest mark yet.