Ashley Newmark has nearly a decade of experience in sports and live events, beginning her career on the team side with the Washington Nationals, Brooklyn Nets, and New York Islanders. Throughout her time with these organizations, she held roles across new business development, ticket sales and service, group sales, and premium client services, building a strong foundation in fan engagement and customer relationship management.
In October 2023, Ashley joined On Location as Senior Manager of Guest Experience for the Paris 2024 Olympic Games, where she helped deliver exceptional hospitality experiences for clients and guests on one of the world’s largest global stages. Following the Paris Olympics, she transitioned into a partnership’s role supporting the FIFA World Cup 2026, collaborating with partners to execute world-class hospitality and event experiences. Ashley received her BA in history at the University at Buffalo and MBA from Hofstra University.
Tell us about On Location. What do you do in your role and what was your involvement int the FIFA World Cup?
For the FIFA World Cup, my day-to-day responsibilities centered on managing the sales relationship between venue partners, MLS clubs, and On Location. I joined the project in September 2024 as a Team Liaison Manager, where I led bi-weekly meetings with On Location’s venue partners to review sales performance, share updates, and align on strategies to maximize hospitality sales.
In early 2026, my role evolved to focus on relationship management and client servicing, ensuring that partners and their accounts received a seamless experience throughout the sales process. As the tournament approached, I transitioned into an operations role, working on site for all eight FIFA World Cup matches hosted in the New York/New Jersey market. In this capacity, I supported game-day execution, coordinated with stakeholders across multiple teams, and helped deliver a world-class hospitality experience for partners and guests.
How did you get to where you are today?
I graduated from the University at Buffalo in 2013 with a degree in History, but even then I knew I wanted to build a career in live events. That summer, I accepted an internship with an event planning company, where I gained hands-on experience and made connections that would shape my career. One of my fellow interns worked at Carlyle on the Green, the catering venue located at Bethpage Golf Course, and through that relationship I was offered the opportunity to become the venue’s Office Manager.
After two years in the events industry, I decided to further my education by earning my MBA in Sports and Entertainment Management from Hofstra University. That decision opened the door to my first role in professional sports as an Inside Sales Representative with the Washington Nationals.
Early in my career, I quickly realized how interconnected the sports industry is and how valuable relationships can be. I made a point to stay connected with colleagues and industry professionals from my time in New York and have never been hesitant to reach out, expand my network, or send a LinkedIn connection request. Those relationships have proven invaluable throughout my career, leading to opportunities to work on some of the world’s biggest sporting events, including the Olympic Games and FIFA tournaments. My journey has reinforced that while hard work and dedication are essential, the relationships you build along the way can open doors you never imagined.
What was your educational background and how did it influence your career path?
I graduated from the University at Buffalo with a bachelor’s degree in History. During my four years at UB, I was convinced I was going to become a history teacher. Every woman in my family is a teacher, so I always assumed I would follow the same path.
It wasn’t until after graduation that I realized teaching wasn’t the right fit for me. Instead, I discovered a passion for the live events industry. At the time, it was intimidating to admit that my future was uncertain and that I was changing directions. Looking back, I realize that uncertainty wasn’t something to fear, it was an opportunity. Not having every step of your career planned out is okay. Your path will evolve as you gain new experiences, meet new people, and discover what truly excites you.
Were there any organizations, clubs or internships that you were involved in during college that helped?
I was fortunate to intern at the Buffalo History Museum (formerly the Buffalo and Erie County Historical Society) during the spring of 2013. That experience was a turning point in my career. It showed me that earning a degree in History did not mean my only career path was becoming a teacher. Through the internship, I discovered the many opportunities available in museums, cultural institutions, and event-based organizations. More importantly, it helped me realize that my passion was in creating experiences and working behind the scenes to bring events to life. That realization ultimately set me on the path toward a career in live events, sports, and entertainment. Sometimes I often think I may end up back in the museum world, it is a true passion of mine.
Looking back, what, if anything, do you wish you would have known when you were just starting out?
One piece of advice I wish someone had shared with me is that graduating from college does not mean your entire life or career is already mapped out. It’s easy to feel like you need to have everything figured out, but your career will likely take unexpected turns similar to the way mine did. You have more control over your path than you may realize. Be open to new opportunities, trust the process, and don’t be afraid to change direction if something excites you.
I would also emphasize the importance of internships and volunteering while you’re in college. Those experiences allow you to explore different industries, build meaningful relationships, and discover what you enjoy. Take advantage of every opportunity because you never know which internship, volunteer role, or connection could shape the rest of your career.
What advice do you have for anyone that would want to pursue a career in sports or entertainment event management?
NETWORK! The industry is small and it is important to start identifying professionals in roles that may interest you. No employee is too big or too small, try reaching out via linkedIn or email.
Does On Location offer any internships or have any entry level openings that you know about?
On Location does not offer any internships, but we do have entry level openings available. I would recommend checking out the On Location LinkedIn page for any job openings.
If a UB student wanted to talk with you, what is the best way to reach you?
I am always happy to chat with any UB students or alumni, I can be reached on LinkedIn Ashley Newmark, MBA | LinkedIn.
Find more alumni to learn about their career path and get advice on Connect-a-Bull, UB’s alumni-student networking platform.
