Decades of Experience from Fanatics, PGA TOUR, NBA, CBS Sports
Robin Eletto, Chief People Officer; Ross Berlin, SVP, Player Relations;
Wendell Haskins, Strategic Advisor; Ken Aagaard, VP, Broadcast Technology
March 1, 2023 – (Orlando, Fla.): TMRW Sports, which is focused on building progressive approaches to sports, media, and entertainment, has announced its next wave of key hires with the additions of Robin Eletto, Chief People Officer; Ross Berlin, Senior Vice President, Player Relations; Wendell Haskins, Strategic Advisor, Social Impact & Community Relations; and Ken Aagaard, Vice President, Broadcast Technology. The announcements were made by Mike McCarley, Founder and CEO of TMRW Sports. McCarley and co-founders Tiger Woods and Rory McIlroy formed TMRW Sports and announced the company’s first project, TGL, a tech-infused, primetime golf league launching in early 2024.
“Additions of proven leaders from across the sports and entertainment industries bolsters the foundation of TMRW Sports as we continue to grow,” said McCarley. “Robin, Ross, Wendell and Ken bring a wealth of experience from their respective backgrounds with some of the most recognizable companies in sports and entertainment and each of them is already contributing to the success of TGL.”
ROBIN ELETTO – Chief People Officer: Eletto comes to TMRW Sports from Fanatics where she served as the first Chief People Officer for one of the most progressive and disruptive companies today. She led a team responsible for supporting Fanatics growth beyond e-commerce into new business ventures such as sports betting, collectibles, NFTs, retail and special events. In this role, which she held for the last seven years, Eletto developed people strategies, led HR M&A activities, increased the talent base from 2,000 to 10,000+ employees, established robust D&I and ESG programs, and grew the real estate footprint from 5 to more than 50 locations worldwide. Under her leadership, Fanatics was honored by Comparably as having one of the Best HR Teams and Best Company Cultures, and Newsweek recognized Fanatics as one of the Top 100 D&I companies to work for.
“Robin and I got to know each other over the past year, and everyone I asked about her had nothing but the utmost respect for her as a business leader and operator of businesses,” said McCarley. “She has an incredible network and has worked with some of the great brands in entertainment business. Most applicable for this stage of TMRW Sports, she played an important role on the inside of Fanatics to help the business grow to become the sports industry juggernaut that it has become today.”
At TMRW Sports, Robin will leverage three decades of executive and human resource experience to lead talent acquisition and management, diversity and inclusion, organization development, total rewards, HR operations, and culture and employee engagement strategies.
Robin’s prior experience includes Millennial Media, a leading public mobile ad tech company, where she served as EVP and Chief People Officer; Paramount Pictures, where as EVP, Global HR she helped launch Paramount TV; Disney, where she served as SVP of Global Human Resources for Disney Consumer Products; as well as high-level HR positions at Verizon companies (AOL, Netscape, NYNEX, Bell Atlantic).
ROSS BERLIN – SVP, Player Relations: Berlin’s experience in golf includes serving as the PGA TOUR’s SVP, Player Relations and as a member of the PGA TOUR Executive Committee. Previously within the golf industry, Berlin represented Michelle Wie as an agent with William Morris Agency served as Vice President, Championship Management for the PGA TOUR and Vice President, Sales and Marketing, for the World Golf Championships and the Presidents Cup; worked at Eagle International Group as Managing Director of Europe to manage organizational, sales, and hospitality projects in connection to the 1997 Ryder Cup at Valderrama Golf Club; and served as Chairman of USA Golf, the national governing body of men’s and women’s golf for golf’s return to the Olympics in 2016.
“When I asked Tiger and Rory who they would want to lead player relations for TGL, they both had one name at the top of their list — Ross,” said McCarley. “Then it was only a matter of talking him out of retirement. We’re thrilled he chose to join us. As a partner, I was fortunate to work with Ross for a decade at the PGA TOUR and was always impressed with how he conducted his business, garnering the respect of all his constituents.”
Prior to joining the golf industry, Berlin started his professional career as a lawyer at Iverson, Yoakum Papiano, & Hatch, later joining World Cup USA 1994, as SVP, Venues; ISL Marketing AG, FIFA’s exclusive marketing partner, as VP, Football; and Managing Director of World Cup ’94 Marketing International B.V.
WENDELL HASKINS – Strategic Advisor, Social Impact & Community Relations Haskins will be serving as a strategic advisor to TMRW Sports and is currently founder and CEO of The Original Tee Golf Company, an organization that strategizes, advocates and creates experiences and opportunities in golf that intentionally include people of color. Haskins will be assisting the new league with a number of key initiatives in the areas of social impact, community relations, and marketing. Haskins has spent more than twenty years providing corporations and organizations, unparalleled proficiency and proven strategies in diversity, inclusion, and marketing, which have yielded successful results in the areas of sports, entertainment, corporate social responsibility, culture, and philanthropy.
“Wendell and I began talking about what TMRW Sports could be and the broader impact that it could have on families, kids, and culture,” said McCarley. “He brings the experience and relationships to move our company forward to ensure our projects have the right social and cultural impact.”
Working as the former PGA of America’s Director of Sports and Entertainment Relations and Senior Director of Diversity and Multicultural Initiatives, he led advancements in the PGA’s inclusionary programs and initiatives. His efforts proudly spearheaded the golf industry advocating that Dr. Charles “Charlie” L. Sifford receive the Presidential Medal of Freedom from President Barack Obama in 2015, promoted Dr. Sifford’s induction into the PGA of America Hall of Fame, and was the catalyst for Lee Elder being an honorary starter at the 2021 Masters. Additionally, Haskins was the catalyst for TMRW Sports investor Steph Curry to be an ambassador for PGA Junior League.
KEN AAGAARD – VP, Broadcast Technology: Over the course of his storied career, Aagaard has worked on 21 Masters and PGA Championships, 19 Super Bowls, five World Series, a half dozen Wimbledon and French Open tennis tournaments, three Olympics Games and three World Cups. Through his company, Creative Business Techniques (CBT), Aagaard has consulted on everything from concerts, boxing and soccer to integration for the PGA TOUR, CNBC, Nickelodeon Universal Studios, Euro Disney, and MLB Network. A 14-time Emmy Award-winner, Aagaard has lent his experience to nearly every media company including ABC, CBS, CNBC, ESPN, Fox, HBO, MLB Network, MTV, NBC, and Showtime.
“When you think of broadcast technology innovation there is short list of pioneers, and that includes Ken. He has played a role in the production of nearly all of the biggest events in sports: Super Bowls, Olympics, Final Fours and Masters to name a few,” said McCarley. “We’ve been fortunate to have both his wild ideas and steady hand helping us execute on a specific vision to bring TGL to life as a media product.”
He is the co-chair of the media committee for the Las Vegas Super Bowl Organizing Committee and the founding chairman of the Sports Video Group, the Sports Broadcasting Hall of Fame, and the Sports Broadcasting Fund.