By Laine Brennan, Marketing Major, UPIC Intern for the Department of Marketing, Class of 2026
Nearly a decade after graduating from Clemson, marketing alumna Peyton Finley still credits her time on campus for setting the foundation for a career in sports marketing and partnerships. Early in her Clemson journey, she took Professor Amanda Cooper “Coop” Fine’s Introduction to Marketing course and quickly became inspired by Coop’s background in the sports industry. That experience shaped Peyton’s career goals from the start. She went on to take every course Coop taught, eager to learn more about the business of sports and the role marketing plays in it.
One of those classes led Peyton to help lead the Tiger Paw Classic, a student-run golf tournament now in its 15th year, that provides hands-on experience in sports sales, partnerships, and event execution. At the time, she couldn’t have known that nearly ten years later she would find herself working in the golf industry. Peyton also credits relationships with faculty members like Dr. Mary Anne Raymond and Professor Carter McElveen for their continued mentorship and support. Even today, she says returning to campus feels like coming home thanks to the strong Clemson network she built during her time as a student.
Since graduating, Peyton has worked with several world-class organizations, including the Tampa Bay Buccaneers, Tampa Bay Lightning, and the nonprofit, RISE, Ross Initiative in Sports for Equality, gaining experience across multiple aspects of the sports industry. Her background in community impact initiatives, nonprofit work, event management, and traditional marketing gave her a well-rounded understanding of how sports organizations operate. Those experiences ultimately led her to partnerships, where she now focuses on helping organizations and brands collaborate to drive meaningful business results.
Today, Peyton serves as a Partnership Activation Manager with Boston Common Golf, where her days are anything but routine. She regularly works with corporate partners to ensure sponsorship elements are fulfilled, collaborates with creative and operations teams, manages activation timelines, and develops new ways to enhance both partner visibility and fan engagement. Because the league structure is still relatively new, Peyton also has the exciting opportunity to help shape how partnerships come to life. “We’re not just maintaining tradition,” she says. “We’re creating it.”
The role also allows her to continue learning. While Peyton has worked across several major sports organizations, golf is a newer professional space for her, and she’s excited to explore a sport with growing global interest. She believes that staying open-minded and approaching each opportunity with curiosity has been key throughout her career. Whether entering a new organization or working with new partners, she focuses on learning from those around her and bringing energy and positivity into every role.
For Clemson students interested in sports marketing or partnerships, Peyton emphasizes the importance of gaining real-world experience early. She encourages students to seek opportunities with Clemson Athletics, IPTAY, Clemson Ventures, or other sports organizations affiliated with the University. Just as important, she says, is building relationships intentionally and becoming known for reliability. “The sports industry is small, and trust is everything,” Peyton explains. “If you say you’ll do something, do it — accurately and on time. That reputation grows quickly and can open doors throughout your career.”
