TrailRunner International Names Alden Mitchell as President of TrailRunner Sports
SOUTHLAKE, Texas: TrailRunner International has announced the appointment of Alden Mitchell as President of TrailRunner Sports, its global sports advisory division, as the firm looks to accelerate growth and expand its footprint in the rapidly evolving sports industry.
Mitchell, a seasoned executive with over two decades of experience across sports, media, and technology, most recently served as Chief Operating Officer of Stanford Athletics. In her new role, she will lead TrailRunner Sports’ strategic direction, focusing on delivering advisory and communications support to a wide range of global sports stakeholders, including leagues, teams, universities, athletes, investors, and brands.
Launched in 2023, TrailRunner Sports has quickly built a strong client portfolio, working with major professional leagues in the United States and internationally, as well as collegiate conferences and ownership groups. The division, a joint venture with premium experiences company Legends, specializes in areas such as crisis and reputation management, media rights negotiations, league expansions, and high-stakes transactions.
Mitchell will work closely with Jamie Zaninovich, who will serve as Vice Chair of TrailRunner Sports, focusing on strategy and business development while continuing to advise key clients.
“Alden is exactly the kind of leader we need to take this rapidly growing platform to the next level,” said Jim Wilkinson, Founder and Executive Chairman of TrailRunner International. He noted that the global sports industry is undergoing significant transformation, driven by increased investment, evolving media landscapes, and the rapid rise of women’s sports.
Mitchell expressed enthusiasm about her new role, highlighting the opportunity to scale a “best-in-class advisory business” and deliver measurable impact for clients worldwide.
Prior to Stanford, Mitchell led Uber’s Consumer Business Development team from 2021 to 2024, where she forged strategic partnerships with major global brands such as the NFL, Live Nation, Marriott, and Instacart. Her earlier roles include leadership positions at Discovery Communications, Viacom, Time Warner, and Crunchyroll, where she drove subscriber growth and expanded global partnerships.
Since its founding in 2016, TrailRunner International has steadily expanded its global presence and diversified its client base. The appointment of Mitchell underscores the company’s commitment to strengthening leadership and capitalizing on emerging opportunities in the global sports business landscape.
