This week, Tom is joined by Charece Williams - a powerhouse in sports marketing and strategic partnerships. As the founder of Inside the Huddle and host of How the Business Is Played, Charece has built a career brokering high-impact brand deals across women’s sports and collegiate athletics. She shares her journey from student-athlete to executive roles at PepsiCo, Under Armour, and Coca-Cola, offering an insider’s view on how the business of sports is evolving. Tom and Charece delve into the rise of women’s sports, the evolving landscape of college athletics, and the expanding opportunities for athletes and brands alike. Connect: https://www.linkedin.com/in/chareceinsports/ The CUSP Show is hosted by Joe Favorito (@Joefav) and Tom Richardson (@ConvergenceTR) and produced by Karthik Iyer (@bykarthikiyer), Freddie Walker (@freddiewalks), LJ Holmgren (@LJ_Holmgren), and Danny Hagenlocher (@DhColumbiaSPS), with social media efforts led by Pragna Prasanna, Breah Banks, and Lissa Ruiz.

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