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  • Writer's pictureDan Rossetti


Boulder, CO (April 15, 2024) – 5430 Alliance, the premier NIL Collective supporting all University of Colorado student-athletes, announced today the appointment of its new Executive Director, seasoned sales, sports, and entertainment professional, Natalie Sharp. Having seen substantial success in leadership roles with Sports Business Journal, Dimensional Innovations, ASM Global, and more, Sharp is poised to make a significant impact as the Executive Director of 5430 Alliance, leveraging her extensive network and expertise to drive revenue growth, foster meaningful partnerships, and increase impactful NIL opportunities for Buffs student-athletes.

“This marks an incredibly exciting time for CU Athletics, where we are witnessing a transformative period filled with innovation and unparalleled dedication to our student-athletes,” said Sharp. “At CU, we pride ourselves in building greatness. It’s a privilege to be part of a community that not only values athletic prowess but also prioritizes the holistic development and well-being of our student-athletes. Together with our talented team, we are poised to reinvigorate a winning culture while competing for championships across all CU athletics. 5430 Alliance is more than just an organization: it’s a force for positive change in the world of sports. I am thrilled to lead this charge alongside the best minds in the business, as we assist in shaping what it means to be a student-athlete at CU.”

Sharp has over 20 years of experience in business development, sales, and strategic planning. During her tenure at Sports Business Journal, Sharp’s exceptional work ethic earned her the prestigious American City Eagle Award for surpassing revenue targets by more than 10%. Her exemplary sales efforts were further acknowledged with the Ovation Award at NBCUniversal as well. In her role as Vice President of Commercial Partnerships at ASM Global, Sharp successfully managed a multi-million-dollar commercial partnership portfolio, but her expertise extends beyond sales; she has also demonstrated proficiency in event and project management throughout her career. Her ability to manage complex timetables and implement top-level hospitality experiences for her clients at prestigious events such as the Super Bowl, GRAMMYs, Masters, and Final Four speaks volumes about her organizational skills and attention to detail. Sharp’s active involvement in DE&I initiatives and volunteer work at the Food Bank of the Rockies reflects her commitment to social responsibility and community engagement, qualities that position her for great success and a substantial impact on NIL at CU.

As Executive Director, Sharp will lead 5430 Alliance’s strategic vision and will drive the collective’s fundraising initiatives, membership growth, events, and corporate partnership opportunities, all while fostering impactful relationships that will connect CU student-athletes with the Boulder community and Buffs fanbase. She will also be managing the collective’s onsite team, the relationship with the CU athletic department, and the collective’s external communications.

Sharp joins the 5430 Alliance team that will lead and develop NIL opportunities for Buffs student-athletes for all 17 CU sports. For more information about ways to get involved with the collective, Sharp can be reached at


5430 Alliance is the premiere Name, Image, and Likeness (NIL) collective supporting 350-plus student-athletes at the University of Colorado. Supporters, fans, and alumni who support 5430 Alliance are pledging to maximize opportunities for student-athletes to build their brands and engage with the community. There are various ways to get involved, including corporate partnerships, memberships, and charitable contributions. 5430 Alliance is powered by parent company Blueprint Sports. For more information about NIL partnerships with Buffs student-athletes, visit

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