Empowering Effective Business Communication and Shattering Barriers in a Male-Dominated Industry
Angelina Lawton, Founder of Sportsdigita, reflects on the transformative impact of purposeful storytelling and innovation, and shares valuable advice for aspiring female entrepreneurs
Angelina Lawton is an entrepreneur and founder of Sportsdigita, a sports technology company that works with over 500 brands around the world, delivering immersive, trackable presentations through its cutting-edge DIGIDECK platform.
Angelina's professional career in the sports industry started with the NHL's Tampa Bay Lightning where she served as the SVP, Corporate Communications. During her time with the Lightning, she witnessed the need for a better way for teams to tell their story effectively when pitching six- and seven-figure deals to marquee brands.
DIGIDECK started as a presentation platform for sports teams and has evolved into a leading revenue enablement platform that helps organizations across all industries and verticals reach their audience with dynamic and immersive presentations and content.
Angelina was named one of Forbes's "Top 30 Most Powerful Women in Sports" and has been profiled in other outlets, such as Fortune, Entrepreneur, and Inc. Magazine. Sports Business Journal also named her to the 2020 Class of Game Changers, representing the highest achievement for women in sports business and technology.
The Continuum recently sat down with Angelina to discuss the inspiration for her business, what it’s like to be a woman in a male-dominated industry, and the eight pieces of simple advice she has for women entrepreneurs.
Everybody wants to work in sports. Can you tell us how you got your first job in the industry?
I got my start in sports with the NHL’s Tampa Bay Lightning, where I served as the SVP Corporate Communications and was in charge of virtually anything with our Lightning logo on it. My previous experience out of college in the financial services industry (I like to call these my “Wall Street Years”) prepared me to navigate this male-dominated, highly competitive industry with confidence.
What inspired you to create Sportsdigita and the DIGIDECK platform?
When I was with the Tampa Bay Lightning, I quickly recognized a major gap in how teams presented their stories. At the time, we relied on outdated PowerPoints and PDFs to pitch high-stakes sponsorship deals—tools that simply didn’t do justice to the excitement and impact of our brand. Seeing this inefficiency firsthand sparked the idea for Sportsdigita, a solution designed to revolutionize the way sports organizations engage, pitch, and win business.
I designed the DIGIDECK platform to be the dynamic, engaging, and visually compelling way to tell a story and showcase the full potential of the six- and seven-figure deals we were pitching. DIGIDECK started as a presentation platform, but it has grown to much more than that. Today, it’s a revenue enablement platform that helps businesses in any market and of any size increase revenue, improve collaboration, and consistently bring their best self to the table.
“That was the key—everyone wants to work in sports, but having connections that understand the business makes all the difference.”
Can you give us a little more information about what the DIGIDECK platform does and how you expanded it outside of sports?
DIGIDECK essentially improves upon the presentation experience and brings it to the next level with customized content and immersive slides that put audiences right in the action. With our strong track record in sports helping teams captivate sponsors and fans, it was only natural for DIGIDECK to expand outside of sports, helping any brand in any industry tell a meaningful story. Today, we serve some of the biggest global companies, including Cargill and Visa, along with iconic sports teams like the New York Yankees.
You’ve grown Sportsdigita into a powerhouse serving over 600 global brands, including the New York Yankees and Los Angeles Lakers. What strategies did you use early on to build such an impressive client roster?
I surrounded myself with people who had huge networks and extensive industry experience. That was the key—everyone wants to work in sports, but having connections that understand the business makes all the difference.
“Bringing development in-house was a game changer for us—it gave us the ability to be agile, iterate quickly, and truly own our product.”
Building a business in the tech space often involves a lot of trial and error. Were there any “test and learn” moments as you grew the company and evolved the DIGIDECK platform?
Absolutely! There were so many learning moments along the way. One of the biggest was around development. I should have built my own in-house development team from the start.
Early on, we outsourced our technology development to third-party firms, and it was a nightmare. We lacked control, things moved slowly, and we couldn’t innovate the way we wanted. Bringing development in-house was a game changer for us—it gave us the ability to be agile, iterate quickly, and truly own our product.
I’ve always been a big believer in building the plane while flying it, and DIGIDECK was no exception. We tested, iterated, listened to our customers, and evolved as we went. That willingness to adapt is what has kept us ahead.
Innovation is clearly at the heart of your business. How do you balance innovation with maintaining the core values and vision of your company?
For me, innovation and core values aren’t separate—they go hand in hand. Our vision has always been to help brands tell their stories in the most impactful way possible, and innovation is just the way we continue to make that vision stronger.
What keeps us grounded is listening to our customers. Their needs drive our roadmap, and that ensures that every innovation we introduce is purposeful, not just change for the sake of change. We also have a culture of constant learning and adaptation, so while we stay true to our mission, we’re always looking for ways to do things better.
“What keeps us grounded is listening to our customers. Their needs drive our roadmap, and that ensures that every innovation we introduce is purposeful, not just change for the sake of change.”
The sports industry is known for its rapid technological advancements. How do you stay ahead of the curve and ensure Sportsdigita continues to offer cutting-edge solutions for brands?
Our partners drive our roadmap—they are the ones we serve, and their feedback is everything. The best way to stay ahead is to stay deeply connected to the industry, and we do that by constantly engaging with our clients, understanding their challenges, and innovating based on what they actually need.
Beyond that, we keep a pulse on where technology is heading, not just in sports but across all industries. We’re always looking at emerging trends in digital storytelling, AI, and automation to see how they can enhance what we offer.
Staying ahead means never getting too comfortable. We’re always evolving, pushing forward, and looking for ways to create game-changing solutions for our partners.
It’s no secret the sports industry is primarily male-dominated. Can you tell us about your experience working in this field as a woman? Are there any challenges you’ve had to overcome along the way?
While it’s true that the sports industry has traditionally been male-dominated, I’ve always seen this as an opportunity rather than a challenge. Being a woman in this field allows you to stand out. If you’re smart, confident, and know your stuff, you can break through any barriers. The key is to own your expertise and be unapologetically yourself. People notice when you do that, which gives you a unique advantage in making an impact and driving change. Ultimately, it’s about proving that skill, knowledge, and leadership aren’t defined by gender.
“The best way to stay ahead is to stay deeply connected to the industry, and we do that by constantly engaging with our clients, understanding their challenges, and innovating based on what they actually need.”
You’ve been an advocate for helping other women succeed in male-dominated fields. Before we go, could you share some advice for young women looking to break
I keep a list of advice for female entrepreneurs! Here are my eight tips:
● Be a problem solver
● Have a sense of urgency
● Don't be afraid of technology
● Surround yourself with people who are smarter than you
● Don't apologize
● Be bold: "No comfort zone allowed"
● Find your niche: "Don't chase two rabbits"
● Prioritize your curb appeal: "Keep your social channels & resume up-to-date"
February 11, 2025
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