The Florida Panthers named Brian Smiley senior vice president of marketing on Sept. 25, 2026. Smiley will oversee marketing, content, creative, social media, game presentation, digital media and community relations, including the Panthers Foundation.
His responsibilities will cover Amerant Bank Arena, Baptist Health IcePlex, War Memorial Auditorium and Panthers IceDen. The appointment adds a marketing executive with 15 years of experience across sports media and music entertainment to the Florida Panthers organization.
Smiley joins Florida Panthers from Overtime
Smiley most recently served as vice president of marketing at Overtime. He led integrated marketing strategy across Overtime’s Marketing, E-Commerce, Ticketing and Public Relations teams.
He also oversaw communications strategy for media partnerships involving NBCUniversal, ESPN, NFL, NBA/WNBA, ATP and NWSL. At Overtime, Smiley led marketing for apparel partnerships with Foot Locker and nationwide product launches across 1,400 Target locations.
“Brian brings experience connecting brands with fans through content, partnerships and live experiences and we’re excited to welcome him to the Panthers family,” Panthers President of Business Operations Michael White said.
Marketing background includes Inkbox, Universal Music Group and Red Bull
Before joining the Florida Panthers, Smiley served as vice president of marketing at Inkbox. He led the brand’s omnichannel marketing strategy and managed wholesale partnerships with Walmart, Ulta/Sephora and Urban Outfitters.
Smiley previously spent three years as director of marketing at Universal Music Group. He developed national marketing campaigns for artists including Billie Eilish and managed release strategy for Walt Disney/Hollywood Records titles.
He began his marketing career at Red Bull, where he spent five years as director of culture marketing. Smiley also served as project lead for the 2016 Red Bull Music Academy in Montreal.
FSB Take
Smiley’s appointment gives the Florida Panthers a marketing leader whose experience spans sports media, consumer brands and music entertainment. His portfolio will include the organization’s content, digital media, game presentation and community relations work, as well as activity connected to four venues.
The range of responsibilities makes the role broader than a traditional marketing assignment. Smiley will oversee functions that shape how the Florida Panthers present the organization across live experiences, digital channels, partnerships and community initiatives.
Source: Original report