Lonny Sweet

In April of 2008, after more than a decade of Sports Marketing and event experience, Lonny Sweet launched Connect Sports & Entertainment (renamed The Connect Group), a sports marketing and event management company based in NJ/NY.  A graduate of the University of Massachusetts Sports Management department, Lonny cut his teeth working at places like the New England Patriots, Woolf Associates in Boston and the Tennis Hall of Fame in Newport, RI.   Over the next 7 years, Lonny worked at Sports Powerhouses SFX and IMG, managing the off-field endeavors (appearances, endorsements, speaking engagements, PR campaigns, etc) for some of the biggest sports personalities in the country, including Shaun Alexander (NFL MVP), Jerry Rice, Matt Light (New England Patriots), Lindsey Jacobellis (Olympic Silver Medalist – Snowboarding), Kirk Herbstreit, Chris Fowler, Lee Corso, Joe Theismann, Julie Foudy, James Brown, Dick Vitale, Herman Edwards, Jack Del Rio and Steve Mariucci to name a few. After 8 years of representing Talent, Lonny moved on to become Partner at MSL Sports & Entertainment, where he was responsible for creating, building, executing and selling sponsorships and events for a wide variety of brands and entities.   Following the shuttering of MSL’s doors in 2008, Lonny launched Connect.  Today, Connect works in the sports, entertainment and culinary industries working with the best talent, properties and brands in the world.

Throughout Lonny’s career, he has been a driving force for creating win-win-win partnerships for his clients and partner brands.  He has worked with hundreds of fortune 1000 companies including GM, Coca-Cola, Pepsi, Blackberry, AT&T, Verizon, Kraft, FedEx, Anheuser-Busch, Allstate, Ford, IBM, EA sports, Visa, MasterCard, ESPN, Subway and countless others.  A Massachusetts native, Lonny currently lives in Montclair, NJ with his wife and two daughters.