About Lou Imbriano
Lou Imbriano serves as President and CEO of TrinityOne, a marketing strategy and business advisory consultancy that works with organizations to turn around their marketing efforts and increase profitability through building stronger consumer ties and a more trustworthy brand. Although TrinityOne’s specialty is in sports, its methods have been very successful with organizations outside the sports industry. Imbriano’s track record in rebuilding the business side of an organization and positioning it for extreme growth is undefeated. His techniques address short-term concerns, while ensuring long-term sustainability.
Formerly the Vice President and Chief Marketing Officer of the New England Patriots and Gillette Stadium for nine seasons and Chief Operating Officer for the New England Revolution for three seasons, Imbriano built powerful relationships that allowed the organization to achieve an increase in revenue by more than 600%.
Imbriano joined the Kraft Sports Group in 1997 to oversee the sales and marketing for the New England Patriots, New England Revolution and Foxboro Stadium. His sales and marketing leadership made the Kraft family’s sports and entertainment ventures among the highest revenue-generating entities in the country. Simultaneously, he vastly broadened the scope of marketing programs and business initiatives for the teams and stadium. In 2002, the Kraft family christened CMGI Field, later renamed Gillette Stadium, a $325 million-dollar privately financed state of the art sports and entertainment facility for which Imbriano negotiated two multi-year, multi-million dollar stadium naming rights deals. Imbriano also negotiated deals to name all three stadium entrance gates, the Fidelity Investments Clubhouse, and the parking lots around the stadium property, totaling more than one quarter billion dollars. In 2003, Lou expanded his role with the Revolution, overseeing all business aspects of the soccer team, while continuing to oversee Patriots and Gillette Stadium responsibilities. His immediate business restructure made great strides in making Revolution Soccer a healthy and viable business, as he took the team from millions of dollars in losses to a position of profitability.
Imbriano was the chief negotiator for team and stadium corporate sponsorships and oversaw all sales initiatives, marketing programs, advertising, promotions, event planning, premium services, broadcasting, and game entertainment. He created and developed many on-going endeavors for the organization including: Patriots Experience, New England Patriots Charitable Foundation Annual Golf Tournament, New England Patriots Charitable Foundation Annual Kickoff Gala, Super Bowl Revenue Capitalization Plan, New England Revolution’s Soccer Celebration, New England Revolution Center Circle season ticket program, New England Revolution Presidents Club and Netside Terrace hospitality programs, as well as Revolutionsoccer.net radio and Patriots.com radio programming. Lou also designed the blueprint to achieve the largest single game attendance in MLS history (2002 MLS Cup).
Imbriano began his career working as a sports producer for WHDH radio in Boston, where he produced all of the station’s sports talk shows and sports specials, including the broadcasting of the New England Patriots football games. After four years at WHDH, he joined WEEI as the executive producer for Boston’s only all-sports radio station. In 1994, he was promoted to station management, and was responsible for creating, formatting and developing marketing programs, on-air programming, events and station initiatives.
Imbriano has created, formatted, produced, and developed numerous successful events, broadcast programs and business entities. He created and produced Sports Jam, an interactive sports fan festival that incorporated aspects of all of the major professional sports teams in New England. Imbriano co-created and formatted The Phantom Gourmet, a food and dining television program. Lou also played an important role in creating and/or producing the WEEI Celebrity Golf Tournament, The A Team, The Hot Dog Safari, The Dee Brown Slam Dunk Tour, An Evening with Boston Super Stars, WEEI Madness, Jambalaya Crusade, Tuesday Night Football, Team 850 Racing, Ciao-Chow Bambino and a multitude of charitable events that have cumulatively raised over $7 million for deserving charities and foundations. Imbriano serves on a number of boards and charitable committees. He speaks to colleges, businesses, and organizations across the globe on topics including relationship architecture, customer service, marketing and social media. Imbriano also teaches sports marketing at his alma mater, Boston College.
Lou is the author of Winning the Customer, a business and marketing book from McGraw-Hill. He also blogs his philosophy, experience, stories, and teachings at his Relationship Architecture blog on his website.