About Us

Diamond Sports Alliance is an event management company based in Northwest Arkansas dedicated to helping colleges and universities unlock new revenue opportunities through innovative, non-competition baseball and softball events. We specialize in transforming experiences such as scrimmages, exhibitions, tournaments, chalk talks, home run derbys, first pitch luncheons, and fantasy and youth sports camps/clinics into premium, ticketed events that engage fans and deliver measurable value to athletic departments.

Through strategic ticketing, sponsorship development, and experiential activations, Diamond Sports Alliance creates meaningful connections between universities, fans, and corporate partners. Our sponsorship programs are designed to provide brands with exclusive VIP experiences, special access, in-venue visibility, social media promotion, and unique meet-and-greet and promotional opportunities with student-athletes.

By leveraging the influence and reach of student-athletes in alignment with university policies, we amplify event awareness and sponsor exposure while enhancing the overall fan experience. Our mission is to maximize the commercial potential of athletic programs beyond game day—delivering turnkey solutions that generate revenue, elevate engagement, and create memorable experiences for all stakeholders.

Meet the Team

The team behind Diamond Sports Alliance brings a strong legal foundation and a shared passion for collegiate athletics, combining their backgrounds in law with innovative event strategy to create revenue-generating baseball and softball experiences for universities and fans.

President

Brandon Lacy

Brandon is a founding member of the Diamond Sports Alliance team. He earned his Juris Doctor with honors from the William H. Bowen School of Law at the University of Arkansas at Little Rock in 2003, where he served as Survey and Comments Editor for the University of Arkansas at Little Rock Law Review.

At Diamond Sports Alliance, Brandon focuses on helping athletic programs maximize their commercial potential beyond game day by developing turnkey event solutions that generate revenue, enhance fan engagement, and create memorable experiences for universities, partners, and supporters.

Outside of his professional work, Brandon enjoys spending time with his family, hunting, fishing, attending his children’s sporting events, and supporting Razorback athletics.

Vice President/Secretary

Megan Henry

Megan Henry is a valued member of the Diamond Sports Alliance team, bringing a strong legal background and a passion for collegiate athletics and event development.

Megan has practiced as a personal injury attorney for more than 15 years. She earned her Juris Doctor from the University of Arkansas School of Law in Fayetteville, and her legal training and strategic perspective contribute to Diamond Sports Alliance’s mission of developing innovative partnerships between universities, fans, and corporate sponsors.

Outside of her professional work, Megan enjoys spending time with her family and supporting Razorback athletics.