About ARISTA SPORTS PARTNERS
The Athlete's Trusted Advisor
Arista Sports Partners was founded on a simple belief: athletes deserve a trusted, independent advocate who sits on their side of the table and has only their best interests in mind.
We serve as a retained strategic business advisor, helping athletes evaluate opportunities, align their many stakeholders, navigate complexity, and build enduring value beyond sport. Our role is not to replace an athlete's existing team. Instead, we help bring those advisors together around a clear vision and strategy that reflects the athlete's goals, priorities, and long-term aspirations.
We are compensated for our service, not transactions. We don't earn commissions on endorsement deals, investments, or partnerships. Our success is measured by helping athletes clarify their personal goals outside of the arena, and helping to guide them through thoughtful decisions that create meaningful impact throughout their careers and beyond.
Whether an athlete is exploring brand partnerships, launching a business, building a foundation, creating media ventures, or preparing for life after competition, Arista provides independent guidance rooted in trust, objectivity, and long-term thinking.
About Traci McMurray
Founder & Principal Advisor
Traci McMurray founded Arista Sports Partners after nearly two decades experience advising talent, leaders, brands and organizations through periods of growth, transition, and transformation.
Throughout her career, Traci has worked at the intersection of celebrity talent, business strategy, brand partnerships, media production and career development. She has advised A-List celebrities and Fortune 500 executives, built talent development programs, led large-scale transformation initiatives, and helped individuals navigate complex decisions that shape careers and long-term success.
That experience revealed a common challenge: talented people often have access to many experts, but not always to trusted advisors who can help them see the bigger picture and ensure their teams are aligned.
Arista Sports Partners was created to fill that role for athletes.
Traci helps athletes evaluate opportunities, coordinate advisors, clarify priorities, and build sustainable structures that extend beyond their playing careers.
Her approach is grounded in partnership, objectivity, and advocacy. She believes athletes deserve an independent voice in their court. Someone focused not on a transaction, but on helping them make the best decisions for themselves, their families, and their future.
Based in Chicago, Traci works with professional athletes, emerging talent, and athlete entrepreneurs who are committed to building careers, businesses, and legacies on their own terms.