About

Leading with vision

Jonathan Lowe is a marketing executive and innovator, with over 20 years of experience overseeing marketing, media buying, brand and business development, digital media, event production and promotional merchandise for some of the world’s most iconic sports teams, live events and venues.

Prior to founding Spark & Sway in December 2020, Lowe served as CMO of the LA Auto Show. Before joining the LA Auto Show, Lowe enjoyed an 18-year run with AEG, the world’s leading sports and live entertainment company. Lowe held several senior level positions during his tenure at AEG, including Senior Vice-President of Marketing and Senior Vice-President, Business Development and Brand Strategy for the LA Kings/AEG Sports.

In his role of SVP Business Development and Brand Strategy, beginning in 2016, Lowe focused on introducing innovative technologies, strategic partnerships and successfully launching new business units / joint ventures for the LA Kings designed to grow non-traditional revenue while expanding brand and audience growth. Lowe also assumed control of the team’s merchandise efforts with a goal of making its merchandise a powerful tool to grow the team’s brand. Additional key responsibilities for Lowe involved building and cultivating an Advisory Board of the area’s top tech, entertainment and business minds, as well as negotiating media rights deals and managing civic relationships. Lowe also led the organization in key areas of the team’s multicultural growth strategy.

Lowe’s deep understanding of digital media and marketing originally brought him to AEG in 2002 through his work on AEG Presents’ successful Celine Dion in Las Vegas residency, A New Day. Lowe joined AEG to help create the company’s first in-house digital media division. Branching out from the Celine Dion show, Lowe quickly became involved in creating digital campaigns for AEG’s music tours and concert Pay-Per-Views including Beyonce, KISS, and Prince, before transitioning into the sports division of the company.

Over the years, Lowe held several senior marketing titles within AEG, including Senior Vice-President of Marketing, and he became widely recognized as a marketing leader and innovator. At different points, Lowe was responsible for overseeing creative, branding, advertising/media buying, game presentation, premium item development, event production as well as digital and social media departments across multiple professional sports teams and events. Lowe oversaw marketing for key properties, including the LA Kings, the LA Galaxy soccer team of Major League Soccer, the Amgen Tour of California cycling race and strategic consulting for AEG’s European sports teams.

Lowe also led multi-faceted campaigns for many high-profile sporting events and family shows at Dignity Health Sports Park (formerly StubHub Center) as well as STAPLES Center. He led marketing for AEG’s Sports Division during many of the company’s most iconic sporting moments, including the LA Kings’ franchise-record 297 game home sell-out streak at STAPLES Center, the first two Stanley Cup Championships in franchise history, two MLS Cup Championships with the LA Galaxy and two outdoor NHL games, including Dodger Stadium, which was played in front of 54,099 fans, and Levi’s Stadium, home of the San Francisco 49’ers. Lowe also played a pivotal role in both the bid process and marketing for the 2017 NHL All Star Game in Los Angeles.

With the LA Kings, Lowe launched several ground-breaking firsts involving Twitter, augmented reality, blockchain, Pandora and digital broadcasting. The team’s marketing campaigns and digital initiatives under Lowe received recognition in major media outlets, including the Los Angeles Times, Los Angeles Daily News, ESPN.com, Sports Illustrated.com, Fox Business, Forbes.com, Inc.com, Complex.com, Fast Company.com, Yahoo! Sports, The Athletic, Bleacher Report,Los Angeles Business Journal, and more.

Lowe is often a speaker at business forums on marketing, digital innovation and brand development. Some of his speaking highlights include being a two-time panelist at SXSW, along with many other events throughout the U.S.. Also, under his marketing leadership, the LA Kings have been the recipient of multiple industry awards including a Clio Award and two Promax BDA awards. In 2015, the LA Kings earned the Sports Business Journal’s coveted Team of the Year Award with Lowe playing an influential role in the team’s collective success.

Lowe currently serves as an Adjunct Professor at the University of San Francisco’s Graduate Program in Sports Management. Additionally, he serves on the Advisory Board of the LA Kings, CONTRA-TIEMPO, a non-profit dance company as well as the Argyle Executive Forum CMO Advisory Board.

Lowe enjoys balancing his career with spending meaningful family time with his wife AnaMaria and their two young sons, Sidney and Luca, at their home in Mar Vista. He is also an avid classic car and fitness enthusiast.

Jonathan’s work Featured in

Jonathan’s work
Featured in

Contact

Reach us Directly

3025 Airport Ave
Hangar D
Santa Monica, CA 90405

Or fill in your
information and we
will connect with
you shortly