Lara Beth Seager

Chief Brand Officer and Business Manager for Luka Dončić

Chief Executive Officer, 77X

Chief Executive Officer, Luka Dončić Foundation

Lara Beth Seager has more than 25 years of experience driving brand management, business strategy, experiential marketing and content execution for some of the world’s most widely recognizable and influential athletes, celebrities and organizations.

As Chief Brand Officer and Business Manager for Los Angeles Lakers star Luka Dončić, and as Chief Executive Officer of 77X, a sports marketing and creative studio she co-founded with Dončić, Seager has been instrumental in steering his off-court successes. She leads the strategy and execution of Dončić’s brand management, partnerships, content creation and business ventures, including his Jordan Brand apparel and shoe lines, as well as partnerships with Gatorade, Panini and others. With 77X, Seager manages a team of creatives, producers and business professionals to drive marketing, creative, and strategy for a variety of projects including creating original content, branded entertainment, and athlete-creator collaborations.

The founder of LARA BETH Entertainment Consultancy, a sports and entertainment branding and event production company, Seager has provided services including brand strategy, experiential marketing, event planning and event design to numerous high-profile organizations and individuals, including the NFL, the Dallas Cowboys, Jerry Jones, Mike Modano, Bon Jovi, Justin Timberlake, Apple, Spotify, EA Sports, Under Armour, Bud Light, Vanity Fair, and Victoria’s Secret. Seager has worked on events such as Super Bowl parties, Rock and Roll and Pro Football Hall of Fame inductions, fashion shows, Oscars parties, and myriad philanthropic events.