WE PUT THE OR IN SPORT.
Our team comes from many different backgrounds, but we all have one thing in common.
We are passionate about bringing the best of sport to the place we call home.
Jim Etzel
CEO
Jim Etzel is the Chief Executive Officer of Sport Oregon, starting in the position on Jan. 1, 2018. A Portland native with deep Oregon roots, Etzel has more than 30 years of diverse leadership experience in sports, live events, marketing, brand experiences and management. Etzel, a University of Portland graduate, has a proven track record of cultivating meaningful and fruitful partnerships, and securing major-league business as a result.
In just over six years at Sport Oregon, Etzel has indelibly changed the dynamic and scope of the organization’s work, stewarding a new era of success and influence for the state’s leading sports advocate. Importantly, Etzel has positioned Sport Oregon – the state’s non-profit sports economic development conduit – as a critical catalyst for recovery and future economic growth. Through his work at Sport Oregon, Etzel and the organization have instilled a dynamic, ambitious and nimble approach to attracting new and broad-based events to Oregon, promoting community-wide involvement and working tirelessly to harness the power of sport for the state’s overall benefit and enhanced quality of life.
During Etzel’s tenure as the organization’s CEO, Sport Oregon has leveraged its standing as the state’s leading sports connector to attract a rising number of significant events to the state of Oregon. Through a growing network of meaningful partnerships and relationships, Sport Oregon has played an important role in securing a host of marquee events for the state, including the 2030 NCAA Women’s Final Four and IRONMAN 70.3 Oregon, and in a support role for events that put Oregon on the world stage, like the World Athletics Championships Oregon 22.
Sport Oregon also has played a critical role in the revitalization of a once-underutilized sporting asset in the city – Portland International Raceway. Through its partnership with Green Savoree Racing Promotions, Sport Oregon has helped PIR become the only track in the world to host three major circuit races, including the NASCAR Xfinity Series, INDYCAR and Formula E.
Under Etzel’s leadership, the organization has established a highly successful flagship initiative from the ground up. In just two years, the organization’s SHE FLIES initiative has blossomed into an enterprising and impactful program that has engaged community partners, Sport Oregon members, corporate partners and community donors like no other in the organization’s history. With a mission of keeping girls in the game, empowering women’s coaches and promoting fitness for life, SHE FLIES continues to grow and expand its important work to connect girls and women to sports participation and communities in Oregon. SHE FLIES also serves as a critical funding resource for many like-minded organizations already doing great work in the community, as the initiative increased its Community Grant program in 2023 by awarding $125,000 in grants to eight deserving organizations, thanks largely to the generous support of Alaska Airlines.
Since 2018, Sport Oregon has realized exponential growth in all phases of its operation, more than doubling its annual revenue as a result. In addition to a complete rebrand of the organization and the development of new offices near Providence Park, Sport Oregon has doubled the size of its board of directors, tripled the size of its staff and developed the organization’s first fundraising programs. Additionally, the organization has built its young professionals board to more than 40 members and greatly enhanced its impact and influence statewide through the development of its external affairs team.
As a result of its work, Sport Oregon was honored by Travel Portland as the recipient of the prestigious 2022 Portland Award, which recognizes the greatest overall contribution to Portland’s visitor industry.
Prior to joining Sport Oregon, Etzel was the founder and CEO of the ETZEL Agency, a national brand experience and live event agency originally established as SportsOne. Over his 23 years with the ETZEL Agency, he managed all facets of the agency and built a national reputation with an expansive roster of top-level clients, including the College Football Playoff (CFP), ESPN, Nike, adidas, Major League Soccer, USA Today/Gannett, Sodexo and TrackTown USA among others.
Etzel is a University of Portland Pamplin School of Business Significant Seventy-Five esteemed alumni honoree and is on its dean’s leadership council. He serves as a Port of Portland International Air Service Executive Committee member and sits on the board of directors for Travel Portland and the Portland Metro Chamber as well as the leadership councils for Partners in Diversity and the Positive Coaching Alliance.
Jim and his wife, Carmen, reside in Portland with their dog, Sporty. They enjoy an active Oregon lifestyle, including working out, hiking, golfing, skiing and attending sporting and community events.
Matt Reed
COO
Matt joined Sport Oregon in January 2020 as Director of Sports Tourism, where he leads the competitive bid process for hosted events, and manages tourism relationships throughout the state to support those events.
In May 2023, he was promoted to chief operating officer (COO) for the organization.
In his new role, Reed will continue to oversee its sports tourism efforts while managing the organization’s departmental staff and all aspects of its day-to-day operations.
Reed has worked in sports tourism since 2012, focusing on attracting world-class collegiate, professional and grassroots sporting events, and working with local partners to make these events successful. In his time with Sport Oregon, he has played a critical role in creating more opportunities and elevating Portland and the state of Oregon as a leading location for top sporting events.
Prior to joining Sport Oregon, Reed served as the national sports sales manager for Team San Jose from 2014-19. He was the sports sales manager for the Valley Forge Convention and Visitors Bureau before joining Team San Jose, an economic development organization and the official convention and visitors bureau for San Jose, Calif.
Originally from Emporium, Pa., Reed earned a bachelor’s degree in communication arts & sciences from Penn State University and went on to earn a master’s degree in sport & recreation management from Temple University.
Matt and his wife, Laura, reside in Beaverton with their son, Ben, and daughter, Joey.
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Kristin Spear
Director of Partnerships
Kristin joined Sport Oregon in April 2023, working with members to help drive economic development through partnerships. Spear has over 20 years of experience working with businesses to create effective marketing partnerships and is excited to bring her passion for sports and community to Sport Oregon. Kristin studied at the University of Portland and played basketball while earning her undergraduate and graduate degrees.
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Jenn Dooher
Director of Sports Tourism
Jenn joined Sport Oregon in October 2022 as the Sports Tourism Development Manager after a short hiatus from the workforce to spend time at home raising her son, Brady.
In June 2023, she was promoted to Director of Sports Tourism, where she leads the competitive bid process for Portland-hosted events, and manages tourism relationships throughout the city.
Born and raised in Newport, Oregon, Jenn was recruited away to the University of Nevada, Reno where she competed for the Wolfpack women’s Track & Field team. Upon graduation Jenn returned to her Oregon roots and has since worked for some of Oregon’s most well-known organizations from Tillamook Cheese to her most recent role with the Portland Timbers and Thorns FC. Her passion for the state of Oregon combined with her natural love for athletics made the move to Sport Oregon a natural segue.
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Natasha Reyes
Sports Tourism Service Manager
Natasha joined Sport Oregon in June 2023 as the Sports Tourism Services Manager. Reyes came from the NCAA where she worked on event management and communications in the president’s office. Originally from El Paso, Texas, Natasha first came to Oregon for her undergrad from the University of Oregon. At U.O., Natasha was heavily involved with the athletic department and Warsaw Sports Marketing Center.
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Anita Moreno
Member Services Manager
Anita joined Sport Oregon in June 2023 to cultivate relationships between Sport Oregon members and assist with overall day-to-day workflow. A graduate of the University of Portland Pamplin School of Business, Anita also worked with the marketing, social media, and broadcast teams for the Pilot Athletic Association. Moreno previously worked for the Portland Timbers and Thorns FC as a Game Day Presentation team member. In addition to sports, Anita’s passions include travel and outdoor adventure.
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Kira Swinth
Events Manager
Kira joined Sport Oregon in July 2024 to lead the planning and execution of all Sport Oregon events. Born and raised in Portland, Kira later moved to Vancouver, Canada to attend the University of British Columbia. She completed her degree in the sociology of sport and conducted research on the experiences of fan communities. Most recently, Kira worked for the athletics department at the University of British Columbia, where she led community engagement initiatives and events.
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Doug Duncan
Brand Marketing Manager
Doug joined Sport Oregon in September 2024 as the Brand Marketing Manager. Before joining Sport Oregon, Doug developed expertise in experiential marketing and brand strategy through roles at Etzel Agency and Game Seven Marketing. His expertise lies in the sports industry where he has brought brands to life through activations and storytelling.
Originally from Vancouver, Washington, Doug attended the University of Oregon, where he cultivated his passion for marketing and branding. With a commitment to active lifestyles and community engagement, he thrives on creating innovative campaigns that connect people to the power of sports.
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Nathan Nayman
External Affairs
Nathan joined Sport Oregon in September 2021 after moving to Portland in 2018. A longtime resident of the San Francisco Bay Area, he has had an extensive career building coalitions and advocating for legislative, regulatory, corporate, community, and industry initiatives. He most recently served as a strategic community engagement advisor to the Portland Diamond Project — the management group seeking to bring a major league baseball team to Portland.
As a certified mediator from the Harvard School of Public Health in conflict resolution, his successes in forging diverse public-private coalitions are based upon building solid consensus around shared goals. With appointments by then-Mayor and now-Governor Gavin Newsom and former California Governor Jerry Brown, he has served on the Board of Directors and Public Policy Committee of the California Workforce Development Board and Jefferson Awards Foundation Students in Action. He has also served on the board of the John Burton Advocates for Youth — a statewide non-profit organization working to improve the quality of life for foster, former foster, and homeless youth. He has served on the Port of San Francisco Waterfront Land Use Planning group charged with setting forth land use and urban design policies for piers, shorelines, and nearby lands under the jurisdiction of the Port Commission.
Nathan lives in SW Portland with his wife, Carol, and their dog, Rosie. Their son Andrew is a singer/songwriter and performer residing in San Francisco.
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