Our Team

Sam Soni is a respected executive in the sports and entertainment industry, known for helping shape the modern landscape of premium ticketing, hospitality, and event management. With more than 30 years of leadership experience, Sam has built and scaled businesses that have redefined how fans access and experience the biggest events in sports and live entertainment. 

Throughout his career, Sam has led several high-impact ventures that transformed the event and hospitality space. He was the founder and longtime CEO of PrimeSport, where he secured partnerships with more than 150 rights holders across sports and music, including the NCAA, USTA, PGA, NFL, and NHL. Under his leadership, PrimeSport became an industry leader and was acquired by On Location Experiences, the official hospitality partner of the NFL, which was later acquired by the entertainment and media company Endeavor. Sam continued with the company as Chief Revenue Officer, playing a key role in its next phase of growth.

In 2022, Sam launched Victory Live and, alongside Clearlake Capital, acquired Ticket Evolution to establish a new end-to-end platform serving rights holders, partners, and fans. They have since acquired and merged additional businesses, including Logitix. Today, Victory Live delivers premium access and innovative event experiences across some of the world’s most high-profile events.

Philanthropy is central to Sam’s life and leadership. He and his family established the Sam Soni Family Foundation to give back to the communities that shaped them. With a focus on education, healthcare, and community enrichment, the Foundation supports organizations such as MD Anderson Cancer Center, Pace Academy, Families First, the Grady Health Foundation, and the Rose Bowl Legacy Foundation. Sam takes a personal, hands-on approach to his giving, actively investing time, resources, and leadership in causes that create lasting impact.

Sam’s influence also extends into professional sports ownership. He is a limited partner of the NBA’s Atlanta Hawks and a co-owner of the Chattanooga Lookouts, a minor league affiliate of the Cincinnati Reds. He has served on numerous boards throughout his career, including Learfield, the Atlanta Sports Council, Primesport, and Ticket Evolution.
Sam currently serves on the boards of Victory Live, the Rose Bowl Legacy Foundation, the Pace Academy Board of Trustees, the Longhorn Foundation Advisory Council, and the United Texas Circle. He is a graduate of the University of Texas and remains an active supporter of his alma mater.