Let's Bring the World Cup to Dallas #Dallas2026

Larry Kelly is the Director of Marketing and Communication for the Dallas Sports Commission.  He was born and raised in Quincy, Massachusetts and graduated from the University of New Hampshire.  A veteran of the Dallas sports scene, he joined the DSC in October 2014 after previously working with the Dallas Stars and Texas Rangers.  His favorite family vacation spot is the south coast of Maine.


Q: What does it take to achieve successful planning and execution of the events that you help market?

LK:  We are involved in more than 65 events each year and they each require different levels of marketing and communication services.  Some have minimal needs while others, like the 2017 NCAA Women's Final Four, necessitate 12-18 months of planning and execution.  It can be everything from ticket sales to grassroots marketing to media relations to social and digital marketing.  You must stay very organized and on your toes.  I enjoy the challenge of juggling several events at once as no two days in this job are ever the same!

Q: To you, what does it mean to bring events to Dallas?

LK:  It's very gratifying to hear people talk about what a great time they had in Dallas for a sporting event.  Our goal at the Sports Commission is to make every event we partner with the best event that participants and fans have ever attended.  This is not only a great city but a great sports city and our team takes pride in the hard work it takes every day to bring the events we partner with to Dallas.

Q: Can you talk a little bit about an event that you're marketing right now and how it's going?

LK:  We've already begun the process of marketing the NCAA Men's Basketball 1st & 2nd Round games that will be at the AAC in March.  I attended the Host Seminar at NCAA headquarters in Indianapolis in July and we've already held meetings with the Big 12 and the AAC marketing folks.  Marketing plans are due in September and tickets go on sale November 4.  We're coming off a great Women's Final Four and are looking forward to March Madness in 2018!

Q: Why are you passionate about what you do?

LK: Growing up in Boston, sports is such a huge part of the fabric.  As a kid, I would devour baseball box scores and would watch hockey whenever it was on TV.  My brothers and I were always outside playing wiffle ball, street hockey or shooting hoops.  My family was very sports-oriented and there was always a game on our TV or some sort of discussion at dinner revolving around sports.  That passion for sports was generational and passed down from my parents and grandparents.  I bring that passion for sports to work with me every day.

Q: You've worked for the Dallas Stars, Texas Rangers and Boston Red Sox in your career and have attended countless sporting events.  Give us your top five that you attended:

LK:  I've been fortunate to have been able to attend a lot of great events.  There's a lot more than five but here's my list:

  • June 19, 1999 – Game 6 of the Stanley Cup Finals when the Stars won the Stanley Cup
  • February 5, 2017 - Super Bowl LI, witnessing the greatest comeback ever from my hometown Patriots
  • October 25, 1986 - Game 6, 1986 World Series when the ball went through Bill Buckner's legs
  • August 22, 1989 - Nolan Ryan becoming the first player to ever strikeout 5,000
  • June 11, 1990 - Nolan Ryan throwing his 6th career no-hitter at Oakland

Favorite sport: Hockey

Favorite Dallas athletes: Nolan Ryan, Roger Staubach and Mike Modano

Did you know: Larry has the honor of having his name engraved on the Stanley Cup with the 1999 Dallas Stars championship squad