President & Chief Executive Officer, Genesco Sports Enterprises
A founding partner of Genesco Sports Enterprises, Inc. in 1994, Tatum began his sports career at Advantage International in 1988. At Advantage, he served as a marketing representative for securing corporate sponsorships of sports events and properties as well as endorsements for Advantage’s athlete/celebrity clientele. Following Advantage, Tatum joined Stringer Marketing Group, where his responsibilities included managing the marketing and endorsement relationships for numerous celebrity clients including Dan Marino as well as the management of corporate client sports programs for Anheuser-Busch, Pizza Hut and Zubaz Activewear. In 1992, Tatum joined Tracy-Locke/DDB Needham advertising agency in Dallas and was responsible for creating the agency’s internal sports division to service the sports marketing needs of all of the agency’s clients.
In 1994, Tatum left TLP/DDB Needham to form Genesco Sports Enterprises, Inc. (“GSE”) as a full-service sports marketing consulting firm that specializes in exclusively representing corporate clients. For over a quarter-century, GSE has created unique Sports Marketing Strategies and Innovative Sales Solutions for many of the world’s best known brands - including PepsiCo, Pepsi-Cola, Frito-Lay, Anheuser-Busch, Coors Brewing Company, MasterCard, Visa, American Airlines, Motorola, Verizon, T-Mobile, Campbell’s Soup Company, Hard Rock International, Advance Auto Parts, and SiriusXM among others. Tatum’s responsibilities include overseeing all top-to-top client relationships, strategy development for all corporate clients, major property negotiations/consultation and marketing activation programs.
Tatum is a member of the SMU Athletic Forum Board of Directors, SMU Doak Walker Award Board of Directors, as well as a member of the SMU John G. Tower Center for Political Studies Board of Directors. Tatum is a 2-time recipient of the Sports Business Journal “Forty under 40 Award” recognizing the top leaders/influencers in the sports business industry. Tatum has served as a guest lecturer and expert panelist for several colleges and universities including; The University of Texas at Austin, Southern Methodist University, Oklahoma University, University of Miami and University of Houston among others. Tatum has also appeared on numerous occasions as a sports business expert on the Fox Business Network. Tatum, his wife LeeAnn and their three children reside in Dallas, Texas.