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Richards Partnership Marketing provides sports, entertainment, and event partnership consulting. By aligning with the sports people love and the entertainment they crave, brands can reach consumers at the points where they are the most engaged. Our disciplined approach takes clients from partner identification to activation and leverages The Richards Group’s research, creative, media buying, and public relations talent and expertise.

Jeff Armstrong: Principal

Jeff has a lifelong obsession. His obsession has kept him out of work at times, made him cry like a baby and hug complete strangers. Jeff has an obsession with sports.

Fortunately, Jeff’s career has allowed him to focus his obsession on helping brands grow through sports marketing. Since joining The Richards Group in 1997, he’s led media strategy for many of our sports-centric clients including Advance Auto Parts, Patrón tequila, Russell Athletic, PGA TOUR Superstore, Gander Mountain, and FRAM filters. Now, as a principal within Richards Partnership Marketing, he has even more time to focus on his passion for sports as he leads the sponsorship strategies for clients including Choctaw Casinos & Resorts, Go RVing, Gas South, Credit One and Cache Creek Casino Resorts.

Jeff has finally gotten his obsession under control, thanks in large part to his wife, Tracy; their son, Avery; and their daughter, Ariana.