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Richards Partnership Marketing provides sports, entertainment, and cause partnership consulting. By aligning with the sports people love, the entertainment they crave, and the causes they champion, 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, cost him tens of thousands of dollars, and 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 Motel 6, Choctaw Casinos & Resorts, and Go RVing.

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

Taylor Smiley: Principal

There is a certain expectation when you meet someone whose last name is Smiley. It’s an expectation Taylor embraces (with a smile) and applies to his work.

As co-leader of Richards Partnership Marketing, Taylor spends his time playing matchmaker, aligning brands with sports, entertainment, and cause partners. Among the clients with whom he has worked are adidas, the College Football Playoff, and The Salvation Army.

Taylor began his career at the National Basketball Association, activating NBA corporate partnerships and conducting NBA Cares projects in Brazil, China, and South Africa. He then headed south to launch ELEVATE New Orleans, a nonprofit after-school program that still operates daily. Before joining The Richards Group, Taylor managed Verizon Wireless’s NFL partnership at Genesco Sports Enterprises.

Taylor is a proud University of Richmond Spider and shares the Smiley name with his wife, Jenny, and their children, Clara and Paul.