Amanda Larder serves as the Chief Operating Officer and President of the Sports and Entertainment Group at Tony Fay Public Relations.
Over the past decade, Larder has become a recognized leader in designing and executing complex operational plans for national mega-events. She has been instrumental in the College Football Playoff National Championship since its inception, and served on host committees for two Super Bowls, the 2014 NCAA Men’s Final Four, and the 2012 Republican National Convention. While embedded with Fiur Productions, she managed professionals for six Arthur Ashe Kids’ Day events at the U.S. Open and contributed to the production of two Davis Cups hosted in the United States.
At Tony Fay PR, Larder leads strategy for sports and entertainment partners, oversees business development, and manages daily operations, including guiding a high-performing team, executing strategic initiatives, and directing human resources. She also spearheads key projects, including: conceptualizing and producing Troy Aikman’s Highway to Henryetta Music Festival, benefitting his hometown high school; facilitating the partnership between Sports Business Journal and the Dallas Sports Commission for the inaugural Best Sports Business Cities launch and edition; and developing innovative collaborations between sports and nonprofit organizations.
Prior to joining Tony Fay PR, Larder served as Vice President of RD Operations and Business Development at United Way of Metropolitan Dallas (UWMD). During her tenure, she oversaw events, volunteer engagement, and sponsorships, playing a critical role in two of the organization’s most high-profile events. For UWMD’s 90th Anniversary, she partnered with PepsiCo/Frito-Lay leadership to produce a star-studded concert at AT&T Stadium featuring Blake Shelton and Usher, attended by more than 25,000 people. She also led the planning of a Dallas Cowboys Super Bowl XXVII 25th Anniversary Reunion, a landmark fundraising event that helped Pro Football Hall of Famer Troy Aikman achieve a record-breaking $61 million campaign as UWMD Volunteer Fundraising Chair.
A graduate of Florida State University with a bachelor’s degree in business administration and human resources, Amanda lives in Central Florida with her husband, Bill, and their two daughters.