Angelina Lawton is the founder of Sportsdigita a media platform empowering teams to present dynamically from sponsorship to partnerships and everyday pitches with DIGIDECK. Today it’s used by nearly half of all professional teams in the five major U.S. sports leagues. Angelina Lawton opens up about her journey as a pioneering female in the sport and tech industry.
“I saw firsthand how outdated tools like PDFs and PowerPoints were falling short in truly showcasing the impact and value teams could offer,” she says.
Find out more about Angelina Lawton’s story.
What inspired you to start Sportsdigita?
After my time with the NHL’s Tampa Bay Lightning as SVP of Corporate Communications, I recognized a significant gap in how professional sports teams presented their stories—especially when it came to securing high-value sponsorships. I saw firsthand how outdated tools like PDFs and PowerPoints were falling short in truly showcasing the impact and value teams could offer. There had to be a better way.
In 2011, I took a leap of faith and founded Sportsdigita with the mission to create a more dynamic, effective solution for the sports industry. That vision led to the creation of DIGIDECK, which quickly gained traction and revolutionized how teams and brands communicate. Today, DIGIDECK powers nearly 50% of all pro teams across the five major U.S. sports leagues (NHL, MLS, NBA, MLB, NFL) and is trusted by enterprise brands like Visa and UnitedHealth Group.
What is the bravest thing you’ve done professionally?
One of the bravest things I’ve done in my career was going on FOX News Channel for a sports interview. I had prepared extensively based on the questions they provided a week in advance—only to have them completely change the day of the interview. It was a moment where I had to trust my instincts, lean on my expertise, and stay composed under pressure. It taught me the importance of adaptability and confidence, especially in high-stakes situations.
What is a non-negotiable in your routine that keeps you focused?
To stay focused and productive, I rely heavily on two things: my to-do list and my workouts. My to-do list keeps me organized and ensures I stay ahead of key priorities, while my workouts are a critical reset—both physically and mentally. No matter how busy things get, I make time for both because they keep me sharp, disciplined, and ready to tackle whatever comes next.
What has been your biggest challenge while on this journey?
One of the biggest challenges I’ve faced is trying to buy my competitor for years—with no luck. It’s been a long process with many ups and downs, but it’s also been an invaluable learning experience in strategy, negotiation, and persistence. Sometimes, the timing just isn’t right, but that doesn’t mean the opportunity is off the table forever. It has reinforced my belief that resilience and patience are just as important as ambition in business
What advice would you give to other female entrepreneurs?
I keep a list of advice for female entrepreneurs! Here are my eight tips:
- Be a problem solver
- Have a sense of urgency
- Don’t be afraid of technology
- Surround yourself with people who are smarter than you
- Don’t apologize
- Be bold: “No comfort zone allowed”
- Find your niche: “Don’t chase two rabbits”
- Prioritize your curb appeal: “Keep your social channels & resume up-to-date”
How do you define success?
Success is about making a lasting impact, growing both personally and professionally, and empowering others along the way.
What is the next project or goal you would like to work on?
Become the President of a professional sports team.
What is your favorite book or podcast?
Calm Down with Erin and Charissa Podcast.
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