Daren Lucas

Daren Lucas has extensive experience in sports and event marketing consultancy, currently serving as President of Soulor Group since August 2014. Additional roles include being a Member of the Board of Advisors at FanIQ and former Chief Revenue Officer at BOA Nutrition, Inc. from December 2020 to August 2023. Daren held various leadership positions in business development and sales at PrimeSport, Premiere Global Sports, the International Speedway Corporation, and Daytona International Speedway. Daren's early career includes significant tenure at the University of North Carolina at Chapel Hill, where roles included Director of Ticketing. Academic credentials include a BA from the University of North Carolina at Chapel Hill, an MSA in Sports Administration from Ohio University, and participation in the Executive Program at the University of Notre Dame's Sports Management Institute.