Rusty Lawrence

Initiator
DISC Type : Di

Advisory Board Chairman at Extratime

New Baltimore, Michigan, United States

Overview

Rusty is a seasoned executive with over 30 years of experience in the sports and entertainment media industry, specializing in driving growth and monetization. A former CEO and COO, he has a proven track record of unlocking organizational potential and is described by colleagues as a "tremendous leader" who "gets things done. "

Outside of his professional life, Rusty is a supportive family man. He has used his professional network to rally support for his daughters academic work, indicating a close relationship and pride in his familys achievements.

He played a pivotal role in transforming TGI Sport into a global leader after joining the companys journey back in 2005.

Personality Overview

Risk-Accepting

Friendly Challenger

Confident

They usually prefer to drive the conversation.  They don’t mind taking a stand if they believe in something. They measure a product on its merit but can be influenced by strong testimonials.

Topics They Care About

Sports AdTech
As Advisory Board Chairman at Extratime and with experience at Supponor, he is focused on real-time, contextual advertising and augmented reality ads in live sports.
Content Monetization
His role at MediaKind involves empowering content owners and sports organizations to monetize their digital footprint and diversify revenue streams.
FIFA World Cup
He recently attended Soccerex in Miami to specifically discuss hospitality and activation opportunities for the FIFA World Cup 2026 in the NYC/NJ area.

Media Appearances

Rusty has no verified media appearances

Work History

8-2025
Advisory Board Chairman at Extratime
9-2023 - 8-2025
Business Development at MediaKind
7-2023 - 10-2024
Business Development at Supponor
10-2022
Advisory Board Member at Siteline Productions Inc.
10-2022 - 9-2025
Advisory Board Member at iNCUBRAN

Education

Rusty has no verified education history

More Information

Social Presence :

Prographics :

Exp : 42 Location : New Baltimore, Michigan, United States Job Level : N/A Designation : Advisory Board Chairman at Extratime
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Insights For Selling To Rusty

During A Call Or A Meeting

DO's

  • Refer to testimonials from well known people to highlight the value of your product
  • Acknowledge their status and position during the conversation
  • Clearly address the competitive aspects

DONT's

  • Don't be unorganized, be prepared for the pitch
  • Avoid focusing only on the product or its ROI, keep building trust subtly
  • Don’t be very informal even if they are being so themselves

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Rusty is

  • Confidence in the product’s value is critical, followed by relationship and a sense of achievement.
  • Will you ever get a clear answer from Rusty

  • They will not hesitate to say no if they do not develop conviction.

Insights For Deal Planning

    How fast (or slow) will Rusty move?

  • If they develop confidence in your product and you, then they can make fast decisions.
  • Can Rusty take some risk or not?

  • If necessary, they have the ability to take risky decisions.

You And Rusty

Personality Compatibility


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