James Sparaco
San Jose,CA
Summary
Senior communications and public relations executive with more than 30 years of experience leading media relations, corporate communications, event publicity, and brand storytelling in professional sports and live entertainment. Proven success developing strategic publicity campaigns, managing executive communications, cultivating strong media relationships, and generating impactful local, national, and international media coverage. Extensive expertise supporting high-profile sporting events, concerts, community initiatives, and corporate partnerships.
Overview
32
32
years of professional experience
Work History
Director of Public Relations, Business Operations
Sharks Sports & Entertainment / San Jose Sharks / SAP Center at San Jose
San Jose, CA
12.2003 - Current
- Lead all business operations communications and media relations initiatives for Sharks Sports & Entertainment, including the San Jose Sharks, SAP Center, Sharks Foundation, and affiliated properties.
- Develop and execute comprehensive publicity strategies for major sporting events, concerts, community programs, partnerships, and corporate initiatives.
- Serve as primary media contact and on-site spokesperson for SAP Center concerts, sporting events, and marquee entertainment properties.
- Maintain and manage relationships with more than 200 local, national, and international media contacts across television, radio, print, digital, and sports business outlets.
- Coordinate press conferences, media advisories, interview opportunities, executive messaging, and crisis communication efforts.
- Partner closely with marketing and social media teams to amplify promotional campaigns, product launches, and fan engagement initiatives.
- Prepare executive leadership for media appearances through briefing materials, talking points, FAQs, and communications strategy.
- Manage departmental budgets and oversee all public relations planning and execution.
- Direct media relations efforts for the Sharks Foundation, supporting charitable initiatives contributing more than $500,000 annually to underserved communities.
- Notable Events Supported:
- NCAA Division I Men’s Basketball Tournament
- U.S. Olympic Trials – Gymnastics
- U.S. Figure Skating Championships
- SAP Open ATP Tennis Tournament
- UFC and Strikeforce MMA Events
- Professional Boxing Events
- Senior PGA TOUR Events
- Major concerts and touring entertainment productions
- Media Coverage Highlights:
- Secured extensive media exposure through outlets including USA Today, Sports Illustrated, CNN/SI, CNBC, MSNBC, 60 Minutes, San Francisco Chronicle, Mercury News, KNBR, KCBS, NBC Bay Area, KTVU, ABC7, Univision, Telemundo, and numerous regional and national publications.
Public Relations Manager
Silicon Valley Sports & Entertainment / San Jose Sharks
San Jose, CA
05.1998 - 11.2003
- Managed communications and publicity efforts for San Jose Sharks games, HP Pavilion events, concerts, family shows, and sporting events.
- Wrote and distributed press releases, media advisories, and press kits.
- Coordinated media events, news conferences, and promotional campaigns.
- Contributed editorial content and feature stories for the San Jose Sharks Game Magazine and sjsharks.com.
Marketing Manager
Silicon Valley Sports & Entertainment / San Jose Sharks
San Jose, CA
02.1995 - 05.1998
- Developed marketing and advertising plans for Sharks special events and HP Pavilion entertainment programming.
- Coordinated media sponsorships and promotional partnerships for NHL initiatives and Sharks Foundation events.
- Managed broadcast marketing copy, promotional messaging, and in-arena advertising coordination.
Event Presentation Assistant
San Jose Sharks
San Jose, CA
01.1994 - 01.1995
- Assisted in planning and execution of in-game entertainment, promotions, arena presentations, and fan engagement activities.
- Coordinated event staffing and produced departmental promotional schedules.
Education
Bachelor of Science - Communication, Spanish
Arizona State University
Tempe, AZundefined
Bellarmine College Preparatory
San Jose, CASkills
- Stakeholder engagement
- Press communication expertise
- Leadership messaging
- Strategic brand management
- Emergency communication strategies
- Event marketing strategies
- Sports & Entertainment Marketing
- Internal communications
- Community Relations
- Partnership Activation
- Press Conference Management
- Collaborative social media strategies
- Public Speaking
- Budget Management
- Strategic messaging development
Websites
BOARD LEADERSHIP & COMMUNITY INVOLVEMENT
Sharks Foundation Board, President, 2010, 2013, President, Sharks Foundation Board (2010 – 2013), Board Member, Sharks Foundation (2002 – 2010), Member, San Jose Sports Authority REACH Youth Scholarship Committee (2005 – 2015), Active Member, Rotary Club of San Jose (2017 – Present), Program Committee Member, Golf Committee Chair (2017 – 2018)
Timeline
Director of Public Relations, Business Operations
Sharks Sports & Entertainment / San Jose Sharks / SAP Center at San Jose
12.2003 - Current
Public Relations Manager
Silicon Valley Sports & Entertainment / San Jose Sharks
05.1998 - 11.2003
Marketing Manager
Silicon Valley Sports & Entertainment / San Jose Sharks
02.1995 - 05.1998
Event Presentation Assistant
San Jose Sharks
01.1994 - 01.1995
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Bellarmine College Preparatory
Bachelor of Science - Communication, Spanish
Arizona State University