For over two decades, Tracey Tague has lived at the intersection of sports, entertainment, and brand strategy. As Owner & CEO of T2 Strategic LLC, she has built a career on sponsorship development, integrated marketing, and high-value partnership deals — working with organizations like Fox Sports, Mark Cuban Companies, Linkin Park, and AT&T. More recently, that expertise has expanded into a second calling: mentorship and entrepreneurial strategy through Unapologetically Brands LLC, where she helps women build businesses with intention and confidence.
“I fell in love with this industry because it never sits still,” Tracey said. “Sports and entertainment are powered by energy, relationships, and the ability to read a room — and I’ve always thrived in that environment. Over the years, I discovered that my real superpower wasn’t just closing deals; it was connecting the right people to the right opportunities at exactly the right moment.”
That realization became the foundation for T2 Strategic. But as Tracey looked back on her career, she noticed something else: the moments that meant the most were the ones spent helping women find their footing. That conviction became Unapologetically Brands LLC.
“There wasn’t one single lightning-bolt moment — it was more of a slow, honest reckoning,” she explained. “After years of building partnerships and strategies for other people’s visions, I kept coming back to the same question: what would it look like if I applied all of this to something that was fully mine? At the same time, I kept finding myself in conversations with women who were talented, driven, and completely stuck — not because they lacked the skill, but because they lacked the roadmap and the courage to take the first step.”
Those two realizations collided and became Unapologetically Brands — less a pivot, she says, than a coming home to the work she was always meant to do.
Running two companies at once has its rewards and its challenges. “The most rewarding part is watching a connection land — seeing a brand partnership come to life that genuinely serves both sides, or watching a woman take that terrifying first step toward building her own business and realize she had the tools all along,” Tracey said. “The challenge? Honestly, it’s the juggle. It takes discipline to protect your focus when life is pulling in multiple directions.”
Her advice to other women in sponsorship, business development, or entrepreneurship in general is direct:
“Start before you feel ready — because that moment may never come. The women I’ve worked with and mentored often have everything they need except the belief that they’re allowed to begin. In sponsorship and business development, the ones who win are rarely the most polished. They’re the ones who show up consistently, build real relationships, and aren’t afraid to ask for the meeting, the deal, or the seat at the table. My advice is simple: stop waiting for permission. Your network is your net worth, your story is your brand, and the first step — however imperfect — is the one that changes everything. Take it unapologetically.”
Tracey is candid about the fact that she’s building both of her companies in real time, alongside personal challenges of her own. “I want women to know that building something of your own is hard and it is worth it — and those two things are not in conflict,” she said. “I’m in the middle of my own building process right now, balancing personal challenges, launching new work, and showing up every day even when the energy isn’t perfect. I share that not for sympathy, but because I think too many women only see other people’s highlight reels. Real success includes the messy middle. If you’re in it, keep going. And if you need a guide, a resource, or just someone who’s been in the trenches — reach out to me.”
For IAW’s newer members, Tracey’s advice is simple: come curious, come open. “Don’t just collect connections — have real conversations. The women in this community have range — different industries, different stages, different stories — and that breadth is the gift. Introduce yourself, show up to events, and be willing to both give and receive. Networking isn’t a transaction; it’s a relationship you build over time.”
Looking ahead, Tracey is continuing to grow T2 Strategic’s client roster and deepen its work in brand partnerships and sponsorship strategy, while preparing to launch Unapologetically Brands’ flagship program — a step-by-step guide to starting and growing your own business, designed for women who are ready to stop dreaming and start doing. She’s also committed to protecting her own health and balance along the way. “Taking care of myself isn’t a luxury — it’s the foundation everything else gets built on.”
As for what IAW means to her: “IAW has given me something that’s harder to find than most people realize: a community of women who actually want to see each other win. The networking and resources are valuable, but what I appreciate most is the culture — the willingness to share, guide, and challenge one another. IAW isn’t just a membership — it’s a room full of women who get it.”
Connect with Tracey:
IAW Inner Circle: https://innercircle.iawomen.com/u/3dcb4057
LinkedIn: linkedin.com/in/traceytague
Want to build a community like Tracey’s? IAW is open and waiting for women from all around the globe to join our community of professional women who want to expand their horizons just like you.
