Cassandra Calleja

Head of Membership & Client Services
ALSD International
Cassandra Calleja

Cassandra Calleja heads Client Relations & Membership at ALSD International,  leveraging over 20 years of experience in various capacities exclusively within the sports industry.

Over the years, having carved a niche for herself in the sports tech arena, her leadership led to the establishment of the ECAL North American Office in Los Angeles. She brought her insights and expertise to sports tech companies like VenueNext and EngageRM. Her client repertoire during these tenures spanned major leagues and teams, including the Australian Football League, Cricket Australia, NBA, NBL, EPL, NFL, NHL and MLS. Cassandra’s roles have encompassed business development, ticket strategy, fan and client engagement and retention, and special event planning.

In addition to managing and implementing ALSD International's membership engagement platform and strategy, and supporting ALSD (US) initiatives, Cassandra is active on social media and blogging, chronicling the nuances of premium hospitality experiences in sports. Through her published observations, she endeavours to provide a deeper insight into the niche world of sports and live entertainment. 

An alumnus of Edith Cowan University, Perth, with a Bachelor of Business in Marketing and a Masters in Sports Management, Cassandra further leveraged an opportunity to enhance her academics with study abroad at the University of South Florida, Tampa.

Cassandra further demonstrated her commitment to the sports community with her Board position with the Mediterranean Cricket League during 2020-2021, where she helmed sponsorship and marketing, as well as delivering a new social media blog/vlog centering on premium experiences in the sports industry. She continues to actively and consistently pursue opportunities to support and build her network within sports.



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