Texas Elite Spartans Tap American Airlines Executive and Veteran Sports Marketing Leader to Accelerate Club Growth
Carolyne Truelove and Larry Lundy bring executive experience spanning American Airlines, Fanatics, Disney, Nike and Adidas as the championship women's football club expands its business leadership.
DALLAS–FORT WORTH, TX | October 2026 — The Texas Elite Spartans have spent years proving what women's tackle football can be on the field. Now, the organization is building the business to match.
Texas Elite Women's Sports Group, Inc. today announced the appointments of Carolyne Truelove and Larry Lundy as Strategic Advisors, bringing decades of executive experience across global sports, fan engagement, corporate partnerships, marketing and business operations.
The appointments mark a significant step in the organization's next chapter: accelerating women's tackle football's most successful club into a commercially powerful, community-driven sports institution.
Coming off another championship season and generating more than 60 million social media views over the past 12 months, the Spartans are experiencing unprecedented audience interest. With growing national attention on women's sports, Texas Elite is investing in the executive leadership, strategic relationships and commercial infrastructure necessary to capitalize on that momentum.
Carolyne Truelove: Building a World-Class Fan Experience
Carolyne Truelove, Vice President of Customer & Operational Excellence at American Airlines and former Global Fan Experience leader at Fanatics, brings more than 25 years of experience building exceptional consumer experiences and leading complex operations.
Her career has centered on helping major consumer brands create meaningful connections with their customers, strengthen brand loyalty and deliver experiences that inspire people to return.
At Texas Elite, Truelove will help shape one of the organization's most significant opportunities: transforming a rapidly growing audience into a world-class fan experience, stronger community engagement and long-term brand loyalty.
"Women's football has the athletes, the passion and the momentum. What it deserves now is an experience worthy of them," said Truelove. "Texas Elite has already built a champion. I'm honored to help build the community, the experience and the business that will carry that legacy for generations."
Larry Lundy: Turning Championship Success Into Commercial Opportunity
Larry Lundy, Founder and President of Lundy Marketing Group (LMG), brings more than two decades of experience building high-value partnerships across sports, entertainment and global consumer brands.
Since founding LMG in 2002, Lundy has developed strategic relationships with industry leaders including Adidas, Nike, Visa and General Mills, while driving revenue-generating partnerships involving Microsoft, Topgolf and Electronic Arts.
His career includes leadership positions with The Walt Disney Company, Host Communications, Make-A-Wish and the American Heart Association. An influential voice in the Dallas–Fort Worth sports business community, Lundy also serves on multiple boards, including the Dallas All Sports Association and the University of North Texas Sports & Entertainment Advisory Board.
At Texas Elite, Lundy will focus on accelerating corporate partnerships, sponsorship revenue, brand positioning and strategic business development, helping establish the Spartans as a premier commercial property in the rapidly expanding women's sports economy.
"The business of women's sports is evolving rapidly, and the Spartans represents exactly the kind of opportunity that gets me excited," said Lundy. "You have a proven championship product, an engaged audience and a market that understands the value of sports. The opportunity now is to connect that success with the right brands, partners to build something truly special in North Texas."
Building the Business Behind the Dynasty
With a championship pedigree, an expanding digital audience and a growing footprint across Dallas–Fort Worth, the Spartans are focused on building a sustainable professional sports business through live events, corporate partnerships, investment, ticketing, media, community engagement and an elevated game-day experience.
"Championships build credibility. But building a sports institution requires an experienced team," said Odessa Jenkins, Founder and CEO of Texas Elite Spartans. "Carolyne and Larry understand how to turn passionate audiences into lasting businesses. We're not just building a better football team. We're building a sports property that this community can be proud to invest in, partner with and support for generations."
The addition of Truelove and Lundy reflects a deliberate strategy to surround one of women's football's most accomplished teams with business leaders capable of accelerating its next phase of growth.
For Texas Elite, the mission is bigger than winning another championship. It's about funding players,solidfying a sports institution in North Texas, and demonstrating the long-term commercial potential of women's tackle football.
