Meet Alex

Founded by Alexandra Shumway - a lifelong Bostonian, former Division 1 athlete, and working mom of three athletes (including one former collegiate soccer player) - Lexicon Sports Collective is rooted in a deep love a sport and a belief in its power to move people in a way that no other medium can.

From the emotion of a last-minute win to the unseen discipline that shapes elite competitors, Alex is drawn to the stories behind the athletes, the culture off the field and inside the locker room, and the way that the teams come together as one.  She's always had a soft spot for the underdog: the club that surprises everyone, the challenger brand ready to disrupt the marketplace, and the organization willing to bet on instinct and belief.

Professionally, Alex brings years of experience across the sales, agency, and client sides of advertising and media, building impactful sponsorship programs and high-value brand partnerships at both local and nation levels. She understands what brands need to justify investments, both large and small, and what sports properties need to grow sustainably and remain competitive.

At the core of Lexicon is a belief in relationships: not transactional ones, but meaningful, long-term partnerships that grow stronger and benefit everyone involved. By bridging teams, leagues and brands, Lexicon creates strategic partnerships that unlock revenue, expand audiences, and helps sports properties always punch above their weight.

What if I fall?

Oh, but my darling, what if you fly?