Tonia Whatley

About Tonia Whatley

A leader at the intersection of sports tourism, community impact, and philanthropy.For more than 30 years, I’ve had the privilege of working in sports tourism, helping destinations use the power of sport to bring people together, strengthen communities, and create meaningful economic impact. From youth and amateur tournaments to collegiate and professional events, I’ve led efforts that generate millions in visitor spending while showcasing everything our region has to offer.Today, in my role as Director of Community Impact & Sports Development, I lead fundraising, donor engagement, and signature programs while developing legacy initiatives that leverage sports tourism to create meaningful community impact.Earlier in my career as Director of Sports Business Development, I worked closely with event owners, venues, and civic partners to recruit and host major sporting events. From writing bids and touring facilities to coordinating the many moving parts required to deliver successful events, I built strong relationships across the sports ecosystem and helped position our region as a premier sports destination.I’m especially passionate about advancing opportunities for women in sports and mentoring the next generation of leaders in our industry. Helping others grow, build connections, and find their path in sports tourism is one of the most rewarding parts of the work I do.

Experience

1. Director, Community Impact & Sports Development

   Greater Birmingham Convention & Visitors Bureau

   Feb 2026 — Present

   Director of Community Impact & Sports DevelopmentLead the foundation’s strategy to leverage sports as a catalyst for community engagement, economic impact, and philanthropic investment.Key responsibilities include:Strategic Leadership & Partnerships• Lead the strategy connecting sports tourism, philanthropy, and community programming to maximize the impact of major sporting events.• Build and manage strategic partnerships with sports organizations, event operators, corporate partners, and community leaders to expand community engagement and economic impact.• Promote responsible sports tourism by aligning events with community priorities, workforce development, supporting positive resident sentiment, and ensuring lasting local benefits.Legacy & Community Impact Programs• Develop and implement legacy initiatives tied to major sporting events, ensuring events leave meaningful community benefits through events and philanthropic investments.• Connect major sporting events with local engagement opportunities that strengthen community relationships and advance long-term impact.Foundation Programs & Events• Oversee signature foundation programs and events, donor engagement experiences, and membership initiatives.• Design and manage community-focused sports initiatives and leadership events.Align community impact initiatives with sports tourism strategies to support both economic development and long-term community benefit. Fundraising & Donor Engagement• Lead fundraising initiatives and donor engagement strategies to expand philanthropic partnerships and support foundation programs, sports commission and community impact initiatives.

Education

• University of Montevallo

  Bachelor Science

Skills

• Sports Marketing