Next Play Strengthens Sports & Entertainment Leadership with Two Vice President Appointments
Next Play is pleased to welcome Cara Maloney as Vice President of Client Services and Percy Silva as Vice President of Operations within its Sports & Entertainment division. Their appointments reinforce the company’s continued investment in experienced leadership as Next Play expands its capabilities across sports, entertainment, experiential marketing, and retail.
Cara Maloney, Vice President of Client Services
Maloney brings nearly two decades of experience leading merchandise strategy, retail operations, and client service initiatives across sports, entertainment, and live events. Her career includes work supporting some of the industry’s most prominent events, including the NY Yankee, NY Jets, NY Football Giants, multiple Super Bowls, NFL Drafts, World Series, World Baseball Classic, College Football Playoff, Field of Dreams, U.S. Soccer, Professional Bull Riding, United States Bowling Congress, UFC, concerts, and more.
Throughout her career, Maloney has partnered with leading sports and entertainment organizations to develop and execute large-scale retail programs that elevate the fan experience while delivering operational excellence. Her expertise spans client services, merchandising, retail buying, inventory planning, event operations, and cross-functional execution.
With a collaborative leadership style and strategic approach, Maloney will help strengthen Next Play’s client partnerships and support the successful delivery of complex retail and experiential programs.
Percy Silva, Vice President of Operations
Silva joins Next Play with more than 30 years of experience in retail, operations, and experiential commerce. He has built and led high-performing merchandise programs across professional sports, live entertainment, global events, and venue-based experiences.
His portfolio includes work with organizations and events such as UFC, PBR, the Arizona Cardinals, Phoenix Coyotes, multiple Super Bowls, the Olympic Games, and the Ryder Cup.
Silva brings extensive expertise in retail strategy, merchandising, licensing, e-commerce, operations, and fan engagement. Throughout his career, he has helped transform retail environments into immersive brand experiences that deepen fan connections and generate meaningful commercial results.
In his new role, Silva will help advance Next Play’s operational strategy and support the continued growth of its sports, entertainment, and retail capabilities.
Together, Maloney and Silva bring considerable industry knowledge and leadership experience to Next Play’s growing Sports & Entertainment division. Their appointments position the company to further strengthen its partnerships, expand its capabilities, and deliver exceptional experiences for clients and fans.
Next Play is proud to welcome Cara and Percy to the team.