Building a Brand in College Sports: The #ForTheCity Story
UH Men’s Basketball rebuilt more than a local university sports program. It showed the world what Houston could be.
Join Lauren Sampson, Chief of Staff for UH Men’s Basketball, for an inside look at how the program transformed its brand, changed its perception, and built a stronger connection with the city alongside its rise on the court.
Register today to save your seat.
What You’ll Take Away
Over the last decade, UH Men’s Basketball has grown into a nationally recognized program while building the #ForTheCity identity around it.
You’ll hear:
- How a brand can change long-held perceptions
- Why consistent brand building matters during periods of growth
- How UH Basketball strengthened its connection with Houston
- Lessons marketers can apply when building or repositioning their own brands
Meet The Speaker
Lauren Sampson is Chief of Staff for UH Men’s Basketball, where she oversees program publicity and numerous team functions.
Since joining the program in 2016, she has been part of a period that includes 294 wins, nine conference championships, eight consecutive NCAA Tournament appearances and two Final Four appearances. Her background spans sports marketing, sponsorships, revenue development and operations.
What Your Day Looks Like
11:30 AM
Networking
12:00 PM
Lunch & Presentation
1:00 PM
Event concludes
Event Details
Wednesday, October 7, 2026
United Way of Greater Houston
50 Waugh Dr.
Houston, TX 77007
Free parking is available in the parking garage.
Registration
Early Bird | Through September 27
Member: $49
Non-Member: $69
Student: $32
Board Member: $35
Regular Registration | September 27 through October 7
Member: $59
Non-Member: $83
Student: $35
Board Member: $35
Walk-In | October 7
Member: $69
Non-Member: $97
Student: $35
Board Member: $49
Table of 6: $355
Go Behind the #ForTheCity Story
Spend lunch with Houston’s marketing community and hear firsthand how UH Men’s Basketball built a brand alongside one of the biggest transformations in college basketball.