CNXN HAUS
Our Story
Where Sport, Culture & Commerce Converge
Where Visionaries Converge and Possibilities Expand
CNXN HAUS (Connection House) is a global advisory firm specializing in commercial growth, strategic partnerships, and market expansion across sport, entertainment, culture, and major events.
Globally connected. Culturally fluent. We help organizations unlock growth across North America, the Middle East, Europe, and emerging markets through strategy, partnerships, and execution.
In a world that is increasingly connected yet commercially fragmented, we serve as a connection engine, bringing together the right people, partners, investors, brands, rights holders, and ideas to create measurable business outcomes.
Whether advising executive leadership, embedding as fractional commercial executives, strengthening organizational capability, supporting agencies with specialized expertise, or delivering transformative fan experiences, we help organizations move from ambition to action.
We don’t just execute projects.
We create commercial momentum. Built for high-growth environments and high-stakes moments, CNXN HAUS operates where sport, culture, commerce, and investment converge, designing growth strategies that scale, partnerships that endure, and experiences that leave lasting impact.
Strategy is the blueprint.
Connection is the catalyst.
Growth is the outcome.
Welcome to CNXN HAUS.
Founded By Patricia "PJ" Jaecklein
At the heart of CNXN HAUS is Patricia "PJ" Jaecklein, a former athlete turned global sports executive with 25+ years shaping some of the industry’s most impactful events and partnerships. Her career has spanned continents and sports, from delivering the FIFA World Cup and NBA programs to driving brand strategies for Nike, Pepsi, and leading federations.
What sets PJ apart is her instinct for connection, matching the right talent with the right projects, aligning brands with the properties that elevate them, and building bridges between markets, cultures, and fans. Having lived and worked across North America, Europe, and the Middle East, she brings a rare global lens and a proven ability to turn complexity into clarity.
Through CNXN HAUS, PJ is channeling her long-standing experience and passion for sport into a future-forward platform, one designed to create bold ideas, lasting impact, and meaningful connections across the world of sports and entertainment.
From Athlete to Executive
Trusted by the industry’s top players
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Why
GLOBAL PERSPECTIVE
COMMERCIAL EXPERTISE
SENIOR LEADERSHIP
TRUSTED NETWORK
EXECUTIONAL
EXCELLENCE
Services
Who We Work With
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Rights holders, leagues, and federations
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Host cities and major event organizers
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Brands investing in sport and culture
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Agencies Seeking Specialized Expertise & Delivery Capacity
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Investors and emerging growth platforms
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Government and strategic entities
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Organizations expanding across North America and the Middle East
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Senior-led. No layers.
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Embedded, not advisory from the sidelines
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Built for speed, not bureaucracy
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Designed for high-stakes environments
How We Work
MARKET & GROWTH STRATEGY
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Market Entry & Expansion Strategy – helping leagues, federations, and brands unlock new markets.
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Commercial Strategy – revenue models, partnership frameworks, monetization pathways.
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Fan Engagement Strategy – building next-gen fan journeys for Gen Z and Gen Alpha.
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Legacy & Impact Programs – sport diplomacy, CSR, and long-term cultural storytelling.
COMMERCIALIZATION & PARTNERSHIPS
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Sponsorship Strategy & Sales – proof-over-promises model with data-driven ROI.
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Brand Partnerships – connecting global brands to sport properties through authentic activations.
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Rights Holder Advisory – packaging, pricing, and positioning inventory for maximum commercial return.
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Revenue Innovation – new income streams ( licensing, merchandise, esports).
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Evaluation & Measurement – impact reporting, partnership scorecards, and value attribution.
PLATFORM & EXPERIENCE DESIGN
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Sponsorship Tier Structuring - Designing clear, compelling rights packages that maximize value and partner fit
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Activation Planning & Design - Creating scalable, high-impact activation frameworks across platforms and touchpoints
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Rights Packaging & Go-to-Market Strategy - Building and launching sponsorship offerings from the ground up
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Portfolio Optimization - Refining and scaling existing sponsorship assets to unlock new revenue streams
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Commercial Strategy & Pricing - Establishing the right valuation, positioning, and deal architecture
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Strategic Partnership Brokering - Connecting global brands with Gulf-based sport properties for high-value opportunities
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Cross-Regional Partnership Development - Bridging markets to drive relevance, access, and long-term growth
EMBEDDED LEADERSHIP
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Fractional CMO / CGO / CCO – Embed senior commercial leadership without the cost or commitment of a full-time executive.
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Executive Advisory & Mentorship – Advise executives, boards, founders, and emerging leaders on growth, commercialization, and strategic decision-making.
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Global Market Navigation – Bridge cultural, commercial, and stakeholder landscapes across North America, the Middle East, Europe, and emerging markets.
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Capability Building & Knowledge Transfer – Strengthen internal teams through executive coaching, embedded expertise, project delivery support, and practical knowledge transfer in commercialization, partnerships, sponsorships, and major events.
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Interim & Transition Leadership – Provide experienced executive leadership during organizational change, growth, restructuring, or major event delivery.
