People Behind BLAST: Russell Schneider
Building Brand Partnerships on a Global Stage: Russell Schneider at BLAST
As BLAST expands its global footprint with the opening of its first U.S. office in New York, Russell Schneider VP, Head of Brand Partnerships, is leading the charge to grow the company’s commercial presence across North America and beyond. Bringing more than a decade of experience in brand partnerships, digital media, and influencer marketing, Russell is focused on building meaningful collaborations that enhance both the fan experience and partner impact, cementing BLAST’s position as a world-class competitive entertainment brand.
We sat down with Russell to talk about his journey into BLAST, what excites him about the company’s U.S. expansion, and how he’s helping shape the next wave of global partnerships that power BLAST’s success.
So Russell, how long have you been at BLAST?
I joined BLAST earlier this year, and it’s been an incredible ride from day one.
Tell us a bit about your background before joining BLAST.
Before BLAST, I built a career leading brand partnerships and sales at several digital media and influencer marketing companies. I’ve been fortunate to help startups and established businesses alike scale revenue, build go-to-market strategies, and deliver transformative partnerships with Fortune 500 brands and agencies.
Can you tell me a bit about your journey into BLAST, what initially drew you in and why was now the right time to join?
First off, I am a lifelong gamer and love to play whenever I can. What really drew me to BLAST was the combination of world-class live events, innovative esports IP, the chance to lead our global brand partnerships team and help expand a global brand into the U.S. market and beyond.
I’ve always thrived at the intersection of media, entertainment, and innovation, and I knew BLAST’s vision and culture was the perfect fit at the perfect time. Joining now meant I could bring my experience to help accelerate BLAST’s growth in North America while being part of a company that’s redefining how esports connects with fans and partners.
Plus, I love our culture and leadership team! It’s such a great feeling to be in an environment with no egos, surrounded by all of the great people that make BLAST the amazing company that it is!
You are BLAST’s VP, Head of Brand Partnerships. How would you describe your role and how does it differ from your work before?
My role is all about building meaningful relationships between BLAST and brands, creating sponsorships and partnerships that elevate both the fan experience and the brand’s goals.
Unlike some of my past roles, here I’m not just selling partnerships, I’m helping shape BLAST’s presence from the ground up in the US and globally. That means working cross-functionally with my sales teams around the world and ensuring our brand partners are woven into the DNA of BLAST’s events, content, and culture.
Since joining BLAST, we’ve been doing incredible work with a wide range of premium Fortune 500 brand partners. Our focus on creativity, innovation, and measurable ROI has positioned us to deliver the most profitable year yet for brand partnerships in FY26 — and to build sustained momentum well beyond.
BLAST recently opened its first U.S. office in New York. What excites you most about building the brand’s presence there?
New York is a global hub for media, brands, and culture - it’s where decisions are made and trends are born. Building BLAST’s presence here means we can be at the centre of conversations with the biggest agencies, brands, and media partners. I’m excited about putting BLAST on the map in the U.S. and showing partners how powerful esports and gaming can be as a platform for reaching young, engaged, digital-first audiences.
Which future BLAST event are you most looking forward to?
I love them all!
I’m especially looking forward to our upcoming arena events in the US in 2026 - it’s hard to top the energy of being in a packed venue with thousands of fans cheering on their favourite players, the energy is like nothing else I’ve seen at a sports event – truly electrifying. Those moments capture everything that makes BLAST special and show partners the scale and passion of our community.
2025 Austin MajorLooking ahead, what are you most excited about for the future of BLAST?
I’m excited about continuing to grow BLAST! Building our global and U.S. presence, building marquee partnerships, and creating programs that deliver real value to brands and unforgettable experiences for fans. The potential here is massive, and I am honoured to be part of the team driving it forward.
What do you like to do outside of work?
Outside of work, I’m all about family. I love spending time with my wife and son, coaching and watching my son’s sports, and traveling together. I’m also a big sports and entertainment fan, and I enjoy exploring new music, ideas, and ventures that keep me connected to media and culture. In my “me” time I love my HIT workouts and practicing Muay Thai.
And finally, what’s the best piece of career advice you have ever received?
The best advice I’ve ever received is: 'Relationships are everything—focus on building trust, delivering value, and the business will follow.' That philosophy has guided my career and continues to drive how I approach every partnership.
