Lena Forbes

Title: Coordinator – Partnership Solutions

Lena Forbes joined the Big 12 in July 2025 as Coordinator – Partnership Solutions. Her role focuses on creating strategic plans that align with the organization's goals, while managing relationships with existing sponsors to maximize engagement and satisfaction. Lena collaborates with the events and marketing teams for successful integration and promotion of sponsorship initiatives. 

Forbes joined the Conference after graduating from TCU. While attending TCU she worked for Wasserman Creators, where  she supported the day-to-day management of influencer partnerships,  including coordinating product giftings, appearances and brand activations, while producing performance reports across TikTok, Instagram and YouTube to support brand pitches and partnership recaps.

She also founded TCU Women in Sports Network, which expanded access and visibility for women in sports, as well as interning for the TCU football team and the Flying T Club. 

Forbes graduated from TCU with her Bachelors degree in Sports Broadcasting and minors in general business and journalism.