Michigan native with NHL, NBA, NASCAR and F1 experience to lead corporate partnerships, ticketing and revenue
GRAND RAPIDS, Mich. – Athletic Club Grand Rapids today announced the hiring of Ted Van Zelst as Chief Revenue Officer. Van Zelst began his role on Aug. 10, joining the MLS NEXT Pro expansion club as it builds toward its 2027 inaugural season at the new Amway Stadium. A Michigan native, Van Zelst returns home to lead the club’s corporate partnerships, ticketing and revenue operations.
“Someone with Ted’s experience and knowledge of this market is huge for our organization. He’s a great leader in this business, and his ties to Michigan strengthen what we’re building here. As we build a team of strong voices, Ted will play a key role in shaping our thinking and executing on the vision we’ve put in place.” — AC Grand Rapids President Darrius Barnes
Van Zelst brings more than 25 years of revenue leadership across major sports and entertainment properties. During his time as Senior Vice President of Corporate Partnerships at the Detroit Pistons, he built a new and modernized sponsorship department while leading the transition from the Palace of Auburn Hills to the team’s new downtown arena. He was directly responsible for the Pistons’ practice facility naming rights agreement with Henry Ford Health System and the franchise’s first-ever jersey patch partnership with Flagstar Bank.
“I love building properties and teams from scratch and seeing them come to life. I’ve done it across a variety of professional sports entities at all levels. This is a great community, and I’m excited to learn more about it, meet the people here and help build a thriving organization. There’s something special about walking into a club with just a handful of employees, having a real voice in building something that’s never existed here before, and knowing you helped bring it to life. That’s a legacy worth chasing.” — Chief Revenue Officer Ted Van Zelst
Reporting directly to Barnes, Van Zelst will oversee premium hospitality, season tickets, groups, single-match tickets and revenue operations, along with sponsorship development and activation, building cohesive plans designed for both the club’s inaugural season and long-term success.
Secure your place in line for season tickets to AC Grand Rapids’ inaugural season at Amway Stadium.
Before joining the Pistons, Van Zelst spent seven years with NASCAR leading business development for NASCAR Official Partnerships as Director of Corporate Marketing. He also held senior sales roles with WWE and Live Nation. He began his career with the New York Islanders, rising to Director of Sponsorships over an eight-year span with the franchise.
Most recently, Van Zelst led his own consulting firm, Zeker Solutions, advising sports and entertainment properties on commercial strategy — including the Richmond Flying Squirrels’ business transition into their new multi-million-dollar ballpark. He also served as Chief Commercial Officer for Saudi Motorsport Company, rebuilding the commercial and marketing departments for the Saudi Arabian Grand Prix.
Van Zelst grew up in Sturgis, Michigan, where his parents settled after emigrating from the Netherlands, and where his father started the town’s youth soccer program and coached varsity. After a year at Hope College, he went on to earn his bachelor’s degree in Sport Marketing and Management from Indiana University. Family ties to West Michigan, including his parents who still live in Sturgis, were part of what drew him back to the region for this role.
