Contract & Sponsorship Execution

Human Interest Group Sports procures endemic and mainstream sponsorship opportunities and negotiates endorsement deals and other revenue-generating engagements for athlete clients. We use research to create compelling pitch materials that drive market interest and spark discussion with key decision makers. Our goal is to identify meaningful brand partnership and non-profit alignment that enhance an athlete’s overall brand development while achieving long-term marketing goals. We build mutually beneficial, strategic partnerships then manage the execution to ensure brand ROI and long term relationship success.


Olympic and Paralympic Athlete Management

With over twenty years of athlete management and sponsorship procurement experience, for World Champions and Olympic and Paralympic Medalists, spanning multiple summer and winter sports, Games cycles, and global governing bodies, Human Interest Group Sports is uniquely positioned to help athletes maximize their earning potential. HIG works as a liaison between athlete clients and sponsor teams to bring compelling, experiential, content-driven campaign ideas to life, targeting outcomes that enhance consumer connections for brands, while enhancing athlete exposure and joint cross-promotional opportunities.


IRONMAN Athlete Representation

Throughout the company’s history, Human Interest Group Sports has represented some of the most respected names in long course triathlon and we have been involved with hundreds of sponsorship-based projects. We have facilitated individual, team and event sponsorships, implemented international campaigns, start-up ambassador programs and visible media initiatives across the endurance sports community. An in-depth understanding of the intense demands of multisport training positions Human Interest Group Sports to identify progressive sponsorship opportunities that compliment a triathlete’s image and platform.


Track & Field Athlete Representation

World Athletics Authorized Representative since 2020



Leveraging our exclusive athlete roster, global network, and strategic industry partnerships with agencies like The CG Sports Company, we assist endurance sports properties and nonprofits with sponsorship strategy development and management.



We treat our athlete clients and business partners with professionalism, respect and integrity. Human Interest Group Sports passion for global competition, inclusive sport and women’s leadership drives our ingenuity and progressive approach to athlete management and sponsorship.

Heather Novickis

Owner, Human Interest Group Sports

World Athletics Authorized Representative

Heather has been representing World Champions and Olympic & Paralympic Medalists for over twenty years. She has negotiated and implemented multi-year endorsements with Olympic sponsors and global brands, as well as procured a wide variety of personal appearances, speaking engagements, broadcasting opportunities and literary contracts. Her career began with Gold Medal Management in Boulder, CO and continued with some of the world’s most reputable sports management agencies. In 2014, Heather founded Kinetic Group Sports Management in an effort to provide quality representation for female athletes and brand development services to elite athletes across the endurance sports arena, including distance running, swimming, cycling and triathlon. Kinetic merged with Human Interest Group, another Colorado-based endurance sports management agency, and today, Human Interest Group Sports and its partners continue to represent a unique assembly of athlete clients and properties around the globe. Heather graduated from the University of Colorado with a degree in International Business. She is an active mom to two kids, 3 dogs, many farm animals, and enjoys snow skiing and masters swim.

“….the credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs….who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.” – Roosevelt 1910