Charlie Turano: Executive Director at Heritage Werks on A New Era of Brand-Building in Sports

Heritage is the “hidden engine” behind sports’ biggest wins.

For Charlie Turano, legacy isn’t just nostalgia. It’s strategy.

As Executive Director at Heritage Werks, Charlie is helping pro sports teams, leagues, and now even universities unlock the untapped power of their history—not just to preserve the past, but to propel the future.

Before that, he co-founded Genesco Sports Enterprises, shaping it into one of the industry’s most respected corporate representation firms, advising global brands on how to maximize their presence in sports. But it all started with the Dallas Cowboys, where Charlie got his first taste of the business side of sports, an experience that sparked a career defined by innovation, storytelling, and the pursuit of enduring value.

In this conversation with Acertitude’s Linnea Jungnelius, Charlie breaks down why heritage is the most overlooked lever for fan connection, brand clarity, and franchise value, and why the smartest teams are treating it like a core asset, not a side project.

Franchise value doesn’t grow because of ticket sales or hot dogs. It grows when you build a fan base that spans generations. And nothing drives fandom like heritage.

From storage to strategy

Before Heritage Werks steps in, many organizations are sitting on decades of photos, game tapes, press clippings, and memorabilia with no real plan. What Charlie’s team does is radically rethink what all of that is for.

• Digitizing archives from paper boxes into searchable, story-ready formats
• Activating history in fan-facing campaigns, stadium experiences, and social content
• Equipping leadership with the artifacts, speeches, adn stats to tell a sharper brand story

Take the New York Mets. After Steve Cohen bought the team, he leaned hard into its legacy: launching a virtual vault, bringing back the Old Timers’ Game, and even erecting a long-overdue statue for Tom Seaver. The result? Deeper fan connection. Stronger brand equity. A clearer vision for what it means to be a Met.

It's not a museum - it's a business advantage

Every CEO knows history matters. But the real opportunity comes when you make it part of your everyday strategy.

Charlie is quick to point out that heritage isn’t about romanticism, it’s about relevance.

The Detroit Red Wings built a new arena dripping with historical context. The Florida Panthers, once overlooked, are now archiving their present golden era to fuel future growth. And in the college space, Florida State is using personalized historical content to deepen alumni engagement and boost development efforts.

AI will supercharge storytelling

Artificial intelligence is poised to transform how organizations access and activate their history. But as Charlie cautions, AI is only as smart as the data it can search.

The smartest leaders we work with want the speeches, the reports, the big moments from past regimes. Not to copy them, but to understand the legacy they’re building on.

At Heritage Werks, Charlie’s team regularly equips incoming executives with curated history decks to help them show up informed and intentional from day one. It’s not just about honoring the past—it’s about inspiring the future. Whether it’s reigniting a team’s culture, launching a bold new vision, or connecting emotionally with fans and staff, knowing the organization’s story is the foundation for authentic leadership.

It’s also a compass.

• What's been tried before?
• What has always defined the brand?
• What stories still need to be told?

When leaders lean into that context, they gain clarity—not just on what to say, but how to say it in a way that sticks.

Final takeaway

In a sports world distracted by trends like gambling, NFTs, short-form content, Charlie offers a clarifying reminder: the long game still wins. Fans show up for emotional connection, not gimmicks. Teams earn loyalty when they stand for something bigger than the score.

You don’t go to the stadium for a hot dog. You go to feel something. And your team’s history is what makes that feeling real.

Whether it’s onboarding a new president, rallying alumni, or navigating a rough season, your story is your strongest asset. Not because it’s perfect, but because it’s true.

Want to future-proof your brand? Start with the past.

🎧Listen to the full conversation with Charlie Turano: https://acertitu.de/charlie-turano-spotify-podcast

Defining Brilliance with Charlie Turano

	Purpose is...	to honor those that came before me. On a personal level, my purpose is to be the best Dad I can be to my son because I had a great Dad. I take that very seriously, and nothing gets in the way of that.
	Leadership is...	humility, quiet, not boastful, example, and it’s giving credit to others.
	Success is...	something that dies every day, but fortunately, when you wake up the next morning, it’s waiting there for you to go get again.
	Brilliant leaders are...	everywhere – you just have to find where their brilliance is.
	I perform at my best when...	I’m surrounded by people I love.