Eternal Fan® Engages Brentwood

Eternal Fan® Engages Brentwood to Lead Branding, PR

Sports & Entertainment Group Was Part of Initial Fan Experience in 2018

Cedar Rapids, IA — June 4, 2025 — Eternal Fan®, the industry leader in commemorative fan experiences and pioneer in the After Life Experience (ALX) marketplace, is deepening its relationship with Brentwood Partners, LLC (www.brentwood.partners | @gowithbrentwood). The firm will provide brand management, marketing, public relations, and strategic counsel, building upon its operational development role that began in 2018.

“Our extended partnership with Brentwood speaks volumes about the trust and success we’ve built together,”  Matt Linn, President of Eternal Fan®. “Their insight and support have been integral to our growth, and we’re excited to elevate the relationship even further.”

Michael Waddell, Founder and Principal at Brentwood Partners, added:  “Matt Linn is one of the most creative and action-oriented leaders I’ve encountered in my 38-year career. His vision for Eternal Fan®—to become the world’s leading ALX engagement brand—is bold and inspiring. We’re honored to be part of this journey and growth in this innovative space.”

Waddell’s association with Eternal Fan® dates back to Spring 2018, when, as the Vice President of NASCAR’s Richmond Raceway, he helped establish the company’s first on-site fan experience with the “World’s Largest Piston,” located adjacent to the iconic motorsports venue’s main gates.

Brentwood Partners, LLC (brentwood) Established in 2013 with a mission to deliver strategic solutions across six core service areas: revenue generation, brand development, fan engagement, creative content production, eSports innovation, and executive search within higher education, sports, and entertainment,  The company is led by Founder and Principal Michael Waddell, a seasoned executive who has served as President of multiple professional sports franchises as well as serving as a Director of Athletics at the NCAA Division I level. Keith Tribble, former CEO of Jackson Health System, President of the Orange Bowl Committee, and Director of Athletics at the University of Central Florida, serves as Managing Partner and Chief Operating Officer.

About Eternal Fan®:
Eternal Fan® is the global leader in commemorative fan engagement experiences, offering customized, enduring tributes inside the sports and entertainment venues fans love most. Through the category of ALX: After Life Experience, and other legacy programs, Eternal Fan® helps individuals and families tell their stories in the most meaningful places—forever, with installations at iconic locations such as Richmond Raceway, and others to be announced later in 2025. Eternal Fan® continues its mission to honor passion, preserve memories, and redefine how we celebrate our fandom in the spaces we love most.