SANTA CLARA, USA // Laura Johnson is an executive producer, live events strategist, and experience architect specializing in the intersection of creative storytelling, technology, and operational excellence. With more than 20 years of experience in professional sports and live entertainment, she currently serves as Senior Director of Game Presentation & Live Events for the San Francisco 49ers, where she leads game presentation, live events, and entertainment while overseeing a 250-person game day operation responsible for one of the NFL’s premier fan experiences.

Now in her 19th NFL season and 11th with the 49ers, Laura has helped redefine the in-stadium experience by blending creative storytelling, technology, and operational excellence. She led the strategic implementation of Levi’s Stadium’s $70 million production technology transformation, including a new 4K UHD control room, next-generation videoboards, enhanced LED sports lighting, upgraded audio systems, and integrated production workflows. Her leadership spans creative strategy, production operations, organizational systems, and cross-functional planning, with a focus on building scalable systems that elevate both the fan experience and organizational performance.

Laura’s career includes leadership roles across 10 Super Bowls, the College Football Playoff National Championship, the NCAA Men’s Final Four, the Kentucky Derby, and numerous league and international sporting events. A frequent industry speaker, she shares her expertise on leadership, venue transformation, fan engagement, and the future of live sports entertainment. She is passionate about building high-performing teams, leveraging technology to enhance creative storytelling, and designing the next generation of live sports experiences.