our Story
Dan Schoenberg started Hummingbird Sports & Entertainment to connect the many friends he’s made throughout his professional journey to special brands, teams, and charitable organizations. Hummingbird offers a hands-on boutique experience for brands looking to connect with athletes and entertainers.
Why Hummingbird
When you work with industry executive Dan Schoenberg, you will have access to his friends and contacts.
our Mission
At Hummingbird Sports & Entertainment, we build authentic connections between athletes, entertainers, and brands through innovative marketing, strategic communications, and thoughtful talent partnerships. We create meaningful relationships that drive visibility, engagement, and long-term value.
Meet Dan
Former Madison Square Garden SVP Dan Schoenberg has announced the launch of his own talent, marketing, and communications company, Hummingbird Sports & Entertainment. His clients include the Faherty Brand, where he advises on sports marketing strategy (Faherty has partnerships with the Knicks, Rangers, and Islanders, and will expand into more cities next season). He is advising the New York Mets on VIP relations and entertainment. He is a board member of Soho Sessions, which are intimate, electrifying performances by some of the world's most exceptional artists (past performers include Keith Richards, Slash, and Olivia Dean), each spotlighting a meaningful cause.
Dan left the MSG family of companies in January after 29 years. His last role was SVP of Comms for MSG Networks. Throughout his career at MSG, he served as the PR Director for the Knicks, VP of Publicity for the Knicks, Rangers & Liberty, & SVP of Communications for MSG’s Sports Properties Division and MSG Networks.
For over 25 years, Dan managed many of the Celebrity relationships at Madison Square Garden - booking Talent for Garden of Dreams events, such as the Garden of Laughs, and bringing athletes, celebrities, and other VIPs to sit courtside at Knicks games, rinkside at Rangers games, and at many other MSG events.
He was instrumental in MSG’s Garden of Dreams Foundation and ran MSG Networks Emmy award-winning MSG Classroom program.
On the philanthropic side, Dan also volunteers for Pencil Org, a nonprofit that raises awareness about public education by inviting civic and business leaders into New York City public schools. He was named to the steering committee for the “Principal for a Day” program, which brings social entrepreneurs, business leaders, and civic leaders into NYC high and middle schools.