About Craig Underwood

Entrepreneur, CEO, Loyalty and Collaboration Technology Strategist, Advisor to Social Entrepreneurs

Craig Underwood is the Founder and CEO of Sports Loyalty International, Inc. (SLI).   SLI develops 21st Century Fan, Sponsor and Customer Loyalty Programs in partnership with leading supermarkets and other business to consumer businesses, leading MLB teams and major NCAA universities.  For their sports team and university partners SLI’s platform is designed to enhance the value of the traditional sports sponsorship model by leveraging database, digital, social and mobile technology to combine the passion of sports fans with the powerful economics of coalition loyalty programs.  For their corporate partners, SLI’s model is designed to be the most profitable loyalty program ever developed for US businesses.

In addition to his role as Founder and Managing Partner of Underwood Partners, a boutique consulting firm that focused on loyalty and collaboration technology strategies, Craig’s experience includes Founder and CEO of The Loyalty Group/Air Miles Canada; CEO of Sports Loyalty Systems; Co-Founder of SocialSphere Strategies; and serving as a Partner at both Bain & Company and The Bridgespan Group, Bain’s nonprofit affiliate.  He has served on over 10 start-up, corporate and nonprofit boards.

Craig earned a BA in Political Science at West Virginia University, an MA from Oxford University in Politics, Economics and Philosophy, where he was a Rhodes Scholar, and an MBA from the University of Chicago. He has served on numerous boards, including Upromise and Oxford Properties and is currently on the Advisory Boards of Modiv Media and Perk Street Financial, an internet bank.  Craig resides in Brookline, MA with his wife, their fifteen year old daughter and twelve year old son.  All of the Underwood’s are avid snowboarders, tennis players, Red Sox, Celtics, Patriots and music fans.  Craig’s blog about collaboration technology, customer service and loyalty can be found at www.collaborationevangelist.com.