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Molly Mazzolini named to 2016 Sports Business Journal Game Changers Class

Mazzolini is one of Infinite Scale’s three founding partners and its director of brand integration. She co-founded the Salt Lake City company in 2002 with partners Amy Lukas and Cameron Smith, spinning off of their design jobs at the 2002 Winter Olympics. 

“It was kind of a no-brainer,” Mazzolini said. “We had incredible resources from the Salt Lake Games and people who wanted to help us out. It all seamlessly started to come together.”

Together, the trio leads a company that has grown to 30 employees, all designing spaces at sports facilities tied to sponsor and team integrations, directional signs, halls of fame, and a variety of other services that fall under how fans experience a venue, Mazzolini said.

Infinite Scale’s current projects include Little Caesars Arena in Detroit, where its responsibilities include designing the naming-rights logo in conjunction with the pizza restaurant sponsor and Olympia Entertainment, parent company of the arena’s prime tenant, the Detroit Red Wings.

The firm recently completed its work at U.S. Bank Stadium, the Minnesota Vikings’ new home. Infinite Scale designed about 15 sponsor integration spaces inside that $1.1 billion facility.

All told, Infinite Scale has done work at 48 venues during the past 14 years. The company also designs branded elements for special events such as the Super Bowl, dating to the 2005 game in Jacksonville.

The firm’s first venue-specific client was BYU in 2004, with Infinite Scale designing the school’s hall of fame, a three-story museum featuring more than 100 years of sports history on campus.

“There was no place to bring it all together,” Mazzolini said. “There was memorabilia stored in janitors’ closets and under bleachers, even in [former BYU quarterback] Steve Young’s storage unit in Provo. I told [former BYU Athletic Director] Val Hale we were forever grateful for giving us a shot.”

— Don Muret

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