ABOUT
Sheldon J. Lee is a storyteller who makes sports feel cinematic, human, and unmistakably real.
Known to many as “Spike,” Sheldon is a creative strategist and video producer who lives at the intersection of authenticity, craft, and performance. His work blends documentary sensibility with brand discipline, turning athletes, teams, and institutions into stories that move people and travel far.
Sheldon builds content through what he calls the Triangle Offense: Authenticity, Strategy, Intention. Every project starts with truth, is guided by clear objectives, and is executed with cinematic precision.
Most recently, Sheldon has operated at the highest levels of sports storytelling. As an NFL Live Content Correspondent, he has delivered real-time coverage across regular season and postseason games, including Super Bowl LIX, capturing footage that traveled across league and team channels and generated millions of views. He also serves as a Video Content Producer at SASSO Agency, leading production for national sports brands under the CoverFour portfolio such as LEGION Protective, Luccini Baseball, and Chandler Bats, producing high-impact social and paid content that consistently outperforms benchmarks.
At LSU Athletics, Sheldon led creative direction and content strategy for 20+ NCAA programs, helping position LSU as one of the most visible brands in college sports. His work powered 241% growth for LSU Women’s Basketball during its 2023 national championship run and drove tens of millions of engagements across Olympic sports.
He has also partnered with Two Circles Sports & Entertainment as a freelance social producer for the 2026 Allstate Sugar Bowl / College Football Playoff Quarterfinal (Ole Miss vs. Georgia), delivering real-time creative that elevated the game-day narrative across platforms.
Sheldon is a proud Texas native, holds a Bachelor of Business Administration in Marketing from Lamar University, and earned his Master of Science in Sport Management from LSU. His work has contributed to Suncoast Regional Emmy and Sports Emmy recognition.
When he’s not on a sideline or behind a camera, he’s building NXTPLAY Network, his Texas-based creative studio focused on sports, culture, and brand storytelling.
Let’s tell something unforgettable.
Connect on Instagram and X | @SheldonJLee