Keith Sheldon oversees the entertainment and brand management functions for both Seminole Gaming, an innovative gaming industry leader; and Hard Rock International, a globally recognized music, entertainment, leisure, and dining brand that conducts business in over 70 countries worldwide. Since taking this expanded role in early 2024, Sheldon leads all facets of entertainment including programming, talent buying, nightlife, and industry relations, as well as brand management, consumer marketing, brand partnerships, and sponsorship revenue generation. He champions growing the brand’s unique offerings for entertainment lovers and guests around the world.
Since joining as President of Entertainment at Seminole Hard Rock in 2020, Sheldon has played an integral role in elevating Hard Rock and Seminole Hard Rock brands through strategic partnerships and once-in-a-lifetime entertainment experiences – that bolster new and exciting opportunities to connect with partners. He has booked numerous world-class entertainment, sports, and lifestyle events for the brand including performances by The Rolling Stones, Metallica, Billy Joel, Bruce Springsteen, Elton John, Maluma, Wu-Tang Clan, The Chainsmokers, Tiësto, Dave Chappelle, Post Malone and many others. Sheldon also led Seminole Hard Rock’s groundbreaking partnerships with Formula 1 Miami Grand Prix and Las Vegas Grand Prix, Oracle Red Bull Racing, Sports Illustrated Swimsuit, Audacy, Horizon Media, and Lionsgate Pictures for John Wick: Chapter 4.
Prior to joining Hard Rock, Sheldon served as Executive Vice President of Programming for BSE Global (Barclays Center, Nassau Coliseum and Webster Hall), delivering premium concerts from Barbra Streisand, JAY-Z, Justin Timberlake, Madonna, and Justin Bieber, and premier sporting events such as Premier Boxing Champions, major NCAA college basketball, and WWE WrestleMania and SummerSlam . In previous roles at AEG Facilities, he oversaw arena operations as Director of Events at KFC Yum! CENTER in Louisville, Ky., and Director of Business Affairs and Programming at XL Center in Hartford, Conn.
As a leader across the entertainment space, Sheldon has received numerous recognitions throughout his career including Global Gaming Business’ People to Watch; Billboard Magazine’s 40 Under 40; VenuesNow’s All-Star Class; and multiple nominations for Pollstar’s Venue Executive of the Year. He earned a J.D. from Brooklyn Law School and a B.S. in Business Administration from Bucknell University – and currently splits time in Florida and New Jersey, with his wife, Sally, and their three children, Maisie, Lila, and Theo.
