Meet the Principal Advisor
Keonna Farmer is an entrepreneur and sports executive from Birmingham, Alabama, redefining leadership before 30. A Division I Hall of Fame athlete and record-breaking competitor, Keonna played women’s basketball at Auburn University (2013–2014), the University of Alabama at Birmingham (2014–2017), and the University of North Florida (2017–2018). She was named the 2018 ASUN Conference Newcomer of the Year and earned induction into the University of North Florida
Division I Sports Wall of Fame.
Keonna is a nationally recognized athlete success strategist whose career spans elite athletics, athletic administration, education, nonprofit leadership, business consulting, and media.
At just 30 years old, she currently serves as a Commissioner and Athletic Director, bringing hands-on experience in building athletic programs, managing compliance, and developing athletes on and off the field.
Her leadership and community impact have been formally recognized through multiple civic honors, including receiving the Key to the City, an official city proclamation day named in her honor for her personal contributions, and a separate city-recognized proclamation day for a nonprofit she leads—reflecting both individual and organizational impact.
Keonna is also a TEDx speaker, delivering the talk “The Importance of Accessible Equity for High School Females” at TEDxYouth@LenoxVillage. She is an executive contributor to BRAINZ Magazine, has been featured on Netflix’s We Are the Champions, and served as Marketing Manager for TEDx Kelly Ingram Park, leading strategy and execution for the event’s public-facing campaign.
She holds a Bachelor of Arts in Communications Management from the University of Alabama at Birmingham and a Master of Science in Adult and Continuing Education, with a concentration in Sports Management and Physical Education, from the University of West Alabama.
At age 27, Keonna became the youngest recipient of an Honorary Doctorate in Business Administration from Trinity International University of Ambassadors, where she also earned a Business and Entrepreneurship Certification.
Having lived the athlete journey from the inside, Keonna understands the pressure, visibility, short career window, and identity shifts that come with competitive sports. Notably, she never experienced an identity crisis after sports—a perspective shaped by the grounding, support, and foresight of her late mother during a critical season of her life.
That foundation inspired Keonna to build what many athletes never receive: intentional identity development, holistic support, and long-term vision before the game ends.
Farmer Sports Management isn’t transactional. It’s strategic. And it’s built for athletes who expect more.
Meet the Principal Advisor
Keonna Farmer is an entrepreneur and sports executive from Birmingham, Alabama, redefining leadership before 30. A Division I Hall of Fame athlete and record-breaking competitor, Keonna played women’s basketball at Auburn University (2013–2014), the University of Alabama at Birmingham (2014–2017), and the University of North Florida (2017–2018). She was named the 2018 ASUN Conference Newcomer of the Year and earned induction into the University of North Florida
Division I Sports Wall of Fame.
Keonna is a nationally recognized athlete success strategist whose career spans elite athletics, athletic administration, education, nonprofit leadership, business consulting, and media.
At just 30 years old, she currently serves as a Commissioner and Athletic Director, bringing hands-on experience in building athletic programs, managing compliance, and developing athletes on and off the field.
Her leadership and community impact have been formally recognized through multiple civic honors, including receiving the Key to the City, an official city proclamation day named in her honor for her personal contributions, and a separate city-recognized proclamation day for a nonprofit she leads—reflecting both individual and organizational impact.
Keonna is also a TEDx speaker, delivering the talk “The Importance of Accessible Equity for High School Females” at TEDxYouth@LenoxVillage. She is an executive contributor to BRAINZ Magazine, has been featured on Netflix’s We Are the Champions, and served as Marketing Manager for TEDx Kelly Ingram Park, leading strategy and execution for the event’s public-facing campaign.
She holds a Bachelor of Arts in Communications Management from the University of Alabama at Birmingham and a Master of Science in Adult and Continuing Education, with a concentration in Sports Management and Physical Education, from the University of West Alabama.
At age 27, Keonna became the youngest recipient of an Honorary Doctorate in Business Administration from Trinity International University of Ambassadors, where she also earned a Business and Entrepreneurship Certification.
Having lived the athlete journey from the inside, Keonna understands the pressure, visibility, short career window, and identity shifts that come with competitive sports. Notably, she never experienced an identity crisis after sports—a perspective shaped by the grounding, support, and foresight of her late mother during a critical season of her life.
That foundation inspired Keonna to build what many athletes never receive: intentional identity development, holistic support, and long-term vision before the game ends.
Farmer Sports Management isn’t transactional. It’s strategic. And it’s built for athletes who expect more.
Keonna’s Why
Inspired by the values instilled by her late mother Kelly Farmer—seizing opportunities, community engagement, discipline, loyalty, and perseverance—Keonna understands the critical role of support systems, mentorship, and hands-on guidance because of her mom.
Her passion for serving athletes and communities began early in high school. As a student-athlete at Auburn University, the University of Alabama at Birmingham, and the University of North Florida, she observed a troubling gap: many college athletic programs lacked meaningful engagement in their communities, and required service felt more like a formality than true impact.
She also observed that many professional athletes limited their community involvement to holiday giveaways and camps, without creating lasting, measurable impact or meaningful, long-term change.
Beyond community service, Keonna identified a deeper need, helping athletes successfully transition after college and professional sports.
She witnessed countless young people fall through the cracks, lacking the guidance to navigate high school and college sports, secure opportunities, and develop clear academic, career, and life-after-sports plans.
She saw student-athletes graduate without work experience or community ties, and professional athletes finish their careers with little beyond sports camps on their resumes—uncertain of their next steps or identity. Misguided by misinformation and insufficient support, many made decisions that hindered their futures.
Determined to change this, Keonna dedicated herself to bridging these gaps. Even though she began the work in early years, In 2024, she officially launched Farmer Sports Management to provide the vital advising, resources, and philanthropic strategies athletes need to thrive both on and off the field.
Her mission is clear: to empower athletes with the tools, clarity, and support to confidently navigate their journeys—helping them build purposeful, sustainable success long after the final whistle.
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