Our Mission

Axe Sports Group is a dynamic sports marketing agency dedicated to connecting athletes and influencers with brands through NIL and brand sponsorship deals. Our mission is to empower athletes and influencers to maximize their potential by securing mutually beneficial partnerships with leading brands. We pride ourselves on providing service for our athletes that include mental performance training, financial literacy coaching, and industry leading life after sports education and mentorship programs.

LEADERSHIP

ISMAIL SHOWELL

CEO & FOUNDER

With over a decade of business experience and a strong foundation in entrepreneurship, Ismail blends strategic thinking with a competitive edge forged on the football field. A former student-athlete at West Virginia University, he played Division I football before going on to work with the Indianapolis Colts following graduation. This unique journey from high-performance sports to high- impact business has shaped his approach to leadership, growth, and innovation. Passionate about building brands, teams, and opportunities, Ismail continues to channel that same drive

and discipline into every professional venture.

Nicole Butterbaugh

CHIEF GROWTH OFFICER

Nicole Butterbaugh drives growth and strategy at Axe Sports Group, where she leads brand partnerships, supports athlete recruitment, and develops programs through the Next Play Initiative, helping schools and student-athletes navigate NIL, mental performance, financial literacy, and life-after-sports. A former University of Oklahoma cheerleader, Nicole’s athletic career was cut short by a spine injury, inspiring her to focus on improving the athlete experience and helping athletes maximize both performance and personal growth.

She earned her Master’s degree from Baylor University, where she published research on sport communication and athletic skill mental blocks (the “yips”), and is currently pursuing a fully-funded PhD at the University of Texas at Austin in Organizational Communication & Technology, with an emphasis in sport contexts. Her dissertation draws on her professional experience in the fast-growing NIL industry. Nicole has published multiple peer-reviewed articles and book chapters on athlete mental health, organizational performance, and recruiting, and teaches undergraduate courses in public speaking and organizational communication at UT Austin. Through her work with professional sports organizations, she has gained a broad perspective on organizational development.

Combining academic expertise, professional sports experience, and a lifelong passion for athletics, Nicole is dedicated to creating sustainable systems and opportunities that prepare athletes for success today and beyond their playing careers.