The It Factor - A noun. An undefinable quality a person has that makes them charismatic or attractive. The It Factor Ltd. founded in 2003, led by Natasha Borota is a rapidly growing full service boutique agency specializing in Events, Marketing, and Sports/Celebrity Management (Celebrity Shop).

Natasha Borota

President and CEO

The It Factor Ltd.

Like every small business owner, there is nothing that I won’t do to add to the success of our small team.

In broad strokes, I am responsible for all new business opportunities as well as retaining current clients.

Managing the overall direction of the business, stewardship on many levels as well as concept creation and signing authority on everything, I say this with a smile as every team member at the It Factor Ltd. plays a vital potion and is involved in many facets of the business.

Well, it always starts off with a prayer of gratitude, meditation, and then an early morning workout, all three of these are pivotal to my day’s success; from there every single day is very different.

Especially during the madness around a fundraising event execution or a campaign launch but that is part of the appeal and addiction for me especially for clients that live in the sports, entertainment or public service space.

Things have changed drastically during this pandemic and I am grateful to have been able to live with purpose and assist with a few campaigns for clients that wanted to support their communities with most of our business and projects coming to a dead stop.

Over a decade ago, Michael and I worked side by side to create the Michael ‘Pinball’ Clemons Foundation.

It was definitely a labor of love as we both put in thousands of hours of sweat equity to create a foundation that supported those less fortunate than ourselves in our community and beyond. I do not have any maternal children but I definitely birthed this organization and nurtured it along the way.

It was one of the most fulfilling yet challenging projects I have ever worked on and I learned so many lessons along the way as we tried to simply spread love.

There are a lot of women looking to pursue careers in the sports industry but hesitate unsure if they belong in a heavily male dominated industry. Did you initially feel this way? What advice would you give these women?

No, I did not. I started my career as a thoroughbred racehorse trainer and was one of I five or six women at the racetrack.

We may have made up 3% of licensed trainers.

The passion I had for my job, but mostly the animals, definitely kept me focused and I had zero hesitance. I do think my education, preparation, and confidence were the keys to my success and I knew I could learn from the men in the business.

Most of them had grown up on a racetrack so I stood my position and made sure I showed up at all times to any challenges, and there were many. In my current position, I am one of not many women who own their own business but for over 15 years I have managed or created opportunites for pro athletes off the ice, field, court, etc.

The North American sports industry is largely United States dominant and this can create challenges for Canadians pursuing sports careers. Have you experienced this road block?

I have not.

I completed my education in the United States and there I developed relationships that bridged any of those gaps. I worked there in the offseason when I was training horses from Maryland to Florida and seems everywhere else in between.

This was my key to success and handling clients in the NFL, NBA, etc.

What’s your favorite part about working for The It Factor Ltd.? What’s your favorite part about having co-founded your non-profit?

I love both for the same reason: I get to follow my dreams and follow my heart.

What made you decide to pursue a career in the sports industry? What would you be instead if you had chosen another career path?

There was no other choice for me. I always knew I wanted to be a racehorse trainer from a very young age.

I had my university in the US picked out when I was 15 years old or so. I would do any job I needed to so I could provide for myself or family and friends but have been blessed to find two careers that I am passionate about and both related to sports entertainment.

What is the best piece of advice someone has given you?

I have been given a lot of great advice, and some I was too stubborn to hear but it would have served me well! I looked for a long time for a mentor but you figure out quickly that you have to figure things out for yourself when not many others have walked the path before you.