USATF engages Max Siegel, Inc., to lead commercial ventures; restructures marketing & communications
Courtesy of USATF.org
October 17, 2011
INDIANAPOLIS, IN – USA Track & Field (USATF) has engaged the
services of Indianapolis-based Max Siegel Inc. (MSI) in a broad, fully
integrated service agreement that will unite USATF’s commercial
ventures. The move is part of a USATF plan that streamlines its internal
staff structure in marketing and communications.
MSI will work with USATF staff to integrate and vastly expand USATF’s
commercial efforts in marketing, sponsorship, publicity, membership and
broadcasting. The company is charged with six goals: to increase sponsor
revenue and the stable of USATF’s corporate partners; enhance
relationships with current USATF sponsors; manage the USATF brand;
increase membership; develop and produce custom broadcast and new media
content; and manage USATF’s broadcast relationships for event coverage.
MSI will work most closely with USATF’s newly organized Integrated
Marketing Communications Department, which combines staff in
communications, marketing, public relations, broadcasting, long-distance
running and membership marketing under Chief Communications Officer
Jill Geer.
“This type of commercial relationship, combined with the change in our
communications and marketing structure, is an unprecedented move that we
are very excited about,” said USATF Interim CEO Mike McNees. “Max
Siegel is familiar with the needs and challenges of USA Track &
Field, and his record of success in attracting sponsors, delivering
value to those sponsors, and developing commercially successful media
properties will fundamentally change the way USATF positions our brand.
And Jill’s deep institutional knowledge and reputation for
relationship-building will be critical in leading our new IMC
department.”
“USA Track & Field is committed to taking the actions needed into
order to truly advance our sport in the marketplace,” said President and
Chairman Stephanie Hightower. “We are confident that this new direction
will achieve the integrated, successful business model that we have
been seeking for years.”
Max Siegel Inc. (MSI) is a sports, marketing, entertainment, and media
holding that works with brands to meet lifestyle, sports, entertainment
and diversity needs in different industries. It is led by CEO Max
Siegel, a former director on the boards of USA Track & Field and the
USA Swimming Foundation with more than 20 years as a high-profile
executive and attorney in the sports, entertainment and media
industries. He previously served as President of Global Operations at
Dale Earnhardt Inc; as Senior Vice President at Sony/BMG; and as
President of Zomba Gospel. Siegel’s Olympic-family experience includes
work with USA Gymnastics, USA Skiing, USA Swimming and the Goodwill
Games while he was an attorney with Indianapolis-based Baker &
Daniels in the 1990s. In addition to representing sports figures and
organizations, MSI creates literary, television and film properties,
including the 2010 BET Networks series, “Changing Lanes,” and the ESPN documentary, “Wendell Scott: A Race Story.”
For more information on Max Siegel Inc., visit www.maxsiegelinc.com
About USA Track & Field
USA Track & Field (USATF) is the National Governing Body for track
and field, long-distance running and race walking in the United States
and leads the World’s #1 Track & Field Team into Olympic and World
Championship competition. USATF encompasses the world's oldest organized
sports, some of the most-watched events of Olympic broadcasts, the #1
high school and junior high school participatory sport and more than 30
million adult runners in the United States. For more information on
USATF, visit www.usatf.org .
Marketing & Communications Coordinator
USA Track & Field
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