About Us


Max Siegel Inc. (“MSI”) a marketing and media agency that specializes in sports, entertainment and multicultural marketing created by Max Siegel. MSI works with brands to meet lifestyle, entertainment and diversity needs in different industries. Max Siegel Inc.’s core capabilities include grassroots outreach, multicultural marketing, brand management, advertising, mainstream marketing, social media, licensing, content creation, talent representation and media rights. By focusing on audience-driven messaging unique to each client, every message is designed and delivered successfully to reach a specific target audience.

Our full-service creative and marketing staff consists of professionals ready to help our partners achieve and exceed their goals. With experts in print and digital marketing, PR and communications, and the latest trends and capabilities in video, design, and social media.


About Max Siegel

Working in various executive capacities in the sports and entertainment fields over the last 20 years, Max Siegel’s track record has consistently been one of exceptional financial growth and competitive success.

A cum laude graduate of The Notre Dame Law School, Siegel made history as the highest ranking African-American executive in NASCAR when he became President of Global Operations at Dale Earnhardt, Inc. (DEI), one of the sport’s leading franchises. While at DEI, Siegel sold tens of millions of dollars in sponsorships accomplishing something remarkable for a national governing body. Previously Senior Vice President at Sony/BMG and President of Zomba Gospel, Tommy Boy Gospel and Verity Records, Siegel also led one of the most profitable divisions in the Sony/BMG system. As a music executive, he increased top-line revenue and reduced expenses to yield unprecedented profit in the gospel industry. He also was part of the executive team overseeing the careers of stars such as Britney Spears, Justin Timberlake, and Usher.

Siegel is a former director on the board of USA Track & Field and the USA Swimming Foundation. Additional Olympic-family experience includes work with USA Gymnastics, USA Skiing, USA Swimming and the Goodwill Games while an attorney with Indianapolis-based Faegre Baker Daniels. In addition to representing sports figures such as Hall of Famers Reggie White and Tony Gwynn during their careers, he has created literary, television and film properties. His works include the 2010 BET Network series, “Changing Lanes,” and the 2011 ESPN documentary, “Wendell Scott: A Race Story” about the life of NASCAR Hall Of Fame driver. Scott was recently inducted into the NASCAR Hall of Fame in 2014.

Max Siegel also is the author of “Know What Makes Them Tick: How to Successfully Negotiate Almost Any Situation.”

Siegel has appeared on Oprah, NPR’s Tavis Smiley, ABC’s Good Morning America, ESPN, CBS and CNBC; in print, he has been featured in the Wall Street Journal, USA Today, the New York Times, Crain’s New York Business, Black Enterprise, Billboard Magazine, among many others.

Siegel is currently CEO of two companies. The nationally-renowned sports and entertainment executive is the owner of Max Siegel Inc. (MSI), a sports, marketing, entertainment, and media holding company. Through MSI he works with brands to meet lifestyle, entertainment and diversity needs in different industries. In addition, Siegel is currently serving as the fourth CEO of USA Track & Field. In 2013, Siegel launched the Max Siegel Inc. Youth Foundation and The Rev Racing Motorsports Academy headquartered in Indianapolis, Indiana.

As the current owner of Rev Racing, Siegel took NASCAR’s Drive for Diversity Program and advanced it from a fledging effort to add diversity to the sport into a competitive juggernaut on the racetrack. In 2011, his team’s drivers won 50 percent of all races on the K&N Pro Series East circuit, NASCAR’s top developmental circuit.

The first African-American to graduate with honors from Notre Dame law school, Siegel has served adjunct professorships in Sports & Entertainment Law (Indiana University School of Law-Indianapolis) and Law of the Music Business (Seton Hall University, Newark, N.J.). Siegel is a native of Indianapolis and resides in the city.



Brand Management

  • Marketing Strategies
  • Public Relations
  • Sponsorship Management

Talent Representation/Development

  • Crisis Management
  • Team Management
  • Image Management
  • Motorsports
  • Athlete Management

Intellectual Property Rights Management

  • Endorsements
  • Licensing
  • Public Appearances

Content Production Distribution

  • Television Production
  • Film Production
  • Music Production
  • Programming Packaging/Placement

Philanthropic Initiatives

  • Non-Profit Organization Formation
  • Programming Strategies and Management
  • Fundraising Initiatives
  • Event Planning

Multicultural Marketing

  • Marketing Strategies
  • Community Outreach
  • Audience Analysis

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