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 .