Nationally renowned sports and entertainment executive Max Siegel became the fourth CEO of USA Track & Field on May 1, 2012. In his first 32 months on the job, Siegel led USATF to financial growth and programmatic evolution that is unprecedented in the Olympic family, including:
An 84.2% increase in annual revenue from 2011 to 2014
A nearly five-fold growth in net assets from 2011 to 2014
Ten partnership announcements, including seven in 2014 alone, and a historic new contract with Nike
An $11M increase in programmatic/budgetary spending from 2011 to 2015
A $1M decrease in operating expenses
The establishment of USATF’s online webcasting portal, USATF.tv
Program, support and budget growth for all USATF constituencies
At USATF, Siegel quickly went to work on growing the USATF business. Since February 2013, USATF has made ten partnership announcements, including seven in 2014. Among those are partnerships with The Hershey Company, Neustar, Subway, Rosetta Stone, the University of Phoenix, Coach’s Eye, and a landmark deal with Nike that drew the attention of the national and international sports business communities. In recognition of Siegel’s success in sponsorship and marketing, IAAF President Sebastian Coe in March of 2016 appointed him chair of the IAAF Marketing Commission.
Changes to the bottom line have been coupled with new USATF programs, particularly in the youth and elite athlete spaces but inclusive of all USATF constituencies. The result is a new business model for the Olympic family’s most historic NGB.
His early work at USATF further complements Siegel’s more than 20 year track record of financial growth and competitive success in the sports and entertainment industries.
He previously served as President of Global Operations at Dale Earnhardt Inc., where he sold tens of millions of dollars in sponsorship; and as Senior Vice President at Sony/BMG and as President of Zomba Gospel, Tommy Boy Gospel and Verity Records, where he 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.
As the 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. In 2012, Rev Racing driver Kyle Larson became the first Drive for Diversity Driver to win the K&N Pro Series East title. Larson and Rev Racing alums Darrell Wallace Jr. and Daniel Suarez all drive in national NASCAR series, with Larson earning Rookie of the Year honors for the 2013 Nationwide Series and Suarez set to join the Nationwide Series in 2015. In October, 2013, Wallace became the first African-American driver in 50 years to win in one of NASCAR's national series. The only previous win by an African American driver was by Wendell Scott in 1963. Siegel in 2011 produced a documentary about Scott’s accomplishments.
Siegel is a former director on the boards 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 he was an attorney with Indianapolis-based Baker & Daniels in the 1990s. 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, including the 2010 BET Networks series, “Changing Lanes,” and the 2011 ESPN documentary, “Wendell Scott: A Race Story.” Scott was later selected as an inductee into the NASCAR Hall of Fame for 2015. 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, and CNBC; in print, he has been featured in the Wall Street Journal, USA Today, the New York Times, Ebony’s Power 100, Crain’s New York Business, Black Enterprise and Billboard Magazine, among many others.
The first African-American to graduate with honors from Notre Dame law school, Siegel is a native of Indianapolis.