Nationally renowned sports and entertainment executive Max Siegel became the fourth CEO of USA Track & Field on May 1, 2012. Since that time, he has led USATF to financial growth and programmatic evolution that is unprecedented in the Olympic family, including:
An 83.2% increase in annual revenue from 2011 to 2014
A nearly five-fold growth in total assets from 2011 to 2014
Twelve new partnership announcements, including seven in 2014 alone
Four new contracts with existing partners, including , a historic new contract with Nike
The launch of a new athlete revenue distribution plan to support members of the USATF National Team and reward their success
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
Programmatic support and budget growth for all USATF constituencies
Among the new partnerships driving USATF’s growth and new business model are those with The Hershey Company, Chobani, Rosetta Stone, Garden of Life, 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.
Changes to the bottom line have been coupled with new USATF programs. Under Siegel’s leadership and direction, USATF’s increased investment in sport science programs and the athlete revenue distribution plan have been the programmatic hallmarks of elite athlete funding and support. As support has increased, so has the performance of USATF athletes: at the 2016 Rio Olympic Games, USATF had its most successful showing at a non-boycotted Games since 1932, winning 32 medals.
Elite athletes are not alone in seeing increased support. All constituencies, including youth, masters, long-distance running, officials, and race walk, have new programs or funding levels in the last four years.
His achievements at USATF further complement 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.
Links and coverage
Max Siegel is marketing genius leading USATF: http://www.usatoday.com/story/sports/olympics/rio-2016/2016/06/06/ceo-max-siegel-marketing-genius-leading-usatf/85513150/
2014 State of the Sport deck: https://www.usatf.org/usatf/files/1c/1ca109b3-08a2-4c92-94b8-ad9d1e8edb4a.pdf
Darren Rovell of ESPN on USATF-Nike deal: http://espn.go.com/olympics/story/_/id/10791755/nike-extends-sponsorship-deal-usa-track-field-team
3Wire Sports: http://www.3wiresports.com/2014/11/20/two-vote-loss-reason-optimism/
USATF partnership announcements:
Garden of Life Named Official Sponsor of USATF
USATF and Chobani partner to naturally power track
KT Tape named Official Tape Sponsor of USATF
NormaTec joins USATF as Affinity Partner
USATF partners with airweave to support athletes
USA Track & Field Announces Partnership with Hershey Through 2020
USATF and NIKE Inc. sign long-term partnership
USA Track & Field Selects University of Phoenix as Official Education Partner
USA Track & Field and Coach’s Eye create world-class experience
Rosetta Stone the New Official Language-Learning Solution of USATF
USATF announces HOKA as sponsor of Middle Distance Classic
USATF launches .US National Road Racing Championships