The sport is stagnant in the United States. What's at issue now is that, like a patient in therapy, USATF realized that it might, you know, actually help itself - in this case, its business model - if it just acknowledged it first had a problem and was then willing to do something constructively about it. The CEO thing is an entirely separate discussion at USATF. If you were paying attention at the USOC assembly last month in Colorado Springs, you saw him there and might have wondered why. Siegel is a former director on the USATF board and the USA Swimming Foundation he has ties to other Olympic sports as well. Nothing gets done in the Olympic world without relationships. Each lasted a short time.Ĭritically, Siegel is not being hired to run USATF itself.įor emphasis, USATF has an interim chief executive, Mike McNees, who has kept things moving steadily, quietly forward, seeking little screen credit. Olympic Committee, for instance, turned twice over the past 10 years to outsiders for its chief executive position - Stephanie Streeter and Lloyd Ward. Other Olympic bodies, of course, have also gone outside the so-called "Olympic family" with similarly dim results.
It hired Doug Logan, a change agent, to be its chief executive officer soon enough, it didn't like the changes Logan proposed it then fired the agent. USATF has tried substantive change in the not-too-distant past. When he assesses track and field, he said in an interview, "I see all these heroes and I see the opportunity to expand the brand." The freaky thing is that Siegel actually wants to help USATF. In short, Siegel is a winner across sports, sponsorship and entertainment lines.
It creates literary, television and film properties, including the 2010 BET Network series, "Changing Lanes," and the ESPN documentary, "Wendell Scott: A Race Story." His company, MSI, represents sports figures and organizations. Now he is has his own race team, Revolution Racing, and it wins. and a senior executive at Sony/BMG, serving on the executive team overseeing pop stars such as Britney Spears, Justin Timberlake, Usher and then gospel greats such as Kirk Franklin, Fred Hammond and Donnie McClurkin. Siegel was president of global operations at Dale Earnhardt Inc.
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He has represented the likes of pro football star Reggie White and baseball great Tony Gwynn. No recitation of Siegel's extraordinary life story and career seems to do it justice. Siegel is a guy who gets the vision thing, the commercial thing and the relationship thing. as part of a wide-ranging plan to restructure its marketing and communications efforts, USATF boldly steps into the 21st century. In announcing Monday that it had retained Indianapolis-based Max Siegel Inc. What's this? USA Track & Field, arguably the most dysfunctional of all major American Olympic sports federations, maybe getting something not just right but possibly taking an ambitious step to profoundly reshape the future direction of the sport in the United States and even worldwide?
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