USA Track and Field Employ Former Board Member to Boost Commercial Success

USA Track and Field (USATF) has hired a former board member Max Siegel to coordinate its marketing, sponsorship and publicity operations as it attempts to improve visibility and bring more money into the sport.

USATF have struggled to gain commercial success when the sport has not been in the spotlight during Olympic year but Siegel’s appointment will look to remedy this.

USATF will work with a sports marketing company run by Siegel, who recently stepped down from the USATF board. Siegel is a former president of global operations at Dale Earnhardt Inc. and has also worked with Olympic swimming, gymnastics and skiing programs.

Siegel will work with USATF’s recently created integrated marketing communications department in hopes of increasing revenue by adding corporate sponsors, improving relationships with existing sponsors, and producing custom broadcast and new media content.