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New track-and-field chief aims to end sport's strife

July 18, 2012
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Max Siegel knows something about maneuvering through traffic on a fast track.

So the former NASCAR team executive didn’t hesitate in May to take a two-year contract to be CEO of USA Track and Field, an Indianapolis-based sports governing body known for its political environment and divergent viewpoints.

Undaunted by that reputation, Siegel is promising to pull athletes, their agents, sponsors, event promoters and the sport’s television partners together to lift track and field’s image and revenue – especially domestically.

And he wants to bring big-time track and field meets back to the IUPUI track stadium on a regular basis.
 

il-siegel-max-15col.jpg Max Siegel, a former attorney at Baker & Daniels LLP, joined USA Track and Field as CEO in May. (IBJ Photo/ Perry Reichanadter)

Siegel has met with representatives of the Indiana Sports Corp. and the mayor’s office, and he’s had discussions with Indiana Pacers President Jim Morris and Browning Investments Inc. CEO Michael Browning – leaders in the city’s amateur sports community – about increasing exposure for track and field and bringing some of the sport’s spotlight events here.

He also has met with leaders from USATF’s primary TV partners – NBC and ESPN –and its primary sponsor, Nike. He plans to launch an ambitious marketing campaign on the heels of this summer’s London Olympics, which begin July 27.

People within the sport describe Siegel, 47, as a more politically savvy and congenial version of his predecessor at USATF, former Major League Soccer executive Doug Logan, who was fired in 2010.

Steve Miller, the USATF board member who led the CEO search, said Siegel’s interview for the position “was killer. He was armed with a tremendous amount of information. His vision was very clear.”

Greg Harger, who coaches an Indianapolis-based track and field team made up of Olympic hopefuls, is optimistic Siegel will balance the needs of the sport’s sponsors and TV partners with that of the athletes.

“I haven’t heard a bad word about Max Siegel in this town or otherwise,” Harger said. “I am hopeful that someone with this kind of marketing background can tackle some of the big and obvious issues facing the sport.”

Siegel must start by listening to USATF’s member athletes, Harger said, something that hasn’t happened in recent years.

“The national office has been running roughshod and it’s ridiculous,” he said.

The recent U.S. Olympic trials, one of USATF’s most high-profile events, provided a rough start for Siegel.

The entire Olympic trials in Oregon were overshadowed by the controversy in the women’s 100-meter dash, in which Jeneba Tarmoh and Allyson Felix appeared to tie for third place.

Siegel and his staff were left hurrying for a solution since they had no procedures in place to deal with the situation. USATF officials even considered a coin flip to determine the outcome.

Further complicating the situation: Tarmoh initially was declared the third-place finisher, earning her the last spot on the U.S. 100-meter-dash Olympic team.

After the two runners agreed to a prime-time run-off on NBC, Tarmoh pulled out the day of the scheduled race, saying she thought she had won the original race.

The prime-time run-off would have been a boon for U.S. track and field. Instead, it turned into a black eye, sports marketers said.

Familiar territory

If Siegel is looking for allies in his effort to polish USATF’s image, he’ll likely find them on familiar ground.

Allison Melangton, who is wrapping up her work as 2012 Super Bowl Host Committee CEO and will take over as president of the Indiana Sports Corp. in September, said she is pleased that someone with Indiana roots is taking USATF’s top job.

“Max knows Indiana and the Sports Corp. well and is passionate about Indianapolis,” Melangton said. “Having Max in that position is a win-win.”

Siegel spent his early career working for Jack Swarbrick as a sports and entertainment attorney at Baker & Daniels LLP before becoming president of Sony’s Zomba Gospel, the world’s largest gospel record company. In 2007, he became president of global operations for Charlotte, N.C.-based NASCAR team Dale Earnhardt Inc. After he left DEI in 2009, he worked as a consultant for NASCAR, launching diversity programs and starting several youth initiatives within the stock car series.

Melangton said Siegel won’t be afraid to make bold changes at USATF.

“Max is a visionary leader and a person that analyzes all the angles,” said Melangton, who first collaborated with Siegel in her days with USA Gymnastics in 1991. “He’s a very skilled and talented leader.”

Melangton is set to meet with Siegel, a native Hoosier and University of Notre Dame graduate, soon to discuss future possibilities and partnerships.

While Melangton said there’s no agenda for their meeting, she made no secret about her interest in bringing national and international track and field events back to Indianapolis.

Built in 1982, the Michael A. Carroll Track & Soccer Stadium at IUPUI once held some of the world’s biggest meets, including the 1988 Olympic Trials. But over the last decade, big-time events there have been infrequent. The last one was the 2007 USATF national championships.

IUPUI recently installed a $1.2 million artificial all-season surface on the track’s infield, but sources close to the sport said the facility needs another $1 million to $2 million in improvements.

“Certainly, getting events into the IUPUI track is on [ISC’s] agenda,” said Melangton, who will replace retiring ISC President Susan Williams. “We want to keep the track in play for national and international events.”

Leveraging pop culture

Siegel thinks the sport can grow revenue by raising the profile of its athletes, which will in turn bring more attention to its events.

“USATF does no advertising,” Siegel said. “None. How can that be? We have compelling stories to tell.”

Siegel is promising to use his media contacts to find some less traditional means of exposure for track-and-field athletes.

“I not only want to work with our TV partners at NBC and ESPN, but I want to diversify, seeking a bigger audience in the African-American and Hispanic markets,” Siegel said. “I want more exposure on ESPN’s SportsCenter, but I also want to forge partnerships with outlets such as [Black Entertainment Television Networks] and gain exposure on programs like ‘Access Hollywood.’

“I’m big on integrating this sport into mainstream pop culture. I want to appeal not only to sports fans, but to become culturally relevant to your mom or a teenager.”

Getting that additional exposure is just one item on a long to-do list that includes improving the event schedule, increasing sponsorship revenue, developing a long-term growth plan, and growing USATF membership.

One of Siegel’s most pressing jobs will be extending USATF’s deal with Visa, which expires after this year. Visa – along with BMW, Nike and Gatorade – is the lifeblood of USATF and its programs. Sponsorship revenue accounts for almost 60 percent of overall revenue.

“Revenue growth is my most pressing concern, but it’s important to remember the most important sponsor is the one you already have,” Siegel said.

USATF’s biggest expenses are elite athlete development and support, but the group also pays to host 20 to 25 cross-country and track events annually, youth and master’s programming, and other member services.

If Siegel can keep his own staff and board of directors happy, he’ll be doing more than his predecessor.

Logan was hired in 2008 and promised to double the organization’s budget from $15 million to $30 million within four years and clean up the Olympic selection process and training programs along the way.

While Logan made some progress, including increasing the organization’s budget by about $5 million, he was fired by the board he helped restructure—cutting its size from 27 to 15 members. Logan lasted just two years.

Ironically, Siegel took a seat on the organization’s board during Logan’s overhaul. After Logan was fired, Siegel’s firm was hired as a consulting agency.

Siegel said he’s happy with the composition of USATF’s board and staff and “won’t grow for growth’s sake.”

“I think if you grow revenue – and that’s my intention – the staff will grow as a result of that.”•
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  • I tossed a siscus in the air I know not where....
    http://www.theindianalawyer.com/new-...e/29230?page=2 While there are many other talking points to hone in on- this one reminds me that thinking things ALL the way through is important. ... the shin bone is connected to the knee bone and the knee bone is connected .... Quote: Built in 1982, the Michael A. Carroll Track & Soccer Stadium at IUPUI once held some of the world’s biggest meets, including the 1988 Olympic Trials. But over the last decade, big-time events there have been infrequent. The last one was the 2007 USATF national championships. IUPUI recently installed a $1.2 million artificial all-season surface on the track’s infield, but sources close to the sport said the facility needs another $1 million to $2 million in improvements. “Certainly, getting events into the IUPUI track is on [ISC’s] agenda,” said Melangton, who will replace retiring ISC President Susan Williams. “We want to keep the track in play for national and international events.” Psst.... unless the extra one to two million bucks is to rip up the recently installed 1.2 million dollar artificial all-season surface on the track’s infield and lay turf this is not a very good sign. In allweather infield stadiums the throws must be relegated to another site-- In my opinion this is not a plus Mr. CEO. __________________
  • Max should learn to return calls
    Since May, there have been influential people attempting to contact Max however after 3 months of trying, those call have yet to be returned.

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  1. I have been on this program while on parole from 2011-2013. No person should be forced mentally to share private details of their personal life with total strangers. Also giving permission for a mental therapist to report to your parole agent that your not participating in group therapy because you don't have the financial mean to be in the group therapy. I was personally singled out and sent back three times for not having money and also sent back within the six month when you aren't to be sent according to state law. I will work to het this INSOMM's removed from this state. I also had twelve or thirteen parole agents with a fifteen month period. Thanks for your time.

  2. Our nation produces very few jurists of the caliber of Justice DOUGLAS and his peers these days. Here is that great civil libertarian, who recognized government as both a blessing and, when corrupted by ideological interests, a curse: "Once the investigator has only the conscience of government as a guide, the conscience can become ‘ravenous,’ as Cromwell, bent on destroying Thomas More, said in Bolt, A Man For All Seasons (1960), p. 120. The First Amendment mirrors many episodes where men, harried and harassed by government, sought refuge in their conscience, as these lines of Thomas More show: ‘MORE: And when we stand before God, and you are sent to Paradise for doing according to your conscience, *575 and I am damned for not doing according to mine, will you come with me, for fellowship? ‘CRANMER: So those of us whose names are there are damned, Sir Thomas? ‘MORE: I don't know, Your Grace. I have no window to look into another man's conscience. I condemn no one. ‘CRANMER: Then the matter is capable of question? ‘MORE: Certainly. ‘CRANMER: But that you owe obedience to your King is not capable of question. So weigh a doubt against a certainty—and sign. ‘MORE: Some men think the Earth is round, others think it flat; it is a matter capable of question. But if it is flat, will the King's command make it round? And if it is round, will the King's command flatten it? No, I will not sign.’ Id., pp. 132—133. DOUGLAS THEN WROTE: Where government is the Big Brother,11 privacy gives way to surveillance. **909 But our commitment is otherwise. *576 By the First Amendment we have staked our security on freedom to promote a multiplicity of ideas, to associate at will with kindred spirits, and to defy governmental intrusion into these precincts" Gibson v. Florida Legislative Investigation Comm., 372 U.S. 539, 574-76, 83 S. Ct. 889, 908-09, 9 L. Ed. 2d 929 (1963) Mr. Justice DOUGLAS, concurring. I write: Happy Memorial Day to all -- God please bless our fallen who lived and died to preserve constitutional governance in our wonderful series of Republics. And God open the eyes of those government officials who denounce the constitutions of these Republics by arbitrary actions arising out capricious motives.

  3. From back in the day before secularism got a stranglehold on Hoosier jurists comes this great excerpt via Indiana federal court judge Allan Sharp, dedicated to those many Indiana government attorneys (with whom I have dealt) who count the law as a mere tool, an optional tool that is not to be used when political correctness compels a more acceptable result than merely following the path that the law directs: ALLEN SHARP, District Judge. I. In a scene following a visit by Henry VIII to the home of Sir Thomas More, playwriter Robert Bolt puts the following words into the mouths of his characters: Margaret: Father, that man's bad. MORE: There is no law against that. ROPER: There is! God's law! MORE: Then God can arrest him. ROPER: Sophistication upon sophistication! MORE: No, sheer simplicity. The law, Roper, the law. I know what's legal not what's right. And I'll stick to what's legal. ROPER: Then you set man's law above God's! MORE: No, far below; but let me draw your attention to a fact I'm not God. The currents and eddies of right and wrong, which you find such plain sailing, I can't navigate. I'm no voyager. But in the thickets of law, oh, there I'm a forester. I doubt if there's a man alive who could follow me there, thank God... ALICE: (Exasperated, pointing after Rich) While you talk, he's gone! MORE: And go he should, if he was the Devil himself, until he broke the law! ROPER: So now you'd give the Devil benefit of law! MORE: Yes. What would you do? Cut a great road through the law to get after the Devil? ROPER: I'd cut down every law in England to do that! MORE: (Roused and excited) Oh? (Advances on Roper) And when the last law was down, and the Devil turned round on you where would you hide, Roper, the laws being flat? (He leaves *1257 him) This country's planted thick with laws from coast to coast man's laws, not God's and if you cut them down and you're just the man to do it d'you really think you would stand upright in the winds that would blow then? (Quietly) Yes, I'd give the Devil benefit of law, for my own safety's sake. ROPER: I have long suspected this; this is the golden calf; the law's your god. MORE: (Wearily) Oh, Roper, you're a fool, God's my god... (Rather bitterly) But I find him rather too (Very bitterly) subtle... I don't know where he is nor what he wants. ROPER: My God wants service, to the end and unremitting; nothing else! MORE: (Dryly) Are you sure that's God! He sounds like Moloch. But indeed it may be God And whoever hunts for me, Roper, God or Devil, will find me hiding in the thickets of the law! And I'll hide my daughter with me! Not hoist her up the mainmast of your seagoing principles! They put about too nimbly! (Exit More. They all look after him). Pgs. 65-67, A MAN FOR ALL SEASONS A Play in Two Acts, Robert Bolt, Random House, New York, 1960. Linley E. Pearson, Atty. Gen. of Indiana, Indianapolis, for defendants. Childs v. Duckworth, 509 F. Supp. 1254, 1256 (N.D. Ind. 1981) aff'd, 705 F.2d 915 (7th Cir. 1983)

  4. "Meanwhile small- and mid-size firms are getting squeezed and likely will not survive unless they become a boutique firm." I've been a business attorney in small, and now mid-size firm for over 30 years, and for over 30 years legal consultants have been preaching this exact same mantra of impending doom for small and mid-sized firms -- verbatim. This claim apparently helps them gin up merger opportunities from smaller firms who become convinced that they need to become larger overnight. The claim that large corporations are interested in cost-saving and efficiency has likewise been preached for decades, and is likewise bunk. If large corporations had any real interest in saving money they wouldn't use large law firms whose rates are substantially higher than those of high-quality mid-sized firms.

  5. The family is the foundation of all human government. That is the Grand Design. Modern governments throw off this Design and make bureaucratic war against the family, as does Hollywood and cultural elitists such as third wave feminists. Since WWII we have been on a ship of fools that way, with both the elite and government and their social engineering hacks relentlessly attacking the very foundation of social order. And their success? See it in the streets of Fergusson, on the food stamp doles (mostly broken families)and in the above article. Reject the Grand Design for true social function, enter the Glorious State to manage social dysfunction. Our Brave New World will be a prison camp, and we will welcome it as the only way to manage given the anarchy without it.

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