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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. A traditional parade of attorneys? Really Evansville? Y'all need to get out more. When is the traditional parade of notaries? Nurses? Sanitation workers? Pole dancers? I gotta wonder, do throngs of admiring citizens gather to laud these marching servants of the constitution? "Show us your billing records!!!" Hoping some video gets posted. Ours is not a narcissistic profession by any chance, is it? Nah .....

  2. My previous comment not an aside at court. I agree with smith. Good call. Just thought posting here a bit on the if it bleeds it leads side. Most attorneys need to think of last lines of story above.

  3. Hello everyone I'm Gina and I'm here for the exact same thing you are. I have the wonderful joy of waking up every morning to my heart being pulled out and sheer terror of what DCS is going to Throw at me and my family today.Let me start from the !bebeginning.My daughter lost all rights to her 3beautiful children due to Severe mental issues she no longer lives in our state and has cut all ties.DCS led her to belive that once she done signed over her right the babies would be with their family. We have faught screamed begged and anything else we could possibly due I hired a lawyer five grand down the drain.You know all I want is my babies home.I've done everything they have even asked me to do.Now their saying I can't see my grandchildren cause I'M on a prescription for paipain.I have a very rare blood disease it causes cellulitis a form of blood poisoning to stay dormant in my tissues and nervous system it also causes a ,blood clotting disorder.even with the two blood thinners I'm on I still Continue to develop them them also.DCS knows about my illness and still they refuse to let me see my grandchildren. I Love and miss them so much Please can anyone help Us my grandchildren and I they should be worrying about what toy there going to play with but instead there worrying about if there ever coming home again.THANK YOU DCS FOR ALL YOU'VE DONE. ( And if anyone at all has any ideals or knows who can help. Please contact (765)960~5096.only serious callers

  4. He must be a Rethuglican, for if from the other side of the aisle such acts would be merely personal and thus not something that attaches to his professional life. AND ... gotta love this ... oh, and on top of talking dirty on the phone, he also, as an aside, guess we should mention, might be important, not sure, but .... "In addition to these allegations, Keaton was accused of failing to file an appeal after he collected advance payment from a client seeking to challenge a ruling that the client repay benefits because of unreported income." rimshot

  5. I am not a fan of some of the 8.4 discipline we have seen for private conduct-- but this was so egregious and abusive and had so many points of bad conduct relates to the law and the lawyer's status as a lawyer that it is clearly a proper and just disbarment. A truly despicable account of bad acts showing unfit character to practice law. I applaud the outcome.

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