Max Siegel: Growing USA Track & Field Through LA28

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Max Siegel has been the chief executive officer at USA Track & Field since May 2012, making him one of the longest-tenured CEOs in the U.S. Olympic movement. During that time, USA Track & Field has remained one of the best-performing NGBs and made huge strides in the sponsorship landscape thanks to a long-term deal with Nike.

Coming off the 2022 World Athletics Championships in Eugene, Oregon, the first time the event has been held in the United States, Siegel sat down with SportsTravel Managing Editor Matt Traub to discuss how the world championships went, plans to grow the sport of track and field dramatically leading up to LA28, sponsorship and branding on the NGB and individual athlete levels and so much more.

Among the topics discussed in this episode:

• His impressions of the World Athletics championships in Eugene, Oregon (2:10)
• Bringing more high-profile track and field events to the United States (3:26)
• Plans for a major national series in the coming years (5:05)
• How small- or medium-sized cities can bring events to town (6:48)
• What new indoor track and field venues mean for the sport’s resonance (8:57)
• USA Track & Field’s role in helping athletes such as Sydney McLaughlin get broader exposure (10:15)
• The NGB’s emphasis on diversity initatives as an organization and commercially (11:54)
• Focusing on Paris 2024 and the buildup to LA28 (13:32)
• The key to his longevity at USA Track & Field for so long and his biggest challenge running an NGB (14:52)
• Expanding revenue over the years, highlighted by a long-term deal with Nike (17:08)
• The USOPC/NGB relationship on expanding revenue and working collaboratively (18:56)
• Partnering with other summer NGBs and markets as a package sponsorship to interested partners (20:34)
• The collegiate scene and how Name, Image and Likness affects developing athletes (21:57)
• How LA28 can reinvigorate the Olympic movement throughout the United States (23:48)
• His role in owning Rev Racing, a NASCAR team (25:32)
• Favorite track and field event (27:03)
• The one venue — or two — a fan must attend to become a convert to the sport (28:08)

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