The 30 Most Powerful Women in Sports

Athletics are often championed as an excellent way to learn the power of teamwork, dedication, goal setting, pushing your limits and playing through pain. Everybody's Most Powerful Women in Sports is a shining example of those skills in action. It's not easy to help the way for future generations, battle gender opportunity and opportunity, sometimes the only time you are in the room and lead your brand or team to new heights all at the same time. But then again, if it were easy, the women on our list probably would not be interested. —Kristina Feliciano Alex MorganCaptain, USA Women’s Soccer Team, Olympic Gold Medalist, FIFA World ChampionCharlotte Jones AndersonEVP & Chief Brand Officer, Dallas Cowboys, Chairman, NFL FoundationAlexys FeasterSenior Director of Player Development, NBAJill GregoryEVP & Chief Marketing Officer, NASCARKim DavisEVP, Social Impact, Growth Initiatives & Legislative Affairs, NHLJanet Marie SmithSVP, Planning and Development, LA DodgersJennifer StormsCMO and Executive Vice President, Content Strategy, NBC Sports GroupKatie MyersExecutive, CAA Brand ConsultingJohanna FariesCommissioner of the Call of Duty League, Activision Blizzard EsportsLaura GentileSVP Marketing, ESPNLindsay Kagawa ColasSVP, Women and Olympics, WassermanStephanie McMahonChief Brand Officer, WWECynt MarshallCEO, Dallas MavericksLou TaylorFounder and CEO, Tri Star Sports and Entertainment GroupJoAnn NealePresident, Major League SoccerBarbara McHughSVP, Marketing, MLBRenie AndersonEVP, Chief Revenue Officer, NFLRonalee Zarate-BayaniCMO, LA RamsDeborah WahlCMO, CadillacLynne BiggarChief Marketing & Communications Officer, VisaLaura MieleChief Studios Officer, EAMichelle PelusoSVP Digital Sales & CMO, IBM Nike Board MemberKelly DunneEVP, CBS Sports MarketingDiana O’BrienGlobal CMO, DeloitteMonica RustgiVP, Marketing, BudweiserCeleste BurgoyneEVP, Americas & Global Guest Innovation, LululemonAlisha ValavanisCEO & GM, Seattle StormChristy HedgpethChief Operating Officer, WNBAClaudia TeranEVP of Business & Legal Affairs, Fox SportsVal AckermanCommissioner of the BIG EAST Conference×Alex Morgan Captain, USA Women’s Soccer Team, Olympic Gold Medalist, FIFA World Champion > Mary Beth Koeth; Styled by Mila Gonzalez Kastari; Glam by Christina Cherbonner and Karla Serrano Highlight reel Olympic gold medalist; played in three World Cups (2011—youngest player on the team—2015, 2019); named 2018’s U.S. Soccer Female Player of the Year; 106 career goals (after record-tying five goals in World Cup 2019 game against Thailand); part of a groundbreaking lawsuit filed this year on International Women’s Day against the United States Soccer Federation, the sport’s national governing body, citing gender discrimination in pay, travel, training, medical treatment and playing conditions. Alex Morgan of USA, left, and Warunee Phetwiset of Thailand during the 2019 FIFA Women's World Cup France group F match between USA and Thailand at Stade Auguste Delaune on June 11, 2019, in Reims, France Jean Catuffe — Getty Images Brand affiliations Nike, McDonald’s, Procter & Gamble, Coca-Cola, Beats by Dre, Mueller athletic tape, Molecule. Favorite causes Unicef Kid Power, Boys & Girls Clubs of America, ASPCA, equal pay for women. On the horizon 2020 Summer Olympics in Tokyo. Check out Adweek’s cover story on Morgan here. ×Charlotte Jones Anderson EVP & Chief Brand Officer, Dallas Cowboys, Chairman, NFL Foundation Courtesy of Dallas Cowboys Highlight reel Opened The Star in Frisco, a 91-acre mixed-use destination and Cowboys world HQ, and AT&T Stadium, host facility for Super Bowl XLV, WrestleMania 32 and Cotton Bowl Classic, among other events; created Dallas Cowboys Thanksgiving Day halftime show that kicks off Salvation Army’s Red Kettle Campaign, increasing donations by more than $2 billion annually. (She’s also the first female chair of the nonprofit’s national advisory board.) Pivotal career moment Building AT&T Stadium amid the 2008 recession “taught me that courage and determination are required to accomplish great things when the odds are stacked steeply against you.” Playbook for success “Always embracing the challenge of being told, ‘You can’t do this.’” Inspiring moment in women’s sports “Billie Jean King’s victory over Bobby Riggs in 1973 left an indelible impression on me as an eager 7-year-old child who was amazed [at] the spectacle of the event and the outcome of the match.” Billy Jean King raises her hands in triumph after defeating Bobby Riggs in the 'Battle of the Sexes' Challenge Match at the Astrodome on Sept. 20, 1973, in Houston, Texas. Focus on Sport/Getty Images On the horizon “Dedicating great effort to make the sport of football—at all levels—as safe as it can be, through educating parents and young athletes of the proper techniques involved in playing the game the right way so that our sport will continue to flourish for generations to come.” ×Alexys Feaster Senior Director of Player Development, NBA Courtesy of Alexys Feaster Highlight reel Enhanced off-the-court programs for players (healthy relationships, mental health) and community-based giving-back initiatives; debuted confidential hotline for reporting domestic violence, sexual assault; organized NBA’s first voter registration drive, with 40 rookies registering to vote for the first time; redesigned a support program for young players (Generation Next); launched National Basketball Wives Association to support underserved groups. Pivotal career moment Managing 500 influencers, including 100 athletes and celebrities like Jay Z and Alicia Keys, for President Obama’s 2012 re-election campaign. “That work was a powerful example of how sports and civic engagement can go hand in hand and make a lasting difference.” Rule that deserves to be broken “If you can’t say anything nice, don’t say anything at all.” Inspiring moment in women’s sports “In July 2016, members of the WNBA’s Minnesota Lynx team wore warm-up shirts that read ‘Change Starts With Us—Justice and Accountability’ in response to the shootings where black men were killed by police officers. During a time when the country needed unity, the women of the WNBA took the time to reflect individually and collectively about how they wanted to play a part in healing. They were courageous and prepared.” Lindsay Whalen #13, Maya Moore #23, Rebekkah Brunson #32, and Seimone Augustus #33 of the Minnesota Lynx attend a press conference before the game against the Dallas Wings on July 9, 2016, at Target Center in Minneapolis, Minnesota. David Sherman — NBAE via Getty Images Under-appreciated sports figure “Toni ‘Tomboy’ Stone was the first woman ever to play professionally in a men’s baseball league, in 1953, during Jim Crow. When you read her story, her singular focus to be a ballplayer, by any means necessary, is what stands out.” Toni Stone shortstop for the Indianapolis Clowns of the National Negro Leagues works out in a photograph around 1950 in Indianapolis, Indiana.Photo Reproduction by Transcendental Graphics/Getty Images On the horizon Expanding educational, leadership, voter registration and advocacy initiatives for players; building on Career Crossover program for post-NBA gigs; debuting the second NBA Women’s Leadership Forum. ×Jill Gregory EVP & Chief Marketing Officer, NASCAR Deevo Tindall Highlight reel Developed Nascar’s first new brand identity in 40 years; established the company’s first content strategy group; led efforts to strengthen fan engagement and cultivate younger, more diverse audiences; revamped Nascar’s marketing via analytics and insights. Pivotal career moment Managing the Nextel multimillion-dollar sponsorship of Nascar, “learning the importance of surrounding one’s self with talented people and growing a strong team. I also learned how critical it is to balance the ‘what’ (delivering results) with the ‘how’ (style and approach).” Best advice you received “My parents taught me to not let doubt or uncertainty get in the way of pursuing a goal or trying something new. Follow your own compass, and do what you think is right.” Under-appreciated sports figure “Racing pioneer Janet Guthrie had an amazing driving career and endured challenges in motorsports that weren’t well publicized at the time. Guthrie persevered when it would’ve been easy to give up on her dream of competing at the highest level of motorsports. She didn’t have role models to show her the way—she knew what she wanted to do and kept at it because it’s what she loved. And her name is now etched in history as the first woman to qualify and compete in both the Daytona 500 and the Indianapolis 500.” Janet Guthrie grins from the cockpit of her racer 5/22 after becoming the first woman ever to qualify for the Indianapolis 500 on March 22, 1976.Bettmann/Getty Images On the horizon Continuing to create immersive fan experiences through AR integrations, live 360-degree cameras in race cars; making actionable data-driven decisions based on fan interactions; showcasing unique stories of rising stars and seasoned drivers. ×Kim Davis EVP, Social Impact, Growth Initiatives & Legislative Affairs, NHL Melynda Pilon/National Hockey League Highlight reel Turning the league’s social-impact marketing into a year-round philosophy, expanding “Hockey Is for Everyone” with programs pegged to Gender Equality, Pride, Black History and other monthlong celebrations; helping establish a female advisory committee to advance inclusion in the sport; launching the first equity summit with the Billie Jean King Leadership Initiative for 250-plus sports, entertainment and business leaders. Pivotal career moment Surviving a takeover of Citytrust Bank by Chase as a marketing manager in 1991, and later becoming the first African-American woman to be promoted to svp. “The experience taught me resilience and the importance of bravery.” Advice for the next generation “Be brave, be confident, be humble, be helpful, be a constant learner, trust your instincts, be authentic and most of all be yourself.” Under-appreciated sports figure “My first idol was Althea Gibson, who was a trailblazing athlete who became the first great African-American player in women’s tennis. After many years and many injustices in the sport, it all came together when she won the French Open in 1956, followed by Wimbledon and U.S. Open titles in 1957 and 1958.” Althea Gibson during a play against Mrs. Z. Kormoczy of Hungary at the Tennis Championships at Wimbledon on June 27, 1957. Bettmann/Getty Images On the horizon Showcasing hockey as “bold, exciting, fast and inclusive” to speak to millennials and Gen Zers in the multicultural mainstream. ×Janet Marie Smith SVP, Planning and Development, LA Dodgers Jon Soo Hoo Highlight reel Transformed 1960s-era Dodger Stadium via $100 million remodel with expanded fan and player areas and tech updates, and turned team’s training facility in the Dominican Republic into a state-of-the-art venue; helped save historic Fenway Park during 10-year renovation; served as Yale School of Architecture distinguished visiting professor. Pivotal career moment Learning the Orioles were building a new park in downtown Baltimore. “I saw a chance to use those millions of fans to help reshape a city.” Rule that deserves to be broken “‘You can’t have it all.’ I don’t know what that means, but I have been lucky enough to have a happy marriage and three wonderful children. Seeing the world through their eyes has broadened my perspective and helped me think of my projects differently.” Under-appreciated sports figure “Perry Barber has been a baseball umpire for almost 40 years and a tireless advocate for women in this field.” David Wright at bat at the Mets spring training in 2008Courtesy of Perry Barber On the horizon “The Dodgers are always looking to improve the fan experience and enhance one of the most beautiful stadiums in all of sports.” ×Jennifer Storms CMO and Executive Vice President, Content Strategy, NBC Sports Group Jeffrey Ayers Highlight reel Led marketing that drew 233 million-plus viewers to Super Bowl LII and PyeongChang Olympics (snagged Sports Emmy for Olympics campaign); created On Her Turf with Refinery29, promoting women’s achievements and amplifying female voices via social media, photos, videos, graphics, podcasts, branded activations and event sponsorships; negotiated and managed more than $1 billion worth of global marketing partnerships while at PepsiCo, including a landmark 10-year NFL deal. Rule that deserves to be broken “‘If you want something done right, do it yourself.’ This is a defeating and limiting approach. Understanding your own strengths and limitations is a key to leadership, while equally important is the ability to recognize and empower others to contribute their unique value. We can go further together.” Advice for the next generation “Intellect, curiosity, collaboration and creativity will overcome gender stereotypes, if you are prepared and have the confidence to share your ideas.” On the horizon Growing SportsEngine as a revenue-driving platform and thought leader in youth sports. Also, “Full steam ahead for Tokyo 2020.” ×Katie Myers Executive, CAA Brand Consulting CAA Highlight reel Helped forge partnerships for JPMorgan Chase, including endorsement with Golden State Warriors star Stephen Curry and 20-year naming rights for Chase Center in San Francisco; managed Chase alliance with Madison Square Garden in New York; helped build global sports sponsorship strategy for Xerox, including U.S. Open partnership. Pivotal career moment Landing a job at CAA in 2012 as a Midwestern native who started in point-of-sale marketing and in-store coupon campaigns. “It is an opportunity I never take for granted and continues to keep me grounded and humble. It also is proof that anything is possible when you demonstrate resilience and determination.” Best advice you received “No one wants to do business with someone they can’t trust.” Under-appreciated sports figure “Kathrine Switzer is a total inspiration. She didn’t care that women weren’t allowed to run the Boston Marathon in the 1960s. She went for it anyway. An official even tried to stop her midrace and she kept going. I celebrate anyone who isn’t afraid to challenge rules and stand up for what they believe in.” Kathrine Switzer, of Syracuse, N.Y., center, during the Boston Marathon on April 19, 1967. Trainer Jock Semple, in street clothes, attempts to pull her out of the race. Bettmann/Getty Images On the horizon The Warriors’ new home, Chase Center, opening this fall. ×Johanna Faries Commissioner of the Call of Duty League, Activision Blizzard Esports Courtesy of Activision Blizzard Highlight reel Designing and overseeing new global sports league in gaming industry, a role that’s “almost always held by male executives”; part of the core team that reimagined NFL Draft as a city-based touring fan festival; co-led the restructuring of the NFL’s global apparel and consumer products rights deal in 2010, establishing industry-defining partnerships with Nike, New Era, Under Armour and others in the largest sports-league apparel deal of its time; led NFL’s social-justice initiative in the wake of “anthem-gate.” Pivotal career moment In the aftermath of Colin Kaepernick’s protest, being “thrown somewhat unexpectedly into extremely intense, high-level, high-impact negotiations. Through that experience, I really understood my value as a liaison and communicator, as well as my ability to withstand pressure situations.” Rule that deserves to be broken “That big business must be done in formal attire. I couldn’t disagree more.” Inspiring moment in women’s sports “When Brandi Chastain scored, slid and took off her shirt at the Women’s World Cup in 1999—as a serious soccer player growing up, that moment was everything.” Brandi Chastain of Team USA celebrates during the Women's World Cup against Team China at The Rose Bowl on July 10, 1999, in Pasadena, California.Jed Jacobsohn — Getty Images Under-appreciated sports figure “Lisa Lindahl and Polly Smith, the inventors of the sports bra in 1977. I think about and marvel at all the women’s sports achievements their efforts have made possible all over the world.” Founders of the Jogbra.Jogbra, Inc. Records, Archives Center, National Museum of American History, Smithsonian Institution On the horizon “The Call of Duty League! Established 2019. Launching 2020.” ×Laura Gentile SVP Marketing, ESPN Courtesy of ESPN Highlight reel Established espnW, a multimedia brand to serve women and girls; hosting 10th annual espnW: Women + Sports Summit; worked with the U.S. Department of State to found the Global Sports Mentoring Program, which so far has mentored seven groups of female executives from around the world. Pivotal career moment “The decision to stake my future on starting a women’s-focused business at ESPN. I believed in the idea and the opportunity to my core and stuck with it. We had an initial team of five women and we never quit on each other or the idea, and built support day by day, year by year. Ten years ago it wasn’t the sexiest idea or the most compelling area of opportunity. Now it’s pretty sexy!” Advice for the next generation “You must put in the time, the energy, the passion and the effort. As in sports, those who work the hardest, hone their craft and believe in themselves succeed.” On the horizon “We’ll be taking a few more risks and will be more cognizant of our relationship with fans and the emotional connection they have to us. All sports fans should be in love with ESPN—that’s our aim, and we’re working on the potion now.” ×Lindsay Kagawa Colas SVP, Women and Olympics, Wasserman Wasserman Highlight reel Negotiated first-ever maternity clause with a major shoe and apparel company, Nike/Jordan, for WNBA’s Maya Moore, a contract for the first out-LGBTQ athlete ever signed to major apparel brand, pro basketball’s Brittney Griner and Nike, and first inclusion rider for an athlete, gold medalist Simone Manuel, with swim brand TYR; reps Ibtihaj Muhammad, the first Muslim and first woman wearing a hijab to medal for the U.S. Olympic team. Pivotal career moment Losing the NCAA Championship volleyball tournament as Stanford’s team captain in 1999, despite being favored. “I was not fully present and didn’t have my team ready to be, either. That loss will forever remind me that you have to continue to earn success.” Best advice you received “‘Don’t go down looking.’ From my dad, who wanted to make sure I swung at a good pitch rather than strike out watching it go by. It’s a baseball reference, but like so many sports lessons, it translates well: You have to grab opportunities when they are there.” Under-appreciated sports figure “Wyomia Tyus was the first person of any gender to win Olympic gold medals in consecutive 100-meter events—first, in Tokyo 1964 and then in Mexico City in 1968. In Mexico City, the same Olympics where John Carlos and Tommie Smith raised their fists in iconic protest on the medal stand, Tyus opted for black shorts instead of her uniform shorts to also support the Olympic Project for Human Rights, an organization that stood in opposition to racial segregation. During media appearances, Tyus bravely supported Carlos and Smith’s controversial protest, saying, ‘I’m dedicating my medals to them. I believe in what they did.’ Her statement of solidarity was never printed anywhere.” America's Wyomia Tyus leads the girls as she races to cross finish line in the women's 100M dash to win the gold medal. Bettmann/Getty Images On the horizon “We’re only a year from the 2020 Olympics, and we have clients developing content—books, shows and series—and already shooting a range of campaigns that we are really proud of.” ×Stephanie McMahon Chief Brand Officer, WWE WWE Highlight reel Doubled the number of women on the WWE roster, hiring three female coaches and the first female referee; increased the female fan base to 40%; diversified the lineup with the first women from India and the Middle East; created Evolution, the first all-women pay-per-view event in WWE history, followed by the first main-event women’s match at WrestleMania 35 in April 2019 with Ronda Rousey, Charlotte Flair and Becky Lynch; established Connor’s Cure, raising nearly $3 million to fight pediatric cancer. Pivotal career moment Igniting and spearheading WWE’s women’s evolution, with greater representation and airtime for female WWE superstars to showcase their athleticism. “WWE particularly wanted to show women and little girls, who often look up to female superstars as heroes and role models, to follow their heart and never stop dreaming.” Advice for the next generation “Play to your strengths, believe in yourself and always have a voice in the room.” On the horizon The launch this fall of WWE’s multiyear partnership with the United Nations Foundation program Girl Up, creating Sports for a Purpose to tackle gender-based barriers for girls in sports. ×Cynt Marshall CEO, Dallas Mavericks JerSean Golatt Highlight reel Kicked off 100-day transformation plan at Mavericks in wake of 2018 Sports Illustrated exposé, an internal investigation that revealed a “corrosive environment” and “toxic workplace culture” in front office; adopted zero-tolerance policy, created playbook for female employees, hired new HR head, named chief ethics and compliance officer and established local leader advisory council; spent 36 years at AT&T, led D&I efforts, landing at No. 3 on Diversity Inc.’s top 50 companies in 2017. Pivotal career moment Initially declining an AT&T job offer that came with stipulations, some about cutting her hair and going by Cynthia or Cindy. “I took a stand for something that was absolutely and fundamentally important to me.” And reconsidering when the demands were dropped. “I probably gave 200 more percent knowing I could be my authentic self.” Rule that deserves to be broken “‘Keep your mouth closed.’” Under-appreciated sports figure Jenny Boucek, the first female coach in Mavericks history, who delivered her first child days after starting the job. “For her to come into the organization pregnant, and for [team officials] Mark Cuban, Rick Carlisle and Donnie Nelson to bring her in pregnant—I’m not sure a lot of other people would’ve done that. To see how they embraced and accepted this first woman, and to watch the contributions she’s made, it’s really impacted me. It’s working. It’s a model.” Jenny Boucek during the Dallas Mavericks vs. the Toronto Raptors game. Monica Borja/Dallas Mavericks On the horizon Creating a bench of strong leaders for the Mavs, focusing on executive women’s leadership across industries. ×Lou Taylor Founder and CEO, Tri Star Sports and Entertainment Group Courtesy of Tri Star Sports and Entertainment Group Highlight reel Launched business management firm in 1992, specializing in accounting, estate planning, royalty audits and other services for athletes, actors, musicians, entertainers; teaches money matters to NBA and NFL pros via unconventional methods like having $1 million in cash delivered to a session via Wells Fargo armored truck; built company to 115 employees, 70% female, and a roster that includes Mary J. Blige, Florida Georgia Line, Steven Tyler, Jennifer Lopez, Les Snead (L.A. Rams), Su’a Cravens (Denver Broncos) and the NFL’s Kenny Britt and Jeff Fisher. Pivotal career moment Pointing out when a client would run out of money and getting a harsh response from her boss at the time. “I decided right then and there that I was going to create a place where people cared about their role in a client’s life, one where you would step into the hard places so clients could have as much financial success as they did in their career.” Advice for the next generation “No one is going to hand you a career. You have to own your career, own your relationships and own your future.” Under-appreciated sports figure “Kelli Masters was the first woman to represent a No. 1 draft pick in the NFL. She is a lawyer and took her exam in 2005, at a time when she was the only woman in the room. This year, 36 women signed up to take the agents exam. Kelli paved the way, and I think she is overlooked for her accomplishment.” Kelli MastersCourtesy of Kelli Masters On the horizon “Tri Star has groundbreaking technologies coming for their clients. You will hear about it soon. I like being a disruptor.” ×JoAnn Neale President, Major League Soccer Major League Soccer Highlight reel Expanded role from legal counsel to human resources, administration, strategic planning and information tech leader during her 20-year MLS tenure; built player engagement department to help pros thrive off the pitch and after their athletic career; founded MLS Works, the league’s social-responsibility platform, and created Soccer for All to drive diversity and inclusion across the soccer community. Playbook for success “Tasks that are delegated might not turn out exactly as you would have liked, but perfect should not be the enemy of good. Productivity is as much about what you don’t do as what you do.” Rule that deserves to be broken “‘If it ain’t broke, don’t fix it.’ This school of thought is the antithesis of innovation and often an excuse to put things off due to complacency.” Best advice you received “Focus on the things you can control: work ethic, attitude, preparation and how you treat others. Everything else is a distraction and a waste of time and energy. I love this advice because it applies to every aspect of life!” ×Barbara McHugh SVP, Marketing, MLB Alex Trautwig/MLB Photos Highlight reel Oversees marketing for MLB’s 30 teams across the country playing 2,500 games a season, including the largest-ever international event schedule with matchups this year in Japan, Mexico and England; broadened her role in early 2018 and consolidated media, creative and data; built in-house digital ad team. Pivotal career moment Leaving the New York Mets and launching the Sports Museum of America, which opened in 2008 and closed nine months later amid the recession. “The experience taught me more than I could have imagined at the time, and it has since given me the courage to step out of my comfort zone, push the limits and understand the true meaning of resilience.” Advice for the next generation “Never underestimate the importance of building relationships. Cherish every moment and experience.” Under-appreciated sports figure “Joan Payson put together the original ownership group for the New York Mets and helped win the bid for the expansion team. With that move, Payson was the first woman ever to buy majority control of a team in a major North American sports league, as opposed to inheriting it. Just as impressive and inspiring, after helping buy the team, she served as the Mets first president for 13 years.” Joan Whitney Payson owner of Mets, receives a special Page One during ceremony at the Daily News Building on Oct. 20, 1969. James Garrett—NY Daily News Archive via Getty Images On the horizon Additional phases of the “Let the Kids Play” ad campaign with rising young stars; expansion of post-season MLB FoodFest (in New York, then London). ×Renie Anderson EVP, Chief Revenue Officer, NFL Courtesy of NFL Highlight reel First chief revenue officer in NFL history; leads brand partnership teams, integrating tech like Microsoft Surface tablets and Bose headphones on game sidelines, aligning with P&G, Verizon and Nike, among others, and embedding Nationwide into Walter Payton Man of the Year and USAA Insurance into military appreciation programs; quadrupled revenue since 2006. Pivotal career moment “In Bossy Pants, Tina Fey writes about being a woman and crying at work: ‘I say cry … It will terrify everyone.’ She isn’t kidding. On the few instances this has happened to me, I realized I cared about the perception way more than anyone else did and so maybe I shouldn’t take myself so seriously.” Advice for the next generation “Don’t overcomplicate it. Work really hard, hustle, ask questions and have some fun.” Inspiring moment in women’s sports “At the 2016 Rio Olympics, sitting at the women’s gymnastics individual all-around finals with my two daughters (ages 10 and 11 now) watching Simone Biles and Aly Raisman win gold and silver medals. They were instant heroes to my two daughters, who were singing their hearts out to the national anthem as Simone and Aly represented our country and all it takes to get to that moment—hard work, dedication, teamwork, passion and love for a sport. What we do in sports, either on the field, on the floor or at the office, has a lasting impact.” Simone Biles, right, and Alexandra Raisman of the United States celebrate winning the gold medal during the Artistic Gymnastics Women's Team Final at the Rio 2016 Olympic Games on Aug. 9, 2016.Alex Livesey — Getty Images On the horizon Entering NFL’s 100th season. “I’m laser focused on the future and the role my team will play with our partners, the game and our players over the next 100 years.” ×Ronalee Zarate-Bayani CMO, LA Rams Courtesy of LA Rams Highlight reel In six days, she created the “LA Together” Monday Night Football game in November 2018 in the wake of the devastating California wildfires and mass shooting near the Rams’ practice facility, dedicating the sold-out event to victims and first responders and, according to Sports Illustrated, “offering a haven from the wanton death and destruction of the fortnight just passed.” Pivotal career moment While at Taco Bell in 2011, a consumer sued over “fake beef,” with late-night comedian Stephen Colbert joining the fray. As a junior exec, “I ended up taking a risk and going directly to our CEO” with a social-media plan to clap back at Colbert. “We had fans appearing right and left to stand behind us,” helping swing the pendulum in the brand’s favor and establish its voice in social. Playbook for success “Focus on the big picture and the areas where you personally (versus anyone else in the organization) can have the greatest impact.” On the horizon New brand identity, uniforms and fan experience powered by connected data and innovative tech when the Rams’ stadium complex—a 300-acre, $5 billion global sports and entertainment destination—opens in 2020. ×Deborah Wahl CMO, Cadillac Courtesy of Cadillac Highlight reel Brought Cadillac back into sports sponsorships in 2019, after a three-year absence, via a three-year deal with PGA of America; drove U.S. Open golf sponsorship for Toyota and U.S. Open tennis deal for Lexus, becoming the first brand to place its logo on the net; created Mazda’s “Zoom Zoom” strategy in 1998 that started in the U.S. and went global, driving a decade’s worth of growth for the brand. Playbook for success “Do something that scares you every day. It’s the only way to grow.” Advice for the next generation “Be so busy loving your life that you have no time for regret or fear.” On the horizon Since relocating headquarters back to Detroit, “We aspire to play a role in the continued growth of Detroit and support creativity and innovation in this wonderful city.” The brand, in growth mode itself, plans to add a new or redesigned vehicle every six months on average through 2021. ×Lynne Biggar Chief Marketing & Communications Officer, Visa Courtesy of Visa Highlight reel Expanded sponsorship of FIFA Women’s World Cup, creating first-ever Player of the Match trophy; debuted “One Moment” campaign with U.S. women’s soccer stars; forged partnership with UEFA’s women’s football; aligned with U.S. Soccer Federation to support U.S. Women’s National Team. Pivotal career moment Moving from Los Angeles to New York for an MBA. “It was a leap of faith, and it was the first step in a long list of opportunities that I wouldn’t have been able to have without it.” Playbook for success “I look for people whose talents complement each other, who are team-oriented and want to elevate their game. I also take time to connect face-to-face with my team across the globe.” Inspiring moment in women’s sports “In the 2016 Rio Olympics, two runners in the 5000-meter race collided (Nikki Hamblin of New Zealand and American Abbey D’Agostino). Instead of the U.S. runner carrying on, she stopped and helped the New Zealand runner to finish the race. That is sportsmanship and the Olympic spirit at its absolute best. It still brings a tear to my eye.” Abbey D'Agostino of the United States, right, is assisted by Nikki Hamblin of New Zealand after a collision during the Women's 5000m at the Rio 2016 Olympic Game on Aug. 16, 2016.Ian Walton — Getty Images On the horizon Celebrating the “amazing athletes” in the FIFA Women’s World Cup; diving further into contactless payments with the NFL. “And we are already well on our way in planning for not only the Tokyo 2020 Summer Olympic Games but also the two after that.” ×Laura Miele Chief Studios Officer, EA Collision Conference Highlight reel Heads the video-game studio behind FIFA, Madden, NHL, NBA Live and Apex Legends, which drew 50 million players in 30 days when it debuted in February 2019; leads the EA Women’s Ultimate Team to promote gender diversity and equality inside and outside the company. Pivotal career moment Moving 15 years ago from marketing and sales to a new data-centric role. “I was an unlikely candidate to take this on, given I had no experience in analytics. I hired some amazing (and experienced) economists and analysts and created the foundation of what is now a thriving and robust function for the company.” Rule that deserves to be broken “They all do. (As long as it’s legal. Our attorneys made me say that.)” On the horizon “Great new games and content for every player,” including Apex Legends (Season 2), Star Wars Jedi: Fallen Order, FIFA 20 and The Sims 4: Island Living. ×Michelle Peluso SVP Digital Sales & CMO, IBM Nike Board Member IBM Highlight reel Introduced “Dear Tech” ad campaign in 2019 Academy Awards with consumers, business leaders and activists reading open letters to the tech industry as part of “one of the most profound transformations” in IBM’s 108 years; brought Citi Bike to New York as senior Citigroup exec; founder and CEO of Site59, one of the first online travel companies (she sold it to Travelocity in 2002); Nike board member; former CEO of fashion company Gilt. Rule that deserves to be broken “It seems to be the rule, if you simply observe the current state of play, that the majority of technology jobs, C-suite jobs more broadly and even the highest-paying athlete jobs belong to men. That is a ‘rule’ that deserves to be broken—for this generation and for our children.” Advice for the next generation “Surround yourself with people who are better than you and that you can constantly learn from. Do what you love. Be curious, humble and bold. Work smarter than others. Build other people up.” On the horizon “Look for us to keep raising the bar on how technology, particularly Cloud and AI, can help sports and how we bring those stories to life.” ×Kelly Dunne EVP, CBS Sports Marketing CBS Sports Highlight reel Led yearlong marketing efforts for three Super Bowls, most recently in February 2019, using the big games to tee up other marquee programming like the Masters and NCAA basketball; worked as one of the first marketing execs on ESPN, ESPN2, ESPN The Magazine and ESPN.com; launched 24/7 college-centric cable channel CSTV, later rebranding it CBS Sports Network. Pivotal career moment “I left ESPN after 10 years and went to a small agency as their executive producer. I was definitely out of my comfort zone. I eventually came back to the network side, but without that risk I would not be in the position I’m in today.” Advice for the next generation “Respect everyone in the workplace, not just those more senior than you.” On the horizon Two new properties, WNBA and the Big 3, on CBS and CBS Sports Network. “It’s a great few months of summer hoops.” ×Diana O’Brien Global CMO, Deloitte Courtesy of Deloitte Highlight reel Boosted sales by $50 million, saved $10 million after being named Deloitte’s first U.S. chief marketing officer in 2015 and revamping division; added global duties in early 2018; guiding sponsorships of U.S. Soccer, the Olympics, U.S. Tennis Association, U.S. Golf Association; leading global client portfolio, driving $4 billion in revenue. Pivotal career moment “In 1998, 30 days from signing a partner deal with Deloitte: My 2-year-old triplets were diagnosed with autism. Devastated, I thought I had no choice. I would have to decline the offer, walk away from my career, my firm, to care for my family. But I was wrong. My partners rallied around me and shared in what would be many extra hours of work. They talked to my clients and my teams to divide up commitments, and then as a group came to convince me that I had another choice. I did not have to do it all by myself.” Advice for the next generation “Always say yes—yes to opportunities, yes to new challenges.” Inspiring moment in women’s sports “I vividly remember watching the match between Billie Jean King and Bobby Riggs on TV with my family. She is an icon for many people and for many reasons. But for me, an 11-year-old tennis player, it was important and inspiring to see that a woman could not only compete at the highest levels, but win in that way.” Under-appreciated sports figure “Disabled athletes are very overlooked in sports. It takes courage, focus and determination to become an athlete at all. So I am humbled by the persistence and perseverance I see in Paralympics or Special Olympics athletes. Tatyana McFadden’s story is so powerful. She is an incredible athlete and a tireless champion for equality for people with disabilities.” Tatyana McFadden of United States competes in the Women's 4x400m T53/54 final during the Rio 2016 Paralympic Games on Sept. 15, 2016.Lucas Uebel — Getty Images On the horizon “I’m focusing on transforming marketing globally at Deloitte by connecting leaders, breaking down silos and clarifying the issues we can help our clients solve. We are more effective when we work together across markets.” ×Monica Rustgi VP, Marketing, Budweiser Courtesy of Anheuser-Busch Highlight reel She drove the team that delivered three recent Super Bowl campaigns, “Born the Hard Way,” “Stand by You” and “Wind Never Felt Better,” earning four Cannes Lions (two gold), and long-form emotional tributes to NBA’s Dwyane Wade (“This Bud’s for 3”), New York Yankees’ Derek Jeter (“This Bud’s for 2”), Nascar’s Dale Earnhardt Jr. (“One Last Ride”), the World Series-winning Chicago Cubs (“Harry Caray’s Last Call”) and Mother’s Day (“This Bud’s for the Real MVP”). Playbook for success “Be brutally authentic, and don’t focus on selling; focus on earning trust.” Best advice you received “One of my mentors once advised me that the key to career success is to not just look at the work that I do as a representation of what my brands stand for but also for what I stand for.” Under-appreciated sports figure “Many people do not realize this, but a vast majority of women in senior leadership positions once played sports in some capacity in their lives. This helped to shape their leadership and teamwork approaches at a very young age. I wish we could hear more about the impact of women playing sports. Sports are more than just a game; they shape character and discipline.” On the horizon “We are doubling down on our role in American sports and simply continuing to find more iconic moments to tap into as we have in the past years with Dwyane Wade and Derek Jeter’s retirements, the Cubs’ victory, et cetera. There is nothing more powerful than sports and beer in bringing people together.” ×Celeste Burgoyne EVP, Americas & Global Guest Innovation, Lululemon Courtesy of Lululemon Highlight reel Leading physical and digital growth, including new formats (seasonal, pop-up, small-footprint shops), opening 36 stores in fiscal 2018 and increasing net revenue by 25%; key role in company’s 100% pay-equity status, reached last year, and global parenthood leave policy introduced in February; board member of Makers, a feminist media brand and networking group. Playbook for success “Surround yourself with people you love, don’t accept mediocrity and laugh often.” Rule that deserves to be broken “I don’t really believe in rules; I believe in choice. Every morning, I wake up and think to myself, Today, I have a choice on how I want to feel, how I want to show up and how I want to lead. I believe that when you find the ability to be completely who you are, amazing things can happen.” Inspiring moment in women’s sports “When Monica Seles, at 16 years old, became the youngest woman to win a Grand Slam event, it was a huge moment for me. She was only one year older than me, and watching her win I truly realized anything is possible: a girl my age—with her two-handed forehand—just did something no one had ever done before. She also did it with a huge smile on her face and so much grit!” Monica Seles of Yugoslavia shields herself from the rain with the trophy after defeating Steffi Graf of Germany in the final of the 1990 French Open. Bob Martin — Getty Images On the horizon July launch of new experiential store in Lincoln Park, Chicago. ×Alisha Valavanis CEO & GM, Seattle Storm Courtesy of the Seattle Storm Highlight reel Increased revenue by more than 60% and profits by 250% in four seasons, with Storm winning a WNBA championship in 2018; led largest marquee jersey and community partnership with Swedish Medical Center and expanded long-running Carter Subaru deal to include court-naming rights, a first-of-its-kind alliance for the team; closed 10-year jersey-patch sponsorship with Symetra Life Insurance, the largest deal in franchise history; inked exclusive, multiyear free-throw-line partnership with Alaska Airlines. Pivotal career moment Leaving college athletics after 15 years to move to the WNBA. “I’m committed to leading this organization with a focus on the power of professional sports to drive positive impact.” Advice for the next generation “Spend your time and energy figuring out what brings you meaning and purpose. Then go to those places, be with those people, work in those environments.” On the horizon Continuing to grow the Storm Academy, which is “a collaborative effort with our corporate and community partners to host dynamic leadership programs, speaking engagements and academic platforms for girls and women.” ×Christy Hedgpeth Chief Operating Officer, WNBA NBAE Highlight reel Leading complete reset of WNBA brand, focusing on “cultural relevance,” with new logos, TV deals and sponsorships, resulting in highest-rated season opener in seven years; driving growth in the NBA’s youth basketball program in local team markets; developing Under Armour’s brand architecture. Pivotal career moment Leaving the sports apparel and footwear industry after 15 years for a role at the NBA’s team marketing and business operations group in 2014. “Working day in and day out with the best and the brightest in sports made me appreciably better.” Playbook for success “I’ve established and relied heavily on a personal ‘board of directors’ made up of people I trust and who have my best interests at heart.” On the horizon “We have 144 strong, multifaceted women in our league whose stories haven’t been fully told and aren’t yet widely known. You’ll hear those stories, and you’ll see us take a greater leadership role in the national conversation around women’s empowerment.” ×Claudia Teran EVP of Business & Legal Affairs, Fox Sports Lily Ro Highlight reel As the highest-ranking executive in the business and legal affairs group, she’s instrumental in rights deals with WWE, Premier Boxing Champions, FIFA World Cup, Nascar, UFC and the NFL, adding the Thursday Night Football package for the 2018 season, and extending a longstanding deal with MLB; navigates global agreements with trilingual skills (English, Spanish, French). Pivotal career moment The Fox-Disney merger. “This was an epic, game-changing deal, not just in the global media space but in corporate America. It caught so many people by surprise. … We all had to learn how to manage our own emotions while doing our best to really listen to the concerns of our people and try to get them answers. It has dramatically changed my view on my business, how best to manage people during a time of uncertainty, and how to personally manage the unknown.” Advice for the next generation “Don’t become so attached to your proposed career (or life) path, that you are blinded to interesting opportunities that come along the way.” Under-appreciated sports figure “Becky Hammon is a fantastic role model and true pioneer as the first full-time female assistant coach in NBA history. As an assistant coach for the San Antonio Spurs for the last four seasons, she not only has the respect and admiration of some of the NBA’s greatest players, but also one of the most successful head coaches in Gregg Popovich. In my opinion, being a great coach should have nothing to do with what gender you are. There are plenty of men coaching women’s basketball, so why not a woman coaching men?” Coach Becky Hammon of the San Antonio Spurs draws up a play during the game against the Chicago Bulls during the 2016 NBA Las Vegas Summer League game on July 12, 2016.Bart Young—NBAE via Getty Images On the horizon “With the addition of WWE to an already stellar schedule of topnotch sports products, and our new involvement in the wagering space, I am expecting a very exciting year!” ×Val Ackerman Commissioner of the BIG EAST Conference < BIG EAST Conference Highlight reel Relaunched the Big East Conference as a basketball-driven league in 2013, bolstered by a 12-year $600 million broadcast deal with Fox Sports; served as the first female president of USA Basketball and, during her eight-year tenure, the men’s and women’s teams won gold medals at the 2008 Beijing Olympics; founding president of the WNBA; Academic All-American at University of Virginia and first 1,000-point scorer in the program’s history. Pivotal career moment Heading the WNBA, and working with then-NBA commissioner David Stern and deputy commissioner Russ Granik, “taught me the ins and outs of running a professional sports organization and paved the way for my now 30-year career in the sports industry.” Playbook for success “Rigorously prepare, pay attention to details, hire talented people, express gratitude, exercise as often as possible and get plenty of sleep.” Inspiring moment in women’s sports “Nadia Comaneci’s perfect-10 performance in the uneven bars competition at the 1976 Montreal Olympic Games, when I was in high school. A stunning example of strength, technique and composure and a high-water mark for women’s sports at that time. She made girls all over the country, including me, want to be a gymnast.” Romanian Nadia Comaneci on the uneven bars during the Summer Olympics in Montreal on July 20, 1976. Alain Dejean — Sygma via Getty Images Under-appreciated sports figure “The Wayland Baptist Flying Queens women’s basketball team—they were a pioneering dynasty that played in the 1950s and ’60s and helped carry the women’s game in the decades preceding Title IX. After many years of lobbying, they’ll finally be recognized by the Naismith Memorial Basketball Hall of Fame this September.” Rita Alexander of the Wayland Flying Queens. Courtesy of Wayland Baptist On the horizon The Big East all-star team heads to the 2019 Pan American Games in August, the first time a single conference has represented the U.S. in men’s basketball at this competition; helping lead Vatican Sport at the Service of Humanity conference in November.

The 30 Most Powerful Women in Sports

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