In 2020, Siegel also launched a ground-breaking Athlete Marketing Stipend program that provided an opportunity for all athletes to take part in various marketing activities. USATF athletes received more than $3.2 million in COVID-19 financial support through grants, stipends, events, testing, equipment and additional travel allocations.
In 2021, Siegel and USATF signed three new partnerships with BD, Built Bar, and Elk Grove Village, and renewed its partnership with Garden of Life. The NGB also secured a one-of-a-kind licensing partnership with the lifestyle brand Lokai to create custom bead bracelets, with a portion of the proceeds going to charity. The deal with Elk Grove Village was the first time a municipality sponsored an NGB or any organization within the Olympic Movement. New and renewed sponsorships in the middle of the pandemic exceed $500,000 with 66 percent of the annual USATF revenue going to USATF athletes.
Siegel serves on the leadership team of the USOPC Collegiate Sustainability Think Tank which looks at ways potential partnerships between NGBs and NCAA to bring vertical partnerships. A series of pilot efforts were run in the lead-up and throughout the Olympic Games in 2021 that engaged schools, conferences, the NCAA and NGBs to collectively tell the collegiate story. USATF worked closely with the USOPC and several college conferences to share the stories of their athletes.
During the Tokyo Games in 2021, Siegel’s third Olympic Games as CEO, he supported athletes who chose to use their platform to advocate for positive social change. Siegel looks to USATF athletes for accountability in how the organization presents itself and takes inspiration from athletes who use their voice to fight for social justice. Siegel is a member of the board of directors of Ross Initiative in Sports for Equality (RISE), a national nonprofit that educates and empowers the sports community to eliminate racial discrimination, champion social justice and improve race relations and is serves as part of the core group for the USOPC Council for Racial and Social Justice which evaluated and updated the U.S. Olympic movement’s position as it relates to racial and social justice, specifically to demonstration and protest, Rule 50 amendments.
In 2019, an early year deal with Toyota added to an already robust sponsor roster that includes The Hershey Company, Garden of Life, NCSA, KT Tape and St. Vincent Sport Performance, not to mention a landmark deal with Nike that drew the attention of the national and international sports business communities.
Changes to the bottom line have been coupled with new USATF initiatives. Under Siegel’s leadership and direction, USATF’s increased investment in sport science programs and prize money, and the athlete revenue distribution plan have been the hallmarks of elite athlete funding and support. As support has increased, so has the performance of USATF athletes: at the 2016 Rio Olympic Games, USATF had its most successful showing at a non-boycotted Games since 1932, winning 32 medals.
Elite athletes are not alone in seeing increased support. All constituencies, including youth, masters, long-distance running, officials, and race walk, have new programs or funding levels under Siegel’s leadership.
His achievements at USATF further complement Siegel’s more than 25-year track record of financial growth and competitive success in sports and entertainment.
He previously served as President of Global Operations at Dale Earnhardt Inc., where he sold tens of millions of dollars in sponsorship; and as Senior Vice President at Sony/BMG and as President of Zomba Gospel, Tommy Boy Gospel and Verity Records, where he led one of the most profitable divisions in the Sony BMG system. As a music executive, he increased top-line revenue and reduced expenses to yield unprecedented profit in the gospel industry. He also was part of the executive team overseeing the careers of stars such as Britney Spears, Justin Timberlake, and Usher.
As the owner of Rev Racing since 2010, Siegel has led NASCAR’s Drive for Diversity (D4D) program to bring more multicultural and female talent to the sport, advancing it from a fledgling effort into a competitive juggernaut on the racetrack. A history-making team on the developmental K&N Pro Series East circuit, Rev Racing has produced current NASCAR stars Darrell Wallace Jr., who in 2013 became the first African-American in 50 years to win a NASCAR national series race; Kyle Larson, the 2013 NASCAR Nationwide Series Rookie of the Year and 2014 NASCAR Sprint Cup Series Rookie of the Year; and Daniel Suarez, the 2016 NASCAR XFINITY Series champion.
Siegel is a former director on the boards of USA Track & Field and the USA Swimming Foundation. Additional Olympic-family experience includes work with USA Gymnastics, USA Skiing, USA Swimming and the Goodwill Games while he was an attorney with Indianapolis-based Baker & Daniels in the 1990s. In addition to representing sports figures such as Hall of Famers Reggie White and Tony Gwynn during their careers, he has created literary, television and film properties, including the 2010 BET Networks series “Changing Lanes”, and the 2011 ESPN documentary, “Wendell Scott: A Race Story.” Siegel also is the author of “Know What Makes Them Tick: How to Successfully Negotiate Almost Any Situation.”
He is a member of the Board of Trustees at Martin University and Brebeuf Jesuit High School in Indianapolis.
Siegel has appeared on Oprah, NPR’s Tavis Smiley, ABC’s “Good Morning America,” ESPN, and CNBC; in print, he has been featured in the Wall Street Journal, USA Today, the New York Times, Ebony’s Power 100, Crain’s New York Business, Black Enterprise and Billboard Magazine, among many others.
The first African-American to graduate with honors from Notre Dame Law School, Siegel is a native of Indianapolis.