Sports Illustrated and Empower Onyx spotlight the multi-sport journey of black women in this series, from seasoned athletes to rising stars, coaches, executives and more. Elle-evate: 100 Influential Black Women in Sports.
Kenyatta Bynoe, Vice President of Creative Strategy and Marketing at OneTeam Partners, is a lifelong sports fanatic whose purpose has always been clear. The self-proclaimed “strategic thinker with a passion for writing” established himself as an industry titan early in his career, holding notable marketing roles at companies such as Jeep, Microsoft and Volkswagen. rice field. But Bynoe said: As a fan, I was ready to attack that passion. Now she works for OneTeam Partners, helping athletes keep their agency above their name, image and likeness. In 2017, Bynoe ad weekwith the most powerful women in the sport of sports business journalThe work she’s done from the ground up across the industry and the game changers for the future she’s helping create for black athletes and executives.
Prior to OneTeam, he served as Vice President of Global Brand Marketing and Partnerships at Spalding, where he pioneered an entirely new visual identity, global brand strategy, brand experience and e-commerce platform. She also maintained significant relationships with the NBA and NCAA, including overseeing marketing, licensing and athlete endorsements.
“We have been fortunate to really tap into the passion of sports fans. “It really tapped into my entrepreneurial spirit. When I came in there was no marketing plan, no right team, no strategy. was.”
During her tenure at Spalding, she launched one of the company’s first and most successful global marketing campaigns. “I think that was my biggest achievement. We’ve centered the concept of being a true believer: about a job that engages in sport, as opposed to the hype surrounding it.” Bynoe has led the execution of campaigns across digital platforms, websites and social media, and her work in developing an overall e-commerce strategy has created a whole new stream of revenue for Spalding.
While impacting the global sports giants on an organizational and financial level is a career highlight, Bynoe’s roots as a sports fanatic bring a whole new level of appreciation to every moment and the way she unleashes her passion. Bynoe says there are too many moments to name, but one breezy night at the Staples Center in 2017 stands out. “I will never forget Kobe Bryant’s jersey retirement ceremony,” she says.
Bynoe watches Bryant’s jersey rise from the rafters as industry legends, including Shaquille O’Neal, Jerry West and Magic Johnson, reflect on his iconic 20-season NBA career “I was part of the team that developed a custom basketball, one of the many gifts he received that night,” Bynoe says. “Just being able to see all the highlights of his incredible career and feel the energy…it was such a monumental moment. I definitely feel lucky and blessed.”
Now leading overall growth at OneTeam, Bynoe focuses on what he does best: building long-term visions of what’s possible from scratch. Her mission at the company is simple. Allowing athletes to maintain agency over their name, image and likeness. In her words, they are working to create an “ecosystem” in the industry where players can leverage their brand with intent and control and independently support themselves. “We are creating a world where athletes can work with licensees, brands and partners to really maximize the value of their name, image and likeness. It gives us the opportunity to tell and own,” says Bynoe. “I believe that the extent to which an athlete manages and monetizes her brand will influence how successful she will be in her sporting career and in life.”
With over 20 years of experience, Bynoe isn’t just focused on working with legends and veterans who have already made it in the NBA and beyond. She passionately and meticulously seeks out the next generation of players, signs deals, prepares them to turn pro, and ensures they have the information they need when making important decisions about her brand. “I am excited to be a part of driving it forward in both professional sports and academia. I can really contribute to helping people do that,” she says.
Black athletes make up a large portion of America’s major sports industries, such as basketball and football, but Bynoe is acutely aware of their lack of representation at the decision-making, behind-the-scenes, and executive levels. “I mean, I think it’s kind of our responsibility. So many young athletes come out of college and enter the world of sports, and some jump into the professional world. To lead their success and be their advocate,” she says. “I think it’s important to remember that we’re talking about the personal brand that comes with an individual. It needs to be treated with respect and with the utmost care.”
If you scale it down to black women in executive positions in the sports industry, its representation is even less. But Bynoe hopes more black women are preparing to lead. She’s already feeling the tactical impact of the pressure to diversify the league and affiliates at every level. Today, she continues to focus on the future of black women in the sports industry and the insurmountable ramifications to be expected from more diverse leadership. I plead with them to do two things: connection and patience.
“I think there is an opportunity to be more intentional about creating pipelines and pathways that are actually designed to advance us into leadership ranks and areas where they can make the greatest contribution. “We are seeing more and more Black women taking on leadership and executive roles, such as presidents and general managers, especially in team environments,” Bynoe says.
“But what’s amazing about it is that not only are these women stepping into their moment, but they’re coming back to their communities to mentor and work so that they’re not the last to step into that moment.” As I climb, I know it’s essential for me to be the rung on the ladder that someone else is climbing, and we definitely have to be with this. lives by it.
Naya Samuel is a contributor to empower onyxa diverse multi-channel platform that celebrates the stories and transformative power of sports for black women and girls.
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