• Loading stock data...
Monday, April 22, 2024
  • -
    days
  • -
    hours
  • -
    minutes
  • -
    seconds

Inside The Huddle: Brands, Athletes, and Equity Deals with Ricky Medina

In the buildup to Front Office Sports’ Brand Marketing Huddle at the LA Stadium Premiere Center on July 11, we’re introducing you to the huddle leaders who will be lending their expertise to the conversation.

Today, meet Ricky Medina: Senior Manager of Licensing and Business Development with the NFL Players Association. In this role, Medina leads negotiations for new licensing deals & partnerships while representing the intellectual property for a group player licensing program for all current NFL players.

Growing up in northern New Jersey, Medina’s love for sports started early as a fan of New York’s professional teams. Now 13 years into his career, Medina still holds that passion close.

Medina also works closely with REP Worldwide: the NFLPA’s subsidiary licensing representation business launched in partnership with the U.S. Women’s National Soccer Team Players Association (USWNTPA) and the Women’s National Basketball Players Association (WNBPA). He describes this as one of his proudest professional achievements.

“It’s really hard to do it justice and put into words,” Medina says, “but working in partnership and on behalf of world-class female athletes that have either largely been overlooked historically or haven’t had the resources (because they’ve been overlooked) to properly monetize their influence and achievements has been inspiring, and is something I’m not only proud of but – and this cannot be overstated – is a responsibility that has tentacles beyond the bounds of sports into important societal issues.”

Working in a role that sees him frequently observing, how brands and athletes establish working relationships, Medina says the biggest key for either to find success is authenticity. 

“It’s becoming more and more common for athletes and brands to have an expectation of how they can be an extension of one another – the values they hold, the common interests they share,” Medina states. “One of my colleagues, Terése Whitehead always tells me – that athletes nowadays are looking for brands that can extend their own personal brand. In most cases it can no longer be a purely transactional relationship whereby the brand is simply paying an athlete to hold a product and tell the customer to buy it. That’s partially a byproduct of a shift in consumer behavior, but it’s also what brands and athletes are demanding of one another.”

Medina’s advice to students looking to start their careers in sports is to to simply get as much experience as possible and take advantage of every opportunity.

“The advice I’d offer up is to do everything possible to get your foot in the door,” he says. “Don’t concern yourself with the specific role – internship, entry level, volunteer work.  Whatever it is, whatever it takes – if you’re passionate enough about it and want it badly enough, there is a path to gain experience and exposure. Once you do get that foot in the door, work like there’s no tomorrow, be present and develop relationships.  Schedule coffee or lunch meetings with people you want to learn from – you may be surprised with how generous folks are with their time when it comes to mentoring.”

Meet Ricky and hear more of his thoughts on the current brand marketing space at the Front Office Sports Brand Marketing Huddle at the LA Stadium Premiere Center in Los Angeles, CA on July 11. For tickets and additional info, click here.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Everything You Need To Know About the Legal Attempts To Kill the ACC

Four lawsuits involving the conference, Clemson, and FSU could determine the future.

A Bare-Knuckle Fighter Won His Pro Debut. The Far Right Scored a Marketing Win

With Proud Boys sponsoring him, experts say extremist groups will use his success to elevate their ideologies and recruit new believers.
Dec 27, 2023; San Diego, CA, USA; USC Trojans wide receiver Kyron Hudson (10) celebrates after scoring a touchdown against the Louisville Cardinals during the first half at Petco Park.

Hearings Have Concluded in the Pivotal USC Athlete Employment Case. What’s Next?

The potentially landmark labor case could end the NCAA amateurism model.

Women’s Basketball Finally Has a TV Deal to Match the Excitement. Now What?

A lucrative new media-rights contract could rectify problems of the past, but the future of March Madness media rights is anyone’s guess.
podcast thumbnail mobile
Front Office Sports Today

Why Ian Rapoport Lives for the NFL Draft’s Chaos

0:00
0:00

Featured Today

Mar 16, 2024; Washington, D.C., USA; North Carolina State Wolfpack forward DJ Burns Jr. (30) cuts the net after defeating the North Carolina Tar Heels for the ACC Conference Championship at Capital One Arena.

How Two College Seniors Helped DJ Burns Cash In on a Final Four Run

Two college seniors are facilitating deals for NC State’s big man.
Mar 31, 2024; Portland, OR, USA; NCAA officials measure the three point line while coaches from the Texas Longhorns and NC State Wolfpack watch with referees in the finals of the Portland Regional of the NCAA Tournament at the Moda Center center.
April 1, 2024

NCAA Has No One to Blame for Latest Women’s March Madness Transgressions

NCAA is still making avoidable mistakes three years after a complete overhaul.
Nov 16, 2015; Bloomington, IN, USA; General view of the championship banners at Assembly Hall prior to the game between Austin Peay and Indiana.
March 31, 2024

How to Make It in Basketball: Become a Manager at Indiana

Inside the Hoosiers’ unglamorous, profoundly rewarding incubator for basketball’s biggest names.
Mar 19, 2021; West Lafayette, Indiana, USA; Oral Roberts Golden Eagles forward Kevin Obanor (0) and guard Carlos Jurgens (11) and guard Max Abmas (3) and forward Francis Lacis (22) celebrate after an overtime victory over the Ohio State Buckeyes in the first round of the 2021 NCAA Tournament at Mackey Arena.
March 30, 2024

Cinderella Runs Are Great in the Moment. Then Things Can Get Messy

Sustaining success can arguably be more challenging than beating Goliath.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
FanDuel
Multiple - USA Careers

The WNBA Has Huge Ambitions as Caitlin Clark Finally Comes Aboard

Commissioner Cathy Engelbert is aware of the moment in front of the league.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
March 11, 2024

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
Sponsored

Rapid Returns: How Technology Is Getting You Back to Your Seat

How Oracle’s POS technology is helping fans get back to their seats faster.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.