Winning has been in Morgan Howe’s DNA all her life. From when she was a goalie for Northwestern’s women’s lacrosse team — and had more national championship wins (four) than total losses in her career (three) — to her professional life, few have been able to match her focus and tenacity.
“Being a really competitive athlete transfers over very well to the marketing world and what we do for our clients,” she said. “I bring that attitude to deal negotiations because I’m trying to win for our clients. Working in team environments, I want to motivate others and get the best out of them. So my skills transfer over well to the workforce.”
Howe has been at the forefront of milestone moments for UEG, such as delivering on marketing strategies for brands, including Samsung, Icy Hot, Pernod Ricard and Unrivaled, and helping to add 14 clients in the last two years. She also leads the company’s charge to produce more than 600 hours of social-first pregame and postgame league content with Samsung products.
She earned a job quickly after graduating and got a swift introduction to the industry while working for Intersport in Chicago. A member of the sponsorship and events team at the time, she wanted to ingrain herself in as many properties and deals as possible to learn the tricks of the trade quicker.
“I worked across so many different events and properties and different types of clients and got a lot of exposure. I always tell people that you learn along the way what you like and what you don’t like through experiences,” she said. “So when I went to UEG, I feel like I became very analytical in the way I was thinking.”
Morgan Howe
Senior Vice President, Head of Partnership Strategy
United Entertainment Group
Why she’s a Game Changer:
Howe has spent years building the case for brand investment in women’s sports — emphasizing its rapid growth, distinct audience value and strong ROI — and leading clients including Icy Hot and Samsung to work with emerging platforms such as Unrivaled.
Born: New York, N.Y.
Education: Northwestern University, B.A., communications; minor in business institutions
Family: Spouse, Carl; children, Tripp (5) and Tucker (3)
New place I want to travel to next: Japan, to experience the culture and eat the food. Next on my sports bucket list — a trip to Wimbledon.
Sports business story I’m excited to follow in the next year: The new NIL revenue-sharing model and the effects it will have on nonrevenue college sports, Title IX, as well as the collectives.
I have a dream that one day … : There are more opportunities for female athletes to play sports professionally and have long-term financial stability doing it.
Best tool to keep me organized in work and in life: My UEG-branded journal. I handwrite a to-do list every day.
How I stay current with industry trends: LinkedIn. I follow a ton of trades, brands, agencies and sports business leaders on LinkedIn and go through my feed to stay up to speed on the news.
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‘ Some details of this article were extracted from the following source www.sportsbusinessjournal.com ’
