Sports Illustrated and Empower Onyx are focusing on the diverse journeys of black women in sport — from veteran athletes to up-and-coming stars, coaches, officials and series — to, Elle-Avette: 100 Influential Black Women in Sports.
Kenyatta Bayano, VP of creative strategy and marketing for OneTeam Partners, is a lifelong sports fanatic whose purpose has always been clear. The self-described “strategic thinker with a passion for writing” established himself as an industry veteran early in his career, with notable marketing roles at companies such as Jeep, Microsoft and Volkswagen—some of the ranks often held. One of the black women. But, as Bayano says, “I always knew I would get into the sports industry. I was ready to attack that passion as a fan.” Now working at OneTeam Partners, she helps athletes maintain agency over their name, image and likeness. In 2017, Bayano was recognized as part of adweekthe most powerful women in sports and sports business journalThanks to the ground-up work done by K Game Changers across the industry and the future she is helping to build for Black athletes and executives.
Prior to OneTeam, Bynoe served as VP of Global Brand Marketing and Partnerships at Spalding, where he pioneered a brand new visual identity, global brand strategy, brand experience and e-commerce platform. He also maintained important relationships with the NBA and NCAA, including overseeing marketing, licensing, and athlete endorsements.
“I was lucky to be able to really tap into the passion of a sports fan. I was able to help rebuild the brand and create an emotional connection between athletes and fans,” says Bayano. I brought out my entrepreneurial spirit. When I joined the company, there was no marketing plan. There was no team. There was no strategy. I had to build it from the ground up.”
During his time at Spalding, he launched one of the company’s first, and most successful, global marketing campaigns. “I think that was my biggest achievement – they’ve had campaigns before, but this was the first time they’ve been executed globally. We did a series of research projects that showed what our real answer would be.” We center it around the notion of being a true believer – about the work that goes into the game, as opposed to the hype surrounding it,” she says. His work leading the execution of the campaign and developing his overall e-commerce strategy created an entirely new revenue stream for Spalding.
While impacting global sports giants on an organizational and financial level is a career highlight, Bayano’s roots as a sports fanatic bring a new level of appreciation every moment and help him stay steadfast in his passion. Bayano says there are too many moments to name but a Bali night out in 2017 at Staples Center in particular. “I will never forget Kobe Bryant’s jersey retirement ceremony,” she says.
With appearances from Shaquille O’Neal, Jerry West, Magic Johnson and others, Bayno watched Bryant’s jersey float to the rafters while industry veterans reflected on his iconic, 20-season career in the NBA. “I was part of a team that developed a custom basketball that was just one of many gifts I received that night,” Bayano says. “Just being able to see all the highlights of my incredible career and feel the energy… It was such a pivotal moment in time. It’s a day I’ll never forget. I’m definitely going to see it.” I feel lucky and blessed to have.”
Now a leader in holistic development at OneTeam, Bynoe is focused on doing what she does best – creating a long-term vision for what’s possible, from the ground up. His mission at the company is simple: to empower athletes to maintain agency over their name, image and likeness. In their words, they are working to create an “ecosystem” in the industry, where players can leverage their personal brands with intent and control, and be able to support themselves independently. “We are building this world where athletes can collectively engage with licensees, brands and partners to truly maximize the value of their name, image, and likeness. This allows them to both on and off the field Gives the opportunity to fully tell their story and be their own boss,” says Byano. “I believe that athletes are able to manage and monetize their personal brand, it affects how they How successful will you be in your sports career as well as in your life?
Although Bayano has more than 20 years of experience under his belt, he isn’t just focused on working with veterans and veterans who are already successful in the NBA and beyond. She looks diligently and meticulously into preparing the next generation of players to arrive, sign deals and go pro, making sure they have the information they need to make important decisions about their own brands. are equipped with. “I am excited to help drive this in both the professional sports space and the collegiate space. Being able to really help empower athletes and help them realize some of their goals and dreams,” she says Huh.
Although black athletes make up the majority of major US sports industries such as basketball and football, Bayano is keenly aware that there isn’t much representation behind the scenes and at the executive level when it comes to decision-making. “I mean, I think it’s kind of our responsibility. There’s a lot of young athletes coming into the playground through college and there are some who are moving into the professional arena. It’s our job. that we be a mentor and someone who is an advocate of their success,” she says. “I think it is important to remember that we are talking about a personal brand that is associated with an individual. Is. It needs to be respected, and it needs to be handled with the best of care.”
This representation becomes even more scarce when you scale it back to black women in executive positions in the sports industry. However, Bayano hopes that there are many more black women preparing to take the lead. She is already feeling the strategic effects of the pressure to diversify leagues and affiliated companies at every level. Today, she continues to focus on the future, what is possible for black women in the sports industry, and the insurmountable waves she anticipates from more diverse leadership. When it comes to her advice for little black girls who come after her, she tells them to do two things: Connect and persevere.
“I think there is an opportunity to be more intentional about creating pipelines and pathways that are really designed to move us up the leadership ranks and into the areas where they can make the biggest contribution,” Bayano says. . “We are seeing more and more black women in leadership roles and executive roles, particularly in team environments, as presidents, general managers, and more.
“But what’s so incredible about this is, not only are these women stepping into their moment, but they’re reaching out, mentoring, and working in the community to make sure they live in that moment.” Not the last one to step on. As I climb, I know it’s important for me to climb the ladder that someone else is climbing. We definitely have to be in this together. I live by that “
new samuel is a contributor to Empower OnyxA diverse multi-channel platform celebrating the transformative power of stories and sport for black women and girls.