We believe the convergence of sports and entertainment marketing deserves a fresh approach.
Amidst a rapidly evolving multimedia cosmos, traditional principles of artist, sport and athlete sponsorships no longer apply. Collaborative marketing programs should now be based upon much more than strong tv ratings, name recognition and individual performance. Excellence in sports and entertainment marketing must be grounded in the pursuit of enduring relationships, bold creativity and vigilant integrity. Strategic thinking, coordinated tactics and disciplined execution will drive success in this expanding universe.
For the past 18 years, Sheryl has been Principal of Shade Global, a firm specializing in representation, brand extension, and franchise management for Olympic athletes, documentary filmmakers, media companies, and public institutions. Sheryl has represented top participants in several sports including Shannon Miller, Paul Hamm, Bela Karolyi, Morgan Hamm, Blaine Wilson and Chellsie Memmel in Gymnastics; Mia Hamm and Kristine Lilly in Women’s Soccer, among many others who have committed themselves to Olympic excellence.
View full bio
8.1.12 | by shadeglobal
Sports Business Daily
When U.S. gymnast Gabby Douglas slings herself around the uneven bars, launches into the air and lands upright on the mat during Friday's women's individual all-around competition, the cameras will show her support team — her coach, her mother and her family. But they’ll miss one person.
Sheryl Shade, Douglas’ agent, will be seated in the stands cheering as loudly for Douglas as anyone in the arena.
The London Games are Shade’s fifth Olympics, and Douglas is the latest in series of star gymnasts she has represented. Since 1996, she has worked with Dominique Moceanu, Shannon Miller, Paul Hamm, Shawn Johnson and others.
Along the way she has developed a reputation as an expert at connecting with gymnasts, who are typically young, understanding their marketing potential and helping secure the right opportunities for them.
“She’s like a mom to me now,” said Shawn Johnson, who signed with Shade when she was 14 and turned pro. “She’s given me the opportunity to do everything, to have a voice and have my story shared.”
Shade, a Duke graduate, began with gymnasts after receiving a cold call in 1996. She was working with documentary filmmaker Ken Burns, who is still a client, and was named to Ad Age’s “Marketing 100” list for the year because of her work on Burns’ “Baseball” documentary. (read more)
4.3.12 | by shadeglobal
Sheryl Shade will speak at the Wharton Women Annual Etiquette Dinner, an organization of The Wharton School of the University of Pennsylvania, Tuesday, April 3, 2012.
The Wharton Women Annual Etiquette Dinner will be held at Water Works Restaurant and Lounge from 7:00-10:00 pm. Keynote speaker, Sheryl Shade, will speak about maintaining proper etiquette and image.
This is an awesome opportunity to enjoy a night out with Wharton Women members and learn more about etiquette and image! This year’s dinner will feature keynote speaker Sheryl Shade. Ms. Shade is the author of As a Lady Would Say and the principal of Shade Global, a firm specializing in representation, brand extension, and franchise management for Olympic athletes including Shawn Johnson and Mia Hamm. (read more)
5.23.11 | by shadeglobal
June 26, 1995
Licensing consultant Sheryl Shade turned Ken Burns' "Baseball" into a marketing home run despite the game's labor dispute that killed off the 1994 World Series.
The success was based on Ms. Shade's strategic decision to market Ken Burns as a brand. That focus on the documentary filmmaker helped circumvent fan anger with the strike, and laid a foundation for marketing future projects by Mr. Burns.
"I wanted Ken's name to be known for history-based products," says Ms. Shade, 36, a partner in New York-based Gold Shade.
She first met Mr. Burns when he was considering whether to hire a licensing and marketing expert in connection with his 1990 PBS series, "The Civil War." But Mr. Burns decided such a move would be interpreted as a commercial sellout.
6.27.10 | by shadeglobal
ADVERTISING AGE UNVEILS FOURTH ANNUAL "MARKETING 100"
June 27, 1995
ADVERTISING AGE's "Marketing 100" is a selection of people who "stand for the very best in brand building." Those included in this year's list from the world of sports business include:
SHERYL SHADE, Licensing Consultant for Ken Burns' "Baseball": Shade was able to make Ken Burns' "Baseball" a marketing "home run" despite MLB's labor problems by marketing Ken Burns as a brand. The (read more)
7.17.08 | by shadeglobal
Sports Business Journal named Sheryl Shade one the top agents of the Beijing Olympic Games.
After forming a relationship with the USA Gymnastics team in 1996, Shade has emerged as the pre-eminent manager of gymnastic talent. This summer she’ll be looking to capitalize on the anticipated success of Paul Hamm and Shawn Johnson.