MLS D.C. United

Dawn Ridley Joins D.C. United as Vice President, Business Development

Published on May 3, 2011 under Major League Soccer (MLS)
D.C. United News Release


Washington, D.C. (May 3, 2011) - D.C. United announced today the hiring of Dawn Ridley as the club's Vice President of Business Development. In her role, Ridley will oversee sponsorship sales activities as well as business development ventures. Ridley brings with her extensive regional and national sales and corporate partnership development experience.

"We have great respect for Dawn's prior professional achievements, as she has earned a tremendous reputation throughout her career," said United President and CEO Kevin Payne. "We're proud to welcome her to the club and look forward to her future contributions to the front office."

Ridley has served as Director, Corporate Partnerships for National Geographic Society where she led the development of internal and external partnerships and long-term corporate strategy for Mission Programs, which encompasses the non-profit activities of National Geographic Society. Ridley developed integrated partner programs to maximize National Geographic Society opportunities across all platforms and customized programs to achieve multiple business objectives, including access to exclusive content, brand awareness, prospecting, relationship building, and research innovation.

Ridley is also the founder and President of Ridley & Associates LLC, a consulting firm specializing in marketing, branding, licensing and business development. Ridley's expertise includes developing and implementing marketing and brand strategies for various properties. Ridley has also provided sponsorship strategy, sales and activation services for key clients, including the Super Bowl Gospel Celebration, Dominique Dawes LLC, GameWear, Washington Suburban Sanitary Commission (WSSC), Ken Harvey and JAKA Consulting.

Prior to launching Ridley & Associates, she served as the Senior Vice President for NFL PLAYERS (formerly PLAYERS INC), the marketing and licensing subsidiary of the NFL Players Association. Ridley was responsible for managing and directing NFL PLAYERS' $750 million retail licensing business. She supervised corporate marketing and business development efforts, and assisted in the overall operation and management of NFL PLAYERS. NFL PLAYERS works with more than 90 licensees and sponsors and represents all 1,800 active NFL players. Each year, the company generates more than 3,500 player marketing opportunities. Ridley was instrumental in the growth of NFL PLAYERS, a company that now generates more than $100 million annually.

Ridley was the Vice President of Corporate Marketing and Business Development for NFL PLAYERS prior to her promotion to Senior VP, where she was responsible for maximizing sponsorship and promotional activities with NFL sponsors and NFL PLAYERS sponsors and licensees. Ridley also served as Assistant Vice President for Trading Cards and Collectibles for over seven years.

Ridley has held sales and marketing positions with the Atlanta Committee for the Olympic Games (ACOG) and the Atlanta Braves baseball club. Ridley's board and committee memberships have included Women in Sports and Events, Special Olympics DC (President), Greater Washington Sports Alliance, the Sports Card Association. She founded the Sports and Entertainment Management Association (SEMA) while at Clark Atlanta University and served as its first President.

Ridley is also on the faculty at Georgetown University and George Washington University and has served as an instructor at the Carey Business School at Johns Hopkins University. A native of Evansville, Indiana, Ridley has a BA from Indiana University and an MBA from Clark Atlanta University. She resides in Silver Spring, MD with her family.

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