COURTNEY CARTER
Courtney Carter is the Chief Revenue Officer for MLS' Seattle Sounders FC and NWSL's Seattle Reign FC, where she leads global revenue strategy across partnerships, ticketing, premium, and brand marketing for both clubs. A 2025 ADWEEK Sports Marketing MVP, she has built a reputation for turning commercial strategy into cultural relevance — campaigns and moments that fans, partners, and communities feel, not just see.
Carter is the visionary and leader driving Seattle Soccer Celebration, powered by Lenovo, a World Cup activation bringing the Sounders and Reign together with partners Edward Jones and Starbucks. Centered on the 52nd RAVE Foundation pitch — a floating mini soccer field on Elliott Bay — the project is her statement on behalf of the city: Seattle isn't just a great sports town, it's a soccer city that leads with results on and off the field, and it's earned its place on the global stage.
On the partnership side, under Carter’s leadership the clubs have secured Trupanion, Paula's Choice, and CVS as kit partners for Seattle Reign FC — three deals that together aligned mission-driven brands with the club's fanbase and the city it represents. Both the Sounders and Reign earned global acclaim under her leadership for their 2025 kit launches, each rooted in Seattle culture and community storytelling. She previously led the Megan Rapinoe jersey retirement R15E campaign, landing Google Pixel's first-ever club-specific deal and a media partnership with Goal.com — setting a new standard for athlete-led commercial storytelling.
Carter built that foundation across senior marketing and sales roles at Madison Square Garden, Soccer United Marketing (SUM)/Major League Soccer, and ESPN, before moving to CAA, where she worked as an agent at the intersection of talent, media/content, and sport/entertainment — packaging deals as one of the early trailblazers of branded content and the creator economy. That through-line of growing revenue at the intersection of entertainment, sport and brand carried into her founding of Carter Media Group, representing cultural icons including Selema Masekela, Liza Koshy, and Ghetto Gastro.
Carter is driven by a simple belief: the best commercial work creates moments that turn people into teams, and memories that matter.