Meet the Team | Siena Dixon, Account Director, Sports Management

Please explain your role at IMG within the Sports Management team. 

For me, sports management is about looking after the long-term best interests of your client – balancing the often-competing motivations of revenue, reach and relevance when providing strategic advice around rights deals and beyond.

What does your role as an Account Director entail on a day-to-day basis? 

As an Account Director, my daily responsibilities might involve working with the regional sales teams to market, analyse and secure media rights deals based on the client’s needs or contractual negotiations to refine the detail and execution of rights deals. I also maintain accounts and budgets and manage the operational demands of our partners’ broadcasters. It’s very varied which keeps life interesting.

Can you share a memorable experience or success story from your time working with the US Open? 

This is my first year working on The US Open but I’ve already been blown away by the level of entertainment that this incredibly dedicated team creates – from a whole week of music, fashion, culinary and family events during Fan Week to the 12 hours of tennis held every day for three weeks.

The USTA’s dedication to democratising and growing the game of tennis is genuine and I see it in every decision they make from opening up the grounds for free to the media deals we make, and the charities and events that they support. It’s a privilege to be a part of that. 

What trends are you currently seeing in sports management, especially regarding sponsorship and fan engagement? 

Media rights, sponsorship and fan engagement are intrinsically linked and need to work in tandem together. Gone are the days when media rights deals were done in isolation purely based on the highest bid. While there are still significant strides to take to ensure the three areas work synchronously together, we’re making progress which is exciting to see and in everyone’s best interest.

How do you stay current with industry changes and innovations in sports management? 

Working at IMG, we’re in a very fortunate position to be surrounded by the best of the best across many different disciplines. The company actively facilitates learning opportunities through events online and offline. Generally, if there’s a topic of interest, there will be an in-house expert somewhere in the company who is happy to share their knowledge. On top of that, we have access to a wide range of research, databases and sports industry news at our fingertips. It’s non-stop learning in this environment which is definitely one of the perks of agency life.

What do you find most rewarding about working in sports management? 

Without a doubt, the people I work with make the job. There is a special mix of passion, intellect and unpretentiousness in the sports industry that makes it particularly enjoyable and hard to emulate. The fact I get to work with people I like, respect and who teach me new things on a daily basis is very rewarding.

How do you balance the demands of working with two major sports entities like the US Open and the NFL? 

It’s not easy, especially with the NFL season starting at the same time as the US Open. I try to clearly identify what is most important to each client and prioritise accordingly but it’s really a team effort. I couldn’t meet the demands of both clients without the help of a fantastic team around me that I trust and are always willing to support.

Are there any upcoming projects or initiatives for the US Open that you’re particularly excited about? 

Our US team have been involved in the domestic media rights deal for the US Open so, I’m very excited about the next stage of this as it relates to growing the US tennis fan base together over the next 12 years. The decisions we collectively make genuinely have an impact on the next generation of tennis fans, which is very special to think about.

How do you maintain strong relationships with clients and stakeholders in the sports industry? 

Just show you care. Sometimes there isn’t one right answer but if your client genuinely feels that you care and are making decisions in their best interests, trust is built in the long term.

My manager shared a quote by Billie Jean King recently that really resonated with me and reflects this well – “The main thing is to care. Care very hard, even if it is only a game you are playing.”

Quick-fire questions… 

What song do you have on repeat in the holiday season?  

I’m basic on this one. Mariah Carey, All I want for Christmas – no doubt.  

What’s your favourite sporting event in the calendar 

The US Open Tennis Championships, of course. 

Favourite movie?  

Midnight in Paris – Woody Allen.