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Charlotte Jones Anderson

Executive Vice President & Chief Brand Officer
Dallas Cowboys

Charlotte Jones Anderson, Dallas Cowboys Executive Vice President and Chief Brand Officer, oversees all strategies and applications surrounding the team’s brand as it is presented to fans. Working in the executive office since 1989, Anderson’s experience has made her one of the most innovative and versatile executives among women in professional sports and executives as a whole. 

Her vision and direction guides the Cowboys in brand marketing, fan engagement, stadium design, entertainment, licensed apparel, cause marketing and community relations. She played a prominent role in shaping the design, décor, sponsor integration and overall presentation of AT&T Stadium, the state-of-the-art venue that opened in 2009. She contributed to the design of The Star - the new Dallas Cowboys World Headquarters, training facility and event center.

Under Anderson’s guidance, the venue has hosted some of the highest profile sports and entertainment events in the world, including Super Bowl XLV, the 2010 NBA All Star Game, the 2014 NCAA Men’s Final Four, the annual Cotton Bowl Classic and the inaugural College Football Championship game in 2015.  Also hosted the Academy of Country Music Awards, and WrestleMania 32, both events broke ratings and attendance records.

Anderson serves as Chairman of the NFL Foundation and is responsible for spearheading the NFL efforts in youth football participation, health and safety, and community outreach. She is the first woman to serve in this capacity for an NFL charitable institution and the first woman to represent club ownership as leader of a major professional sports league foundation. She also serves on the NFL Conduct Committee, which endorses and enhances the personal conduct policy for NFL players and employees.

She is President of the Dallas Cowboys Cheerleaders and is responsible for supervising what is considered to be the most prominent organization of its kind in the world.

Philanthropically, Anderson served as Chairman of The Salvation Army’s National Advisory Board from 2010-2014 and was the first woman to serve in that role. In 1997, she introduced pioneered fundraising on the worldwide stage by focusing a Thanksgiving Day national television audience during the Cowboys halftime and the unique opportunity to kick off The Salvation Army’s National Red Kettle Campaign. Anderson set the wheels in motion, helping the Army raise more than two billion dollars, by combining the Dallas Cowboys and popular musical entertainers.

In 2017, she was inducted into the Arkansas Sports Hall of Fame for Football Administration.

Anderson travels across the U.S. speaking on philanthropic initiatives and brand innovation. She is a graduate of Stanford University with a degree in Human Biology, married and a mother of three.

Tuesday, April 17

At The Top of the Agenda: Issues, Trends and Opinions That Matter

The opening roundtable at World Congress sets the stage for two days of dialogue and insights from industry thought leaders. And it’s your opportunity to hear the issues and trends that are top-of-mind for a cross-section of leading sports executives and personalities, who will also offer their point of view on the most pressing items in sports business. You will hear from:

Charlotte Jones Anderson, Executive Vice President & Chief Brand Officer, Dallas Cowboys
Amy Brooks, President, Team Marketing and Business Operations & Chief Innovation Officer, NBA
Burke Magnus, Executive Vice President, Programming and Scheduling, ESPN
Larry Scott, Commissioner, Pac-12 Conference
Jared Smith, President, Ticketmaster North America
Amy Trask, Football Analyst, CBS Sports and CBS Sports Network; Chairman, BIG3
Moderator: Abraham Madkour, Executive Editor, SportsBusiness Daily/Journal