Group Created with Sketch.
Volume 22 No. 6
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Jaime Weston, NFL

Photo by: KRYSTAL ATWATER
T
he NFL has long been the most ubiquitous sports property in America. Amplifying that power was just a question of allocating resources.

Jaime Weston
NFL,
SENIOR VICE PRESIDENT, MARKETING
Jaime Weston has been part of the team redistributing the NFL’s marketing assets since 2003. During that time, the NFL has segmented its fan base from a banal mix of casual and avid to eight discrete segments; installed a centralized brand management structure; substituted a number for a Roman numeral at Super Bowl 50; and updated the NFL’s logo.

“We went through 200 different versions of [the logo] and maybe as many meetings over two years,” laughed Weston, recalling that at the 2006 reception at NFL headquarters to celebrate the installation of the new commissioner, she shook Roger Goodell’s hand and told him, “Congrats, now let’s change the shield.”

A decade later, Weston is directing brand management, in-house creative, fan development, advertising, and entertainment marketing for the NFL, while reporting to league CMO Dawn Hudson.

“She has a great understanding of branding, marketing and creative services,” said New York Road Runners President and CEO Michael Capiraso, who hired Weston in 2003, when he was the NFL’s vice president of marketing and executive creative director. “But her ability to communicate throughout the organization is what’s allowed her to get so much accomplished.”

Said Weston: “The landscape to communicate with fans obviously has changed dramatically, so we’re building platforms for more fan segments and marketing outside of just our key events. We want to show people that the shield has a heart and soul behind it. My job is to make sure that comes through authentically in every brand expression.”

— Terry Lefton

  • An attribute I look for when hiring: Authenticity and honesty.
  • A networking tip I’ve learned: Don’t beat around the bush. Be clear and focused on what you hope to get out of the relationship.
  • Biggest challenge I face working in sports: Staying ahead of the ever-changing media landscape. Families don’t come together around the dinner table every night like they used to, but they still come around the game of football. That is special.
  • Best advice I’ve received for career development: Don’t waste time fretting about where you think you should be in life. Focus on your experiences in the here and now, and recognize how they can shape your future.
  • Woman in sports business I’d most like to meet: Kim Pegula, the new owner of the Bills. Her story is incredible, and I look forward to seeing the future of the Bills brand, and the story of Buffalo, unfold.
  • Most memorable sporting event attended: So many, but if I can go off script and mention a non-game event, it would be being a part of the Together We Make Football contest that we ran from 2013-15 in partnership with “Today.” Fans told us their personal stories of why football inspires them and we, in turn, sent winners on a trip of a lifetime to the Super Bowl. Meeting the winners and hearing their stories impacted me profoundly.
  • Cause supported: SNACK (Special Needs Activity Center for Kids), started by a family friend and my sister. A simple concept: Create an activities center for children and teens who are on the autism spectrum. SNACK offers after-school activities in a fun and safe environment, everything such as swimming, soccer, music and yoga.