Katie Soyka Photography
Kareeda Chones-Aguam
Vice President, Partner Strategy and Management, Milwaukee Bucks and Fiserv Forum
Born: Beachwood, Ohio
Education: Marquette University, B.A., communications, Spanish minor
As a front-office veteran for the Milwaukee Bucks, Kareeda Chones-Aguam had good reason to be nervous when the Bucks were sold in 2014.
New ownership could spell major management changes, but Chones-Aguam has shined under the new regime, adapting to an aggressive new sales-focused culture and leading the Bucks through an astounding level of sponsorship growth.
During the 2018-19 season, the team’s first in Fiserv Forum, year-over-year partnership revenue growth hit 58%, and there’s been a steady increase in the number of partnerships that the team has retained, including 80% retention for the 2019-20 season.
“We changed the culture of how we sell,” she said. “No more are we just checking boxes with partners. We are making sure we are listening to our partners and it is more customized. We are developing objectives and goals and transferring that into how we run our business.”
Chones-Aguam’s father, Jim, played eight seasons in the NBA, and she is one of six siblings to play Division I basketball. Like her dad, she played at Marquette and then joined the Bucks in 1999.
Chones-Aguam relishes the culture shift that came with the Bucks’ new ownership. “It is more open and supportive,” she said. “I’m loving every minute of it.” — John Lombardo
More about Kareeda
Biggest work/life adjustment in quarantine: Working to juggle real time home (children) needs in the midst of a booked workday; not apologizing for little ones in the background on my calls, because it’s life right now; home life scheduling meals and pick up/delivery groceries has changed the game for me!
Advice to my younger self: Speak up and ask for what you want; don’t assume they will notice!
Woman in sports business I’d most like to meet: Serena Williams. I love everything about what she represents for women, beyond what she has proven and achieved on the tennis court, her stance for social justice issues and push for female equality is admirable.
Change I’d make related to women working in sports: In addition to wanting to see a continued growth of women executives being welcomed into upper management and leadership roles within sports organizations (a true seat at the table), I would like to see an increased effort to have female head coaches in both female and male sports at the collegiate and professional levels
