Group Y Content : Building Bridges

In this Week’s Group Y Content, Courtney Carter, CRO of the Seattle Sounders and Reign FC, joins Group Y Live to share her journey from elite athlete to trailblazer in sports, media, and talent representation. From MLS and ESPN to founding her own agency, Courtney unpacks the power of storytelling, community, and creating space for underrepresented voices.

** Plus we have 2 upcoming Group Y events - CreativityFlow (Laguna Beach CA) and SoundSportStyle (Portland OR)

Building Bridges
Intersection of Sports, Media & Entertainment

In this episode of Group Y Live, host Oli Russell-Cowan welcomes Courtney Carter, the Chief Revenue Officer for the Seattle Sounders FC and Seattle Reign FC.

Courtney shares her inspiring journey from a competitive soccer player to a significant figure in sports marketing and talent representation. The conversation delves into her experiences with Major League Soccer, ESPN, and CAA, highlighting the evolution of media and the importance of diversifying across traditional and new media platforms.

Courtney reflects on her early career, discussing her time at Oregon State University, where she played soccer at a high level. After the WUSA folded, she transitioned into the sports industry, starting with an internship at the Knicks and later moving to Major League Soccer.

She emphasizes the challenges of educating potential partners about soccer in the U.S. during a time when the sport was still gaining traction. "We had to create quality control, right? So you didn't go to an MLS game and had an amazing time and then went to a U.S. soccer game and it was bad," she explains, illustrating the need for consistency in the sport's marketing.

Moving on to her time at ESPN, Courtney discusses her role in the internal creative agency, where she helped develop innovative marketing campaigns that bridged the gap between advertisers and audiences. She recalls the excitement of working on projects that integrated traditional media with emerging platforms like YouTube and Vine. This experience laid the groundwork for her later work at CAA, where she focused on representing non-scripted talent and navigating the early days of the creator economy.

“The idea that stories matter and making something that's very personal to something very global.”

Courtney's transition to starting her own business, Carter Media Group, was driven by her desire to work closely with talent and help them reclaim their identities in the entertainment industry. She shares how her partnership with clients like Selema Masekela and Ghetto Gastro allowed her to explore creative storytelling and build brands that resonated with diverse audiences. Her passion for empowering underrepresented voices in media is evident as she discusses the importance of authenticity in storytelling.

Finally, Courtney reflects on her current role with the Seattle Sounders and Reign, where she is excited about upcoming projects, including the Club World Cup. She emphasizes the significance of community and belonging in sports, stating, "We belong here like the Sounders belong on the global stage. We've earned it." This sentiment encapsulates her vision for the future of the teams and the broader impact of sports in fostering inclusivity and connection.

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KEY TAKEAWAYS

• Embrace your journey: Your unique experiences can lead to unexpected opportunities and career paths.

2. Educate and advocate: Be prepared to educate others about your industry or passion, especially if it's still emerging.

3. Foster authenticity: In a world of content creation, staying true to your identity and values is crucial for building a meaningful brand.

4. Build community: Focus on creating inclusive spaces where everyone feels they belong, as this can enhance engagement and loyalty.

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UPCOMING EVENTS

WHERE ART + DESIGN MEETS COMMERCE
Creativity Flow Speaker Series on May 7th

Join us for the finale of Season 2 on Wednesday, May 7th at the award-winning CreativityFlow speaker series in Laguna Beach, CA at the Rivian South Coast Theater.

SPEAKERS - MAY 7th
• Sophia Chang - Visionary Designer / Illustrator
• Jeff Hammoud - Chief Design Officer at Rivian

SOUND.SPORT.STYLE
May 22nd • Portland OR

Join us for an evening celebrating the creative spirit of Portland. From storytelling and sport to the culture, people, and community that make this city so dynamic.

The night will feature a mix of panels and intimate conversations. No formal decks, no presentations, just real talk about creative journeys, pivotal moments, and building something meaningful in Portland.

TELL US

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