Title:GEMA Alumni Spotlight – Sarah M. Swanson (C’97), Chief Brand Officer, WTA Ventures

As part of the commercial arm of the WTA, Sarah M. Swanson (C’97) leads all brand and marketing for the Women’s Tennis Association. Taking fans inside the WTA Tour, she drives value and awareness for their incredible players and the 50+ member tournaments across the globe.

What was your first “big break”? Or, what is the most significant experience you have had that has made your success possible?

When I started with the NFL, as VP of Marketing for NFL Network, my career shifted. I had learned so much from earlier agency experience, but the NFL changed my trajectory. I was able to gain experience from some of the smartest and most innovative thinkers in the sports business industry, both in the US and then the UK, and I’ve been able to take that knowledge into everything I’ve done that followed. 

What is the most challenging part of your job? What is the most rewarding part?

The most challenging part is just the scope and scale of the WTA. It’s an extraordinary privilege to work on a Tour that spans the entire globe, across 11 months of the year, but it’s tough to resonate and stay top of mind with fans week in, week out when their favorite player may be playing in the middle of the night, on the other side of the world. 

The most rewarding part is absolutely seeing athletes break through. We invest in our players with time and storytelling to help bring fans closer. When a player has a breakthrough moment and rises to the top, I feel an almost personal pride in showcasing them on that stage. 

What is something current you are working on that you are excited about?

We just announced a significant deal naming Mercedes-Benz as our Premier Partner and the official automobile partner of the WTA Tour. It’s a truly groundbreaking moment for our sport, and for women’s sports more broadly. Now I get to bring it to life! 

How is the ever-changing media landscape affecting your industry?

We need people to be able to watch women’s tennis! It’s the most critical way to engage with the WTA and it remains a huge revenue driver across all sports. The changing media landscape just makes it ever more challenging to tell fans where to watch and how to watch. 

Are there any ways that you feel Georgetown especially prepared you for your career?

Definitely. Georgetown’s commitment to educating the “whole person” has really resonated with me throughout my career. I think my four years taught me to communicate well, seek understanding, and challenge and look at the world through a global lens. 

What is your best advice to those who are starting out in your field?

Everything is an opportunity. Careers are really long, and each step leads to the next. It’s so important to learn, ask questions, and build relationships that can pay off in the future. 

Best Business Advice Received:

Our founder and icon Billie Jean King says “pressure is a privilege” and I try to remember that every day! 

Trait You Most Admire in People: 

Transparency. I believe most things can be worked through with direct and transparent communication. 

Favorite App, Website, Podcast or Social Platform (other than related to your own company):

Besides the WTA, of course, I love the Ringer-verse. I live my personal and professional life at the intersection of sports and pop culture, and that’s exactly what Bill Simmons has created with the various sites, pods, and platforms of the Ringer-verse. 

Favorite Georgetown Professor:

Michael J. Collins, PhD. I had the opportunity to learn Shakespeare from him, but also to work for him when he was Dean of the School for Summer and Continuing Education. He inspired much of my love of British theatre (and part of my early career, as well.)  

Favorite Georgetown Restaurant or Bar:

It’s really hard not to say The Tombs. Iconic. 

Favorite Georgetown Memory:

So many! I really remember on warm spring/fall evenings a bunch of us would just hop in the car and go on a “monument run”—music loud, singing along, windows open—driving through the streets of DC with so much hope and friendship. It was so beautiful and so much fun! 

To read other Alumni Spotlights, click here.