Seattle Reign FC and Seattle Sounders FC Congratulate Courtney Carter on Being Named ADWEEK Sports Marketing MVP

Hired in mid-2024, Carter’s impact across both Seattle soccer clubs is recognized with a national honor for her work at the intersection of sport, culture, partnerships and content

Seattle Reign FC and Seattle Sounders FC are proud to congratulate Courtney Carter, Chief Revenue Officer for both clubs, on being named an ADWEEK Sports Marketing MVP in recognition of her groundbreaking work at the intersection of sport, culture and content.

Bringing innovation, inclusivity and storytelling to two topflight soccer clubs, Carter has elevated the Reign FC and Sounders FC brands, crafting campaigns that resonate with fans, partners and communities on a global scale.

“Courtney’s recognition as an ADWEEK Sports Marketing MVP is well-deserved,” said Hugh Weber, President of Business Operations for Seattle Sounders FC. “Her visionary leadership and creative approach continue to redefine how sport, storytelling and culture come together for our clubs, driving meaningful connections and inspiring action.”

Since joining the organization last year, Carter has spearheaded integrated efforts across both clubs – driving revenue through partnerships, audience engagement, ticketing innovation and development opportunities across the organization’s brand spectrum.

In the past six months, Carter has helped lead groundbreaking initiatives that have garnered both local and national attention. Highlights include launching a nationally recognized MLS jersey, the Salish Sea Kit, co-designed with Coast Salish weavers, while reintroducing the Seattle Reign FC brand with a refined identity honoring the club’s history. Carter has brought in new partners like Alaska Airlines, Starbucks and Sheraton, while doubling Reign FC’s partnership portfolio and revenue in 12 months. She also oversaw culturally resonant projects such as the Seattle Reign FC anthem “STAND UP” and its Jason Bergh-directed companion documentary, as well as the creative Cloak & Crown content series. Additional milestones under her leadership include a partnership with Puget Sound Energy to deepen ties with Seattle’s Spanish-speaking community, a Cynopsis Sports Media Award for the R15E campaign honoring Megan Rapinoe, in addition to launching a unique capsule line with streetwear pioneer HOMETEAM surrounding the FIFA Club World Cup. These achievements underscore Carter’s ability to seamlessly connect sport, culture and community in ways that elevate both clubs and the city they represent.

“I am deeply honored to be recognized as an ADWEEK Sports Marketing MVP,” said Courtney Carter. “This acknowledgment reflects not just my work, but the passion of the entire Sounders and Reign communities who bring sport and culture together in such powerful ways. To be part of clubs that live at the cultural heartbeat of Seattle is truly inspiring. I look forward to continuing to tell these meaningful stories with purpose, innovation and heart.” 

Carter brings a wealth of experience to Seattle’s soccer clubs from her prior roles at ESPN, CAA, MLS / Soccer United Marketing, and as Founder & CEO of Carter Media Group. Her celebrated track record in brand partnerships, campaign development and storytelling-driven revenue initiatives support the dynamic evolution of both clubs in a culturally-driven sports landscape.