Nicole Jeter West - CEO of Underdog Venture Team

The Sports Deli

Nicole Jeter West is the Chief Executive Office of underdog venture team, an organization on a mission to change

the game of sports business with a new “pay it forward” model that invests in unique, social-impact driven

business opportunities led by passionate and diverse leaders. As CEO, Jeter West is responsible for the

organization’s leadership, strategic vision and growth initiatives with a focus on empowering the next generation

of women and BIPOC leaders to up level the entire industry. Jeter West is on a mission to create an environment

that prioritizes its values and hires based on diversity of thought, experiences and talent. Encouraging and

supporting curiosity will breed innovation.

With more than 20 years’ experience in the sports and entertainment industry, Jeter West is renowned for her

ability to apply data-driven thinking to develop new business models and innovative partnership platforms, earning

her reputation as an innovator, strategist, problem-solver and natural born leader. She joined underdog venture

team from the LA28 Olympic and Paralympic Games, where she was the head of brand marketing and

engagement. Rooted in co-creation, powerful storytelling and empowered by data insights and technology, she

led the organization’s cross-functional team that delivered the Games’ first-ever interactive emblem and dynamic

brand launch in fall 2020. Nicole focused on developing LA28’s data strategy vision and building infrastructure,

teams and systems to transform the future fan and athlete experience in the global Olympic and Paralympic

movement.

Prior to joining LA28, Jeter West was the chief marketing officer for Legends and led all aspects of worldwide

marketing and communications and was a key contributor to Legends’ growth across all business verticals; most

notably attractions, collegiate fundraising, and hospitality. She helped launch and served on the board of the

experiential agency, Edge XP – a joint venture between Productive Edge and Legends – that combined digital,

physical and virtual technologies. In 2019, Jeter West was named Legends’ General Manager for U.S. Olympic

and Paralympic Properties, LA28’s joint commercial venture, and was a critical partner in the organization’s

foundational year.

Jeter West spent five years as the managing director of ticket and digital for the United States Tennis Association

(USTA). She started her career in marketing at Madison Square Garden and the New York Knicks.

She has earned Sports Business Journal’s “40 Under 40” and “Power Players” honors while also being named

one of Sports Illustrated's “100 Influential Black Women in Sports”.

Jeter West is a graduate of the University of Delaware, where she serves on the Board for Next League and the

University of Delaware’s Women’s Leadership Initiative. She mentors numerous young executives throughout the

sports and entertainment industry and is an active member of Delta Sigma Theta Sorority Inc.

She resides in New Jersey with her husband and three children.

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