LaRhonda Burley Recap

On Tuesday, February 26, the University of Maryland Sports Business Society welcomed LaRhonda Burley, Vice President of the National Fitness Foundation (NFF).

Burley attended the University of Maryland and graduated in 2005 with a focus on international business. However, her inspiration for a career in sports business was captured while coaching lacrosse at a private DC high school and later earning a master’s degree in sports management and marketing from Georgetown University, where she graduated No. 2 in her class and now serves as a faculty member.

“Education is something that you always take with you,” Burley said. “My Georgetown education, my Maryland education … is probably the thing that I’m most proud that I’ve ever done, ever will do. No matter where you are in life, no one can take your degree from you.”

Burley started her professional career interning at the 2009 AT&T International Tournament through the Tiger Woods Foundation, and as a result, followed her interest in sponsorship and branding by pursuing a role with the Washington Mystics. Additionally, Burley talked about her experiences with the Washington Redskins and her role of overseeing sponsorship activation for the organization.

Burley also spoke about her experiences at the NFL Players Association (NFLPA). She provided insight into all 32 NFL clubs and the importance of protecting player’s marketing rights. Two unique examples of her related work included Todd Gurley’s partnership with Gatorade and the legal implications of tattoos in brand campaigns.

Currently, Burley is working with the NFF with a goal of building brand awareness and cultivating strategic partnerships in support of youth sports programs throughout the United States. The NFF is the only congressionally chartered non-profit in the country with a focus on youth sports, health and fitness.

Goals of the organization include increasing the numbers of girls participating in sports programs and to end the decline of youth sports participation overall. Avenues to achieve these goals include the creation of the first National Endowment for Youth Sports in 2018, the American Youth Sports Pledge, as well as other programs to encourage support of the youth sports movement.

As she supports a national organization, Burley’s role includes traveling throughout the country to foster relationships and strategize on the best ways to gain supporters in various markets. She is excited for the future of the organization and inspired by the opportunity to use her background in professional sports to make a difference in the youth sports community.

“I saw this role as an opportunity to make a lasting impact within the youth sports ecosystem, which is key in the development of professional athletes across every discipline,” Burley said. “The fitness component is important, but our focus is equally on the benefits of youth sports participation in character development. Not everyone will become a professional athlete, but the lessons in leadership, teamwork, determination, etc., taught through youth sports participation are beneficial to everyone.”

Burley provided enthusiasm, excitement, and insightful information on her past and current experiences in the sports industry. She alluded to the importance of networking and building valuable relationships with your peers and reminded everyone about staying in the moment.

“Enjoy the journey and don’t be afraid to try,” Burley urged.