The USL has made a major hire, as the league is appointing Leonardo Santiago to its vice president of marketing and communications position.
With nearly two decades of sports marketing and communications experience, Santiago joins the USL with a specialization in ideation and execution of national brand awareness campaigns, message development and digital marketing. In his new role, he will oversee several areas of USL marketing including public relations, events, broadcasting and partnerships, among others.
“Lenny’s commitment and proven track record make him the perfect fit for the United Soccer League as we continue to experience exciting, sustainable growth,” says Alec Papadakis, USL Chief Executive Officer. “With his added bilingual capabilities, he brings a unique perspective to our diverse league that enables us to reach a broader fan base across North America.”
Formerly, Santiago was Vice President of Communications for Miami FC, where he developed the team’s initial public relations strategy to increase local, regional, national and international media coverage. He also held the same position for Orlando City SC of Major League Soccer where, in 2015, the team generated more than $100 million in publicity while experiencing the highest attendance for a league debutant.
“I am honored to join the USL as it continues to build the future of professional soccer in North America,” said Santiago. “Through marketing innovation, strategic communication and industry-wide collaboration, we will help the USL secure its role as a model league in the global soccer landscape.”
Prior to his experience in professional soccer, Santiago spent 11 years with International Speedway Corporation and Daytona International Speedway, where he spearheaded the communications strategy for the $400 million DAYTONA RISING redevelopment project, and received Florida Public Relations Association’s “Golden Image Award” for the Speedway’s repaving project in 2011.
Santiago received his Master of Business Administration from the University of Central Florida and Bachelor’s Degree in Communications from Rutgers University.
Image courtesy FC Cincinnati.