About USM

Universal Sports Marketing (USM) is a diversified sales, marketing, and promotional agency, specializing in branding athletes and teams, filling arenas, and building franchise value. USM identifies and fulfills global revenue opportunities in the rapidly-changing sports world.

Steven Warshaw
Managing Director

Prior to the formation of Universal Sports Marketing, Steven Warshaw developed his skills and relationships during three pivotal career phases: Team Management, Athlete Marketing, and International Ventures.

Warshaw's expertise is focused on generating revenue and relevance for a broad base of global sports clients. From the mainstream: NHL, NBA, USOC, IMG, HBO and ICM to the esoteric: The Kontinental Hockey League, Calumet Farm, World TeamTennis, Rockford Lightning, Bay State Bombardiers, Helena Brewers and Long Beach Ice Dogs

Team Management:

As a GM and consultant for international and minor-pro hockey, basketball, and baseball teams, Warshaw broke numerous league records for attendance, broadcast rights fees, sponsorship sales, and merchandising revenues. (From Moscow, Russia to Helena, MT … Rockford, IL to Worcester, MA … Pittsburgh, PA to Cleveland, OH)

Athlete Marketing:

During his years as IMG’s Director of Team Sports Marketing, Warshaw generated off-field/off-ice/off-court income for the firm's premier ‘team sports’ athletes, including Joe Montana, Herschel Walker, Wayne Gretzky, Mario Lemieux, Brett Hull, Jaromir Jagr, Joe Morgan, Earl Weaver, James Worthy, Kurt Rambis, Michael Adams, Dave Cowens, Joe Theismann and Ben Davidson.

International Ventures:

As the EVP of the Pittsburgh Penguins, Warshaw rebranded and launched the Red Army Hockey team in Moscow as "The Russian Penguins,” becoming a major factor in the hockey world. From a standing start, Warshaw secured major sponsorships with Coca-Cola, Delta Airlines, Panasonic, Ernst & Young, McDonald's, Kraft, Seagram’s, Baskin Robbins, etc., and outsold three NHL clubs in jersey sales.

Areas of Expertise

Team Management

Beyond the logistics of successfully operating arenas and stadiums, is the critical component of occupancy. An empty arena is the death-knell for sports teams. USM prides itself on filling arenas, ballparks and stadiums, providing ownership with league-leading attendance, public relations hits, and increasing the club's franchise value. USM engages the local communities and blends 501(c)(3)s into the marketing mix.

Athlete Marketing

Today’s sports deities have become their own brands and need to be guided through the minefields. USM advises athletes on branding, marketing, endorsements, speaking engagements, and appearances, while implementing a positive PR plan and creating charitable foundations and events. "Image is Everything," and USM will enhance every star's public persona.

Communications and Media

Understanding the target audience and market it serves (or will serve) is the key to a successful campaign. Demographic analysis and a solid grapevine is essential to making the right decisions, and experience at every level is critical. USM ensures the best media coverage and press relations for its clients: Sports Management Agencies, Olympic Committees, teams, leagues, and athletes.

Event and Tour Production

USM designs and produces investor conferences, tributes, concerts, golf outings, and 501(c)(3) events that contribute to the image of its clients. When executed correctly, the public relations benefits and resulting employee pride is invaluable. Events should be brand-building and memorable, strengthening a company's reputation and industry image.

“Even if you’re on the right track, you’ll get run over if you just sit there.”
— Will Rogers

Universal Sports Marketing