Senior Vice President, Brand Alliances

As Senior Vice President of Brand Alliances, Carter Ladd is responsible for spearheading the enterprise’s new business efforts, club commercial development, commercial insights and consumer products business of Major League Soccer and Soccer United Marketing (SUM).

Ladd and his team oversee key revenue streams and strategies across SUM’s soccer properties in North America, including MLS, the U.S. Soccer Federation, Mexican Soccer Federation, MLS’ partnership with Liga MX on Leagues Cup and Campeones Cup, and Concacaf, which includes Gold Cup and Champions League. They have established MLS as one of the most exciting and successful sports properties, thanks to support from key partners like adidas, Diageo, Fanatics, Heineken, and P&G, which have been instrumental in helping shape the overall rise in popularity of soccer in this region of the world. In 2020, Ladd’s team successfully authored and executed the commercial plan for the MLS is Back Tournament in Orlando that brought MLS, its clubs and the League’s 500+ marketing partners back to the field of play during the pandemic. 

Prior to joining the organization in 2012, Ladd managed business development at Michael Waltrip Racing (NASCAR), and was a Partnership Marketing executive with the Charlotte Hornets of the NBA. 

A graduate of Wofford College, Ladd resides in Darien, Connecticut with his wife and two children.

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