🏆 How To Build a 20-Year Career in Sports

George Stieren is the former Chief Marketing Officer at US Youth Soccer and has worked across multiple sports properties, including a 14-year run with the San Diego Padres, NASCAR's International Speedway Corporation at Homestead-Miami Speedway, the Fort Lauderdale Strikers (NASL), and the Southland Conference. His diverse portfolio spans baseball, auto racing, soccer, and college athletics, with notable experiences working two World Baseball Classics, multiple Daytona 500s, and two Final Fours.

Illinois to the Big Leagues

George grew up in Springfield, Illinois, as a multi-sport athlete who excelled in baseball and track. Originally pursuing broadcast journalism with dreams of becoming a sports broadcaster, his path shifted during a pivotal conversation in his senior year at Eastern Illinois University.

His entry into professional sports began in California’s minor leagues. After graduate school, he landed an internship with the Palm Springs Angels, then moved with the organization to Lake Elsinore to help open The Diamond, which he describes as a really renowned minor league place. That experience led to his big break. "About a year and a half into that, I got an offer from the Padres."

His 14-year tenure with San Diego became the foundation of his career. "I was always doing something PR related, entertainment, promotions, and ended up director of communications," he says. The role encompassed major milestones, including opening a new facility, working the first two World Baseball Classics, and building what would become a lifetime of amazing memories.

The NASCAR Switch-Up

After leaving the Padres in 2009 and briefly running his own consulting firm, George received an unexpected call from a headhunter about Homestead Miami Speedway. The transition to NASCAR proved to be a cultural shift. "NASCAR was a very big cultural swing from baseball."

That leap kicked off a string of new opportunities, including working in international soccer with the Fort Lauderdale Strikers, helping run championship events with the Southland Conference, stepping onto a university campus full-time at North Texas, and eventually joining US Youth Soccer as Chief Marketing Officer.

The Passion Factor

Throughout his diverse career, George has identified a common thread among successful people in sports. "I would say the one that overlaps without a doubt is passion." But he emphasizes an important distinction. "It’s probably a given if you want to work in sports that you love the game or whatever the sport is. But do you love the industry side? Do you love the business side? That is a huge distinction that we do not talk about enough."

Finding Your Why in the Business of Sport

George’s motivation became clear during a conversation about law school. After seeking advice from attorney friends and colleagues, he realized, "I’m right where I want to be." His passion runs deep. "I genuinely love the business of sport. I really do. I’m fascinated by it. That passion is what drives me."

He draws parallels to other professions. "I picture stockbrokers being fascinated with the market, and surgeons fascinated with the latest medical advancements. That is my thing." For George, the constantly evolving nature of the sports business, from NIL to gambling to social media, presents a challenge to keep up. "A good challenge, not a negative thing."

The Olympic Dream

Looking ahead, George’s ultimate goal remains within reach. "If I could write my own script, that is what’s next," he says about his desire to work in the Olympic movement. Inspired by the career of former US Youth Soccer CEO Skip Gilbert, whose background spans USA Swimming, USA Triathlon, and more, George continues to pursue opportunities that align with his long-held ambition to contribute to Olympic sports.

After two decades navigating the business of sports, George’s journey illustrates that success comes not just from loving the game but from embracing the industry itself, with all its challenges, pivots, and unexpected opportunities along the way.