Edition #58
August 12, 2026
Welcome to The W Profile, a study of the women leading at the intersection of sports, media, and global business. As college athletics adopts professional structures, it is instructive to look to the visionaries who have already mastered the complexities of the corporate world. By bringing C-Suite lessons to the athletics community, this series will provide leaders with the insights necessary to build a lasting legacy.
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Introduction
When David Tepper finalized his purchase of the Carolina Panthers in 2018, the transition represented the largest sale in NFL history at the time. Behind the scenes, the monumental due diligence process was led by Kristi Coleman, a meticulous finance director who had originally started with the franchise as a public auditor.
Today, as the President of the Carolina Panthers and the CEO of Tepper Sports & Entertainment (TSE), Coleman is one of the highest-ranking women in the NFL. When she was elevated to the position in 2022, she made history as just the second woman ever to ascend to team president of an NFL franchise. She is tasked with overseeing the sprawling business operations of the Panthers, Major League Soccer's Charlotte FC, and Bank of America Stadium.
From the Ledger to the Corner Office
Coleman’s executive trajectory is a masterclass in seizing serendipitous opportunities and demonstrating indispensable value. Growing up in Fair Play, South Carolina, she earned her undergraduate and master’s degrees in accounting from Clemson University before joining Deloitte in 2008. By chance, the Panthers were assigned to her as an audit client.
She officially joined the Panthers in 2014 as a controller, eventually rising to Director of Finance, then CFO of Tepper Sports & Entertainment. When the ownership transition occurred in 2018, Coleman proved her operational necessity by being relentlessly available and deeply knowledgeable about the organization's financial architecture. Earning the absolute trust of the new ownership group, she was elevated to team president in 2022 and CEO of TSE in 2024, proving that the most direct path to the C-Suite is often paved with operational competency.
The Launch of Charlotte FC
When Tepper Sports & Entertainment sought to expand its footprint beyond the NFL, Coleman was instrumental in the execution of two massive commercial shifts: the launch of Major League Soccer's Charlotte FC and the transformation of Bank of America Stadium into a year-round entertainment destination.
Rather than relying on traditional marketing to launch a new soccer franchise in a historic football market, Coleman leveraged deep data analytics to identify and engage potential fans across the Carolinas. This strategy culminated in a historic home debut on March 5, 2022, drawing 74,479 fans to Bank of America Stadium, setting what was then the largest single-match attendance record in MLS history. Charlotte FC has since become a commercial juggernaut, consistently drawing average crowds of over 35,000 fans per match during its inaugural season.
Crucially, Coleman didn't just help launch the team; she integrated it into a broader operational strategy. Historically, Bank of America Stadium hosted roughly 10 football-focused events annually. Under Coleman’s oversight, that number surged to nearly 40 major ticketed events a year, distributing nearly 2 million tickets annually for NFL games, MLS matches, international soccer friendlies, and massive global music tours. This successful diversification and proven economic impact arguably led directly to her successfully negotiating a multi-year extension of the stadium's naming rights agreement with Bank of America in late 2023, cementing the venue's financial foundation for its upcoming renovation.
The $1.3 Billion Stadium Transformation
While Coleman's early tenure was defined by stabilization, her legacy is currently being forged in concrete and steel. She was instrumental in the franchise's successful push to secure a historic public-private partnership with the City of Charlotte. What began as an estimated $800 million proposal has since grown into a massive $1.3 billion stadium overhaul.
Rather than pushing for a costly new enclosed stadium in the suburbs, Coleman advocated for preserving the venue's prime uptown location and keeping it open-air, embracing Charlotte's "wonderful" weather. Her relentless lobbying and transparent collaboration with municipal leaders resulted in the Charlotte City Council approving a $650 million contribution from local hospitality and tourism taxes.
Last month, the franchise released updated, highly detailed renderings of the sweeping transformation. Under Coleman's leadership, the updated vision includes expanding the stadium's footprint to create an inviting park-like setting, upgrading concourses and social patios with covered skyline views, installing massive new LED boards, and developing a 4,400-seat adjacent music venue to anchor a new "Charlotte corridor".
Takeaways
➤ Scaling the Enterprise: Her ability to seamlessly launch Charlotte FC and shatter MLS attendance records proves that modern NFL presidents can no longer just be "football executives." They must act as portfolio managers capable of building entirely new fanbases from scratch without cannibalizing their flagship brand.
➤ Data-Driven Market Expansion: By using deep data analytics rather than traditional legacy marketing to identify potential soccer fans across the Carolinas, Coleman demonstrated that the smartest way to launch an expansion franchise in a historic football market is to find a new audience, rather than simply cross-selling to the old one.
➤ Mastering the Public-Private Partnership: Her ability to secure a massive joint stadium renovation underscores the modern reality of sports business: a team president must be as adept at municipal politics as they are at corporate finance.
Read. Watch. Listen.
READ: Clemson News coverage of her address at "The Power of Leadership Series." Coleman discusses her executive journey, the importance of foundational kindness, and how she leveraged data analytics to build a brand and find the perfect audience for Charlotte FC. (link)
WATCH: Her interview on Forbes Media Row, where Coleman directly discusses the massive public-private stadium renovation and how the organization is integrating advanced technologies to elevate the fan experience. (link)
READ: The Charlotte Ledger's feature detailing her path to the top. In a direct Q&A format, she explores how she balanced a growing family while navigating the NFL's largest ownership transition. (link)
READ: City Lifestyle profiles "The Woman Behind the Teams." Through a candid interview, she explains how she made the jump from Deloitte to the Panthers, built trust with David Tepper, and stepped out from behind her Excel spreadsheets. (link)
Quote to Remember
I was a person behind a computer screen in my Excel spreadsheets. No one knew me, and probably not really Dave that well, either. I felt like I had to get out there and make relationships. I've got to get to know people. I've got to figure this out.
IN CASE YOU MISSED IT
Asha Sharma – Chief Executive Officer, Xbox
Publication Date: Sunday, August 9
Ruth Porat – President and Chief Investment Officer, Alphabet
Publication Date: Wednesday, August 5
Diane Hendricks – Co-founder and Chair, ABC Supply
Publication Date: Sunday, August 2
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(Posted from most recent over the last 15 days)
(NEW!) Athletic Assistant Director of Compliance (Kennesaw State University / Kennesaw, GA): Oversees athletic compliance with NCAA, conference, and university regulations; monitors adherence, provides training, and supports development and implementation of compliance policies. More details HERE.
(NEW!) Assistant Women's Bowling Coach, Part-time (Duquesne University / Pittsburgh, PA): Under the general direction of the Head Coach, the Asst. Women's Bowling Coach is responsible for the overall development, recruitment, training and competitive success of the women's bowling program. More details HERE.
(NEW!) Assistant Equipment Manager (Army West Point / West Point, NY): Procuring, supervising, and maintaining uniforms, equipment, and gear for all athletes, coaches, and support staff, ensuring that all health and safety measures are implemented and maintained. More details HERE.
(NEW!) Athletic Trainer (Army West Point / West Point, NY): Provides care, prevention, treatment, and rehabilitation of athletic injuries and related problems in cadet-athletes. Assumes primary responsibility for assigned team - Men's Soccer. More details HERE.
(NEW!) Part-Time Assistant Men's Volleyball Coach (Loras College / Dubuque, IA): Performs volleyball coaching and management activities, including recruitment of student-athletes in a National Collegiate Athletic Association--Division III intercollegiate Men's Volleyball program. More details HERE.
(NEW!) Coordinator, Creative Video & Reporter (Army West Point / West Point, NY): Developing, producing, and executing original multimedia content that enhances the visibility and reputation of Army West Point Athletics. More details HERE.
(NEW!) Director, Marketing and Fan Experience, Athletics (Kennesaw State University / Kennesaw, GA): Assists with coaching, recruiting, scheduling, budgeting, fundraising, player development, academic support, & administrative duties while ensuring compliance with KSU, NCAA, & conference regulations. More details HERE.
Coordinator of Intercollegiate Programming (Princeton University / Princeton, NJ): As the primary scheduler, the coordinator issues contracts for varsity contests, serves as game day event ops manager, provides support to Director, and coordinates the use of Teamworks for Athletics. More details HERE.
Associate Director of Athletic Compliance (Syracuse University / Syracuse, NY): Manages day-to-day compliance operations for 4 NCAA Division I sports. This role leads the admissions, VISA/ I-20 logistics and initial eligibility certification for all sports. More details HERE.
Assistant Athletic Director, Marketing (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): Cal Poly Athletics is seeking an experienced athletics marketing professional to join our team. More details HERE.
Director of Athletics Eligibility & Institutional Services (Colgate University / Hamilton, NY): A critical role within Colgate Athletics' student-athlete holistic support structure, primarily overseeing athletics eligibility and institutional services supporting the student-athlete experience. More details HERE.
Director, Social Media & Digital Content (University of Arizona / Tucson, AZ): Turn moments into movements. Lead Arizona Athletics' social media strategy and digital storytelling to connect, engage, and grow the Wildcat community. More details HERE.
Assistant Director, Financial Reporting & Analysis (University of Notre Dame / Notre Dame, IN): The Assistant Director, Financial Reporting & Analysis serves as a key financial contributor responsible for operational execution and analytical oversight of the department's financial activities. More details HERE.
Assistant Athletic Director of Business and Finance (Florida International University / Miami, FL): Manages daily operations and financial impact of sport team activities in assigned area and oversees the coordination of travel for intercollegiate athletics Teams, etc... More details HERE.
Strength & Conditioning Coach (Army West Point / West Point, NY): Directly supervise the performance training program of Olympic sports assigned teams. Contributing to the wellness of cadet-athletes, assisting cadet-athletes in optimizing competitive performance. More details HERE.
Executive Associate / Assistant Director of Administration (University of Arizona / Tucson, AZ): Support executive leadership at Arizona Athletics by managing high-level operations, confidential communications, and the daily functions of the Director of Athletics' office. More details HERE.
Assistant Athletic Director, Communications (California Polytechnic State University – San Luis Obispo / San Luis Obispo, CA): Cal Poly is looking for an experienced Sports Information Professional to join our team. More details HERE.
Strength & Conditioning Intern (Army West Point / West Point, NY): Gain exposure to Division I athletics and military/tactical training, continuing professional education, the opportunity to further develop as coaches in a practical setting. More details HERE.
Director of NIL Creative & Strategy - Creative Services (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Develop innovative strategies to increase athlete NIL value, generate revenue opportunities, strengthen recruiting efforts, and position Florida Athletics as a national leader in athlete branding. More details HERE.
Head Cross Country Coach/Assistant Coach for Men's and Women's Indoor and Outdoor Track & Field/Physical Education & Wellness Instructor (Massachusetts Institute of Technology – MIT / Cambridge, MA): This is a full-time (10-month appointment) benefits eligible position with full oversight of Men's & Women's Cross Country teams, assist with Indoor & Outdoor Track & Field. More details HERE.
Assistant Athletics Director, Athletic Communications (Army West Point / West Point, NY): Provides strategic leadership for all athletic communications, media relations, storytelling, and public relations efforts across 30 NCAA D1 programs. More details HERE.
Athletic Trainer (Missouri State University / Springfield, MO): To assist with the health and safety of student athletes. Assist with the coverage of athletic training services, sport coverage and rehabilitation and treatment of student athletes. More details HERE.
Athletic Trainer (Army West Point / West Point, NY): Provides care, prevention, treatment, and rehabilitation of athletic injuries and related problems in cadet-athletes. Assumes primary responsibility for an assigned athletic team(s). More details HERE.
Assistant Director, Event Management & Championships (Army West Point / West Point, NY): Contributing in the following areas: event management, football gameday operations, the planning & execution of NCAA & conference championships, game & facility scheduling, game contracts, camps, etc. More details HERE.
Head Women's Lacrosse Coach (Juniata College / Huntingdon, PA): Juniata College seeks a dynamic Head Women's Lacrosse Coach to lead, mentor, and build a culture of excellence on and off the field. More details HERE. What would it cost to move to Huntingdon? Click HERE
Head Football Equipment Manager (Florida International University / Miami, FL): Oversee all football equipment operations, including oversight of equipment staff and volunteers, inventory control, equipment reconditioning, communication systems, and the procurement and ordering. More details HERE.
Assistant Director of Compliance (Syracuse University / Syracuse, NY): Responsibilities include but are not limited to coordination of day-to-day compliance activities; primary contact for 4 sports. More details HERE.
Manager, Partnership Marketing (University of Arizona / Tucson, AZ): Join Arizona Sports Enterprises to execute sponsorship activations, strengthen partner relationships, and bring innovative marketing campaigns to life for Arizona Athletics. More details HERE.
Coordinator, Major Gifts (University of Arizona / Tucson, AZ): Join Arizona Athletics as Coordinator of Major Gifts, creating meaningful donor recognition experiences and strengthening relationships that fuel championship excellence. More details HERE.
Director, Major Gifts (University of Arizona / Tucson, AZ): Build meaningful donor relationships and inspire philanthropic investment in Arizona Athletics through strategic stewardship, engagement, and fundraising that fuels Wildcat success. More details HERE.
Compliance Intern (Army West Point / West Point, NY): Interns in Athletics Compliance will gain experience in NCAA bylaw regulation, federal Title IX regulation, legislative affairs, and data analytics and reporting. More details HERE.
Video Coordinator - Athletics (Missouri State University / Springfield, MO): The Video Coordinator will plan, shoot, edit, and produce all video content used by the Athletics department in support of the promotion and success of its intercollegiate athletics programs. More details HERE.
Marketing Coordinator (College Coaches Skills Camp (CCSC) / Remote): You'll work directly with the CEO to execute the company's marketing vision while owning the day-to-day execution of the marketing engine that drives athlete registrations. More details HERE.
Assistant Director of Development, Leadership Giving (University of Texas – Austin / Austin, TX): This position is in charge of maximizing revenues from leadership fundraising initiatives, including capital, DeLoss Dodds Leadership Team, the United Texas Circle, and endowed giving opportunities. More details HERE.
Assoc. Head Women's Swimming & Diving Coach (Army West Point / West Point, NY): Coaching Cadet-athletes, recruiting, monitoring Cadet-athletes' academic progress, scheduling, managing travel, overseeing the discipline and conduct of the Cadet-athletes. More details HERE.
Assistant Athletic Director, Major Gifts (University of Arizona / Tucson, AZ): Join Arizona Athletics and help fuel championship excellence by building meaningful donor relationships and securing major gifts that support scholarships, programs, and facilities. More details HERE.