OneTeam Partners has announced the hiring of longtime sports licensing executive Malaika Underwood as its new senior vice president of licensing.
In her role, Underwood will draw upon her incomparable collegiate athletics business experience to spearhead growth opportunities in the space. She joins OneTeam from The Brandr Group where she worked on the forefront of the college name, image and likeness vertical. She also managed partnerships with player associations to develop business on behalf of professional athletes in the college licensing and marketing space.
“This is an exciting time at OneTeam and having an accomplished leader in Malaika join us will certainly push us even further,” says Ahmad Nassar, chief executive officer, OneTeam. “We are especially excited to welcome Malaika given her pivotal role in developing the business of collegiate NIL.”
Underwood will provide oversight to OneTeam’s growing licensing business and position the company to deliver value to college athletes as the landscape changes. OneTeam launched as a joint venture between the NFLPA, MLBPA and RedBird Capital Partners to maximize the value of athletes’ rights. The collective aims to transform the way in which athletes interact in business across group licensing, marketing, media and investing.
OneTeam represents a range of commercial business interests on behalf of the NFLPA, MLBPA, Major League Soccer Players Association, U.S. Women’s National Team Players Association, Women’s National Basketball Players Association and U.S. Rugby Players Association.
“I couldn’t be more excited to join OneTeam as we continue building innovative licensing, marketing, media and venture opportunities for all athletes,” says Underwood. “With name, image and likeness rights finally coming to the forefront in college, I look forward to working closely with partners throughout the industry as we help a broad base of college athletes recognize and maximize their value. The experience we have representing groups of athletes at OneTeam is unparalleled and immediately applicable in the college landscape.”
OneTeam has had a growing list of new projects in 2020. The group most recently announced the debut of the YouTube Channel “The Gronks” just last month.