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Kenyatta Bynoe: Empowering Athletes to Use Their Personal Brands

Sports Illustrated and Empower Onyx are putting the spotlight on the diverse journeys of Black women across sports—from the veteran athletes, to up-and-coming stars, coaches, executives and more—in the series, Elle-evate: 100 Influential Black Women in Sports.


Kenyatta Bynoe, vice president of creative strategy and marketing for OneTeam Partners, is a lifelong sports fanatic whose purpose has always been crystal clear. The self-described “strategic thinker with a passion for writing” established herself as an industry giant early in her career, with notable marketing roles at companies like Jeep, Microsoft and Volkswagen—often one of few Black women holding rank. But, as Bynoe puts it, “I always knew that I would land in the sports industry. I was ready to attack that passion, as a fan.” Now working at OneTeam Partners, she helps empower athletes to maintain agency over their name, image and likeness. In 2017, Bynoe was recognized as part of Adweek‘s Most Powerful Women in Sports and Sports Business Journal‘s Game Changers for the ground-up work she’s done across the industry and the future she’s helping to create for Black athletes and executives.

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