Malena Udani, BA ’18 (public relations)
From Autzen Stadium to the NBA, Malena Udani has turned her passion for gameday energy into a dynamic career in sports marketing. With experience spanning the Red Sox, Timbers, Dynamo, and Thunder, she shares how authenticity, creativity, and collaboration have shaped her journey—and offers advice for Ducks aiming to break into this fast-paced, ever-evolving industry.
Career Journey & Inspiration
Q: You’ve built a career in sports marketing with organizations ranging from the Red Sox and Timbers to the Houston Dynamo and Oklahoma City Thunder. What first drew you to the sports industry, and what continues to inspire you in this field?
A: My passion for sports and the excitement of a gameday drew me to sports. Learning about the many opportunities in sports through the Warsaw Sports Business Club and working with Oregon Football helped catapult my love for the industry. Till this day, I have a craving of the atmosphere of gameday and how sports bring communities together through anything.
High-Impact Campaigns
Q: Looking back on your time managing digital campaigns and brand activations for major sports teams, what’s one campaign or project you’re especially proud of, and what impact did it have on the organization or fans?
A: Working on Snapchat frames and A.I. filters for the Winter Olympics in Beijing was one of the coolest activations and proud moments I had. I felt that it was such a high impact unit that brought fans from every country together to use and support their team from afar.
Evolving Digital Strategies
Q: Sports marketing has shifted rapidly with the rise of paid media, influencers, and bilingual campaigns. How have you adapted your approach to stay ahead of trends and keep fans engaged in today’s fast-paced digital environment?
A: I subscribe to newsletters, scavenge for information and advice on LinkedIn, use my community of resources to bounce ideas off of, and check case studies while staying ahead of trends. I feel that in this industry you never really know what is going to stick, and what is going to work. It’s all trial and error but staying authentic to the brand is always more important than jumping at every trend.
Cross-Functional Collaboration
Q: From website redesigns to game-day activations, your roles have often required working across teams and departments. How do you approach collaboration to ensure both creative ideas and business goals align?
A: It’s important to get input and work collaboratively toward one goal. I’ve learned everyone’s goals may look a little different at the beginning but ultimately there is one goal and objective and many ways we can achieve that. Speaking the language of every department is a nuance but extremely important to ensure the success of every campaign on all sides.
Lessons Learned & Advice
Q: You’ve moved through a variety of roles – agency, team, and league work. What lessons have you learned about navigating a career in sports marketing, and what advice would you share with students or young alumni who want to break into this competitive industry?
A: Do what makes you happy. I’ve loved all of my different positions – they have all taught me so many things and were the right place for me in that moment. I realized that I loved agency remote work, but I really missed that in-person, game day environment which led me back to working on the team side of things. You can find the best fit for you in so many different places. Don’t sell yourself short – fight for the job you want, in the place you want. You may have to move a couple of times to figure that out, but ultimately the right place and job is out there for you.
Looking Ahead
Q: Now in your role with the Oklahoma City Thunder, what excites you most about the future of sports marketing, and where do you see the biggest opportunities for innovation?
A: What excites me most about the future of sports marketing is the ever-changing landscape of it. The growth in women’s sports is amazing to watch. Sponsors are jumping at teams and encouraging new ways to collaborate. The landscape to tune in to your favorite games is changing almost daily and opening so many ways to market to your audience. I think these are huge opportunities that teams, leagues and agencies can continue to elevate their marketing plans and campaigns to places they’ve never been.