Sara Lockwood-Morales

Vice President, Partnership Marketing at Portland Timbers FC

“Thank you, Sara Lockwood-Morales, for sharing your inspiring story and valuable insights. Your dedication to partnership marketing, commitment to fostering inclusivity, and emphasis on continuous learning are truly admirable. Wishing you continued success as you lead innovative partnerships and pursue personal growth. Buona fortuna with your Italian journey! Sara’s career path began with an interest in teaching but transitioned to sports marketing during her college years. Her early roles in Inside Sales with the Phoenix Coyotes and later with the Anaheim Ducks allowed her to develop expertise in sponsorships and relationship management. After 14 years in the NHL, Sara embraced a new challenge in soccer, joining the Portland Timbers to be part of the sport’s growth in the U.S.Her journey has been marked by challenges, including navigating pay equity, visibility, and advancement in a male-dominated industry. Through self-advocacy, authenticity, and support from mentors, Sara built a successful career. She emphasizes the importance of intentionality in balancing professional and personal life, creating boundaries, and prioritizing self-care.Sara values the connections she makes in her work, learning from colleagues and partners, and relishes the opportunity to uplift others, especially women, in the sports industry. She advises young women to embrace varied opportunities, network, and communicate their goals while remaining open to continuous learning. Her long-term personal aspirations include mastering the Italian language, reflecting her commitment to growth beyond her professional achievements.” – Zara Halabu

Please describe your role and responsibilities at that position?

Oversee over 75 high-profile client multi-channel, including luxury and domestic/import automotive, CPG’s, QSR’s, technology, banks, beverage companies, and retail partners from concept to production including national and local/regional TV, signage and digital media including web, social and paid search. I oversee a team of 3 Partnership Marketing Managers who are responsible for the execution of agreements, relationship management and work in partnership with the Sales Directors on renewals.

What did you study in college and how did your educational background shape your career in the sports industry?

I first started my college career pursuing a teaching degree, focusing on K-3rd grade. I realized early on that my passion for sports extended into what I wanted to pursue as a career and made the switch to a Marketing degree in my sophomore year.The experience I took from college showed me the importance of networking, building relationships, and being flexible about how my career would be shaped. I was open to the possibilities from starting in ticketing and group hospitality to eventually growing into a Sponsorship role..

Can you share the key milestones in your career that led you to your current position in the sports industry?

I started my sports career working in Inside Sales with the Phoenix Coyotes Hockey Club, which was focused on outbound cold calling selling a variety of hospitality options – full season tickets, group hospitality and premium solutions. Through this experience, I was able to learn about the different career paths available and what I wanted to focus on which was Sponsorships.I took a role with the Anaheim Ducks Hockey Club which was a growth opportunity for me to grow in title, mentorship, account management and strategic planning.After 14 years working in the NHL, I wanted to make a move to soccer and be a part of that growth in Portland, at the time representing both the Timbers (MLS) and Thorns (NWSL).

What are some of the biggest challenges you’ve faced as a woman in the sports business, and how have you overcome them?

Lack of visibility, opportunities for advancement, and pay equity have all been challenging barriers to navigate, especially early on in my career. Through these experiences, I became very aware of who I didn’t want to be. I focused on being an advocate for myself, even when it was uncomfortable, showing up authentically and inviting other experiences to help guide decisions.Balancing a career is demanding.

How do you manage a work -life balance? What strategies have worked well for you?

I’ve shifted away from the trappings of work-life balance to intentionality and creating clear boundaries. This includes setting time for myself to get out for a walk, focus, and meditation time during the day, and saying no to meetings that don’t serve me or my time. It’s constant work but I’m committed to it.

How important is mentorship for women in the sports industry? Have you had mentors or role models who played a significant role in your career and can give some details?

It’s extremely important, especially in an industry where women haven’t always been visible.I had the privilege of not only a great mentor but a human early in my career. This was during a time when I felt insecure about my capabilities and ability to be seen amongst my male counterparts. My mentor showed me the possibilities of what I could grow to as a leader, leading with empathy, compassion, and respect.

In a male-dominated industry, do you feel women are given equal opportunities? What steps do you think can be taken to promote gender equality in the sports industry?

It’s gotten better, but we need to continue to be our own biggest advocate. Women need to uplift other women, and also seek out men who can be allies..

What aspects of your work in the sports industry do you enjoy the most? What parts do you find the most challenging?

It was my passion for sports that got me interested in pursuing this career. But it’s the people I work with every day, whether that’s my colleagues or partners that keep me motivated. I learn so much from their life experiences and that challenges me to show up every day authentically.

What advice do you have for young women aspiring to build a successful career in the sports industry?

Be open to experiences and opportunities that may not exactly align with where you ultimately want to be. For example, if you choose to intern in event ops but want to work in marketing, be open to the experience and networking opportunities. Get to understand what other departments are responsible for and how you impact them. Regularly communicate your goals with your manager which can help you both stay on track with your career aspirations.

What is your long-term personal goal that you still want to achieve both business wise and personal?

Continuing to learn and grow and not be complacent. My personal goal is to learn and speak Italian with confidence.