Sheri Barros

Vice President of Global Sports Alliances, American Cancer Society

Sherí Barros is an award-winning brand and CSR executive with a body of work spanning 20 years across some of the most recognized sports entertainment brands.

She currently serves as the Vice President of Global Sports Alliances for the American Cancer Society.  At the intersection of corporate social responsibility and cause marketing, she leads a team managing corporate partnerships with major sports leagues, brands, and talent to advance social impact and the mission to fight cancer.  This includes working alongside the National Football League to lead one of the most impactful cause partnerships in pro sports: the NFL’s Crucial Catch initiative to fight cancer. Her team also leads partnerships with the National Hockey League, the National Basketball Association, Women’s Tennis Association, Minor League Baseball, and more.

Her career includes management of the marketing department for Spurs Sports & Entertainment; Vice President of Marketing for privately-held agency, Cooper Holdings, where she led corporate clients’ sponsorship portfolios across the U.S. within the NBA, MLS, International Soccer, Action Sports, WWE, and worked alongside leading entertainment agencies: CAA and UEG.

Ms. Barros’ expertise has been solicited as a Chief Brand Strategist & Consultant.  In 2019, Sherí was named an inaugural jury member of the Cannes Lions ‘Entertainment for Sport’ awards, one of the most prestigious global marketing awards in the world.  She has served as an Adjunct Professor at New York University, and guest lectures for UCLA’s Center for Management of Enterprise in Media, Entertainment & Sports (MEMES).  Ms. Barros received her bachelor’s degree from Florida State University, and master’s degree from the University of North Texas (where she currently serves on the Advisory Board of UNT’s Sports Entertainment MBA program).  She will enter Harvard’s “Business of Entertainment, Media and Sports” Executive Education program this Spring.