Prodigy Search Fills Senior Position for MLB Players, Inc.
June 12, 2025 – Prodigy Search, a boutique recruiting firm serving the talent needs of media, sports, and entertainment organizations, has recruited Norris Scott as vice president, sponsorships and partnerships for MLB Players, Inc. (MLBPI).
Mr. Scott has a long track record of driving revenue and building breakthrough platforms across sports and entertainment. He spent over a decade at NASCAR leading the commercial partnerships team and managing marquee relationships with brands such as Toyota, Coca-Cola, and Bank of America. He most recently served as senior vice president at a global sports and entertainment company, where he led an international consulting division supporting high-profile properties and athletes, including NIL and athlete valuations.
In Mr. Scott’s new role, he is responsible for the growth and expansion of MLBPI’s sponsorship and events business, formulating content and media strategies, and supporting the creation of new business ventures. He will also oversee player marketing.
“I’m thrilled to announce my new role at MLB Players Inc., focusing on player partnerships. It’s an exciting time to be part of the Major League Baseball Players Association family, as baseball experiences a remarkable resurgence. A key emphasis of my role is to elevate player visibility while unlocking new value for the MLB Players Inc. and its Players. The rise in player endorsements, exemplified by athletes like Aaron Judge, Shohei Ohtani and Francisco Lindor highlights the immense potential in this space. And the sport of baseball is growing. I’m eager to forge meaningful brand connections that celebrate the players’ stories and the game’s rich heritage.”
MLB Players, Inc. is the for-profit corporate subsidiary tasked with managing all commercial activities of the Major League Baseball Players Association. Representing all active Major League and Minor League Baseball Players, MLBPI brings to market products and services featuring the publicity rights (name/image/likeness) of our Players. With 100+ global partners, MLBPI negotiates agreements to ensure that there are player products for every fan.
Sports and Entertainment Specialists
Prodigy Search, which has been involved with the sports and entertainment business for years, is one of the sector’s leading boutiques. The firm has placed hundreds of candidates into a variety of functions and roles. It represents all disciplines, including senior management, sales, marketing, operations, and administration. Prodigy’s client roster reads like a Who’s Who of the sports world. It includes: the Dallas Cowboys, New York Yankees, Los Angeles Lakers, Pittsburgh Steelers, TD Garden/Boston Bruins, AEG Worldwide, Liverpool Football Club, United States Olympic and Paralympic Committee, Oak View Group, Live Nation, PGA TOUR, Legends, the TGR (Tiger Woods) Foundation, and Endeavor.
Aside from the traditional sports space, over the years, Prodigy Search has expanded by bringing its expertise from the traditional sports business to the “non-traditional” sports space. Prodigy Search has done work throughout the ever-expanding esports industry; sports technology industry; and education and non-profit industries. Today, the firm’s senior partner involvement, high level of service, and transparency of process have presented opportunities to expand beyond sports and entertainment.
Related: Prodigy Search Fills Senior Position for the Professional Women’s Hockey League (PWHL)
An industry veteran with nearly 40 years’ experience in wide array of disciplines within the sports and entertainment business, Scott Carmichael founded Prodigy Search in 2007. Prior to founding the firm, he served as head of the National Hockey League’s club marketing department for nearly 10 years.
Recent Alliance
Prodigy Search recently formed a strategic alliance with JM Search, a senior-level talent provider serving private equity investors, portfolio companies, and Fortune 1000s. “We’re incredibly proud and fortunate to collaborate with John Marshall and the exceptional JM Search team, which is regarded as a leading executive search partner for investor-backed and high-growth businesses,” said Scott Carmichael, founder and CEO of Prodigy Search. “This alliance supports our commitment to enhancing the value we bring to our global sports clients.”
“In recent years, the sports sector has become very attractive to private equity investors, and we believe investments in this sector will continue to grow,” said John Marshall, CEO of JM Search. “This alliance with Prodigy is an exciting opportunity to further expand our ability to be the go-to executive search partner for our private equity clients, many of which are investing in the dynamic sports industry.”
As a highly specialized sports and entertainment retained executive search firm, Prodigy’s strategic alliance with JM Search is designed to bring best-in-class executive search services to high-growth sectors of the business, including the evolution of women’s and collegiate sports, sports betting, live entertainment, and youth sports. “As these dynamic segments continue to transform, there’s a critical need to expand and elevate executive leadership – including key roles like chief technology officer, chief marketing/brand officer, chief growth strategy officer, chief development officer, and collegiate-level chief revenue officers – together, Prodigy and JM Search are uniquely positioned to bring the requisite blend of deep industry and functional expertise to these search assignments,” the firms said in a release.
Related: Prodigy Search Fills Senior Position for the Professional Women’s Hockey League (PWHL)
Contributed by Scott A. Scanlon, Editor-in-Chief and Dale M. Zupsansky, Executive Editor – Hunt Scanlon Media
