Women'Sports Wire

(January 4, 2001)

Barbara Allen named
Women's United Soccer Association's (WUSA) First CEO

NEW YORK (Jan. 4, 2001) - Barbara Allen, a 22-year veteran executive of Quaker Oats, has been named the first CEO of the Women's United Soccer Association / WUSA.

Allen joins the league from her current position as president and chief operating officer of Paladin Resources, LLC in Denver, a start-up providing services to the internet, ISP and long distance carriers. Prior to her position at Paladin, Allen was president / corporate supplier for Corporate Express, a $4 billion office products distributor that was sold to a Dutch firm in November of 1999. The bulk of Allen's professional career, 1977-98, was spent in increasingly responsible positions at Quaker Oats, most recently as executive vice-president for international food products, where she had responsibility for $700 million in sales and 5,000 people worldwide.

``In Barbara Allen, the WUSA has found a chief executive whose business acumen will complement our experienced staff of sports executives as we launch the premier professional women's soccer league in the world, and what I believe will be one of the most successful sports leagues ever,'' said John Hendricks, chairman of the WUSA Board of Governors.

``Barbara's entire career has been associated with dominant consumer brands,'' said Amos Hostetter, the member of the WUSA Board of Governors who headed the CEO search committee. ``Her strategic vision and thorough understanding of consumer marketing will be invaluable as we attempt to position WUSA as not simply professional soccer at the highest level, but more broadly as wholesome, family-oriented entertainment."

In accepting the position Allen said, ``At its foundation, the WUSA is about world-class female athletes. I'm honored and excited to have the opportunity to work with these players. The investors, the management and I hope to build a league that will showcase to families across the country the intense competitiveness, sense of sportsmanship and pioneering spirit of these great athletes.''

Allen's career at Quaker Oats from 1977-1998 was marked by a number of significant achievements. As executive vice president / international food products from 1995-98, Allen led the $700 million international food business. She entered the China market and built brand awareness at the 70% level after just one year. As vice president / corporate planning from 1992-95, she led the development of long-range strategic plans and annual operating budgets for the total company and developed the formal prioritization model for the worldwide business. She was president of Quaker Oats Frozen Foods Division from 1990-92 and vice president / marketing for the Quaker Oats Convenience Foods Division from 1986-90. There she led the first redesign of the Aunt Jemima trademark in 25 years, eliminating the negative issues associated with the logo with African-American consumers.

Allen was recently elected to the board of directors of Tyson Foods, Inc. She also serves on the boards of Maytag Corporation, Charthouse Inc., and the Citizen's Scholarship Foundation Advisory Board. Allen was formerly a board member for the fragrance and cosmetics company, Coty, Inc.

Hank Steinbrecher, prior to his term as secretary general of U.S. Soccer (1990-2000), was director of sports marketing at Quaker Oats. Commenting on Allen's appointment, Steinbrecher said, ``In my time at Quaker I had ample opportunity to observe Barbara Allen as her career was developing. Her talent was apparent early on. She is a smart, dynamic and decisive leader to whom people naturally gravitate and who produces results. Her selection to head the WUSA reinforces my confidence in the league's ultimate success. Under Barbara's leadership, WUSA will be offering an exciting new product which will be compelling to sponsors.''

The WUSA's soccer operations and competitive development have been managed by Tony DiCicco, who has also served the league as acting commissioner. Lee Berke has served as the league's acting president and chief operating officer.

``I'm delighted that Lee Berke and Tony DiCicco, who have been instrumental in the creation and development of this WUSA to date, will be continuing with the league in senior level positions, reporting to Ms. Allen,'' said Hendricks, who had served as the league's acting CEO during its formation period.