When Sampson Yimer ’11 stepped onto the University of Wisconsin Law School campus, he didn’t know it would shape not just his legal mind but his entire career in the sports and entertainment business.
Now the executive vice president of partnerships and director of diversity and strategic development at sports marketing agency Momentum Worldwide in New York City, Yimer credits UW Law with showing him the many ways a legal education could be used beyond the courtroom.
“My experience at UW was a seminal moment in my career trajectory,” said Yimer. “It broadened the aperture of potential career paths.”
The decision to attend UW Law was an easy one for Yimer.
A visit to the school and attending the Legal Educational Opportunities (LEO) Banquet — which celebrates diversity and representation in law — made the choice clear.
“UW felt like home almost immediately,” he said. “The welcoming presence of the student body made my decision a no-brainer.”
Though Yimer has never practiced law in the traditional sense, his degree has been central to his success. From managing licensing deals to negotiating sponsorship contracts, his legal training helps him see opportunities and risks with a unique lens.
“In our industry, we deal with plenty of contracts — media rights, licensing, sponsorships,” he said. “Having grounding in risk assessment and working with legal counsel all taps into the lessons I learned from legendary professors at UW Law.”
“My experience at UW was a seminal moment in my career trajectory. It broadened the aperture of potential career paths.” – Sampson Yimer ’11
That legal foundation helped Yimer rise through positions at top organizations, including the Atlanta Hawks and Nielsen, where he worked closely with the NFL, NBA and MLB. Most recently, he was named to the Sports Business Journal’s “Forty Under 40” list in 2025.
“It was always my goal to work in this industry,” Yimer said. “To do it at the highest levels provides a real sense of accomplishment.”
Though his success is undeniable, he’s quick to deflect personal praise, often crediting his mentors, teams and colleagues for helping him reach his goals.
“Nothing of merit is ever accomplished in isolation,” he said.
Yimer’s connection to UW Law didn’t end at graduation. He and his wife Cassandra Best ’12 now both serve on the school’s Board of Visitors, an alumni advisory group.
“It feels incredible to be able to give something back,” he said. “The Law School had such an indelible impact on our lives.”
Yimer joined the Board in 2024 and said the best part is returning to campus and helping shape the future for current students.
“I think I bring a different perspective,” Yimer said. “There are so many career paths for law graduates. I hope to be a resource for those who might be looking outside of traditional practice.”
By Brian Walker