William David Schmidt

Bill was a remarkable athlete whose accomplishments in track and field earned him a place among the nation’s finest. Competing in the javelin, he was an All-American, national champion and world military champion. His greatest athletic achievement came at the 1972 Olympic Games in Munich, Germany, where he proudly represented the United States and won a bronze medal.

Bill’s journey in sports and education took him to North Texas University in Denton, Texas, and later to the University of Tennessee at Knoxville, where he continued to develop his passion for athletics and leadership.

Following his athletic career, Bill became a true pioneer in the emerging field of sports marketing—long before the profession was widely recognized by that name. His sports marketing career began with the 1982 Knoxville World’s Fair, when he accepted a marketing position with Stokely-Van Camp and Gatorade.

Bill later relocated to Chicago, where his creativity, vision and ability to build lasting relationships helped transform the sports beverage industry. Among his many accomplishments was helping establish a groundbreaking relationship between Gatorade and basketball superstar Michael Jordan. He developed partnerships and relationships with professional sports organizations across the country, including the NFL, NBA, MLB, NHL and U.S. Soccer.

Bill also developed innovative amateur sports programs for collegiate and high school athletes. The Gatorade Dunk, Punt, Pass and Kick competition, and Gatorade Player of the Year programs for boys and girls in various sports were examples of his extraordinary marketing creativity and vision. His leadership and the talented sports marketing team at Quaker Oats helped Gatorade achieve dominance in the sports beverage industry. Generations of children grew up with the familiar “Be Like Mike” Gatorade campaign, a testament to the cultural impact of the work Bill helped create.

Later in his distinguished career, Bill served as CEO of Oakley, helping lead the renowned sports equipment and sunglasses brand. Bill took a leave of absence from Quaker Oats to hold an Executive Management position for the most successful 1984 Olympics and the only Olympics to earn a profit.

Beyond his professional accomplishments, Bill will be remembered for his intelligence, determination, creativity and lifelong love of sports. He leaves behind a legacy that reaches far beyond the medals he won or the companies he helped build. His influence helped shape the relationship between sports, athletes and marketing, changing the industry for generations to come.

Bill is preceded by his parents, Louis and Helen P. Schmidt and brothers, George Edward (Ethel) and Michael.Bill is survived by his twin brother, Bob Schmidt (Lorraine); his sister, Mary; and numerous nieces, nephews and cousins.

A celebration of Bill’s life will be held at a later date in his hometown of Canonsburg, Pennsylvania. He will be interred at the Cemetery of the Alleghenies with full military honors.

In lieu of flowers, memorial donations may be made to Friends of the Park and mailed to:

Bob Schmidt

2445 Old Bridge Lane

Lexington, KY 40513

Bill lived a life defined by excellence, achievement and an enduring passion for sports. His legacy will continue through the athletes he inspired, the programs he created, and the lasting mark he made on the world of sports marketing. He will be deeply missed and fondly remembered by all who had the privilege of knowing him.