Los Angeles Sparks make executive changes

The Sparks have just announced the hiring of Vincent Malcolm as the new team President. He replaces Mike Levy, hired in 2009.

General Manager Penny Toler has added the duties of Executive Vice President. The news releases are below:

Los Angeles Sparks Hire Vincent Malcolm as President
Malcolm Brings Over 30 Years of Experience in Media, Branding and Sponsorship

Los Angeles – The Los Angeles Sparks have named Vincent Malcolm as the new President, the team announced today. He brings over 30 years of experience in the areas of media, marketing, corporate sponsorships, television and radio.

"It is an exciting day for the Sparks organization to be announcing the hiring of Vincent Malcolm," Sparks CEO Paula Madison said. "Vinnie's business acumen, as well as his knowledge of the city of Los Angeles will be vital in the growth of the Sparks."

Malcolm was previously the managing director of The Malcolm Group. Created in February 2008, The Malcolm Group (TMG) provides consultancy in all areas of media, marketing, corporate sponsorships, branding and business development. TMG has and or is currently working on projects for clients such as Lionsgate Films, USC Athletics, The Africa Channel, Free All Media.com and KDOC-TV among others. In addition, Malcolm and his wife Paula recently purchased and are the owner/operators of The Shave of Beverly Hills, a men's luxury brand.

"I am thrilled about this opportunity to join the Sparks and help take the organization to a new level," Malcolm said. "The Sparks are coming off of a successful 2012 season and I look forward to my role in ensuring the 2013 campaign is even better."

Prior to TMG, Malcolm was vice president/general manager of KTLA-TV (CW5), Los Angeles, from March 2004 to February 2008. He was responsible for all aspects of the station. Before that, he was station manager from 2002 to 2004, and was responsible for overseeing the sales, production, news, engineering and creative services departments, and for developing the station's strategic and operating plans.

From 1998 to 2002, Malcolm Served as general sales manager at KTLA, responsible for the station's sales and marketing functions, including local and national sales and research. He was the station's local sales manager from 1994 to 1998, after serving nine months as regional sales manager upon joining KTLA in 1994.

Prior to KTLA, Malcolm held account executive positions at KCAL-TV, Los Angeles, from 1990 to 1994; KIIS-FM, Los Angeles, from 1987 to 1990; and WYNY-FM, New York, from 1983 to 1985. He began his career as a media buyer at Grey Advertising in New York in 1980.

Born August 9, 1958, in Ocho Rios, Jamaica, Malcolm holds a bachelor's degree in marketing and advertising from Baruch College in New York. He serves on the board of directors for the Los Angeles Minority Advertising Training Program, The Los Angeles Urban League, Junior Achievement, and the California Broadcasters Association.

Los Angeles Sparks Name Penny Toler
Executive Vice President
Toler Remains General Manager of Basketball Operations

Los Angeles – The Los Angeles Sparks named Penny Toler the Executive Vice President and General Manager, the team announced today. Toler was previously named Vice President in 2009 and has been General Manager of the team since 1999.

"Penny has been a part of this team as long as there has been a WNBA," Sparks CEO Paula Madison said. "Along with building a championship caliber team, she continues to be an integral piece in enhancing our day-to-day business operations."

In her role as Executive Vice President, Toler will continue to oversee basketball operations, in addition to the communications, community relations and marketing departments, working closely with new Team President Vincent Malcolm.

"I am excited and happy to further expand my role into the key business operations of the team," Toler said. "2012 was a good season, and we have even bigger plans for next year."

Penny Toler has served as General Manager of the Los Angeles Sparks for the past 13 seasons, and since 2010 has held the dual title of Vice President. Her skill at roster-building – bringing some of the most talented female athletes in the world to Los Angeles – and keen sense of basketball operations are complimented by her years as a professional athlete. Through her experience she has assembled the rosters of two back-to-back WNBA championship teams with the Sparks in 2001 and 2002.

In her 13 seasons as General Manager, Toler has guided the team to the WNBA Playoffs 11 times (2000-06 and 2008-10, 2012), as well as three conference championships in 2001, 2002 and 2003, to go along with the pair of WNBA titles. In an effort to advance the women’s game, Toler was a strong advocate in implementing the 24 second shot clock and turning the two, 20-minutes halves into four, 10-minute quarters.


Toler has also been a member of the USA Basketball Women’s Competition Committee where she assisted in the selection of three gold medal winning teams: the 2002 World University Championship games, the 2004 Olympic team and the 2008 Olympic team.

Toler made history again in 2006 when her No. 11 Sparks jersey became the first female athlete’s jersey to be retired at the STAPLES Center in recognition both of her playing and management career.


She scored the first basket in WNBA history on June 21, 1997 vs. the New York Liberty, and finished the inaugural season as the Sparks’ second leading scorer with 13.1 ppg.