Judy Heeter joined the Association's licensing program in 1990, and since 1992 has overseen all of the union's licensing, marketing and strategic business activities. Under her leadership, the licensing group has maintained agreements with more than 100 licensees, as well as corporate sponsors and media partners. It has developed an integrated marketing and sponsorship program including the Players Choice Awards, the Players Trust, and the Big League Challenge home run-hitting contest and television series.

She also advises players and agents on a wide variety of commercial and marketing issues. Judy came to the Association after eight years as counsel to Hallmark Cards' licensing and international divisions.