UA Sports Management
I felt ready for the next step in my career, so I made the terrifying decision to move across the country to become the Associate Director of Marketing and Fan Experience for the University of Alabama. Working in and experiencing the SEC allowed me to view college sports from a different perspective. It’s true that it "Just Means More" in the South!
2024 Season
I joined the Alabama Athletics staff and assumed oversight of Baseball two-thirds into the 2024 season. Despite the midseason transition, I was able to quickly assess existing operations, introduce targeted fan engagement strategies, and drive significant growth across multiple performance metrics.
By the end of the regular season, Alabama Baseball generated $632,427 in total revenue, a $150,116 increase over the 2023 season. We sold 2,356 season tickets—the highest total since 2007. Attendance also surged: average actual attendance rose by 44% to 2,022 per game, while student attendance climbed 29.2%, averaging 499 students per game.
From a marketing and digital perspective, the 2024 season reached new heights. We earned over 9 million total impressions and 341,000+ social media engagements, with X (Twitter) leading in impressions and Instagram dominating in views and interactions. Each home weekend featured a unique theme—from Mardi Gras to Boots & Baseball—paired with tailored giveaways and curated in-stadium experiences that resonated with both loyal fans and first-time attendees.
2025 Season
As the lead for Alabama Baseball’s in-game marketing, I focused on enhancing the fan experience with the goal of increasing fan retention and boosting in-game energy. I identified opportunities to create new and memorable touchpoints that kept fans engaged throughout the game. This strategic approach led to the creation of Rally Point—a high-energy activation hub—and the Rally Crew, a dynamic team dedicated to driving crowd involvement and school spirit. Together, these initiatives elevated the game day atmosphere and laid the groundwork for sustained fan engagement.
These efforts directly contributed to measurable growth in fan engagement and program success! The 2025 season saw a 13.7% increase in season ticket sales and generated an additional $100,000 in revenue compared to the previous year, 2024. Notably, the team recorded two sold-out games—an achievement that reflected the growing excitement and momentum around Alabama Baseball. These results highlighted the tangible impact of a fan-first strategy and validated the value of investing in the game day experience.
To set Alabama Baseball apart and create a game day atmosphere unlike any other in college baseball, we leaned into bold, memorable themes and high-impact giveaways that blended tradition with fresh, fan-focused ideas. From the Valentine’s Day “For the Love of the Game” shirt giveaway to the Tech Camo Hat handed out during the SEC home opener, each activation was designed to deepen fan connection and elevate the in-stadium experience. Friday night SEC games featured branded shakers to drive crowd energy, while flyovers and special game-day elements brought added spectacle. One of our most distinctive initiatives was August Sunday at The Joe, which introduced a limited-edition Alabama Baseball logo that generated strong buzz and exclusivity. The standout weekend—Boots and Baseball—transformed the ballpark with line dancing, boot-shaped mugs, a petting zoo, and themed visuals that appealed to fans of all ages. These activations didn’t just entertain—they helped build a signature Alabama Baseball identity that fans could look forward to every weekend.
Rally Point
I recognized a gap in our fan engagement experience that limited our ability to compete with the elevated atmospheres of other SEC baseball venues. In response, I led the creation of Rally Point—Alabama Baseball’s newest in-game fan engagement space. Working closely with our sponsorship team, group sales staff, and the Deputy Director of Athletics, we developed a vibrant, social area along the third-base concourse designed for fans of all ages. Rally Point features lawn games, photo opportunities, shaded seating, and a high-top viewing deck that keeps fans connected to the action. The space also offers a rental option for large groups, complete with food and bar service, making it a flexible and high-value game day experience. Our long-term vision is to secure a title sponsor and evolve Rally Point into a true “backyard-style” destination, complete with grills and tailgate-style activations—helping us match and surpass the fan amenities found at other top-tier SEC programs. This initiative is a key step forward in enhancing game day atmosphere, deepening fan engagement, and unlocking new revenue potential for Alabama Baseball.
Rally Crew
In its second season, the Rally Crew reached new heights as a central force in transforming the Alabama Baseball game day experience. With a dedicated team of three captains and 24 members, we rebranded the group, introducing an official logo, launching a dedicated social media presence, and outfitting the team with custom-branded hats, bags, and jerseys.
The Rally Crew brought unmatched energy, consistency, and creativity to every home game. They played a key role in establishing new traditions and keeping fans engaged—even while the ball was in play—through chants, interactive moments, and coordinated crowd involvement. Wherever a fan experience element was incorporated, Rally Crew was there! By the end of the season, Rally Crew had become a recognizable and beloved part of the game day experience. Season ticket holders, students, and even student-athletes' families repeatedly shared that Rally Crew was the single biggest contributor to improving the in-game atmosphere and uniting the fan base behind the team.
Informational Page: Rolltide.com/RallyCrew
Community Engagement
In addition to in-game efforts, I prioritized community engagement as a key pillar of our marketing strategy—both to build early-season momentum and to align with targeted fan segments throughout the year.
During the preseason, I organized and led outreach efforts with the team to raise awareness about the upcoming season and drive season ticket sales. These included visits to local schools, community centers, and businesses to strengthen relationships and increase visibility.
Once the season began, our community engagement efforts were strategically tied to game themes and key matchups. For Kids Day, we connected with locals by visiting the YMCA, creating excitement among young fans ahead of the event. In preparation for our biggest series of the year against Tennessee, we focused heavily on student turnout—spending two full days on campus handing out flyers and candy to students to build buzz and ensure a packed, high-energy student section. These direct efforts helped turn casual interest into ticket sales and created lasting connections with our fan base.
2024 Goals
The 2024–25 season was a breakthrough year for attendance, fan engagement, and game day experience at Foster. Our strategic focus on elevating the in-venue atmosphere and building a stronger fan culture resulted in record-setting success across the board.
We saw a 15% increase in season tickets sold, jumping from 249 to 287. Most notably, we set a new all-time single game ticket record with 3,800 sold. Every single ticket category saw growth, a testament to our targeted outreach and enhanced in-game experience that kept fans coming back.
We reimagined our promotional strategy by intentionally dividing our budget between items that attracted fans to the arena and elements that enhanced their in-seat experience. Key highlights included a sweatshirt giveaway and a koozie night, both of which drove early-arrival traffic. We also integrated a DJ at half of the games and featured a dedicated emcee at every game, building consistency and energy throughout the season.
We overhauled our entire game production plan with one core goal: to build a strong, recognizable Alabama identity around the sport. Every element—from music to scripts to in-game pacing—was designed to help fans understand the sport’s traditions and know exactly what to expect before they ever stepped foot in Foster. The result was a more immersive, intentional atmosphere that laid the groundwork for long-term fan loyalty.
Community Engagement
In the SEC, volleyball is still a growing sport, and programs like Alabama Volleyball face the unique challenge of building a passionate and knowledgeable fan base from the ground up. Recognizing this, we placed a strong emphasis on community engagement as a key strategy to connect with local audiences and grow support for the team. Throughout the season, we organized 15 community outings ranging from lighthearted events like trick-or-treating in the park to deeply meaningful moments such as visiting local hospitals to spend time with patients undergoing chemotherapy. These visits not only allowed our student-athletes to give back, but also reinforced that we play with purpose. These efforts helped build personal connections, foster community pride, and create a stronger emotional bond between Alabama Volleyball and its growing fan base.
2024 Football
For Alabama Football, my primary responsibilities include managing student staffing and executing all on-field elements on game day. I’m tasked with ensuring that every scripted moment runs smoothly and is fully prepared before it is ever seen by a fan. This requires coordinating with a wide range of stakeholders—including the emcee, Big Al, cheerleaders, wireless camera crews, student staff, sponsorship activations, and more. From pregame to postgame, I oversee the timing, placement, and execution of each element to help deliver a seamless and high-impact fan experience inside Bryant-Denny Stadium.
Internship/Student Workers Program
I oversee the Alabama Athletics Marketing internship program, which includes 50 student interns, 4 paid student assistants, and 2 paid Student Marketing Coordinators. My responsibilities span training, scheduling, pay management, career development, and personal growth.
When I joined the department, a strong foundation for the program had already been laid, and this set me up to take the program to the next level. I was able to build on it by implementing new structure and development opportunities that elevated the experience for everyone involved. I introduced weekly career development sessions, inviting professionals from both collegiate and professional sports to speak with our students and help them explore career paths beyond their day-to-day roles.
I also restructured our paid student positions, creating the Student Marketing Coordinator role to provide more leadership opportunities. Additionally, I launched sport-specific Street Teams, breaking interns into smaller groups assigned to individual Alabama teams. This gave them true ownership over marketing and fan experience strategies for their assigned sport—boosting buy-in, accountability, and results. Through this model, students developed real-world skills in collaboration, creativity, problem-solving, and commitment, all while actively shaping the game-day atmosphere across Alabama Athletics.
