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The Divorce of Marketing and Fan Experience
Monday, 8 December, 2025
Matt Lavery, Associate AD for Marketing and Fan Engagement at Coastal Carolina, will dive into a topic that many departments are wrestling with: the divorce of marketing and fan experience. We’ll explore how different athletics departments are structuring — or restructuring — their teams, what’s driving the shift, and how these models are impacting revenue, collaboration and the in-venue experience. Matt is joined by co-hosts, Sam DeMuzio from Mississippi State and Ashley Terry from Maryland. Today’s guests bring first-hand insight from two departments who have already lived this transition: Jake Stocker, Director of Game Presentation and Fan Experience at Michigan and Jordan Looby, Associate AD of Marketing and Revenue Strategy at Maryland. They’ll walk us through when and why their programs split these units, what’s worked, what hasn’t and what’s next as college athletics continues to evolve.
