Oct. 31, 2011
RENO, Nev. -
Mike Samuels has been named associate athletics director for marketing, the University of Nevada announced Monday.
"We're excited to have Mike join the Wolf Pack. He not only brings with him a proven track record of increasing revenue but also the unique ability to work very effectively with various stakeholder groups from students to sponsors. He will be a great fit for the program," said Rory Hickok, senior associate athletics director for external operations.
Samuels comes to the University of Nevada after spending nine years at Saint Mary's College in Moraga, Calif. He served as the Gaels' associate athletics director for external affairs, handling all vendor contracts, corporate partnership, marketing and advertising plans, licensing and community relationships.
Under Samuels' watch, Saint Mary's saw its corporate sponsorship revenue increase by 292 percent and its ticket revenue rise by 323 percent. He also oversaw the creation and implementation of the college's first licensing program, expanding it from a local program to an international one by negotiating a deal to get Saint Mary's College merchandise into Foot Locker, Australia. He also implemented a complete redesign, rebranding and rollout of the college's identity system.
Samuels started his collegiate athletics career in sports information at Saint Mary's and was promoted to director of ticket sales and operations in 2003. He spent three years in that position and then one year as the director of marketing and advertising before moving into the role of assistant athletics director. He was named associate athletics director in July of 2011.
He earned his bachelor's degree in business administration (marketing major) from San Diego State University in December of 2001, graduating cum laude and ranking in the top 10 percent of SDSU's School of Business.
"I am extremely excited to have the opportunity to work for the University of Nevada athletics department. I will apply myself in any way I can to contribute to the continued success and advancement of our program," Samuels said. "I am proud and honored to be a member of the Wolf Pack and the Reno-Sparks community."
