ST. PAUL, Minn. – Concordia-St. Paul Director of Athletics Regan McAthie has announced the hiring of TJ McDaniel as Assistant Athletic Director for External Relations. McDaniel is slated to start with the Golden Bear athletic administration on Monday, August 26.
 
In his role, McDaniel will facilitate CSP athletics development activities including C Club, major gifts, planned giving and athletics fundraising events; will manage sponsorships; execute marketing activities aimed at fan engagement, ticket sales and attendance and department apparel for internal use and external sales. He will also oversee the department's marketing internship program, coordinate gameday atmosphere and assist the department's overall social media efforts.
 
"The hiring of TJ will no doubt elevate our marketing and revenue generating efforts at CSP to another level," said McAthie. "His experience at previous institutions coupled with his passion for collegiate athletics and ability to build relationships make him a tremendous addition to our team."
 
McDaniel comes to Concordia from Louisville Sports Properties where he was a partnership services coordinator. There, he worked with each sponsorship contract (radio, signage, TV, tickets, hospitality), worked with client marketing objectives and was a point of contact between the Louisville athletic department and the client.
 
"I am truly excited about the opportunity to serve in the role of Assistant Athletic Director for External Relations as a member of the Athletics Department," said McDaniel. "Under the leadership of Athletic Director, Regan McAthie, I am confident that we can continue to grow the Golden Bears brand and generate revenue to fund the initiatives of the department, including but not limited to, providing scholarships to our outstanding student-athletes through the C Club. I look forward to being the face for the department's external efforts, so that we may best serve our dedicated donors, corporate sponsors, and fans. #BEGOLDEN"
 
Prior to his time with Louisville, McDaniel was a marketing and promotions graduate assistant with Minnesota State University, Mankato where he earned his degree in sport management. While with the Mavericks, he worked with the creation of promotional advertising, building the annual fund and assisting in the coordination of special events. He also worked with corporate sponsors and multiple department fundraising events.
 
On the gameday side, McDaniel developed and implemented marketing plans to achieve department goals for ticket sales, gameday and in-game promotions and overall gameday atmosphere for Maverick athletics including promotional scripts, PA announcements and video board scripts.
 
He completed his undergraduate coursework at the University of Northern Iowa and was a marketing management and organizational leadership major. It was at UNI where he started his career path, working as a property assistant for Learfield Sports / Panther Sports Properties in a fulfillment and sales support role as well as a key figure in the relationship between UNI athletics and local/national sponsors.
 
His early career also included internships with the Minnesota Vikings, first as a marketing intern during training camp and then as a gameday special events assistant during the season.
 
His volunteer work includes being part of Super Bowl Crew 52, working with Greater Mankato Growth, Mankato Family YMCA and UNI Wishmakers for Make-A-Wish.