TEMPE, Ariz.—Greg McElroy has been named as the Associate Vice President & Chief Business Development Officer for Sun Devil Athletics, Vice President for University Athletics Ray Anderson announced Monday.
McElroy, who had most recently served as the Senior Vice President for Sales and Marketing for the Dallas Cowboys since 2006, will be charged with developing and executing a strategic plan that drives consistent revenue growth, identifies new and innovative revenue streams and evaluates and directs the revenue generation and marketing plans for Sun Devil Athletics and Sun Devil Stadium. Also, he will collaborate with University’s Chief Marketing Officer Dan Dillon to strategically present a unified initiative that maximizes the ASU brand and builds strong relationships with SDA sponsors, fans, donors and other top University constituents in the community.
“Greg's tenure with the Dallas Cowboys as a key member of their stadium development, sales, marketing, sponsorship, and naming rights efforts makes him uniquely qualified to provide tremendous value to ASU at this exciting time in our march to excellence,” says Anderson. "He brings management expertise, innovative thinking and industry relationships that will help us deliver elite experiences to our student-athletes, fans, customers, alums, community and all who have an affinity for ASU. We are delighted and proud to welcome Greg to our Sun Devil family."
“I am thrilled to be joining Arizona State University and Ray Anderson as they move the athletic program into a new era,” says McElroy. “Being involved in baseball and football most of my career, I can truly appreciate the history and tradition that is Sun Devil athletics. My goal is to do everything in our power to give our student-athletes the resources to make them champions on the field and in the classroom, while making sure our fans and alumni have the best experience possible when attending our games."
As Senior Vice President for Sales and Marketing for the Dallas Cowboys, McElroy was responsible for all sales and marketing efforts, including supervising the departments of sponsorship sales, client services, radio-television broadcasts, internet, social media, publications, mobile marketing and the Dallas Cowboys Cheerleaders. McElroy was the lead negotiator for one of the largest naming rights deals in sports history with AT&T and increased sponsorship revenue every year since arriving in 2006. As a result the Cowboys were the No. 1 team in revenue and profit in the NFL.
With the Cowboys McElroy helped increase the client base from 30 to over 250, created a client service department which performed at a 97-percent approval rating with partners and successfully transitioned sponsors from Texas Stadium into the new $1.2 billion AT&T Stadium.
McElroy implemented a customized KORE sales management system that is now the model for professional sports teams. He secured major sponsorships with AT&T, Bank of America, Miller Brewing Co., Ford, Dr. Pepper, Pepsi, Sony, UPS and other local and national brands. He also implemented a strategy to successfully sell-out Texas Stadium for the season prior to the first game for the first time in Cowboys history. McElroy also advised on strategy and structure of the Cowboys’ new stadium ticket seat options and suite programs.
Prior to his position with Dallas, McElroy served as the Chief Sales Officer for the Los Angeles Dodgers Baseball Club from 2004 until 2006. With the Dodgers, he was responsible for all sponsorships, client services, suite club and reserved seats and oversaw a staff of 55 employees. He led a sales effort that effectively turned a $35 million annual loss into a break-even level in the first year in the position. During that year his efforts raised the Dodgers’ overall revenue ranking in Major League Baseball from 16th to No. 3. A successful sales plan for a new club seat and suite program assisted in this ranking. While with the Dodgers’, McElroy sold over $300 million in contractually-obligated revenue, including deals with Budweiser, Toyota, Coca-Cola, Bank of America and other local and national brands.
From 2002 to 2003 McElroy was the Executive Vice President for Sales and Marketing with the Texas Rangers/Southwest Sports Group in Dallas, Texas. He was responsible for the sales and marketing efforts for the Texas Rangers, including managing community relations, public relations, broadcasting, suite, club and reserved seats, game programs/yearbooks, promotions, advertising and game presentation.
Other responsibilities and accomplishments with the Rangers included selling the naming rights to the Ballpark in Arlington to Ameriquest for $75 million, increasing sponsorship revenues to an all-time high in 2003 during his first year, and effectively initiating a fully-integrated Hispanic marketing and community relations effort, which included broadcasting every game on radio and successfully selling the in-game inventory. Other accomplishments included increasing the overall sponsor base to 140 different clients and initiating a strategy to energize the Ballpark at Arlington, which included the development of the Ranger Mascot, the formation of a Ranger Alumni Club and a complete overhaul of game presentation.
In 1998, McElroy became the Senior Vice President for Sales and Marketing for the Center Operating Group/American Airlines Center in Dallas, Texas. The American Airlines Center is a multi-purpose arena, located in Victory Park, near downtown Dallas. The venue serves as the home of the Dallas Mavericks of the NBA and the Dallas Stars of the NHL. McElroy was responsible for record sales and marketing efforts of the new state-of-the-art facility. He was directly responsible for all revenues derived from the sales of corporate sponsorships, luxury suites and platinum seats.
In this position, McElroy sold the largest arena naming rights of the 20th century to American Airlines for $195 million, sold the largest non-naming deal at the time to Ford for $39 million and sold the largest pouring rights deal at the time to Dr. Pepper for $37 million. He successfully sold the American Airlines Center’s premium seating (suites and platinum seats) totaling more than $59 million in revenues annually, leading all North American arena venues.
McElroy was a Partner in The Goal Group in Dallas, Texas from 1997 until 2000. There he was responsible for the complete start-up (with three partners) of a full service, sports industry consulting and sales representation company. McElroy’s personal clients there included Quaker State, the National Hockey League (NHL), CBS, Wayne Gretzky’s Roller Hockey Partners, Pharmacia & Upjohn and Toyota.
Prior to becoming a Partner in The Goal Group, McElroy served as President of the Mighty Ducks of Anaheim affiliate, the Long Beach Ice Dogs Hockey Club. He was responsible for the complete start-up of the International Hockey League franchise in Southern California. There he negotiated all leases, agreements, television and radio contracts and oversaw all ticket sales, promotions, public relations and sales/marketing. He generated the largest team sponsorship deal in the 52-year history of the league.
From 1991 through 1995, McElroy was the Vice President for Marketing for the Los Angeles Kings Hockey Club in Los Angeles, California. He was directly responsible for all advertising revenues for the team, including radio, television, in-arena signage, video scoreboard and team publications. He increased revenues from $3 million to $9 million while expanding the client base from 40 to 130 in a three-year span. In 1993, McElroy was the Chairman of the NHL’s Marketing Director’s Conference.
McElroy earned his BBA in Marketing from the University of Hawaii where he was a two-year starter at guard on the Rainbow Warriors football team.
Greg and his wife, Jami, have a son, Greg Jr., and a daughter, Blair. Greg Jr. will be a college football analyst for ESPN’s SEC Network, beginning in August. He was drafted by the New York Jets in the seventh round of the 2011 NFL Draft. He was the starting quarterback at the University of Alabama and as a junior led them to an undefeated 14-0 season, which included the 2009 SEC Championship and BCS National Championship. During his high school career, the younger McElroy was an EA Sports All-American and directed Southlake Carroll High School to the 2005 Texas 5A state championship. Blair will be a senior at the University of Alabama where she is a proud member of Kappa Kappa Gamma. She is majoring in Broadcast Journalism.