Edition #79
October 25, 2026
Welcome to The W Profile, a study of the women leading at the intersection of sports, media, and global business. As college athletics adopts professional structures, it is instructive to look to the visionaries who have already mastered the complexities of the corporate world. By bringing C-Suite lessons to the athletics community, this series will provide leaders with the insights necessary to build a lasting legacy.
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Introduction
The legacy model of collegiate multimedia rights (MMR) has historically been a static, transactional business reliant on stadium signage and basic radio deals. However, as the Name, Image, and Likeness (NIL) era and conference realignment fundamentally disrupted college athletics, universities realized they could no longer rely on old-school revenue models. To navigate this new, hyper-commercialized landscape, Playfly Sports turned to a leader who had already mastered the evolution of professional sports. In 2021, Christy Hedgpeth was named President of Playfly Sports Properties, stepping into the role tasked with completely reinventing how collegiate athletics monetizes its fandom.
She is responsible for overseeing the collegiate and high school properties divisions of the rapidly growing sports media, marketing, and technology company. Her leadership is defined by a data-driven approach to revenue generation, an unparalleled understanding of the intersection between brand marketing and athlete empowerment, and a firm belief that athletic departments must operate with the exact same commercial sophistication as pro-level sports franchises.
From the Hardwood to the C-Suite
Hedgpeth’s executive foundation wasn't built in a boardroom; it was forged on the court. A standout shooting guard at Stanford University, she won a National Championship in 1992 and was nominated for a National Player of the Year ESPY before going on to play professionally in the American Basketball League (ABL). Following her playing career, she transitioned to the business of sports, earning her MBA from Duke University's Fuqua School of Business.
Instead of jumping straight into league operations, she cut her teeth in consumer marketing and product innovation at global brands. After a stint at Russell Athletic, she served as Managing Director at Spalding and later as the General Manager of Digital Sport at Under Armour. This deep brand-side expertise eventually led her to the NBA, where she served as Vice President of Team Marketing and Business Operations (TMBO), and ultimately as Chief Operating Officer of the WNBA. By the time she joined Playfly, she possessed a rare, 360-degree playbook: she understood exactly what athletes needed, what global brands wanted to buy, and how professional leagues maximized their commercial inventory.
The Playfly Playbook
Hedgpeth approaches collegiate multimedia rights with a strategy that treats universities not as passive institutions, but as dynamic, pro-level media franchises. Her playbook encompasses three critical pillars:
➤ Data-Driven Fandom: Moving beyond the legacy model of simply selling static sponsorships, Hedgpeth champions a deeply analytical approach to fan engagement. She leverages Playfly's data infrastructure and national sales network to help universities understand and monetize their audiences year-round, treating college fandom as a 365-day lifestyle brand rather than just a seasonal event.
➤ Pro-Level Commercialization: Drawing directly from her time at the NBA and WNBA, she applies professional sports business rigor to the collegiate space. This involves expanding digital assets, elevating sponsorship integrations, and pushing university athletic directors to adopt a more entrepreneurial, risk-tolerant mindset when evaluating new revenue streams.
➤ Embracing the NIL Ecosystem: Rather than viewing the Name, Image, and Likeness (NIL) era as a threat to institutional MMR, Hedgpeth integrates it. She recognizes that athletes acting as influencers are massive commercial multipliers. By aligning brand sponsorships with student-athlete opportunities, she creates a frictionless ecosystem that opens up entirely new categories of corporate sponsors who want to invest in college sports.
Lessons on Evolution and Competitiveness
Hedgpeth has built a career on the philosophy that true influence requires constant evolution. She leads with the understanding that the skills that make an elite athlete—resilience, rapid strategic adjustments, and a demand for operational excellence—are the exact same traits required to navigate the volatile business of sports.
Crucially, she is an advocate for pushing beyond traditional career silos. Moving from athlete to brand marketer to league COO and finally to agency president proves that elite leaders don't just specialize in one facet of the industry; they master the entire ecosystem. Her success demonstrates that the most formidable executives in the modern NIL era are those who fuse brand-side empathy with ruthless commercial execution.
Takeaways
➤ Athletic Rigor Translates to Business Strategy: Hedgpeth’s career proves that the resilience, team-building, and competitive drive learned on the court translate seamlessly to managing complex, multi-million-dollar corporate portfolios.
➤ Understand All Sides of the Table: Her cross-sector experience (athlete, brand, league, agency) shows that the best negotiators deeply understand the operational pain points and commercial incentives of everyone in the room.
➤ NIL is a Multiplier, Not a Threat: By treating athletes as authentic brand influencers, she demonstrates that embracing the new creator economy actually unlocks entirely new categories of corporate sponsors for universities.
➤ Think Like an Entrepreneur: Her mandate for college sports highlights that legacy institutions cannot rely on historical prestige to survive; they must adopt the commercial agility and risk tolerance of a high-growth startup.
Read. Watch. Listen.
READ: Her interviews in On3 and Sports Business Journal, where she candidly discusses the impact of the House settlement, private equity in college sports, and the urgent need for universities to embrace an entrepreneurial mindset. (link) (link)
WATCH: Her sit down with Playfly’s Gene DeFilippo in which she talks about her professional journey, including her time as a leader with the WNBA during transformative times, her vision for Playfly as a disruptor, the company’s pivotal role in assisting athletic departments and more. (link)
LISTEN: Her appearance alongside Playfly CEO Michael Schreiber on the Navigating Sports Business podcast, where they break down Playfly's strategic differentiators, her journey from a Stanford national champion to the boardroom, and how they have successfully multiplied revenue for Power Five properties. (link)
Quote to Remember
On how athletic departments must adapt to the rapidly shifting, hyper-commercialized landscape of modern college sports: “College sports are undervalued. [Schools] really need to be thinking more like brands and more like media companies. These changes are – and we’ve already seen it – definitely forcing them to have a more commercial mindset, because they are going to be under enormous budget pressure. … The schools that are going to come out farther ahead are going to be the ones that are thinking more commercially, more like an entrepreneur.”
IN CASE YOU MISSED IT
Sheryl Sandberg– Former COO, Meta
Publication Date: Wednesday, October 21
Lindsay Kagawa Colas– Executive Vice President, Talent Representation at THE·TEAM
Publication Date: Sunday, October 18
Amy Hood– Executive Vice President and Chief Financial Officer, Microsoft
Publication Date: Wednesday, October 14
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Positions featured here are also posted on the comprehensive CollegeSports.jobs site and are open to all qualified candidates. W Jobs exists to expand awareness, not define who a role is for, because every job in college athletics should be accessible to women. Employers choose to amplify their postings through W Jobs to reach a broader audience and demonstrate their commitment to equitable access to opportunity.
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(Posted from most recent over the last 15 days)
(NEW!) Assistant Director, Strategic Communications (University of Arizona / Tucson, AZ): Arizona Athletics is hiring an Assistant Director of Strategic Communications. Help create compelling content, manage media operations, and tell the stories of our student-athletes. More details HERE.
Coordinator - Marketing and Fan Engagement (University of Maryland – Baltimore County / Baltimore, MD): UMBC Athletics seeks a creative self-starter to enhance gamedays through promotions, sponsor activations and themes while growing fan engagement and community connections across the Baltimore area. More details HERE.
Assistant Director of Development & Revenue Generation (University of Maryland – Baltimore County / Baltimore, MD): The Assistant Director of Development & Revenue Generation supports UMBC Athletics by growing philanthropic support, building donor, alumni and community relationships, and driving revenue/engagement. More details HERE.
Account Executive, Ticket Sales (University of Arizona / Tucson, AZ): Be part of the team driving Arizona Athletics forward! As an Account Executive, you'll turn passion into ticket sales, grow revenue, build lasting fan relationships, and fuel the Wildcat experience. More details HERE.
Director, Governance and Compliance (Mountain West Conference / Las Vegas, NV): The Director, Governance & Compliance will serve the Mountain West Conference and its member institutions supporting the day-to-day aspects of the Conference's governance and compliance services. More details HERE.
Director Athletic Compliance Eligibility (Florida International University / Miami, FL): Analyzes existing and proposed athletics and institutional policies, assists in the implementation of relevant procedures; analyzes NCAA legislation and campus policies to identify problem areas, etc. More details HERE.
Senior Associate Athletic Director Compliance (Florida International University / Miami, FL): Provides supervision and direction in implementing and overseeing all processes and systems necessary to ensure the University is in compliance with National Collegiate Athletic Association (NCAA) etc. More details HERE.
Assistant Coach Athletics Pool (Florida International University / Miami, FL): We are looking for potential candidates for future Athletic Department vacancies, who have expertise in any of the following areas. (see below) More details HERE.
Assistant Strength and Conditioning Coach Pool (Florida International University / Miami, FL): We are looking for potential candidates for future Athletic Department vacancies, who have expertise in the Strength and Conditioning field. More details HERE.
Head Coach Athletics Pool (Florida International University / Miami, FL): We are looking for potential candidates for future Athletic Department vacancies, who have expertise in any of the following areas (see below). More details HERE. What would it cost to move to Miami? Click HERE.
Assistant Athletic Trainer Pool (Florida International University / Miami, FL): We are looking for potential candidates for future Athletic Department vacancies, who have expertise in the Athletic Training field. More details HERE.
Assistant Director, Strategic Communications (University of Arizona / Tucson, AZ): Bring Arizona Athletics stories to life through creative content, strategic communications, media relations, and storytelling that elevates our Wildcats. More details HERE.
Assistant Director, Ticket Operations (University of Arizona / Tucson, AZ): Join Arizona Athletics as Assistant Director, Ticket Operations—lead ticketing for assigned sports, drive seamless event-day operations, and elevate the Wildcat fan experience. More details HERE.
Senior Vice President - Men's Basketball (Atlantic Coast Conference / Charlotte, NC): Senior leader for ACC Men's Basketball, driving competitive success, national profile, championship experience and commercial value while overseeing scheduling, officiating and key partnerships. More details HERE. What would it cost to move to Charlotte? Click HERE.
Financial Analyst I (2 Positions) (University of Arizona / Tucson, AZ): Help drive Arizona Athletics forward through financial insight, analysis, and strategy. Join our team as a Financial Analyst I and help turn data into informed decisions. More details HERE.
Assistant Athletic Director, Athletic Event Operations (Cleveland State University / Cleveland, OH): Manages event operations for the Athletics Department. Ensures successful Division I event-day operations for athletic events. More details HERE.
Coordinator - Business & Finance (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Manage key financial processes including accounts receivable and bank statement reconciliations. Support balance sheet reconciliation reviews. Ensure timely/accurate recording of incoming payments. More details HERE.
Assistant Athletic Trainer (University of Texas at Dallas / Richardson, TX): UT Dallas seeks two experienced and energetic athletic trainers who provide education, assessment, treatment and prevention services for athletic-related injuries and illnesses to student-athletes. More details HERE.
Compliance Coordinator, Athletics (Kennesaw State University / Kennesaw, GA): Supports KSU Athletics Compliance by monitoring NCAA, conference and university rules, educating staff, researching interpretations, recommending outreach and assisting leadership-directed duties. More details HERE.
Head Softball Coach (Ursinus College / Collegeville, PA): The Head Coach is responsible for the administration and organization of a successful athletic program that competes in the Centennial Conference at the NCAA Division III level. More details HERE. What would it cost to move to Collegeville? Click HERE.
Head Flag Football Coach (Ursinus College / Collegeville, PA): Summary and Scope of Position: The Head Women’s Flag Football Coach is responsible for the administration and organization of a successful women’s flag football program. More details HERE. What would it cost to move to Collegeville? Click HERE.
Women's Lacrosse Assistant Coach (Northern Michigan University / Marquette, MI): Assist the Head Women's Lacrosse Coach with all assigned duties associated with the intercollegiate women's lacrosse program. More details HERE.
Assistant Director, Revenue Enhancement (Kennesaw State University / Kennesaw, GA): Supports revenue growth for KSU Athletics by driving ticket sales, fundraising, partnerships, and events while building donor and alumni relationships to increase support and achieve strategic goals. More details HERE.
Assistant Director - Licensing (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Assist in daily operation of Licensing department. Approve/promote correct use of logos/images/trademarks on retail and internal merchandise. Build relationships with licensing partners. More details HERE.
Assistant Director of Athletic Communications (Loras College / Dubuque, IA): Will assist in the communications and media relations for all 24 varsity athletic programs, including the 23 NCAA Division III athletic teams. More details HERE.
Assistant Director of Motion Graphics - Creative Services (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Lead the creative direction, design, and production of high-impact motion graphics and animated video board content. More details HERE.
Director, Annual Giving (University of Arizona / Tucson, AZ): Drive donor engagement and strengthen relationships through Arizona Athletics' annual giving program, helping build lasting connections and philanthropic support. More details HERE.
Jamie and Ellen Pollard Endowed Director of Athletics (Iowa State University / Ames, IA): Iowa State seeks a visionary, strategic leader to serve as its next Director of Athletics and build upon a proud tradition of innovation and competitive excellence. More details HERE. What would it cost to move to Ames? Click HERE. The D1.dossier for this position is available HERE.
Executive Assistant to the CEO (University of South Carolina / Columbia, SC): Provide high-level executive support to the Gamecock Club CEO by managing communications, scheduling, travel, donor relations, Board activities, and key strategic projects. More details HERE.
Senior Director/Director, Game Presentation - Marketing & Promotions (University Athletic Association, Inc. at the University of Florida / Gainesville, FL): Lead the strategic vision and planning of the in-venue entertainment experience for assigned sports. Responsible for end-to-end production leadership and execution of live game presentation elements. More details HERE