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Brian Hicks joined Xavier in 2004 and was named assistant athletic director for marketing in June 2008. He was promoted to associate athletic director for external relations in August of 2013.
Hicks directs the marketing and promotions for the department's 18 varsity sports and serves as the department liaison for Xavier Sports Properties (a property of Learfield Sports). He is responsible for the development and execution of the annual marketing and ticket sales plan for men's basketball and all other revenue sports. Additionally, he directs the game presentation for men's basketball, works to identify new and maximize existing revenue opportunities, and oversees the development and execution of community relations and brand extension events for the department.
Hicks is the sport administrator for men's soccer and manages the trademark licensing and courtesy car programs. Additionally, he handles the department's relationships with FOX Sports Ohio, CBS Interactive, Strategic Marketing Affiliates, Replay Photo, XOS Digital and Collegiate Images. He also served as the Tournament Manager of the 2010 NCAA Women's Basketball Championship first and second rounds hosted at Cintas Center.
During his time at Xavier, the university has continued to see significant growth in ticket sales, licensing, merchandising and other revenue streams as a result of an aggressive department-wide effort to capitalize on the success and national prominence in men's and women's basketball.
Under his guidance, the athletic marketing department has received nine NACMA Annual `Best of' Awards including in the categories of New-Revenue Generating Idea, Single-Day Attendance Promotion, TV Commercial, Ticket Sales Piece, Newspaper Display Ad, and Promotional t-shirt design.
Hicks began his marketing career in professional sports with affiliates of both the Seattle Mariners and the San Jose Sharks. In 1998-99, while completing his master's degree at Xavier, Hicks spent time as a marketing assistant working on a variety of projects including premium seating for Cintas Center. Prior to returning to Xavier, Hicks spent nearly five years at The Superlative Group where he was responsible for sponsorship, naming rights, and premium seating programs for municipalities and professional and collegiate properties. Of note, Hicks was involved in the luxury suite sales campaign for the Cincinnati Reds' Great American Ball Park that concluded in a MLB record 37 days.
Hicks is a member of the National Association of Collegiate Marketing Administrators (NACMA), and was elected in June to serve a four-year term on the Board of Directors. He has presented several times at the NACMA National Convention on various collegiate marketing related topics, been included on the judging panel for the yearly conference awards, and has served as the Atlantic 10 Conference's NACMA representative since 2008.
Hicks is a graduate of the Xavier University Manager-Leader Professional Development Program, is a member of the International Collegiate Licensing Association (ICLA), and Cincinnati Sports Professionals Network. He has authored two articles that have been published in Athletics Administration, the official publication of the National Association of Collegiate Directors of Athletics, and is an award recipient of the ICLA Membership Initiative stipend.
A 1997 graduate of the University of Kentucky, Hicks earned a master's degree in sport administration from Xavier in 1999. He and his wife, Rachel, reside in Loveland with their children, Benjamin and Aubrey.