PISCATAWAY, N.J. – Rutgers University announced the formation of Scarlet Assets Management Company (SAMCO) LLC, a private and wholly owned subsidiary of the university. Lisa Tirrell will serve as President and Chief Executive Officer of SAMCO, leading the unit in the management of multimedia and naming rights, merchandise, and ticket sales for Rutgers Athletics.
The Scarlet Knights have enjoyed record-setting success in recent years, including their highest-ever finish in the Director’s Cup standings. SAMCO will expand the available revenue streams and drive commercial profitability for Athletics through the identification of new corporate partners and naming rights opportunities.
SAMCO will manage traditional digital and physical in-venue signage and broadcast advertising inventory as part of a full suite of commercial assets. It will deliver unparalleled access to gameday experiences and premium offerings, helping to strengthen the Rutgers Athletics brand. SAMCO will also collaborate with corporate partners to identify opportunities for student-athletes to serve as their brand ambassadors. In addition to its work with Rutgers Athletics, SAMCO will manage university-wide sponsorship and marketing efforts.
“SAMCO will allow us to monetize the Rutgers brand better by managing and coordinating our marketing and sponsorship opportunities through a single consolidated enterprise. It will allow us to maximize the revenues from our sponsorship and advertising assets and to leverage those assets in ways that will introduce the Rutgers brand to broader audiences,” said Michael Gower, the Rutgers’ chief financial officer and chair of SAMCO’s managing board.
“The collegiate landscape is changing dramatically,” said Rutgers Athletic Director Pat Hobbs. “Athletic departments will need to be innovative and entrepreneurial. SAMCO positions us to act quickly and creatively to grow our revenues in the years ahead. Lisa Tirrell comes with a wealth of experience and has exactly the type of creative mind to work in this environment.”
“This is an exciting opportunity to be part of SAMCO at such a pivotal time at Rutgers,” said Tirrell. “I am absolutely thrilled to lead an unbelievable team that will make an impact on our Rutgers community from day one. Rutgers is at the forefront of major advancement in research, science, and technology. The Block R brand is the first thing you see when you arrive at Newark Liberty International Airport, it appears on primetime television, at the Macy’s Thanksgiving Day Parade – Rutgers is everywhere. I look forward to our team continuing to develop and strengthen our relationships throughout the Rutgers community.”
Rutgers will take direct control of its multimedia rights and continue its collaboration with Learfield through a unique partnership to offer data and technology services, national sales support, and radio broadcasts to help amplify fan engagement, outreach, and revenue generation.
“From the moment we opened discussions with Pat Hobbs and his team, we were excited about creating a unique partnership and solution with SAMCO,” said Chris Sanders, Executive Vice President of Learfield. “Combining our proprietary data platform, digital media products, and other services with their local focus will help to grow revenue.”
Tirrell arrived at Rutgers in 2014, most recently serving as the Associate Athletic Director for Marketing and Business Development. In her role, she oversaw the naming rights of both SHI Stadium and Jersey Mike’s Arena and managed Rutgers’ partnerships with corporate sales, multimedia rights and merchandise. Tirrell was also the liaison to the university’s trademark and licensing division and led the Athletics marketing staff and its efforts in game presentation, promoting and advertising the Scarlet Knights’ 24 sports. Prior to her time at Rutgers, Tirrell spent nine years in minor league baseball where she held various leadership roles, being named the league’s Female Executive of the Year, along with several years at the Late Show with David Letterman. Tirrell is a native of Point Pleasant Beach, New Jersey.
The SAMCO executive team is comprised of Kerry Atkinson, Executive Vice President for Corporate Sponsorships, Brian Cahill, Vice President of Ticketing and Andrew Granozio, Vice President of Operations. Atkinson boasts more than three decades of experience in executive roles, managing sales operations and previously served as General Manager for Rutgers Sports Properties (LEARFIELD). Cahill, who most recently served as Senior Director of Sales and Service with The Aspire Group has spent more than 15 years in the ticketing space at both the collegiate and professional sports levels. Granozio has more than a decade of experience leading sales strategy and operations and previously served as the Director of Business Development and Premium Seating in a prior stint at Rutgers.
The on-campus staff will deliver an innovative approach to driving sales and marketing integration between Rutgers Athletics, corporate partners, and the Scarlet Knights fan base. The unit will also staff an analytics team to help direct strategic decision making and data-driven solutions.
Learfield will continue to provide its industry-leading Fanbase data services and Fan365 digital marketing solutions to help drive targeted engagement that connects brand sponsors with Scarlet Knight fans year-round. As part of this transition, Learfield will collaborate with SAMCO to drive national partnership opportunities to secure strategic alliances. Additionally, Learfield will work closely with Rutgers on various media initiatives, such as radio broadcasts, podcasts, and coach shows, further amplifying the university’s presence across multiple platforms.
About Rutgers Athletics
The Rutgers Department of Intercollegiate Athletics (Rutgers Athletics), comprised of 24 men’s and women’s varsity sports serving more than 730 student-athletes, is a member of the Big Ten Conference and governed by the National Collegiate Athletic Association (NCAA). Rutgers is the Birthplace of College Football, hosting the first-ever collegiate matchup on Nov. 6, 1869, a 6-4 victory over Princeton. Rutgers Athletics is uniquely positioned in the nation’s largest media market with over seven million television households, along with access to Big Ten Network and its nearly 60 million homes across the U.S. and Canada. Established in 1766, Rutgers University is the State University of New Jersey and eighth-oldest higher education institution in the country. As a premier academic institution, Rutgers is a member of the prestigious Association of American Universities. Follow Rutgers Athletics on Facebook, Twitter and Instagram for all of the latest news and updates. Also visit ScarletKnights.com for additional information on Rutgers Athletics.