MICHAEL WADDELL
FOUNDER | PRINCIPAL
36 YEARS OF LEADERSHIP EXPERIENCE IN PROFESSIONAL SPORTS, INTERCOLLEGIATE ATHLETICS, FORTUNE 100 & START-UP PRIVATE BUSINESS
Michael Waddell is the Founder and Principal of Brentwood, LLC, which he launched in 2013. Over a career spanning 36 years, he has built a track record of leadership across college athletics, professional sports, and private business. His experience includes serving as an NCAA Division I Athletics Director, President of multiple professional sports franchises, and entrepreneur through both Brentwood Partners and the North Carolina Sports Network (#BoldNorthState). He also serves as a strategic advisor to several ventures in the sports and entertainment industries.
In college athletics, Waddell spent more than two decades in leadership roles, including three years as Director of Athletics at Towson University. Under his direction, the Tigers won 11 Colonial Athletic Association championships, including seven in 2012–13. He designed and constructed the $85 million SECU Arena and negotiated a $4.75 million naming-rights agreement, the largest corporate gift in school history. Waddell also hired Pat Skerry (Men’s Basketball), Shawn Nadelen (Men’s Lacrosse), and Don Metil (Volleyball)—each now Towson’s all-time winningest coach in their sport and still leading their programs today. He also launched the Total Tiger Program, a holistic student-athlete development model focused on Academic Achievement, Community Engagement, and 360 Wellness.
Waddell’s career also includes prominent roles in professional sports. As Vice President at NASCAR’s Richmond Raceway, he spearheaded a $30 million facility renovation, launched the Racing Virginia platform, and established Richmond Raceway Esports, the sport’s first track-owned esports team. In 2018, he became Team President of the Orlando Apollos (AAF), where he built an entire organization in under five months, selling more than 5,200 season tickets and averaging nearly 20,000 fans per game while winning the league championship. Later, as President and Governor of the ECHL’s Allen Americans, Waddell guided the franchise through the pandemic, secured an NHL affiliation with the Seattle Kraken, and negotiated a long-term lease to secure the team’s future in Texas.
As Founder of Brentwood, Waddell has advised institutions, conferences, and professional organizations on revenue generation, partnerships, and media strategy. He also leads the collegiate division of HOUR-A-THON, raising more than $4 million for 70+ colleges and universities nationwide since 2023. With the North Carolina Sports Network, Waddell has built one of the fastest-growing regional sports media platforms in the nation, surpassing 37,000 YouTube subscribers and activating at more than 150 live events statewide.
A native of Newton, North Carolina, Waddell began his career as a broadcaster with the Tar Heel Sports Network (UNC) before stops at Virginia, Appalachian State, and Army West Point. He holds a B.S. in Sport Management from Guilford College, where he was a football letterman, and a Master’s in Sport Administration from Ohio University, the top-ranked graduate program in the field.
Michael and his wife, Heidi, live in Raleigh, NC. They have two children: Andrew, a college athletics administrator at Clemson University, and Caroline, a mental-health professional based in South Carolina.
Guilford College, Bachelor of Science, Sport Management, 1991
Ohio University, Master of Arts, Sports Administration, 2010
Read Mike’s full LinkedIn bio here
KEITH TRIBBLE
CHIEF OPERATING OFFICER | MANAGING PARTNER
43 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS, PRIVATE BUSINESS AND NON-PROFIT MANAGEMENT
Keith Tribble serves as Managing Partner & Chief Operating Officer of BRENTWOOD PARTNERS, bringing more than four decades of leadership across college athletics, private enterprise, and non-profit management. Known for his vision and ability to build lasting impact in sports and entertainment, Tribble has earned a national reputation as both an innovator and community leader.
As President and CEO of the Jackson Health Foundation, a 501(c)(3) nonprofit, he guided his team to raise more than $60 million in new gifts. These resources directly enhanced the quality of medical care for children and adults in South Florida, while also supporting international outreach efforts.
Tribble’s career in athletics administration spans some of the nation’s most prominent programs and events. He served as Executive Vice President and Director of Athletics for the University of Central Florida Athletic Association, Senior Associate AD at UNLV, and Associate AD at the University of Florida. He also held CEO and executive director roles with the Orange Bowl Committee, the Blockbuster Bowl (now the Cheez-It Bowl), and the Las Vegas Bowl, successfully leading three high-profile postseason games.
A passionate advocate for community service, Tribble has served on the boards of 100 Black Men of South Florida and the Florida Sports Foundation, and is a frequent speaker for local and national organizations. His civic contributions have been recognized with the Orange Bowl Committee’s Trailblazer Community Award, honoring exceptional leaders in philanthropy and service.
A proud University of Florida graduate, Tribble played offensive guard for three Gator bowl teams before earning his bachelor’s degree in journalism (public relations and marketing). His alma mater has recognized him with induction into both the UF Athletic Hall of Fame (2011) and the College of Journalism and Communications Hall of Fame (2007).
Keith and his wife, Terri, are the proud parents of Carlyn and Kyle.
University of Florida, Bachelor of Science, Journalism, Public Relations & Marketing, 1977
Read Keith’s full LinkedIn bio here
JESSICA REO
SENIOR ASSOCIATE
31 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS
Jessica Reo, Ed.D. is a veteran athletics administrator and educator with more than 30 years of senior leadership experience in collegiate athletics, sport management, and higher education. Most recently, she served as Executive Senior Associate Athletics Director and Senior Woman Administrator at Temple University (2019–2025), where she provided strategic oversight, student-athlete advocacy, and mentorship across multiple areas of the athletics enterprise.
Reo’s distinguished career began at the University of Central Florida, where she spent 12 years on the athletics staff (2003–2015), including seven as Senior Associate Athletics Director/Senior Woman Administrator. At UCF, she was a member of the Director of Athletics’ Executive Leadership Team, contributing to strategic planning, policy development, and program growth. She also served as the department’s liaison for gender equity and Title IX, partnered with Academic Services for Student-Athletes, and directly supervised Sports Medicine, Strength & Conditioning, and Student Services. Her leadership extended to NCAA governance, compliance, and championship event planning, including the successful bid process for two NCAA Rowing Championships.
A purpose-driven leader, Reo has managed multimillion-dollar budgets, built inclusive, high-performing teams, and collaborated with campus leaders, industry partners, and national organizations to expand visibility and impact. Beyond administration, she is committed to teaching and mentoring the next generation of leaders in sport and hospitality management, creating applied learning environments that bridge theory with practice and emphasize leadership, ethics, and innovation.
Throughout her career, Reo has contributed through NCAA committee service, student-athlete advocacy, and program development, consistently dedicated to helping people discover their passions, build brighter futures, and succeed in dynamic, competitive environments.
Florida State University, Bachelor of Science, English
University of Central Florida, Master of Arts, Sport & Fitness Administration Management
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STACY DANLEY
SENIOR ASSOCIATE
32 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS (SECONDARY & COLLEGIATE)
Stacy Danley, a veteran college athletics administrator, joined BRENTWOOD in January 2023, with a focus on our search and executive consulting practice.
Most recently the Director of Athletics at South Carolina State University, Danley established the school’s first-ever capital campaign for the Department of Athletics in the R.I.S.E Major Gift Initiative, which raised more than $1.62 million towards its $2 million dollars goal with funds targeted to increased athletic scholarship funding, major upgrades to track facility and new turf playing surface for the football team on Willie E. Jeffries Field inside Oliver C. Dawson Stadium.
Danley, with more than 30 years of experience in athletics administration, previously spent two years with the SLD Sports Marketing Group before joining SC State. Prior to that he served as Athletics Director at Alabama State and Tuskegee universities. He also worked for the J.F. Smith Group, the Southeastern Conference and Auburn, his alma mater.
Danley was athletics director at Alabama State for three years (2010-2012). Prior to his tenure as Hornet AD, he served one year with the J.F. Smith Group, coordinating all fundraising consultant activities under the HBCU division while also managing and facilitating campus departmental assessment initiatives for HBCU clients. Before his work with the J.F. Smith Group, Danley served as director of athletics at Tuskegee (2008-09).
The former Auburn University running back spent eight years (1997-2005) at his alma mater, six years as the assistant athletic director for External Affairs, before being promoted to associate athletic director for External Affairs. He spent his last two years at Auburn as the associate athletic director and men's sports coordinator, overseeing six Olympic sports.
He lettered four years as a running back at Auburn University, where he earned All-SEC honors and was named the SEC Sophomore of the Year among his athletic accomplishments. Following his collegiate career, Danley signed NFL contracts with the Seattle Seahawks and the Indianapolis Colts.
After his professional career, Danley returned to Auburn where he received his Bachelor of Science degree in 1993 and a master's in education administration in 1996.
While completing his master's degree, he spent two years as a graduate assistant in the Auburn athletic department, working in the compliance office where he provided support with NCAA and SEC legislative interpretations.
Once he completed his master's degree, he moved on to the SEC office where he spent two years, working in compliance, championships and event management.
Danley and his wife Stephanie have three children -- Lawson, Trace and Landon.
Auburn Univeristy, Bachelor of Arts, Education, 1993
Auburn University, Master of Arts, Education, 1996
Read about Stacy here
CHARLES NIEVES
SENIOR ASSOCIATE
18 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS & PRIVATE BUSINESS
Charles Nieves returned to Georgia Tech in March 2023 as Executive Associate Athletics Director and Chief Revenue Officer, bringing more than 15 years of experience driving revenue growth and building partnerships across collegiate athletics and the private sector. In this role, he oversees Georgia Tech’s partnership with Legends (multimedia rights and ticket sales), ticket operations, marketing and fan experience, brand and ideation, communications/public relations, and video operations/broadcast services.
Nieves began his career in collegiate athletics at Georgia Tech in 2009–10 as a ticket sales consultant with The Aspire Group while completing a master’s degree in sport administration at Georgia State. Since then, he has spent more than a decade in revenue generation roles at Power Five institutions, including the University of Georgia, Penn State, and the University of Miami (Fla.). At Georgia, he excelled in corporate partnerships with ISP Sports (now Learfield), achieving 1,100% of his new business revenue target in 2011.
He later joined Learfield at Penn State, rising from manager to director of business development. Under his leadership, Penn State’s corporate partnerships team earned back-to-back Learfield National Property of the Year honors in 2017 and 2018, the first such repeat in company history. At Miami, Nieves served as general manager of Learfield’s property, overseeing more than 85 corporate partnerships with major national brands.
Beyond collegiate athletics, Nieves expanded his expertise as Vice President of Marketing and Team Partnerships at GameDay Vodka (2021–22), where he led market launches in 15 U.S. cities and managed partnerships with nearly 20 NCAA and NFL teams. Earlier in his career, he also held marketing and corporate partnership roles with the Boys & Girls Clubs of America.
A Chapel Hill, N.C., native, Nieves was a three-year football letterwinner at Fayetteville State and earned his bachelor’s degree from UNC Pembroke. He also holds two graduate degrees from Georgia State University: an M.S. in Sport Administration (2010) and an MBA (2015).
Charles and his wife, Amy, live in Atlanta with their two daughters, Elle and Ivy, and their Yorkie, MoJo.
University of North Carolina at Pembroke, Bachelor of Arts, Business Management, 2008
Georgia Southern University, Master of Science, Sport Administration, 2010
Georgia Southern University, Master of Science, Business Administration, 2015
Read about Charles here
COURTNEY VINSON
SENIOR ASSOCIATE
15 YEARS OF LEADERSHIP EXPERIENCE IN COLLEGE ATHLETICS ADMINISTRATION AND LEADERSHIP
Courtney Vinson, a former student-athlete and veteran Division I athletics administrator with more than 15 years of experience, joined Northern Illinois University in May 2018 as Senior Associate Athletics Director for Sports Administration. In her role, she serves as sport administrator for men’s basketball, women’s soccer, and wrestling, directs the Athletics Compliance Office, acts as the department’s Diversity and Inclusion Officer to the NCAA, and chairs NIU Athletics’ Diversity Integration Group (D.I.G.). She is also the primary liaison to key NIU campus partners.
Vinson came to NIU after nearly three years at the University of Memphis, where she was Associate AD for Sports Services and Senior Woman Administrator. She was a member of the athletics executive and senior staffs, oversaw student-athlete welfare and compliance, and served as sport administrator for several programs, including women’s soccer and softball. She also partnered closely with academic advising and the CHAMPS Life Skills program to support student-athlete success.
From 2011–15, Vinson served as Assistant AD for Compliance at UCF, where she managed all aspects of the compliance office, developed educational programming, created monitoring systems, and investigated NCAA rules violations. Earlier in her career, she was Director of Compliance at Clemson (2008–11), handling initial eligibility, rules education, and day-to-day compliance operations, and Assistant Director of Compliance at Akron (2006–08), where she oversaw compliance for 11 of the Zips’ 17 teams.
A native of Long Island, N.Y., Vinson earned her bachelor’s degree in journalism from Florida A&M University in 2003, where she competed as a member of the track and field team. She went on to earn a master’s degree in athletic administration from Marshall University in 2006, while serving as a graduate assistant in compliance. She also completed compliance internships at Georgia Tech (2005) and Villanova (2006).
Vinson is a graduate of the prestigious NCAA Pathways Program (2019–20), which develops senior-level administrators as they prepare for the next steps in athletics leadership. Throughout her career, she has built a reputation as a purpose-driven leader dedicated to student-athlete welfare, equity and inclusion, and the advancement of intercollegiate athletics.
Florida A&M University, Bachelor of Arts, Journalism, 2003
Marshall University, Master of Arts, Athletic Administration, 2006
Read Courtney’s full LinkedIn bio here
MELISSA DAWSON
SENIOR ASSOCIATE
34 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS AND EDUCATION (SECONDARY & COLLEGIATE)
Melissa Dawson was named Assistant Athletics Director for Spartan Academic Support Services (SASS) at UNC Greensboro in January 2024. She brings more than 36 years of experience in education, including extensive leadership in student-athlete academic support at the Division I level.
Dawson most recently served as Executive Associate Athletics Director and Senior Woman Administrator at South Carolina State (2020–22). Prior to that, she spent six years as Senior Associate AD for Academic and Student Services at Northern Illinois University (2014–20) and six years as Associate AD for Student Services at the University of Tulsa (2008–14). Earlier in her career, she held academic support roles at the University of Iowa (2005–08), University of South Carolina (1999–2001), and University of Kentucky (1996–99), following a graduate internship at DePaul University (1995).
In addition to her collegiate athletics career, Dawson has taught at the K–12 level, serving students in Richland School District 2 (Columbia, S.C.) from 2001–05 and again from 2022–24, as well as Lake Zurich School District 95 (Illinois) from 1989–96.
A former volleyball student-athlete at Drake University, Dawson earned her Bachelor of Science in Education in 1989. She went on to complete a Master of Education in Counseling/Higher Education from DePaul University in 1996.
A native of Barrington, Ill., Dawson has built her career around helping students achieve success in both academics and athletics, blending her experience as an educator, counselor, and administrator.
Drake University, Bachelor of Arts, Education, 1989
DePaul University, Master of Arts, Counseling|Higher Education, 1996
Read Melissa’s full LinkedIn bio here
MICHAEL HARRIS
SENIOR ASSOCIATE
28 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS AND BRAND LICENSING
Mike Harris joins the team, bringing nearly three decades of experience in brand management & revenue generation. He recently focused on licensing, consumer retail, university relations, and product development at RALLYHOUSE and Colosseum Athletics.
For the majority of his career, Harris was an innovator in collegiate athletics, leading the marketing, media relations, and TV & Radio efforts at Miami University (1995-2000; 2001-07), the University of Cincinnati (2007-10), and Towson University (2010-13). While at the University of Arkansas from 2013-18, he was the Director of Licensing and New Revenue Generation, where he managed one of the nation’s 20 largest collegiate brands, working with national retailers like Walmart, and growing the school’s royalties and brand through innovative retail and marketing programs.
Following his time in collegiate athletics, Harris went on to become the Vice President of Marketing and Strategic Communications for the start-up Orlando Apollos football team. He worked with the staff and Coach Steve Spurrier to develop the league’s top ticket-revenue-producing team.
After his time in pro football, he returned to the college space, going to another sports retailer, Dyehard Fan Supply – a then-division of Teall Capital. Harris oversaw the company’s partnerships for its 18 collegiate partners, including Auburn University, the University of North Carolina, Michigan State University, Ole Miss, West Virginia, and UConn. He also oversaw the company’s retail efforts for Super Bowl LIV and the U.S. Open Tennis Championship.
Miami University, Farmer’s School of Business - Bachelor of Science, Human Resources and Organizational Behavior, 1995
Read about Mike here
JAMAAL MAYO
SENIOR ASSOCIATE
16 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS, REVENUE GENERATION + EXECUTIVE LEADERSHIP
Jamaal Mayo is an accomplished higher education executive with over 19 years of senior-level leadership experience spanning intercollegiate athletics, institutional advancement, and enrollment management. Guided by his belief that the strength and future of higher education rest on access and opportunity,
Mayo has built a distinguished career advancing student success, elevating organizational performance, and cultivating transformative partnerships that expand institutional impact.
Most recently, Mayo served as Senior Associate Athletic Director for Advancement at San José State University (SJSU), where he was a key member of both the Athletics Executive Leadership Team and the University Advancement Leadership Team. As the department’s chief development officer, he provided strategic oversight for annual giving, major and principal gifts, capital campaign initiatives, premium seating, and revenue-generating special events. He also co-managed SJSU’s multi-media rights partner, Playfly Sports, its ticketing partner, The Aspire Group, and led Marketing and Fan Engagement.
Under Mayo’s leadership, SJSU Athletics achieved unprecedented growth — including a 50% increase in annual philanthropy over two years, a record-setting $4.13 million annual giving year, and a $3 million milestone in corporate sponsorship and ticket revenue. His data-driven approach and restructuring of the development unit produced significant outcomes: an 87% rise in football and basketball ticket sales, a $220,000 Giving Day, and record giving to Olympic sport programs. His efforts also supported the completion and grand opening of a $70 million athletic facility, enhanced football operations, and contributed to SJSU’s share of the 2023 Mountain West Football Championship.
Prior to SJSU, Mayo served as Senior Associate Athletics Director for External Relations and Resource Acquisition at North Carolina Central University (NCCU), where he provided strategic direction for all revenue generation and external operations. His leadership drove a 54% overall revenue increase, a 77% rise in philanthropic giving, and a 74% growth in the annual fund. Despite challenging economic conditions and a global pandemic, his focus on strategic partnerships and community engagement resulted in a 238% increase in corporate sponsorships and a 68% surge in ticket revenue, directly enriching the student-athlete experience and strengthening the NCCU brand.Earlier in his career, Mayo served as Director of Intercollegiate Athletics at Harris-Stowe State University in St. Louis, where his leadership revitalized the department through a comprehensive reorganization. Within two years, the program achieved a record 3.1 student-athlete GPA and a 175% revenue increase, alongside successful hiring and development of key athletics personnel.
Mayo began his career at his alma mater, Western Carolina University (WCU), where he held several progressive roles, including Senior Assistant Director of Admissions, Assistant Athletics Director for Student-Athlete Support Services, Facilities and Operations, and Development. His time at WCU provided a foundational understanding of NCAA Division I FCS athletics and the broader landscape of university administration.
Today, Jamaal Mayo continues to serve as an advisor and consultant to multiple initiatives across intercollegiate athletics and higher education. He and his wife, Dr. Michelle Mayo, Provost and Vice President for Academic Affairs at Claflin University, reside in Orangeburg, South Carolina.
Read about Jamaal here
BRIAN HUTCHINSON
SENIOR COUNSEL
28 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS & NON-PROFIT MANAGEMENT
Brian Hutchinson spent more than two decades in higher education, most of which was at Morehead State University. Hutchinson served the last nearly 15 years of his tenure as MSU’s Director of Athletics.
During that time, MSU teams won nearly 20 Ohio Valley Conference Championships and represented the league multiple times in NCAA postseason play. Hutchinson’s service included chairing the OVC Council of Directors of Athletics twice and the Pioneer Football League’s Council of Directors of Athletics three times.
He also received national acclaim, serving as the President of the Football Championship Subdivision’s Athletics Directors Association and the Chair of the NCAA Division I Football Committee.
Morehead State University, Bachelor of Science, Business Administration, 1996
Morehead State University, Master of Science, Sports Administration, 2001
Read Brian’s full LinkedIn bio here
BOB LEFFLER
OF COUNSEL
60 YEARS OF LEADERSHIP EXPERIENCE IN CREATIVE ADVERTISING, BRAND DEVELOPMENT, AND REVENUE GENERATION
Bob Leffler has built one of the most unique and influential careers in American sports, spanning education, professional football, and the advertising world.
After starting out as a teacher, Leffler transitioned into professional sports as Sales Director for the Baltimore Colts, where he helped lead marketing and ticketing initiatives during one of the most eventful eras in franchise history. His time with the Colts placed him at the center of some of the NFL’s most memorable storylines — including the ill-fated decision to draft John Elway and the team’s infamous “Midnight Ride” to Indianapolis.
In 1985, Leffler founded The Leffler Agency, Inc., which quickly grew into the nation’s leading boutique sports advertising firm. For 27 years, the agency represented more than 40 clients across 20+ markets, with headquarters in Baltimore and additional offices in Tampa and Providence. Its portfolio included 25 Division I athletics programs, as well as clients in the NFL, MLB, NHL, racetracks in Maryland and Virginia, and broadcast outlets across three states. Known for practical, results-driven campaigns, the agency became a trusted partner to some of the biggest brands and programs in sports.
Leffler’s career placed him “on the wall” of stadium boardrooms, political negotiations, and sales campaigns that reshaped the landscape of both college and professional athletics. His work gave him an insider’s perspective on the successes and failures of team owners, athletic directors, and politicians navigating the high-stakes world of sports business.
In his book, The Guy on the Wall, Leffler offers a frank, behind-the-scenes account of these pivotal moments, chronicling the decisions, missteps, and triumphs that defined modern sports history.
Towson University, Bachelor of Science, History/Social Science/English, 1968
Morgan State University, Master of Arts, US History, Pop Culture Emphasis, 1974
Read Bob's LinkedIn bio here