The Firm
Our Team
Leadership

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 Partners, LLC, which he launched in 2013. Over a 36-year career, he has built a track record of leadership across college athletics, professional sports, motorsports and digital media. His experience includes serving as an NCAA Division I Director of Athletics, president of multiple professional sports franchises, and co-founder of 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 regular-season and tournament titles in 2012–13. He oversaw construction of the $68 million SECU Arena and negotiated its 10-year, $4.75 million naming-rights agreement, the largest corporate naming-rights 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 his sport and still leading his program today. He launched the Total Tiger Program, a holistic student-athlete development model focused on academic achievement, community engagement and 360 wellness. Before Towson, he led external operations at Akron, where he also served as Interim Director of Athletics, and Cincinnati, and he later held the same senior role at Arkansas and Illinois.
Waddell's career also includes prominent roles in professional sports. As Vice President at NASCAR's Richmond Raceway, he helped lead 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 President of the Orlando Apollos of the Alliance of American Football, building an entire organization in under five months. The Apollos sold more than 5,200 season tickets, averaged nearly 20,000 fans per game and posted the league's best record (7–1) before the AAF suspended operations. As President and Governor of the ECHL's Allen Americans, he guided the franchise through the pandemic, secured an NHL affiliation with the Seattle Kraken and negotiated a long-term lease to keep the team in Allen, Texas.
As Founder of Brentwood Partners, Waddell has advised institutions, conferences and professional organizations on revenue generation, partnerships and media strategy. As Vice President of Collegiate Business Development for HOUR-A-THON, he works each year with more than 150 collegiate athletics departments and other higher-education partners; in 2025 alone, HOUR-A-THON collegiate campaigns raised more than $5.2 million. As co-founder of the North Carolina Sports Network, he has built one of the nation's fastest-growing regional sports media brands, with more than 75,000 YouTube subscribers, coverage of more than 150 live events statewide, and partners including Pepsi, Muscle Milk, the North Carolina Department of Transportation, Stifel and the North Carolina High School Athletic Association.
A native of Newton, North Carolina, Waddell began his career as a broadcaster with the Tar Heel Sports Network at 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 degree in Sports Administration from Ohio University, the nation's 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

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 and Chief Operating Officer of Brentwood Partners, bringing more than four decades of leadership across college athletics, private enterprise and non-profit management. He is also founder and Managing Partner of Tricom Management Group. 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 a community leader.
As President and CEO of the Jackson Health Foundation, a 501(c)(3) nonprofit and the fundraising arm of Jackson Health System, he guided his team to raise more than $60 million in new gifts. Those 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 served as CEO of the Orange Bowl Committee for 13 years and as executive director of the Blockbuster Bowl (now the Pop-Tarts 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, the Florida Sports Foundation and the University of Florida Foundation, and he 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 inducted him into both the UF Athletic Hall of Fame (2011) and the College of Journalism and Communications Hall of Fame (2007), and he chairs the college's Dean's Leadership Council.
Keith and his wife, Terri, are the proud parents of Carlyn and Kyle.
- University of Florida, Bachelor of Science, Journalism, Public Relations & Marketing, 1977
Senior Associates & Counsel

JESSICA REO, Ed.D.
SENIOR ASSOCIATE
31 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS
Dr. Jessica Reo is Chief Administration Officer for Kennesaw State Athletics, a role she assumed in January 2026. A veteran athletics administrator and educator, she brings more than 30 years of senior leadership experience in collegiate athletics and higher education.
Reo previously served as Executive Senior Associate Athletics Director and Senior Woman Administrator at Temple University (2019–2025), where she oversaw strategic partnerships, health services and varsity sport operations and led Temple's successful bid to host the 2023 NCAA Rowing Championship. Before Temple, she held senior leadership roles at Florida International University (2015–2019) and spent 12 years at the University of Central Florida (2003–2015), including service on the Director of Athletics' Executive Leadership Team. Her career spans compliance, Title IX and gender equity, sports medicine oversight, strategic planning and NCAA championship event management.
An adjunct faculty member at Temple and UCF, Reo is committed to mentoring the next generation of leaders in sport and hospitality management.
- Florida State University, Bachelor of Science, English
- University of Central Florida, Master of Arts, Sport & Fitness Administration Management
- Florida State University, Doctor of Education, Educational Leadership & Policy

STACY DANLEY
SENIOR ASSOCIATE
32 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS (SECONDARY & COLLEGIATE)
Stacy Danley, a veteran college athletics administrator, joined Brentwood Partners in January 2023 with a focus on its search and executive consulting practice.
Danley has served as Director of Athletics at three institutions: South Carolina State, Alabama State (2010–2012) and Tuskegee (2008–2009). At SC State, he established the department's first-ever capital campaign, the R.I.S.E. Major Gift Initiative, which raised more than $1.62 million toward its $2 million goal for scholarships, track facility upgrades and a new turf surface at Willie E. Jeffries Field. He spent eight years (1997–2005) at Auburn, rising to Associate AD for External Affairs and men's sports coordinator, and also worked with the Southeastern Conference office, the J.F. Smith Group and SLD Sports Marketing Group.
A four-year letterman and All-SEC running back at Auburn, Danley was named SEC Sophomore of the Year and later signed NFL contracts with the Seattle Seahawks and Indianapolis Colts. He and his wife, Stephanie, have three children: Lawson, Trace and Landon.
- Auburn University, Bachelor of Science, Education, 1993
- Auburn University, Master of Education, Administration, 1996

CHARLES NIEVES
SENIOR ASSOCIATE
17 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS & PRIVATE BUSINESS
Charles Nieves is Deputy Athletics Director and Chief Revenue Officer at the University of North Carolina at Charlotte, a role he assumed in April 2026, where he also serves as sport administrator for men's basketball.
Nieves came to Charlotte from Georgia Tech, where he served as Executive Associate AD and Chief Revenue Officer (2023–2026), overseeing the Legends multimedia-rights partnership, ticketing, marketing, brand, communications and broadcast services. He has spent more than 15 years in revenue roles at Georgia, Penn State and Miami (Fla.). At Penn State, his Learfield team earned back-to-back National Property of the Year honors in 2017 and 2018, a first in company history, and at Miami he managed more than 85 corporate partnerships. He also served as Vice President of Marketing and Team Partnerships for GameDay Vodka (2021–22).
A Chapel Hill native, Nieves was a three-year football letterwinner at Fayetteville State. Charles and his wife, Amy, have two daughters, Elle and Ivy, and a Yorkie, MoJo.
- University of North Carolina at Pembroke, Bachelor of Arts, Business Management, 2008
- Georgia State University, Master of Science, Sport Administration, 2010
- Georgia State University, Master of Business Administration, 2015

COURTNEY VINSON
SENIOR ASSOCIATE
20 YEARS OF LEADERSHIP EXPERIENCE IN COLLEGE ATHLETICS ADMINISTRATION AND LEADERSHIP
Courtney Vinson is Deputy Chief of Staff, Executive Associate Athletic Director for Sports Administration and Senior Woman Administrator at Northern Illinois University, a role she was elevated to in August 2026. She serves as NIU Athletics' liaison to the Board of Trustees, the Horizon League and the offices of the President and Provost, and as sport administrator for men's basketball, women's soccer and gymnastics.
Vinson joined NIU in 2018 and was promoted to Executive Associate AD in 2024. She previously served as Associate AD for Sports Services and Senior Woman Administrator at Memphis, Assistant AD for Compliance at UCF (2011–15), Director of Compliance at Clemson (2008–11) and Assistant Director of Compliance at Akron (2006–08). She is a graduate of the NCAA Pathways Program (2019–20).
A Long Island, N.Y., native, Vinson competed in track and field at Florida A&M University. She is known as a purpose-driven leader dedicated to student-athlete welfare, equity and inclusion.
- Florida A&M University, Bachelor of Arts, Journalism, 2003
- Marshall University, Master of Arts, Athletic Administration, 2006

MELISSA DAWSON
SENIOR ASSOCIATE
37 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS AND EDUCATION (SECONDARY & COLLEGIATE)
Melissa Dawson is Director of Learning Services for Purdue Athletics, a role she assumed in 2026. She brings more than 35 years of experience in education, including extensive leadership in Division I student-athlete academic support.
Dawson previously served as Assistant Athletics Director for Spartan Academic Support Services at UNC Greensboro, Executive Associate AD and Senior Woman Administrator at South Carolina State (2020–22), Senior Associate AD for Academic and Student Services at Northern Illinois (2014–20) and Associate AD for Student Services at Tulsa (2008–14). Earlier, she held academic support roles at Iowa, South Carolina and Kentucky. She has also taught at the K–12 level in Richland School District 2 (Columbia, S.C.) and Lake Zurich School District 95 (Illinois).
A Barrington, Ill., native and former volleyball student-athlete at Drake University, Dawson has built her career around helping students succeed in both academics and athletics.
- Drake University, Bachelor of Science, Education, 1989
- DePaul University, Master of Education, Counseling | Higher Education, 1996

MICHAEL HARRIS
SENIOR ASSOCIATE
31 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS AND BRAND LICENSING
Mike Harris is a sports licensing, marketing and communications consultant with MRH Sports, bringing three decades of experience in brand management and revenue generation across college athletics, professional sports and retail.
Most recently, Harris served as Director of Business Development and Partnerships at Rally House and led licensing for Colosseum Athletics and Original Retro Brand. At Dyehard Fan Supply, he oversaw partnerships with 18 collegiate partners, including Auburn, North Carolina, Michigan State, Ole Miss, West Virginia and UConn, along with retail for Super Bowl LIV and the U.S. Open. As Vice President of Marketing and Strategic Communications for the Orlando Apollos, he worked with Coach Steve Spurrier to build the league's top ticket-revenue team. As Director of Licensing and New Revenue Generation at Arkansas (2013–18), he managed one of the nation's 20 largest collegiate brands.
Harris began his career leading marketing, media relations and broadcast efforts at Miami University, Cincinnati and Towson.
- Miami University, Farmer School of Business, Bachelor of Science, Human Resources & Organizational Behavior, 1995

JAMAAL MAYO
SENIOR ASSOCIATE
19 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS, REVENUE GENERATION + EXECUTIVE LEADERSHIP
Jamaal Mayo is Senior Associate Athletics Director for External Relations at South Carolina State University, a role he assumed in March 2026, with executive oversight of athletics development, corporate partnerships, ticket operations and fan engagement.
Mayo previously served as Senior Associate AD for Advancement at San José State, where athletics achieved a 50% increase in annual philanthropy over two years, a record $4.13 million annual giving year and an 87% rise in football and basketball ticket sales. At North Carolina Central, he drove a 54% overall revenue increase, a 77% rise in philanthropic giving and a 238% increase in corporate sponsorships. As Director of Athletics at Harris-Stowe State, he led the program to a record 3.1 student-athlete GPA and a 175% revenue increase.
A former Western Carolina quarterback, Mayo began his career at his alma mater. He and his wife, Dr. Michelle Mayo, Provost and Vice President for Academic Affairs at Claflin University, live in Orangeburg, S.C.
- Western Carolina University, Bachelor of Science, Sports Management, 2003

BRIAN HUTCHINSON
SENIOR COUNSEL
30 YEARS OF LEADERSHIP EXPERIENCE IN INTERCOLLEGIATE ATHLETICS & NON-PROFIT MANAGEMENT
Brian Hutchinson is Chief Development Officer at Community Ventures in Lexington, Ky., following more than two decades in higher education at Morehead State University.
Hutchinson served as Morehead State's Director of Athletics from 2004 to 2019, after earlier roles in athletics development, marketing and operations. Eagle teams won 23 conference championships under his leadership and made 15 NCAA Tournament appearances, and MSU earned the Ohio Valley Conference Institutional Academic Achievement Award seven times. He twice chaired the OVC Council of Directors of Athletics and three times chaired the Pioneer Football League's council. Nationally, he served as President of the FCS Athletics Directors Association (2013–14), chaired the NCAA Division I Football Championship Committee (2016–17) and served on the NCAA Division I Council.
Hutchinson was inducted into the Morehead State Athletics Hall of Fame as a member of its 2025 class.
- Morehead State University, Bachelor of Science, Business Administration, 1996
- Morehead State University, Master of Science, Sports Administration, 2001

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 distinctive careers in American sports, spanning education, professional football and advertising.
After starting out as a teacher, Leffler became Sales Director for the Baltimore Colts, leading marketing and ticketing during one of the franchise's most eventful eras, including the John Elway draft and the team's "Midnight Ride" to Indianapolis. In 1984, he founded The Leffler Agency, which grew into the nation's leading boutique sports advertising firm. For more than three decades, the Baltimore-based agency, with offices in Tampa and Providence, represented more than 40 clients in 20-plus markets, including 25 Division I athletics programs, NFL, MLB and NHL teams, and racetracks in Maryland and Virginia. Among its signature work: designing the Preakness Stakes logo for 18 consecutive years.
In his book, The Guy on the Wall, Leffler offers a frank, behind-the-scenes account of the decisions, missteps and triumphs he witnessed in stadium boardrooms, political negotiations and sales campaigns.
- Towson University, Bachelor of Science, History/Social Science/English, 1968
- Morgan State University, Master of Arts, U.S. History, Pop Culture Emphasis, 1974