As stewards of the athletic department and fundraising proceeds, today’s athletic administrators are more financially accountable than ever before and are faced with more and more financial challenges each year due to budget cuts and funding shortfalls. Effectively marketing and promoting the school’s athletic program and the value of interscholastic completion will greatly enhance the success of the school’s fundraising and marketing activities.

Creating value in our programs requires excellent leadership, management, and communication skills.  The athletic administrator must ensure that all stakeholders understand the mission, vision, core values, and overall departmental philosophy to build the brand and promote the value of educational athletics.