Mikaela Sullivan entered her first year at SMU in May 2024 as the Associate A.D. for Marketing & Fan Experience.
During the 2024 football year, Sullivan played a key role in setting a new single-season attendance record in Ford Stadium. The Mustangs posted the first-ever set of back-to-back-to-back sellouts and most season tickets sold in their inaugural year in the ACC. Sullivan was part of the team that won PacNet Star of Year for 2025.
She helped with the doubling of return of ads spend (ROAS) in her first season on the Hilltop during the fiscal year of 2025.
Sullivan arrived on the Hilltop after spending the past two years at Baylor as the Director of Strategic Marketing for Basketball. While in Waco, she was responsible for the strategic marketing efforts and oversight of fan engagement for the Baylor men's and women's basketball programs.
During her time, she achieved several records, including most men's basketball season tickets sold, most consecutive student section sellouts, and the largest student attendance at a women’s basketball game in school history. She was also a member of the Baylor marketing team that won bronze for NACMA's Digital Engagement campaign in 2023. She was recognized with the staff award for Committed to Principled Innovation in 2023.
Prior to Baylor, Sullivan served three years with UConn Athletics, first as a Marketing Assistant, then as the Assistant Director of Marketing & Digital Media. In her time at UConn, she quickly became responsible for the marketing and fan experience of the highly-touted men’s basketball program along with football. She also oversaw men’s soccer, women’s ice hockey, softball, men’s and women’s tennis, and the Junior Husky Club.
During the 2020-21 season, she became solely responsible for social media, graphic design, and marketing for all 22 teams in Storrs. While at UConn, her team won NACMA “Best Of” Awards for best Digital Promotion, In-Venue Student Promotion, Sponsorship Activation, Revenue-Producing Video, Season Ticket Campaign, Promotional Poster, Community Engagement & PR Promotion, and Digital Engagement Campaign.
Sullivan spent 2018-19 as a Marketing Intern for her alma mater – The University of Vermont. There she set an attendance record for women’s ice hockey and aided in multiple roles including ticketing, creative, and production. She earned the role after becoming the school mascot and then undergraduate intern for the marketing team while attending the university.
She was a recipient of the NACMA Mike Clearly Stipend in 2020 and 2022 and served on the Revenue Generation Committee during the 2023-24 season.
Sullivan graduated from the University of Vermont with a Bachelor of Science in Food Science and focus in Biochemistry. A native of Amherst, New Hampshire, she now resides in Dallas.
