Jason Baum, a seasoned administrator with more than 20 years of Division I college experience, has been named the executive associate athletics director of brand advancement/chief communications officer for University of Tennessee Athletics.
Baum, who comes to Knoxville after spending the past year as executive associate athletic director for external operations at Creighton University, will work closely with Vice Chancellor/Director of Athletics Danny White on strategic communications and brand advancement efforts while serving as Tennessee Athletics' spokesperson and overseeing the communications staff. He'll also share dual oversight of the department's full creative enterprise.
"One of the strategies outlined in our Rise Glorious Strategic Plan was to recruit competitive and driven new talent," White said. "Adding Jason in this new executive role aligns with that vision. He's a dynamic, well-rounded administrator who brings unique experience to our staff. He'll oversee our outstanding communications unit but will primarily focus on big-picture forecasting and brand-building initiatives in support of our aim to lead the way in college sports."
Baum has served on the executive leadership teams at Power Five institutions in the Big Ten and ACC and possesses sport administrator experience in football at Rutgers and in men's basketball along with men's and women's golf as part of his role at Creighton.
During the past year in Omaha, Baum was a member of the executive leadership team with direct oversight of CU's external operations, including marketing, communications, creative services, broadcast services, trademark and licensing, ticket operations, multimedia rights and corporate sales. Ticket sales reached record levels in his first year at Creighton, including new revenue records set for men's and women's basketball and volleyball.
With a new emphasis on expanding Creighton's brand, including the hire of a new full-time creative director, the Bluejays saw record engagement on several different social media platforms for multiple sports during the past year.
Prior to his stint at Creighton, Baum led the day-to-day operation of the athletic communications and creative office at Boston College, publicizing BC's 31 varsity sports. In addition, he also oversaw the departments of interactive media, ACC Network and information technology while serving as BC's ACC Network liaison. He was the Eagles' primary communications contact for the football program and the primary spokesperson for the department of athletics.
Under Baum's direction the communications office expanded with the implementation of multiple full-time creative positions, which spearheaded the creation, content and execution of digital storytelling targeted to increase brand awareness for Boston College Athletics.
BC's Football Communications efforts were lauded by the Football Writers Association of America in 2020 as one of the nation's Super 11 departments. It marked the fourth time Baum led an office that received Super 11 accolades, and it was the first time BC earned the honor.
Prior to Boston College, the York, Pa., native worked for the New York Red Bulls, Rutgers, UCF and Maryland. During his tenure at Rutgers, he oversaw Rutgers' athletic communications, the online digital network of Rutgers Athletics and all broadcast opportunities for the department as the school's senior associate AD & chief communications officer. Baum developed the communications strategy and announcement rollout plan with local and national media for Rutgers' entrance into the Big Ten Conference.
"I'm excited to join one of the most prominent athletics departments in the country and have the opportunity to share the unique stories of the University of Tennessee's world-class student-athletes, coaches and staff," Baum said. "Danny White is one of the most innovative leaders in college athletics, and I'm humbled to be part of his talented staff. My wife Andrea and I can't wait to get to Rocky Top."
