Associate Athletics Director - Strategic InitiativesPurdue Athletics
Tom Moreland was named associate athletics director for strategic initiatives Nov. 6, 2017.
Moreland provides direct oversight of the Purdue Athletics ticket office and sales & development unit. He and his team analyze and create revenue generation infrastructure and strategy that enhances internal collaboration and leverages relationships with a variety of stakeholders to maximize revenue. Moreland also works with the marketing & fan experience, development and premium seating areas, as well as with Learfield IMG College (Purdue Sports Properties). He serves as the point person for licensing and retail sales and oversees the Birck Boilermaker Golf Complex.
Moreland came to the Boilermakers from the University of Iowa, where he served as assistant director of development (2010-12), associate director of development (2012-14), director of development (2014-17), and director of development and premium services (2017). He directed various fundraising and revenue generation programs, including the $170 million National I-Club campaign. Moreland designed the strategy for a $60-million revenue model for Kinnick Stadium renovations and created a corporate engagement strategy that resulted in $3.5 million in new corporate revenue in its inaugural year. With his guidance, the athletics department surpassed its comprehensive campaign goal of $240 million by $33 million, accounting for 14 percent of the university's fundraising productivity.
In 2009 and 2010, Moreland was the director of baseball operations and external relations at Arizona State University, where he increased game attendance by 9 percent, donors to the program by 27 percent and group sales by 147 percent. The Sun Devils qualified for the College World Series and finished the season ranked seventh nationally.
A native of Shorewood, Wisconsin, Moreland earned two bachelor's degrees from Iowa in 2007 - health and sports studies and journalism and mass communications - and a master's degree in intercollegiate athletic leadership from the University of Washington in 2010. He played baseball for the Hawkeyes from 2004 to 2007, receiving the Coaches Award for loyalty and effort and twice earning Academic All-Big Ten honors. Tom's wife's name is Jennifer.