Tyler Jones
By Jocelyn Gates, Vice President at TurnkeyZRG
I’m excited to feature Tyler Jones in this month’s newsletter! Tyler joined the Virginia athletics department as the Deputy AD for external operations in July of 2023. Jones came to UVA after spending two years at Northwestern as the executive senior associate athletics director for revenue generation and strategic initiatives.
Tyler oversees various external units, facilitates growth and increases revenue by developing comprehensive strategic plans to enhance brand recognition and revenue generation opportunities.
He also has stints at Cleveland State, Ohio State, Eastern Michigan, and Tennessee.
Why did you get into college athletics?
I love this question. Intercollegiate athletics changed my life, and it started first with my father.
My father, Thomas, is from an impoverished community on the west side of Detroit and was the first member of his family to attend college, where he competed at the Division II level as a basketball student-athlete. Growing up, my father would gleefully share stories about his experience as a college student and many times shared how that opportunity to attend college and compete as a student-athlete changed his life. When I earned a scholarship to compete at the Division I level, I experienced first-hand how access to higher education and opportunities to grow socially and personally can unlock a young person's potential. It was an incredible moment when I realized my purpose was to pour into the lives of young people the same way someone did for my father and me as student-athletes.
As an administrator, did you face any barriers as you were growing in the business? If so – how did you work through those?
Absolutely. Many of us face barriers as we aspire to ascend in the business of college athletics. Early in my career, I often found myself in rooms where I was usually the youngest and frequently one of the few people of color. At times, that dynamic can be challenging to navigate. I focused my energy on doing my job excellently, remained true to my core values, and remained steadfast in my pursuit of excellence. Young administrators often assume they need to conform to be accepted. I believe that is a recipe for further barriers down the road. It is crucial for your colleagues to understand and appreciate you and your experiences, and it's your responsibility to tell your story compellingly.
We all know the saying “it takes a village”. Can you tell us about the importance of your village in college athletics?
It takes a village, indeed. I have taken an intentional approach to the confidants in my professional life. I call these esteemed folks board of directors for my career. Seeking feedback from diverse, trusted friends and colleagues is a healthy endeavor. The refreshing component of my relationship with my board of directors is that they are candid and challenge me! At times, they will build me up. However, there are moments when they have shared harsh truths. Surrounding yourself with a village invested in your growth with unconditional support is a game changer.
What is your proudest moment, so far, since working in college athletics?
My proudest moment thus far working in college athletics was serving as the sport administrator for the Men's Basketball program at Northwestern University, where the program punched its ticket to the NCAA tournament for only the second time in program history.
Even before that moment, it was incredible to see how the community rallied behind the program that season by setting several attendance records. That NCAA tournament run transformed the campus and brought joy during a time of despair.
What advice do you have for young administrators trying to break into college athletics?
Before you pursue a career in college athletics, it is critical for you to define your purpose and core values. Those ideals will serve as your north star as you navigate career opportunities. Serving in the college athletics environment isn't just a career; it's a lifestyle. Understanding that element will pay dividends early for a young administrator to thrive in this environment. Also, don't be afraid to seek our advice and mentorship. Many young administrators are often surprised by how willing industry leaders are to pour into the next generation of college administrators.
Best professional opportunity you have taken part of?
I attended the D1A Athletics Director Symposium, currently known as Lead1. It was a terrific learning opportunity for me at that career phase. At the symposium, I had the chance to connect with aspiring athletics directors in an environment that encouraged genuine, candid conversations. The experience truly opened my eyes to the sprawling world of college athletics.
Get to know you
Favorite food?
Chicken Parmesan
Favorite song?
Cherish The Day – Sade
Favorite thing to do outside of work?
Pickle Ball and Playing With My Daughter, Vada.