Alicia Longworth - Deputy Athletics Director/Chief Marketing Officer - Staff Directory

Staff Directory

Alicia Longworth

Title:
Deputy Athletics Director/Chief Marketing Officer
Email:
Phone:
(865) 974-6342

Updated: November 2024

With more than a decade's worth of administrative experience in the Southeastern Conference, Alicia Longworth joined the Tennessee Athletics leadership team in April of 2021.

Longworth was promoted to Deputy Athletics Director and Chief Marketing Officer for Tennessee Athletics in November 2024. She oversees all of UT's external engagement units and has played a pivotal role in transforming the gameday experience for fans and athletes at all of Tennessee’s athletic venues. Her innovative strategies and initiatives have been particularly impactful at Neyland Stadium, where she and the team have enhanced the overall atmosphere, making it the best college football environment in the country.

Longworth oversees Tennessee Athletics’ ticket sales and operations, fan experience, broadcasting, trademarks and licensing, concessions, spirit, and shared oversight of the creative enterprise. Tennessee creative continues to lead the way in storytelling, content diversity and overall engagement across many social media platforms.

“Alicia is a proven leader in the athletics marketing, fan engagement and creative sectors,” Tennessee Vice Chancellor/Director of Athletics Danny White said. “She understands how to embrace tradition while infusing modernization, which will make her a wonderful fit here at Tennessee. With her strategic vision, coupled with the extremely talented people we have on our team, our potential is limitless.”

Longworth onboarded the in-house outbound ticket sales team, which helped the Vols sell out season tickets in Neyland for two consecutive years, men’s basketball in back-to-back seasons and continuous growth across all sports.

During the development of Tennessee Athletics' comprehensive five-year strategic plan, Rise Glorious—which was published in July of 2022—Longworth chaired the Brand Advancement Committee.

A native of Wise, Virginia, Longworth's hiring at Tennessee was preceded by 11 years in various external roles within Florida’s athletics department, ultimately serving as Associate AD and overseeing marketing, branding, social media, GatorVision, the SEC Network relationship and broadcasting.

For her final two years in Gainesville, Longworth oversaw in-venue fan experience for all Florida athletic programs, served as liaison for UF’s IMG/Learfield partnership, and assisted with the management of all University Athletic Association sponsor relationships.

She worked particularly closely with the Gators’ men’s basketball program to develop marketing, social media and brand strategies. She also collaborated closely with Jordan Brand to launch Florida’s Jumpman partnership for football and men’s and women’s basketball.

Additionally, in 2013, she was a member of Florida’s UAA strategic plan committee, which worked to redefine the association’s strategic purpose, vision statement and core values.

Longworth graduated from Virginia Tech with a degree in Communications in 2007 and spent three years on the athletic marketing staff at her alma mater before transitioning to Florida as an assistant director of marketing and promotions in 2010.