Will Price Named Sr. Associate AD for Revenue Generation

ALBUQUERQUE, N.M. – The University of New Mexico has announced the hiring of Will Price as the Senior Associate Athletic Director for Revenue Generation. Price comes to New Mexico after spending the past five years at Memphis as the Assistant Athletic Director for Marketing, Promotions and Branding.

In his role with the Lobos, Price will coordinate and oversee many of the external components of UNM Athletics, overseeing marketing, promotions, Lobo TV, UNM social media and communications. Along with developing marketing and promotional plans, Price will help coordinate the different campaigns and themes that will weave through the various external components, including close collaboration with ticketing, Lobo Club and UNM Sports Properties.

“We are pleased to have Will joining our department,” said David Williams, Deputy Athletic Director. “Over the past five years, his marketing campaigns and initiatives at Memphis have been some of the best in the nation. He has proven over his career, at numerous schools, to be adept at creating an atmosphere that improves the fan experience. His leadership over our external groups will allow us to develop an even greater connection with Lobo fans.”

While at Memphis, Price oversaw the athletics marketing department, served as the branding and licensing director for athletics, and was in charge of renewals and cultivation of trade deals. During his tenure, the Tigers set numerous attendance records and milestones. In 2019, Price directed the promotion of ESPN College Gameday’s first visit to the school, resulting in a crowd of 59,506 for that night’s game against SMU, the largest in Memphis history. In 2018-19 under Price’s leadership, Memphis had the nation’s largest increase in men’s basketball attendance at nearly 8,000 more fans per game. Memphis had a 68 percent increase in women’s basketball attendance in 2021-22 and had its three highest attended baseball games in program history over the past five years.

Price created the new Memphis student section, The Ambush, to events in 2021 and helped the department increase its trade deals and set records for royalties. He also served on the committee tasked with developing Memphis’ NIL strategy.

Prior to arriving In Memphis, Price spent three years (2014-17) as the Director of Marketing at Northern Arizona. He also served in marketing and promotions roles at the Mid-Eastern Athletic Conference (2013-14), New Mexico State (2010-13) and James Madison (2007-10). He was a graduate assistant in the sports information office at High Point from 2005-07 and worked as an intern at Wake Forest and Radford.

“I am really excited about this opportunity to come to New Mexico,” said Price. “I think what Eddie (Nunez) and Dave (Williams) are building here at UNM is incredible and I am thrilled to have the chance to be a part of it. The future of Lobo athletics is bright and I am looking forward to promoting our teams and telling their stories of their success on and off the field.”

A native of Harrisonburg, Va., Price earned his bachelor’s degree in Exercise, Sport and Health Education from Radford in 2004. He received his master’s in Sports Studies from High Point in 2007.

Price and his wife, Blaire, have two daughters, Hannah and Kara.