Matt Villareal Named Assistant A.D. for Creative Services and Digital Strategy for Lobo Basketball

ALBUQUERQUE, N.M. — The University of New Mexico Athletic Department is excited to announce the hiring of Matt Villareal as the new Assistant Athletic Director for Creative Services and Digital Strategy for Lobo Basketball.

An Albuquerque native, Villareal returns home bringing his national experience and creative vision to the Lobos. In this newly created role, he will lead content creation, digital strategy, and brand storytelling for both the men’s and women’s basketball programs. Villareal will oversee recruiting creative, visual identity, fan engagement, and social media strategy, with an overall focus elevating the Lobo Basketball brand.

“Matt brings a dynamic blend of creativity, strategy, and passion for storytelling,” said Kasey Byers, Senior Associate Athletic Director for External Affairs. “He has worked at the highest levels of college basketball and knows how to connect with fans, recruits, and the community in authentic, innovative ways. We’re thrilled to welcome him back to Albuquerque and into the Lobo family.”

Villareal joins UNM after six successful years at Gonzaga, where he served as the Creative Director of Basketball Recruiting. At Gonzaga, he played a pivotal role in designing high-impact recruiting campaigns, managing social media content, and leading overall creative direction for Bulldogs’ men’s and women’s basketball programs. His work contributed to Gonzaga’s continued presence as a national powerhouse in college basketball, as the Zags reached the 2021 National Championship game, two Elite Eights and four Sweet 16s during his tenure.

“I’m humbled and excited to join UNM Athletics in this new and innovative role” Villareal said. “As an Albuquerque native, I know the power, significance, and impact of UNM Athletics and its effect on the great state of New Mexico. I’m fired up to join a vibrant team of leaders and pioneers in not only the creative space, but in the world of college sports administration. It will be an honor to tell our story and cultivate our brand for the world to see!”

Villareal’s experience also includes time at Oklahoma State University and with the College Football Playoff, where he contributed as a videographer for the 2019 National Championship Game. He holds a Master of Business Administration from Gonzaga and a bachelor’s degree in Sports Media from Oklahoma State.