Brian Hicks

Biography

Brian Hicks joined Xavier University in 2004 and was promoted to Senior Associate Athletics Director for External Relations in July of 2022. Hicks is part of Xavier Athletics' core senior leadership staff and is accountable for all aspects of the department's external areas, including fan experience and engagement, broadcast, communications and media relations, sales and image-related initiatives. Oversight includes marketing and revenue generation efforts for Xavier University's 19 sport intercollegiate athletic program including ticket operations and sales, promotions, advertising, game-day activities, community relations and the overall branding of Xavier Athletics. He serves as the department liaison for Xavier Sports Properties (a property of Learfield Sports), and handles key strategic relationships with FOX Sports, CLC, and SIDEARM Sports. Hicks is the sport administrator for the Musketeers' men's and women's soccer programs. He served as the Tournament Manager of the 2010 NCAA Women's Basketball Championship first and second rounds hosted at Cintas Center, and was Tournament Director of the 2014 and 2023 NCAA Division I Men's Soccer Championship First Round and NCAA Division I Women's Soccer Championship First Round in 2021 and 2023. During his time at Xavier, the university has continued to see significant growth in premium seating and ticket sales, licensing, merchandising, corporate sponsorship and other revenue streams. Hicks began his career in professional sport