Lehnus Named Associate Ad for Marketing and Sales

June 16, 1997

WACO, Texas - Dr. Darryl Lehnus, director of corporate marketing in the Baylor University Athletic Department and one of the region's pioneers in athletic marketing, has been promoted to associate athletic director for sales and marketing, Baylor athletic director Tom Stanton has announced.

Under the leadership of Lehnus, who joined the athletic department staff in 1986, Baylor's gross revenue dollars from athletic marketing has grown from $25,000 in 1986 to a projected gross revenue this year of $1.2 million.

"In the ever-changing world of intercollegiate athletics, there is incredible pressure for an institution to produce more revenue," said Stanton. "Darryl has an outstanding grasp of the issues and great relational and business knowledge skills that he has brought to bear for the university for more than 10 years. He is an integral part of the athletic staff, and we look forward to continued success in athletic marketing."

In the 10 years since the inception of Baylor's athletic marketing department, Lehnus has expanded the department from one staff member to the current four.

Lehnus, a graduate of Anderson University in Indiana, credits this growth to a new philosophy in place in the world of intercollegiate athletics. Athletic department leadership is now coming out of the corporate world, he notes, and bringing business savvy to athletic marketing strategies. In addition, university presidents realize that athletics can be a university's window to the world.

"Because of the excellent staff and the strong support of the Baylor administration," he said, "we are able to get more accomplished. Different attitudes and more personnel equal growth."

Lehnus said Baylor's membership in the Big XII Conference has meant a giant leap in the last year or two in marketing revenue. Lehnus attributes much of this significant growth to the Waco business community.

"Businesses want to be good corporate citizens, and they recognize the economic impact and importance to the community for Baylor to enhance its status in the Big XII," he said. "Fifteen years ago, athletic marketing mainly meant selling tickets. But with the growth of entertainment choices, such as movies and video arcades, athletics has been forced to compete for dollars."

To that end, Lehnus says that Baylor must respond with a quality product. "We must be highly competitive in all sports and we must enhance the interest in coming to watch us play. We must make sure that people at games have a good time. Every game needs to be an event."

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