Tyson Group taps Mike DeMarino to lead higher ed growth push

Tyson Group named sports-business veteran Mike DeMarino as Higher Education Growth Consultant on July 9, 2026, as the firm expands into admissions, athletics, and university advancement. The hire is meant to help colleges and universities turn revenue efforts into more repeatable systems across fundraising, sponsorship, and enrollment.

Why it matters: - Tyson Group is pushing deeper into higher education, a market where athletic departments, advancement offices, and enrollment teams are under pressure to generate more revenue. - DeMarino’s background in premium sales and venue launches gives Tyson Group a senior operator for a segment the firm says has room for more structure and scale.

What happened: - Tyson Group announced that Mike DeMarino joined the firm as Higher Education Growth Consultant. - The announcement was made July 9, 2026, from Dublin, Ohio. - DeMarino will lead Tyson Group’s growth strategy across the higher education market. - Tyson Group framed the move as an expansion across admissions, athletics, and university advancement.

The details: - DeMarino brings more than 20 years of leadership experience across professional sports franchises, global agencies, and league-level organizations. - His past leadership roles include vice president positions at Legends, Elevate Sports Ventures, Brooklyn Sports & Entertainment, the New Jersey Devils, and the Atlanta Hawks. - Tyson Group said DeMarino has delivered record-setting premium sell-through, exceeded pre-opening revenue targets on major venue launches, and driven league-wide commercial results that outpaced comparable markets. - DeMarino has also built a coaching tree that has produced 12 vice presidents in the sports industry. - At Tyson Group, DeMarino will focus on athletic revenue and sponsorship sales, athletic fundraising and donor development, university advancement and major gifts, and admissions and enrollment performance. - Tyson Group said its higher education work already includes relationships with Elevate, Legends, JMI Sports, Advent, Florida State University, Georgetown University, and Penn State. - Lance Tyson, Tyson Group president and CEO, said higher education institutions are being asked to drive revenue more aggressively and need a system, not just effort. - DeMarino said higher education institutions have untapped revenue potential across athletics and advancement and said he wants to bring structure, coaching, and a repeatable system to the market.

Between the lines: - The hire signals Tyson Group is treating higher education as a serious growth vertical, not just a side practice. - DeMarino’s sports revenue background suggests Tyson Group wants to import commercial tactics from professional sports into college athletics and university fundraising. - Tyson Group is also leaning on its existing client base and relationships to create faster entry into campus decision-making networks.

What's next: - DeMarino will build strategic relationships across collegiate athletics and university leadership. - Tyson Group expects him to create opportunities across athletics, advancement, fundraising, and admissions. - The firm will use the hire to reinforce its position in higher education revenue performance. - Tyson Group says the appointment builds on momentum already created by members of its team in the market.

The bottom line: - Tyson Group is betting that a proven sports revenue executive can help colleges and universities sell, fundraise, and recruit more effectively.