Gamecocks Welcome Wesley Mallette as New Deputy Athletics Director and Chief Marketing Officer in Major Leadership Addition to South Carolina Athletics
In a bold move that signals South Carolina’s continued commitment to excellence both on and off the field, the University of South Carolina has officially announced the hiring of Wesley Mallette as its new Deputy Athletics Director and Chief Marketing Officer. The announcement marks a significant addition to the Gamecocks’ leadership team, bringing on board one of the most respected and forward-thinking minds in college athletics to help steer the department into a new era of innovation, branding, and national competitiveness.
Mallette, who brings with him a wealth of experience at the intersection of sports administration, branding, media, and athlete development, is widely regarded as a transformative leader. His appointment reflects South Carolina’s strategic ambition to elevate its athletics program beyond just wins and losses, focusing on comprehensive growth across all areas including fan engagement, athlete support, NIL branding, and institutional reputation.
As Deputy Athletics Director and Chief Marketing Officer, Mallette will be tasked with overseeing the Gamecocks’ overall brand identity and visibility, while also taking a leading role in external operations, marketing strategy, digital innovation, and stakeholder engagement. He will work closely with Athletics Director Ray Tanner and the rest of the athletics leadership team to ensure South Carolina continues to grow as a premier destination for student-athletes, coaches, partners, and fans alike.
Mallette’s arrival comes at a pivotal time for Gamecock Athletics. The department has experienced a resurgence across multiple sports in recent years, including the rise of the football program under Shane Beamer, continued national relevance in women’s basketball under Dawn Staley, and growth in Olympic and non-revenue sports. With increased media attention, the growth of NIL opportunities, and the ever-evolving landscape of college athletics, South Carolina is doubling down on its commitment to strategic leadership at the highest levels.
Wesley Mallette is no stranger to big moments or major transitions. Prior to joining the Gamecocks, he held leadership roles at multiple Power Five institutions and served as the Director of the Carolina Leadership Academy at the University of North Carolina, where he spearheaded initiatives to develop student-athletes into successful leaders both on the field and in life. Most recently, he served as the Chief Marketing Officer and Senior Associate Athletics Director at a major Division I program, where he led branding, communications, and fan experience strategies that helped propel the program to national prominence.
His unique blend of executive-level vision, marketing prowess, and personal connection to athletes has earned him wide respect across the collegiate sports world. His philosophy of purpose-driven leadership aligns seamlessly with South Carolina’s mission to build champions both academically and athletically, while also fostering a sense of community and long-term legacy within the athletics department.
Mallette’s appointment also sends a message about South Carolina’s ambition to lead in areas like NIL branding, fan engagement, and digital storytelling. In an era where student-athletes are building personal brands, universities must support them with the resources and leadership necessary to navigate the business of college sports. With Mallette at the helm of marketing and strategic outreach, the Gamecocks are positioning themselves as a leader in athlete empowerment and institutional relevance in the ever-evolving college sports marketplace.
University President Dr. Michael Amiridis and Athletics Director Ray Tanner both spoke highly of Mallette during the announcement, praising his experience, character, and forward-thinking mindset. They emphasized that his hire was not only about filling a position but about investing in the future of South Carolina Athletics. The addition of a leader with Mallette’s caliber is a signal to alumni, fans, and donors that the Gamecocks are all-in on creating a sustainable, elite athletics culture.
For the student-athletes who call Columbia home, Mallette’s arrival represents another pillar of support in their pursuit of success. His track record in developing leadership programs and prioritizing student-athlete welfare will resonate deeply across all teams. From marketing campaigns that elevate athlete visibility to internal culture-building initiatives that strengthen team unity, Mallette’s multifaceted role is designed to touch nearly every aspect of the athletic experience.
For fans, the hire opens the door to new innovations in the Gamecock experience. Whether it’s through enhanced game-day activations, expanded digital content, or community-focused outreach, Mallette’s leadership promises to deliver a more immersive and engaging connection between the university and its loyal supporters. As someone who has consistently championed the importance of fan loyalty and brand equity, his presence will likely usher in a fresh approach to how the Gamecock brand is presented to the world.
The timing of the announcement—just weeks ahead of the 2025 football season—only adds to the buzz around South Carolina Athletics. With the football program entering the year ranked in the AP Top 25 for the first time since 2014, and multiple other sports poised for championship runs, Mallette joins the university during a time of great momentum. His role will be to capitalize on that excitement and channel it into sustained growth, brand expansion, and national relevance across every platform.
Beyond his professional qualifications, Mallette brings a personal passion for college athletics and a deep understanding of its power to change lives. Known for his ability to connect with student-athletes, coaches, and administrators alike, he has built a reputation as a relationship-driven leader who listens first and leads with integrity. That relational leadership style aligns with South Carolina’s culture of family, toughness, and tradition.
Supporters of Gamecock Athletics have already begun to express excitement about the hire, with alumni and boosters praising the university for investing in elite executive talent. In a competitive collegiate landscape where athletic departments are being asked to do more with less, hiring leaders like Wesley Mallette is viewed as essential to staying ahead of the curve.
Looking ahead, Mallette’s first months on the job will likely involve a comprehensive review of South Carolina’s branding strategy, fan engagement efforts, and NIL support infrastructure. He’ll be expected to develop long-term plans that can scale with the university’s athletic ambitions, while also delivering immediate results in fan communication, donor engagement, and student-athlete storytelling. His ability to blend high-level strategy with on-the-ground execution makes him uniquely suited to the challenges and opportunities of the role.
In many ways, this hire is about more than filling a position—it’s about setting a tone. South Carolina is not merely aiming to keep pace with the top programs in the country; it’s looking to redefine what excellence in college athletics can look like in the modern era. Wesley Mallette, with his deep experience, visionary mindset, and proven results, is the type of leader who can help bring that vision to life.
As Gamecock Nation prepares for another thrilling year of athletics, they do so with a renewed sense of purpose and excitement. The hiring of Wesley Mallette adds another layer to that momentum—a signal that the University of South Carolina is serious about investing in world-class talent, both on the field and in the front office. With Mallette now a part of the family, the future of Gamecock Athletics looks brighter than ever.
