Education

MBA, University of Kansas
B.S., Business Administration, University of Kansas

Background

Gary Sobba joined the Department of Sport and Entertainment Management at the University of South Carolina in fall 2024. Sobba is an accomplished sports marketing executive with over 30 years of experience in professional and collegiate athletics. He has a proven track record of increasing attendance and securing record-breaking partnerships across multiple sports, making him a recognized leader in sports marketing and event management.

Sobba served as tournament director for the Wells Fargo Championship for seven years, one of the premier events on the PGA TOUR, prior to joining USC. He led a staff of 12 and 2,500 volunteers, overseeing all aspects of the tournament’s operations and earning recognition as one of the tour’s top events. Under his leadership, revenue nearly doubled, and the tournament received the prestigious Players Choice Award.

Before his role with the PGA TOUR, Sobba was senior vice president at Learfield Sports, where he helped manage relationships with approximately 40 institutions. He secured multimillion-dollar partnerships for multimedia rights and played a key role in generating over $100 million annually among his portfolio of schools. Sobba also developed strategic plans to expand university partnerships through ancillary business units.

Sobba’s experience also includes serving as general manager for Tar Heel Sports Marketing at the University of North Carolina. He led the multimedia rights project, increasing annual revenue from $5 million to $14 million and managing a staff of 19. He worked closely with athletics directors and coaches, negotiating high-profile sponsorships and overseeing one of the largest Division I programs in the nation.

In addition to his role with South Carolina, Sobba is involved in a consulting role with the Atlantic Coast Conference for the ACC Men’s Basketball Championship.

Professional Organizations

• President of NACMA (2003) – National Association of Collegiate Marketing Administrators. Elected by peers to the highest position for all NCAA Marketing Administrators.
• Vice President of NACMA – served as the 1st, 2nd and 3rd Vice President of NACMA (1999-2002)
• NACMA Board of Directors (1995-1999)
• Chair of Conference USA Marketing Directors
• Member of the PGA TOUR Tournament Advisory Council (2023-24)
• North Carolina Sports Hall of Fame Board of Directors (2024-present)
• Atrium Heath Foundation Board (2024-present)

Teaching

• SPTE 490 – Revenue Generation
• SPTE 590 – PGA Golf Research Project

Organizations

• Sigma Chi Fraternity
  • Vice President, Intramural Chairman, Executive Board Chairman