In the quickly evolving world of college athletics, wins off the field often are seen as the biggest reasons for wins it.
Simply put, getting money from corporate sponsorship to help compete in the NIL game has never been more important.
It’s one of the key reasons Keli Zinn was so attractive to Rutgers — and something she addressed in the first question at her introductory press conference as the school’s next athletic director.
Zinn said the importance of being able to raise money in the commercial and corporate space relative to third party, name, image and likeness is a necessity and critical for our success.
She didn’t give specifics to a plan — but she does come with a record of achievement.
Zinn, who previously served as the deputy director of athletics at LSU, was instrumental in advancing the school’s NIL strategy, forging a partnership to produce The Money Game — a documentary series following Tigers student‑athletes, launched on Amazon Prime Video.
Her innovative approach secured NIL agreements and fund‑raising growth across multiple sports, positioning LSU as a national NIL leader.
Her time at LSU had another important component. She worked closely with President William Tate, who is now the president of Rutgers.
Zinn said that experience cannot be overstated.
“Anyone who follows college sports right now knows that we are experiencing an unprecedented level of uncertainty,” she said. “At a time when many universities find themselves at a turning point, I can assure you that the most important component to successfully navigating the current future landscape is alignment.
“Among the many reasons I’m thrilled to join the Rutgers family is the certainty I have that Rutgers is aligned. Dr Tate and I are in complete alignment and share a sincere belief in what can be accomplished in the weeks, months and years ahead. There is incredible potential here, and you will see us work in lockstep to realize that potential.”
Zinn helped LSU achieve success in the athletic arena, too.
She helped lead the school to four national championships (gymnastics, women’s basketball and baseball twice), multiple SEC titles and a top‑10 finish in the Director’s Cup — a measurement of the overall competitiveness of an athletic department.
That’s the level she feels Rutgers can play at.
“My vision for Rutgers athletics is quite simple,” she said. “The process to get there, in some cases, will be complex, and you’ll hear more about those details in the future, but the vision is clear. We didn’t come here to just compete. We came here to win. To win conference and national championships.
“To do so we will effectively recruit and retain elite talent, this includes student athletes, coaches and staff. We will seek excellence in our performance, and that mentality will drive us to punch above our weight and foster a culture of integrity, teamwork and discipline.
“We will elevate our brand and the brand of our student athletes.”
Tate obviously is on board.
“Keli Zinn brings the strategic drive, operational excellence, and championship pedigree we need right now for Rutgers Athletics,” he said. “Her leadership style resonates deeply with Rutgers’ mission – competitiveness on the field, integrity in our practices, and excellence in the student‑athlete experience.”
Rutgers Board Chair Amy Towers agreed.
“Keli Zinn is a dynamic leader who brings a powerful combination of competitive excellence, strategic acumen and deep integrity to this role,” she said. “Her experience operating at the heart of major collegiate athletics, commitment to student-athletes, and proven ability to elevate programs make her the right leader at the right time for Rutgers athletics.”
Zinn began her career as a compliance assistant in the Big East before gaining progressive experience in compliance, governance, and sport administration at University of Maryland and later serving in multiple senior executive roles at West Virginia University.
Her leadership in two power conferences — the Big 12 at West Virginia University and the SEC at LSU — has uniquely prepared her to lead within the Big Ten. At West Virginia, she served as interim athletic director in 2015, becoming the first woman to helm the department, and guided the university through the transition into the Big 12.
Her biggest challenge moving forward will come away from campus: Can she help the school find success in the corporate community?
Zinn is confident she will be able to lead a team that can do that, saying she envisions an effort in which traditional fundraising and the ability to raise capital and support the university capital projects can both thrive together.
“There’s a balance to that, but I think it starts with people working really well together to identify what the goals and expectations are to do so —and then us getting out and getting after it to do so,” she said. “You’ll see us come together on that piece.
“It’s going to be a consistent focal point to raise our revenue, to identify new revenue streams and to capitalize on those that already exist.”
