Assistant Athletic Director, Gameday Entertainment (6566U) Intercollegiate Athle

At the University of California, Berkeley, we are dedicated to fostering a community where everyone feels welcome and can thrive. Our culture of openness, freedom and belonging make it a special place for students, faculty and staff.

As a world-leading institution, Berkeley is known for its academic and research excellence, public mission, diverse student body, and commitment to equity and social justice. Since our founding in 1868, we have driven innovation, creating global intellectual, economic and social value.

We are looking for applicants who reflect California’s diversity and want to be part of an inclusive, equity-focused community that views education as a matter of social justice. Please consider whether your values align with our Guiding Values and Principles, Principles of Community, and Strategic Plan.

At UC Berkeley, we believe that learning is a fundamental part of working, and provide space for supportive colleague communities via numerous employee resource groups (staff organizations). Our goal is for everyone on the Berkeley campus to feel supported and equipped to realize their full potential. We actively support this by providing all of our full-time staff employees with at least 80 hours (10 days) of paid time per year to engage in professional development activities. Find out more about how you can grow your career at UC Berkeley.

The Department of Intercollegiate Athletics consists of more than 275 staff members and coaches and sponsors 30 varsity sports programs. These 30 programs include more than 850 student-athletes who participate in the various sports programs annually within the National Collegiate Athletics Association.

The First Review Date for this job is: April 24, 2026

This role serves as the executive “show caller” and architect of the Cal Athletics gameday atmosphere, transforming athletic events into professional-grade entertainment spectacles that rival Power 4 standards. This role is responsible for the end-to-end execution of live shows, managing everything from complex technical scripting and control room direction to high-stakes sponsorship activations and halftime programming. By bridging the gap between marketing, the content studio, and live operations, they create a seamless emotional arc that drives fan loyalty, elite recruitment, and measurable revenue growth. Beyond the booth, they lead a production academy for student interns, mentoring a scalable workforce to ensure every “show” reflects the prestige and innovation of the Cal brand.

Team Management & Talent Development:

• Supervise the Gameday Entertainment team and manage the recruitment, training, and performance of a large workforce of student interns and freelancers.
  Develop and implement a comprehensive “Gameday Entertainment Program” to mentor staff and student staff, ensuring they execute professional-level entertainment that meets brand standards.
• Build, recruit, and manage a scalable workforce of staff and student interns. You are responsible for creating a “Production Academy” environment that mentors the next generation of creators while ensuring the auxiliary staff can support events across all sports.

Executive Show Direction & Production:

• Act as the primary “show caller” and architect for select sporting events. This includes end-to-end execution of live shows, managing complex technical scripting, control room direction, and the “emotional arc” of the game to ensure a professional, Power 4-caliber entertainment experience.

Strategic Brand & Narrative Alignment:

• Supervise the team to bridge the gap between digital storytelling and in-venue production. You ensure that the “Cal Brand” remains consistent from a fan’s phone screen to the stadium big screen, creating a unified narrative that attracts elite recruits and drives fan loyalty and revenue generation.

Revenue Generation & Sponsor Integration:

• Oversee the seamless integration of high-stakes sponsorship activations and marketing campaigns into the live show flow. You are responsible for ensuring these elements are executed with high production value to maximize partner ROI and department revenue.

Technical Operations & Logistical Synergy:

• Collaborate with internal units (Marketing, Facilities, IT) to synchronize production logistics. This includes overseeing the technical health of the control room, video boards, and audio systems to ensure zero-fail execution during high-stakes live windows.

Innovation & Emerging Technology:

• Guide the department’s adoption of future technologies, including AI integration and advanced data analytics, to maintain a cutting-edge advantage in the gameday entertainment and engagement landscape.

Budget:

• Plan and lead the overall gameday entertainment budget

• Deep understanding of control room environments, including video switchers, instant replay systems (e.g., EVS or DreamCatcher), and broadcast management systems.
• Strong background in managing staff members in a team environment promoting an established vision, direction and goals.
• Proficiency in industry-standard tools such as Adobe Creative Suite (Premiere, After Effects), graphics software, and non-linear editing systems.
• Expert knowledge in creating and executing a Technical Run of Show (ROS), including timing for the national anthem, team intros, and halftime spectacles.
• Strong knowledge of LED digital screens, audio-visual equipment (soundboards, lighting consoles), and in-venue wireless coordination.
• Working knowledge of NCAA championship standards, stadium safety, and compliance regarding on-field media and sponsorship placement.
• The ability to make split-second decisions under high pressure while directing a diverse crew of technical operators and on-air talent.
• Skill in designing and implementing memorable sponsor experiences (interactive challenges, digital takeovers) that align brand values with the fan narrative.
• Ability to craft a “seamless emotional arc” that uses video, music, and choreography to drive fan loyalty and institutional prestige.
• Experience in recruiting and coaching a student workforce, translating complex technical roles into structured educational programs.
• Strong project management and interpersonal skills to align internal teams and external vendors toward a unified gameday goal.
• Use of data-driven insights to analyze fan behavior and preferences to optimize in-game engagement and atmosphere.
• Strong interpersonal skills and ability to work effectively with a diverse client group.
• Ability to multi-task effectively; demonstrates sound judgment and decision-making; is an effective problem solver and effectively communicates verbally and in writing.
• Functional knowledge of the intercollegiate athletics function.
• Must maintain current knowledge of applicable rules and standards of the affiliated athletic conference, the National Collegiate Athletic Association (NCAA) or National Association of Intercollegiate Athletics (NAIA), as well as other associations and agencies to which the campus adheres, and, at all times avoid any and all violations of these rules and standards.
• Intermediate computer application skills in programs relevant to job duties
• Strong personnel and fiscal management skills required.
• Bachelor’s degree in related area and / or equivalent experience / training

For information on the comprehensive benefits package offered by the University, please visit the University of California’s Compensation & Benefits website.

Under California law, the University of California, Berkeley is required to provide a reasonable estimate of the compensation range for this role and should not offer a salary outside of the range posted in this job announcement. This range takes into account the wide range of factors that are considered in making compensation decisions including but not limited to experience, skills, knowledge, abilities, education, licensure and certifications, analysis of internal equity, and other business and organizational needs. It is not typical for an individual to be offered a salary at or near the top of the range for a position. Salary offers are determined based on final candidate qualifications and experience.

The budgeted salary range that the University reasonably expects to pay for this position is $93,000.00 – $123,000.00.

• This is a full-time (40 hours/week) career position eligible for UC Benefits.
• This is an exempt, monthly-paid position.

This is not a visa opportunity. This position does not include sponsorship of a new consular H-1B visa petition that would require payment of the $100,000 supplemental fee.

To apply, please submit your resume and cover letter.

This job is part of the Employee Referral Program. If a UC Berkeley employee is referring you, please ensure you select the Referral Source of “UCB Employee“. Then enter the Employee’s Name and Berkeley E-mail address in the Specific Referral Source field. Please enter only one name and email.

Required to hold valid driver’s license, have a driving record that is in accordance with local policies/procedures, and/or enroll in the California Employer Pull Notice Program.

This is a designated position requiring fingerprinting and a background check due to the nature of the job responsibilities. Berkeley does hire people with conviction histories and reviews information received in the context of the job responsibilities. The University reserves the right to make employment contingent upon successful completion of the background check.

As a condition of employment, the final candidate who accepts a conditional offer of employment will be required to disclose if they have been subject to any final administrative or judicial decisions within the last seven years determining that they committed any misconduct; received notice of any allegations or are currently the subject of any administrative or disciplinary proceedings involving misconduct; have left a position after receiving notice of allegations or while under investigation in an administrative or disciplinary proceeding involving misconduct; or have filed an appeal of a finding of misconduct with a previous employer.

“Misconduct” means any violation of the policies or laws governing conduct at the applicant’s previous place of employment, including, but not limited to, violations of policies or laws prohibiting sexual harassment, sexual assault, or other forms of harassment, discrimination, dishonesty, or unethical conduct, as defined by the employer. For reference, below are UC’s policies addressing some forms of misconduct:

UC Sexual Violence and Sexual Harassment Policy
UC Anti-Discrimination Policy
Abusive Conduct in the Workplace

The University of California is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, age, protected veteran status, or other protected status under state or federal law.