THE FLATS – Charles Nieves, who began his career in collegiate athletics at Georgia Tech before successful stints as a revenue generator at Georgia, Penn State and Miami (Fla.), will return to The Flats as executive associate athletics director/chief revenue officer, director of athletics J Batt announced on Thursday.
Nieves, who was a ticket sales consultant at Georgia Tech in 2009-10 while attaining a master’s degree in sport administration from Georgia State, will oversee non-fundraising revenue generation initiatives in his new role at Tech. Areas under his supervision will include Tech’s partnership with Legends (multimedia rights and ticket sales), ticket operations, external operations (marketing and fan experience; brand and ideation), communications/public relations and video operations/broadcast services.
“I’m thrilled that Charles Nieves is returning to The Flats as our new executive associate A.D. and chief revenue officer,” Batt said. “Charles has a long track record of successful revenue generation at some of college athletics premier programs. I am excited for him to bring his experience and expertise to Georgia Tech as we strive to provide our coaches and student-athletes with the resources to compete for championships and excel athletically, academically and socially.”
Beginning with his time at Georgia Tech in 2009, Nieves has spent 10 of the past 14-and-a-half years in revenue generation roles at Power Five institutions. Following his initial stint working with the Aspire Group at Tech, he was hired by ISP (now Learfield) to serve as an account executive for corporate partnerships at Georgia, a position that he held for nearly two-and-a-half years from Feb. 2010 until June 2012. At UGA, he attained 1,100% of his personal new business revenue target for the 2011 fiscal year.
After a two-and-a-half year stint in marketing and corporate partnerships at the Boys & Girls Club of America, which is headquartered in Atlanta, Nieves moved to Learfield, where he was named manager of business development at Penn State in Nov. 2015, then was promoted to director of business development for the Nittany Lions in Feb. 2017. With Nieves at the helm, Penn State’s corporate partnership team was honored as Learfield’s National Property of the Year in 2017 and 2018, becoming the first back-to-back Property of the Year recipient in company history.
In March 2018, Nieves became Learfield’s general manager at Miami (Fla.). As the leader of Miami’s partnership group, he managed more than 85 corporate partnerships, which included several major national brands.
After more than three years with the Hurricanes, Nieves transitioned brand-side as vice president of marketing and team partnerships at GameDay Vodka in April 2021. Until October 2022, he led a team that was tasked with supporting the brand’s launch in 15 U.S. markets and negotiated and fulfilled partnerships with nearly 20 NCAA and NFL teams.
“Georgia Tech has a tradition of excellence and I’m excited to build upon such a strong foundation of success,” Nieves said. “I’m eager to reconnect with the metro Atlanta business community and Yellow Jacket fans in support of our student-athletes. I look forward to following J’s lead into this new era of Georgia Tech athletics.”
Nieves was a three-year football letterwinner at Fayetteville (N.C.) State and earned a bachelor’s degree from the UNC Pembroke. He earned two master’s degrees from Georgia State – an M.S. in sport administration (2010) and an MBA (2015). He officially begins at Georgia Tech on March 27.
A Chapel Hill, N.C. native, Nieves and his wife, Amy, have two daughters, Elle and Ivy, and a Yorkie named MoJo.
The Alexander-Tharpe Fund is the fundraising arm of Georgia Tech athletics, providing scholarship, operations and facilities support for Georgia Tech’s 400-plus student-athletes. Be a part of developing Georgia Tech’s Everyday Champions and helping the Yellow Jackets compete for championships at the highest levels of college athletics by supporting the Annual Athletic Scholarship Fund, which directly provides scholarships for Georgia Tech student-athletes. To learn more about supporting the Yellow Jackets, visit atfund.org.