Robert Sherman
Robert Sherman
Previous College: Illinois '99
Position: Assistant AD / Marketing & Corporate Partnerships

Robert Sherman is in his 13th year overall at American University, and since August 2007 has served on the Eagles’ senior staff leadership team as the Assistant Athletics Director for Marketing and Corporate Partnerships. Sherman initially joined the AU Athletics staff in September 2006 as the Director of Sales, Marketing and Promotions.

Sherman is responsible for the development and execution of annual and long-range marketing and ticket sales, corporate sponsorship sales, partnership relations and fulfillment, as well as the in-game fan experience.  Revenue and attendance have increased in all of these areas during his leadership. 

A contributing member to all of AU’s external affairs units, he also plays an important role in donor relations and special events of the Eagles Club and assists in the department’s communications efforts. As the director of the marketing unit, he is responsible for the “Blue Crew,” the student fan group which boasts more than 3,000 members, for the social-media marketing efforts of the department and for coordinating with the school’s spirit groups – the Pep Band and the Cheer and Dance squads.

He has been responsible for the increased presence and engagement of the Athletics Department by successfully forging and growing relationships with AU’s academic schools, the Office of Campus Life, fraternity and sorority organizations, student government, Residence Hall Association, major student groups, as well as local schools, businesses, community groups and civic organizations in the D.C. metropolitan area.

Sherman came to the Eagles after a one-year stint at the Atlantic 10 Conference, where he was the league's Assistant Director of Corporate Sponsorships. While with the A-10, he was responsible for the creative marketing and promotional outreach of 14 men’s and women’s championship events and also managed and sold the corporate partner program which included championship sponsorships, signage, the regional A-10 Television Network, online and print media inventory, as well as the 14-campus A-10 Shootout Tour.

Prior to his time at the A-10, Sherman was a Sales Associate and Marketing Assistant with Wildcat Sports Marketing at Northwestern University. In Evanston, he assisted the NU athletics marketing staff with the design and execution of game day marketing plans for football, men’s and women’s basketball and baseball, and created, solicited and sold a successful revenue-producing multi-media hotel and restaurant partnership program to the Chicagoland business community.

He has also served as the Promotions Coordinator at California State University, Bakersfield, and started his marketing career as a Marketing Assistant Intern at Fresno State. In Fresno he worked marketing and promotions for the football team that rose to a #8 ranking in the country and featured the Heisman Trophy push of David Carr. Additionally he led the marketing efforts of the Bulldog golf team that featured PGA Tour professional Nick Watney, while also assisting with baseball marketing and the farewell season of coaching legend Bob Bennett.

A native of Oak Park, Ill., Sherman graduated with High Honors from the University of Illinois in 1999 where his research focused on the socio-cultural and anthropological consumption of sport and game in postmodern America. During his four years in Urbana-Champaign, he served in the Division of Intercollegiate Athletics' Academic Services unit, tutoring and monitoring the study skills and time utilization techniques of a diverse body of Illini student-athletes across all sports teams.

Sherman has been an active member of NACMA, the National Association of Collegiate Marketing Administrators, serving on their Strategic Communications Committee, as the Patriot League’s conference representative to the Association, as an awards judge to annual of ‘best of’ competition, and a presenter and session leader at the national conference multiple times.  Additionally from 2010 to 2014 he also served as a selection committee member to the NCAA’s annual Career in Sports Forum conference.