Jim Goodman Playa Mariposa, LLC Shuffles & Crumbs, LLC

Jim Goodman Playa Mariposa, LLC Shuffles & Crumbs, LLC Jim Goodman Playa Mariposa, LLC Shuffles & Crumbs, LLC Jim Goodman Playa Mariposa, LLC Shuffles & Crumbs, LLC
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Now retired, I'm open to exploring consulting and interim leadership opportunities in sports and related fields.With decades of hands-on experience in sports marketing, promotion, broadcasting, sales, sponsorships, event management, and administration, I've built and elevated brands across professional and collegiate levels.Key highlights from my career include:

  • Director of Marketing for the San Antonio Spurs, where I had the privilege of learning directly from legendary executive Bob Bass, whom I consider a true mentor.
  • Extensive roles in San Antonio sports, spanning administrative, marketing, sales, promotions, and public relations positions with multiple local teams.
  • Pioneering professional ice hockey in San Antonio as General Manager of the San Antonio Iguanas (Central Hockey League) during their highly successful inaugural season.
  • Serving as President of the San Antonio Texans (Canadian Football League) and the San Antonio Dragons(International Hockey League).
  • Director of Marketing for the Central Hockey League.
  • Executive roles with the Continental Basketball Association.
  • President of New Orleans Arena Football and New Orleans Hockey, working under Tom Benson, owner of the New Orleans Saints.
  • Senior Associate Athletic Director for Marketing, Public Relations, and Broadcasting at UTSA, where I helped launch the football program—achieving an NCAA record for average attendance in a first-year program (over 35,000 fans per game). I focused on building the Roadrunners brand, leading marketing, promotions, sales, sponsorships, and the Roadrunners Sports Network, while providing play-by-play and analyst duties for football and basketball broadcasts.
  • Most recently, Athletic Director at Sul Ross State University in Texas, later promoted to Vice President of Finance and Operations, and then Vice President of Advancement & Athletics. In these roles, I oversaw Alumni Relations, Communications, Athletics, Advancement, and the Museum of the Big Bend.

Beyond athletics, I served eight years as Chief Operating Officer and General Manager of a multi-clinic medical company, and seven years in the financial industry.A proud native Texan, I graduated from Texas Lutheran University, where I played basketball and served as co-captain my senior year. My all-time favorite athletes include Jerry West and Bobby Orr, and I'm a lifelong fan of the Toronto Maple Leafs, along with Roger Staubach and Doug Flutie.I'm happily married to Laurel, my best friend and the smartest person I know—an accomplished educator and writer. We have two wonderful sons: one serving our country in the Navy as a Religious Programming Specialist (RP), and the other holding a hospitality degree and working with a national hospitality company in the Dallas area.I love to travel and make a point of visiting iconic stadiums and arenas wherever I go (yes, I know admiring empty buildings isn't everyone's cup of tea!).My core strengths lie in marketing, promotion, event management, broadcasting, and brand-building—particularly through creative, opportunistic strategies that drive results and fan engagement.I'd welcome the chance to discuss how my background could support your organization. Feel free to reach out!




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