The Fan First Era Begins Now
2/16/2026 12:44:00 PM | General, Athletic News
From the Desk of the AD
Thanksgiving Day 1994, Floyd Casey Stadium
A Baylor Football team that would go on to finish in a five-way tie atop the Southwest Conference hosted Texas. It wasn't my first Baylor game, but it's the earliest one I remember vividly; the cool chill of a cloudy fall day, the surge of energy as the Bears jumped out to an early lead, the smell of turkey legs (not normally sold at the concession stand) as a nod to the holiday, and the awe of watching heralded freshman tailback Jerod Douglas from Converse Judson set a school record for rushing yards.
And while the good guys ultimately fell that day, my fixation on all things Baylor sports was entrenched.
There are so many great opportunities presented by being in this job, but possibly the most joy comes from helping to create those memories for the next generation – just like I experienced three decades ago.
Again, this fall, that tradition will continue at McLane Stadium. Some will experience college football for the first time, while others will help create the atmosphere that makes those moments unforgettable.
Fan First
Both growing up and over the past seven years, I was what you are: a fan. In this era of college athletics, it seems every constituency is considered a priority except the fans, and that is a mistake. Without your passion, support, and the sacrifice you make to buy tickets and get to games, everything that's special about college athletics stops. There are plenty of options to spend your time and money on, but you choose to do so with us. As such, our commitment is to put the fans first and never neglect that trust you place on us.
I believe that commitment can't just be rhetorical, it must be supported by actions. As we count down to the launch of 2026 football season tickets over the coming days, you will begin to hear about several changes coming as a direct result of the feedback we've received from you.
These changes will highlight a renewed effort to make the fan experience more vibrant and gamedays more accessible, including revitalizing tailgating with the affordability, vibrancy and convenience for which it was once known. And, most importantly, we will ensure you have a real seat at the table as we shape the future together. After all, Baylor gamedays belong to all of us.
Up and Down University Parks
This past week saw a full slate as nearly all our spring sports were in action. On behalf of both Coach Drew and Coach Collen - thank you for helping to create a great atmosphere in Foster last week. Our women's team bounced back Sunday with a big win at UCF and again control their own destiny in the chase for a Big 12 title. Men's Tennis had one of their most impressive weeks ever with three wins over top 10 opponents including defending national champion Wake Forest.
Finally, while it is impossible to fully quantify the value, the earned media generated by Tyce Armstrong's remarkable THREE Grand Slam performance on Friday night demonstrates the powerful brand awareness that athletic success can create, as Baylor went viral over the weekend with highlight coverage. It was the first win from an opening weekend sweep for our baseball team and an individual performance that will go down as one of the greatest single-game feats ever.
Personal Reflection
In closing, my sincere gratitude for the support, kind words, and prayers shared by so many of you since I started two months ago. Few relationships in my life exist that were not formed through a connection made possible by Baylor. This University has given me so much, and it is now my greatest honor to serve each of you with steadfast dedication.
Since I began as your athletics director, the question I've most often received, both encouraging and entirely consistent with the spirit of the Baylor Family, is simple: How can I help? My answer is just as simple: come be part of something meaningful and lasting, built through the shared moments created around Baylor Athletics. If you entrust us with your presence and we fulfill our promise, the rest will take care of itself, and that includes competing for championships.
Looking forward to seeing you at a game soon.
Sic 'em, Bears!
Doug
A Baylor Football team that would go on to finish in a five-way tie atop the Southwest Conference hosted Texas. It wasn't my first Baylor game, but it's the earliest one I remember vividly; the cool chill of a cloudy fall day, the surge of energy as the Bears jumped out to an early lead, the smell of turkey legs (not normally sold at the concession stand) as a nod to the holiday, and the awe of watching heralded freshman tailback Jerod Douglas from Converse Judson set a school record for rushing yards.
And while the good guys ultimately fell that day, my fixation on all things Baylor sports was entrenched.
There are so many great opportunities presented by being in this job, but possibly the most joy comes from helping to create those memories for the next generation – just like I experienced three decades ago.
Again, this fall, that tradition will continue at McLane Stadium. Some will experience college football for the first time, while others will help create the atmosphere that makes those moments unforgettable.
Fan First
Both growing up and over the past seven years, I was what you are: a fan. In this era of college athletics, it seems every constituency is considered a priority except the fans, and that is a mistake. Without your passion, support, and the sacrifice you make to buy tickets and get to games, everything that's special about college athletics stops. There are plenty of options to spend your time and money on, but you choose to do so with us. As such, our commitment is to put the fans first and never neglect that trust you place on us.
I believe that commitment can't just be rhetorical, it must be supported by actions. As we count down to the launch of 2026 football season tickets over the coming days, you will begin to hear about several changes coming as a direct result of the feedback we've received from you.
These changes will highlight a renewed effort to make the fan experience more vibrant and gamedays more accessible, including revitalizing tailgating with the affordability, vibrancy and convenience for which it was once known. And, most importantly, we will ensure you have a real seat at the table as we shape the future together. After all, Baylor gamedays belong to all of us.
Up and Down University Parks
This past week saw a full slate as nearly all our spring sports were in action. On behalf of both Coach Drew and Coach Collen - thank you for helping to create a great atmosphere in Foster last week. Our women's team bounced back Sunday with a big win at UCF and again control their own destiny in the chase for a Big 12 title. Men's Tennis had one of their most impressive weeks ever with three wins over top 10 opponents including defending national champion Wake Forest.
Finally, while it is impossible to fully quantify the value, the earned media generated by Tyce Armstrong's remarkable THREE Grand Slam performance on Friday night demonstrates the powerful brand awareness that athletic success can create, as Baylor went viral over the weekend with highlight coverage. It was the first win from an opening weekend sweep for our baseball team and an individual performance that will go down as one of the greatest single-game feats ever.
Personal Reflection
In closing, my sincere gratitude for the support, kind words, and prayers shared by so many of you since I started two months ago. Few relationships in my life exist that were not formed through a connection made possible by Baylor. This University has given me so much, and it is now my greatest honor to serve each of you with steadfast dedication.
Since I began as your athletics director, the question I've most often received, both encouraging and entirely consistent with the spirit of the Baylor Family, is simple: How can I help? My answer is just as simple: come be part of something meaningful and lasting, built through the shared moments created around Baylor Athletics. If you entrust us with your presence and we fulfill our promise, the rest will take care of itself, and that includes competing for championships.
Looking forward to seeing you at a game soon.
Sic 'em, Bears!
Doug
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