Luke Holcomb was hired as General Manager of Baylor Sports Properties in June of 2023.
Serving as the General Manager of Baylor Sports Properties, a division of Playfly Sports, the sole multimedia rights provider for Baylor Athletics, Holcomb and his team will leverage the company's multimedia rights expertise and its expansive suite of marketing and media solutions to further grow the Baylor Bears brand multi-dimensionally targeting existing platforms and identifying new opportunities for corporate partners to engage fans, while helping Baylor Athletics expand its fanbase. As General Manager, his responsibilities include oversight of all sponsorships for Baylor Athletics, leading the Baylor Sports Media Network, generating innovative scalable, data-oriented marketing and media solutions across sports marketing, media, and technology for local, regional, and national level partnerships with a growing portfolio of multi-faceted, fan-focused divisions. His team possesses an elite proficiency for MMR management, media and sponsorship activation, valuation, consulting, and development, custom advertising creative and digital content production, all along with new revenue-driving platforms and technologies.
Prior to Waco, Holcomb served Crimson Tide Sports Marketing as the Senior Manager of Business Development from 2014 - April 2023. In his previous role at Alabama, he developed and executed strategic partnerships with regional and national companies and brands while overseeing the weekly Coaches Show and multiple pre-game broadcasts across both radio and social networks. In addition to building and maintaining relationships with corporate partners and athletic department staff, he oversaw new inventory ideation and creation efforts to support strategic growth with corporate partners and fan engagement opportunities.
The Tuscaloosa, Ala., native graduated from the University of Alabama in 2006 with his Bachelors of Science in Business Commerce & Administration. He then earned his Masters of Science in Sport Management from Alabama in 2010.
Holcomb is married to Caroline and the two have a son, Clark.
