EAST LANSING, Mich. – LaRhonda Burley has been hired by Michigan State Athletics as Senior Associate AD for Strategic Initiatives and Brand Innovation. In the newly created role, Burley will be tasked with positively impacting revenue generation through marketing, ticket sales, fund raising, branding, recruiting and fan experience.
A brand marketing specialist with more than 15 years of experience, Burley comes to Michigan State from the professional sports world with NFL, NFLPA, WNBA and NBA experience. Most recently, Burley served as the Vice President/Business Operations of the Motor City Cruise, where she managed the brand’s launch and established the business processes for the Detroit Pistons NBA G League affiliate in the organization’s inaugural year.
In 2019, Burley launched Blue + Gray Sports Marketing, a full-service, athlete and brand marketing firm. The firm served as the personal marketing agent for Minnesota Vikings quarterback and Michigan State alumnus Kirk Cousins. Additional clients included the National Fitness Foundation and NFL Alumni.
Prior to launching Blue + Gray, Burley served as Vice President/Partnerships and Marketing for The National Fitness Foundation. She secured financial and strategic partners for the official charity of the President’s Council on Sports, Fitness and Nutrition and co-created the first National Endowment for Youth Sports, which launched in October 2018.
In 2017, Burley joined the NFL Players Association partner services team, where she worked to increase sponsorship opportunities for the clubs and their players. In four seasons working for the NFL’s Washington Commanders as the Senior Director of Partnership Marketing, Burley was responsible for all game day, internal and external marketing asset implementation for corporate partners.
She is an adjunct faculty member and capstone advisor in the Sports Management Graduate Program at Georgetown University, where she received a master’s degree. She earned a bachelor’s degree from the University of Maryland.